Google has recently revised its Misrepresentation policy, offering marketers comprehensive guidance on building trust. The document outlines the necessary steps and precautions that brands must take to ensure their products and offers meet the eligibility requirements for appearing in Google Search results.
This update is significant for marketers, as it provides specific criteria to adhere to. Moreover, it can be especially helpful for those facing misrepresentation suspensions or warnings.
In the updated policy, Google emphasizes four crucial areas that brands should focus on to establish trust. For each of these issues, Google provides detailed instructions that brands should follow diligently.
Business Identity
- Verify that the official business name is included and consistently matches the registered business name and domain name.
- Ensure the brand’s website includes an ‘About Us’ page, as this not only establishes authenticity but also helps customers grasp the brand’s unique journey.
- Provide links to the brand’s social media profiles on the website, allowing customers to follow those accounts if they choose to do so.
Transparency
- Ensure absolute clarity in website content and messaging, incorporating comprehensive information about shipping, returns, and privacy policies.
- Demonstrate honesty and transparency regarding the brand’s business model and operational practices.
Professional Design
- Ensure that the brand’s website includes an SSL certificate to instil confidence in customers that their sensitive data is securely stored.
- The website should have a user-friendly navigation system without unnecessary or broken redirects.
- Minimize the use of placeholders, as they may give the impression to both Google and customers that the website is still under construction and not fully ready for SERPs.
Online Reputation
- To assist customers in comprehending product usage, showcase genuine reviews and testimonials about the brand’s products and services.
- Highlight any badges or seals of approval received from official third-party sources.
- Clearly present contact information to facilitate customer communication.
- Inform customers about the brand’s blog posts if they publish any.
- Notify customers if the brand has been mentioned in a third-party article.
Assisting Google.
According to Google, brands can employ various steps to enable a quicker and more accurate understanding of their business:
- Establish and verify a Google Business Profile.
- Keep business information up-to-date in the Merchant Center under Business information settings.
- Connect relevant third-party platforms to the Merchant Center.
- Adhere to Google’s SEO guidelines to ensure a robust customer experience.
- Opt in to Google Customer Reviews or other third-party review services to enhance eligibility for seller ratings.
- Ensure product data in the product feed matches your website to provide consistent information to customers across both platforms.
In a statement published in its Merchant Center, Google emphasized the importance of creating a safe and trustworthy environment for both customers and retailers.
The statement highlights the following key points:
- Customers should have confidence in the offers they browse and the businesses they purchase from.
- Establishing trust may take some time, and Google considers it crucial to ensure the safety of displaying offers to customers.
- The assessment of trustworthiness is an ongoing process, and Google examines multiple signals from across the web, recognizing that customers often research products and businesses.
- Providing comprehensive information about your business enables Google to better represent and showcase your brand.
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