Recently, Google updated its misrepresentation policy to provide marketers with all the details on how to build trust. The document details what brands should do and avoid doing to ensure their products and offers are eligible to feature in the Google Search results page.
This is a big deal for marketers because now there are clear-cut criteria to follow. It can also be very useful for those who have received a suspension or warning due to misrepresentation.
In the revised policy, Google highlights four key areas on which brands should concentrate their efforts to build trust. It gives detailed instructions concerning each of these issues, which brands should follow studiously.
Business Identity
- Verify that the official business name has been included and it is similar to both the registered business name and domain name.
- Ensure the brand website has an ‘About Us’ page, as it establishes not only authenticity but also provides the customer with an idea of the brand’s journey.
- Include links on the website to the social networking profiles of the brand for customers who would like to follow them.
Transparency
- The website content should be crystal clear, and the message should be conveyed accordingly, having all details regarding shipping, return, and privacy.
- Be honest and transparent about how the business model of the brand works and how the operation is done.
Professional Design
- The website of the brand must include an SSL certificate to make the customers believe that their sensitive data is safe on the website.
- The website should contain easy navigation without extra or broken redirects.
- Avoid using placeholders as much as possible since these may be perceived by Google and customers alike that the website is still incomplete and not quite ready for SERPs.
Online Reputation
- To help customers understand how to use a product, display actual reviews and testimonials regarding the brand’s products and services.
- Display any badges or seals of approval that have been awarded to the brand by official third-party sources.
- Display contact information clearly so customers can get in touch with the brand easily.
- Inform customers about blog postings the brand may put up.
- Notify customers when a third-party article has featured your brand.
Assisting Google
According to Google, there are several steps a brand can take to allow Google to understand its business more quickly and accurately:
- Create and verify a Google Business Profile.
- Update your business information in the Merchant Center under Business Information Settings.
- Link relevant third-party platforms to the Merchant Center.
- Follow Google’s SEO best practices to ensure a solid customer experience.
- Opt into Google Customer Reviews or other third-party review services to increase your chances of getting seller ratings.
- Ensure product data on the product feed is the same as on your website for coherence of information to the customer from both platforms.
In its Merchant Center, Google underscored the need to facilitate a safe and trusted place for customers and retailers:
The statement points out the following:
- Customers should have assurance that the offers they view are accurate and that the seller is trustworthy.
- Building up a trust does take some time, and Google considers this important for the security of showing offers to customers.
- Trust is an ongoing evaluation, and Google looks at a number of signals from across the web. Google knows that customers often research products and businesses.
- Providing as much information as possible about your business helps Google better represent and expose your brand.
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