Google Search Experimenting with Entity Trust Scores from APIVoid and ScamAdviser
Google is currently experimenting with trust scores for entities in search results, using third-party data from APIVoid and ScamAdviser to enhance credibility indicators. This move aims to provide users with a quick overview of website trustworthiness directly from search results, reflecting Google’s commitment to transparency and user safety online. Here’s an in-depth look at the potential impacts of this experiment on user experience, SEO strategies, and the broader digital landscape.
Introduction of Trust Scores
In select search results, Google has begun displaying trust scores for certain website entities within the Knowledge Panel, drawing data from APIVoid and ScamAdviser. These third-party platforms specialize in site safety ratings based on factors like server location, SSL certificates, and user feedback. For example, one recent listing showed APIVoid assigning a 90% trust score to a site, while ScamAdviser rated it at 75%. By introducing trust scores directly in search, Google is making an effort to help users quickly assess the credibility of sites they may not be familiar with, creating a more transparent digital ecosystem.
Purpose and Impact of Trust Scores
The integration of these third-party trust metrics aligns with Google’s longstanding efforts to improve the quality of information presented in search results. By including trust scores, Google provides an additional layer of transparency and context, empowering users to make more informed decisions about the reliability of their sources. This feature is particularly useful in an age where misinformation and dubious sources are prevalent online. The trust score experiment thus serves as another step in Google’s ongoing mission to combat misinformation and strengthen user confidence in search results.
For users, trust scores offer an added dimension to search results that goes beyond traditional SEO indicators, such as the number of backlinks or content quality. With these scores, users can quickly gauge a site’s credibility, potentially discouraging clicks on low-rated sites and steering traffic toward those with higher trust scores.
How Trust Scores Affect SEO and Site Visibility
This experiment has notable implications for SEO strategies. For instance, websites with lower trust scores might experience diminished visibility in search results as users may choose not to engage with less credible sites. This shift in user behavior could place added pressure on site owners to prioritize their reputations, incentivizing transparency, user engagement, and ethical content practices.
In a scenario where trust scores become a permanent part of Google’s search algorithm, site owners may need to work more closely with services like APIVoid and ScamAdviser to understand their scores and potentially improve them. This development would also place renewed emphasis on technical SEO, secure site configurations, and a robust content strategy. For digital marketers and SEO professionals, Google’s incorporation of trust scores highlights the need to adopt holistic approaches that prioritize not just ranking but also credibility and trustworthiness.
Current Testing and Future Implications
Currently, Google’s trust score feature is in the testing phase, visible only in certain search results and select regions. By gradually introducing this feature, Google can assess its impact on search behavior, user trust, and engagement before committing to a broader rollout. While this feature is experimental, the addition of entity trust scores signals that Google is considering more proactive ways to guide users toward credible sources.
The future of trust scores could see Google expanding the number of third-party verifications it relies on or refining how scores are calculated based on direct user feedback. If successful, these trust indicators could become an integral component of search results, offering a much-needed filter for users navigating today’s complex online information landscape.
Building Trust in Search with Digilogy
As Google experiments with innovative ways to boost search transparency, digital marketing professionals need to stay informed and adaptive. Whether it’s optimizing content for user trust or enhancing security protocols,Digilogy’s team of experts is here to help your business adapt to the evolving landscape of search and credibility. Let Digilogy be your trusted partner in building an online presence that prioritizes trust, visibility, and lasting engagement. Reach out to us today to discuss how we can elevate your digital strategy.
