Google has updated its misrepresentation policy with detailed information on how marketers can build trust.
The document outlines the steps and precautions brands should take to ensure their products and offers are eligible to appear on Search.
Why we care The updated policy provides specific criteria for brands. This level of detail will also be helpful for anyone struggling with a suspension or misrepresentation notice.
Building trust. In its updated policy, Google explained that there are four issues that need to be addressed to build trust. For each problem specified, Google provided specific instructions that brands should follow:
Business identity
Ensure that the official company name is provided and that there is consistency between the company name and the registered domain name. Make sure a brand’s website includes an “About Us” page, as this establishes authenticity and helps customers understand their unique journey. Link to the brand’s social media profiles from the website so customers can follow those accounts if they choose.
transparency
Make sure your website content and messaging is completely clear and includes details about shipping, returns and privacy policies. Ensure honesty and transparency about the brand’s business model and how the company operates.
Online reputation
Show honest reviews and testimonials about a brand’s products and services to help customers understand how to use them. Includes any badges or seals of approval from official third-party sources. Clearly show how customers can get in touch. Be sure to let customers know if the brand publishes a blog post. Make sure customers know if the brand has been mentioned in a third-party article.
Professional design
Make sure the brand website has an SSL certificate to assure customers that their sensitive data is stored securely. The brand website should be easy to navigate and should not contain unnecessary redirects or redirects to broken links. Try to avoid placeholders whenever possible, as this gives Google and the customer the impression that the website is still under construction and not yet ready for the SERPs.
Google support. Google explained that there are several steps that brands can take to help it understand their business more quickly and accurately:
Create and verify a Google Business Profile. Share updated information in Merchant Center in your business information settings. Link relevant third-party platforms to Merchant Center. Follow Google’s SEO guidelines to ensure a solid customer experience. Opt for the Google customer reviews or another third party review services to improve eligibility for seller ratings. Match product data from your product feed to your website to ensure customers see the same information on both platforms.
What did Google say? Google said in a statement posted on its Merchant Center:
“We want Google to be a safe and trusted place for both our customers and retailers.” “Customers need to feel confident about the deals they’re browsing and the companies they’re buying from.” “Sometimes it can take some time before a sufficient level of trust is established and before we consider it safe to show your offers to customers.” “This assessment is an ongoing process and because we know customers are likely to be doing research about your products and business, we may review various signals from around the web.” “The more we know about your business, the better we can represent you.”
deep dive Read Google’s Build trust with your customers guide to learn more about its misrepresentation policy.
Add Search Engine Land to your Google News feed.
New in Search Engine Land
About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid search, paid social, retail networks and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book “Mastering In-House SEO.”
