Customer Feedback: Boosting Website Trust and EEAT Through Reviews

Ross Barefoot

April 11, 2024

In the digital age, where information is plentiful and options abound, establishing trust with your audience is paramount. For businesses looking to solidify their online presence, leveraging customer feedback is not just beneficial, it’s essential.

Reviews and testimonials are crucial in this regard, serving as a bridge between consumer skepticism and trust. This relationship is particularly significant when considered through the lens of Google’s EEAT (Expertise, Authoritativeness, Trustworthiness) framework, a set of criteria Google uses to evaluate the quality of web content. Showcasing reviews on your website can, therefore, serve a twofold purpose: enhancing user trust and signaling to Google the reliability of your site, thereby improving your EEAT.

The Role of Reviews in Google’s EEAT

Google’s search algorithm has evolved to prioritize not just content quality but the credibility and trustworthiness of content providers. In this context, EEAT serves as a critical evaluation framework.

Expertise ensures that content creators have the necessary qualifications or experience in their field. Authoritativeness evaluates the credibility of the website publishing the content, and Trustworthiness measures how reliable and secure a website is for users. Customer feedback, prominently displayed, directly contributes to the latter two by showcasing real-world validation of a business’s services or products.

Dual Benefits of Showcasing Reviews

Building User Trust

First and foremost, customer reviews help build trust with potential clients. When users see that others have had positive experiences, their confidence in your services increases, making them more likely to engage with your business. This trust is crucial not just for conversions but for fostering long-term relationships with your audience.

Enhancing EEAT

By showcasing these reviews, you’re also communicating to Google that your business values transparency and customer satisfaction, which are hallmarks of authoritativeness and trustworthiness. This not only helps with your SEO efforts but also ensures that your content is seen as reliable and valuable, contributing positively to your online reputation.

Practical Implementation: A Case Study

Consider the approach taken by Alpine Bank, a financial institution that has effectively integrated customer feedback into its digital strategy. By prominently featuring customer reviews on some of its location pages, Alpine Bank demonstrates its commitment to transparency and customer satisfaction. This strategy not only reassures potential customers about the quality of the bank’s services but also serves as a strong signal to Google about the bank’s trustworthiness and authority within the financial sector.


The integration of customer feedback into your website is more than a nod to transparency—it’s a strategic move that enhances both user trust and your site’s EEAT. As we have implemented on our own homepage, showcasing reviews can significantly impact your digital presence, providing a clear signal to both users and search engines about the reliability and credibility of your content.

In today’s digital ecosystem, where competition is fierce, and trust is golden, incorporating customer reviews into your website isn’t just good practice—it’s an essential strategy for success.



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