Trustpilot’s SEO Guidelines

This feature is included in the Free plan

Get started now

The following article outlines Trustpilot's SEO guidelines. Learn how to:

  • Improve your company’s Trustpilot pages to get noticed by search engines
  • Ensure that your company’s Trustpilot pages are search engine compliant

Our SEO guidelines follow search engine best practices and are in compliance with the recommendations of the major search engines e.g. Google and Bing.

While we cannot guarantee that our guidelines are effective for all websites, they are based on the experiences of our partners across industries.

Prepare your Trustpilot pages for search

Your Trustpilot pages are public. We allow all major search engines to crawl and index the content and links, in order to extract keywords and rank your pages. We also mark up your service reviews for Rich Snippets on your company’s public profile page. Therefore, all links, website, and public profile content, must be up to date.

We recommend:

Link to your Trustpilot pages

A page is more likely to be ranked high if it has natural and relevant links from high-quality sites. Your primary purpose when linking to Trustpilot must be to benefit your users and improve their experience.


  • Link to the exact URL of your Trustpilot page, e.g. by ensuring that http/https is correct

Do not:

  • Link in a way that only benefits yourself, e.g. by using a link without text or image
  • Link from low-quality sites
  • Buy links
  • Use affiliate links

If a search engine detects misuse, it will lower the search rank of your Trustpilot’s pages.

Link to your Trustpilot pages via TrustBoxes

The safest and easiest way to show your review data and link to your company’s profile page is to use one or more of our TrustBoxes (Trustpilot’s widgets) on your website.

TrustBoxes are small stand-alone applications you can easily embed on your website pages to show your most recent reviews, TrustScore, and star ratings. They won’t negatively affect your search engine ranks.

Link to your Trustpilot pages via your own links

You can add one or more links to your Trustpilot pages from any high-quality website.

Here are some examples of high-quality websites: your website, a widget on your website, one of your subsites, your blog, your social media profiles, or your Google My Business page.

Always use the correct url for your Trustpilot page when setting up your website's url on Trustpilot.

Example using an image link

<a href="[your Trustpilot page]" target="_blank"> <img src="" alt="Trustpilot"/> </a>

Example using a text link

<a href="[your Trustpilot page]" target="_blank">Trustpilot</a>

In the examples above, we've used Trustpilot as an alternate or anchor text in the link, as we've experienced that this has a positive effect on search rank. The link referenced above will open a new tab when clicked.

Trustpilot recommends passing search value on links, but if you prefer not to, you can add rel="nofollow" to your links.

When linking to Trustpilot, please follow our Trademark Guidelines:

Include Trustpilot Service Reviews on your website

Apart from our TrustBoxes, we offer a number of integration services that enable you to include service and product reviews on your website.

When using our integration services to show service reviews on your website, please follow our Integration Guidelines.

Important: You may not include Trustpilot service review data in a way that indexes it by search engines, as this data is already on your company’s Trustpilot pages. Search engines will consider this duplicate content, and lower the search ranks of all websites involved.