Trustpilot’s SEO guidelines

Our SEO Guidelines will help to ensure that your business’s Trustpilot pages are search engine compliant and optimized. Read more about them in this guide.

These guidelines follow the recommendations and best practices of the major search engines. While we can’t 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 review snippets on your company’s profile page. All links, website information, and public profile content must be up to date. You can learn how to edit your information in this article.

Link to your Trustpilot page

A page is more likely to rank highly if it has relevant, natural links from high-quality sites. Your primary purpose when linking back to your Trustpilot page should be to benefit your users and improve their experience. Check out Google’s tips for how to optimize your site here.


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


  • 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 page via widgets

The easiest and most reliable way to show your reviews and link to your Trustpilot page is to use our TrustBox widgets on your website’s pages.

TrustBoxes are our embedded widgets - They're easy to use and show your most recent reviews, TrustScore, and star rating. Using our SEO TrustBoxes makes you eligible for review snippets and boosts your search results. 

Link to your Trustpilot page via your own links

You can add links to your Trustpilot page from any high-quality website, such as your website, a widget on your website, your blog, your social media profiles, or your Google Business Profile page. Remember to use the correct url for your Trustpilot page when setting up your links.

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 ranking.

The link referenced above will open a new tab when clicked. We recommend 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 widgets, we offer a number of integration services that enable you to include service and product reviews on your website. You can read more about them here.

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

Don’t include Trustpilot service review data in a way that will be indexed, as this data is already on your business’s Trustpilot page. Search engines will consider this duplicate content, and lower the search ranks of all websites involved.

Previous Trustpilot and Google - FAQ

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