Trustpilot

                                                                                 Trustpilot Content Syndication: SEO for Partners 

                                                                                                                                            (Version 1.5, August 2017)

Trustpilot defines a Content Syndication Partner as a company that has obtained a limited non-exclusive license from Trustpilot to show specific Trustpilot Content, that Trustpilot is indexing with search engines, on their specified online channels, e.g. on their website, where this Trustpilot Content relates to third party companies.

Please refer to the specific contractual terms in place between Trustpilot and the Content Syndication Partner for a definition of Trustpilot Content and clarification of what Trustpilot Content is licensed to the Content Syndication Partner. However, please note that there are two types of Trustpilot Content:

To show this Trustpilot Content in accordance with this license, the Content Syndication Partner must adhere to the requirements in this document and in the contractual terms in place between the Content Syndication Partner and Trustpilot.

The requirements in this document are non-negotiable.

Non-compliance with the requirements may result in immediate termination of the contract in place between Trustpilot and the Content Syndication Partner.

The Content Syndication Partner is assumed to have sufficient prior knowledge about SEO to understand the requirements and the recommendations. The Content Syndication Partner may reach out to Trustpilot for clarification.

Requirements

The requirements in this document serve to ensure that the Content Syndication Partner informs search engines and end users about the origin of the Trustpilot Content.

Linking

This section is relevant for both Trustpilot Review Content and Trustpilot Aggregated Content.

The Content Syndication Partner must link back from the Content Syndication Partner page on which the Trustpilot Content is shown to the Trustpilot Company Profile page from where the Trustpilot Content originates. The reasoning behind this is that users should be able to easily see and verify where the syndicated Trustpilot Content is coming from.

Details:

Background documentation: https://support.google.com/webmasters/answer/66359?hl=en

As an example, the link could be a Trustpilot logo with the text including “Trustpilot”.

Indexing

This section is only relevant for Trustpilot Review Content.

The Content Syndication Partner must mark the Content Syndication Partner page to search engines as being a copy of content of a Trustpilot page or, if the Content Syndication Partner page is showing content from multiple sources, ensure that the Trustpilot Content is not indexed by search engines.

To mark the Content Syndication Partner page to search engines as being a copy of Trustpilot Content of a Trustpilot Company page, the Content Syndication Partner must canonical back to another Content Syndication Partner page where no Trustpilot Content is indexed or to the Trustpilot Company Profile page from where the Trustpilot Content originates.

Background documentation: https://support.google.com/webmasters/answer/66359?hl=en

Alternatively, the Content Syndication Partner must ensure that the Trustpilot Content is not indexed by search engines. There are multiple techniques of how this can be achieved.

Background documentation: https://support.google.com/webmasters/answer/66359?hl=en

Structured Data Markup

This section is only relevant for Trustpilot Review Content.

With the search engines being appropriately informed about the origin of the Trustpilot Content, parts of the Trustpilot Content is unavailable for structured data markup by third parties.

The Content Syndication Partner may not include this Trustpilot Content in their markup.

Google is clear about considering markup of content belonging to third parties as artificially inflating scores and ratings, and Google is known to find and penalize such behavior, and to penalize it hard. In our knowledge, Google would typically only penalize the Content Syndication Partner, but when the Content Syndication Partner e.g. has strong ranking authority such risk might spread to Trustpilot, which Trustpilot cannot accept.  

Background documentation:

https://developers.google.com/search/docs/guides/intro-structured-data#structured-data-guidelines, https://support.google.com/webmasters/answer/3498001?hl=en

Recommendations

Social Profile Links

The Content Syndication Partner is recommended to implement SameAs to point to applicable Trustpilot Company Profile page.

The SameAs property is the structured data markup informing search engines of the page that is original source of the reviews, ref. https://developers.google.com/search/docs/data-types/social-profile-links