Google has made it ‘even easier’ to register for its Trusted Stores certification programme.

Previously, Google has required submission of shipping and cancellation feeds as part of an application. Now users only need to create an account and add a couple of lines of code to their website.

To qualify for Trusted Stores, websites must meet Google’s performance standards for customer service, delivery and returns. To determine this, Google tracks metrics like email response times, delivery times, percentage of issue-free orders and how long it takes merchants to process returns.

If stores qualify, they benefit from a free purchase protection programme for orders up to $1,000, and the right to place a Google Trusted Stores badge on their website. As part of this update, businesses can now choose a custom position for the badge on-page.

Merchants can also choose to display their Trusted Stores status in PPC ads using a review extension.

Google quotes a testimonial from Beau-Coup’s digital marketing director, who said after joining Trusted Stores they saw “increased traffic to Beau-coup.com as well as higher sales”. He added: “The Trusted Stores badge gives shoppers confidence resulting in higher conversion rates overall.”

In its blog post announcing the updates, Google said it has previously rolled out these changes in the UK, France, Germany, Japan and Australia. Presumably this means the simplified registration process is now available in the US, or globally.

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Oliver Pyper is senior online copywriter at ClickThrough Marketing. He writes on-page content, blogs, press releases and loads of other bits and pieces too numerous and brilliant to mention. He’s also responsible for Kate Bush: The Musical and a series of videos depicting a young man’s search for energy drinks in New York City. Drop him a line if you want to talk content solutions or Kate Bush.