Content and trust
Does the content carry authority, for your readers and for AI? How fresh the content is, the authority signals engines look for, how readable your pages are to answer engines and assistants, and whether what the site promises matches what it does.
Audit your home page for free
We look at your home page for Content and trust, and we email you our report within 48 working hours.
One page, one pillar. The plans cover the 9 pillars across your whole site.
What we look at
- The real substance of your pages, and the date the content that matters was last updated.
- Traces of content that was never finished: filler text, values left at zero, subheadings with no body text, “coming soon” left in production for two years.
- Spelling, consistency of tone from one page to the next, and facts that contradict each other between two pages. A figure that changes from page to page is spotted because we read them together, never in isolation.
- Trust signals: identity, contact details that work, “about” and “contact” pages genuinely reachable from the navigation, verifiable proof.
- What an automated answering system can do with your pages: reach them, pull an answer out and attribute it to you. We check that the important information is clearly worded, identifiable and given enough context to be understood by a machine.
- The strength of the promise: a value proposition that would hold, word for word, for any of your competitors is not one.
On what basis
A finding is only worth something if it rests on an identifiable basis. Where one exists, we lean on a law, a standard or a specification, and for every point recorded the report names the page and gives the value we measured.
What it changes for you
A growing share of searches ends in a written answer citing a few sources, rather than a list of links. Whatever can be picked up there must first be readable, extractable and attributable by a machine. That is a skill distinct from classic search work, and it is built into the content.
For your readers, the point is older and simpler: a page visibly three years old, a text left half written, or two figures that contradict each other say more about a company’s seriousness than any “about” page.
What this audit does not say
Part of this pillar is a matter of judgement, and the report owns it: every finding cites the page and the excerpt it rests on, so that you can dispute it.
We do not check whether your claims are true. A turnover figure, a certification, a testimonial: we flag what nothing visible from outside supports, without concluding that it is false.
Every limit of the examination is stated in the methodology note of your report. A point that cannot be verified is never presented as compliant.
The weight of this pillar
An overall score has to weigh what matters for your business: the 9 pillars do not carry the same weight depending on what your site is for. Here is what “content and trust” represents in the overall score, under each weighting. The report always states which one produced your score.
| Type of site | Share of the overall score |
|---|---|
| Type not determined | 8% |
| Brochure site | 10% |
| Online shop | 5% |
| Application, customer portal | 5% |
| Blog, media | 16% |
| Public-sector site | 6% |