In today’s digital world, many customer journeys start with online search, but don’t stop there. In fact, only around 11% of US consumers trust the first search result they find.
That means nearly nine out of ten users double-check or expand their search before making a decision.
In addition, research shows that the use of AI tools for search and discovery is growing rapidly – for example approx. 43% daily AI tools for information search .
In short: Visibility is not enough. You need to be visible, clear and credible – everywhere and all the time.
Why this should engage you
As a marketer – and especially if you work with technical documentation, B2B or services – this is something you should take note of:
- Customers expect more than “we do this” messages. They want clear answers to what, how, why and at what price.
- They use multiple channels and tools: search engines, review sites, social media, AI assistants. Therefore, your information doesn’t just need to be present in one channel – it needs to be consistent.
- If you want to build trust, it’s important that you make it easy for both humans and machines (like search engines or AI) to understand who you are, what you offer and why it’s relevant to them.
Three key strategies to build trust
1. Make your information crystal clear
- Clearly include what the service or product entails, price or pricing model, delivery or completion time, warranty or returns/terms.
- Create a FAQ section with frequently asked questions: opening hours, contact point, booking/cancellation, price example.
- Ensure that contact information, address, phone, email, website and profiles in search/registration databases are always identical and up to date – inconsistencies are a breach of trust.
2. Showcase feedback and respond actively
- Ask customers to provide feedback and showcase a selection of these – both as references and cases.
- When you receive criticism or suggestions for improvement, respond quickly and clearly. It shows that you take the customer experience seriously.
- Refer to relevant reviews in context: “Here’s how customer X experienced the process” – it increases transparency and trust.
3. Make yourself understandable to both the user and the algorithm
- Use logical headings: “What we do”, “For whom we do it”, “Price from”, “How it works”.
- Each service or product should have its own subpage with structured information: problem → solution → price → call-to-action.
- SEO and technical documentation should be in sync: correct metadata, semantic H-tags, structured data for search, and make sure the profile in search engines and directories is complete and correct.
Checklist before publishing
- Price or pricing model clearly stated.
- FAQ with 5-10 frequently asked questions.
- Same address/phone/opening hours everywhere.
- Minimum 1-2 new customer reviews every month.
- A separate page for each service/product with a clear structure and a clear “Contact us” or “Order now”.
- Metadata: meta title (< 60 characters), meta description (< 160 characters), structured data for search (Organization, Service, etc.).
- Check that information in all registers (Google Business Profile, industry directories, social media) is correct.
- Evaluate incoming links and mentions – do you have negative, unfinished or old referrals? Action should be considered.
Some recent key figures
- Only around 11% of US consumers trust the first search result they find.
- Approximately 43% of users use AI tools daily for information searches(Consumers don’t trust the first search result – and AI use surges: Survey).
- Approximately 50% of Google searches now contain AI-generated summaries – with over 75% predicted by 2028(McKinsey & Company)
- Approximately 85% of consumers trust online reviews as much as personal recommendations.(The Online Reputation and Wikipedia Blog)
Conclusion: What should you do next?
Get started with a review of your digital surfaces. Start by mapping:
- Do you have clear and complete pages for all services/products?
- Is contact and company information consistent everywhere?
- Do you have a strategy for collecting and displaying customer reviews?
- Are your website and documentation optimized for search engines and AI – not just humans?
- Do you have metadata and structured data in place, and a plan for maintenance?
Do you need consultation, help and advice? Feel free to get in touch!