A trust signal is information that reduces uncertainty for a human or a machine deciding whether to engage an organisation. Signals range from soft (design polish) to hard (government registration, domain control challenges). In AI-assisted discovery, hard, consistent, machine-readable signals matter more than decorative badges alone.
Types of signals
- Identity signals — legal name, registry numbers, domain attestation, selective passports
- Consistency signals — matching NAP across Maps, site, and profiles
- Performance signals — reviews, case studies, delivery history
- Authority signals — independent press, certifications, long-lived domains
Stacking them is the point. One logo does not replace the stack. B2B trust signals in the AI era.
What machines can use
Structured fields, stable URLs, corroborating sources, and low-conflict attributes. Vague marketing adjectives are weak signals for entity resolution.