Term
Reputation / Reviews
External reputation of a brand or author via reviews, mentions, and third-party sources — explicitly part of the trust assessment in the Quality Rater Guidelines, especially for YMYL topics.
Reputation / Reviews — explained in more detail
Reputation covers everything third parties say about a brand or person — customer reviews, mentions in trade press, forums, awards, studies, industry-specific profiles (Trustpilot, BBB, Google Business Profile reviews). The Quality Rater Guidelines explicitly direct raters to check external reputation — self-claims alone are not enough.
What matters is not just “many 5-star reviews” but the consistency and credibility of external traces. A site that is nowhere referenced in its industry has a weak reputation signal — regardless of the quality of its own content.
Example / In practice
A local trades business with 200 Google reviews (4.7 stars, substantive comments), a mention in the local paper, and an entry in an industry directory has a much stronger reputation profile than an anonymous newcomer with 5 5-star reviews and no external footprint — even if the raw star rating looks comparable.
Distinction from similar terms
E-E-A-T is the umbrella concept — reputation is the external validation layer for “Trust” and “Authoritativeness”. Backlinks are a subset of reputation signals, but reputation also includes unlinked mentions.
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