Cracking the SERP Code: How Customer Reviews Drive Discoverability
In the ever-evolving marketplace of B2B technology, right now Google is the top resource for buyers and is still the number one place to start product research. With search engine results pages (SERPs) acting as the gateway to discovery, vendors must prioritize their online presence to stay competitive. But the world is rapidly changing. According to a recent SparkToro x Datos report, AI-driven search experiences are increasingly relying on content that already performs well in traditional search engine results pages (SERPs). A strong presence on TrustRadius can help vendors improve discoverability in both classic search and AI-powered results.
What is a SERP?
A SERP is the page a search engine displays in response to a user’s search phrase. It includes a mix of organic search results, paid advertisements, featured snippets, and other elements like images, videos, and AI-generated summaries.
In the context of B2B tech, ranking high on a search engine results page (SERP)—especially Google’s—can significantly impact vendor discoverability. It can also establish vendors as knowledgeable and the go-to for answers, therefore building brand authority.
Why does TrustRadius matter for SEO?
Vendors that keep their TrustRadius product profile up-to-date and continuously generate customer reviews are more likely to appear at the top of Google’s AI Overview. TrustRadius stands out as a trusted source of genuine and candid customer feedback thanks to a combination of high-fidelity intent signals and keyword-rich content.
By tracking actions such as content downloads, pricing requests, and comparisons, vendors can identify high-intent buyers. They also signal to search engines that TrustRadius is a valuable research destination. At the same time, our verified user insights aligned with buyer search behavior, strengthening our SEO presence. Together, these elements enhance TrustRadius’ authority, especially as search engines prioritize authenticity in an era of AI-generated content.
How can TrustRadius spot user-generated AI content?
In the news, there have been cases where students have been accused of using AI to write papers, but the detection tools have proven inaccurate in some instances. TrustRadius maintains a rigorous standard to ensure they can definitively determine whether an AI model generated a review.
A review must demonstrate at least a 95% confidence level across 80% of its content when assessed by three verified AI detection tools to achieve this. By cross-checking with multiple software platforms, TrustRadius minimizes the likelihood of false positives.
Red flags: What are the giveaways that identify something is AI written?
- Phrases like “users have reported” and “others have said”
- Explanations of abbreviations and acronyms
- The text itself is an unusually balanced criticism, and is not the answer the question calls for
- It avoids specific examples of how someone uses the software
- Formatting as “theme, colon detailed explanation”
- A favorite on the TrustRadius team is the phrase, “As an AI, I do not have experience, but…”
How does TrustRadius compare to competitors in preventing AI-generated reviews?
TrustRadius has taken a strong stance against AI-generated reviews, implementing rigorous moderation processes to maintain content integrity. AI is not inherently untrustworthy, but TrustRadius does not allow these reviews to be published due to its inherent issues and lack of personal insights.
When someone takes credit for something they didn’t write personally, it undermines TrustRadius as the B2B buyer decision-making platform and the validity of a vendor’s product reviews. This means that looking for a reviewer’s specific insights into product use and how a product impacts their job is more critical than ever. Third-party research confirms that TrustRadius has the lowest percentage of AI-generated reviews—approximately 10%—compared to competitors.
Jonathan Gillham, Founder and CEO of Originality.ai, highlighted this trend, noting that after the introduction of ChatGPT, TrustRadius saw a decline in AI-generated reviews. In contrast, competitors like Capterra and G2 experienced an increase. This distinction reinforces TrustRadius as a reliable platform for real customer feedback, making it a valuable asset for vendors aiming to enhance their SERP rankings.
Also noted in this research is that reviews with high ratings (8-10) were 75% more likely to be AI generated than low-rated reviews (1-3). Anonymous reviews were more likely to be AI generated pre-ChatGPT, but this difference disappeared post-ChatGPT. TrustRadius rejects 47% of submitted reviews, contributing to the decline in AI-generated content. These findings highlight the challenges of AI-generated reviews and the importance of detection efforts in maintaining review authenticity.
How can TrustRadius help you build a strong digital footprint?
Having a presence on TrustRadius is just one strategy for improving SERP performance. Vendors that establish genuine partnerships and integrations with reputable sources expand their audience reach, increase brand credibility, and ultimately drive higher revenue opportunities. The best way to start is to create an optimized product profile.
TrustRadius’s optimization criteria are based on data, not instinct. Thousands of technology buyers are surveyed annually to gain deeper insights into their evolving preferences. Buyers seek greater transparency regarding a product’s capabilities, pricing, security information, and more.
With search engines prioritizing trustworthy, user-generated content, vendors that leverage TrustRadius not only strengthen their online visibility but also build lasting trust with potential buyers. Vendors can ensure they stay ahead in the competitive B2B tech landscape by investing in authentic customer reviews and maintaining a well-curated profile.
Ready to dive deeper into how review quality impacts your SEO and buyer trust?
Don’t miss out on TrustRadius’s Building Buyer Trust: Review Quality Report 2025, where we explore the latest trends, data, and strategies for leveraging authentic customer reviews to boost your online presence and SERP performance.
Read the full report now and stay ahead in the competitive B2B landscape.
