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Security badges and seals: Crawl Audit check 123

Crawl Audit check 123 looks for trust and security wording on your page. What it really detects, what research says about seals, and what the law forbids.

Zain Kazmi2 min read
On this page
  1. What Crawl Audit checks
  2. What the research says
  3. What the law forbids
  4. What helps instead
  5. Sources
Check
123 of 200
Module
UX & Conversion (CRO)
Group
Trust Badges & Social Proof Signals
Impact
Low

Short answer: near a checkout or sign-up, a clear note that payment is secure can reassure people. Check 123 passes when trust words such as "secure", "SSL", "guarantee" or "verified" appear anywhere in the page's visible text. It's a low-impact check, and a loose one: treat a pass lightly.

What Crawl Audit checks

  • Pass: the visible page text contains secure, ssl, guarantee, money-back, refund, verified or trusted, as whole words.
  • Warning: none of them.

The word can be anywhere on the page, not just near a button, so a pass says little. Until 6 October 2026 the check also read text inside scripts and matched parts of words: our own site passed because "ssl" appears inside "addressLocality" in our structured data. That's now fixed; our homepage passes on the word "verified" in its visible text.

What the research says

  • Baymard Institute's checkout research found "the majority of the most trusted seals are "trust seals", not SSL seals." People judge security by how the page looks and feels, not by the certificate.
  • HTTPS itself matters, but as a baseline, not a selling point. When Google made it a ranking signal in 2014, it called it a very lightweight one, "affecting fewer than 1% of global queries".

What the law forbids

The Digital Markets, Competition and Consumers Act 2024 bans "Displaying a trust mark, quality mark or equivalent without having obtained the necessary authorisation." So only show a badge from a scheme you've actually joined.

What helps instead

  • Serve every page over HTTPS (check 48), so browsers never warn.
  • Near the payment button, say plainly who takes the payment, for example "Payments by Stripe".
  • Show your real business details and contact options (checks 126 and 127).

This is a summary, not legal advice.

Sources

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