Google TrustRank: Is Your Privacy Policy Impacting Your SEO? (2025 Updated)

Contents

Let’s cut to the chase: Every website needs a Privacy Policy.

This isn’t just a legal issue – it’s crucial for your SEO and the trust your visitors place in you too!

You might think no one will notice or care, but in 2025 having a robust Privacy Policy on your website is an absolute must to comply with evolving data protection standards.

And it’s not enough just to have a Privacy Policy – you need to ensure it’s up to date and aligned with current Australian Privacy Principles and international regulations like the updated GDPR.

Having a ‘trustworthy’ website not only appeals to your customers but also helps you rank better on Google. An up to date Privacy Policy is a key component of that trust.

Let’s explore what makes Google and your visitors trust your website, and how you can make sure your site remains compliant in 2025.

Google TrustRank: How Does It Work?

If you’re focused on your SEO in 2025, you’ve likely come across the concept of Google TrustRank. This system helps Google and other search engines filter out low-quality content from their results.

One way Google measures trust is by assessing the number and quality of links pointing to your website – a strategy most SEO-savvy marketers are well aware of. Additionally, data privacy and transparent legal documentation, such as an up to date Privacy Policy, now play a significant role in establishing your site’s credibility.

But there are other crucial ‘trust signals’ too. Secure connections (HTTPS), mobile optimisation, fast loading speeds and clear communication about how you handle personal data all contribute to your TrustRank.

Ultimately, Google evaluates a set of criteria on your site. When you tick these boxes, you earn higher rankings; if not, your site might struggle to appear at all in search results.

While there’s no precise way to gauge how much trust Google places in your website, there are several effective steps you can take to improve your TrustRank.

How To Optimise Your Website For TrustRank

Google favours pages that are viewed as ‘trustworthy’. Although the exact algorithm remains proprietary, we do know that a combination of quality backlinks, secure technology, and current legal compliance all matter.

Let’s look at four strategies you can implement right now to boost your site’s trustworthiness:

1. Links to Authority Sites

While backlinks are essential, don’t underestimate the value of linking out. Including links to high-authority websites can signal to Google that your content is well-researched. For example, reputable government or university sites are great choices.

2. References

If your website relies on external sources, list your references and include links where relevant. This approach not only bolsters credibility with Google but also reassures your visitors that your information is trustworthy. For additional ideas on legal documentation, check out our legal documents for business guide.

3. Have Active Social Media Accounts

Being active on social media makes you appear as a higher-profile and more established brand. In 2025, social signals still matter – platforms like LinkedIn and Instagram can enhance your digital credibility.

4. The Trust Pages

There are four pages that immediately help build trust with both Google and your visitors. These include:

Even just having these four pages on your website can significantly improve your ranking and reassure your visitors.

This brings us back to the importance of having a good, up to date Privacy Policy.

There are many steps you can take, but starting with these basics is key. If you’re thinking, “When was the last time I reviewed my Privacy Policy?” – don’t worry, we’ve got you covered with practical solutions and expert advice.

How To Check If Your Privacy Policy Is Up To Date

If you’ve simply copied a Privacy Policy from another website, there’s no guarantee it complies with current laws or accurately reflects how your business operates in 2025.

In Australia, privacy laws are under constant review – driven by rapid advances in technology and shifting consumer expectations. The Australian Privacy Principles (APPs) continue to evolve, so it’s essential your policy reflects the latest legal requirements.

Remember, we’re talking about websites that can be accessed from every corner of the globe. While it might be challenging to ensure you’re compliant with every jurisdiction’s laws, starting with strong local standards is a smart approach.

If a significant portion of your customer base is international, it’s wise to check that your Privacy Policy also meets overseas standards. One key international regulation is the GDPR – now even more pivotal in 2025 with its recent updates enhancing individual data controls.

Although Australian privacy laws are generally less prescriptive than the GDPR, there is a clear trend towards tighter data protection. Thus, ensuring your privacy policy is GDPR compliant can serve as both a best practice and a competitive advantage.

How A Privacy Policy Improves Customer Experience

An up to date Privacy Policy does more than just boost your SEO – it builds trust with your customers too.

In 2025, data privacy remains one of the foremost concerns for consumers. When visitors see a comprehensive and transparent Privacy Policy, they gain confidence in how you manage their personal information. For more insights on customer data protection, you can read our article on customer data protection.

Visitors expect to find a Privacy Policy on a professional website. If one is missing or outdated, potential customers may question your commitment to safeguarding their data.

What To Take Away…

Ultimately, there are numerous reasons for maintaining an up to date Privacy Policy on your website – from legal compliance to enhanced customer experience and improved SEO ranking. By ensuring your Privacy Policy is current, you set a solid foundation for building trust both with Google and your visitors.

Regularly reviewing your privacy documentation, along with the other trust signals we’ve discussed, can significantly boost your TrustRank and help secure a higher search engine ranking.

It’s quick and easy to chat with a lawyer about your business to ensure you have a Privacy Policy that truly fits your needs. If you want to sort it out now, feel free to get in touch with us and we’ll be happy to help!

In today’s digital landscape, staying compliant and building trust are more important than ever. At Sprintlaw, we offer comprehensive resources on legal documents – from Privacy Policies to website terms and conditions – all designed to keep your business ahead in 2025 and beyond.

Minna Boyle

Minna is the Head of People & Culture at Sprintlaw. After completing a law degree and working in a top-tier firm, Minna moved to NewLaw and now manages the people operations across Sprintlaw.

Tomoyuki Hachigo

Tomo is the co-founder of Sprintlaw and a commercial lawyer with a broad range of legal experience. Before starting Sprintlaw, he was an M&A lawyer at a top-tier law firm advising businesses of all sizes from large corporates to startups.