Google has made some changes to its Google Trusted Stores certification program that should make it easier for merchants to earn the badge, which can help earn the trust of people shopping from Google.

About Google Trusted Stores

Google first launched Trusted Stores back in the fall of 2011. Merchants were required to share data about shipments with Google to participate in the program, and they got a badge to display.

Since then, Google has made a number of improvements to the program. In 2012, Google added the badge to search ads. Later that year, Google acquired KikScore, which offered its own online trust score system, to improve the program. In 2013, Google added the badges to the now defunct Google Affiliate Network. Later, it expanded Trusted Stores to more parts of the world after only offering it in the U.S. It also started using the program to help power seller ratings on AdWords ads. Last fall, Google added HTTPs support to the program.

Qualified stores can display the badge on their sites, and on Google Shopping. Customers will be offered free purchase protection by Google after making a purchase (on orders up to $1,000).

What’s New with Trusted Stores?

Google has simplified the application process for the program. Now, merchants need only to create an account and add a couple snippets of code to their site. They’re no longer required to submit shipment and cancellation feeds, and can now specify a custom position for the Trusted Stores badge on their site.

“Reviews collected through Google Trusted Stores help you qualify for seller ratings, which show on your AdWords text ads and Google Shopping,” says Google Shopping product manager Michaela Feller. “This integration provides shoppers with helpful information, while giving you a free way to earn the rating you deserve.”

“You can also enrich your AdWords ads by displaying your Google Trusted Stores status through a review extension,” Feller adds. “Review extensions are displayed on a separate line in your AdWords ads and may increase their clickthrough rates.”

The changes were made in the UK, Germany, France, Australia, and Japan a few months ago. Google says it has already led to hundreds of merchants becoming Trusted Stores in those countries.

You can apply here.

Images via Google