Better Business Bureau (BBB)
A nonprofit accreditation organization that rates business trustworthiness and handles consumer complaints.
The Better Business Bureau (BBB) is a nonprofit organization founded in 1912 that aims to advance marketplace trust between businesses and consumers. BBB rates businesses on an A+ to F scale based on factors including complaint history, business age, transparency, licensing, and advertising practices. BBB accreditation — a paid membership — signals that a business has committed to the BBB's standards of trust.
BBB ratings and accreditation serve as trust signals, particularly for consumers making high-value purchases or engaging with unfamiliar businesses. The BBB seal on a website functions similarly to a security badge, reducing buyer anxiety. However, the value and perception of BBB varies by industry and demographic — it tends to carry more weight with older consumers and in industries like home services, financial services, and automotive.
The BBB also operates a complaint resolution system where consumers can file disputes and businesses are expected to respond. A business's complaint history and resolution rate heavily influence its BBB rating. Unresolved complaints can significantly lower the grade.
Best practices include claiming your BBB profile (free even without accreditation), responding promptly to any complaints filed through the BBB system, displaying your BBB rating or accreditation badge on your website alongside customer testimonials, and using BBB's customer review feature to collect additional social proof. While BBB accreditation is not essential for all businesses, it can be a valuable trust signal in industries where consumers are particularly cautious about legitimacy and reliability.
Frequently Asked Questions
Is BBB accreditation worth the cost?
It depends on your industry and audience. For home services, financial services, and businesses targeting older demographics, BBB accreditation carries significant weight and the seal serves as a strong trust signal. For SaaS and tech companies targeting younger demographics, the value is less clear. Evaluate whether your target audience actively checks BBB ratings before investing in accreditation.
Does BBB rating affect SEO?
BBB profiles do rank well in search results for business name queries, and a strong BBB rating on a high-authority domain provides positive brand signals. However, BBB rating is not a direct Google ranking factor. The primary value is trust and conversion — when prospects search your company name and see an A+ BBB rating alongside positive testimonials, it reinforces credibility.
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