Trust Signals trust_signals
Evidence the model pulls out of pages and listings that suggests a business can be trusted: license numbers, years in business, insurance, warranties, accreditations, consistent contact details and genuine reviews.
What you can do: Publish the trust facts in plain text on your site: license, insurance, founding year, warranty, accreditations, and keep contact details consistent everywhere.
claims.extraction · also called credibility indicators, reliability markers · same label written as assurance_signal, trust_signal
Used in 2 of 100 census runs this week: “Consistent high ratings across multiple platforms, Presence of Good Sam or KOA affiliation (adds credibility), Positive comments about clean”
Risk Signals risk_signals
Evidence the model extracts that points to risk with a candidate, such as complaints, closure reports, license problems, conflicting phone numbers or unclear pricing. These feed later penalties in scoring.
What you can do: Clear up conflicting listings, answer complaints, and keep license and status facts current so the model finds nothing to flag.
evidence.assessment (was claims.extraction in the provisional inventory: Risk evidence feeding scoring penalties.) · also called threat indicators, uncertainty markers · same label written as risk_signal
Checked by Field-by-field audit of your listings
Reputation Signals reputation_signals
Evidence about how a business is regarded, such as ratings, review volume, press mentions, awards and local recommendations, that the model extracts before scoring reputation.
What you can do: Keep review profiles active, list awards and press mentions with links, and make sure reputable directories carry an accurate listing.
reputation.evidence · also called standing indicators, perception markers · same label written as reputation_signal
Checked by Your directory listings, found and matched
Used in 1 of 100 census runs this week: “customer testimonials, Better Business Bureau complaints, presence on professional associations (e.g., Painting Contractors Association)”
Responsiveness Signals responsiveness_signals
Evidence of how quickly a business answers customers, such as "responds within an hour" badges, owner replies to reviews or same-day callback promises. For an emergency plumber this weighs heavily.
What you can do: State your response time on the site, reply to reviews, and keep the phone and booking channels you list actually answered.
claims.extraction · also called engagement indicators, reaction markers · same label written as responsiveness_signal
Used in 1 of 100 census runs this week: “Evidence of timely communication and scheduling.”
Local Embedding Signals local_embedding_signals
Evidence that a business is part of its local community rather than just listing the city: local sponsorships, neighborhood project photos, local press, reviews naming nearby areas.
What you can do: Show local work by neighborhood, mention local partnerships or sponsorships, and keep reviews and pages naming the areas you actually serve.
reputation.evidence (was claims.extraction in the provisional inventory: Local community standing: sponsorships, press, local recommendations.) · also called local integration indicators, contextual markers
Checked by The cities your customers name in reviews
Amenity Signals amenity_signals
Evidence of extra features a business offers, such as free parking at a dental office, a waiting area, financing, Wi-Fi or a dog run at a pet hotel, that the model can match to what the user asked for.
What you can do: List amenities in plain text on your site and Business Profile attributes, not only in photos.
offer.fit (was claims.extraction in the provisional inventory: Amenities matched to the request are offer fit.) · also called enhancement indicators, service features · same label written as amenity_signal
Complaint Signals complaint_signals
Evidence of customer complaints the model extracts from reviews, BBB records or forums, such as billing disputes or no-shows, which it later weighs as risk.
What you can do: Answer complaints publicly with the resolution, and fix the causes that come up repeatedly.
reputation.evidence · also called grievance indicators, negative feedback markers
Service Signals service_signals
Evidence about how well a business delivers its service, such as reviews describing punctuality, cleanup and communication for a painter, that the model extracts before scoring quality.
What you can do: Encourage reviews that describe the job, and publish case studies stating what was done and how it went.
reputation.evidence (was service.fit in the provisional inventory: Service quality as described in reviews.) · also called quality indicators, service quality markers
Used in 3 of 100 census runs this week: “customer reviews, ratings on platforms like Yelp, Google, Angie's List”
Urgency Signals urgency_signals
Evidence about how time-sensitive the need is and whether a business can meet it, such as "24/7 emergency service" or "same-day appointments" for a locksmith or water damage firm.
What you can do: State emergency and same-day availability and your real hours in text, consistently on the site and listings.
service.fit (was claims.extraction in the provisional inventory: Whether the candidate can meet the urgent need.) · also called time sensitivity indicators, priority markers
Checked by Your hours, day by day, everywhere they are printed
Alternative Income Verification alternative_income_verification
A lending signal: whether a lender accepts other proof of income, such as bank statements instead of tax returns, which the model matches to borrowers like the self-employed.
What you can do: Lenders: state accepted income documents on a requirements page in plain text.
offer.fit (was claims.verification in the provisional inventory: Accepted income documents are a lender offer term, not claim checking.) · also called non-traditional income checks, alternative verification methods
Approval Time Signals approval_time_signals
A signal about how long a business takes to approve or confirm something, such as a lender's loan decision or a venue's booking confirmation, which the model weighs when the user is in a hurry.
What you can do: State typical approval or confirmation times on your site, with the conditions that change them.
offer.fit (was claims.extraction in the provisional inventory: Approval speed is an offer attribute matched to hurried users.) · also called approval duration indicators, time-to-approval markers
Business Plan Optional business_plan_optional
A lending signal: the model notes that a lender does not require a business plan to apply, which suits small or early-stage borrowers looking for a simpler process.
What you can do: Lenders: list exactly which documents are and are not required on your application page.
offer.fit (was claims.extraction in the provisional inventory: Lender term matched to the borrower, not a bare extracted fact.) · also called non-mandatory business plan, optional plan indicators
Business Tax Returns Required business_tax_returns_required
A lending signal: the model notes that a lender requires business tax returns, usually two years, which raises the bar for newer businesses and affects which borrowers it is recommended to.
What you can do: Lenders: state document requirements, including how many years of returns, in plain text.
offer.fit (was claims.extraction in the provisional inventory: Lender term matched to the borrower, not a bare extracted fact.) · also called tax documentation required, financial disclosure indicators
Collateral Or Personal Guarantee May Be Required collateral_or_personal_guarantee_may_be_required
A lending signal: the model notes that a lender may require collateral or a personal guarantee, which it weighs as added risk for the borrower when comparing options.
What you can do: Lenders: state collateral and guarantee requirements and when they apply.
offer.fit (was claims.extraction in the provisional inventory: Lender term matched to the borrower, not a bare extracted fact.) · also called guarantee requirements, collateral indicators
Credit Score Signals credit_score_signals
A lending signal: what the model finds about credit score requirements or credit checks, such as a soft pull or a stated minimum, which it uses to match lenders to borrowers.
What you can do: Lenders: publish credit score ranges you accept and whether a hard or soft check is used.
offer.fit (was claims.extraction in the provisional inventory: Lender term matched to the borrower, not a bare extracted fact.) · also called creditworthiness indicators, financial health markers
Design And Aesthetic Signals design_and_aesthetic_signals
Evidence about the visual quality of a business's work or space, such as portfolio photos for an interior designer or a salon's styling, that the model weighs when the user asks for style or design.
What you can do: Publish captioned project photos with the style named (modern, rustic, mid-century) so the model can read the design in text.
offer.fit (was claims.extraction in the provisional inventory: Design and style matched to the request is offer fit.) · also called aesthetic indicators, design quality markers · same label written as design_signal, cosmetic_signal
Digital Upload Required digital_upload_required
A process signal: the model notes that a business requires documents to be uploaded online, such as a lender's bank statements or an insurer's photos, which suggests a faster digital process.
What you can do: State how documents are submitted, online or in person, on your application or onboarding page.
offer.fit (was claims.extraction in the provisional inventory: Application process attribute of the offer.) · also called digital documentation needed, upload requirements
Documentation Signals documentation_signals
Evidence about which documents a business asks customers for and how complete its requirements are, such as a lender listing ID, pay stubs and bank statements.
What you can do: List required documents on one clear page in plain text.
offer.fit (was claims.extraction in the provisional inventory: Document requirements are part of the offer terms.) · also called documentation indicators, paperwork markers
Established Financial History established_financial_history
A lending signal: the model notes that a lender requires the borrower to have an established financial history, such as two years of revenue, which narrows who it should be recommended to.
What you can do: Lenders: state minimum time in business and revenue requirements plainly.
offer.fit (was claims.extraction in the provisional inventory: Lender term matched to the borrower, not a bare extracted fact.) · also called financial stability indicators, historical financial data
Fast Processing Time fast_processing_time
Evidence that a business processes requests quickly, such as same-day loan decisions or 24-hour quote turnaround for a contractor, which the model matches to users in a hurry.
What you can do: State real turnaround times for quotes, approvals or bookings on your site.
offer.fit (was claims.extraction in the provisional inventory: Turnaround speed is an offer attribute matched to users.) · also called quick processing indicators, efficiency markers
Financial Statements Required financial_statements_required
A lending signal: the model notes that a lender requires financial statements, such as profit and loss or balance sheets, which raises the paperwork bar for the borrower.
What you can do: Lenders: list required statements and their format on your requirements page.
offer.fit (was claims.extraction in the provisional inventory: Lender term matched to the borrower, not a bare extracted fact.) · also called financial documentation needed, statement requirements
Higher Interest Rates higher_interest_rates
A lending signal: the model notes that a lender likely charges higher interest rates, often the trade-off for easier approval, and weighs it against cost-sensitive users.
What you can do: Lenders: publish rate ranges and what determines them, so the model does not guess.
offer.fit (was claims.extraction in the provisional inventory: Interest rate is price, an offer-fit attribute.) · also called increased rates, cost indicators
In Person Interview Possible in_person_interview_possible
Evidence that a business offers in-person meetings, such as a local bank branch interview or an on-site estimate from a contractor, which the model matches to users who want face-to-face service.
What you can do: State whether you offer in-person consultations or on-site estimates, and where.
offer.fit (was claims.extraction in the provisional inventory: In-person service option is an offer attribute.) · also called face-to-face interview option, in-person meeting possibility
Itinerary Signals itinerary_signals
Evidence about planned schedules a business offers, such as a tour operator's daily itinerary or a shuttle's timetable, which the model uses for travel and event queries.
What you can do: Publish itineraries and schedules as text on the site, with dates and durations.
offer.fit (was claims.extraction in the provisional inventory: Itineraries and schedules are offered packages.) · also called schedule indicators, activity markers · same label written as itinerary_signal
Lighter Documentation lighter_documentation
A process signal: the model notes that a business asks for less paperwork than usual, such as a lender approving with bank statements only, and matches it to users who want a simple process.
What you can do: State exactly which documents are needed, so a short list is visible.
offer.fit (was claims.extraction in the provisional inventory: Paperwork burden is an offer attribute.) · also called minimal paperwork, simplified documentation
Long Operating History long_operating_history
Evidence that a business has operated for many years, such as "family-owned since 1987" for a plumber, which the model reads as stability and reliability.
What you can do: State your founding year in text on your site and in structured data, and keep it identical on listings.
claims.extraction (was reputation.evidence in the provisional inventory: Years in business is a fact read from sources.) · also called operational longevity, business history indicators · same label written as years_in_operation
Checked by The claims your site makes: years, prices, refund window · Term: foundingdate
Used in 24 of 100 census runs this week: “0.1”
Longer Processing Time longer_processing_time
A process signal: the model notes that a business takes longer to process requests, such as a bank's multi-week loan review, which counts against it for urgent users.
What you can do: State realistic processing times and what speeds them up.
offer.fit (was claims.extraction in the provisional inventory: Processing speed is an offer attribute.) · also called extended processing, delayed review
Lower Minimum Credit Score lower_minimum_credit_score
A lending signal: the model notes that a lender accepts lower credit scores than typical, which it matches to borrowers with weaker credit.
What you can do: Lenders: publish the minimum credit score you accept.
offer.fit (was claims.extraction in the provisional inventory: Lender term matched to the borrower, not a bare extracted fact.) · also called reduced credit threshold, easier credit access
Minimum Credit Score minimum_credit_score
A lending signal: the minimum credit score a lender states for eligibility, which the model uses to include or exclude it for a given borrower.
What you can do: Lenders: state the minimum credit score in plain text on the product page.
candidate.eligibility (was claims.extraction in the provisional inventory: Used to include or exclude the lender for a borrower.) · also called credit score requirement, baseline credit score
Official Rating official_rating
Evidence of a formal rating from a recognized body, such as a BBB grade, a health inspection score for a restaurant or a state star rating for a childcare center.
What you can do: Show official ratings with the issuing body and date, and link to the public record.
reputation.evidence · also called formal evaluation, certified rating
Online Decision online_decision
A process signal: the model notes that a business decides or confirms online, such as instant online loan approval or online booking confirmation, which suits users who want speed.
What you can do: State whether decisions or bookings are completed online and how fast.
offer.fit (was claims.extraction in the provisional inventory: Online decision process is an offer attribute.) · also called digital decision, web-based evaluation
Streamlined Application streamlined_application
A process signal: the model notes that a business has a short, simple application or booking process, such as a five-minute online form, which lowers the barrier for users.
What you can do: Describe the steps to apply or book on your site, with how long each takes.
offer.fit (was claims.extraction in the provisional inventory: Application simplicity is an offer attribute.) · also called simplified application, efficient submission