Trustpilot, Google Business Profile, Verified Reviews (Avis Vérifiés in France). The question we get asked often: "where should I focus my effort?". This comparison is based on published prices, sourced SEO research, and EU regulations (Omnibus + NF Z74-501). No invented "internal Looply" numbers.
TL;DR
- Google Business Profile: free, maximum local SEO impact, free star ratings in SERPs. Priority #1 for any shop with a geographic footprint.
- Trustpilot: free tier available; paid annual contracts start at ~$259/mo (public), strong international authority, widgets & API on paid plans.
- Verified Reviews: quote-only pricing, AFNOR NF Z74-501 certification, useful on high tickets or regulated B2B.
Comparison table
| Criteria | Google Business Profile | Trustpilot | Verified Reviews |
|---|---|---|---|
| Public pricing | Free | Free / Plus ~$259/mo / Premium ~$629/mo / Advanced ~$1,059/mo — source | Quote only — source |
| Commitment | None | 12 months, paid upfront on every paid tier | Annual |
| SEO | Native rich snippets, Local Pack | Rich snippets via widget/API (paid) | Rich snippets via schema.org |
| Google Ads Seller Ratings | ✅ (Google Customer Reviews) | ✅ approved partner | ✅ approved partner |
| NF Z74-501 certification | ❌ | ❌ | ✅ |
| On-site widget | ❌ native | ✅ (paid) | ✅ |
| Shopify integration | Via Google Merchant Center | Official app | Official app |
| Dispute moderation | Minimal editorial | Response + platform arbitration | Tightly framed (NF process) |
Google Business Profile — the absolute minimum
If you have one hour to spend on your reputation this week, spend it here. Public research:
- Reviews are a major local ranking factor: volume, average rating, recency, velocity all feed the Local Pack (BrightLocal).
- Star ratings appear for free in SERPs via schema.org
AggregateRating— boosts organic CTR. - Google Seller Ratings (automatic Google Ads extension) kicks in from ~100 verified reviews over 12 months via Google Customer Reviews or an approved partner.
Limits:
- No native widget on your shop (Maps embed aside)
- No official review export API
- Moderation is Google's: an abusive review can take time to pull
Trustpilot — European authority, not free long
The Free plan works to start: claim profile, respond to reviews, basic widgets. As soon as you need serious integrations, public pricing starts at $259/mo (Plus) — with 12-month upfront commitment (Trustpilot Pricing).
Strengths:
- Very high domain authority, fast indexing
- Google Ads Seller Ratings partner
- TrustScore + automatic fake-review detection
- Solid API on paid tiers
Limits:
- Moderation can be strict on disputed reviews (5-10 days)
- Limited local SEO value (no Local Pack)
- Annual contract lock-in surprises some merchants
Verified Reviews — French NF Z74-501 certification
The historic French platform (Skeepers group, Paris/Toulouse). Its differentiator: NF Service Z74-501 certification by AFNOR.
When relevant:
- Proof-sensitive verticals (insurance, healthcare, training, financial services, regulated B2B)
- High AOV where trust is the #1 conversion factor
- A tender or partner explicitly requires NF certification
Prices no longer public — quote-based. If NF certification isn't a contractual requirement, ROI is rarely obvious vs Google + Trustpilot Free.
Compliance: what Omnibus 2022 requires
In France, Omnibus Directive (ordinance n° 2021-1734, effective May 28, 2022 — Service Public) mandates:
- Banned: publishing or buying fake reviews
- Obligation to take "reasonable measures" to verify a reviewer actually purchased
- Fine up to €15,000 (individual) / €75,000 (entity) — DGCCRF enforced
Practical implication: a platform that filters post-publication (deleting inconvenient reviews) is illegal. A platform that offers a different form before publication based on the rating (Looply) is compliant — the ≤3★ was never published and you didn't "delete" an existing review.
The trap: collecting across all 3 in parallel
- Post-purchase email with multiple CTAs splits attention → fewer responses per platform
- Fragmented volumes → a rating based on 20 reviews is statistically fragile (±0.45 at 95 % CI on 20 reviews rated 4.5)
- Marketing effort diluted → low ROI everywhere
Healthy approach: one main public platform + Looply to capture ≤3★ privately.
The strategy Looply makes simple
In the Looply dashboard, each rating rule is configurable:
5★ → redirect to your Google profile (SEO priority)
4★ → redirect to Trustpilot or Google, your call
1-3★ → private feedback, lands internally, never published
Change strategy in 3 clicks from the Public pages page, no redeploy needed. You're not locked to one platform — you decide where positive reviews go based on what serves your SEO and Ads.
Verdict
- Starting (< 50 reviews): Google Business Profile only, free, local SEO.
- Growth (50-500 reviews): Google primary + Trustpilot Free secondary for international authority.
- Mature (500+, demanding vertical): evaluate Verified Reviews if NF certification is a concrete requirement — otherwise invest the money elsewhere (photography, ads, SAV).
Your average rating will never depend on the platform — it depends on your product and customer support. The platform decides who sees that rating.