● The short answer
Some are, many are not. Awards and "best of" lists judged by credible, independent publishers or industry bodies can build trust, earn press, and give AI assistants third-party evidence to cite. Pay-to-play awards that anyone can buy add little and can look cheap. Pursue the ones your buyers recognize, and make the most of each win.
Key takeaways
- Credible awards and lists add third-party proof for buyers and for AI assistants.
- "Best of" lists are frequently drawn on for AI recommendation answers.
- Pay-to-play awards that charge after you "win" add little value.
Why the right awards matter
A credible award is third-party proof. A shopper sees "Voted best brunch by readers of the local alt-weekly" and feels safer. A procurement team sees an industry association honor and shortlists you. And AI assistants, when answering "best roofer in Milwaukee" or "top breweries in Wisconsin," frequently draw on published lists and roundups, because those are exactly the sources that rank businesses against each other.
That last point is newer, and it matters. Ahrefs' analysis of 75,000 brands found branded web mentions were the strongest correlate of visibility in Google's AI Overviews. A respected list that names you is a high-quality mention, often with a short description of why you made it.
The how is where we come in.
What we walk through with you, for your business:
- How to tell a real award from a pay-to-play one
- How to pursue and use awards
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
Are reader-voted "best of" awards legitimate?
Many are, especially those run by established local publications, and they can carry real weight with local customers. Encouraging customers to vote is normal. Avoid offering incentives for votes, follow the contest rules, and check that the publication is one your customers actually read before investing effort.
Should I pay for an award badge or plaque?
Only if the award itself is credible and you would have valued it anyway. Many "free award, paid badge" offers are marketing products, and savvy buyers recognize them. Spending the same money on gathering reviews or a strong case study usually does more for trust.
Sources
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