TransparencyContact, policies and about page8 / 30no contact page link · email and phone given · no privacy policy link · no terms link · no payments seen, so no refund policy needed · no about page link
PopularityIts place in public rankings0 / 20not in the popularity lists
Security and setupHTTPS and standard protections15 / 15loads over HTTPS · sends visitors to HTTPS · always uses HTTPS · protective settings
ConsistencyName, description and what it tells search engines10 / 10site name matches the domain · describes itself · tells search engines what it is
A high score isn’t a promise that a business is honest. How the score works.