In marketing, it’s long been said that people do business with those that they “know, like and trust”. However, establishing trust on your website with Google can be much different than establishing trust on your website with other users.
You can read more at this post on Search Engine Roundtable.
Having a good reputation with an organization like the Better Business Bureau can be a good thing. You can argue about the accuracy of BBB scores, but if you are in good standing with them it’s typically seen as a solid trust factor for you among other humans, but Google doesn’t really care.
When asked about it, Google’s John Mueller said:
“In general, I suspect these kind of associations and memberships are not something that what you would use as a direct ranking factor.
So that’s something where I suspect you have more kind of an indirect effect here in that if other people trust your content more because they realize that you’re actually taking part in these organizations. And these organizations are maybe organizations that don’t just accept anybody who who randomly want wants to join the organization, then that’s something where you probably see an indirect effect there.
I don’t don’t know if we would use something like this as a direct ranking factor. I think that could be kind of tricky.”
In the end, it’s kind of like when a news source links to your site via nofollow. The nofollow means that Google won’t count that link directly, but there still is value in those kinds of mentions. The same goes for the BBB and similar organizations; Google won’t give you a bonus for your score there, but it can still be good for other people to see.