BBB links usually provide a way to get a street address, from the BBB site, for the business. The BBB pages also link back to the site they're describing, and we check that. (Yes, there are fake BBB links.)

SiteTruth can be fooled, but you usually have to commit a crime to do it. We cross-check with PhishTank to down-rate phishing sites, which helps put a lid on that problem.