Fired Earth
(https://firedearth.com) 📸 Data Snapshot: May 30, 2026Count trust words (review, testimonial, rating, verified) against real outbound proof links (Google, Trustpilot, Clutch, G2, Yelp). Lots of trust language with zero verification links is trust theatre. Unlinked logo galleries count against it.
The site avoids active trust theatre, as the trust_theatre_flag is false across all pages and no unverified 5-star badges are present. However, a significant gap exists because the review_count is 0 on every page despite claims of being ‘one of the most trusted names in the UK.’ This creates a vacuum where ‘trust’ is asserted based on longevity (40 years) rather than verifiable third-party social proof. The proof_links_count of 3 refers only to internal or social social paths rather than external validation sources.
The proof density is skewed toward technical product data rather than historical or social evidence. For every 10 unsubstantiated marketing assertions (e.g., ’tiles worth living with’), the site provides 20+ specific technical proofs including material composition (Porcelain, Terracotta), precise pricing, and multiple size options. The FAQ section on the Wall Tiles page provides genuine utility, explaining technical differences between ceramic and porcelain, which elevates the density of useful information. The primary lack of proof is external; there are no links to third-party certifications or independent reviews.
Trust & Proof is read by weighing trust language against real verification. Below is the page-by-page tally of review mentions and external proof links, then the schema markup that may (or may not) declare verifiable ratings and identity proof.
🛡️ Trust Signals — reviews, proof links, trust-theatre check
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 0 | 3 |
| /collections/floor-tiles/ | 0 | 3 |
| /collections/kitchen-tiles/ | 0 | 3 |
| /collections/wall-tiles/ | 0 | 3 |
🔗 Identity & Technical Layer — schema JSON-LD: declared ratings, reviews & identity proof
Homepage schema
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "http://schema.org",
"@type": "WebSite",
"name": "Fired Earth",
"potentialAction": {
"@type": "SearchAction",
"target": "https://www.firedearth.com/search?q={search_term_string}",
"query-input": "required name=search_term_string"
},
"url": "https://www.firedearth.com"
}
]
/collections/floor-tiles/
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.firedearth.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Floor Tiles"
}
]
}
]
/collections/kitchen-tiles/
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.firedearth.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Kitchen Tiles"
}
]
}
]
/collections/wall-tiles/
[
{
"@context": "http://schema.org",
"@type": "Organization",
"name": "Fired Earth",
"logo": "https://www.firedearth.com/cdn/shop/files/FiredEarth.svg?v=1740405537&width=214",
"sameAs": [
"",
"https://www.facebook.com/FiredEarth",
"https://www.pinterest.com/firedearth/",
"https://www.instagram.com/firedearthuk/",
"https://www.tiktok.com/@firedearthuk",
"",
"",
"",
""
],
"url": "https://www.firedearth.com"
},
{
"@context": "https://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://www.firedearth.com/"
},
{
"@type": "ListItem",
"position": 2,
"name": "Wall Tiles"
}
]
},
{
"@context": "https://schema.org",
"@type": "FAQPage",
"mainEntity": [
{
"@type": "Question",
"name": "What are wall tiles and how do they differ from floor tiles?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Wall tiles are ceramic, porcelain or natural stone tiles made for vertical surfaces. They're typically lighter and finished for visual appeal rather than underfoot durability. Some porcelain tiles work on both walls and floors, so it's always worth checking the product specification before you commit."
}
},
{
"@type": "Question",
"name": "What are the best wall tiles for a bathroom?",
"acceptedAnswer": {
"@type": "Answer",
"text": "The best wall tiles for a bathroom are ones with a water-resistant, non-porous finish. Glazed ceramic and porcelain are both excellent choices. Our bathroom wall tile collections combine practicality with considered design: from soft neutrals to bold patterned tiles, all holding up well in humid conditions."
}
},
{
"@type": "Question",
"name": "Are wall tiles suitable for a kitchen splashback?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Wall tiles are an ideal choice for a kitchen splashback. Glazed ceramic and porcelain are heat-resistant, easy to clean and hardwearing. Pick a finish that works with your cabinetry and our team can help you get the balance of practicality and character right."
}
},
{
"@type": "Question",
"name": "How do I calculate how many wall tiles I need?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Measure the height and width of each wall area in metres and multiply to get the square meterage. Then add 10 to 15 per cent for cuts and wastage. Not sure where to start? Our online guidance can walk you through it."
}
},
{
"@type": "Question",
"name": "What is the difference between ceramic and porcelain wall tiles?",
"acceptedAnswer": {
"@type": "Answer",
"text": "Ceramic and porcelain wall tiles are both fired clay, but porcelain is denser, less porous and more hardwearing. Ceramic is lighter and easier to cut, making it a practical wall tile choice. Porcelain suits both walls and floors. Our product descriptions tell you which applies to each tile in our collection."
}
}
]
}
]
This page presents a snapshot of public data from Fired Earth, captured on May 30, 2026, to show how machine logic reads Trust & Proof signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to Fired Earth: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://firedearth.com to view the most current version of its content and see directly what this company is about and what it offers.