These days, the Internet makes buying anything a deep dive into product reviews, consumer ratings, and price comparisons. Buying a car is no different. Edmunds is a web-based automotive research site that connects millions of car shoppers with thousands of car dealers. It was named one of the most trusted prominent online review sites and was once ranked fourth overall, outperforming Yelp, Google+, Hotels.com, City Search, and others. With millions of unique monthly visitors and thousands of car dealers adding their inventory to Edmunds's catalog of used and new vehicles, being trusted is important. But what does the company do to sustain that ranking and maintain the trust of millions of people?