Meeting with clients every day, we get to see their frustrations with online strategies, promises of improved SEO and solutions that have come, been paid for and gone. We talk about SEO – and the corner of it that we operate in – as a series of small improvements that add up to make a big impact.
What we’re seeing now, with the adoption of online review building solutions now a stable of our offering, is that a steady stream of reviews can have a significant impact on getting discovered and generating conversions to sales. Building online reviews does have seen success, but don’t take our word for it. We’ve been reading quite a bit and have found some really great articles around the web that point out the reasons why.
We encourage you to have a look at these and join us back here in the comments for a discussion about building online reviews.
• Reviews are the Most Prominent Local SEO Ranking Factor in 2017
Search Engine Journal, November 13, 2017
A business with a significant number of reviews on its Google My Business page can rank relatively well in local packs. However, it’s not just the number of reviews that matter. Even more important than quantity of reviews is what’s being said in those reviews. Google My Business pages with reviews that mention a keyword, and/or the name of a city, were found to have higher rankings in Google’s local pack. (Read more)
• The Impact of Online Reviews on Businesses
BrightLocal, March 15, 2017
Key ‘Takeaways’ From This Post
- Consumers are likely to spend 31% more on products/services from businesses that have excellent reviews.
- 85% of customers trust online reviews as much as a personal recommendation
- A negative review can drive away approximately 22% of customers
• How Online Reviews Impact Local SEO and Why They Matter to Your Bottom Line
Shopify, February 7, 2018
Typically, by the time someone has started looking at review websites (like reviews on your product pages or Facebook, Epinions, Angie’s List, or elsewhere), they’ve already figured out what they need and how a business might ideally fulfill that need. The critical thing to note is that the mental gap between reading a review and making a decision is ridiculously small — and customers typically decide yes or no almost immediately. So, as a small business, your online reputation can directly influence your bottom line. (Read more)
• Why Online Reputation Management Is Like Brushing Your Teeth
Entrepreneur, December 17, 2015
Think about why you brush your teeth. You don’t do it because your teeth are brown and dirty. You do it preventatively. It’s a habit that’s good for you because it impacts your long-term health and the look of your smile. Now think what would happen if you waited until your teeth were gross before you decided to start brushing. Your teeth might fall out. You’d probably get gum disease. Your smile would be tarnished and discolored. It might be too late to fix everything and, at the very least, you’d have a lot of ground to make up. Brushing your teeth is an insurance policy against all those negative outcomes. Online reputation management (ORM) works the same way. Many folks realize how important their online presence is only once they have a problem — a nasty negative, an ex’s rant, a sketchy forum that sticks out like a sore thumb, etc. We fix these results, but it can take months and months, or even years. And that can be a hard pill to swallow. (Read more)
You could have hundreds of reviews and a high average star rating, but if your most recent review is from a year ago, for all a customer knows you could be a completely different business by now. How do they know that your current staff is as friendly and knowledgeable as last year’s? How can they be sure your product quality hasn’t declined over time? If customers haven’t been reviewing your business lately, who have they been reviewing instead? (Read more)
These are just a handful of articles about the importance of building online reviews that are available online. It’s a topic we’re always happy to discuss too.