Customer reviews are powerful and can directly impact the success or the failure of a business. Online reviews are a big part of the customer journey and decision-making process, and over 99% of customers read reviews prior to shopping for goods and services. That’s pretty much every customer your business may be trying to connect with. So it’s easy to see how important reviews can be for your growing organization, as they are a prime signal of consumer trust. Let’s dive into reviews in further detail as well as how you can leverage reviews to grow your business.
The Value of Building Consumer Trust and Credibility
We can clearly see that almost everyone seeks out reviews to determine whether they should make a purchase or book a service. Consumers want to be aware and informed so that they fully understand both the benefits and drawbacks of a product or service. And almost 50% of consumers say that they trust online reviews to the same extent that they would trust a personal recommendation.
Reviews influence purchasing decision because they act as proof, providing personal experiences, photos of products and even videos to showcase a reviewer’s feedback. Positive reviews provide businesses with a competitive edge and showcase that a business provides superior customer service.
Negative reviews, on the other hand, can be even more impactful. 96% of consumers will actually look for negative reviews, and a perfect score can feel suspicious or less credible. People are aware of digital manipulation and may be skeptical if a company has a large number of reviews but no less-than-perfect scores.
The quantity and timing of reviews also matters. Although there is no “magic” number of reviews, you can typically look at competition to see what you should be aiming for. Certain industries like the home service industry have businesses with hundreds of reviews, which signals a lot more experience and credibility than a business with just 10. Additionally, 73% of potential customers do not believe that old reviews have significance and are looking at your newest most recent feedback. So soliciting reviews consistently is important for your business to stay relevant and generate sales.
Are Reviews Important for SEO?
The short answer: YES! But WHY do reviews benefit SEO? Let’s take a look at some of the main reasons that reviews are so important for SEO.
Reviews help local search results
Google’s algorithm considers multiple factors when determining the best web pages for relevant searches. Google determines relevance by analyzing the keywords used, the quality of the content and overall user intent. For instance, if someone is searching “best HVAC company in Phoenix, AZ”, Google will prioritize pages that contain those keywords, have strong content and the brand has positive user engagement. Google also considers factors like time on page, overall user engagement and clicks as core indicators of the appeal of your website pages based on the search.
These same factors apply to online listings or directories. Your Google Business Profile an example of a business listing, and a very important one at that. A Google Business Profile that is getting frequent reviews and has overall engagement can help Google to show your business in the Local Map Pack. Additionally, the 5-star rating can be a determination in boosting clicks by 25%, and over 50% of consumers are more likely to click on your map listing if you show positive review score in the Map Pack.
In addition, when people search for goods or services without a business name (essentially an unbranded search), reviews play a major role in helping search engines to understand the quality of your product. Quality reviews can increase your website’s chance of ranking for these type of high-intent search queries.
Reviews can help your site to rank for long-tail keywords
Relevant keywords in reviews can help a website to rank for more keywords. For example, if a review states that the hotel was “clean and spacious with an extra pull out sofa bed”, the user-generated content holds terms that are searched by others and can come up in results because of the words that are used in both customer reviews and owner/business response.
Review responses signal credibility
Google uses E-E-A-T to assess the quality of your website. This stands for Expertise, Experience, Authoritativeness and Trust. Reviews help to showcase these pillars, providing examples of your experience through the eyes of your customer. Reviews can emphasize your brand’s skillset and competence, and in the same manner positive reviews tell Google that people trust your brand’s products and services, which Google finds very important, since Google’s main goal is to find the best most relevant result for their searcher.
Managing and Leveraging Customer Reviews for Growth
Always Encourage Customer Reviews
Make sure you have a system in place for review generation, as getting customers to leave your business a review can be challenging. Make sure to ask at the right time: requesting completion of a review right after a purchase or a service is a good idea, especially if the client is highly satisfied. This also ensures it stays top of mind. Provide your customers with a direct link to your Google Business Profile or to other review pages (Yelp, Angi, Facebook) and make sure any client satisfaction surveys or follow up contain easy to find links or QR codes. You can also offer incentives to encourage reviews by providing discounts or rewards.
Don’t Forget To Handle Negative Reviews Professionally
As important as it is to respond to positive reviews, it is equally important to respond to negative reviews with grace and understanding. Make sure to acknowledge the negative experience and show empathy, as well as offer a solution such as a refund, replacement or further assistance. This demonstrates that you value your customer’s feedback. Addressing the concerns is a major indicator that you handle negative experiences well and provide good examples for future potential customers.
Use Your Reviews In Your Marketing
You can use your review platform in your marketing efforts to further convey your credibility and brand standing. Showcase your reviews / testimonials on your website in prominent places like your homepage and service pages. Use review count, responses in ads and print materials so that others know what your consumer feedback sounds like. Video testimonials in particular are highly persuasive and can benefit your business by showcasing satisfied customers and what they have to say.
Take The Hard Part Out Of Managing Your Brand’s Reputation
Reviews are a key component of a successful marketing strategy and impact SEO as well as your brand positioning. They are essential if you are looking to grow, and actively managing these reviews and understanding the role they play in your marketing services is critical.
Want to turn your customer feedback into a growth strategy? Let HardPart Media help manage your online reputation and build lasting trust with your audience. Contact our Scottsdale advertising agency today!