Welcome to Kiran Gutha‘s blog on Consumer Reviews Can Make or Break an Online Business. Positive online word-of-mouth reputation helps in searches and bringing in new customers.
Consumer Reviews
As more consumers use the Internet to research and make purchases, positive reviews are proving important for businesses looking to get ahead. Reviews that are perceived as genuine by consumers can inspire trust and entice sales. Negative reviews muddy the waters, making consumers think twice.
BrightLocal study confirms what many businesses already know: reviews matter. That study found 70% of respondents felt positive reviews made business more trustworthy. About 60% said positive reviews made them more likely to patronize a business.
Online Reviews Matter
Search engines tend to pay a little more attention to online reviews than many realize. Google may not use reviews directly in its organic search algorithm, but they do factor into rankings for three other types of Google-based searches:
- Mobile Searches
- Local Carousel
- Map Searches
A study conducted by Digital Marketing Works found a rather “strong correlation” between reviews on a business and its ranking in regard to the Carousel position. Essentially, this Google feature tends to pull in the “best” businesses first, giving them more exposure in the process.
Google’s increased emphasis on reviews is also evidenced in its encouragement of Google+ users to review local businesses.
The result is a greater need for SEO pros to adapt to become more ratings inclusive. Onsite reviews can be important, but small businesses in particular are finding reviews on independent sites such as Yelp, CitySearch and Amazon are also crucial.
Businesses are warned to steer clear of fake reviews. Google and third-party sites are cracking down on fake reviews by wiping all reviews off accounts, essentially forcing a business to start over.
Tips For Getting Legitimate Reviews
Garnering positive reviews online involves a soft approach that blends science, art, and good old-fashioned business sense. Here are 12 tips to make it happen:
- Examine Google – Do a Google search to determine what review sites it’s using for the industry in question. The map pins that pop up for a local region can help tell this.
- Put service first – Businesses won’t get glowing reviews if they don’t deliver great service. Make that the priority for the business itself and for reviews.
- Don’t pay for reviews – This includes giveaways, social media freebies and making it easy for consumers to review on in-store computers.
- Don’t ask for Yelp reviews – This site prohibits businesses from doing so. Instead, just post a Yelp sign to hint at the possibility.
- Display reviews – Show off the glowing ones by posting them inside a business. This could plant the seed for more.
- Use a soft-sell approach – Make suggestions for customers to review by putting up review logos inside a business.
- Don’t push a particular site – It’s best to have reviews spread across a number of sites.
- Use HTML to help – For reviews posted on a business’s website, it’s helpful to use schema markup to help Google identify the type of content.
- Manage reviews – Keeping up with online reputation is important. Use tools like Google Alert to do so.
- Make connections with customers – Use email, social media, and other tools to create a community of customers and pay attention to their ideas.
- Don’t go overboard – Shoot for reasonable numbers, such as one or two reviews every three months. This allows for a more natural accumulation over time.
Word-of-mouth advertising is powerful in both the online and offline arenas. Build a powerful online reputation by earning positive reviews with great customer service and then by gently encouraging positive praise.
Learn to harness the power of positive reviews and online reputation plus other marketing skills with Kiran Gutha. Consult me now.!