Amazon S3 · 2017-02-15 · see when searching for your business • Positive reviews contribute to...
Transcript of Amazon S3 · 2017-02-15 · see when searching for your business • Positive reviews contribute to...
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ONLINE REVIEWS: HOW THEY IMPACT SALES & SEO
QUICK INTRODUCTIONS
ONLINE REVIEWS & YOUR FEAR
What if someone gives us a bad
review?
If we ignore them they will go away,
right?!?!
That customer was just stupid to begin
with.
I’ll just have my friends and family
leave me good reviews.
WHY DO ONLINE REVIEWS MATTER
• Reviews are one of the FIRST things people see when searching for your business
• Positive reviews contribute to increasing conversion rates more than any other local SEO tactic
• Reviews boost your business credibility and provide social proof - feedback from others with similar needs
The importance of reviews will only continue to grow...
WHY DO ONLINE REVIEWS MATTER
Some statistics: • 84% of people trust online reviews as
much as a personal recommendation• 74% of consumers say that positive reviews
make them trust a local business more• 58% of consumers say that the star rating
of a business is most important*source: BrightLocal consumer survey report
WHY DOES GOOGLE CARE
• Google needs validation of their search results
• They help build trust in your search results• It is a ranking factor- especially for local
search results• According to Moz, ratings make up 10% of
how Google (and others) determine rankings (more on this later)
FIRST THING’S FIRST
• Ensure you have properly claimed your Google listings for each location (if you have multiple) or you will be unable to respond to reviews as they come in
• This goes for any other platforms you would like to get reviews on (Facebook, Yelp, etc.)
WHICH REVIEW SITES
• Find the most appropriate sites for your industry - what websites do your customers use most frequently?
• For any business, Google and Facebook are a great start
HOW TO GET REVIEWS
Ok, great - you’re prepared for reviews! For most businesses, they won’t just roll in.
Things to consider:• What are your GOALS • When are your customers the happiest?• What touchpoints do you already have with
them that you could leverage?• Personal ask vs. automated requests
7 out of 10 consumers will leave a review for a business if they’re asked to
WHERE TO SEND A USER
Once you’ve got their attention, where do you send them?
Generally speaking, sending them to the location pages of your website is the best strategy. This helps:
• Generate company reviews with proactive review outreach from happy customers
• Funnel company reviews on location-specific sites, such as Facebook and Google, which have the most value
• Take control of negative client feedback before an official review and rating are given
• Get customers to review the right location (if you have multiple)
REVIEW PAGE EXAMPLE
REVIEW ACQUISITION STRATEGY
Consider setting aside a small budget • If you have their email addresses target them on
Facebook• Target people who have liked your Facebook
page• Segment your email lists and spread them out
initially
REVIEW MANAGEMENT
• Have a process in place for someone to monitor your review sites and be alerted where and when there is a new review
• Identify stakeholders at each location that have the authority to respond and rectify negative situations
• ALWAYS respond - this isn’t for the user leaving the reviews, it’s for the public
RESPONSE EXPECTATIONS
• 52% of customers expect to hear back from brands within 7 days of posting an online review.
• 78% of consumers say that seeing management respond to online reviews makes them believe that the business cares more about them.
• Goals: Resolve the issue. Offer a solution. *source: ReviewTrackers
RESPONSE EXAMPLES
RESPONSE EXAMPLES
NEED A LAUGH?
Real actors read Yelp reviews
RESPONSES: WHAT TO/NOT TO DO
Don’t:• Get defensive• Take it personally
Do:• Respond professionally and publicly.• Take it offline quickly.• Stay positive and keep calm.
ADDITIONAL BENEFITS
• Ratings shown in search results
• Can be used with paid search as an ad extension
• Schema to show ratings on your site• Improves click-through-rate
REVIEWS & SEARCH SEO is constantly evolving in response to frequent changes in how search engines index and serve results.
• Mobile search queries finally surpassed desktop in 2015
• 72% of consumers who did a local search visited a store within 5 miles.
• 88% of consumers trust online reviews as much as personal recommendations
• 80 - 82% of the links search users click on are organic.
WHAT’S IMPORTANT?General Ranking Factors for Local Search in 2016
ORGA
NIC
| SEO
SEO BEST PRACTICES
● Focus on the quality and authority of the domain coupled with locally relevant and useful content.
● Utilize rich snippets to give search engines additional insight into what content is and compete for clicks in search results with rich displays.
● Build a quality site structure that allows for optimal crawling and good user flow
● Acquire relevant high-quality backlinks from industry sources that have authority.
Rich Snippet Example ORGA
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| SEO
LOCAL SEO FACTORS
1. Relevance: How good of a match is your local listing with what is being searched for.
2. Distance: Distance from each location for the searcher.
3. Prominence: How well known a business is.Site authority: links, directories, ratings,etc.