Consumers these days can find any service or item with a quick Google search. In a recent article from Search Engine Watch, Customer reviews: The not-so-secret SEO tactic, points out this convenience for customers is why companies are seeing an increased need for transparency. It helps a business stand out from competitors. One of the ways a company will stand out is through Google Customer Reviews. We’ve highlighted key parts of the Search Engine Watch article we think are most important.
What is Essential to Business Customer Reviews?
Transparency is a key aspect of developing customer interest. Surprisingly, consumers seem to want to know that an item has a flaw or two. “Consumers are practical…(and) skeptical of products and services with uniformly positive feedback….people are more likely to be influenced by ratings between 4.2 and 4.5 out of 5, according to GetApp.” (source)
SPAM is one of the most frustrating aspects of online communications. Even with safeguards in place, it’s possible for people who have never used your product to post an unflattering or inaccurate review. “Invitation-only platforms negate the threat of fake reviews by only soliciting them from genuine customers who have purchased products from their clients…when people know that your reviews have all been left by genuine customers, you build confidence and sales.” Transparency is once again a sought-after attribute for the consumer when it comes to reviews. Words from verified purchasers will hold the highest weight.
What Information do Customers Seek?
The best Google Reviews will have a lot of information to offer potential customers. Fan and Fuel research from December 2016 found, 92% of consumers hesitate to make a purchase if a product doesn’t have any reviews. Also, BrightLocal reports 88% of consumers trust online reviews just as much as recommendations from people they know. (source).
Google Business Reviews Should Include:
- Volume- the more reviews, the better
- Variety- customers who discuss different features will be helpful
- Positive reviews- what did people specifically love?
- Negative Reviews- “negative (reviews) provide a great opportunity to show off your customer service skills.”
- Verified Customers
- Specific information about a product
Reviews are important, but won’t guarantee a Google search will pull your company to the top of the search list. “Ideally, your business should show Google organic stars, the recognizable rich snippets that help your website stand out in search listings.” (Search Engine Watch) SEO is a vital factor for anyone wanting to reach customers online. Consider the ideas from Search Engine Watch we’ve highlighted and ask your customers to review your business. It could be the boost you’ve needed all along.