Competition exists in every field. In order to keep up with competitors in the current business climate, every company needs to manage their reputation, and one of the key aspects of reputation management is receiving, monitoring, and responding to both good and bad online reviews. Online reviews tell people that your brand is authentic and trustworthy.
Dealing with customer reviews and feedback requires time and a solid strategy that goes beyond simply sending a link to Google reviews. To help you manage a successful online reputation, we invited Thomas Ballantyne, a marketer and a local SEO speaker at SMX, Pubcon, and State of Search, to our SEMrush Chat.
Here are five ways how online customer reviews can amplify your SEO strategy:
Q1. What are the best ways that online customer reviews help in your SEO strategy?
1. Fresh Content
Customer reviews are an inexhaustible source of content ideas. Since your audience made use different terms than you, any questions that your customers ask about your product or service can lead to fresh content topics and new keywords. “Reviews can be a goldmine of content ideas. What are consumers really asking about your product or your business?” asked Chris Countey - @chriscountey.
Is #CONTENT the #SEO King? If so then consider how #reviews can be a fresh constant stream of content. #SEMRushChat #Q1
— Thomas Ballantyne (@Thos003) August 23, 2017
A1: Agreed with @Thos003. Updated online customer reviews provide fresh relevant content (that likely uses important keywords) #semrushchat
— Deren Baker (@deren_baker) August 23, 2017
Reviews are also a great form of user-generated content that comes directly from your users.
A1: Reviews add relevant user generated content to your site and advocacy to a product which wil correlate with improved UX #semrushchat
— Michael James Field (@Mikuss) August 23, 2017
2. Genuine Social Conversation
SEO no longer focuses solely on technical elements. In fact, it encompasses multiple aspects, including SEO that happens on social media search engines. If a person wants to learn more about your company, they are likely to open Twitter or Facebook to do a quick search to check out your business. By incorporating reviews into your social media strategy, you can trigger a real social conversation about your brand, increase its popularity, and prove love for your product.
A1: Probably no better form of engagement than a review. Turns a shopping page into a conversation and a resource = SEO #semrushchat
— Chris Countey (@chriscountey) August 23, 2017
3. Higher Click-Through Rates
An increasing number of consumers read online reviews before making a purchase decision. According to BrightLocal’s study, 84% of consumers trust online reviews as much as personal recommendations and 56% of buyers picked a business because it had positive reviews or good star ratings.
A1. Online customer reviews, especially if linked to your SERP, really help increase trustworthiness and CTR. #semrushchat
— Reva Minkoff (@revaminkoff) August 23, 2017
A1. User generated fresh and localized content, schema markup builds trust in SERP and improves CTR #SEMRushChat https://t.co/88YKox1g31
— Raj Nijjer (@RajNijjer) August 23, 2017
4. Review Sentiment Snippets
Google provides sentiment rich snippets of reviews in the Knowledge Panel in Local Search, making sure that people can learn more about your business and what consumers say about it. This means that you need to not only encourage customer reviews but also work on how to improve them.
A1 Google shows sentiment snippets in knowledge panels from reviews made to Google+ pages, impressing searchers about brands #SEMRushChat
— Bill Slawski (@bill_slawski) August 23, 2017
a1) Reviews are essential to local SEO. They appear in the local pack and Yelp is on page 1 of every local search. #semrushchat
— Ryan Johnson (@rsj8000) August 23, 2017
5. Credibility and Trust
When consumers see reviews of your business, especially positive ones, they can instantly judge whether or not they can trust your company enough to visit your site and read about your product or service. Even negative reviews can boost credibility and trust within your audience, as long as it is handled correctly.
A1: Reviews can help establish more trust compared to your competitors. If they don't have good reviews, all the better. :) #semrushchat
— Tripp Hamilton (@Tripp_Hamilton) August 23, 2017
Let’s sum up!
Q2. Do online reviews matter? What are some pros and cons?
Most of our chat participants agreed that customer reviews affect brands. Nowadays, people use reviews when performing their online research to understand what your business is really about.
Pros
Trust and credibility
If your clients express thoughts about your products or services, it benefits your brand image, even if you have some bad reviews. Encouraging customer reviews adds transparency to your brand and boosts trust and credibility with your audience.
A2: Online reviews definitely matter. Positive reviews can help build authority and establish trust with potential customers. #semrushchat
— Express Writers (@ExpWriters) August 23, 2017
Authority
People trust other people, especially those they are connected with through social media. Aside from collecting online reviews, reputation management includes responding smartly to customer feedback and leaving product reviews as a brand or an individual associated with a brand. It helps to show your expertise, to make new connections with companies in the same industry, to earn visibility in front of your audience, and to establish brand authority.
A2: The true voice of authority always come from the users. Peer reviews will always drive CTR & CRO for a product or service. #SEMrushchat
— Danny Ray Lima (@dannyraylima) August 23, 2017
Benefits of review websites
Some people tend to trust reviews on independent third-party sites because they think these reviews can’t be manipulated as easily as comments on a corporate site. Some websites even enable you to create live feeds from their sites to yours, so that you can create a webpage with customer testimonials from a trusted source.
A2. Review sites usually have high domain authority and keep showing up high in the SERPs organically. #semrushchat
— Reva Minkoff (@revaminkoff) August 23, 2017
This may serve as an additional opportunity to reach your potential customers when they are searching for more details about your product or service.
Cons
Spam and fake reviews
Unfortunately, fake reviews are not a rare occurrence. Many businesses have experienced a situation where their rivals leave fake reviews as a means of a competitive battle or an instance where a troll posts spammy comments.
What is the best thing to do when you receive a fake review? If it is a Google review, you can flag the specific comment to notify the Google team about a violation of their review policy. If a fake review is left on an independent third-party source or your own site, respond to it. By doing so, you can make it clear to your real customers you are aware of all their reviews, you take them seriously, and you are always ready to solve your clients’ problems.
A2: They are very important. Pros They help SEO, influence customer decision. Cons: competitors can spam you sometimes! #semrushchat
— Ramakrishnan? (@RamkiJeyam) August 23, 2017
A2. Review spam and/or getting rid of spurious reviews. Know a business with bad review meant for similarly-named company. #semrushchat
— Optimisey (@Optimisey) August 23, 2017
Negative impact on your business
People like to read negative reviews as they are naturally curious as to why those reviews were posted and why consumers complained about a specific product or service. If there are too many negative comments, it may have a negative impact on your business and itis important to spend time on responding to all those reviews. After reading a bad review, consumers will seek a response to it, and if they don’t see one, they will assume it is all true.
A2: Yes! Pros: Trustworthiness & fresh content. Cons: Bad reviews can be costly. #semrushchat
— Netvantage Marketing (@netvantage) August 23, 2017
A2: Reviews are high risk/high reward. Bad ones can sink you, but good ones can differentiate you from competition #semrushchat
— Deren Baker (@deren_baker) August 23, 2017
Nevertheless, too many negative comments may indicate that your clients are not satisfied with your product or customer service.
Therefore positive online reviews is a PRO. Negative online reviews is a CON. #SEMRushChat
— Thomas Ballantyne (@Thos003) August 23, 2017
Satisfying your clients is an essential part of your business, whether you receive a negative or positive review. If your customers are satisfied with what you offer, they will post more positive reviews, which can help your company’s profitability.
Although online customer reviews have both pros and cons, they are important for any business. “Even negative reviews are still positive if you use them to up your game!” said James Scroggie - @seoscroggie.
Q3. Do you believe that bad reviews can be a good thing for businesses? Why or why not?
Most companies believe that negative reviews can hurt their business and there is a good reason for that. Consumers read what other people say about a specific product or brand and then make a purchase decision based on those reviews. The more positive comments a company receives, the better the chance of attracting new clients.
However, are there any ways that bad reviews can be a good thing for your business? If you respond immediately and properly, you can remedy the situation and even turn it in your favor. By showing people you care, are eager to communicate, and want to resolve their issues, you can better earn their trust.
A3: As long as you respond to a bad review accepting the client isn't happy, then yes. Own and deal with issues #semrushchat
— Andy Drinkwater (@iqseo) August 23, 2017
Receiving criticism from clients who have tried your product or service can be a great opportunity for your brand to show off your expertise and experience.
A3: Gives you a chance to flex your brand/PR response muscles and show off your customer service skillz. #semrushchat
— Carolyn Lyden (@Carolyn_Lyden) August 23, 2017
A five-star rating can sometimes look too good to be true, as people are skeptical. According to Vendasta, 30% of people assume online reviews are fake if there are no negative reviews. A few bad comments, on the other hand, add a human element and a piece of honesty to your business.
A3) I guess if its' all 5-star reviews, then it can look false.Bad review with resolving reply from business = good #semrushchat
— Andrew Martin (@AndrewDoesSEO) August 23, 2017
Finally, a negative review can show you ways you can help your business. This can be the push you need to change, review your product and strategy, or focus on training your employees.
Bad reviews can be positive in two ways… #First and foremost, they can help a business change for the better. #SEMRushChat #Q3
— Thomas Ballantyne (@Thos003) August 23, 2017
Q4. What are the best ways to handle a negative review?
1. Be Genuine, Polite, and Quick
Even if the reviewer was wrong, you should respond politely and genuinely. It is important to keep in mind that your response will be read by other people and over the time, your comment may be seen hundreds of times by your potential customers. When responding, try to figure out what dissatisfied the reviewer and how you can handle the problem quickly.
A4: Immediately and with patience. Sometimes the customer just wants to be heard. #semrushchat
— Netvantage Marketing (@netvantage) August 23, 2017
A4 Be professional, be polite, & solve problems. Review company processes and practices and learn from the experience. #SEMRushChat
— Bill Slawski (@bill_slawski) August 23, 2017
2. Don’t Act On Emotion
It can be hard not to take a bad review as a personal attack, however, when responding to criticism, make sure that you don’t act purely on emotions. Some brands make situations worse by answering with sarcasm or by being insincere. It is good to take time to think over your response, but don’t make the reviewer wait too long.
Q4 #semrushchat Don’t panic & don’t answer a bad review if you are emotional! Calm yourself b4 answering to avoid making it worse.
— Hilary St Jonn (@HilaryStJonn) August 23, 2017
3. Be Specific and Avoid Dubious Answers
If a person mentions something in particular about your company, don’t ignore the issue and provide a direct answer. Be specific to demonstrate that you are not a robot and are dedicated to helping your customers. A direct answer will make the reviewer feel heard and understood.
A4: Answer honestly and fix the issue so you can make them a customer again and potentially fix the review they left. #semrushchat
— Steve Seeley (@SteveSeeley) August 23, 2017
4. Offer To Take the Conversation Offline
You can offer to take the conversation offline by providing your phone number and a way to connect privately. This will show the reviewer that you want to resolve the problem for them, not just for the online audience.
#Q4 First off, if you can, contact the customer offline and fix the problem. #SEMRushChat
— Thomas Ballantyne (@Thos003) August 23, 2017
A4. This. Acknowledge it and take it off line - you don't want to be in a public slanging match. #semrushchat https://t.co/LRBsWjvXXs
— Optimisey (@Optimisey) August 23, 2017
5. Never Ignore a Negative Review
No matter how bad the review is, you should never ignore it or, even worse, delete it if it is posted on your own site. Ignoring or deleting it will reflect even worse than the initial negative comment because it will make you look like an unprofessional brand that doesn’t care or doesn’t pay attention.
A4: Never ignore a negative review. Give assurances that it will be looked at and give contact details #semrushchat
— Andy Drinkwater (@iqseo) August 23, 2017
If you resolve the issue of the dissatisfied reviewer ask them to update their review:
#Q4 If you have solved the problem then ask them to update their review. #SEMRushChat
— Thomas Ballantyne (@Thos003) August 23, 2017
Even if your product is great and your customer service is excellent, it is very difficult to entirely prevent bad reviews. In fact, people leave negative comments more often than positive ones. Nevertheless, being responsive in a genuine manner can help you change the negative experience into a potentially positive one.
Q5. What are some of the most effective ways local businesses can increase their online ratings and reviews?
Many local businesses make online ratings and reviews a critical part in their local SEO strategy, and there is a good reason for that; they can affect your rankings in local search engines and your consumers purchasing decisions. Here are a few actionable tips that local businesses can use to increase online ratings and reviews:
1. Make Your Customers Happy
As a business, your primary goal is to make sure that your customers are happy. Only truly satisfied clients will endow you with good reviews.
Focus on how to EARN a good review. Hint: Make a customer smile. #SEMRushChat #Q5
— Thomas Ballantyne (@Thos003) August 23, 2017
2. Ask For a Review
Some review websites frown upon asking customers to submit reviews, therefore, you need to check the terms and conditions for any review site you are going to use. For example, Google suggests that businesses encourage their customers to leave reviews.
A5: #SemRushChat Get ready folks... Because I'm about to rock your socks off.
The #1 way...
To get more reviews...
Ask nicely. pic.twitter.com/F1RTxDuzMi
— Colt SebastianTaylor (@ColtSTaylor) August 23, 2017
A5. Ask for reviews. My favorite is the sign that says like us, leave a review, have an issue, tell us. #semrushchat
— Reva Minkoff (@revaminkoff) August 23, 2017
3. Follow Up With Your Customers
To encourage reviews, you need to take time to send a follow-up email to your clients who purchased your product or services. In your message, you can kindly ask them if they have a chance to share their feedback.
#semrushchat A5: If you go above and beyond and do a good-job, kindly follow-up to get ALL reviews; so important, especially for growth! https://t.co/ZaSZ48PaO6
— Alex Singleton ? (@theAJSingleton) August 23, 2017
In some cases, it can be useful to mention an incentive for leaving a review, such as a discount for a future purchase:
A5. Ask for it. Follow-up when you do something good. Give a discount.
Yes, it's against some TOSes, but do what you gotta #semrushchat
— Doug R. Thomas, Esq. (@ferkungamaboobo) August 23, 2017
4. Use Review Platforms and Services
Some businesses use special review websites based on the industry they work in, such as Yelp or TripAdvisor.
A5. They are services that will help you get new reviews, @getfivestars and @yext Or you can send surveys too #semrushchat
— Jason Brown (@keyserholiday) August 23, 2017
A5: commending @GetSpiffy their customer review workflow was built into their messaging, materials & app Natural & not invasive #semrushchat
— JP Sherman (@jpsherman) August 23, 2017
You can also try this list of online review sites for collecting business and product reviews created by Hubspot.
5. Don’t Pay For Reviews
Buying reviews may be tempting, however, purchasing a good reputation is never an option. Many people rely on online reviews to get helpful insights on various businesses and products. If you can attract customers with fake reviews, but your product isn’t good enough, there is a big chance you will be uncovered and people will eventually stop buying from you.
Further, don’t pay customers for online reviews. #SEMRushChat
— Thomas Ballantyne (@Thos003) August 23, 2017
Make sure to monitor the reviews you get, whether it’s your own site or third-party review sources, to learn what people say about your brand and know how to respond strategically.
We would like to thank Thomas Ballantyne and our other chat guests for sharing their expertise and tips for collecting and dealing with online reviews.
Make sure to join us this Wednesday as we discuss “Challenges Small Business Owners Face Today” with special guest, David Mihm!
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