As a business owner, it’s crucial to understand the impact that online reviews can have on your company. In today’s digital world, customers rely heavily on online reviews before making a purchase, and those reviews are becoming even more influential as time goes on. While some businesses might be hesitant to embrace the idea of utilising customer feedback in this way, the reality is that leveraging customer testimonials through review platforms can be an invaluable tool for growing your business and increasing conversions. This blog post will look at why using review channels effectively should be an important part of every company’s marketing strategy as well as the impact that Google’s sequence of new algorithm updates has had on online reviews.
The Importance of Reviews for Businesses
In today’s digital age, reviews have become a vital part of any business. Reviews provide potential customers with an unbiased opinion about your product or service, which can help them make an informed decision about whether to visit a website, inquire into a service, or even purchase a product.
Reviews can help a business build trust between new customers. Positive reviews indicate that previous customers had good experiences with your business, which helps reassure potential customers that they can expect the same level of quality when dealing with you. On the other hand, negative reviews give companies valuable feedback on where they need to improve their services in order to ensure customer satisfaction.
In a more technical sense, online reviews are an essential facet of SEO (search engine optimisation) with search engines such as Google allocating more relevance to those that have proven themselves to be trusted sellers or service providers. As such, you can expect to see businesses with a considerable number of positive reviews outrank those that may be lacking in this aspect.
How Google’s New Update Affects Reviews
Google recently released a new update that impacts the way reviews are displayed in search results. This update affects both businesses and users alike and has the potential to drastically alter how people find information about businesses online.
Businesses will now have more control over the content featured on their page within search results. Reviews from customers can still appear for well-established sites, but reviews from lesser-known review platforms will no longer be visible. Furthermore, reviews must meet Google’s guidelines for accuracy and legitimacy before they are included in search results. If customer reviews don’t meet these standards, they won’t be shown at all.
Google’s new official documentation about product reviews provides a set of questions intended to help business owners and digital marketers gauge how much weight may be accredited to a review.
“Express expert knowledge about products where appropriate?
Show what the product is like physically, or how it is used, with unique content beyond what’s provided by the manufacturer?
Provide quantitative measurements about how a product measures up in various categories of performance?
Explain what sets a product apart from its competitors?
Cover comparable products to consider, or explain which products might be best for certain uses or circumstances?
Discuss the benefits and drawbacks of a particular product, based on research into it?”
Google values high-quality reviews that contain evidence the reviewer has used the product like pictures and videos. Plus, Google wants the reviewer to show they have spent a significant amount of time with the product. This means that businesses can no longer rely on a high rating alone for positive search visibility, but must instead demonstrate customer satisfaction in order to make a strong impression in search results.
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