Importance of Online Reviews for Businesses
Nowadays, it’s rare to find a business owner who doesn’t understand the importance of online reviews. Most businesses are already aware of this fact.
However, with all the responsibilities they juggle, business owners might sometimes think that having reviews on Yelp or Google is enough. This is where you, as an SEO specialist, need to remind them that other platforms also matter significantly.
Beyond the well-known sites like Facebook, Better Business Bureau, and Bing Places, there are industry-specific review sites that can greatly influence a business’s reputation and customer base. A simple search for "best [your-business-type-goes-here in city]" will reveal numerous review or directory sites ranking on the first page, in addition to the local pack.
Do Niche Review Sites Really Matter?
Yes, they absolutely do! Here are some compelling statistics to convince your clients:
- One-third of patients use healthcare-focused review sites to find doctors.
- 63 percent of consumers use a search engine to find online reviews, with only one-third going directly to the review site.
- 81 percent of millennial consumers prefer lawyers with online reviews.
- Review signals contribute to 7 percent of localized organic ranking factors according to Moz.
- Positive reviews and high star ratings can boost rankings, increase visitors, and build trust among potential customers.
These stats underline the importance of niche review sites in various industries like healthcare, legal services, home services, and real estate.
Top Niche Review Sites
Healthcare
- Zocdoc: Known for instant online bookings with listed providers. It’s free to be listed, but appointment scheduling requires a fee.
- Wellness.com: An online resource and reviews directory with over 3 million monthly visitors.
- RateMDs: Features more than 2 million doctor ratings and reviews, including hospital ratings on cleanliness and features. Free to sign up.
- Healthgrades: Provides ratings for doctors and hospitals. Their Patient Safety and Experience Awards highlight top hospitals in the U.S.
- RealPatientRatings: Focuses on plastic surgery with nearly 150,000 verified reviews. Requires a monthly fee to get listed.
- SeniorAdvisor.com: Lists reviews of senior living facilities and home health care providers, with an annual Best of Awards recognizing top care providers.
Legal Services
- Avvo: An online directory of lawyers with ratings and reviews. Claims that 97 percent of U.S. attorneys are listed. Uses a mathematical rating scale from 1 to 10.
- Lawyers.com: Collects ratings from both clients and peers. Represents 95 percent of attorneys in the U.S. and Canada and boasts 15 million monthly users. Part of the LexisNexis and Martindale-Hubbel networks.
Home Services/Contractors
- Angie’s List: Offers reviews for services like home contractors, auto repair, fitness, and childcare. Basic membership is free.
- HomeAdvisor: Gathers reviews of home service companies and sends leads to listed businesses. Claims a membership of 30 million homeowners.
Real Estate
- Zillow (and Trulia): Reviews realtors, brokers, lenders, and property managers. Hosts a database of over 110 million homes. Innovatively includes school ratings and crime statistics.
- ApartmentRatings: Hosts nearly 2.5 million resident reviews of apartment complexes.
Honorable Mentions
Businesses in the food, hospitality, and auto industries should also pay attention to relevant review sites such as:
- Restaurants and Food Services: OpenTable, Zagat, Zomato (formerly UrbanSpoon)
- Hotels and Travel: TripAdvisor, Expedia, Hotels.com, Orbitz
- Auto Industry: Cars.com, Edmunds.com, DealerRater
Additionally, businesses should manage their profiles on Indeed and GlassDoor to attract good employees.
Which Review Sites Matter Most?
To determine the most critical review sites for your client’s business, search for "best [your industry + location] reviews." The results will often include major sites like Google, Yelp, Facebook, and possibly TripAdvisor, along with industry-specific blogs offering excellent backlink opportunities.
Prioritize sites where your client has no rating or a negative rating, and implement a regular outreach program to encourage satisfied customers to leave reviews. Also, assist your client in responding to existing reviews to build a positive online reputation.
Conclusion
Niche review sites are crucial for helping your client rank for specific queries such as “best [industry] in [city]” or “[business type] near me.” Getting listed on these sites, maintaining a positive star rating, and actively engaging with customers through reviews can significantly enhance their online presence and customer trust.
Image Credits
Featured Image: Pixabay
Screenshots by Amelia Willson. Taken June 2017.
