Online Reviews and Public Feedback: Boosting Local Search Performance
Online reviews and customer feedback significantly influence consumers’ purchasing decisions and are increasingly important in local search rankings.
If you aim to enhance your brand’s local search ranking and performance by leveraging reviews and feedback, here are some key insights and best practices to get you started.
Online Reviews and Local Search
According to a local SEO report by Moz, online reviews are among the top seven factors that influence a business’s appearance in local search results.
The quantity of reviews your brand has, the speed at which they are generated, numerical ratings, diversity of review sites, and the authority of reviewers all contribute to your ranking in local and organic search results.
Improve Your Local Search Ranking Using Online Reviews
Claim Your Business Listing on Google My Business
Start by claiming or creating your business listing on Google My Business. This platform is crucial for improving your local search ranking.
Local search results on Google display in various formats, such as Maps-based results, the "local pack," and localized organic results. A well-managed Google My Business listing with robust reviews and ratings can significantly enhance your local search performance.
Claim Your Business Listing on All Relevant Review Sites
After establishing your presence on Google, claim your business listing on other relevant review sites. Platforms like Yelp, TripAdvisor, Facebook, and industry-specific sites such as Zomato for restaurants or Healthgrades for healthcare providers are essential.
A strong presence on these review sites signals to Google that your business is actively engaged in the local search community.
Ensure NAP and Local Data Consistency
When claiming listings, ensure your business information is accurate and consistent across all platforms. Inconsistent information can negatively impact your local search ranking.
Ensuring your name, address, and phone number (NAP) are consistent is critical to avoid potential sales losses and maintain a high local search ranking.
Add Reviews to Your Website
Including online reviews on your website can boost SEO efforts and conversions. Reviews provide dynamic content that can increase interaction and engagement rates. For instance, product page visitors who read reviews have higher conversion rates.
You can use widgets or plugins to display reviews from platforms like TripAdvisor and Yelp on your website, adding fresh content and encouraging user interaction.
Share Reviews on Social Media
While social signals may have less impact on local search rankings compared to reviews, maintaining an active social media presence can still benefit your brand. Sharing positive reviews on platforms like Facebook, Twitter, and Instagram fosters trust and engagement.
Mine Reviews for Research
Analyzing online reviews can refine your SEO strategy and help with keyword research. Reviews provide insights into customer preferences, enabling you to optimize product descriptions and improve search relevance.
Respond to Reviews and Optimize for Search
Responding to reviews shows customers that you value their feedback and creates fresh content that search engines can crawl. Engaging with reviews can lead to higher interaction rates and better local search rankings.
Generate Positive Reviews and Manage Negative Feedback
Develop a strategy to generate new reviews while managing feedback effectively. Avoid fake reviews and review solicitation practices that violate platform guidelines. Utilize systems like the Net Promoter Score (NPS) to identify satisfied customers and encourage positive reviews.
Wrap-Up
Search engines prioritize online reviews because consumers trust and rely on their peers’ opinions. By leveraging reviews and aligning with customer language, you can enhance your search performance and overall business success.
Image Credits
Featured Image: Georgejmclittle/Shutterstock.com
All screenshots by Chris Campbell. Taken May 2016.
