If you follow SEO news sites, you’ve likely heard about Google’s expansion of review content in the Knowledge Panel for local businesses. Previously, Google only included its own reviews, but earlier this year, it added critic reviews from select publishers. The latest update now includes user-generated "Reviews from the web," which displays ratings from sites like Facebook and Yelp.
What does this mean? Reviews now play a more crucial role in your local SEO strategy. Third-party reviews are gaining more prominence in search results, even when users aren’t explicitly searching for them. A potential customer or hire might simply search for your location, and the reviews are now more visible and could influence their decision to work with or for you.
Which Review Sites Matter?
Don’t worry; figuring out an online review strategy is manageable. Here’s how you can do it:
- “[your business name] reviews”: This query helps you find sites where you already have reviews.
- “[your industry + location] reviews”: This query helps you identify sites where you should have a prominent listing with reviews.
- “[your industry] reviews”: This query helps you find additional sites for reviews, especially important if you have a national presence.
Next, create a spreadsheet with the following columns and enter the results from the first page of your three searches:
- Site: the URL of the site
- Search: which search query it appeared on
- Rank: its position in the search results
- Rating: your current rating on that site (0-5 stars)
- Goal: aim to maintain, get, or improve your rating, targeting around 4-4.5 stars for credibility.
Remove any non-review sites and you should have a substantial list.
How to Prioritize Your Review Generating Efforts
Focus on sites in the top three spots for each search or those appearing in multiple searches, especially where your rating is less than stellar. These are the sites that potential customers are most likely to visit.
How to Get Reviews
Now that you have your target sites, start asking customers to review. Make the process automated for you and easy for your customers. Here are some strategies:
Send Them an Email
Include a link to the review site in your thank-you emails after a service or purchase.
Use a Pop-Up on Your Website
If you have an online business, use a pop-up after a positive transaction asking for a review.
Offer up an iPad
For brick-and-mortar locations, consider having an iPad to gather reviews on the spot, making sure not to be too pushy.
Host a Giveaway on Social Media
This can help get more reviews and increase social engagement. Offer one of your products, a gift card, or another popular item in a giveaway, asking for a review as entry.
Conclusion
Gathering reviews can gain momentum. Develop a strategy, target specific sites, and ask satisfied customers for reviews. Your ratings and SEO will improve in no time.
Image Credits
- Featured Image: PatternPictures/Pixabay.com
- Screenshot by Amelia Willson. Taken September 2016.
