There are no marketers or business owners who ignore the growing percentage of users “read reviews before buying.” Over 90% read reviews and reviews before ordering a product or service. Not everyone, of course, reads reviews before the fact of purchase. There are optimists. But also what to conceal, not all people run to place an order after reading positive reviews. Nevertheless, the statistics are inexorable: 67% of successful purchases are made only after reading reviews about a product, service, company or store. In the case of doctors, lawyers and cosmetologists – about specific specialists.
The regular publication of positive reviews improves the brand’s reputation on the network and gives an increase in the unique content necessary to promote the resource in the search. For an online store of popular gadgets, it is difficult to compose completely unique content: descriptions of the same products are duplicated on hundreds of resources. In this case, the regular publication of “correct” reviews can become a powerful promotion tool. And where can you manage this array of opinions with one left, if not on your own site?
Some obvious facts that many ignore
Reviews are especially effective for applications, online stores, products for children, beauty salons and services in principle. How does PR work with reviews?
From the point of view of SEO-optimization, any feedback (both positive and negative) is unique content, often with keywords and the mention of a company or product. They are an indicator of the interest and activity of users, and also participate in the formation of the search results snippet (if micro-marking is correctly configured).
In addition, the content of the reviews helps to identify “hot topics” for buyers to create their own content on the site. A list of questions and answers, a newsletter, news or a company’s blog- any section can be a sales tool if you fill it with useful and popular content.
The second obvious point is the feedback, which allows you to optimize your business. One of our customers only after forty reviews in the spirit of “I didn’t want to take for a long time, too cheap a price for the original brand” decided to raise prices for part of the assortment. Both profit and sales conversion increased. But there are also less pleasant solutions based on feedback from reviews: for example, replacing or training staff or a delivery service.
Classical work with reviews – customer reviews on reviews sites
Typically, classic reviews mean customer reviews on review portals, maps, and review sites with company cards displayed on the basis of the rating. These are company directories, popular sites of their own subject. Reviews on such sites create more confidence in the company or store than the same reviews aggregated on the company’s website.
Especially if you can see that the company responds to negative reviews by entering into a dialogue and helping customers solve problematic situations, ideal if the company takes into account feedback and works on its service and training its employees. This is especially true for B2C industries.
Combining with your own sites
Have you worked with external sites? Combine this work with the functionality on your website. Add the “reviews about this product” tab or at least the general “company review” block with the ability to add your own reviews and participate in the product rating or rating. If buyers begin to use such functionality (you can motivate them with a newsletter, promotion, discount)- these are very useful behavioural factors for a site or store. Even negative reviews are user activity, which will be useful to publicly respond and solve the buyer’s problematic issue. Of course, no one cancelled the possibility of moderating reviews (spam and obscenities do not have to be left on your site).
Why do you think about other people’s opinions?
In addition to the obvious ones (attracting and retaining customers, developing loyalty programs and increasing revenue as a result), there are 2 more reasons why reviews are important from an SEO point of view:
- Improving behavioural factors
Your user surely would love to read interesting and natural reviews that leads to an increase in the view time for your webpage, average session and it duration as well as other potential conversions.
- Regular updating and unique content on product pages.
When it comes to the online store of electronics/household appliances and other consumer goods, reviews are vital – they help promote the entire resource by updating the content even in several major categories.
Each new review is not only a “plus one in karma” of the store. This is a high-quality, unique content that increases the weight of the page and affects the ranking where content marketing opportunities are limited. You can’t write something fundamentally unique about the new iPhone 7, but a detailed review of a loyal user can affect the position in the issuance of both the product page and the resource as a whole.
- Increasing a loyal audience
In any subjects, people trust the natural reviews, read them, take into account, willingly comment and “share”. In topics with a wide active audience (clothes, cosmetics, gadgets), reviews contribute to the growth of this potentially loyal audience.
Combining with your own sites
Have you worked with external sites? Combine this work with the functionality on your website. Add the “reviews about this product” tab or at least the general “company review” block with the ability to add your own reviews and participate in the product rating or rating. If buyers begin to use such functionality (you can motivate them with a newsletter, promotion, discount) – these are very useful behavioural factors for a site or store. Even negative reviews are user activity, which will be useful to publicly respond and solve the buyer’s problematic issue. Of course, no one cancelled the possibility of moderating reviews (spam and obscenities do not have to be left on your site).
Review sites and search engines are also being improved, and along with most people they can distinguish custom reviews from real ones. You should not write reviews as a package on one resource, but from one ip. There will be little benefit from this, the account and card of the company may be blocked or reduced in issuance. Trust specialized companies and take the time to work with the reputation of your company on the Internet (at least once a month, agree on a common strategy and sites).