The Value of Online Reviews to Search Engine Marketing

30th June 2020

When it comes to generating more clients, businesses will need to leverage Search Engine Optimization (SEO) as an important component of their marketing campaigns. Blog creation and link-building activities make up the core of SEO, but businesses may still find considerable value in online reviews.

People nowadays are more motivated to express their feelings for a brand. Businesses can use positive reviews to the advantage of their SEO campaign. Let’s find out how reviews can help put your business front and center.

1. Getting more conversions

When people like your product and leave a review about it on your site or on Google it can make your business more competitive. So, how does this benefit your position in the search engine results page? Google rewards businesses that give the best experience to their customers. When people have positive sentiments about your offers, these offers are listed as Rich Results, meaning your products are prioritized for potential customers. This enhances your click-through-rate which, in turn, improves your conversions.

2. Getting favor from search engines

It’s true that customers are more likely to leave negative reviews than positive ones. If you want Google to rank your website higher, you should focus on getting positive reviews from clients. It all boils down to how you deal with customers or clients directly, respond to queries, and provide them a positive experience throughout the process. You may also need to encourage customers to leave a review of the products they have just purchased in exchange for a small gift.

3. Adding keywords to your website

Keywords are what determine the position of your site in the SERPs. With customer reviews, you are adding keywords to your website. Ninety-two percent of small business marketers believed keywords in online reviews were important. This enables you to compete with companies using the same keywords, thereby increasing your chances of gaining a better position in the SERPs. From there, it will be easier for your business to generate organic traffic.

4. Enable customer retention

If your business’s website is not doing enough to retain customers, the number of reviews it has will attest to that. Reviews, especially longer ones, indicate that people are staying on your website for longer durations. This is great from an SEO perspective as longer dwell times show that your website is relevant to your market. On the other hand, if you barely have any reviews, you may need to revamp your product listings, optimize your pages, and create more engaging webcopy.

5. Engaging customers

Finally, reviews can be avenues for making improvements to your products or enhancing customer experience. Negative reviews garner bad publicity which can also affect your SERP positioning. By responding directly to reviews, you are showing search engines that your site is active. This, in turn, could lead to better search rankings for your brand.

In this day and age, everyone’s opinion matters, especially when people have something positive to say about your business. That said, you should value positive reviews and respond to negative ones. Treat reviews as an opportunity for spreading your online reach!

Corey is an all round tech guru who has worked at some major blue chip companies. He started Poweronemedia to share his views and knowledge with the rest of the blogging world.