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Google + Reviews:Everything you need to know

Welcome to today’s webinar:

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Joe GiarratonoTeam Lead, Account Management

Trustpilot

Today’s Speakers

Ada PallyVP of Client Services

3Q Digital

Questions?

● Use the “Questions” pane on the control panel to ask any questions throughout the webinar

● We’ll answer questions as they come, at the end of the session, and via email

Agenda

Quick Intro to Trustpilot & 3Q Digital

The Why & How of Reviews in Google

Where do Reviews Show Up in Google

How to get Ratings & Reviews in Google

Leveraging Reviews to Optimize Marketing

Questions

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Who is Trustpilot?

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Why does Trustpilot Exist?

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– Quick FactsTeamA dedicated, 200-member team of innovators, entrepreneurs, data junkies, and growth agents.OfficesTeam members throughout the nation with offices in San Francisco, San Mateo, New York, Chicago, Vermont, Raleigh, Austin, and San Diego.Partners$1/2 Billion under management globally. Strong relationships with the networks - inclusion in Alphas & Betas and special client events.MissionTo drive relentless, sustainable growth and innovation for our clients.

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Full-Service Digital AgencySEO

Mobile

Digital & Business Strategy

Creative

Decision Sciences

Creative Services

Display Media

Paid Search & Social

Content/Native

DIGITALMARKETINGSOLUTIONSConversion

Rate Optimization

Channels & Devices

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3Q Digital – Client RosterSaaSFinancial

ServiceseCommerceConsumer Internet B2B Tech

Trustpilot is a

Google Review Partner

● Google recognizes Trustpilot as a trusted source of transparent, legitimate customer reviews

● Google uses Trustpilot review data to provide insight to searchers to make more informed buying decisions

● Trustpilot feeds both seller reviews and product reviews to Google for absorption into their search results

What does that mean?

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Disclaimer● Only Google

controls Google

● Google can adjust its algorithm at any time

That being said...

All of our recommendations and best practices are in compliance with Google regulations.

The WHY and HOW of Reviews in Google

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Google + Reviews

Why does Google like reviews??● Because consumers do!

○ Consumers use reviews to make offline & online buying decisions

○ Review provide a better user experience for consumers

○ Google’s goal → more consumers use Google for shopping

● Checks & balances on businesses showing in search○ Prevents businesses from simply “buying your way” to traffic

○ Helps ensure good companies win13

Google + Reviews

Why do reviews help search marketing?

?● Consumers use reviews to shop

○ Ratings & reviews build credibility in minds of consumers

○ Consumers have come to expect & demand reviews

● Consumers trust reviews more than anything else○ Consumers don’t trust traditional advertising

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Google + Reviews

How do reviews & ratings boost search performance??

Increased credibility

More pagereal estate

Differentiate from competitors

Stand out insearch results

Positive brand reputation

ImprovedCTR & conversion

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Google + Reviews

?● Sharing reviews on your website

○ Google loves unique, relevant, fresh content

○ Can help boost organic search rankings

● Adding reviews to search landing pages○ Reviews can boost the conversion of landing pages

○ Google uses things like bounce rate as an element of Quality Score, so higher converting pages can perform better in PPC

How do reviews & ratings boost search performance?

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Where Do Reviews Show Up in Google

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Organic Search Results

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Organic Search Results

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Organic Search Results

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Organic Search Results

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Paid Search Results

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Paid Search Results

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Google Shopping Search Results

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Google Shopping Search Results

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Recap

Organic Listings Paid Listings● Your Trustpilot.com profile page

(with rich snippets!)● Your Company Knowledge Graph● Your website (with rich snippets!)● Your product pages (with rich

snippets!)

● GSRs in your AdWords ads● Product Ratings in Product

Listing Ads● Seller Ratings & Product

Ratings throughout Google Shopping

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How To Get Ratings & Reviews in Google

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Reviews in Search

KEEP COLLECTING

REVIEWS

1.● Google likes relevant, fresh content

● If you want to make (and keep) your review content appealing, keep those reviews coming by consistently inviting every customer to leave a review

● Proactively collecting reviews is critical to achieve and maintain a great average rating

● Quantity matters - build up reviews in one place!

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Organic Search Results

2.● You can now become eligible for Rich

Snippet stars when non-product pages of your website rank in organic search by marking up seller reviews on key pages (i.e. your Reviews page)

● Rich snippets have been shown to improve organic CTR by up to 30%

● Super easy to implement, see stars in search results in as little as 24 hours

● Markup on your homepage can also help connect reviews to your Google Knowledge Graph

MARKUP SELLER REVIEWSFOR RICH SNIPPETS

Ask us about our new Rich Snippet

Trustboxes for Seller Reviews!

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Organic Search Results

3.● Become eligible for Rich Snippet stars

when product pages of your website rank in organic search by marking up product reviews on your product pages

● Sharing the reviews in a crawlable format can also help boost organic rankings

● Product reviews are more trusted than product descriptions → they increase conversion!

● Rich snippets have been shown to improve organic CTR by up to 30%

MARKUP PRODUCT REVIEWSFOR RICH SNIPPETS

Ask us about our SEO Trustboxes for Product Reviews!

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Paid Search Results

GOOGLE SELLER RATINGS4.● GSRs are an automated extension that

let consumers know which advertisers are highly rated for quality service

● GSRs have been shown to improve your ad’s click-through-rate by 17% on average

● Improved CTR can boost Quality Score, which can help lower CPC

● To qualify: ≥150 reviews in the past 12 months; ≥3.5 star rating

● Ratings also display in Google Shopping

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Paid Search Results

PRODUCT RATINGS IN PRODUCT LISTING ADS5.

● Product Ratings display in Product Listing Ads (PLAs) in Google Search and in Google Shopping for products you sell

● Product Ratings in your PLAs can improve CTR by 10-15%

● Improved CTR can boost Quality Score, which can help lower CPC

● To qualify: ≥ 3 reviews/product; ≥50 total reviews 32

Third-party Review Partner

CHOOSE THE RIGHT REVIEW PARTNER

6.● Google partner for seller and product reviews

● Open review community with strong domain authority

● Trusted review community (Google Knowledge Graph!)

● Latest & greatest review integration technology → maximum benefit

● Protection against fraudulent reviews

● Easy review-leaving experience = more reviews

● Opportunity to respond to reviews 33

Other Ways to Leverage Reviews to Optimize your Marketing

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Landing Pages & Display Ads

Challenge:traffic was up, but difficulty converting prospects to inbound leads

Tactic:put reviews all over website & display ads

Results:retargeting conversion increased 38%inbound calls increased 17%form completions increased 9%conversions increased 12%revenue increased 13% 35

Landing Pages & Emails

Challenge:new product category & brand,very low conversion rates

Tactic:add reviews to landing pages, home page, and email marketing

Results:landing page conversion increased 15%download conversion increased 4%email marketing conversion increased 1%

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Homepage

Challenge:invested in traffic, but not showing consistent conversion

Tactic:add ratings & reviews in areas that have high bounce

Results:conversion increased 7%total revenue increased 14%

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RecapOrganic Listings What you need to do

Your Trustpilot.com profile pageYour Company Knowledge Graph

Collect reviews consistently and Google will index and display this data automatically

Your website (with rich snippets!) Markup your seller reviews on key pages of your website

Your product pages (with rich snippets!)

Markup your product reviews on key pages of your website

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Recap

Paid Listings What you need to do

GSRs in PPC ads & Google ShoppingCollect reviews consistently so you can meet and maintain the 150 review threshold

Product Ratings in PLAs & Google Shopping

Collect product reviews consistently so you can meet the 3 reviews/product, 50 total threshold

Make sure you are collecting reviews through a Google-

approved community!

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Hit us up!We are the experts.

Any questions about making these tactics work for your business?

Bottom Line:

Collect reviews consistently, from all customers.Leverage them to accelerate your search programs!

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Questions?

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Thank you!

We want your feedback!Please respond to the survey. 42