why a reviews strategy might be your best seo play
TRANSCRIPT
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REVIEWS & SEOSEPTEMBER 2016
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How do reviews impact consumers?How reviews impact site SERPS Reviews stars in Google – how does that work?Bad reviews, reviews tips and brand
AGENDA
REVIEWS & SEO
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SOME OF OUR CLIENTS
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REVIEWS & SEO
THE DIFFERENCE
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WHERE DO REVIEWS F IT IN TO THE PURCHASE DECIS ION-MAKING PROCESS?
REVIEWS & SEO
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REVIEWS & SEO
O F C O N S U M E R S R E A D O N L I N E R E V I E W S B E F O R E V I S I T I N G A B U S I N E S S .
90%
www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/
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REVIEWS & SEO
O F C O N S U M E R S T R U S T O N L I N E R E V I E W S A S M U C H A S P E R S O N A L R E C O M M E N D AT I O N S
88%
www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/
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REVIEWS & SEO
C U S T O M E R S A R E L I K E LY T O S P E N D 3 1 % M O R E O N A B U S I N E S S W I T H “ E X C E L L E N T ” R E V I E W S .
31%
www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/
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REVIEWS & SEO
O F C O N S U M E R S W I L L TA K E A C T I O N O N LY A F T E R R E A D I N G A P O S I T I V E R E V I E W72%
www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/
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REVIEWS & SEO
HOW & WHY REVIEWS IMPACT YOUR SEARCH RESULTS
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C H A N G I N G FA C E O F G O O G L E ’ S S E R P S A L G O R I T H M – R A N K I N G FA C TO R S
REVIEWS & SEO
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DIGITAL MARKETING STRATEGIES
PAID SEARCH
REVIEWS
SOCIAL
DISPLAY
CONTENT
PAID SOCIAL
REVIEWS & SEO
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On-page signals - 21%Link Signals -18.3%External Loc. Signals - 15.1%My Business Signals 14.7%Review Signals - 9.8%Behavioural/Mob. Signals - 6.9%Social Signals - 5.8%Personalisation - 8.4%
SOURCE: MOZ REVIEWS & SEO
OVERALL RANKING FACTORS
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CREDIT: RAND FISHKIN, MOZ
CRITERIA FOR MODERN CONTENT INVESTMENTS:
One-of-a-kind – appears nowhere else on the web
Relevant – contains content engines can interpret as on-topic
Helpful – resolves the searcher’s query in a useful, efficient manner
Uniquely Valuable – provides information that’s unavailable elsewhere
Great UX – is easy & pleasurable to consume on any device
Likely to Spread – convincingly answers the question: “Who would amplify this content and why?”
REVIEWS & SEO
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6 WAYS REVIEWS BOOST YOUR SEARCH RESULTS
Fresh UGC – Reviews are essentially crowd-sourced relevant content
Boost long-tail keyword traffic – Reviewers should be buyers – who use the same language as your targets
Reviews boost the social conversation – your product pages should get shared, but so should your reviews
Google favours highly rated sites – Both for review quantity and high rating
Receive visible star ratings – 17% improvement in CTR
For products – improve ranking for [product name] + review
REVIEWS & SEO
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PULL CLIENT REVIEW STRATEGIES
REVIEWS & SEO
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REVIEWS & SEO
R E V I E W C E N T R E – AV E R A G E S TA R S
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REVIEWS & SEO
C H A U C E R D I R E C T S E R P S
safe driver insurancesafe driver insurance#1 on Google for ‘safe driver insurance’
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REVIEWS & SEO
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REVIEWS & SEO
O N - S I T E R E V I E W I N T E G R AT I O N
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REVIEWS & SEO
O N - S I T E R E V I E W I N T E G R AT I O N
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REVIEW STARS – HOW DOES THAT WORK?
REVIEWS & SEO
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Google only rarely shows stars in organic company brand name results today – unless the word ‘review’ is included
But it can do – in this case ScS owns the result – Trustpilot provides the review status
REVIEWS & SEO
COMPANY REVIEWS – ORGANIC SEARCH
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REVIEWS & SEO
COMPANY REVIEWS – ORGANIC SEARCH
Here the word ‘review’ is included.
In this case Trustpilot owns the starred results result.
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REVIEWS & SEO
COMPANY REVIEWS – PAID SEARCH
Paid search ads get stars if advertiser meets Google’s criteria
Ad links to advertiser, rating links to review site
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REVIEWS & SEO
AD ‘RATING’ LINK
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REVIEWS & SEO
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REVIEWS & SEO
PRODUCT REVIEWS – ORGANIC SEARCH
Stars + 3 out 4 toporganic SERPS
Deploy ‘rich snippets’Make reviews clear on product pageAuthor’s name needs to valid
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REVIEWS & SEO
PRODUCT REVIEWS – PAID SEARCH
Google ads show stars forresellers but not for products – except in Shopping results (taken from reseller sites)
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REVIEWS & SEO
R ICH SNIPPETS
Featured Snippet
Rich snippets:Star ratingsTime to cookCalorie info
Rich snippets:Ingredients
WHY USE THEM?
To increase organic traffic – duh
Differentiation from the competition
Help search engines understand what your site and content is about
Rich snippets:InstructionsDescription
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REVIEWS & SEO
ORGANIC SEARCH CRITERIA PAID SEARCH
COMPANY REVIEWS ‘SELLER RATINGS’
• Search includes brand term + ‘review’• Need >150 reviews on independent review
site• Review site owns result• Don’t forget Facebook stars!
• Need >150 reviews on independent review site• Main link as set by advertiser, ‘Ratings’ link goes to
Google aggregation of approved review site reviews
PRODUCT REVIEWS • Use rich snippets on product page• Reviews must be on product page• Reviews must have ‘valid’
reviewer name
• Google shows stars for shopping results – taken from reseller sites
• Supplier rating may show in product results
FOR COMPANY/RESELLER RATINGS YOU MUST HAVE A THIRD PARTY SITE REVIEW SUBSCRIPTION
SEEING STARS - SUMMARY
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REVIEWS & SEO
AND FINALLY. . .
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There’s always one!
Negative reviews are most sought out and read – these visitors are the most engaged. The want to know what can go wrong and what the company did about it.
Consumers don’t trust brands with no negative reviews
Bad reviews – point out what sucks about your product or service!
REVIEWS & SEO
BAD REVIEWS
C U S T O M E R R E V I E W S
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1. Have a strategy! – Why leave your reputation to chance?2. Encourage many reviews – ‘velocity’ counts3. Track and improve your score4. Reward reviews – not ‘give rewards for good reviews’!5. Right time – right place – there’s a best time(s) to ask for a review. Find out when that is6. Use rich snippets – on your product pages to get your reviews found in search7. Reply to reviews – Apologise. Demonstrate how you dealt with the issue. Give your side of the story
if you have to.8. Keep calm and carry on! – Your tone of voice can have a huge impact in your responses.9. Sign up with the best third party review site – it hurts to pay, but you will get more, better reviews,
more feedback, more options for promoting and socialising reviews – better SERPS – and see stars!
REVIEWS & SEO
MAKING THE MOST OF REVIEWS – TOP TIPS
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REVIEWS & SEO
BRAND, BRAND, BRANDH O W B R A N D C A M E T O D O M I N A T E G O O G L E ’ S R E L E V A N C Y A L G O R I T H M
We actually came up with a classifier to say, okay, IRS or Wikipedia or New York Times is over on this side, and the low-quality sites are over on this side.
Matt Cutts, Head of Web Spam at Google
Brands are the solution, not the problem… brands are how you sort out the cesspool.
Eric Schmidt, CEO of Google
W H A T D O E S G O O G L E S A Y A B O U T I T ?