Google is shaking things up yet again. Reviews from sites like Facebook and Yelp will now be displayed in search results with well-placed keywords and link-worthy content. Here’s how you can efficiently manage your business’s reviews
How Google changed search results
Google now automatically aggregates and includes online reviews to display in the Knowledge Panel found on the right side of the search results. This useful panel displays information like address, hours, web address, and more.
Which review sites does Google include?
Relevant sites vary between industries, so if, for instance, you manage a restaurant, reviews from Yelp or Zagat will likely be displayed next to your online listings. If your business is a bit more niche, however, there are a few steps you can take to determine which review sites affect you.
To determine these sites, go to Google and type the following:
“[your company name] reviews” – to locate sites that already have reviews on your business
“[industry] reviews” – to determine industry reviews sites you should be listed on
“[industry + location] reviews” – to find review boards where you can boost your local presence
Then, list the review sites you found on the first page of each search query and categorize them based on their search ranking and your company’s current rating on them.
After creating the list, write down an objective for each review site. This can range from getting listed on the site to improving your rating.
To narrow down your choices, focus your review-generating efforts on the five most popular websites on your list, especially those that include negative reviews of your business.
Regardless of your objectives for managing reviews, the most important thing is for people to write reviews about your products and services. With that in mind, here are a few strategies to encourage people to rave about your business.
Send follow-up emails
You could send a short message thanking them for purchasing your product or service, with a request for a review.
Simplify the review process
Many customers skip writing reviews due to the complex steps and instructions involved. You need to simplify this process by having a review site widget that customers can easily access, asking them to comment on your service before they leave your website.
Offer rewards for reviews
Another way to encourage people to rate your business is by presenting them with a chance to win free goods or services if they submit a review.
There are a lot of steps involved in managing your online reputation, but starting early is the key to enhancing your SEO, attracting new customers, and improving your bottom line.
Contact us today if you need more advice on climbing up Google’s search rankings or tips on social media management.
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