SMX Overtime: Manage your online business reviews

Last month, I spoke to SMX East about scaling online reputation management – especially reviews. At the end of my presentation, "14 tips for tailoring assessments to multiple sites," I answered a number of fantastic questions asked by session participants and wanted to follow a few more.

How to convince customers to respond to reviews on Google?

First and foremost, responding to customer reviews builds trust. When a company responds to reviews, it demonstrates that it cares enough about its customers to meet them. Being responsive creates trust not only with the person who wrote the opinion, but also with future clients who might view the reviews while they evaluate you relative to your competitors.

Responding to reviews specifically on Google also improves your visibility. According to the annual Moz study Local Search Ranking Factors reviews have been the fastest growing signal in Google's local ranking factors over the past three years. Examination signals were overwhelmingly correlated with higher rankings in the local search ranking study of the Local SEO Guide of two years ago. And Google itself cites the management and response to customer reviews as an important ranking factor.

By strictly considering GMB and opinions, would negative opinions not be really useful in rankings?

Google points out that "The positive reviews from your high-quality customers [emphasis mine] will improve the visibility of your business and increase the likelihood that a potential customer will visit your site." So, strictly speaking, the Negative opinions will be of no use.

But the biggest question is: how can negative reviews help your business beyond rankings? They can do it if you are ready to learn from them. No business is perfect. Negative comments identify the vulnerabilities that you must correct before they turn into larger problems.

Responding to reviews by improving your business creates a virtuous cycle: a better customer experience leads to more positive reviews, which improves online visibility. So, for short, negative indirect opinions could help your ranking in local search by improving your business.

Many of our customers like us to process reviews on their behalf. Do you have any recommendations on how to monetize this as a service?

Do not try to manage notifications manually, especially if your customers are running multiple locations. Trying to monitor and respond appropriately and quickly to reviews can be overwhelming unless you have a tool that does everything from analyzing feelings to natural language treatment of opinions as you go along. as they arrive. (Full Disclosure: my company offers one.) But do not believe me: ask someone who has tried to manage reviews manually on a large scale. They will tell you the same thing: you need the right tool to manage this process well.

What does a typical workflow look like when outsourcing notices? How to integrate new people who respond to notices?

First, talk with your client and establish a protocol for how to respond to reviews. Will the customer share their tasks with the outsourcing partner, or will the partner manage them all? In addition, what is the protocol for writing original responses to the use of agreed and preformatted responses? These are (and many others) the types of questions you must answer. Get the protocol sorted and documented. Once you've done that, integrating new people comes back to using the protocol to train them.

What is your position on the revision of doors? Target only those people who give us the best comments or who would ask everyone to be more beneficial?

Do not do it. Validation of reviews goes against the terms of use of Google and violations that can put you in hot water with the world's most popular website. . Incidentally, as stated in Search Engine Land validation of reviews will not have any significant impact on overall ratings of your company anyway. It's not worth the risk.

When companies ask customers for advice, for urgent care, at what ratio of positive / negative reviews can the company expect?

If you take good care of your customers, then expect a high ratio of positive reviews! The important thing is to ask for revisions . Do not be afraid of negative events. People who have a bad experience with your company will share negative reviews, whether you ask them or not. It's not like asking for advice would trigger a flood of damaging comments. Trust me – angry customers do not need any encouragement. But sometimes, satisfied customers just need a little nudge to share their love online.

How do you fight false reviews and irrelevant negative reviews? The report does not make bullshit!

False notices are a problem and there is no doubt that reporting of notices has little effect on their removal. Although there is no guarantee that it will work, the best solution to remove notices is usually to publish on the forums GMB and hope Joy Hawkins or another product expert will take your case.

That said, what you can do is ask customers to review your business and make it easy for them. The feedback of authentic opinions will help counter those who make spam.

How do we decide which platforms to focus our examination on? Zillow? Google? Facebook? Especially considering a limited number of transactions.

Concentrate first on control amplifiers, Google and Facebook. Revision amplifiers have a disproportionate impact on your reputation because of their scale and influence. It is better to focus on a small number of opinion amplifiers than to disperse yourself by trying to be present at every place where someone leaves a notice.

Start with Google. Google reviews have the greatest impact on your reputation and search rankings. Google holds 93% of the search market and, as previously stated, reviews are one of the most important local search ranking signals on Google. Accumulating customer reviews on Google is the most important for your online reputation and visibility.

Facebook remains an important number two choice to focus your time. Research Vendasta shows that Facebook is a critical site for reviews because of its traffic and volume of opinion, which is true in my experience working with clients. After all, next to Google and YouTube, Facebook is the world's most popular site – and its user base is growing.

After Google and Facebook, choose vertical sites that relate to your industry – such as TripAdvisor for travel and Zillow for real estate.

But in a world of limited resources and budget, you must first focus on the revision boosters: Google and Facebook.

The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. The authors are listed here .

About the Author

Adam Dorfman is a technology and digital marketing professional with over 20 years of experience. His expertise covers all aspects of product development as well as scaling up product and engineering teams. He has been working in the SEO and Local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that allowed companies to automate the process of attraction and growth. customer relationships across multiple sites. Adam is currently Product Manager at Reputation where he and his teams integrate location-based marketing with reputation management and customer experience. Adam regularly contributes to publications such as Search Engine Land, participates in the investigation of Moz's local search ranking factors, and regularly intervenes at search marketing events such as Search Marketing Expo (SMX). West and State of Search, as well as at industry-specific events such as HIMSS. . Follow him on Twitter @phixed.

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