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Getting more reviews for your business

From: SEO Fundamentals

Video: Getting more reviews for your business

Online reviews can be a major asset for businesses, and this is especially true for local search. Recent studies have shown that for a majority of consumers, positive consumer reviews make them more likely to use a local business, and that they trust these reviews as much as personal recommendations. If you're not getting reviews online you're missing out on a huge opportunity. Reviews not only help you build an online reputation, they can also bring more customers to your front door. A review is a short write-up or a rating provided by a customer based on their experience with a particular business.

Getting more reviews for your business

Online reviews can be a major asset for businesses, and this is especially true for local search. Recent studies have shown that for a majority of consumers, positive consumer reviews make them more likely to use a local business, and that they trust these reviews as much as personal recommendations. If you're not getting reviews online you're missing out on a huge opportunity. Reviews not only help you build an online reputation, they can also bring more customers to your front door. A review is a short write-up or a rating provided by a customer based on their experience with a particular business.

Reviews can be found on search engines, local review websites and services, or even blogs. There are basically three ways a user can provide a review of your business: offline, email, or website. Many businesses communicate with their customers everyday through phone calls, physical mail, or in-store interactions. Every one of these offline touch points is an opportunity to ask customers what they thought of their experience. And you can use negative feedback to help you improve your business, and turn the positive feedback into testimonials that can be used on your website or in promotional materials.

If you're still not collecting email addresses on your website for visitors that want to subscribe to your newsletter or find out more about you, you're missing out on a huge marketing opportunity. Creating, maintaining, and growing a list of your customers, and those who are actively interested in becoming your customers, gives you an extremely useful and valuable asset. You can use this list not only to inform and market to a very qualified audience, you can also send out invitations to customer satisfaction surveys, or automate a post-purchase email that asks for, or even provides an incentive to, leave a review for the product or service that the customer has just purchased.

The third way you can get reviews is on websites. And while that might be your own, it's more and more likely everyday that users are going to be using other websites to review you, your products, and your services. Your own website is of course where you have the most control over your content, and you should consider creating a section dedicated to testimonials and sharing the experiences of past customers. This is an opportunity to host user-generated content on your sites that search engines will love. And for your users, reading about the real-life experiences of past customers can be a powerful influence to the purchasing decision that a prospective customer is thinking about.

And don't forget to provide an area where users can submit reviews directly on your pages. Whether you build this into your site directly, or you embed one of the many third-party review solutions, you'll never get any reviews if you don't ask. Aside from your own pages, there's an ever-growing list of sites out there that cater to collecting user reviews for all kinds of products, services, and businesses. Entice your happy customers to write reviews on major business listing websites like Google+ Local, Yahoo Local, Yelp, Citysearch, and more.

And remember that there are a host of industry-specific review sites, like TripAdvisor for the travel sector, that you'll want to focus on as well. You'll also want to note that different review sites offer different frameworks. While many use the familiar five-star format, others will break up ratings into different categories. Google+ Local, for example, uses the Zagat system that differentiates restaurant ratings by food, decor, and service on a 30-point scale. Regardless of how you get them and share them around the web, reviews are great opportunities to build content and references to your pages that will help people find you with the search engines, and then help them along the path to conversion when they get there.

Show transcript

This video is part of

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SEO Fundamentals

64 video lessons · 45653 viewers

David Booth
Author

 
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  1. 1m 34s
    1. Welcome
      1m 19s
    2. Using the Facilitator's Guide
      15s
  2. 11m 46s
    1. What is search engine optimization (SEO)?
      4m 6s
    2. Reading a search engine results page
      2m 17s
    3. How SEO affects your business
      2m 38s
    4. Setting SEO expectations
      2m 45s
  3. 20m 49s
    1. Why you need a keyword research plan
      2m 47s
    2. How to research keywords
      3m 23s
    3. Tools to help you analyze keywords
      4m 43s
    4. Understanding keyword attributes
      3m 46s
    5. Understanding keyword distribution
      3m 50s
    6. Ongoing keyword evaluation
      2m 20s
  4. 26m 8s
    1. Understanding content optimization
      2m 14s
    2. Optimizing for site structure
      3m 41s
    3. Recognizing different types of content
      2m 23s
    4. Optimizing textual page elements
      8m 30s
    5. Optimizing non-text components of a web page
      4m 0s
    6. Analyzing content quality
      2m 39s
    7. Exploring the benefits of user-generated content
      2m 41s
  5. 22m 12s
    1. Interpreting the code behind web pages
      3m 9s
    2. Understanding how search engines index content
      2m 37s
    3. Working with canonical URLs and redirects
      2m 59s
    4. Leveraging microformats
      2m 39s
    5. Working with server-side factors
      3m 18s
    6. Using Google Webmaster Tools
      3m 58s
    7. Using Bing Webmaster Tools
      3m 32s
  6. 30m 53s
    1. Overview of long-term content strategizing
      2m 44s
    2. Planning a successful content strategy and avoiding common mistakes
      3m 46s
    3. Defining your audience, topics, angle, and style
      4m 17s
    4. Understanding different types of content
      4m 25s
    5. Getting ideas for content
      4m 0s
    6. Working with an editorial calendar
      3m 33s
    7. Promoting your content with social media
      3m 52s
    8. Measuring content performance
      4m 16s
  7. 18m 28s
    1. Understanding the importance of links
      4m 49s
    2. Building internal links
      2m 5s
    3. Building external links
      4m 19s
    4. Finding link-building opportunities
      4m 36s
    5. Executing a link-building strategy
      2m 39s
  8. 16m 32s
    1. Measuring SEO performance
      4m 10s
    2. Analyzing keywords
      5m 13s
    3. Analyzing links
      4m 9s
    4. Analyzing the impact of social media
      3m 0s
  9. 18m 45s
    1. Understanding SEO and ecommerce
      2m 36s
    2. Working with semantic HTML
      2m 22s
    3. The technical components of ecommerce
      3m 9s
    4. Exploring ecommerce information architecture
      2m 38s
    5. Producing ecommerce content
      2m 33s
    6. Leveraging link building and social media for ecommerce
      3m 12s
    7. Adapting ecommerce websites for international audiences
      2m 15s
  10. 25m 38s
    1. Understanding local search
      3m 14s
    2. Understanding Google+ Local
      3m 0s
    3. Setting up and optimizing Google+ Local
      4m 46s
    4. Getting more citations
      3m 52s
    5. Getting more reviews for your business
      3m 43s
    6. Optimizing your website for local search
      4m 13s
    7. The future of local search
      2m 50s
  11. 15m 48s
    1. Understanding cultural aspects of international SEO
      2m 30s
    2. Optimizing technical content for international audiences
      2m 57s
    3. Optimizing translated and localized content
      2m 9s
    4. Building links for an international audience
      2m 47s
    5. Analyzing and measuring an international SEO campaign
      2m 17s
    6. Avoiding pitfalls with international SEO
      3m 8s
  12. 1m 10s
    1. Determining your next steps
      1m 10s

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