Local reviews are a powerful recognition that not only expands word-of-mouth communication, but also helps your location rank higher in Google search.In fact, your local review profile is Weighting factor In Google’s local search and natural search algorithms.
This means that your star rating, number of comments, recency, and comment sentiment all affect the ability of your location to be displayed at important moments-even before those comments may influence the person’s conversion decision.
How do you create healthy and robust review data for each location?There’s an old misconception that Google will punish you for asking for comments, but this is Only for Yelp.
Let’s take a look at Google’s actual views on the construction of local censorship.
Google’s position in the construction of local reviews
“You can request customer reviews through a short URL specific to your business.” – Google
Despite its simplicity, where does the idea that companies cannot ask for comments come from? As mentioned earlier, this is Yelp’s policy. Also, you must be careful not to ask them to comment in a way that looks like there is some currency exchange.
In the same resources as above, Google also pointed out: “Honesty and fair reviews are the most valuable. For example, business owners should not motivate customers in exchange for reviews.”
Offering discounts on food purchases, sending free goods or giving gifts in exchange for reviews are in the category of rewards.
Make sure you also make the most of the first party audit
In a recent third-party survey of more than 1,000 American adults, we found that 49% usually read reviews before visiting nearby companies.More importantly, local consumers said They trust reviews on brand websites even more than reviews on third-party review platforms For example, Google, Yelp and Facebook.
Don’t hide your first-party reviews on the recommendation page. You can display comments on your website wherever visitors visit content, and treat your brand as a potential solution to meet their needs.For local businesses, this means Embed them on your local page It’s required. When a consumer decides whether to visit that particular location, this will enable you to perform a convincing external verification of anomalies within sight.
Using comment structure tags can also help you get rich search results and display star ratings directly on the search result list.This is why the review architecture is our standard Local page.
Just asking for comments and watching them join is not enough. We found that when 50% of local searchers see the brand positively respond to reviews, they will have more confidence in the business.These ones Best practices for multi-location brand review responses Will help you develop a strategy that suits your organization.
Tips to encourage customers to leave reviews
Timeliness is the key.
After interacting with customers, please follow up as soon as possible to make them feel fresh. This can help you get more descriptive comments, you can also find customer service issues, and there is enough time to resolve interaction issues if needed.
Ask in a way that makes sense to your customers.
If you do not get a good response to your email follow-up, please try SMS (text) messaging.research shows 82% Of people open every text they receive.
Make sure you also provide people with tips for reviewing important touchpoints in the customer experience. Roadside pickups, transaction emails in stores, and follow-up activities during appointments are examples of all touchpoints where you can display QR codes, linking to the first-party or third-party review page of your choice, Or make an inquiry.
Make it as efficient as possible to enter the comment page.
Make your reviews a seamless experience for your customers. O’Reilly did this job brilliantly, thanks to the setting of URL parameters that allow users to go directly from their local page to the “leave a comment” panel in GMB, as shown below.
After the user logs in to Google, click “leave a comment”> Google will open the GMB comment panel of the location, where the user can simply select the star rating and leave a comment.
Print the QR code or short URL of the GMB review at your location in store signs, receipts, and promotional emails, anywhere you can let customers know that you are interested in their feedback.
Want to learn more about smart local comment strategies for corporate brands?