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on-line reviews matter for your company

New Survey Data About On-Line Reviews

Reviews

Our friends at BrightLocal have kindly released their annual survey of local consumer reviews.  They usually come up with interesting results, and this year is no exception.  Marketing on the Internet changes rapidly, and it’s important to keep up with what’s important at this moment.  And, at this moment, on-line reviews have reached a remarkable level of importance.  Your business needs to pay attention to its reviews!

Here are some of the important findings:

  • 97% of consumers read on-line reviews for local businesses, 12% of them doing so every day
  • 97% of consumers say that they won’t trust a business unless it has at least a four star rating
  • Yelp, Facebook, Google and BBB.org, in that order, are the most trusted sites
  • 30% of consumers say that responses to reviews is key in judging local businesses

Using the Internet to Find a Local Business

Use of the Internet to find a local business has risen from 95% in 2016 to 97% in 2017.  Virtually all consumers are now using the Internet to find local businesses.

use internet to find a local business

It’s safe to say that the Internet has become a central method for consumers to use to find local businesses; 52% of consumers used the Internet once a month or more often to find a local business.

Now let’s take a look at the importance of on-line reviews in consumers’ search for local businesses.

Reading Reviews on Various Business Types

which businesses do you read reviews for

Virtually all significant business types are included in the use of reviews.  Take a look for your business in this list.  Are consumers reading reviews for your business?

Regularity of service use has high correlation with the frequency of use of reviews.  For example, most people are not looking for accountants or locksmiths nearly as often as they are for a place to have lunch.  Note that if your business is near the right side of this chart, then it’s particularly important for you to mind your reviews, since you will tend to get fewer of them, and it’ll be more difficult for good reviews to push a bad review down the charts.

Devices Used to Read Reviews

The desktop and laptop remain the most important reading devices, although we see steadily increasing use of mobile platforms, with the use of mobile apps for reading reviews increasing most rapidly.  This growing use of mobile platforms underscores the importance for everyone who has a Web site to be sure that it’s mobile-friendly.

Trusted Review Sites

most trusted review site

This data about trust is valuable for targeting review campaigns.  Yelp and Facebook are most trusted, followed by Google.  But then BBB.org is worth attention, too, at 15%.  Of course, if you’re in a travel-related business, this chart tells you where you want reviews.

It’s interesting that, although health care is a top subject for reading reviews, the health-related review sites didn’t make it into the most-trusted category.   If you’re in a health-related business, you’d be wise to seek reviews on Yelp, Facebook, Google and BBB.org, and not focus primarily on health-related review sites.

Effect of On-Line Reviews on Opinion

 

how on-line reviews affect opinion

Here we see that positive reviews make consumers trust a business more.  However, on the negative side, there is growing skepticism about negative reviews, and a growing willingness to discount them.  In addition, a growing number say that they read reviews but that their selection of a business isn’t influenced by them.  One must wonder about that answer–if reading reviews doesn’t influence the choice of a business, then why read the reviews?

Minimum Star Rating to be Considered

This result shows a sharp change from year to year in the minimum rating to be considered.

minimum star rating

There is a strong shift from 3 as a minimum star level to be considered toward 4, and 4 stars is now the most-cited minimum number of stars to be considered.  This may reflect inflation in average star rating, because more businesses are paying close attention to their ratings in on-line reviews.

Currency of Reviews

This result shows that it’s not enough to simply amass a lot of reviews and then relax–consumers are looking for current reviews.  It’s important to keep acquiring reviews at a steady pace so that the review sites always have current reviews for your business.

The Bottom Line

On-line reviews matter, and they matter a lot!  You can ask your customers to review you, or you can take a more active role in providing a steady stream of reviews for your business by using a review management service line Dave’s Certified Reviews.  You can get a free report on your reviews by clicking here.

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Online Reviews of Your Business Influence Your Search Results Position

Why Care About Customer Reviews?

We all know that online reviews are growing in importance.  In fact, a growing number of prospective customers now go to review sites to find businesses to deal with instead of using search engines!  These people find companies with lots of favorable reviews, then go directly to those companies’ sites, not even using a search search engine!  So that work you’ve put into SEO doesn’t help with these customers.

But now there’s more.  It’s become apparent that your online reviews affect your position in Google search results!  Moz reported this in their recent survey, showing that “review signals” have significant influence on position in search results.  Their survey speaks of “Review Signals”, which are:

  1. Review quantity:  having lots of reviews helps, the more the merrier.   Brightloccal’s survey tells us that you need 7 to 10 reviews for prospects to begin to trust you.  And, since a given prospect may be surfing just one review sites, you want to get 7 to 10 reviews on each important review site.
  2. Review Velocity: How often are you being reviewed?  Once every six months isn’t enough, but too often is bad also; it’s a sign that you are encouraging reviews.
  3. Review diversity:  How many different review sites have reviews for your business?
  4. Quantity of third-party reviews:  How many reviews do you have on sites not owned by Google?
  5. Authority of Third-Party Sites Where Reviews are Present:  Some review sites have more authority with Google than others.  Look at the sites, and you’ll come to similar conclusions.
  6. Product or Service Keywords in Reviews: It’s a good idea to have the key terms about your business in the reviews as long as it’s not overdone.
  7. Authority of Reviewers:  Some review sites give more authority to some reviewers.

The Bottom Line

If you weren’t doing anything about your customer reviews, now you have one more important reason to do so.  You can do it manually, by investing a lot of time, or you can use your time to advance your business and hire a service such as Dave’s Certified Reviews.

 

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