Better online reviews are better for local SEO and better for business. Statistics prove the statement true; online reviews play an important role in building trust with potential customers. Research has shown that 88% factor online reviews into their purchasing decision (Source: Search Engine Land). More than 70% of customers say positive reviews play a part in trusting a business.
Search engines are also rewarding businesses for excellent reviews. Review sites are an integral part of a comprehensive and effective local search engine optimization effort. Fortunately, getting reviews—specifically positive reviews—can be easily integrated into existing operations, though it does require a strategic approach and implementation. The effort also may require outsourcing for a complete, optimized online presence.
Select review listing sites relevant to your business.
The list of online review sites may vary slightly for every business. Businesses need to select local directories and review sites relevant to their industry and their audience. The list is long, but can include significant sites like Google My Business, Yelp, the Better Business Bureau, and Manta. (Local SEO experts can assist with the process of selecting sites and planning a comprehensive local SEO strategy.)
The first site, Google My Business, should be on every business list and should include a complete profile. This guide from Search Engine Journal details the process to an optimized Google My Business profile. Once completed, the process for getting reviews that can complete the profile and build trust should be established.
Review business standard operating procedures for opportunities.
There are numerous opportunities for businesses to ask for reviews and deliver the service that generates positive feedback. Every interaction should be viewed as an opportunity to earn satisfied customers. Make staff members aware that they are part of the process, and that negative reviews can be left by customers at any time.
To elicit positive reviews, try to ask satisfied customers shortly after a good service delivery. This can be done by the salesperson who follows up, the staff member who delivered the service, or by a manager who contacts the customer to gauge the level of satisfaction. Customers typically respond to in-person requests. (A more in-depth list of ways to ask for reviews can be found in this post.) Once the opportunities are identified, assign the task to a specific staff position or party to ensure consistent requests for reviews are made. If the ask for reviews is made electronically, be careful of making the ask for a review on the review sites. Some review sites prohibit asking for reviews on the website.
Customers appreciate when the process to leave a review is simple, so take steps to make the process as easy and convenient as possible. If the request is made in person, send the link the customer’s e-mail after they have agreed. For businesses with an automated survey system, follow up survey responses with the link for a review. In the same way, include shortcuts to the company’s review sites in electronic communications, on the website, and on business social media sites.
Include review asks in training protocols.
The process for identifying and requesting reviews should be included in the procedure for training future staff members. For example, future sales staff should be trained on follow-up procedures that include the request for reviews. If the process is part of the registration process, train future staff on procedures for identifying satisfied customers and requesting reviews.
Another part of asking for reviews is responding. Companies should respond to every review and train the staff responsible on the correct ways to deliver excellent customer service to negative inquiries. Responses to negative reviews should be seen as an opportunity to showcase excellent customer service. If the resolution to the negative review is simple, respond publicly with a comment. For more in-depth matters, respond to the customer with private messages. If the matter is resolved to the customer’s satisfaction, ask the customer if they would be willing to change their review.