People have learned to trust search engines like Google, and if your organisation is resting at the top of a list that Google’s algorithm deems best, then what better validation is there than that?
One of the many reasons companies like Amazon have done so well, is that they have mastered the power of the customer review. Companies, like individual consumers, still look for validation from their peers. Companies that need inbound marketing and sales partners don’t just look at our self-produced content, but they search for reviews, either from our page in the HubSpot partner directory, Google, or other industry relevant directories. Word of mouth is still the most powerful marketing tool, and even though we are well into a new age of digital consumers, marketing will never go away from that fundamental truth.
Importance of Reviews
Reviews help define your image for consumers who use them for their research, since reading reviews can help speed up decisions about purchases. Businesses that get the most high quality reviews tend to get high Google ranking. So it’s advantageous to optimise your profile for Google reviews, since this content creates extra clicks for your business. Reviews on other sites such as Yahoo have less impact on Google ranking.
Lengthy reviews have greater impact on Google ranking than short reviews. Well written reviews can be the best promotion because they are treated as endorsements. But bad reviews can be damaging. That’s why you want to make sure that your site gets higher ranking than web pages with bad reviews about your business. You can gain an edge over sites with competing keywords by creating as much authoritative content as possible.
One way to get an edge is to create more local content pages than your competitors. Google favors sites that offer a lot of original useful content. Such sites are considered to have authority and can get high search rankings.