Reviews and SEO

Chris Bullick, Managing Director & Head of Marketing Services for Pull Digital, delivered an interesting presentation at Brighton SEO last week about how reviews can affect purchasing decisions and what this means for SEO.

When we discuss the idea of adding reviews to a brand’s strategy, here are the most persuasive stats to support the decision:

90% of consumers read reviews before visiting a business
31% of customers are likely to spend 31% more on a business with excellent reviews
Reviews can boost your results by using fresh user-generated content
72% of consumers will take action only after reading a positive review

“88% of consumers trust online reviews like personal recommendations” – on reviews and SEO #BrightonSEO

10:54 AM – 2 Sep 2016

Google’s ranking factors are changing all the time and there seems to be an increasing focus on content, uniqueness, device friendliness and social sharing.

Thus, every new piece of content should be:

Unique (appears nowhere else on the web)
Relevant (contains content that engines can interpret as on-topic),
Helpful (resolves the searcher’s query in a useful and efficient manner)
Uniquely valuable (provides information that’s unavailable elsewhere)
Offers great UX (is easy and pleasurable to consume on any device)
Likely to spread (convincingly answers the question ‘who would amplify this content and why?’)
It is estimated that review signals account for 9.8% of the total ranking factors, which means that they cannot be ignored during SEO, especially if a brand can benefit from their use.

Six ways reviews can help SEO
Creates fresh user-generated content
Content is never enough and reviews make a great form of user-generated-content, coming directly from users – which is more influential for future customers.

What’s more, it’s a great form of relevant content and they should always be encouraged.

Boosts long-tail keyword traffic
As reviewers are buyers of your products, the language they use is similar to the one your target audience will use. Thus, the consistent flow of reviews will help you target more traffic through the right keywords, coming directly from your own customers.

Boosts social conversation
What if a series of impressive reviews helps your product become popular, increasing both the social reach, but also the sales? How about incorporating reviews to your social strategy as a way to prove the love for your products.