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A presentation on why reviews are important for any business and how we can impact the number or reviews that are received.
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Property of Reach Communications
Why You Need Reviews and How We Help You
February 19, 2014
% of consumers that use online reviews?
% of consumers that TRUST online reviews?
% of consumers that use the traditional yellow pages?
86%
79%
2%
Test Your Knowledge
Where To Spend on Marketing?Editorial content
in newspaperRadio Ads
Magazines Ads
Text Ads to
Mobile Phones
TV Ads
Infomercials
Search
Engine Ads
Billboards
Ad before movies
Brand
sponsorships
Newsletters
Online Video Ads
Branded Websites
Ads on social
networks
Consumer
Opinions
Posted Online
Personal
Recommendations
from people
Advertise in places consumers
trust most
Marketing Mix & Trust In Advertising
29%
33%
33%
36%
36%
40%
40%
41%
42%
46%
47%
47%
47%
47%
50%
58%
58%
70%
92%
71%
67%
67%
64%
64%
60%
60%
59%
58%
54%
53%
53%
53%
53%
50%
42%
42%
30%
8%
Text ads on mobile phones
Online banner ads
Display ads on mobiles devices
Online video ads
Ads on social networks
TV program product placements
Ads served in search engine results
Ads before movies
Ads on radio
Ads in newspapers
Ads on TV
Brand sponsorships
Ads in magazines
Billboards and other outdoor advertising
Emails I signed up for
Editorial content such as newspaper articles
Branded Websites
Consumer opinions posted online
Recommendations from people I know
To what extent do you trust the following forms of advertising?
Trust Completely/Somewhat Don't Trust Much/At All
Neilson Global Trust in Advertising and Brand Messages 201228,000 Interest Respondents in 56 countries
Consumer opinions posted online
The likelihood that a customer would initiate business with a vendor:
No Ratings
84%
80%
14%
1%
0%
2%
Source: Pepperdine University School of Business Study – June 2012
Only 3% of potential new customers categorize themselves as “likely” to try a business with 0, 1, or 2 stars.
How Review Sites Can Pump Up Your SEO
Your Company Websitehttp://www.url.com
Testimonials
Disclaimer: Your search results will likely fluctuate daily and will vary
Your Company Testimonialswww.url.com/testimonials 107 reviews
Your Company Facebook Pagewww.facebook.com/yourcompanynameShort description of your company
Your Company Google+ Pageplus.google.com/231246353573 42 reviews
Your Company Yelp Pagewww.yelp.com/231246353573 12 reviews
Your Company Twitter Pagewww.twitter.com/YourCompanyNameThe latest news from @YourCompany
Your Company Websitewww.url.com/homeShort description of your company
Harness the power of dozens of review sites compared with a handful of social media sites
Easily and quickly build many high quality links that promote your website and enhance SEO
Local Search Ranking Factors
Source: http://moz.com/local-search-ranking-factors
Place Page Signals19.6%
External Location Signals16.0%
On-page Signals18.8%
Link Signals14.4%
Review Signals10.3%
Social Signals6.3%
Behavioral & Mobile Signals6.1%
Personalization
8.3%
• Place Page Signals(Categories, Keyword in Business Title, Proximity, etc.)
• External Loc. Signals(IYP/aggregator NAP consistency, Citation Volume, etc.)
• On-page Signals(Presence of NAP, Keywords in Titles, Domain authority, etc.)
• Link Signals(Inbound anchor text, Linking domain authority, Linking domain quantity, etc.)
• Review Signals(Review quantity, Review velocity, Review diversity, etc.)
• Social Signals(Google+ authority, Facebook likes, Twitter followers, etc.)
• Behavioral/Mob. Signals(Clickthrough rate, Mobile clicks to call, Check-ins, Offers, etc.)
• Personalization
Top Local SEO Ranking FactorsFoundational Ranking Factors
1 Proper Category Associations
2 Physical Address in City of Search
3 Consistency of Structured Citations
4 Quality/Authority of Structured Citations
5 HTML NAP Matching Place Page NAP
6 Quantity of Structured Citations (IYPs, Data Aggregators)
7 Domain Authority of Website
8 Individually Owner-verified Local Plus Page
9 City, State in Places Landing Page Title
10 Proximity of Address to Centroid
11 Quality/Authority of Inbound Links to Domain
12 Quantity of Native Google Places Reviews (w/text)
Competitive Difference Makers
1 Quality/Authority of Structured Citations
2 Quality/Authority of Inbound Links to Domain
3Quantity of Reviews by Authority Reviewers (e.g.Yelp Elite, Multiple Places Reviewers, etc)
4 Consistency of Structured Citations
5 Quantity of Citations from Industry-Relevant Domains
6 Quantity of Native Google Places Reviews (w/text)
7 Domain Authority of Website
8Quality/Authority of Unstructured Citations (Newspaper Articles, Blog Posts)
9 Quantity of Citations from Locally-Relevant Domains
10 Page Authority of Places Landing Page URL
11 Association of Photos with Local Plus Page
12 Quantity of Third-Party Traditional Reviews
Areas shaded in yellow are monitored and/or improved with ReviewInc
Reviews: Impact on SEO(Simplified Version)
Balance Recent
BreadthQuantity
Quality
Consistency
Name Address Phone # Website
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.dundermifflin.com
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.dundermifflin.com
Funder Difflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.dundermifflin.com
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.dundermifflin.com
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.dundermifflin.com
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (242) 555-4532 www.dundermifflin.com
Dunder Mifflin 1357 Michael St., Albany, New York 12205 (212) 555-4532 www.dunder-mifflin.com
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.dundermifflin.com
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.betterpaper.com
Dunder Mifflin 1357 Scott Road, Albany, New York 12205 (212) 555-4532 www.dundermifflin.com
ConsistencyDunder Mifflin1357 Scott RoadAlbany, New York 12205(212) 555-4532www.dundermifflin.com
Breadth
In this example, this pizza restaurant is all over the first page of the Google search. It has reviews on FOUR listings, but it would even better if they had more
(Google will produce results based on your location, so a search for Pizza Nosh the emanates from Agoura Hills would yield the same result)
Business BBusiness A
8 Reviews on
50 Reviews onwith one overall rating
Which One Has the Better Reputation &
SEO?
10 Reviews on
15 Reviews on 5 Reviews on
11 Reviews on 7 Reviews on
18 Reviews on 9 Reviews on
12 Reviews on 20 Reviews on
Breadth
Quantity
17 Reviews
3 Reviews
17 reviews (vs 3 reviews) for a coffee/bakery shop will impress customers. Also if there is any concern with fake reviews, while it may be easy to fake 3 reviews, it’s much harder to fake 17 or more reviews.
Quantity
232 Reviews
1075 Reviews
171 Reviews
10 Reviews
1. In this example, coffee shops with more reviews appear higher. Google appears to combine the rating and the number of reviews to determine the order displayed.
2. Here “Spring For Coffee” has less reviews than “Intelligentsia Coffee” but it has a higher rating.
3. “Urth Caffe” has slightly lower rating than “Downbeat Café” but it has far more reviews.
Quantity1. Google’s new
carousel highlights the importance of reviews. Typically (but no always), local businesses with high review quantities appear at the front of the carousel
2. Here “Spring For Coffee” has MORE reviews than “Alana’s Coffee” and has a lower rating.
Recent
Reviewed a year ago
Reviewed a year ago
Reviewed a year ago
Reviewed a year ago
Reviewed two weeks ago
Reviewed a month ago
Reviewed 5 months ago
Reviewed 11 months ago
• Two dentists, one with 6 reviews and one with 4 reviews.
• The one with 4 reviews has two reviews in the last month.
• The one with 6 reviews has reviews that are at least a year old!
• The more recent reviews carry more weight when making a choice. If you had to pick one, which would you choose?
Balance
• Although reviews for 2KRacing are a little old, there are 23 reviews of which only one is negative.
• The 22 positive reviews counter the single negative review to provide a more balanced review of the business
• This transmission service has 49 PERFECT reviews! Really?
• Which one would you choose?
23 reviews
QualityMentions of Keywords related to your business service
Paper Company
Dunder Mifflin paper is excellent quality and they deliver their paper right to your office
Auto Body Shop
Dentist
ABC-BodyShop restored my damaged vehicle like it was new. The body paint looked perfect.
Mr.Smiley Dentist has a really soft touch. He replaced my veneers in two quick visits and it was painless.
Summary: Reviews & SEO Impact
Balance• Best way to overcome negative reviews is balancing them with
positive reviews. Obviously a good rating is critical, but it should look balanced. Google SEO likes “review diversity” as well.
• Well balanced reviews quell concerns that reviews might be faked• 20 “perfect 5” star reviews can be less believable than “18 perfect 5’s,
1 three-star and 1 two-star”
Recent• New or more recent reviews are more relevant. • Older reviews have less value to consumers because they may not
indicate current service levels. • When there are only old reviews, consumers assume that there
aren’t any more happy customers
Breadth• The more review sites that have reviews, the more those sites show
up on a Google search• This also impacts SEO• Include reviews on your own site
Quantity• At least 7 reviews on a review site (per studies)• Google requires 5 reviews for a rating• More reviews on a site can impact category searches• The more reviews on site, the less likely fake reviews will have an
effect (positive or negative)
Quality• The text of reviews impacts SEO.
• The best reviews should include keywords associated with a business or a service provided by the business
Consistency• Name, Address and Phone Number should be consistent across all
review sites.
• Search engines will give preference to businesses that have consistent listing data on review sites
Jan Feb Mar Apr May Jun Jul Aug Sep
Return on Investment?
Reviews = $
Sources: Harvard Business School Study – October 2011Woodbury University Business School, January 2014
$A one-star rating increase leads to a 5%-9% increase in revenue
79.5% of business owners expect revenue to
increase at least 1% with a one point star improvement.
65.3% expect revenue to increase by at least
5%!
Increasing overall rating from 3.5 to 4.5
= $ $ $ $ $
• Online Reviews Are Critically Important
• Reviews are Everywhere• Reviews will help my
business grow
So why do I need help?
Reviewers Motivated by Emotion
Left on their own, angry customers are more likely to post negative reviews than happy customers who would post positive reviews
Happy Customers are more passive
Angry Customers Like to Vent
It Takes Time and Effort…
Staying on top of all the review sites take time
Following up with customers takes time and effort
Tracking progress takes
analysis
Dealing with review sites takes time
One bad review can “kill” a business
Unless you have help
The Answer
• An automated Reviews Management Service
• Keys to Collecting Reviews:– Easy– Accessible– Follow-Up
• Monitors, Alerts, Collects, Follows up, Tracks Progress related to private and public reviews
• Value to Your Business?Priceless!
SIGN ME UP!
• We’ll analyze your business reviews and we’ll show you how it works!
Take Control Now!
Want a Free Demo?
• Please contact us to see what we can do for your business!
• Telephone: +44161 929 6269
• Email: [email protected]
• Follow us at: @ReachCommsUK
• Or on LinkedIn: Reach Communications ltd
APPENDIX
CONSUMER SURVEY: If you were to select a company to remodel or furnish your home, what
would you base your selection on?
• 1500 consumers surveyed in July 2013 across across the United States.
• Each answer choice order was randomized for each respondent
• Each respondent could only choose ONE of the responses thus forcing them to choose the most influential answer
Background
• ReviewInc surveyed 1,500 consumers on how they would make a selection when choosing to remodel or furnish their home.
• The study included consumers from across the United States with a minimum age of 18 years old of both males and females.
• The study took place from July 26th through July 28th, 2013
Demographics
18-34301
35-54373
55+480
Unspecified372Female
544
Male629
Unspecified353
1,526Responses
Age GroupGender
Survey Question & Design
If you were to select a company to remodel or furnish your home, what would you base your selection on:
• Each answer choice order was randomized for each respondent
• Each respondent could only choose ONE of the responses thus forcing them to choose the most influential answer
• Because personal referrals were already known as one of the highest selection methods, we chose to exclude it from the questions, but respondents could specify “friends” or “people I know” and other such answers in the “Other field”Reviews on Google+, Yahoo, Yelp, etc.
Company’s website
Traditional Yellow Pages Book
Advertisement on TV/Radio/Newspaper
Online Advertisement
Other – Specify:
Generation Gap?
0%
2%
4%
6%
8%
10%
12%
14%
Review
s on
Go
ogle+, Yah
oo
,Yelp
etc.
Co
mp
any's W
ebsite
Traditio
nal Yello
wp
agesB
oo
k
Ad
vertisemen
ts on
TV/R
adio
/New
spap
er
On
line A
dvertisem
ent
Reco
mm
end
ation
s from
Peo
ple I kn
ow
Oth
er
18-34 35-54 55+
Interesting that ALL AGE groups showed a high preference for selecting a remodeling or furnishing company based on online review sites.However, aged 55 and over showed a more than twice the younger generation a preference for use of the traditional yellow pages
Most Angry Customers Vent Once
0sites
1site
2sites
3sites
The vast majority of unhappy customers will only post 1 negative review*
If you can capture their frustration before they vent publicly, you can prevent negative reviews
69% 19% 8%4%
*Source: Pepperdine University School of Business Study – June 2012
Everyone On a Smartphone
Smart Phones & Local Reviewsby Age Group
Source: Google and the Mobile Marketing Association (MMA) , May 2012
Smartphone Usage on Social Networks
Source: Google and the Mobile Marketing Association (MMA) , May 2012