Not all review sites are equal and the big daddy of them all is Google Reviews. Here’s a quick explainer and some practical suggestions to ensure Google Reviews give your business far more than just a pat on the back…
Online reviews are a modern extension of word-of-mouth marketing and a powerful force in shaping consumer buying habits. If you score highly with the likes of the highly-respected Trustpilot, Expert Reviews, Which? and Checkatrade, your SME’s reputation will soar - as will your potential sales. But while all this positive noise can do wonders for your business, none will have a potentially greater impact than Google Reviews.
To understand why, take a look at this search result for ‘lawyers in New Forest’:
As you can see, with just a search term and a click, future customers can access valuable information about your business - and it’s the very first thing they will see. Ratings and reviews directly impact your visibility and reach on Google, and give you a substantial advantage over your competitors..
Remember - despite its recent troubles - Google remains the world’s #1 search engine, so embracing its review platform is a no-brainer: who wouldn’t want to show off a gold star reputation and gushing feedback in the world’s biggest shopping mall?
Like them or loathe them, if you persuade Google you are amongst the top three businesses in your industry and locale, you have more opportunity to attract your perfect customer and influence their buying decisions. Here are a few suggestions that might help your business do exactly that…
Unlocking the benefits of Google Reviews
Reach for the stars
Google’s rating system works on two levels. Firstly, a high review rating encourages users to click through to your website and makes them more aware of your products and services. Positive reviews act as a gateway to your business, are a signal of trust, and increase the chances of potential customers exploring what you offer.
Secondly, Google is intent on giving searchers its most relevant results. So, while no one can be sure of how its algorithm works, good reviews are known to noticeably improve your ranking position. And, importantly - it doesn’t take many reviews to achieve that goal.
Set gold star SEO standards
Google’s five-star ratings may remind you of receiving gold stars in primary schools. But remember the gold star system has a dual nature in the classroom - it’s not just about awarding achievement, but also about managing pupil’s behaviour.
So, while five-star reviews will benefit your ranking, they will only be truly impactful if you are following all of Google’s SEO guidelines. Follow the rules Google wants you to follow. In return, those reviews will reward your business with better visibility, higher rankings, and ultimately more leads and customers.
Gain trust and build influence
Positive reviews build trust, and trust attracts new customers. But don’t panic if you get bad reviews - which you will, inevitably. Timely responses to reviews show that you care about your customers’ opinions, both positive and negative, and engaging with them demonstrates your commitment to customer satisfaction and fostering a positive image of your business.
So use negative reviews as an opportunity to respond positively and you’ll show potential customers you always try to resolve issues appropriately. Not only will you impress the audience, but Google likes it when businesses are actively and consistently managing, updating, and responding to customer concerns.
Streamline the review process
Customers become loyal when they know they have a voice. So facilitating an opportunity for them to have their say is essential for a growing business. Other review sites - or your own in-house customer record system - are great for reputation building, self-reflection, customer messaging etc. They should not be ignored.
But the reality is that none of them offer anywhere near the same opportunity as Google Reviews, which makes it easier for leads to find you online. With so much to gain and so little to lose - apart from potential customers - savvy SME owners should make acquiring Google Reviews part of the business process and marketing strategy.
Here are some ideas to make it easy for them, and to start building up a healthy portfolio of Google Reviews:
- QR Codes and NFC Tags: Include these on physical things receipts, menus, business cards, or packaging to encourage customers to leave reviews immediately after their experience.
- Follow-Up Emails: Personalised emails to thank customers for their visit with a link inviting them to share their thoughts on Google.
- In-Person Requests: Train your staff to politely ask satisfied customers to leave a review - this can create a sense of urgency (but never, ever be pushy!).
- Social Media Promotion: Use your social channels to encourage customers to review your business on Google.
To conclude, positive Google Reviews are more than just a ‘well done’, and not just a ‘nice to have’. Publicly-facing, they represent your business’s reputation and credibility, but in terms of Google’s mysterious algorithm, they can have a significant impact on your online reach and visibility. So ask for them. Make it easy for customers to do them. Put Google Reviews at the heart of your customer sign-off process. It is a quick, easy and resource-light opportunity to unlock considerable gains for your business.
