We regularly talk about the importance of customer feedback on our blog for two main reasons, it helps current and potential customers understand more about your business and search engines want to see reviews.
Your Customers Care About Reviews
Search engines, like Google, know that customers care about reviews and in an effort to provide customers information that will help them with their searches, have been building reviews into a more prominent placement on search results pages. This prominent placement is known as a Knowledge Card, seen on the right side of the image below.
Because the knowledge card is so visual, your eye is automatically drawn to the right side of the page. Think of yourself as a consumer, your first impression of this business is generally good, but you probably won’t order the chicken wings. If you don’t have a loyalty to them, or an incentive, you’re probably not going to try the chicken wings. Of course, chicken wings are a smaller ticket item, but put this into perspective for your own business. This is a specific example of how reviews impact current and potential customers.
(Side note: We did get permission to talk about the business example above.)
According to a survey by Dimensional Research, roughly 90% of respondents claimed that positive online reviews influenced their buying decisions, while 86 percent said buying decisions were influenced by negative online reviews. Are your current reviews holding you back from selling products or services and therefore effecting your bottom line?
Search Engines Care About Reviews – But How?
Reviews should be important enough to your business because of the impact reviews have on customers, but there is also an SEO factor to consider. According to Moz’s 2013 Local Search Ranking Factors, online reviews make up 10% of your search engines rank your website.
What Can I do Moving Forward?
Make it a priority to work review requests into your everyday business practices. Of course there are right ways and wrong ways to go about this, don’t be too pushy with this request. Simply make it a point to email customers once the sale has been completed and ask them to leave you a review on a variety of accounts that you use, but remember, you can’t ask for a review on Yelp. Other than Yelp, most review sites are okay with you asking for a review, as long as you aren’t specifically asking for a positive review.
Once you start receiving reviews, respond to every single one! Don’t just respond to the bad ones. This shows current and potential customers that you are a human, it shows that you care to thank each customer for their feedback, the same way you would at the register.