We just finished discussing the basics of search engine optimization (SEO). And when we say basics, we mean it. We barely scratched the surface. There are so many facets to SEO that it can feel a tad overwhelming.
It’s okay. We get it. Today, we’re going to talk about another one – reviews.
For many businesses, online reviews have become a source of great angst. With very little control over what folks say, conversations about these testimonials often turns to anger over a bad YELP comment.
Yes, the bad comments can definitely hurt you. This isn’t a time to repeat the sticks and stones mantra. Words can hurt. However, they can help too. Understanding reviews, how they work, how to manage them and how they can be incorporated into your own site gives you a huge advantage.
Because even with a bad review from time to time – reviews are great for your SEO.
What are Online Reviews?
Online reviews refer to any comments made about your product or service by an individual not associated with your business. The reviews that appear on your website are specifically referred to as user generated content (UGC).
What are the Benefits of Online Reviews?
Online reviews, especially UGCs, can significantly help build your online presence. A strong history of pleased customers builds trust with both search engines and prospects.
How do you Manage Online Reviews to Maximize Success?
In today’s Internet driven marketplace, your presence is key. One of the most crucial steps your business can take is to start monitoring review sites such as Google, Yelp, and TripAdvisor. If you have a review form on your website, that’s an especially important place to monitor.
Not only will monitoring these sites give you insight into what’s working for your customers, it will give you the opportunity to quickly respond to any negative comments. By getting out in front of an issue, you can soothe the troubled customer before a real problem arrises. Sometimes, you may even be able to correct a mistake and get the review changed.
If a review is extremely upsetting, remember your first response should be to take a deep breath. Even five minutes can do a world of good. When you do respond, acknowledge that the reviewer is displeased with your service and ask them to contact you in a private format such as over the phone or by email.
Additionally, your business can benefit significantly by responding to positive reviews and comments. The response helps foster relationships and encourage repeat business.
How do You Acquire Better Reviews?
It’s okay to also ask for reviews, especially from customers you know or whom frequent your business. Most of the time they will happy to do so, but if they are not, never post a review pretending to be someone else. There will be plenty of other customers happy to give you a stellar review as your business grows.
Pre-made thank you cards are a great way to direct traffic to your offsite profiles and encourage reviews. By including easy-to-follow directions, you can express your appreciation for their business and get a quality review in one fell swoop.
Have you developed a tactic for handling online reviews? We’d love to hear about it. Shoot us a tweet or Facebook comment.
