How Google Uses Reviews To Understand A Business

My Post (88).jpg

It’s been known for some time that Google looks at reviews for long tail information and that reviews with that information would lead to Google showing local listings for those terms.

In addition to the Local pack and Map results, Google’s search results are packed with review sites and content.

The Role Of Online Reviews In Search Marketing

We also have known that it wasn’t just reviews at Google that were used to expand Google’s understanding. Google is clearly looking at reviews at multiple sites across the web to better understand any given business and using those 3rd party reviews to increase a business’s visibility in search.

So it should come as no surprise that a patent was granted to Google that details some of the ideas and architecture used in that process. Google search expert Bill Slawski did a great job covering this patent from the larger entity point of view.

These days the Google Knowledge Graph and the entities within it have grown well beyond the Places shown in Google search and Maps, but Local was the origin point for all things related to the Knowledge Graph. Local has always been the test ground and often the first to roll out features that are then applied more broadly to other entities.

That is no more true than in the online review space and the ability of review content to influence Google search results.  – Read more

7 Reasons Online Reviews are Essential for Your Brand

My Post (93).jpg

Having easy access to the web has radically changed the way people shop for almost everything today.

From mobile phones to dentist services, it’s rare to blindly make a purchase decision without reading through several online reviews. In 2016, 90% of shoppers read at least one online review before deciding to visiting a business.

More importantly, 94% of online shoppers reported that a negative review has convinced them to avoid visiting a business.

This means that whatever your industry, having a positive online presence gives you several key advantages, which is why it’s becoming a key part of branding.

Understanding why you need online reviews will help you optimize your customer experience to help create a positive online footprint. Let’s review these seven reasons why your consumers’ published experiences with your brand are vital.

mention demo

1. Social Proof Drives Purchases

We’re more likely to make a purchase if others around us—even total strangers—agree that it is a good decision. Today, online reviews are the biggest source of social proof, and they have a clear impact on sales.

For example, Seriously Silly Socks has been able to drive 60% higher average order value on the company’s website than its other sales channels, and it’s likely that the 3000 five-star reviews that populate the ecommerce site’s various product pages have helped a great deal.

online-reviews-socks.jpg
Image source: https://www.seriouslysillysocks.com/aeroplane-bamboo-organic-crew-socks-in-denim-by-seriouslysillysocks/

“We encourage reviews by emailing customers after purchase and offering a discount coupon in return for a completed review,” Andrew Gill, the owner of the company, recently told BigCommerce in an interview for a case study.

“This has been a major difference from the start of our journey to selling directly from our store and has reduced our reliance on shopping channels. Customer feedback creates that ‘social-proof’ trust that encourages other visitors to our store to buy.”

2. They Make You More Visible

Being a successful brand also means you’re a visible one.

Most shoppers will look on search engines like Google and Bing, or even on Facebook, when deciding what to buy. These websites all have their own unique ways of indexing and surfacing content, but they all value original and fresh content, and customer reviews can definitely help feed the content machine, keeping your brand favored by algorithms.

online-reviews-seo.jpg

Image source: https://www.yotpo.com/blog/reviews-seo/ 

Online customer reviews give you a steady pipeline of(hopefully) positive content that search engines value highly when choosing which results to return.

When you’re ranked higher, algorithms and people alike tend to see your website as an authority in your industry, which also leads to more exposure.

3. They Make You Look Trustworthy

Your brand can build significant trust and credibility from a steady stream of positive reviews.

One of the more interesting findings of recent research is just how powerful reviews are at building your company’s online identity.

Many shoppers distrust businesses that have ratings below(or even above) four stars. This leaves a small margin of error at the top, but companies with better average ratings are significantly more likely to see views converted to traffic and sales.

online-reviews-brightlocal.jpg

Image Source: https://www.brightlocal.com/learn/local-consumer-review-survey/ 

The way customers are talking about you is just as important as the fact that they’re saying your name. Having a highly positive footprint will eventually help you drive more sales. – Read more

Quick CRO Wins? Look No Further Than Customer Feedback

My Post (78).jpg

According to a 2017 study by Econsultancy, just 22 percent of companies are satisfied with their conversion rates.

But how do companies rectify that? From lead-capturing, analytics and UX testing to page optimisation, online performance and marketing automation, there are plenty of tactics to choose from.

But there’s just one all-encompassing solution for gathering the insights needed to achieve just about every online goal (including CRO): a well-rounded online customer feedback program.

What Is Online Customer Feedback?

Customer feedback is an increasingly popular way to collect insights from mobile and online visitors.

Businesses use feedback to extract deep understandings into the online journey and solve long-term issues by analyzing root causes and ongoing trends.

They also use feedback to learn more about the performance of content, email campaigns and many other important online touchpoints where businesses are interacting with their customers and visitors.

customer-feedback-cro-example-website

Typically, you will find feedback forms by clicking on a feedback button (see above) located on the side or at the bottom of a page. They can also appear as an overlay (modal) that’s triggered by visitor behavior.

For example, a modal might pop up when a visitor tries to abandon their cart, scrolls all the way to the bottom of a page or spends a certain amount of time on the page. – Read more

How to Use Social Media to Bring In More Customer Reviews

My Post (100).jpg

If you think online reviews don’t matter, think again.

In a world where 85% of consumers trust reviews as much as personal recommendations…

… generating positive customer reviews can make or break your business.

And that’s why you need a review acquisition process. Instead of passively hoping for reviews, you actively use social media channels like Facebook and Google to bring them to you.

Here’s a step-by-step process we’ve implemented and one you can use to dramatically improve the online visibility of your company. – Read more

How to deal with bad reviews (and why it pays to do so)

My Post (41).jpg

No-one likes getting bad reviews. Just ask those companies reportedly paying for customers to leave five-star feedback.

Could this kind of behaviour be due to the fact reviews are the power behind digital retail success?

The desire to generate more positive responses is natural for a marketer, but receiving negative ones occasionally should not be feared. Ultimately, it’s how a brand reacts to this feedback that really does matter. The Daily Mail is developing something of an obsession for poor taste responses, writing up reports on rude replies such as from the restaurant that referred to a dissatisfied customer as a ‘moron’ and an ‘epic tool’.

The latter is an extreme example, and you’d think most rational business people wouldn’t go down the ‘moron’ route when reaching out to negative reviewers, yet it’s surprisingly common to see otherwise sensible marketers trying to fan the flames of a bad review – intentionally or otherwise. – Read

The Untapped Potential of About Us Pages (And How to Write Your Own)

My Post (29).jpg

Along with FAQ and Contact pages, the About Us page is one of the first supporting pages you’ll likely create for your website, regardless of the industry you’re in.

They may go by different labels—“About”, “Story”, “Mission”—but these types of pages generally serve the same key purpose: to be the go-to page for a brand to say, “This is who we are.”

When a visitor wants to learn more about you or your business, it’s the page they’ll look for.

Unfortunately, About Us pages are too often treated as an obligation rather than the valuable opportunity they are to connect with your customers by selling your story, your vision, your mission, and what makes you, YOU. – Read

5 Best Survey & Feedback Platforms 2017

Customer feedback is a vital part of any business. With it a hotel can improve guest services, venues can create better events and sell more tickets, and restaurants can deliver the best tasting menus that keep tables full.

Historically it was difficult to collect and analyse this data, however with modern software and technologies, hospitality brands can now secure this information anytime, anywhere!

The following outlines five of the leading online survey and feedback software platforms, which in 2017 are helping businesses of all sizes satisfy their customers.

GetFeedback | getfeedback.com

Measure Customer Satisfaction In Real Time

getfeedback.jpg

GetFeedback works with over 10,000 companies to gain actionable insights into their customers experiences. Whilst the platform offers some really excellent survey features, their core strength comes from a CRM integration with Salesforce. Feedback results are streamed directly into the CRM, enabling marketers and business professionals to spot trends and increase engagement opportunities instantly.

Pros: Perfect for Salesforce users. Easy to create beautiful drag-and-drop surveys.

Cons: Limited tech support. Designed to integrate only with Salesforce.

Price: Free for up to 20 survey responses per month. Paid plans start from $50/month (£39/mo), billed annually.

SurveyMonkey | surveymonkey.co.uk

Used By 99% Of The Fortune 500 [1]

surveymonkey.jpg

SurveyMonkey is the best known online survey software platform in 2017. With over 25 million global users to-date, SurveyMonkey provides features that benefit virtually all industries. As one example for hospitality, SurveyMonkey enables users to collect guest satisfaction data pre, post and during events. For more info, see ‘Why Are Venues Using Survey Software?’

Pros: Highly recommended, huge collection of features, various integrations

Cons: Some surveys can be more complex to create. Customisations only available on paid plans.

Price: Free basic package, limited to 10 questions per survey and 100 responses. Unlimited plan from £25/month billed annually.

SurveyGizmo | surveygizmo.com

Collaborate Across Multiple Survey Projects

surveygizmo.jpg

SurveyGizmo offers everything you could need in a survey software platform and more. Like its competitors, building and designing surveys is user friendly and you can collect any kind of data required. Reporting tools are more advanced, and third party integrations are available including social media and Google Analytics.

Pros: Various unique features including custom survey domains. Support resources and an active online community.

Cons: Short trial, one of the more expensive platforms, quite complex to use.

Price: Free for 3 active surveys limited to 100 responses. Basic plan available from $300 (£233) annually.

Survey Anyplace | surveyanyplace.com

Mobile Surveys That Adapt To Every Device

surveyanyplace

If you’re looking to collect survey data using a mobile device, take a look at Survey Anyplace. It’s a chameleon – adapting to all devices and enabling you to make branded surveys and quizzes for any occasion. Results can even be collected off-line, so you’ll never be limited by a lack of internet access.

Pros: Mobile friendly, highly customisable, off line capabilities, cool mobile widgets

Cons: Some of the best features only available on the advanced plans. Limited reporting options.

Price: Free basic package, limited to 20 monthly responses. Paid plans from $29/monthly (£22.50/mo).

AskNicely | asknicely.com

One-Click Customer Feedback Integrations

asknice

Ask Nicely has a targeted focus on improving ‘Net Promoter Score’ – the measure of how customers recommend products or services to others. NPS surveys help improve customer experience, and Ask Nicely is able to automate feedback collection, integrating smartly with platforms like Salesforce, Zendesk and Shopify.

Pros: Simple set-up, trusted by big brands, live reporting and real time insights.

Cons: No free plan, only a trial. Not as feature rich as alternatives.

Price: 14 day free trial. Start package from $49/monthly (£38/mo) paid annually.

Conclusion

Many of the survey platforms available offer capable design tools, but differ based on their specialisms – whether that be integrating with Salesforce, focusing on mobile or collaborating with other areas of the business. As with any software purchase it’s important to first consider your hospitality brands actual needs before deciding on only one tool.

LeadDigital are experts in software that benefits hospitality companies, with over 20 years experience and services ranging from digital marketing to customer relationship & experience management.

 

Would You Like to Discuss How Survey Software Can Help Your Business?

Contact Us Today

 

References

[1] https://www.surveymonkey.co.uk/mp/customers/