Customer reviews are more than just a signal of trust for your customers. Used effectively, it can also provide a potential boost to his SEO ranking.
“they [reviews] Kyra Sammis, Customer Success Manager at Trustpilot, said during a session at SMX Next: “Reviews are an opportunity for anyone who knows your brand to publicly share what they love about your product, service, or customer experience. increase.”
Posting reviews, even bad reviews, is essential for brands looking to build customer trust in today’s competitive SEO environment. Also, since 53% of all trackable website traffic comes from organic search, marketers are wise to capture a portion of that share with customer reviews.
“Reviews are a powerful marketing engine in their own right. Reviews are a way to build trust in your brand,” she said. “Through increasing her web traffic sales and revenue, she can turn that brand trust into measurable her ROI.”
Samis shares five ways marketers can leverage customer reviews to help boost their rankings.
Focus on offsite SEO
“Offsite SEO represents all the actions you take outside of your physical website to build your digital footprint,” says Sammis. “Building credible backlinks to your page, staying active on social media platforms, third-party reviewers creating a profile on his platform,” etc.
“Most companies have on-page SEO strategies that help with organic search, but very few companies spend significant energy on off-page opportunities,” she added.
Google and other search engines use offsite signals to measure a brand’s relevance, authority, and trustworthiness. Reviews are one of the most consistent channels marketers can use to improve these signals.
“Google changes, but reviews are likely to stay,” says Sammis. “According to Moz.com research, off-site SEO-related factors such as third-party reviews account for more than 50% of ranking factor weight. They will likely always play a role in their ability to rank, and building an online presence with reviews can help companies shatter all three of these criteria.”
Don’t Ignore Referral Traffic
“In addition to the off-page SEO benefits of a real website, creating a profile on a third-party site can result in a spike in referral traffic,” says Sammis. “This is because many of these third-party sites can appear at the top of search results when someone searches for brand reviews.”
Many third-party review sites have high authority and trust levels, which is why brand reviews are shared in the top rankings. By focusing on referral traffic, you can enhance your SEO efforts by establishing a strong visitor flow alongside your organic traffic.
“Referral traffic is often overlooked, so this can be a competitive advantage.
Display reviews on your website
“Having customer reviews on important landing pages is easy with the Reviews Widget. Also, adding this little addition to your website will improve how often your pages show up in organic search results.” You can.”
Customer reviews are a potential content source for web properties. Displaying them on your website allows you to diversify your content while adding relevant text to your pages, both of which can help improve your organic page ranking.
“Reviews increase the amount of text on each page,” says Sammis. “This extra text makes the page more valuable in Google’s eyes because it provides more context as to what the page is and whether it should be displayed for that user’s search query. Become.”
“At the end of the day, Google wants to show you the most popular search results in hopes of giving users the best possible experience,” she added.
Note the number of stars
“When marketers think about star ratings and search results, paid listings usually come to mind,” says Sammis. “But most marketers don’t realize that star ratings on organic search listings can appeal to savvy customers who aren’t as likely to click on ads.”
Star review ratings (the symbols you see in SERPs) help build searcher trust by providing a visual representation of your average searcher rating. This feature used to be less common, but Google is now allowing more site owners to view it using the schema his markup.
“Collecting product reviews can help you qualify for review snippets in organic search,” says Sammis. “A shiny golden star on your listing can help draw more attention to your product page and can even improve your organic CTR by up to 35%.”
Leverage long-tail search queries
Seeing the very specific long-tail keywords that your customers use when searching for your product, service, or brand is key to gaining a niche audience. But marketers can also leverage the queries used in company reviews. This is highly relevant and amplifies the voice of the customer.
“Long-tail keywords get less search traffic, but they’re more specific, so they usually have higher conversion value,” says Sammis. “It can be difficult, to say the least, to think of all the descriptors, use cases, or problems a product might solve. You will be able to share in your own words your unique experiences with
“The icing on the cake here is that all of this happens automatically. No additional copywriting or content creation is required,” she added.
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The opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.
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About the author
Corey Patterson is the former editor of MarTech and Search Engine Land. SEO, Content With his marketing and journalism background, he covers SEO and his PPC industry news to help marketers improve their campaigns.
