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07-10-2018

Ep. 12 – The Impact Of Online Reviews

Podcast

The Impact Of Online Reviews

Online reviews do more than just provide star-ratings for businesses.  Learn how online reviews can impact SEO and so much more.


Host:                                     00:00                     Podcasting from Southern California, this is On The Net, your go-to for everything you need to know about how to get your business online and keep it there—brought to you by Lunarpages.  We’ll help you navigate the mystifying ins and outs of doing business in today’s digital era.  From web hosting to ecommerce to security and protection, if it has to do with your online presence, we’ve got it covered. Let’s get started.

Host:                                     00:31                     Hi everyone. Welcome to your online presence. Thank you for joining us. This podcast is designed to make doing business online, easy for web designers, developers, bloggers, and online businesses of every shape and size. Whether you’re buying your first web hosting plan or you’ve been running a website for ages, this podcast show, we’ll be able to answer your most burning questions. I’m a guest podcast for this week. My name is Lisa Meyer and I’m the CEO of directive group. We’re a digital marketing agency and we help businesses dominate their online markets. I want to first thank Lunarpages for inviting me to speak with you today. They’ve been a trusted partner of ours for many, many years and I’m very honored to be their guest. In today’s podcast episode, we want to discuss the impact that online reviews have on your business. It may seem odd and it did to me at first, but people trust the opinion of total strangers be for deciding where to eat, where to go on vacation, what to watch on TV, and even when they’re making significant purchases.

Host:                                     01:39                     In fact, 8 out of 10 consumers today conduct online research about products before making a purchase. This new era was really shepherded in by Amazon over the last decade, and to this day, they instruct new merchants to optimize their reviews process before ramping up the programs. That’s a pretty significant statement. They want their new merchants to get their reviews processed before they sell products. That is just an amazing fact when you consider it. The fact of the matter is that now it is not personal recommendations from friends or family, but instead to comment of total strangers that are a major determining factor of whether people will buy from you or not, and that shows how important online reviews have become and how massive of an impact they will have to your business success. It’s not enough for business just to build a website. It’s not enough for business just to do paid advertising.

Host:                                     02:45                     You also have to be aware of the online conversation that’s surrounding your business and you have to become very knowledgeable about all of the instances in which your business appears, where people could be making comments about your business, including industry specific review sites on the various other platforms besides Google, Facebook, all the ones that you’re used to seeing. It’s great if your business is already on the ball and you know all this, but if not, this podcast episode will provide the information you need about why you need to get with the program. First, let’s talk about the power of online reviews. Here are some numbers. 90 percent of consumers read online reviews, 90 percent and 80 percent of buyers trust online reviews when making a purchase. Somewhere between 80 and 90 percent of searchers do not look past the first page of search results when they consider a business and your online reviews have a positive impact on your SEO so they could impact whether you’re showing up on the first pages of Google, Yahoo, Bing, and amazingly even a one star improvement in your business rating can result in on average, a 90% increase in the revenue that you earned online.

Host:                                     04:07                     Consumer reviews are 12 times more trusted by people. Then product descriptions, 12 times more credible to people than the product descriptions that are about the product, and that doesn’t matter how good those product descriptions are. Have you ever asked yourself, why are online reviews important for SEO? If you haven’t asked yourself that question, you really should because it turns out that online reviews are having a growing impact on search engine results. This is believed to be mainly because prospective buyers really love reviews and search engines really loves to give people the information they want. Visibility on customer review sites can impact your search engine placement, especially search placement in local listings. In fact, according to a 2017 Moz local ranking signals report reviews make up about 13 percent of how Google and other search engine algorithms decide to rank results, so it’s extremely evident that reviews along with other off page and on pain signals are really important for your SEO program.

Host:                                     05:18                     Next, let’s talk about how online reviews can impact your conversion rate. If you recall from our last guest episode, we talked a lot about how to increase your conversion rates well. Online reviews are one tool that can help you do just that. For conversions to happen, customers should be able to trust your brand and your products. People just won’t buy from you if they don’t trust your business and when people want to know if they can trust you, they frequently turn to online reviews, so to increase your conversion rates and sales for your business, you really, really, really have to be attentive to what your online reviewers say. Reviews and in particular a predominance of positive online reviews can remove any doubts potential customers may have about your product or your service, which will only strengthen your business’s reputation and increase your conversions. Bottom line online reviews can help you win customers.

Host:                                     06:16                     Customers now have the power to search and to read reviews on pretty much anything. Not only do B2B and B2C buyers decide who they are going to do business with through reviews, but based on a 2017 survey by Bright Local, 97 percent of consumers read online reviews for local businesses and 85 percent say they trust online reviews just as much as they trust a personal recommendation. Is that not an incredible finding? Now let’s shift gears for a second and talk about negative online reviews. Did you know that an overwhelming 86 percent of consumers will decide against buying from you if they read negative online reviews about you and that’s the predominant thrust of your online reviews, but lucky for most businesses an average consumer will read about 11 reviews before making a purchasing decision, so every honest review from loyal customers will count and you’re seeking a predominance of positive reviews to give a balanced perspective of your business and really no business likes a bad review, but occasionally miscommunications and mistakes do happen and once in awhile you’re going to have a negative online review.

Host:                                     07:34                     It’s to be expected and no one really holds it against you. If you handle it well. So while you think that negative reviews are not ideal, then they are probably not ideal. If you control the damage that could incur, they actually help you by showing prospective buyers how you handle problems fairly and professionally. So in this way you can turn a negative review into a positive if you handle it properly. So there you have it with the increasing number of websites, social media channels and directories. It’s important that you monitor your online reputation and that you manage what people are saying about you online. If you need help putting your best foot forward online, get in touch with DirectiveGroup at directivegroup.com. We can help your business build its reputation and its customer base through prevention, maintenance and response tactics to your online reviews.

Host:                                     08:25                     We can make you shine and you may not be aware of this, but there is the ability to run an online reputation report which we are now offering a and can tell you what your overall reputation looks like online, the overall strength of your presence, the impact on local SEO and the things you can do to improve it, so be sure to give us a call if you have any questions or concerns. Again, we’re a directivegroupcom. Well, that’s all we have time for on this episode of On the Net. You can listen online, but you can also subscribe to this podcast on Itunes so you can get future episodes delivered to you automatically listened to on your phone, maybe on your way to work. We’ll also take comments and if you have any suggestions on future shows or questions on things that we cover in this or any of our shows, please complete the form below and until next time, here’s to wishing you all the best with your website endeavors. Thanks for listening and take good care.

Speaker 1:                           09:36                     Thank you for listening to the latest edition of Lunarpages podcast On the Net. Remember, it’s all about your online presence. If you like what you heard, please share our podcast. Join us next week as we take on another need to know topic around doing business in the digital era.

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