For most companies, it’s not so much a question of if managing your brand’s online reputation—especially in local search—is important; it’s more a question of “where does online reputation management fall on my list of priorities?” It’s a fair question. To which the answer is, while there are many facets to reputation management, the best place to start is the area with the greatest opportunity.
More than 10 billion searches are conducted on Google every month. That’s a monster number, and many of those searches involve someone looking for a particular type of business or service. In fact, 92% of consumers regularly read online reviews to learn about a business, but here’s the catch: 94% of people only look at the first page of Google search results. It’s easy to see just how crucial that first-page ranking can be, and therein lies the opportunity—on the first page of all those local search results.
Consider this scenario. It’s a Friday evening, and you’re craving sushi but want to change it up from your local go-to spot. You search online, “sushi restaurants near me.” Essentially, your goal is two things: determine what’s near you and what’s good.
An ad appears and a few initial listings. Instinctively, you start scanning the listings to help make your selection. You start at the top browsing ratings and reviews, likely the pictures too. You notice Akai Hana with 1,102 reviews and a 4.7 rating. Good, right? You scan a few reviews and see someone recommends Sukiyaki, and you’re sold at that point. Problem solved, dinner ordered. What you didn’t notice, had you kept scrolling, was restaurant X with only two reviews and a 3.0-star rating. And that’s not uncommon.
There are several reasons for the search results you receive, but research suggests online reviews are now the second most important factor for local search engine optimization. Much like fresh content is vital for SEO, so are reviews. Search engines factor in your review profile (including quality and quantity) when calculating where your business will show in the search results. Obviously, the higher the rating out of 5 stars, the better. What most folks don’t expect is that your reviews need to be recent and high volume as well, especially in comparison to your competitors. “When you acquire [reviews] regularly, they provide a constant influx of fresh content for the search engine spiders to digest.”
More than ever, consumers are looking for signals of trust, and what people say about your brand builds credibility. Often, companies fail to cultivate their good reviews, and what remains online as a representation of the business are those few negative experiences. Train staff and team members to ask customers in-person. Provide links on your website, email signature, newsletters, thank-you pages, or on receipts. You can even ask for feedback on social media.
Building Credibility in the Era of Local Search
In today’s competitive digital landscape, local businesses face an uphill battle to stand out in search results. The key to success lies in understanding the nuances of local search engine optimization. Local search doesn’t just help your business get discovered—it connects you with customers who are already primed to make a purchasing decision. Whether they’re searching for a trusted plumber, a cozy café, or a sushi restaurant, these users are ready to act. However, without a strong local business SEO strategy, even the best businesses risk being invisible.
For businesses looking to improve their local business SEO, these strategies are invaluable. Reviews play a significant role not only in rankings but also in building trust with prospective customers. Every review you earn adds a layer of credibility and positions your business as a reliable option in local search results.
Want to continue the conversation on customer feedback? Reach out to learn more about our review generation process.