Local SEO is how you appear when people search for a service near them. And it’s reckoned that nearly 90% of consumers read online reviews before visiting a business. So, it makes sense to think about gathering and managing your online reviews to help boost your local SEO.
The Role of Online Reviews in Local SEO
Local SEO is about getting ranked in an area where you offer your services. For example, if one of our local keywords is SEO Essex, you are attracting searchers looking for SEO services in Essex. Yours would typically be something related to the services you offer in a local area. In this context online reviews are not just about building a good reputation — they’re a critical factor in how well your business ranks in local search results. When ranking businesses in its local search results, Google’s algorithm considers several factors, including the number, quality, and recency of reviews. So, your online reviews play a significant role in determining where your business appears in local search results.
How Reviews Affect Search Rankings
Google values the opinions of your customers and uses these reviews to assess the trustworthiness and relevance of your business. The trust element in ranking is a huge area for Google. The more positive reviews you have, the higher your business is likely to rank in local search results. The frequency of reviews and how recent they are can also influence your ranking. Businesses with a steady stream of fresh, positive reviews tend to perform better.
Trust and Credibility
Reviews don’t just influence where your business appears in search engines, but they also impact whether potential customers choose your services. Testimonials have always existed, be it in print, online or in the form of word-of-mouth referrals. Positive reviews build trust and credibility, encouraging more people to click on your business listing and visit your website. This signals to Google that your business is popular and relevant, and therefore a good website to give a high ranking.
But don’t worry about getting the odd negative review either. A site where nothing ever went wrong might be too good to be true.
So Which Reviews Matter?
- Google My Business Reviews
When it comes to local SEO, Google My Business (GMB) reviews are the most crucial. Google uses these reviews as a direct ranking factor in local search results. Businesses with numerous positive GMB reviews are more likely to appear at the top of search results, making these reviews invaluable for your local SEO strategy.
- Reviews on Other Platforms
While GMB reviews carry the most weight for local SEO, reviews from sites like Yelp, TripAdvisor, and industry-specific review sites also help build your online reputation. These reviews may not directly influence your Google ranking, but they do affect your overall online presence and can drive traffic to your site, indirectly benefiting your SEO. It’s about creating an overall positive picture of your site.
How to Encourage Reviews
Ask for Reviews
One of the easiest ways to get reviews is to ask for them. Ask for a review when the customer is most satisfied – a good time is immediately after a successful purchase or service. You can often automate this too.
Make It Easy
The easier you make it for customers, the more likely they are to leave feedback. Send customers direct links to your GMB profile or provide easy-to-follow instructions on how to leave a review.
Incentivise Reviews
While review sites usually discourage incentivising reviews, you can offer small discounts or rewards for customers who leave a review. It’s important to maintain the trust in your reviews, so make it clear that the incentive is for giving feedback, not for a positive review.
Managing Negative Reviews
Responding to Negative Reviews
Negative reviews are inevitable and part of the ecosystem, in the same way a fish tank needs a little algae for the environment to be complete. How you respond is important. Address negative feedback promptly and professionally, showing a willingness to resolve the issue. It helps to mitigate the damage but also shows customers that you are prepared to make the effort and are committed to making things right. Use the feedback to identify areas where your business can do better.
The Long-Term Impact of Reviews on Local SEO
Businesses that continually gather new reviews tend to maintain or improve their local search rankings. So regularly monitor your reviews across all platforms to ensure that you’re aware of any issues and can respond accordingly. There are tools available that can help you track your reviews and maintain your online reputation efficiently.
Final Thoughts
Online reviews are more than just customer feedback—they’re a part of your local SEO strategy and your business at large. Positive reviews not only boost your search rankings but also attract more customers. Start focusing on your reviews today and watch your local search visibility grow.