Reviews have become one of the most important decision-making factors for users when it comes to gathering information about a business they want to interact with. Having a good reputation built through real testimonials can be a differentiator when it comes to surpassing the competition. Google’s review system is one of the most significant ones. Here you will find all the keys to make the most of it.
What are Google Reviews?
Google Reviews are a form of user-generated content that allows customers to express their opinions and share their experiences with businesses, services, or products on the Google platform. These reviews are prominently displayed on a business’s Google Business Profile, providing a snapshot of its reputation based on the collective feedback from customers.
They consist of a star rating, ranging from one to five, with five being the highest. Alongside the star rating, users can write detailed reviews that elaborate on their experiences. These reviews cover various aspects such as the quality of products or services, customer service, ambience, and other factors relevant to the business.
Why are Google Reviews Important?
98% of consumers “occasionally” read online reviews and 76% “always” check them. Yeap, that’s pretty much everyone that will come across your business online. But if that’s not a reason strong enough to start taking care of your reviews, let’s explore a couple more.
Trust and Credibility
Positive reviews contribute to the overall trustworthiness of your business. In an era where consumers heavily rely on online information for decision-making, positive reviews act as virtual word-of-mouth recommendations. Prospective customers are more likely to trust a business with a high number of positive reviews, viewing it as a reliable and reputable option.
Think about what you do when you have to pick a restaurant to have lunch with friends. You’d probably check in with them if they have any suggestions and then double-check those with a quick Google Maps search.
SEO and Local Search Ranking
This is perhaps the most technical reason of all. Google Reviews are key in local search engine optimization (SEO). The quantity and quality of reviews impact your business’s local search ranking, influencing its visibility in local search results. Businesses with a higher number of positive reviews are often prioritized by Google, appearing more prominently when users search for relevant products or services in a specific geographic area.
Basically, if people love you and your product/service, they leave a note on a review and that will help you rank better when someone is looking for what you offer. But beware: this holds also for people who think you or your business sucks… Keep reading to learn how to deal with haters!
Customer Engagement and Feedback
Google Reviews provides businesses with direct and immediate feedback from their customer base. This feedback is invaluable for understanding customer preferences, identifying strengths and weaknesses, and making informed business decisions. This, my friend, is liquid gold. Now more than ever you have the chance to improve your value proposition by just asking your clients for an honest review. And this happens in a flash.
Engaging with reviews—whether positive or negative—demonstrates a commitment to customer satisfaction and can foster a sense of community around the brand. After all, there’s no such thing as ‘bad marketing’, and clients will value the fact that you took time to respond to someone’s comment even if it was negative. Hey, we all make mistakes, the important part is acknowledging them.
Best Practices for Google Reviews
Now that you know Google Reviews are the beating heart of your online reputation, let’s look at some do’s and don’ts to propel your digital strategy.
- Encourage satisfied customers to leave reviews
- Timing is key
Be strategic, and ask for reviews when customers are likely to have positive experiences, such as after a successful transaction, receiving a product, or enjoying a service. Timing ensures that the feedback is reflective of their positive sentiments.
Make it easy
Simplify the review process for customers. Provide direct links to your Google My Business profile or guide them on how to leave a review. The easier it is, the more likely satisfied customers will take the time to share their thoughts. If it takes them too much time, you’ll lose them!
Pss… Creating a dedicated review link and sharing it via email or text will be a game-changer for your clients. How to:
On Desktop:
Sign in to Business Profile Manager.
Open the profile you wish to manage.
In the left menu, navigate to “Home.”
Locate the “Get more reviews” card.
Copy your short URL from this section to easily share it with your customers.
On Mobile (using the Google My Business app):
Open the Google My Business app.
If you have multiple profiles, select the specific profile you want to manage.
Tap on “Customers” and then go to “Reviews.”
In the top-right corner, tap on “Share.”
Copy the short URL provided for easy sharing with your customers.
Incentivize thoughtfully
While incentivizing customers to leave reviews can be effective, it’s essential to do so ethically. Avoid offering incentives for positive reviews, as this goes against Google’s policies. Instead, focus on rewarding customers for their honest feedback. You can offer a discount but do it after they’ve sent the review. Let’s keep it real.
B. Respond to reviews, both positive and negative:
Responses on time
Respond to reviews promptly, showcasing your commitment to customer engagement. This applies to both positive and negative reviews. Nobody trusts a business that only replies to positive comments. You need to provide an answer to everyone. Demonstrate that you value customer feedback, no matter what, and are actively involved in maintaining a positive customer experience.
Personalization matters
Personalize your responses. Yeah, you have +100 reviews to reply to, we get it. Just dedicate some time every day to go through them. Address customers by their names and reference specific details from their reviews. This adds a human touch, making customers feel acknowledged and appreciated. In the end, they also took some valuable time to help your business improve. Why wouldn’t you do the same?
Professionalism is key
Maintain a professional tone in all responses. Even in the face of negative reviews, respond calmly, acknowledge concerns, and offer solutions. There’s always someone that took it against you or had a bad day. However, a professional approach demonstrates your dedication to customer satisfaction and leaves a good impression on prospective clients.
Monitor and analyze reviews
Regularly check reviews
Set up alerts or reminders to regularly check and respond to new reviews. Keeping a consistent eye on your reviews allows you to stay actively engaged with your customer base. This will also help you to make sure you’re actually inviting clients to leave feedback and take action if the number of reviews has dropped.
Identify patterns and trends
Look for patterns or trends in the feedback. If everyone is saying they had to queue for 30 minutes to buy your product, then you need to improve your timing. Conversely, identifying positive trends helps in understanding and enhancing your strengths. You can also use Google Reviews to test new ideas or products. Imagine you offer a web design service but are also thinking about writing content, you can start offering that new service and see how people react to the combo.
Treat reviews as constructive feedback. Use the insights from reviews to make informed business decisions and continually improve your products, services, or customer interactions.
Use Reviews as testimonials
Feature positive reviews
Showcase positive reviews on your website and marketing materials. Highlighting real customer experiences serves as powerful social proof (new blog coming soon!), influencing potential customers positively.
Request permission
Before featuring a review as a testimonial, seek permission from the customer. You don’t want to break GDPR. This demonstrates respect for their opinion and maintains transparency in your marketing efforts.
Avoid fake reviews
Authenticity is key
Never engage in the creation or solicitation of fake reviews. Never. We mean it.
Authenticity is crucial for maintaining trust with both customers and platforms like Google. Fake reviews can lead to severe consequences, including the suspension of your business listing. New tech tools are getting better at detecting fake reviews. And you have no idea how damaging that could be. Seriously, do not buy or create fake reviews. Besides, people will notice it.
Emphasize genuine feedback
Encourage genuine feedback from real customers. Authentic reviews not only comply with Google’s policies but also contribute to a more accurate representation of your business’s reputation. Hey, if you are doing great with your product/service, that’s fine. And if you need to improve something, that’s also fine.
By adhering to these best practices, you can establish a positive online presence, build trust with your audience, and leverage Google Reviews as a valuable tool for continuous improvement. Regularly engaging with feedback and incorporating it into your business strategy can lead to enhanced customer satisfaction and loyalty.
What’s coming for [2024]
Google has 89.3 billion searches per month. They work hard to provide accurate results and that’s the outcome of running multiple checks. As you can guess, Google Reviews won’t be an exception. Let’s discover what 2024 holds for reviews.
No room for liers
Review gating refers to the practice of selectively asking customers for feedback based on their likely sentiment, particularly to direct positive reviews to be publicly displayed while keeping negative ones private. In the context of Google Reviews, this practice often involves businesses using a system to filter customers who are likely to provide positive feedback and guide them towards leaving a public review, while customers with potential negative feedback may not be prompted to leave a public review.
This process is sometimes implemented through email sequences. For instance, after a customer has made a purchase or used a service, they might receive an initial email asking about their experience. If the customer expresses satisfaction in this first communication, a follow-up email might include a link or prompt encouraging them to share their positive feedback on the business’s Google profile. On the other hand, if the initial response indicates dissatisfaction, the follow-up email might not include any call-to-action for leaving a public review.
Good old Google discourages this practice and we do too. Google aims for transparency and fairness in its review system, advocating that all customers should have an equal opportunity to leave feedback, regardless of whether it is positive or negative. Violating Google’s review policies, including review gating, may lead to consequences such as the removal of reviews or the suspension of your business’s Google My Business listing. Not to mention it’s the most used search engine ever, if you know what that means… You must engage authentically with all customer feedback and avoid practices that manipulate the review system. Remember, Google is kind of like God, it sees everything.
Conclusion
In essence, Google Reviews serve as a dynamic and transparent reflection of your business’s reputation. They offer a platform for your customers to share their experiences, and for your business, they represent an opportunity to showcase your commitment to making things right, offer high-quality products/services and care for customer satisfaction. Understanding how to navigate and leverage Google Reviews effectively is crucial to thrive in the digital landscape of 2024. An era for user-generated content that reflects honest opinions is around the corner, are you ready for it?
