Why Reviews Are the Lifeblood of Your Digital Marketing Strategy
Whenever you want to buy anything online, you first look for reviews from previous consumers of the product or service. The star rating given for the item you want to buy will greatly affect your decision. Reviews hold a lot of importance in the way your audience perceives your brand. Let’s take a look at the importance of reviews in digital marketing.
Help customers to make buying decisions
Reviews will provide potential customers with information that helps them to decide if they will buy your product. Research shows that consumers trust online reviews even more than the information you provide on your website about the product or service, be it dresses or about loans.
Reviews boost organic search rankings
Reviews are a form of user generated content. This means that whenever someone writes a review on your site, search engines get more unique content which they can index and this helps to boost your rankings. Reviews also boost the relevance and authority of your brand online. They can be used by search engines as answers to user queries and even appear on top of search whenever someone is looking for a product or service you offer. Having reviews featured on SERPs will substantially boost traffic to your website.
Add a mark of trust
When you have multiple positive reviews on external sites that are trusted by search engines like Yelp and TripAdvisor, they instantly boost your site rankings. Search algorithms consider reviews from external sites as an indication that your brand is credible and trusted by multiple users. The more reviews you have on those high-ranking sites and the more positive they are, the higher your likelihood of appearing on the first page of Google for relevant searches. Having Google reviews also increases your chances of ranking high in search engines.
Reviews boost conversion rates
Many customers who visit your site but are not able to get any reviews from previous customers are likely to scroll away and spend their money elsewhere. When they find positive reviews, they are more likely to buy. Your conversion rate will be even higher if the reviews on your product are in another trusted review website like Yelp.
Google and other search engines have since increased the value they place on reviews in visibility and rankings. Sites with lots of reviews are given preference and appear on top result pages. Develop a plan to increase the number of people who review your product and you’ll get more business online.