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User reviews are crucial. Over 90% of consumers read user reviews when researching products or services in their area. There’s ample evidence suggesting that even negative reviews can help sell your product. They make the positive reviews appear genuine, and when a bad review is addressed quickly, it reassures consumers that any issues will be handled properly. In fact, data shows that an average review score of 4.7 is more trustworthy than a perfect 5.0.
While user reviews clearly influence consumer decision-making, their direct impact on SEO is less understood.
We know that having reviews helps your Google Business profile rank better in local listings. Interestingly, Google seems more focused on the number of reviews than the overall score. For example, SEMrush found that the top three listings in both the local pack on the main SERPs and Google Maps were generally the businesses with the most reviews. While a higher score (above 4.0) is a factor, it’s less important than the quantity of reviews.
However, there is no solid evidence that user reviews directly affect rankings in the main SERPs.
That said, reviews can significantly influence click-through rates (CTR). If a user is searching for a product and sees a 4-star rating in the main SERPs, that product is more likely to get clicked. Be cautious with product rating schema, as it is often abused, and Google may apply penalties. Here are three key considerations to avoid Google’s structured data penalties:
In summary, getting reviews is a crucial ranking factor for Google Maps and the local pack within the main SERPs. While reviews may not be a direct ranking factor for the main SERPs, they do have an indirect impact. Higher CTRs from good reviews can lead to better user engagement and conversion rates, which are important ranking factors.
Additionally, the quantity of reviews tends to be slightly more important than the quality. So, having many decent reviews can not only improve your SEO but also likely increase sales.
At TomatoTree Digital, we understand the power of user reviews in shaping our online presence and local SEO efforts in Kerala. By encouraging genuine reviews and responding to them thoughtfully, we aim to build trust and enhance our search engine rankings. This approach not only benefits our visibility but also strengthens our reputation and customer relationships in the digital marketing landscape.
At TomatoTree Digital, we understand the power of user reviews in shaping our online presence and local SEO efforts in Kerala. By encouraging genuine reviews and responding to them thoughtfully, we aim to build trust and enhance our search engine rankings. This approach not only benefits our visibility but also strengthens our reputation and customer relationships in the digital marketing landscape.
Review Platforms: A plethora of review platforms has emerged, offering businesses opportunities to collect and manage reviews efficiently.
Customer Alliance: Shares insights from an online review survey conducted in 2024: https://www.customer-alliance.com/en/resources/article/online-review-survey-2024/
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