Customer reviews and opportunities in search marketing
What many marketers still don’t understand about customer reviews is the opportunity they present in terms of Search marketing.
Customer reviews are considered today as an indispensable standard for any company with a digital marketing strategy. They allow you to collect customer testimonials, discover valuable information through feedback and adjust the customer experience accordingly. However, what many marketers still don’t understand about customer reviews is the opportunity they present in terms of Search Marketing.
Marketers consider content marketing to be one of the most effective ways to engage their audience via digital channels, whether through blog articles, social media publications or even GIFs. The content of notices can be used in the same way: it is user-generated content with strong authenticity and is considered highly reliable. The purpose of any search engine is to present and reference pages with powerful authority, and it was more than relevant for search engines to take into account the content of opinions, which is already the case today.
How can notifications create SEO value?
Search engines work on the basis of algorithms that index a large amount of information to present an organized and structured result to the Internet user. What many people don’t realize is that opinion data plays an important role in the organization and referencing of information. Why? Why? Simply because Google has identified user-generated reviews as a relevant source for identifying which sites have greater credibility, and takes this into account in its algorithm. Especially through Rich Snippets, the structured data tags of your site’s content, which allow an optimized search indexing.
One might think that they have a minor impact, but there is an increase in traffic of up to 35% for sites that integrate Rich Snippets by following best practices. Similarly, the content of notices is also grouped by Google and used in paid search results. In this context, the stars appearing in paid AdWords ads are known as Google Seller Ratings and can help you stand out from other ads in Google search results. In short, simple consumer advisories can actually become one of your most powerful marketing tools; increasing your conversions, boosting your natural SEO, generating more clicks and helping you to give your ads more visibility.
Differentiation is the key: how can opinions help your brand stand out?
Today, digital marketing is only a matter of content. Whether your business is B2C or B2B, it’s quality content that engages audiences and encourages your visitors to a shopping experience that ends with an order. Notices can also be a powerful marketing content tool. After all, authentic customer testimonials have always been considered the most convincing information to a prospect, whether in the form of an online chat or drinking coffee with a friend. By adding reviews to your social network accounts, you will strengthen your company’s reputation and this will have a significant impact on your conversion rate. One of our customers, ID Wholesalers, has created a badge displayed next to their reviews, which adds third-party validation and more authenticity to their content on social networks. The badge generated a boost in commitment while highlighting the company’s excellent score (9.1/10).
Transparency generates conversions
Shopping cart abandonment is one of the most common problems in the e-commerce industry with an average dropout rate of 69.23%. We are all consumers and we all know the feeling that we are forced to choose between different people as a result of extensive research. How can consumers make the final decision?
At a crucial point in the buying process, customers are looking for proof that you are the right choice. Online trust is key and helps consumers make decisions. By including a third-party validation in your site, customers will be more likely to trust your company and ads. They will also be encouraged to write positive reviews after a positive experience, which will continue to demonstrate your company’s commitment to trust and transparency.
Improving your company’s reputation will turn your traffic into revenue. A Harvard study concluded that a star rating improves search engine optimization in Google search results and ad sites can create a sales increase of more than 9% for e-merchants.
Posting your opinions on your site and in your advertisements gives your potential buyers more confidence and strengthens the confidence in your company’s products or services. For example, Dashlane, a password manager, posted notices on its home page to convert visitors and increase downloads. The company ran AB tests on two different Trustpilot widgets on its homepage and concluded that both versions were helping to increase conversions. They then placed the two widgets in different places on their site to test the impact they have on customer trust. The results showed that this was the optimal solution and that it generated a 4.3% increase in the number of downloads.
Customer Notification Management is not only a customer testimonial mechanism, it is also a rich source of authority for your brand that must be an integral part of your search marketing strategy.
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