Customer reviews on your website can be a powerful tool. They can significantly affect your website’s conversion rates and – if implemented properly – your click-through rates from search engine results pages (SERPs).
Thousands of times a day, people rely on search engines to deliver the most relevant products and services, so optimising your website for search engines is a vital marketing strategy for any business trying to increase visibility and sales through organic search.
In this article, we’ll look at why customer reviews on your website can improve your SEO and we’ll provide some tips on how you can maximise this opportunity.
Reviews add fresh, unique, user generated content to your website
We know search engines love fresh, unique content. Enabling your customers to add reviews and ratings, photos, and videos directly on your website will provide a constant flow of new content – giving search engines a good reason to come back to your site to index it.
Reviews also enhance and enrich the basic content provided by companies and manufacturers whilst also providing real insight into customer experiences after their purchase - such as how well the product functions, what people liked best about it and the standard of customer service provided.
Videos and social media referrals improves your sites search-ability
Research has proven there is a direct link between the amount of video on your site and the value it drives on sales, so encourage your visitors to upload rich media content such as videos and photos to instantly engage potential customers. Here at Digital Visitor, we proactively ask our clients’ customers to add content by sending an email to each customer with a friendly prompt to add media.
Over the past few years, search engines have made changes to their algorithms, placing more and more importance on social activity. So it’s also important to ensure your reviews solution includes advanced social sharing tools to all the major social networks.
The more likes, shares, +1s your websites’ pages receive, the greater your search visibility will be.
Reviews improve click through rates from search
When searching for products, people are instantly drawn to results that include gold stars because:
a) They indicate that customer reviews have been included on the product page and we know 63% of customers are more likely to make a purchase from a site which has user reviews.
b) These sites appear to be more trustworthy, and increased trust = sales.
In fact, some reports have indicated that reviews can increase the click through rates from SERPs by 10-20%.
Our award-winning Social Reviews Application displays all content in the appropriate micro format, ensuring photos, videos and text is correctly picked up by search engines to give your brand and products a clear advantage in SERPs and driving a higher click-through rate.
Reviews include important keywords
Reviews added on your website will include keywords that are associated with your company, products and services, and content with targeted keywords are always a plus with search engines. Some tips:
a. Make sure your reviews technology correctly displays content so it can be picked up by search engines – it should appear in text form in the HTML directly on your site.
b. Gather reviews on as many pages on your site as possible to maximise the opportunity to rank well for each specific product or service and capitalise on long tail traffic.