The rise of customer review amplifiers


Back in 2016, I introduced the concept of a data amplifier in this column. I told them consist of publishers (like Apple and Google) and data aggregators (such as Infogroup) who together made sure enterprise location data was available everywhere people searched for me. Since then, some of the data amplifiers have become something else: The Customer Reviews Amplifier.

Overview Amplifiers have a huge impact on the online perception of business. They not only increase a company’s presence through search – but also through customer reviews they attract more attention to a business. In 2020, Google and Facebook have emerged as two major credit enhancers. I hid this topic in a search engine land post in January. Let’s take a closer look at why review amplifiers are so important.

We live in an opinion economy

Companies now operate in the feedback economy, where consumer feedback, such as reviews and ratings, has many implications for businesses. For example, consumer reviews affect visibility online (as Google explains), they make a public impression, and they give businesses valuable data to improve their processes. ۔ According to the Spiegel Research Center, about 95% of shoppers read reviews before making a purchase decision. According to a Harvard Business Review, adding a star to a consumer’s business ranking can increase revenue by five to nine percent.

In this context, it gives businesses the ability to put more weight on the value of consumer reviews. This is where the review amplifiers come in handy. Currently, there are two of them: Google and Facebook. The reason is that a user’s review on Google or Facebook is getting more attention due to the monopoly on Google search and the influence of Facebook on social media. In 2020, businesses need to prioritize the value of consumer reviews on these two sites.

Google and Facebook Secrets

Google dominates the galaxy of consumer reviews. That’s because Google is the world’s most popular site, an easy-to-reach destination for people who can find things to do, buy and discuss their user experience. As a result, reviews on Google have a profound impact on business reputation. People are finding the need for Google, Google Maps, YouTube, Local 3 Pack, Google My Business, and wherever people search for their business on Google.

In addition, as noted, reviews – and their company’s response – affect business search in the Google world. Review signals – including the amount and speed of reviews – are one of the most important local ranking signals on a company’s Google My Business page, according to each local and local SEO guide. In addition, the sheer volume of reviews on Google greatly affects the reputation of the business on other sites (beyond affecting a company’s ranking in Google’s search results).

The second most important overview amplifier is Facebook. Despite the controversies that have taken over Facebook over the past few years, Facebook has been growing its user base. According to its latest earnings report, both monthly and daily active users increased year-on-year, 2.5 billion (monthly active users) and 1.66 billion (daily active users). Facebook now has more than half the social logins created by users to sign in to apps and websites for publishers and brands.

So it is not surprising that as a review destination, Facebook is becoming more influential as people use Facebook to find businesses and discuss their customer experiences. In addition, Facebook has been encouraging more businesses to use the website to trade and build their brands (automotive is a good example), which offers more reviews. According to Facebook, about one-third of people on Facebook use the platform to view recommendations, and two to three visit a local business or program’s Facebook page once a week.

What Business Should Do

It’s worth asking: What about the other review sites out there? Why aren’t they as important as Facebook? Well, you can’t ignore other review sites. But if your resources and budget are limited, then you need to give Google and Facebook, especially Google. No other site in the world can match Google to integrate reviews and company data. No other site is compatible with Google to influence business location information and customer reviews at the same time.

I would suggest:

  • Make sure your home is in order on Google and FacebookGeneral Chat Chat Lounge For example, how accurate and accurate is your location information on your GmbH, 3 packs, maps, wherever people search for your business? How up-to-date are your customer reviews, and how often are you responding to these reviews? There are two types of statistics that run together: accurate location data and a compelling presence on Google affect how people perceive your brand. And these ideas influence your ranking. The same is true for the same principles Facebook: People need to find the right, compelling content, and they need to see that your business is responsive to customer reviews. In addition, non-structured statistics (in the form of reviews) on Google and Facebook provide real-time impressions on your operations.
  • Maintain your presence on secondary sites such as Yelp and Vertical sitesGeneral Chat Chat Lounge You may not be everywhere, but you can certainly choose which sites are most important to you vertically and manage your reputation on those sites. Every industry is different. For example, a trip adviser is clearly required to travel.

The views expressed in this article are those of the guest author and do not necessarily mean to search Engine Land. The authors of the staff are listed here.

About the Author

Adam Dorfman is a technology and digital marketing professional with over 20 years of experience. His expertise covers all aspects of product development as well as measurement products and engineering teams. She has been in SEO and local SEO space since 1999. In 2006, Adam co-founded SIM Partners and helped create a business that made it possible for companies to automate the process of attracting and growing customer relationships across multiple locations. Adam is currently the Director of Product at Reputation where he and his team combine reputation-based marketing with reputation management and customer experience. Adam regularly contributes to publications such as Search Engine Land, participates in Moose’s Local Search Ranking Factors Survey, and Search Marketing Expo (SMX) with search marketing programs such as the West and State of Search, as well as industries like HIMSS. Talks regularly in related events. General Chat Chat Lounge Follow him on Twitter @fixed.

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