Online reviews are now carrying more value in Search Engine Optimisation (SEO) and brand trust than ever before.

This means that it is imperative for small businesses to build an online reputation strategy built on data-driven user reviews.

Online Reviews and How They Work

Online reviews are user generated comments from past or current customers which are posting on public sites such as Google or Facebook.

Generally an online review allows a customer to give a rating between one and five stars and add a comment.

Positive and negative reviews are collected and businesses are provided with an overall average rating.

The public can see all reviews and many customers use online reviews as a guide when looking for a service or product.

Why they matter

Google displays online reviews in a search engine result. This means that it is often the first thing a potential customer will see and the impact of your online reviews will matter in their decision making process.

In addition to this, businesses that can maintain a high average quality of ratings as well as continuously getting new reviews will be rewarded in search engines. This means that quality + quantity = business exposure.

• 93% of consumers say online reviews have an impact on their purchase decision
• 3.3 stars is the minimum star rating consumers would consider engaging with
• 68% of consumers said they would be willing to pay up to 15% more for the same product or service if they were assured of a positive experience.

Don’t be Afraid to Ask your Customers for a Review

Getting your customers to leave a review isn’t the easiest thing to do and it’s important not to offer an incentive in exchange for a review as this may not accurately reflect the users experience.

Despite the challenge it is important and very beneficial so consider ways you can prompt your customers into reviewing your business.

Focus on the Effective Sites

As a general rule, it’s much more beneficial for small businesses to focus on the big contenders when it comes to reviews rather then smaller review sites. These are of course, Google and Facebook.

Google

Google reviews is arguably the most prominent online review sites. Not only does positive reviews have the potential of putting you at the top of a search engine page, but it also means your business reviews could immediately display to potential customers, increasing your chance of securing their business. One thing to keep in mind is that users do require a Google account to leave a review meaning not everyone will have the ability to do so.

Facebook

Facebook has over 2.2 billion monthly active users and 1.4 billion daily active users. That’s a lot of users that could potentially leave a review.

One main advantage to Facebook reviews is that the majority of people use it and are automatically logged in on their smart phone. Therefore a review request would send them directly to your Facebook page which is easy and fast-approaching.

How to Manage Reviews

Staying on top of your reviews is a very important aspect to review management and businesses should quickly respond to both negative and positive reviews.

Positive reviews are an opportunity to show customers that your business cares and is proud to give someone a positive experience. Aim to respond to at least one in four positive reviews.

Negative reviews should always be viewed as a business opportunity, no matter how hard they are to swallow.

Firstly, negative reviews are a chance to reflect and improve. A negative online review gives you an opportunity to receive feedback at no cost, which if implemented correctly, will ensure your business improves as a whole.

Secondly, taking the time to respond to a negative review can have a very positive affect. 41% of consumers said that seeing a brand respond to a online negative review makes them believe that as a business, they genuinely care.

Remember to remove the emotion out of your response.

1. Respond in an efficient and timely manner
2. Apologise
3. Approach the review in a calm, collected manner
4. Offer a pro-active way to right the wrong
5. Ask to continue the conversation privately