Avoiding Review Spam:Best Practices forGoogle+ Local Matthew O’Such – Chief SEO Strategist PCG Digital Marketing firstname.lastname@example.org Contact us at 732-450-8200 or www.PCGdigitalMarketing.com
Today’s Agenda• When did this become an issue?• Do Reviews Effect SEO in a Map Listing?• Avoiding Review Spam Penalties with RADIUS – Remove… – Avoid… – Do Not… – Inspect… – Update… – Set a goal…• Moving Forward…
When did this become an issue?• August 2012 – Many automotive dealerships report a loss of reviews – Thousands of reviews disappeared, a lucky few have seen them reappear – There is not much Google will do to assist you in the recovery of these reviews
Do Reviews Effect SEO in a Map Listing?• From our findings, Yes! What Factors? – Definitely: the terms or keywords written by the user in the review – Possibly: the number of reviews or score• A sample for “Fresh Pasta” (right). – No Google category for it, but when its in a review, businesses are highlighted
Using the RADIUS guidelinesReview Spam can be dangerous, keep these steps in mind…
Using the RADIUS guidelines• Remove: – In-store kiosks or tablets – And other devices which are used to post reviews• Why? – However well intended, these practices leave dealers open to increased review spam and scrutiny – Eliminate One-And-Done review accounts
Using the RADIUS guidelines• Avoid: – Services that offer to create reviews from customer survey data, online forms, or customer correspondence• There is an emerging science to automatically tag suspicious reviews• Google wants to ensure that reviews are posted from real people and not agents acting on a consumer’s behalf
Using the RADIUS guidelines• Do not assist in creating an account to post a favorable review. Stay away from slow adopters of Google+• Google knows how often accounts are used and what actions they are taking• Users who are not “active” should not post reviews. An account that only posts one review, has a high likelihood of being considered spam.
Using the RADIUS guidelines• Inspect your page to monitor reviews• Make sure that all your business information is correct on a weekly basis• Why Weekly? – Google has recently encouraged owners to go back in and update a small piece of information to be sure they are the most recent editor of the account
Inspect (cont.)• The inspection process will: – Negative reviews alerts – Thank customers – Upload new photos and videos that will keep your page fresh & relevant. Check for outdated promos – Document changes • Review scores & Quantity as your ROI
Using the RADIUS guidelines• Update all “customer-facing” media with new language that defines “active” Google users• Recent actions by Google make it clear that they only want active users of Google to post reviews• Ask: Are you an active Google Reviewer or Yelper? If yes, please consider sharing your experience on…
Using the RADIUS guidelines• Set a goal to attract quality of reviews from active users, over quantity.• Quantity goals will produce “one and done” posts• Once you identify customers that are active Google users, advise them on best practices for writing reviews.• Remind Reviewers to outline why they choose to do business with your company and what employees deserve special recognition
Moving Forward with Reviews• This is a good time to put a process in writing• If your business has been impacted by review filtering, this is a good time to train your staff and start over• If you plan to benefit from the free advertising provided by Google+ Local, make a commitment to building a strong listing!
Special Breaking News !• In an article released on SearchEngineLand.com today, it was discovered web traffic, from iPads & iPhones with the new iOS 6, does not pass a “Referrer” to Analytics• What does this mean? Referrer = Google Direct Visitor!
A Checklist from Today’s Webinar• Want the easy 11 step guide from today? – Just Email me! – email@example.com
Avoiding Review Spam:Best Practices forGoogle+ LocalMatthew O’Such – Chief SEO Strategist PCG Digital Marketing