SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search
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SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search

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My review signals and techniques presentation from SMX West 2011 on Ratings, Reviews & Reputation: Their Growing Impact On Search. To get full session coverage, visit: http://outspokenmedia.com/k0vf

My review signals and techniques presentation from SMX West 2011 on Ratings, Reviews & Reputation: Their Growing Impact On Search. To get full session coverage, visit: http://outspokenmedia.com/k0vf

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    SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search Presentation Transcript

    • REVIEW SIGNALS & TECHNIQUES Rhea Drysdale Co-Founder, Outspoken Media @rhea
    • REVIEW SIGNALS
    • Known signals from public records:
      • Reviewer location
      • Frequency of reviews
      • Reputation scores
      • Social network of user
      • Content aspects
        • Sentiment-ish
    • Google Assigns Reputation Scores to:
      • Reviewers
      • AND
      • Reviews
      • Per Reviewer Rating patent:
      • “… people, products, advertisers and merchants”
    • REPUTATION SCORE OF USER’S FRIENDS
    • USER PERSONALIZATION
    • USER’S REVIEW HISTORY
    • Versus…
    • Or…
    • REVIEW CONTENT
      • Preference given to those with summaries and/or descriptions
    • FRESHNESS
    • USER’S OWN SOCIAL NETWORKS
    • What drives social results?
      • Friends on:
        • Gmail (with Google profiles)
        • Twitter
        • Flickr
        • Quora
        • Yelp
        • Friend’s websites (not shared, profile pull)
      • Search social beta: &tbs=frim%3A1 (or sidebar)
    • Aspects Early screenshots from Mike Blumenthal and Bill Slawski show aspects have been refined over time.
    • Common Aspects
    • Common Aspect Sources
      • Yahoo.com
      • Citysearch.com
      • InsiderPages.com
      • Judysbook.com
      • Niche local sites
    • Sentiment Analysis FLAWED!
    • SENTIMENT
      • After DecorMyEyes update, Google said they took out:
      • “ Extremely poor user experience”
      • No measurable result from the update.
      • Details: googleblog.blogspot.com/2010/12/being-bad-to-your-customers-is-bad-for.html
    • KEYWORDS? Filtered from appearing on Place Page
    • FUTURE SIGNALS
      • Improved sentiment analysis? Increased filtering of data sources and signals for irregularly high negative responses (DecorMyEyes)
      • Transaction verification with services like Mint.com and SpendGo
    • QUESTIONS
    • Do you need reviews to rank in local?
      • No , but… Reviews add relevant content and count as social indicators. Google’s “Related places” on a review-free Place page will draw user’s eyes and potentially clicks drawn to:
    • Do you need to use hReview?
      • No, but… Using hReview and structured markup helps Google correlate your pages with places mentioned. Can also add rich snippets to the SERPs, which may improve conversions.
    • More on hReview microformat
      • What?
      • Open standard for distributed reviews.
      • Aims for simple properties common to multiple products, objects and services.
      • More on hReview: microformats.org/wiki/hreview
      • Implementing hReview with Wordpress: yoast.com/implement-hreview-wordpress-theme/
    • Ratings
      • Use microdata, microformat or RDF markup.
      • Google assumes 1 (worst) to 5 (best) rating scale by default.
      • Can use anything to classify rating,
    • Test your rich snippets!
      • google.com/webmasters/tools/richsnippets
      • More on reviews (go to the source): google.com/support/webmasters/bin/answer.py?answer=146645
    • SOLICITING REVIEWS
    • According to Yelp on 3/8/11 @SMX!
      • Talk about the site where you’d like a review, e.g. Yelp.
      • Use that site’s services and offers to incentivize reviews.
      • Create great content, services, products that users will want to review.
      • Ta da!
    • Other methods…
    • REVIEW SERVICES Check with your ecommerce solution!
    • CASE STUDY
    • ORM Problem Scope
      • Very negative review appearing above the fold in the SERPs
      • Negative source had optimized the page and built internal links to it
    • SEO Strategy
      • Establish baseline
      • Audit existing reviews
      • Manage fake reviews & conflict of interests
      • Create a testimonials page and strengthen internal/external backlinks
      • Solicit testimonials through exit interviews
      • Develop and promote off-site content
      • Develop and publish video testimonials
      • Publish testimonials and bulk up directories
    • Results
      • Website
      • Website
      • Website
      • Website
      • Niche directory
      • Niche directory
      • Citysearch
      • Social profile
      • Social profile
      • Press mention
    • THANK YOU
      • Contact:
      • [email_address]
      • Follow:
      • @ outspokenmedia | @rhea