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 Presentation Transcript

  • 1. REVIEW SIGNALS & TECHNIQUES Rhea Drysdale Co-Founder, Outspoken Media @rhea
  • 2. REVIEW SIGNALS
  • 3. Known signals from public records:
    • Reviewer location
    • Frequency of reviews
    • Reputation scores
    • Social network of user
    • Content aspects
      • Sentiment-ish
  • 4. Google Assigns Reputation Scores to:
    • Reviewers
    • AND
    • Reviews
    • Per Reviewer Rating patent:
    • “… people, products, advertisers and merchants”
  • 5. REPUTATION SCORE OF USER’S FRIENDS
  • 6. USER PERSONALIZATION
  • 7. USER’S REVIEW HISTORY
  • 8. Versus…
  • 9. Or…
  • 10. REVIEW CONTENT
    • Preference given to those with summaries and/or descriptions
  • 11. FRESHNESS
  • 12. USER’S OWN SOCIAL NETWORKS
  • 13. 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)
  • 14. Aspects Early screenshots from Mike Blumenthal and Bill Slawski show aspects have been refined over time.
  • 15. Common Aspects
  • 16. Common Aspect Sources
    • Yahoo.com
    • Citysearch.com
    • InsiderPages.com
    • Judysbook.com
    • Niche local sites
  • 17. Sentiment Analysis FLAWED!
  • 18. 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
  • 19. KEYWORDS? Filtered from appearing on Place Page
  • 20. 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
  • 21. QUESTIONS
  • 22. 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:
  • 23. 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.
  • 24. 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/
  • 25. Ratings
    • Use microdata, microformat or RDF markup.
    • Google assumes 1 (worst) to 5 (best) rating scale by default.
    • Can use anything to classify rating,
  • 26. 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
  • 27. SOLICITING REVIEWS
  • 28. 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!
  • 29. Other methods…
  • 30. REVIEW SERVICES Check with your ecommerce solution!
  • 31. CASE STUDY
  • 32. 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
  • 33. 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
  • 34. Results
    • Website
    • Website
    • Website
    • Website
    • Niche directory
    • Niche directory
    • Citysearch
    • Social profile
    • Social profile
    • Press mention
  • 35. THANK YOU
    • Contact:
    • [email_address]
    • Follow:
    • @ outspokenmedia | @rhea