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The Power Of Reviews
- 1. Location Services 250+ LOCATION SERVICES store locators mobile maps reviews Location services are fundamental to every brand engagement Managing location data keeps your business everywhere a customer could be at their point of decision social search directories apps
- 2. PutThe BestVersion ofYour Business…Everywhere An accurate phone number doesn’t matter if you have a one-star rating.
- 3. Search engines display results based on internal ranking factors Customer reads reviews for each location on first- and/or third-party websites Customer performs a local search query Customer visits the location that meets their criteria and completes a transaction 60% of consumers count bad reviews as the primary reason for not visiting a business 91% of consumers regularly read online reviews 73% of consumers think reviews older than 3 months are no longer relevant 58% of consumers pay most attention to overall star rating Reviews are Critical Across the Customer Journey Source: BrightLocal, 2016
- 4. Google’s 2016 Local Rank Factors 1. Distance 2. Relevance 3. Prominence
- 5. Reviews Now Impact Local Rank “Review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking.” Source: Google, 2016
- 6. Reviews In Organic Search Must Be First-Party
- 7. Reviews are the new key to starring in search
- 8. WhereWouldYou Eat? of consumers won't consider a local business with low ratings Source: BrightLocal, 2016
- 9. WhereWouldYou Sleep? of consumers pay attention to the quantity of reviews Source: BrightLocal, 2016
- 10. increase in clicks for a 2nd position organic search result when it features stars Stars Drive More Clicks Source: Yext Study via Survata, 2016
- 11. increase in clicks for a 2nd position organic search result when it features a greater quantity of reviews More Reviews = More Engagement Source: Yext Study via Survata, 2016
- 12. Publishing Response InsightsMonitoring Generation Balancing
- 13. Generate Powerful First-Party Reviews CustomerTransacts A customer visits and transacts. You RequestA Review Request a review from that customer after the transaction. Customer Leaves A Review Once the customer leaves a review, publish it on your website and see it appear in the organic SERP. ReviewsAttract Future Customers Future customers see your reviews in the organic SERP when they perform a local search.
- 14. Review Generation: Sync Your Systems POS CRM Email Mobile Connect any system where you store customer data via API, or spreadsheet bulk import to identify customers to contact.
- 15. Review Generation: ContactYour Customers Flexible email templates make it easy to send bulk or single instance emails.
- 16. Review Generation: Collect First-Party Reviews Easily collect first party reviews via: ⭐︎Email ⭐︎Website Buttons ⭐︎In-Store Ads ⭐︎POS Receipts ⭐︎Mobile Apps
- 17. Review Balancing: Compel Customers to Leave Third-Party Reviews Encourage customers to leave third-party reviews across our network to balance your reviews and ratings profile.
- 18. Review Balancing: BalanceYour Reviews Across theWeb Our proprietary algorithm considers ratings, quantity, and recency to determine the best site to re-direct customers for third-party review generation. So you can have the best version of your business wherever your customers search.
- 19. Review Publishing: Put First-Party Reviews onYourWebsite Publish first- party reviews to your website, and see stars appear on search results.
- 20. Review Publishing: Screen Reviews BeforeThey Go Live Choose to publish reviews instantly, or quarantine questionable reviews so you can address them before they go live.
- 21. Review Monitoring: See AllYour Reviews in One Place
- 22. Review Monitoring: Stay Informed in RealTime Customizable notifications can be scheduled for periodic updates, or pushed whenever new review activity occurs.
- 23. Review Response: Strengthen Customer Relationships
- 24. Review Response: ImproveYour Ratings 2 out of 3 businesses experience a half star rating increase within six months of starting review response Source: Harvard Business Review, 2011
- 25. Flexible workflows let you route reviews to the appropriate people so they can take action while you maintain oversight. FlexibleWorkflows EmpowerYourTeam
- 26. Review Insights: Gain Actionable Analytics Review-tailored insight tools provide actionable data to optimize operations, and improve customer experience.
- 27. It’s Easy to Get Started Monitor & Analyze Understand how you appear online through Monitoring & Insights. Generate & Publish Passively improve with Generation & Publishing. Respond Actively improve with review Response.
Editor's Notes
- [Location Services Overview] …with the award-winning Location Cloud, we are the source of truth for your location data across the industry’s largest ecosystem of maps, apps, social networks, directories, and search engines. Why is this important? [CLICK] Because now, more than ever, digital services are leveraging location data, to power every customer engagement, from search and discovery, to sharing and reviews. [CLICK] Being on the map, is now fundamental to customer engagement…it ensures that your business never misses an opportunity to engage with customers, and communicate the information they need, to choose, and, navigate to your business.
- [The Best Version of You] [CLICK ONLY ONCE] Today, modern marketing is driven by two things: trust, and context. And those two things have to be in alignment to effectively reach your customers, and draw them to your business. [CLICK] Even the most accurate, contextual, location data won’t be effective against a one-star rating, or a negative review. When it comes to trust…stars matter, and so does what other people say about your business, regardless of where they say it. Making reviews an integral piece of the customer journey.
- [Reviews in the Customer Journey] This journey begins with the discovery phase, when a customer performs an online search. [CLICK] And just so you know…91% of consumers regularly read online reviews. This drives search engines to continually optimize their algorithms in order to effectively deliver the best, most contextual results. And like we said before, context, and trust matters. [CLICK] In fact 58% of consumers say that star ratings are the most important factor when choosing a business online. And they’re not just getting this information from one place. They’re leveraging both first, and third party sites to make their decisions. And they’re usually reading only the most recent reviews…[CLICK] in fact, 73% of consumers think that reviews older than 3 months are no longer relevant. Once a customer is satisfied with their findings, they visit the business they find to be the most relevant and trustworthy. [CLICK] Again, trust matters...in fact, 60% of consumers count bad reviews as the primary reason for not visiting a business. But reviews just don’t influence consumer decisions, they impact search engine decisions as well…
- [Google Local Rank Impact] In 2016, a big change happened in local SEO: in April, Google announced it was elevating prominence – defined by a business’s review count and score – to a deciding factor in its local ranking algorithm. According to Google: “Local results are [now] based primarily on [CLICK] distance, [CLICK] relevance, and [CLICK] prominence. These factors are combined to determine the best match for your search.”- https://goo.gl/X21UcF And we know reviews are extremely important to consumers with 91% of all consumers regularly read online reviews…but how important are they to Google?
- [Google Local Rank Quote] While Google has previously stated that reviews can “boost a site’s trustworthiness and reputation”. - https://goo.gl/XbYmyO It now states that location reviews specifically, have a direct impact on local search. In a public statement, Google said: “Review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking.” - https://goo.gl/X21UcF And to clarify…these are location reviews, specifically tailored to “location-seekers”, and tied to a physical place of business. These reviews help consumers make smarter, more contextual decisions that transcend the online search experience into the physical realm of brick and mortar locations. But there is another factor that contributes to local rank…your position in organic search results… …but guess what?…location reviews can help with that too...
- [Google Organic Search Impact] In August, Google made another big announcement… But this time, for location review content featured in organic search results. Google now insists that businesses who use Schema markup to enhance review content for SEO, “must collect ratings information directly from users, and not from other sites”. - https://goo.gl/DLFA03 In the case of location reviews, it allows stars, ratings count, and other structured review data to appear alongside links in organic search results. When implemented correctly, Schema review-markup can more than double click-through rates. Now under these new guidelines, leveraging Schema markup for location reviews generated by third party websites, is forbidden. If you still want your business to feature rich review content on organic search results, you must begin generating that content directly through first-party sources. This creates a massive opportunity to reach new customers by showcasing what makes your business special, at that critical decision-making moment, when they land on an organic search results page.
- [Summary Slide] So to recap… This year alone, Google has introduced two massive changes to its guidelines, and search algorithms that prioritize reviews, and their impact on search. And I want to re-iterate that both of these changes concern only a specific type of review…location reviews. Location reviews now affect both consumer choice, and how search engines rank, and deliver results.
- [Average Rating Test] And to demonstrate how listings with stars, and ratings content impacts consumer decision-making here are two typical local search results: Which business would you visit based on the information available? (audience likely selects option A) Consumers are far more likely to choose a listing with the better location rating. [CLICK] In fact, 87% of consumers won't consider a local business with low ratings.
- [Quantity Test] Same exercise… Which location would you visit? Why? (audience likely selects option A) Fewer location reviews means less attention, and less clicks. [CLICK] 44% of consumers pay attention to the quantity of reviews. And more reviews doesn’t just mean more eyeballs, in fact, more location reviews also leads to higher ratings with studies indicating that businesses with over five reviews are 50% more likely to have a greater than 3 star rating. Now lets see how ratings, and reviews impact organic search results.
- [Rating Impact Stat] When review content is added to a 2nd position, organic search result, it experiences a 154% increase in clicks. Consequentially the first result (without stars) has a 75% decrease in clicks. These figures are benchmarked against Google’s expected click-through rates for first, and second position results without Schema markup. Not only does this make reviews essential for improving SEO strategy, it also makes it extremely important to follow Google’s guidelines for generation, and Schema implementation; to ensure your ratings and reviews are accurately reflected in SERPs.
- [Quantity Impact Stat] In a similar study, researchers found that in addition to stars, the quantity of reviews also had a direct impact on the amount of clicks. A 2nd position organic search result experiences a 55% increase in clicks when it features more reviews than the top result with an equal rating. This was also benchmarked against Google’s expected click-through rate for second, and first position results. The data is pretty clear…reviews now help businesses improve online engagement, outperform competitors, and communicate more effectively with search engines. Now more than ever, it’s imperative to prioritize review management in your digital marketing strategy. With that I am pleased to introduce Reviews…
- [Product Reveal] Reviews is a comprehensive review management solution designed to help businesses understand, generate, and act on their location reviews, so the best version of your business is always on the map!
- [Overview of Review Generation] Before we walk you through the product, it’s important to understand how location reviews are created and distributed. Review generation is the process of collecting, and distributing reviews online. In this diagram, you can see that review generation really starts with a search engine results page…reviews play a role here by attracting customers to a business…the customer visits the business, and completes a transaction…next the business contacts that customer for a review, and the customer, satisfied with the experience, leaves a review…this review is published to the business’ website which in turn puts stars, and review information directly on the search engine results page attracting more customers to the business, and starting the cycle once again. But the journey from transaction to SERP is not always that simple. Now we’re going to show you how Reviews supports each step of the generation process, plus additional steps for distribution, response and overall management.
- [Review Generation: Sync Your Systems] The first step to review generation is identifying customers that have recently interacted with your physical location. With Reviews, you can sync your CRM, POS, or mobile app data via API, or spreadsheet file to identify the best customers to contact for a review. And if you’re wondering if this is actually going to get you anywhere, 57.5% of consumers are at least somewhat likely to leave a review after a positive experience.
- [Review Generation: Contact] After your customer data has been synced, it’s time to contact your customers via bulk, or single-instance email to begin requesting reviews. Easily integrate your external email marketing solution, or use one of our flexible email templates to help you stay on brand, and drive a consistent experience.
- [Review Generation: Collect] After opening a review request email, customers can click the link to “Submit A Review”, which directs them to a review collection microsite. Review Collection Pages give your customers the choice to rank your business from 1-5 stars, with an additional option to provide written feedback on their experience. Only one review can be submitted per request to avoid spam, and duplicative responses. We also give you the tools to collect reviews from sources beyond email by generating links that can be featured on website CTAs, in-store advertisements, POS receipts, location Pages, or even on your mobile app. Our generation dashboard helps you easily keep track of every first-party review generated plus your review distribution across our network of sites. From here you can easily send new requests, configure email templates, and monitor conversion rates.
- [Review Generation: Balancing] And guess what…[CLICK] in addition to generating your own first-party reviews to leverage in the organic SERPs you can also encourage customers to rate your business on Google, Facebook, Yelp, and other sites across our network of sites.
- [Review Generation: Balancing] Our proprietary Review Balancing algorithm dynamically considers ratings, quantity, and recency of your reviews to determine the most impactful site to re-direct your customers for third-party generation. This guarantees an even distribution, and ensures the best version of you lives on every site.
- [Review Distribution: First Party Reviews] Once you have generated reviews from your customers, our prebuilt Review Distribution widget makes it easy to add those reviews to your website, apps, and location pages. Widgets are powered by Schema.org best practices, making it easy for search engines to display stars, reviews, and ratings content, proven to more than double the likelihood of customer engagement.
- [Review Distribution: Quarantine] Once reviews are collected, and before they are published, they move to the quarantine phase. One of the unfortunate side-effects of review generation is the risk of questionable reviews coming from spam-bots, disgruntled customers, and even competitors. But we have you covered... Businesses can hold reviews from going live for up to 7 days in order to flag any inappropriate content, or to do proactive damage control. [CLICK] It’s important to understand location review guidelines in order to fully leverage our flagging feature. This tool can effectively protect your business from damaging review content including: reviews containing phone numbers, names, or email addresses, off-topic brand-specific feedback, content including profanity, sexually explicit material, or hate speech, and more. (Google Guidelines: https://goo.gl/9yGHy7).
- [Review Monitoring] And all of this functionality is at your fingertips. Review Monitoring leverages our direct integrations with sites across our network to pull all your reviews, from every location, into a single dashboard so you can stay informed at scale.
- [Review Monitoring: Notifications] We also make it’s easy to stay on top of your reviews while on-the-go. Review Notifications alert you the moment we detect new review activity. Or you can easily schedule updates in a cadence that works with your routine.
- [Review Response] And we also give you the power of response. More and more review sites are now integrating direct response capability, allowing businesses to address negative sentiment, acknowledge loyal customers, and resolve issues promptly before they affect online presence, or offline business. Easily respond to all of your reviews in one place regardless of where they came from. We make it easy to continue the conversation, improve relationships with all your customers, and show prospects and customers alike that you’re listening.
- [Response Stat] If fact, a Harvard study found that proactively responding to reviews over a six-month period resulted in a half-star increase, which equates to a 2.5-4.5% increase in revenue per half-star earned. And just so you know, the appropriate timeframe for a response is within 24 hours of the initial complaint. This shows your customers that they are your number one priority.
- [Flexible Workflows] And we put a special focus on providing flexible workflows that work for your business. Brand control is critical when empowering employees, franchisees, agents, advisors, or other local managers to respond, or monitor customer reviews that pertain to their location. Easily implement monitoring, generation, and response flows that empower your employees, while you maintain control, and managerial oversight.
- [Review Insights] [Directions to play movie: 1 = pause `= start] Lastly, our review-tailored Insights to help you optimize operations, understand customer pain points, and outshine your competition. At the top of the Insights dashboard you will see the Reviews Heat Map. This tool gives you a bird’s eye view of your global review activity, and allows you to easily zoom into specific regions, or areas of local ownership. The circles represent your reviews. Their colors indicates the rating (red-negative; green-positive), while the number indicates the number of locations in that region. Easily filter these results by location, source, or date range, to create a view that suits you best. The table on the left displays all the review activity per location. It shows you your top, and lowest performing locations, so you know where to generate more reviews, and where to applaud local management. As businesses gain more reviews, their average rating tends to increase. View the rolling average rating for all, some, or a single location to see how your reviews improve over time, and with scale. We measure total count, and distribution not only on your website, but across the our network. Our Location Performance graph shows you how your rating count compares to other businesses in your industry giving you the benchmarks you need to outperform competitors. The Content Analysis graph analyzes review content and displays frequently used terms in reviews. This allows you to quickly identify customer pain-points, and reoccurring issues. Again the color indicates the rating, and the size represents the number of reviews featuring that word or phrase. Lastly, monitor first-party generation activity to see how many emails you’ve sent, and how many actually resulted in first-party reviews so you can optimize your efforts to put stars in SERP. And all of these insights are easily exportable so you can show-off success, or pinpoint areas of improvement. Schedule reports or download instantly for actionable insights at any time.
- [Conclusion] Now that you’ve learned about location review management, are you ready to get started? Start by understanding how you appear on search, and from a customer’s perspective with our Monitoring, and Insights tools. Interested in adding Google stars or improving your online reputation? Engage your customers, and improve your online ratings by Generating, and Distributing first-party reviews optimized for search engine crawlability, directly to your website or mobile app. Finally, take action, and actively improve your ratings by responding to your customers across our network. Whatever you choose, Reviews can help with each of these initiatives with industry-leading technology, and a team that never settles until the best version of you is on the map!