This session was presented at the LSA’s Localogy event in Seattle on November 9, 2018.

1. Turning Customer Experience
Into Marketing Excellence
@AaronWeiche

3. Use the end result to fuel the start

5. The Future: Optimize For Trust

8. Online or IRL:
Who can you trust?
@AaronWeiche

13. Information is now endless.
Trusted information is not.
@AaronWeiche

14. Where does it come from?
Does the source have a good reputation?
Who are the authorities who believe it?
What are my reasons for deferring to these
authorities?
https://www.fastcompany.com/40565050/say-goodbye-to-the-information-age-
its-all-about-reputation-now
@AaronWeiche

15. • Domain factors
• Page factors
• Site factors
• Link factors
• User interaction
• Brand Signals
• Webspam factors
@AaronWeiche

16. = TRUST
@AaronWeiche

18. Focus on
the humans

19. @AaronWeiche

20. Rank / SERP Visibility
Click-thru from SERP
Stick
Engage
Convert

21. Rank / SERP Visibility
Click-thru from SERP
Stick
Engage
Convert
REPUTATION

22. Trust optimization

23. Let’s look at how reputation
bolsters EVERY STEP of the
funnel
@AaronWeiche

24. Rank / SERP Visibility
Click-thru from SERP
Stick
Engage
Convert
REPUTATION

30. “Google As
The Home Page”
https://gatherup.com/blog/google-
as-the-new-home-page/

31. Google is succeeding at solving the searcher’s
needs in the SERP

32. 2017 Local Search Ranking Factors

33. Packed with REVIEW elements for ranking

34. 1. Reviews with keywords
2. Reviews mentioning city
3. Total Reviews
4. % of reviews with keywords
or city
5. Average yearly reviews
6. Number of reviews not
response to
@AaronWeiche

35. How to get more reviews
@AaronWeiche

36. Ask everyone

37. Proactive requests
generated 47X the
results of passive

38. Locations (5) with proactive email
feedback requests: 236.7 / month
Locations (80) with passive feedback
options: 5.3 / month

40. The #1 optimization is
the ”human ask”, seed
the review process

41. The “human ask”
passes responsibility
to the customer

42. +
@AaronWeiche

43. Focus on top of funnel (ask,
timing) not on the bottom
(subject lines, content)

45. Two types of reviews:
1st-party reviews are direct to the
business
3rd-party reviews are sites like
Google, TripAdvisor, BBB
@AaronWeiche

46. Ask for 1st-party and 3rd party
reviews

47. @AaronWeiche

48. 1st-party reviews
are your best move

49. You can get 40% of your
customers to give you 1st-
party reviews.
But getting 10% to leave
3rd-party reviews is a big
goal.

50. BONUS: The value of fixing the real
problems vs. just getting reviews

51. Rank / SERP Visibility
1. Reviews are EVERYWHERE
2. You need to ask all customers
3. Build 1st and 3rd party reviews
@AaronWeiche

52. Rank / SERP Visibility
Click-thru from SERP
Stick
Engage
Convert
REPUTATION

53. Market your 1st-
party reviews with
review schema
@AaronWeiche

54. Drive clicks
From 35% to
200% more
https://conversionxl.com/research-study/review-stars-google-help-click-rate-study/
https://www.patientpop.com/blog/marketing/local-search-marketing/google-rich-snippets-
impact-practice/
@AaronWeiche

55. @AaronWeiche

57. Where to place reviews?
Single location
• About us page
• Reviews page
Multi-location
• Location/store page
• Agent/Dr. page
@AaronWeiche

58. .vs

59. @AaronWeiche

60. A Reviews Only Diet
Makes Your Business
Unhealthy
https://gatherup.com/blog/reviews-diet-
makes-business-unhealthy/
Why I Love 1st-party
Reviews & Just Might
Marry Them
https://gatherup.com/blog/why-i-love-1st-
party-reviews-just-might-marry-them/
@AaronWeiche

62. @AaronWeiche

63. @AaronWeiche

64. Click-thru from SERP
1. Review stars increase CTR
2. Add stars to your OWN pages
3. Build 1st and 3rd party reviews
4. Display 1st-party with schema
@AaronWeiche

65. Rank / SERP Visibility
Click-thru from SERP
Stick
Engage
Convert
REPUTATION

73. Stick & Engage
1. Bolster content with 1st-party reviews
2. Service, product and location pages
3. Add reputation “bits” to any page
@AaronWeiche

74. Rank / SERP Visibility
Click-thru from SERP
Stick
Engage
Convert
REPUTATION

75. 85% of consumers trust online reviews as much
as personal recommendations

76. 68% choose a business from positive reviews,
40% avoid one based on negative reviews

77. Trust

78. Tells a story

79. Answers

80. There is no greater persona
focused content than that
written by the persona.
@AaronWeiche

81. Rank / SERP Visibility
Click-thru from SERP
Stick
Engage
Convert
REPUTATION

82. Your final takeaways
1. Optimize TRUST at every step
2. Ask for reviews, maximize them
3. 1st-party reviews are GOLD

83. Thank you!
Aaron Weiche
CEO
@AaronWeiche
aaron@gatherup.com
Inbox.aaronweiche.com