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August 2016
Brandify Summit
Phil Rozek
@philrozek
Rank Like a Big Company.
Impress Like a Local Company.
Big brands’ big weakness: online reviews
Current trends favor the top-reviewed businesses.
Most big brands are lousy at en...
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more choices, changing preferences
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more choices, changing preferences
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more decisions in SERPs / off-site
Shift: more decisions in SERPs / off-site
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more decisions in SERPs / off-site
Shift: more reviews in Google
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more reviews in Google
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more reviews in Google
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
It’s still the Wild West:
• Relaxed review filter
• No oversight
• Google+ not needed
• Yet more prominent
than ever…
Shif...
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more reviews
everywhere
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Shift: more reviews
everywhere
Shift: more review sites than ever before
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
There are over 400
r...
Must-read: BrightLocal’s study on reviews
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Who wins?
Big brands, on the one side:
Solid rankings
• Name-recognition
• Media attention
• Link juice
Customer base
Human resource...
SMBs, on the other side:
They’re closer to their
customers better and
can get more of them to
speak up online.
Smart SMBs ...
How can a big brand impress more effectively?
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Well, how do the best SMBs impress?
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
1. They know what the reward is:
get business because of revie...
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
2. They care about the review sites
that customers care about
2. They care about the review sites
that customers care about
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
3. They identify their biggest fans and
ask them to speak up
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
4. When it’s time, they focus on the review
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
5. They provide clear instructions
6. They make it sound like a personal favor
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
7. They know specific people in the company
create 1-star or 5...
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
8. They act like they’ll see the customer again
Scalable ways to get impressive reviews?
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Get picked because of your reviews
Best way to leverage
local rankings.
Crucial whenever there
is a choice.
How? Showcase ...
1. Get picked because of your reviews
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Use Brandify’s Review
Bu...
1. Get picked because of your reviews
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
1. Get picked because of your reviews
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
2. Focus on the sites your customers care about
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
This is where ...
3. Identify your biggest fans and
get them to speak up
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
3. Identify your biggest fans and
get them to speak up
BBB
Cit...
4. Focus on the review (for now)
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
5. Provide clear instructions
5. Provide clear instructions
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
Use pronouns:
“We” and “You.”
No passive voice.
Try to sound s...
7. Ask reviewers to mention specific people
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
8. Act like you’ll see your customers again
They’re more likely to
review you
– and come back –
if they think you’ll read
...
By the way, reviews might help rankings….
Higher click-through
“Local content” for site
Barnacle SEO
Word-of-mouth / PR
@P...
Takeaways & points to meditate on
1. People & search engines ever-increasingly value reviews.
2. More is happening before ...
Thank You
@PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
60+ Questions to Troubleshoot and Fix Your Local Reviews Strategy – me
Effective “Review Us” Pages for Local Businesses: a...
https://www.flickr.com/photos/mliu92/20994389558/
https://www.flickr.com/photos/zunami/3319244684/
https://www.flickr.com/...
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Rank Like a Big Company, Impress Like a Local Company

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My presentation from Brandify Summit 2016 - on how current trends in local search (and beyond) favor the top-reviewed businesses, rather than the top-ranked ones. I also cover practical ways that big companies can get more happy customers to write online reviews.

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Rank Like a Big Company, Impress Like a Local Company

  1. 1. August 2016 Brandify Summit Phil Rozek @philrozek Rank Like a Big Company. Impress Like a Local Company.
  2. 2. Big brands’ big weakness: online reviews Current trends favor the top-reviewed businesses. Most big brands are lousy at encouraging good reviews. Over time, highly-rated local competitors may steal some market share (although you’ll probably still outrank them). Or your company can rack up reviews as the best SMBs do. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  3. 3. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Shift: more choices, changing preferences
  4. 4. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Shift: more choices, changing preferences
  5. 5. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Shift: more decisions in SERPs / off-site
  6. 6. Shift: more decisions in SERPs / off-site @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  7. 7. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Shift: more decisions in SERPs / off-site
  8. 8. Shift: more reviews in Google @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  9. 9. Shift: more reviews in Google @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  10. 10. Shift: more reviews in Google @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  11. 11. It’s still the Wild West: • Relaxed review filter • No oversight • Google+ not needed • Yet more prominent than ever… Shift: more reviews in Google @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  12. 12. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Shift: more reviews everywhere
  13. 13. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Shift: more reviews everywhere
  14. 14. Shift: more review sites than ever before @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 There are over 400 review sites now* (*Yes, I counted. Type “Definitive List of Local Review Sites” into Google.)
  15. 15. Must-read: BrightLocal’s study on reviews @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  16. 16. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Who wins?
  17. 17. Big brands, on the one side: Solid rankings • Name-recognition • Media attention • Link juice Customer base Human resources @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  18. 18. SMBs, on the other side: They’re closer to their customers better and can get more of them to speak up online. Smart SMBs can rack up reviews big-time. Recent trends benefit SMBs when consumers have a choice. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  19. 19. How can a big brand impress more effectively? @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  20. 20. Well, how do the best SMBs impress? @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  21. 21. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 1. They know what the reward is: get business because of reviews
  22. 22. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 2. They care about the review sites that customers care about
  23. 23. 2. They care about the review sites that customers care about @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  24. 24. 3. They identify their biggest fans and ask them to speak up @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  25. 25. 4. When it’s time, they focus on the review @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  26. 26. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 5. They provide clear instructions
  27. 27. 6. They make it sound like a personal favor @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  28. 28. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 7. They know specific people in the company create 1-star or 5-star experiences Tom the technician Mary the manager Sam the server Bob the broker Etc.
  29. 29. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 8. They act like they’ll see the customer again
  30. 30. Scalable ways to get impressive reviews? @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  31. 31. Get picked because of your reviews Best way to leverage local rankings. Crucial whenever there is a choice. How? Showcase reviews everywhere @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  32. 32. 1. Get picked because of your reviews @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Use Brandify’s Review Builder to curate reviews on your location pages.
  33. 33. 1. Get picked because of your reviews @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  34. 34. 1. Get picked because of your reviews @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  35. 35. 2. Focus on the sites your customers care about @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 This is where that “Review Us” page helps a lot. Have one for each location (maybe start w/ just a few).
  36. 36. 3. Identify your biggest fans and get them to speak up @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  37. 37. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 3. Identify your biggest fans and get them to speak up BBB CitySearch Facebook (!) Foursquare InsiderPages OpenTable SuperPages WeddingBee YellowBot YellowPages Zillow Or send them to your “Review Us” page.
  38. 38. 4. Focus on the review (for now) @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  39. 39. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 5. Provide clear instructions
  40. 40. 5. Provide clear instructions @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  41. 41. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016 Use pronouns: “We” and “You.” No passive voice. Try to sound smaller than you really are. 6. Make it sound like a personal favor
  42. 42. 7. Ask reviewers to mention specific people @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  43. 43. 8. Act like you’ll see your customers again They’re more likely to review you – and come back – if they think you’ll read their feedback. @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  44. 44. By the way, reviews might help rankings…. Higher click-through “Local content” for site Barnacle SEO Word-of-mouth / PR @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  45. 45. Takeaways & points to meditate on 1. People & search engines ever-increasingly value reviews. 2. More is happening before visitors reach companies’ sites. 3 “Local” is no longer just about getting your site into SERPs. Now it’s crucial to get your reputation in there, too. 4. Review strategies that help SMBs can help big brands, too. 5. What works better for local SEO: centralized “marketing machine,” or location-level “boots on the ground? 6. How might reviews get monetized or go “pay-to-play”? @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  46. 46. Thank You @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  47. 47. 60+ Questions to Troubleshoot and Fix Your Local Reviews Strategy – me Effective “Review Us” Pages for Local Businesses: a Fistful of Examples – me Which Local Review Sites Are on Your Side? – me Ultimate List of Review Widgets and Badges for Your Local Business Website – Local Consumer Review Survey 2015 – BrightLocal Whitespark’s Review Handout Generator – Whitespark User Behavior and Local Search – Darren Shaw Barnacle SEO: Local Search Engine Optimization for The Sam’s Club Crowd – Will Scott Grade.us (for building an off-site “Review Us” page) GetFiveStars (for review outreach by email) Resources and further reading @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016
  48. 48. https://www.flickr.com/photos/mliu92/20994389558/ https://www.flickr.com/photos/zunami/3319244684/ https://www.flickr.com/photos/phooleo/4703219191/ https://www.flickr.com/photos/runran/3015588455/ https://www.flickr.com/photos/emilymills/15066204105/ https://www.flickr.com/photos/dvids/4476796877/ https://www.flickr.com/photos/chrisfithall/16839991675/ http://www.funnysigns.net/weirdest-strip-mall-in-america/ Image credits @PhilRozek | LocalVisibilitySystem.com Brandify Summit 2016

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