Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Harnessing The Power of Online Reviews By Rob Kerry

547 views

Published on

From the SMX East Conference in New York City,Oct 24-26, 2017. SESSION: Harnessing The Power Of Online Reviews. PRESENTATION: Harnessing The Power of Online Reviews - Given by Rob Kerry, @ayima - Ayima, Co-Founder. #SMX #12C2

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Harnessing The Power of Online Reviews By Rob Kerry

  1. 1. #SMX #12C2 @RobKerry Rob Kerry • Co-founder • Ayima (SEO Agency) Harnessing The Power Of Online Reviews
  2. 2. #SMX #12C2 @RobKerry Rob Kerry • Co-founder • Ayima (SEO Agency) Harnessing The Power Of Online Reviews
  3. 3. #SMX #12C2 @RobKerry • Based in the UK • Worked in SEO for over 15 years • Used to be known as evilgreenmonkey • Co-founded the SEO agency, Ayima • Grown to a team of over 100 people with offices in London, New York, Raleigh NC, San Francisco, Vancouver & Sweden – Hong Kong coming soon! Rob Kerry - About Me
  4. 4. #SMX #12C2 @RobKerry 1. The basics: Schema & Rich Snippets 2. What not to do: Spam & Deception 3. Review platforms: Third Party, DIY or Both? 4. The perfect score: Keeping your ★★★★★ 5. Getting creative: Automating Review/Reputation Management 6. Easter egg: *Exclusive* Free Code To Do This ⬆ What We Will Cover
  5. 5. #SMX #12C2 @RobKerry The Basics
  6. 6. #SMX #12C2 @RobKerry Business Types of Review Product Event Offer Place Critic
  7. 7. #SMX #12C2 @RobKerry Business Reviews
  8. 8. #SMX #12C2 @RobKerry Product Reviews
  9. 9. #SMX #12C2 @RobKerry Review Sources Your Website
  10. 10. #SMX #12C2 @RobKerry • Google can index reviews on your own website as well • Add product reviews or create a business review site • They follow an industry standard Schema.org format • Used on 2.4% of all websites and 18.4% of the top 10k • Choose from Microdata, RDFa or JSON-LD • http://schema.org/Review Reviews on Your Website
  11. 11. #SMX #12C2 @RobKerry • Easy to add to WordPress/CMS templates • Add it to your existing HTML tags as extra attributes • One of the first structured data formats, so more commonly built-in to CMSs Reviews - Microdata
  12. 12. #SMX #12C2 @RobKerry • HTML5 • Basically the same as Microdata • Not many websites use it • Moving on… Reviews - RDFa
  13. 13. #SMX #12C2 @RobKerry • Based on a JavaScript data array/object for storing keys and values • Placed within dedicated <script> tags in either the <head> or <body> • Google now say that they prefer JSON-LD, over Microdata and RDFa Reviews – JSON-LD
  14. 14. #SMX #12C2 @RobKerry • Do you want to copy Amazon? • Tough! • They’re big enough that Google specially extracts Amazon’s review data Reviews – Amazon
  15. 15. #SMX #12C2 @RobKerry What Not To Do
  16. 16. #SMX #12C2 @RobKerry • No guarantee that Google will show your Review/Rating data in SERP Rich Snippets • Rich Snippet visibility is linked to your site’s perceived “Trust” (Domain Authority) • Don’t be evil – Google does sense-check your Structured Data • Abuse can result in sitewide Rich Snippet removal or even a Google Penalty! Let’s Talk About Trust
  17. 17. #SMX #12C2 @RobKerry • Placing the same structured data / reviews on multiple pages is Duplicate Content • Google less likely to display Rich Snippets, considered incorrectly implemented • Fix with Canonical and/or Hreflang link tags. Structured Data Duplication
  18. 18. #SMX #12C2 @RobKerry Outsource or DIY?
  19. 19. #SMX #12C2 @RobKerry • They do all the heavy lifting for you • Futureproofing – Let them keep your review data compliant with the latest standards • Some platforms help you to increase review numbers, even paying users to post Review Platforms
  20. 20. #SMX #12C2 @RobKerry • Many e-commerce sites use 3rd Party review platforms e.g. BazaarVoice and Feefo • If using a 3rd party, do not use their JavaScript integration • Whilst Google renders/indexes JavaScript but it’s unreliable • Always use an API integration, so that the review content is hosted on your page Integrate Carefully
  21. 21. #SMX #12C2 @RobKerry • Larger upfront cost (dev resource), but far cheaper long-term • Full control over the data format and appearance • Easier to moderate/censor/address negative reviews • Lots of free plugins to implement reviews on WooCommerce, Magento etc (plus already built into hosted stores such as Shopify and BigCommerce) Do It Yourself
  22. 22. #SMX #12C2 @RobKerry • Manage your reviews in-house, whilst also encouraging 3rd party reviews • Email customers the day after delivery/service with a link to Google, Facebook, TripAdvisor, Feefo etc. to encourage new reviews • Be wary of customers with existing/open complaints, if encouraging 3rd party reviews Best of Both Worlds
  23. 23. #SMX #12C2 @RobKerry The Perfect Score
  24. 24. #SMX #12C2 @RobKerry • A popular gambling website recently decided to end its Affiliate program • Thousands of websites would no longer earn money for sending them traffic • Affiliates were so outraged, that they organised a joint negative SEO campaign • This included most review websites marking their brand as ★☆☆☆☆ • Brand traffic plummeted, with users seeing 1/5 ratings in Google SERPs • A huge reputation repair project was needed, to push these bad reviews off of Google’s Top 10 for brand keywords A Short Story
  25. 25. #SMX #12C2 @RobKerry 1. Rich Snippets for Reviews/Ratings can be used for evil as well as for good 2. Never take your ★★★★★ for granted, monitor your reviews and ratings daily 3. Have a plan in place to rectify bad reviews 4. If you can’t fix, increase your aggregate rating or push the bad reviews out the SERPs Moral of the Story
  26. 26. #SMX #12C2 @RobKerry • Always refund/exchange – costs less than repairing your reputation and arguing all day • Don’t sit back and take bad reviews/ratings – respond, rectify and ask to redact • Fake reviews destroy trust and everyone can spot them a mile away • You can’t sustain a perfect ★★★★★ , but hundreds of 4+ stars can drown out 1 stars Don’t Take Risks
  27. 27. #SMX #12C2 @RobKerry Automating Review Management
  28. 28. #SMX #12C2 @RobKerry • Monitor your reviews and ratings across all local, web and product directories • Get alerted to new reviews, so that you can respond immediately • Prices start from $99/month, depending on budget, features and support needed Review Management Software
  29. 29. #SMX #12C2 @RobKerry • Client: A large hair and beauty salon franchise in the UK • Request: Increase customer reviews on Local listings, plus weed out negative reviews • Response: Worked with their web team to create a review management flow DIY Review Management – Client Example
  30. 30. #SMX #12C2 @RobKerry DIY Review Management – Flow Diagram Customer buys product or books appointment Email sent to customer after delivery/appointment Customer rates service out of 5 stars 1-3 Star Rating Asked for feedback and escalated as complaint 4-5 Star Rating Asked to review salon or website on Google, Yelp, Feefo etc.
  31. 31. #SMX #12C2 @RobKerry • Unhappy customers are intercepted before they vent online • Gives company a chance to turn a 3 star rating into a 5 star happy customer • Dramatically reduced low star ratings and negative reviews • Increased the number of positive reviews which increased their aggregate star ratings • Protects them from future low ratings bringing down their star rating • Unexpected bonus: Customer loyalty and Life Time Value increased DIY Review Management – Result
  32. 32. #SMX #12C2 @RobKerry Here’s Your Bonus
  33. 33. #SMX #12C2 @RobKerry • I’ve turned this Flow Diagram into a simple app • Coded in PHP, no database needed, just upload to a subfolder of your website • Free, open source (MIT License) and built just for you • Download it now at: https://github.com/ayima/fivestars DIY Review Management – The Code
  34. 34. #SMX #12C2 @RobKerry DIY Review Management – Landing Page
  35. 35. #SMX #12C2 @RobKerry DIY Review Management – Bad Rating
  36. 36. #SMX #12C2 @RobKerry DIY Review Management – Good Rating
  37. 37. #SMX #12C2 @RobKerry Download Code: https://github.com/ayima/fivestars Contact Me: rob@ayima.com Twitter: @robkerry Website: www.ayima.com Thank You!

×