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Harnessing The Power of Online Reviews By Rob Kerry


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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

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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 format • Used on 2.4% of all websites and 18.4% of the top 10k • Choose from Microdata, RDFa or JSON-LD • 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: 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: Contact Me: Twitter: @robkerry Website: Thank You!