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SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search

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My review signals and techniques presentation from SMX West 2011 on Ratings, Reviews & Reputation: Their Growing Impact On Search. To get full session coverage, visit: http://outspokenmedia.com/k0vf

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SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search

  1. 1. REVIEW SIGNALS & TECHNIQUES Rhea Drysdale Co-Founder, Outspoken Media @rhea
  2. 2. REVIEW SIGNALS
  3. 3. Known signals from public records: <ul><li>Reviewer location </li></ul><ul><li>Frequency of reviews </li></ul><ul><li>Reputation scores </li></ul><ul><li>Social network of user </li></ul><ul><li>Content aspects </li></ul><ul><ul><li>Sentiment-ish </li></ul></ul>
  4. 4. Google Assigns Reputation Scores to: <ul><li>Reviewers </li></ul><ul><li>AND </li></ul><ul><li>Reviews </li></ul><ul><li>Per Reviewer Rating patent: </li></ul><ul><li>“… people, products, advertisers and merchants” </li></ul>
  5. 5. REPUTATION SCORE OF USER’S FRIENDS
  6. 6. USER PERSONALIZATION
  7. 7. USER’S REVIEW HISTORY
  8. 8. Versus…
  9. 9. Or…
  10. 10. REVIEW CONTENT <ul><li>Preference given to those with summaries and/or descriptions </li></ul>
  11. 11. FRESHNESS
  12. 12. USER’S OWN SOCIAL NETWORKS
  13. 13. What drives social results? <ul><li>Friends on: </li></ul><ul><ul><li>Gmail (with Google profiles) </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>Quora </li></ul></ul><ul><ul><li>Yelp </li></ul></ul><ul><ul><li>Friend’s websites (not shared, profile pull) </li></ul></ul><ul><li>Search social beta: &tbs=frim%3A1 (or sidebar) </li></ul>
  14. 14. Aspects Early screenshots from Mike Blumenthal and Bill Slawski show aspects have been refined over time.
  15. 15. Common Aspects
  16. 16. Common Aspect Sources <ul><li>Yahoo.com </li></ul><ul><li>Citysearch.com </li></ul><ul><li>InsiderPages.com </li></ul><ul><li>Judysbook.com </li></ul><ul><li>Niche local sites </li></ul>
  17. 17. Sentiment Analysis FLAWED!
  18. 18. SENTIMENT <ul><li>After DecorMyEyes update, Google said they took out: </li></ul><ul><li>“ Extremely poor user experience” </li></ul><ul><li>No measurable result from the update. </li></ul><ul><li>Details: googleblog.blogspot.com/2010/12/being-bad-to-your-customers-is-bad-for.html </li></ul>
  19. 19. KEYWORDS? Filtered from appearing on Place Page
  20. 20. FUTURE SIGNALS <ul><li>Improved sentiment analysis? Increased filtering of data sources and signals for irregularly high negative responses (DecorMyEyes) </li></ul><ul><li>Transaction verification with services like Mint.com and SpendGo </li></ul>
  21. 21. QUESTIONS
  22. 22. Do you need reviews to rank in local? <ul><li>No , but… Reviews add relevant content and count as social indicators. Google’s “Related places” on a review-free Place page will draw user’s eyes and potentially clicks drawn to: </li></ul>
  23. 23. Do you need to use hReview? <ul><li>No, but… Using hReview and structured markup helps Google correlate your pages with places mentioned. Can also add rich snippets to the SERPs, which may improve conversions. </li></ul>
  24. 24. More on hReview microformat <ul><li>What? </li></ul><ul><li>Open standard for distributed reviews. </li></ul><ul><li>Aims for simple properties common to multiple products, objects and services. </li></ul><ul><li>More on hReview: microformats.org/wiki/hreview </li></ul><ul><li>Implementing hReview with Wordpress: yoast.com/implement-hreview-wordpress-theme/ </li></ul>
  25. 25. Ratings <ul><li>Use microdata, microformat or RDF markup. </li></ul><ul><li>Google assumes 1 (worst) to 5 (best) rating scale by default. </li></ul><ul><li>Can use anything to classify rating, </li></ul>
  26. 26. Test your rich snippets! <ul><li>google.com/webmasters/tools/richsnippets </li></ul><ul><li>More on reviews (go to the source): google.com/support/webmasters/bin/answer.py?answer=146645 </li></ul>
  27. 27. SOLICITING REVIEWS
  28. 28. According to Yelp on 3/8/11 @SMX! <ul><li>Talk about the site where you’d like a review, e.g. Yelp. </li></ul><ul><li>Use that site’s services and offers to incentivize reviews. </li></ul><ul><li>Create great content, services, products that users will want to review. </li></ul><ul><li>Ta da! </li></ul>
  29. 29. Other methods…
  30. 30. REVIEW SERVICES Check with your ecommerce solution!
  31. 31. CASE STUDY
  32. 32. ORM Problem Scope <ul><li>Very negative review appearing above the fold in the SERPs </li></ul><ul><li>Negative source had optimized the page and built internal links to it </li></ul>
  33. 33. SEO Strategy <ul><li>Establish baseline </li></ul><ul><li>Audit existing reviews </li></ul><ul><li>Manage fake reviews & conflict of interests </li></ul><ul><li>Create a testimonials page and strengthen internal/external backlinks </li></ul><ul><li>Solicit testimonials through exit interviews </li></ul><ul><li>Develop and promote off-site content </li></ul><ul><li>Develop and publish video testimonials </li></ul><ul><li>Publish testimonials and bulk up directories </li></ul>
  34. 34. Results <ul><li>Website </li></ul><ul><li>Website </li></ul><ul><li>Website </li></ul><ul><li>Website </li></ul><ul><li>Niche directory </li></ul><ul><li>Niche directory </li></ul><ul><li>Citysearch </li></ul><ul><li>Social profile </li></ul><ul><li>Social profile </li></ul><ul><li>Press mention </li></ul>
  35. 35. THANK YOU <ul><li>Contact: </li></ul><ul><li>[email_address] </li></ul><ul><li>Follow: </li></ul><ul><li>@ outspokenmedia | @rhea </li></ul>

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