Learn seven tactics to boost search using customer reviews. Hear why Google is taking online reviews more seriously.

1. 7 Tactics to Turbo-Charge
Your Search Programs Using
Customer Reviews

2. AGENDA
1
2
3
4
Trustpilot Overview
Why Reviews Matter
Reviews in Google
7 Tactics to Boost
Search

3. Trustpilot Overview

4. WHO IS TRUSTPILOT
Online community & business solution connecting consumers & businesses via reviews
140,000 reviewed websites
26,000 websites get new reviews/month
22 million online reviews
700,000 new reviews/month
Reviews from 120 countries
72 million visitors/year
7 million unique visits/month
Over 1 billion impressions/month

5. For Businesses:For Consumers:
WHY TRUSTPILOT EXISTS
Open online review community to read, write,
and engage with authentic reviews to provide
trustworthy customer experience information
and make better buying decisions.
Solution to implement an automated review
collection strategy, moderate and engage with
reviews, and leverage reviews to accelerate
business improvement and growth.

6. Retail Services Finance

7. TRUSTPILOT FOR BUSINESSES
BRAND BUILDER
Establish a trusted brand
MARKETING ACCELERATOR
Maximize digital ROI
INSIGHT GENERATOR
Improve customer experience

8. Why Reviews Matter

9. HOW CONSUMERS MAKE DECISIONS
“I need a
couch”
“What kind of
couch should I
by?”
“Where can I
buy this
type of
couch?”
“Should I buy
this couch
from this
business?”
“Would I use
again or
recommend to
a friend?”

10. Look for
reviews
Leave
reviews
THE REALITY OF PURCHASE FUNNELS
Real-life purchase funnels are complex…
Consumers will reference reviews multiple times before they buy, via various channels.
Make these “trust signals” available wherever the consumers may need them to
keep them moving through the purchase funnel.

11. THE IMPACT OF REVIEWS ON THE
CONSUMER BUYING JOURNEY
92% of consumers say buying
decisions are influenced by online
reviews; 87% use them for both
brick-and-mortar & online
purchases
72% of consumers will take
action after reading a positive
review
Customers are likely to spend
31% more on a business with
“excellent” reviews
http://www.invespcro.com/blog/the-importance-of-online-customer-reviews-infographic/

12. THE IMPACT OF PROACTIVE REVIEW
COLLECTION
NOT asking for reviews:
50/50 split positive/negative at best
(likely many more negative reviews)
Proactively asking for reviews:
83% positive reviews
More balanced representation of a business

13. Reviews in Google

14. WHAT ABOUT
Why is Google taking online reviews more seriously?
Simply put, it’s because the user is.
A recent study has shown that more customers are
taking the time to read online reviews than ever
before.
“
- Jonathan Boyle

15. REVIEWS IN SEARCH
The 2015 Local Search Ranking Factors

16. STARS ARE EVERYWHERE IN SEARCH

17. STARS ARE EVERYWHERE IN SEARCH

18. 7 Tactics to Boost Search

19. 1. GOOGLE SELLER RATINGS
Qualify for CTR-boosting stars in PPC & Google Shopping
PPC ads in SERPs Google Seller Profile Pages
Stand Out & Drive More Traffic
• Syndicate reviews directly
into Google/Bing/Yahoo
• Increase CTR 17% on avg.
per Google case studies
• Improve ad rank, quality
score and decrease CPC

20. 1. GOOGLE SELLER RATINGS
Qualify for CTR-boosting stars in PPC & Google Shopping
Product pages in Seller Comparison Charts Google Shopping SERPs

21. 2. PRODUCT RATINGS
Display ratings stars for products to boost CTR in PLAs
and Google Shopping
Product Listing Ads in SERPs
Stand Out in Google Product Listing
Ads & Increase Traffic
Product reviews display as ratings stars
shown in paid ads on search results pages.

22. 2. PRODUCT RATINGS
Display ratings stars for products to boost CTR in PLAs
and Google Shopping
Product pages in Seller Comparison Charts Google Shopping SERPs

23. 3. RICH SNIPPETS
Use mark-up on product pages and key business pages to
qualify for traffic-driving stars in organic search
Company Reviews Product Reviews
Increase Visibility in Organic
Search & Drive More Traffic
Structured data markup around
product and company reviews
appear in organic search as trust-
boosting stars, so your CTR goes up
and more prospective buyers land
on your site.

24. 4. PRODUCT REVIEW CONTENT
Boost your SEO performance for longer-tail product
keywords using UGC.
Boost Rankings in Organic Search
with Product-Related UGC
Keyword-rich product review
content, shared in a crawl-able
format on your product pages, can
help boost organic rankings for
longer-tail keywords.

25. 5. POSITIVE REPUTATION PROPERTIES
Enhance brand reputation and lift conversion by creating
positive properties for branded search.
Drive traffic, conversions, and brand
image with high-visibility positive
assets in search for branded keywords
Build content on and promote 3rd party
properties on authoritative domains to
boost your reputation management and
ensure prospects continue through your
buyer journey.

26. 5. POSITIVE REPUTATION PROPERTIES
Enhance brand reputation and lift conversion by creating
positive properties for branded search.
Pro Tip:
Promote any 3rd
party reviews in paid
search for your
branded search
terms for extra
positive page real
estate!

27. 6. 3rd PARTY REVIEWS IN LOCAL SEARCH
Further enhance local search presence with third-party
reviews in local search call-out boxes with SERPs.
Leverage reputation-boosting
3rd-party reviews in local search
Build your brand on open 3rd-party
review platforms – with the correct
markup, these ratings will show
up in local search results too.

28. 7. LANDING PAGES
Don’t stop at clicks – convert more high-value traffic with
ratings and reviews on key landing pages.
Make more of your valuable traffic convert
Share reviews and ratings on landing pages
and other key conversion points to boost
conversion and revenue.

29. Questions?
business.trustpilot.com
blog.trustpilot.com
@Trustpilot