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Google &Reviews: Everything you need to know

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Do you have reviews showing in all the places possible with Google? Are you looking to optimize your paid search efforts with Google Seller Ratings or get Rich Snippets stars show in organic search results? Check out this webinar highlighting ways to display reviews in Google and optimize your search.

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Google &Reviews: Everything you need to know

  1. 1. The session will begin shortly. Google + Reviews: Everything you need to know Welcome to today’s webinar: 1
  2. 2. Joe Giarratono Team Lead, Account Management Trustpilot Today’s Speakers Ada Pally VP of Client Services 3Q Digital
  3. 3. Questions? ● Use the “Questions” pane on the control panel to ask any questions throughout the webinar ● We’ll answer questions as they come, at the end of the session, and via email
  4. 4. Agenda Quick Intro to Trustpilot & 3Q Digital The Why & How of Reviews in Google Where do Reviews Show Up in Google How to get Ratings & Reviews in Google Leveraging Reviews to Optimize Marketing Questions
  5. 5. 5 Who is Trustpilot?
  6. 6. 6 Why does Trustpilot Exist?
  7. 7. 7 – Quick Facts Team A dedicated, 200-member team of innovators, entrepreneurs, data junkies, and growth agents. Offices Team members throughout the nation with offices in San Francisco, San Mateo, New York, Chicago, Vermont, Raleigh, Austin, and San Diego. Partners $1/2 Billion under management globally. Strong relationships with the networks - inclusion in Alphas & Betas and special client events. Mission To drive relentless, sustainable growth and innovation for our clients.
  8. 8. 8 Full-Service Digital Agency SEO Mobile Digital & Business Strategy Creative Decision Sciences Creative Services Display Media Paid Search & Social Content/Native DIGITAL MARKETING SOLUTIONSConversion Rate Optimization Channels & Devices
  9. 9. 9 3Q Digital – Client Roster SaaSFinancial Services eCommerceConsumer Internet B2B Tech
  10. 10. Trustpilot is a Google Review Partner ● Google recognizes Trustpilot as a trusted source of transparent, legitimate customer reviews ● Google uses Trustpilot review data to provide insight to searchers to make more informed buying decisions ● Trustpilot feeds both seller reviews and product reviews to Google for absorption into their search results What does that mean? 10
  11. 11. Disclaimer ● Only Google controls Google ● Google can adjust its algorithm at any time That being said... All of our recommendations and best practices are in compliance with Google regulations.
  12. 12. The WHY and HOW of Reviews in Google 12
  13. 13. Google + Reviews Why does Google like reviews?? ● Because consumers do! ○ Consumers use reviews to make offline & online buying decisions ○ Review provide a better user experience for consumers ○ Google’s goal → more consumers use Google for shopping ● Checks & balances on businesses showing in search ○ Prevents businesses from simply “buying your way” to traffic ○ Helps ensure good companies win 13
  14. 14. Google + Reviews Why do reviews help search marketing?? ● Consumers use reviews to shop ○ Ratings & reviews build credibility in minds of consumers ○ Consumers have come to expect & demand reviews ● Consumers trust reviews more than anything else ○ Consumers don’t trust traditional advertising 14
  15. 15. Google + Reviews How do reviews & ratings boost search performance? ? Increased credibility More page real estate Differentiate from competitors Stand out in search results Positive brand reputation Improved CTR & conversion 15
  16. 16. Google + Reviews ? ● Sharing reviews on your website ○ Google loves unique, relevant, fresh content ○ Can help boost organic search rankings ● Adding reviews to search landing pages ○ Reviews can boost the conversion of landing pages ○ Google uses things like bounce rate as an element of Quality Score, so higher converting pages can perform better in PPC How do reviews & ratings boost search performance? 16
  17. 17. Where Do Reviews Show Up in Google 17
  18. 18. Organic Search Results 18
  19. 19. Organic Search Results 19
  20. 20. Organic Search Results 20
  21. 21. Organic Search Results 21
  22. 22. Paid Search Results 22
  23. 23. Paid Search Results 23
  24. 24. Google Shopping Search Results 24
  25. 25. Google Shopping Search Results 25
  26. 26. Recap Organic Listings Paid Listings ● Your Trustpilot.com profile page (with rich snippets!) ● Your Company Knowledge Graph ● Your website (with rich snippets!) ● Your product pages (with rich snippets!) ● GSRs in your AdWords ads ● Product Ratings in Product Listing Ads ● Seller Ratings & Product Ratings throughout Google Shopping 26
  27. 27. How To Get Ratings & Reviews in Google 27
  28. 28. Reviews in Search KEEP COLLECTING REVIEWS 1. ● Google likes relevant, fresh content ● If you want to make (and keep) your review content appealing, keep those reviews coming by consistently inviting every customer to leave a review ● Proactively collecting reviews is critical to achieve and maintain a great average rating ● Quantity matters - build up reviews in one place! 28
  29. 29. Organic Search Results 2. ● You can now become eligible for Rich Snippet stars when non-product pages of your website rank in organic search by marking up seller reviews on key pages (i.e. your Reviews page) ● Rich snippets have been shown to improve organic CTR by up to 30% ● Super easy to implement, see stars in search results in as little as 24 hours ● Markup on your homepage can also help connect reviews to your Google Knowledge Graph MARKUP SELLER REVIEWS FOR RICH SNIPPETS Ask us about our new Rich Snippet Trustboxes for Seller Reviews! 29
  30. 30. Organic Search Results 3. ● Become eligible for Rich Snippet stars when product pages of your website rank in organic search by marking up product reviews on your product pages ● Sharing the reviews in a crawlable format can also help boost organic rankings ● Product reviews are more trusted than product descriptions → they increase conversion! ● Rich snippets have been shown to improve organic CTR by up to 30% MARKUP PRODUCT REVIEWS FOR RICH SNIPPETS Ask us about our SEO Trustboxes for Product Reviews! 30
  31. 31. Paid Search Results GOOGLE SELLER RATINGS4. ● GSRs are an automated extension that let consumers know which advertisers are highly rated for quality service ● GSRs have been shown to improve your ad’s click-through-rate by 17% on average ● Improved CTR can boost Quality Score, which can help lower CPC ● To qualify: ≥150 reviews in the past 12 months; ≥3.5 star rating ● Ratings also display in Google Shopping 31
  32. 32. Paid Search Results PRODUCT RATINGS IN PRODUCT LISTING ADS5. ● Product Ratings display in Product Listing Ads (PLAs) in Google Search and in Google Shopping for products you sell ● Product Ratings in your PLAs can improve CTR by 10-15% ● Improved CTR can boost Quality Score, which can help lower CPC ● To qualify: ≥ 3 reviews/product; ≥50 total reviews 32
  33. 33. Third-party Review Partner CHOOSE THE RIGHT REVIEW PARTNER 6. ● Google partner for seller and product reviews ● Open review community with strong domain authority ● Trusted review community (Google Knowledge Graph!) ● Latest & greatest review integration technology → maximum benefit ● Protection against fraudulent reviews ● Easy review-leaving experience = more reviews ● Opportunity to respond to reviews 33
  34. 34. Other Ways to Leverage Reviews to Optimize your Marketing 34
  35. 35. Landing Pages & Display Ads Challenge: traffic was up, but difficulty converting prospects to inbound leads Tactic: put reviews all over website & display ads Results: retargeting conversion increased 38% inbound calls increased 17% form completions increased 9% conversions increased 12% revenue increased 13% 35
  36. 36. Landing Pages & Emails Challenge: new product category & brand, very low conversion rates Tactic: add reviews to landing pages, home page, and email marketing Results: landing page conversion increased 15% download conversion increased 4% email marketing conversion increased 1% 36
  37. 37. Homepage Challenge: invested in traffic, but not showing consistent conversion Tactic: add ratings & reviews in areas that have high bounce Results: conversion increased 7% total revenue increased 14% 37
  38. 38. Recap Organic Listings What you need to do Your Trustpilot.com profile page Your Company Knowledge Graph Collect reviews consistently and Google will index and display this data automatically Your website (with rich snippets!) Markup your seller reviews on key pages of your website Your product pages (with rich snippets!) Markup your product reviews on key pages of your website 38
  39. 39. Recap Paid Listings What you need to do GSRs in PPC ads & Google Shopping Collect reviews consistently so you can meet and maintain the 150 review threshold Product Ratings in PLAs & Google Shopping Collect product reviews consistently so you can meet the 3 reviews/product, 50 total threshold Make sure you are collecting reviews through a Google- approved community! 39
  40. 40. Hit us up! We are the experts. Any questions about making these tactics work for your business? Bottom Line: Collect reviews consistently, from all customers. Leverage them to accelerate your search programs! 40
  41. 41. Questions? ? 41
  42. 42. Thank you! We want your feedback! Please respond to the survey. 42

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