Online Product Review in Ontario, CanadaThere’s more to online reviews and customer feedback than just influencing a customer’s purchase decision. Aside from prodding consumers to say “Yes!” to your product, these also impact local searches.

An SEO report from Moz lists online reviews as one of the top factors that influence local search results. If you’re interested in placing your faith in these reviews, here are the best practices to get you started:

What Online Reviews Do

xPosure Solutions, an SEO expert, says the number of reviews a brand has, the review velocity, as well as the diversity of sites, are ranking factors across organic results and local packs. Moz’s survey revealed that “review signals” are bigger than “social signals.” Even Google said reviews play a major role in local search rankings. In fact, it identified three factors:

  • Distance: the proximity of your business listings or matches to what people are searching for. A location’s term serves as the user’s location according to the device’s information.
  • Prominence: focuses on the offline and online prominence of a brand.
  • Relevance: determines how business listings match branded content against what people search for.

Improving Local Search Rankings with Reviews

The first step focuses on Google—particularly, getting your brand noticed by Google. This means claiming business listings with Google My Business. You can also get reviews on other sites, such as TripAdvisor, Yelp, Facebook, Foursquare, and Citysearch.

If improving local search is a priority, keep your eyes on Google My Business. An organized listing offers significant developments in local search performance.

After planting your flag on Google, do the same on other review sites.

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Search engines are suckers for online reviews because these determine consumer trust and what you should look for. Experts assume that Google considers the value of reviews because it’s what users look for.

While search techniques continue to evolve, they go back to a simple fact: speak your customers’ language and expect wonders on your search’s performance.