iMarket Solutions Blog : Posts Tagged ‘online reviews’

How Online Reviews Help Your SEO

Tuesday, April 30th, 2019

There are a number of factors that go into having a successful digital presence for your contracting business. Is your website responsive? Are your landing pages optimized? Do you have social media accounts? Perhaps most importantly, what do your online reviews look like?

It’s no secret that this type of “word of mouth” advertising is still very important. This is perhaps even truer, now that people can find information about your business within seconds with a simple click of a mouse. Google My Business heavily impacts the relationship between online reviews and your SEO efforts—what does this mean for you?

Google My Business Is More than Just a Business Listing

Google My Business helps contractors reach and engage with local customers through Google Search and Google Maps. Because Google owns the platform, they’re going to put the most weight on reviews that come through it.

Google’s Official Stance

Last year, Google published a revised version of their 164-page set of Search Rating Guidelines, which helps human “quality raters” evaluate online content. This includes website, landing page, and overall online business content. The raters then provide feedback to Google in order to enhance their search algorithm.

There are specific factors they look for, and rate on a scale of 1-5 (with 1 being the lowest and 5 being the highest), based on what online visitors like to see and want to see. The overall ratings determine the E-A-T of any given search result that comes up.

What Is E-A-T?

E-A-T stands for Expertise, Authoritativeness, and Trustworthiness. The search ratings measure this as well as the web pages’ reputation. Usually, if one is high the other is high. This is the good and the bad news. Your business’s E-A-T score and reputation may be high and allow your reviews to show up on page one of Google. But, if you have bad reviews then it can work against you.

If this happens, you want to put focus on improving the review score on that particular platform, whether it is Google My Business, Facebook, BBB, Yelp, or Home Advisor. We encourage contractors to invest the resources necessary to respond to and monitor your company reviews. This may mean providing internal training to your staff, and even adopting a review generation platform of your own.

“Should I Respond to Bad Reviews?”

This is a common question, and the short answer is “yes.” But only if you do so in the right way. It is possible, if you respond to an unhappy customer who left a bad review in an amicable way, that they may update or remove their review. You also have the option to ask the customer to do so after a problem has been resolved.

After all, a bad review may have come as a result of a misunderstanding, or it’s something you can or already were able to correct. The best case scenario is that a customer will edit their bad review after coming to a satisfactory resolution. However, you want to be careful to not be too aggressive about it.

Another option is, instead of asking the customer to remove or edit their review, is to work on crafting the perfect response to negative reviews. For instance, you can respond to an initial review by acknowledging the customer had a problem, and encouraging them to contact you privately. Once the situation is resolved, you can go back to the review and leave a response such as:

“Hi [name], per our offline discussion, we were able to remedy this situation. We look forward to doing business with you in the future.”

What this does for you is it shows potential customers and 3rd parties that even though a customer had a bad experience, you as the company owner addressed their concerns, and you care about the service you provide.

Reviews Have a Direct Impact on SEO and Site Visibility

The reviews you receive on the various review platforms have a direct impact on your SEO results, site visibility, and, as a result, your leads and customer conversions. This trend is very likely to continue, particularly when you consider the amount of work and resources Google has put into this facet of their local search engine guidelines over the past few years. The longer you wait to invest the resources needed in managing your business reviews and reputation, the more likely it is you’ll fall behind some of your local competitors.

iMarket Solutions provides a full suite of contractor marketing products, including SEO for contractors and reputation management. Contact us today to learn more.  

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How Generating Reviews for HVAC / Plumbing Impacts Leads and ROI

Tuesday, April 21st, 2015

How Generating Reviews for HVAC / Plumbing Impacts Leads and ROI

The consumer decision process is notoriously complex. But with some guided marketing assistance and insights to how the consumer thinks, your HVAC or plumbing company can develop a trustworthy business that showcases positive customer experiences. By integrating social influence into your marketing strategy, reviews and testimonials can help increase your lead flow and conversion rates.

To take advantage of social influence, we must look into how a consumer researches and evaluates their purchasing decision. This consumer behavior buying process can be broken down into 5 steps.

  1. Need Recognition
  2. Information Search
  3. Alternative Evaluation
  4. Purchase Decision
  5. Post-Purchase Behavior

Need recognition can be one of the most urgent and timely steps. Being in the HVAC or plumbing industry, “Need Recognition” can quickly become an urgent situation. Both HVAC / plumbing industries have similar audiences since both products are usually out of sight and out of mind making our products a low priority until it becomes an “emergency”.

39% of consumers search online for local businesses at least once a month.

 

Once customers have recognized their need, the “Information Search” process triggers. With abundant ways to discover information, a customer must utilize internal and external avenues to conduct their research. Information can be easily transferred from something as simple as a personal referral or consulting an online review website.

Information Search is the most crucial step towards influencing a purchase. After addressing internal influences, most users will rely on external factors. External factors consist of online reviews, media, word-of-mouth, opinion leaders and personal referrals.

72% of consumers say that positive reviews make them trust a local business more

 

Since the HVAC and Plumbing industries are a specialty profession, customers usually will have little knowledge of our services, thus it’s difficult for them to gauge a perceived value. This is one reason why our industry must focus on building brand affinity and brand loyalty to help build trust through our other customers’ experiences (i.e. reviews / testimonials).

88% read reviews to determine the quality of a local business

 

In a recent study on the impact of online reviews on revenue, the Harvard Business Review found that as simple as a 1-star increase can lead up to a 9% increase in revenue in the restaurant industry. What’s more, the study also found a large difference in user preference of which business the consumer chose to work with based on a company’s online rating.

92% of users will use a local business if it has a 4 star rating.

Only 13% of users will use a local business if it has a 1 star rating.

 

There are numerous ways to build trust and exhibit your customer’s positive experiences. One of the main factors in developing your online reputation starts with having an HVAC / Plumbing Review Generation strategy in place. Just asking for a review is not enough to succeed. With 57% of consumers visiting a local business website after reading a positive review, your strategy must embody multiple media such as Yelp, Google +, Facebook, as well as the testimonials on your website.

 

Interesting online review statistics

  • Only 12% of consumers said they take no notice of online reviews (down from 17% in 2012)

  • Word of mouth (i.e. reviews) remains the primary route for recommending a local business (72%)

  • 57% have searched online for a local business more than 6 times / year

  • 85% of consumers say they read up to 10 reviews (2014)

Interested in increasing your online reviews? Give us a call at 1-800-727-3920 and let’s discuss how Recommend Me can impact your company’s lead flow.

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3 Steps You Can Take To Increase Reviews for Your Business

Thursday, April 9th, 2015

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Reviews are an important part of your business and bottom line. We’ve already established the impact that reviews have on your business in our previous blog post: HVAC / Plumbing: Importance of Online Reviews for HVAC / Plumbing Industries. If you want to start taking action to build your online review presence, you can start by implementing a review strategy. Three things you can do to get started to increase reviews are: setup and claim your profiles, ask for reviews, and integrate reviews into your existing marketing efforts.

Step 1 – Setup and claim your listings and profiles

Whether you have control over your listings or not, there will always be a way for customers to leave a review if they want to. So taking control of your listings is recommended to get started with your review management and generation efforts.

There are hundreds of directories and websites online where your customer can leave you reviews. We recommend setting up and claiming sites 2 to 3 popular directories known in your geographic region. Popular review sites and directories include Google+ and Yelp.

Once you’ve determined what listings would best increase your visibility, the next step is to make sure the listings are claimed and verified. This will ensure accurate and consistent business details on the listing of your choice and will allow you to setup email alerts and notifications.

Step 2 – Asking for reviews

Now that you’re setup with the listings and directories you want, the reviews will just come flowing in. Right? Wrong! Online review generation is not a set-it-and-forget-it strategy.

Asking customers to review your business is a much debated practice. Some say that it isn’t ethical to ask for reviews and even suggest that it could be perceived as a form of solicitation. Others suggest that asking does not hurt and you won’t know if you don’t try.

When you receive a compliment or a kudos from a customer in-person, over the phone, or by email, this is a perfect time to ask that happy customer to share their feedback on one of your online review sites.

Don’t offer an incentive or discount for people to “Leave a 5-star Review.” Incentives and discounts can be perceived as an unethical practice and violates the Terms of Service on many directories. If you are caught incentivizing users to harvest reviews, those 5 star reviews may be taken away in addition to other repercussions.

Step 3 – Integrate reviews into your existing marketing efforts and strategies

Integrate reviews into your existing marketing efforts and strategies to reinforce your review strategy. Adding more opportunities for your customers to find and see your reviews, will provide opportunities for clients to review your business at the listing or directory of their choice. Below are just a couple of examples where you can integrate reviews.

On your website: Placing a link or banner to the listings or directories you are active on can make it easier for customers to find where to read and write reviews for your business.

Email signatures: Do you send emails to your customers, either directly or through an email list? Place the links for your review sites with a simple note such as, “We appreciate your feedback,” or “Your feedback helps us to better serve you.” Inserting a call to action within the links will maximize your customer feedback rate and help to increase review generation.

When your business is ready to start implementing reviews as a part of your marketing strategy, the steps above are a good place to begin.

What has your experience been with reviews for your business? Please share in the comments below! We’d love to hear from you.

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