Trust and context: these are the two things that frame how consumers evaluate information when they’re making a purchase. They look for information that helps them make a decision in the right context, and that information needs to be something they feel they can trust. Online reviews have emerged to fill that vital gap in the consumer journey. Most consumers read online reviews when they’re making a purchase, and – shockingly – data tells us they trust online reviews more than friends, family members or colleagues. But it’s the role ratings and reviews play in search that makes them particularly powerful. Do well with ratings and reviews and you also do well on Google, securing a coveted spot in SERP and boosting organic CTR.
This session will explore the ins and outs of online ratings and reviews and ensure you have the tools you need to:
- Understand the key differences between brand and location-based reviews
- Handle first-party and third-party reviews
- Encourage more customers to leave reviews
- Cover more SEO bases easily by balancing reviews