Webinar: Elements of an Effective Local Reviews Strategy
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Online reviews impact sales and can make or break your reputation or brand. That applies equally to retailers, contractors, dentists and plastic surgeons. In fact, 88% of consumers say they trust reviews as much as personal recommendations. As a result, reviews have become a critical part of local SEO and enterprises large or small must have a reviews strategy. During this webinar, Rio SEO, the Local Search Association and U-Haul‘s discussed best practices and how marketers can more efficiently monitor, engage and respond to customers online.
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Webinar: Elements of an Effective Local Reviews Strategy
- 1. ELEMENTS OF AN EFFECTIVE LOCAL REVIEWS STRATEGY
- 2. Today’s Presenters Elnora Cunningham Elnora Cunningham – U-Haul Tyler Ludwig Director of Enterprise Solutions – Rio SEO Follow along! Live tweeting @Rio_SEO #RioSEO @Rio_SEO | #RioSEO
- 4. Chicago | April 30 – May 2 www.theLSA.org/LSA18 LSA18: The New Local Marketplace @Rio_SEO | #RioSEO
- 5. View Past Webinars @Rio_SEO | #RioSEO
- 6. The State of Reviews & Why They Matter @Rio_SEO | #RioSEO
- 7. The Review Boom @Rio_SEO | #RioSEO
- 8. The Local Review Landscape @Rio_SEO | #RioSEO
- 9. Major factor in local SEO success Influence on purchase behavior Customer service opportunity Local business intelligence/insight Benchmarking Why Local Reviews Matter @Rio_SEO | #RioSEO
- 10. “If you aren’t focusing on a review program and working on testing how to get keywords, cities etc. in reviews, you are gonna be far behind.” Local SEO Guide’s 2017 Local Ranking Factors “The overall trend is clearly moving towards businesses who are investing time and energy into their review strategy. Reviews = trust and increased CTR.” Colan Nielsen, Sterling Sky Inc. “Despite the fact that proximity is now considered a top ranking signal, reviews will continue to be a heavily weighted local ranking signal.” Chad Klingensmith, Rio SEO Local SEO experts agree… @Rio_SEO | #RioSEO
- 11. What We’re Seeing for Reviews
- 12. The Various Review Types 3rd Party Reviews Google Facebook Yelp TripAdvisor More depending on industry 1st Party Reviews User surveys Collection of reviews on-page Owned and controlled by the brand @Rio_SEO | #RioSEO
- 13. Review Velocity is Increasing - 2017 Metrics @Rio_SEO | #RioSEO
- 14. Review Volume by Category - 2017 Metrics @Rio_SEO | #RioSEO
- 15. Review per Location & Score - 2017 Metrics @Rio_SEO | #RioSEO
- 16. What Has Changed? Crowdsourcing Data Local Guides User reviews 3rd party data sources @Rio_SEO | #RioSEO
- 17. Review & Content Generation Gamification of user feedback Local Guides are encouraged to: Add reviews Add, remove or share photos & videos Add missing places to the map Mark a location temporarily or permanently closed Edit business information Potentially overwriting brand details @Rio_SEO | #RioSEO
- 18. Driving Conversions with Local Actions “Low in the funnel” KPIs Clicks to call Clicks for driving directions Contact form fill FB comment expressing intent *Bing showed no conversions *iOS/Apple Maps can’t be measured directly Local KPI Case Study https://www.getfivestars.com/blog/case-study-key-performance-indicators-local-digital-marketing/
- 19. Website Action Sources 25% of local actions occurred on the brand’s site Conversions driven by external sources Google continues to be the dominant source of traffic Local KPI Case Study https://www.getfivestars.com/blog/case-study-key-performance-indicators-local-digital-marketing/
- 20. Google Has Become Your Mobile Homepage 70% of direct pre-sale actions took place on Google 92% of website actions were referred by Google In effect, Google is responsible for 93% of all local actions “In this new reality your website is just a data source, one amongst many, that feeds the Google results.” - Mike Blumenthal Local KPI Case Study https://www.getfivestars.com/blog/case-study-key-performance-indicators-local-digital-marketing/
- 21. Identify the Impact of Reviews on your Business 3rd Party Reviews Utilize reporting to show volume & trends Identify your customer sentiment Compare traffic and conversions as a result 1st Party Reviews Collect reviews beyond directories Incorporate moderation techniques Publish reviews to your local pages Lift from user ratings in organic results @Rio_SEO | #RioSEO
- 22. Identifying User Actions to Showcase Value Google My Business Insights Total views by source Search views Maps views Clicks to Call Driving Directions Clicks to the Website Impact on ROI Compare to average order values Conversions up or down? Compare against review ratings @Rio_SEO | #RioSEO
- 23. Building a Strong Reputation Process and Team Who “Owns” the Process Customer service Operations Social media Define Your Workflow Alerts and distribution to the team Internal processes for response Identify and track progress internally and online Generate More Reviews Make online review links accessible Include links within email campaigns 1. Define the team 2. Define the Process 3. Report & Generate @Rio_SEO | #RioSEO
- 24. Key Takeaways
- 25. Key Takeaways Develop a measurement plan (with reporting, insights, sentiment) Create a reputation team to respond to and nurture reviews Instill a process for managing a high influx of reviews Encourage consumers to respond or leave reviews Track progress internally and measure how reviews affect the business @Rio_SEO | #RioSEO
- 26. Q&A www.rioseo.com | 858.529.5005 | @rio_seo | #rioseo Schedule a listening session today! @Rio_SEO | #RioSEO