As Google continues to refine its definition of quality content, webmasters keep looking for more ways to produce content that is beneficial for SEO and useful for customers. One thing that is becoming more important than ever for SEO is the customer review.
Type any major product or brand into a Google search bar and you’ll probably see the yellow stars of one or more consumer reviews on the right-hand side of the SERP. That’s one piece of evidence that Google is placing more importance on customer reviews these days. Another is Shared Endorsements, a new Google+ feature that will show reviews from people in your Google+ circles when you search for a product or service they’ve reviewed.
Why you need more customer reviews and customer engagement
The shining reviews and glowing testimonials that can win you higher search engine results and more customers are a result of good customer engagements. Customers feel more loyal to your brand if you interact with them regularly and positively, and happy customers are more likely to recommend you to their friends and family.
They’re more likely to be repeat customers as a result of that positive engagement, too: CRM magazine reported that 70% of Americans are fine with spending an average of 13% more with companies they believe provide above-average customer service.
Even when a customer service misstep occurs and a customer is unhappy, there is a hidden opportunity to have a good customer interaction. You may even be able to turn that customer into one of your biggest fans simply by promptly and courteously resolving the problem.
How to increase customer engagement and get more customer reviews
There are several ways to be more in touch with your customers: You can engage your customers by responding to their compliments and complaints on social media sites. You can (and should) provide an easy, obvious way for happy customers to submit product reviews and testimonials after the transaction.
You can also create a Google Alert for your company name, so you know when you need to respond to a negative review or media mention. And of course you should monitor your blog for comments that need a response.
Some other ways to increase your customer reviews:
Put “Review” buttons prominently on your site to make them easy to find and use.
Ask your best customers for testimonials. Some customers will be interested in seeing their reviews or testimonials published on your site, but may need to see examples written by others — so be ready to supply those examples..
Ask for reviews on your Facebook page and other social media..
But don’t just limit your interactions to blogs, social media, phone calls or emails. More and more customers are using mobile apps to purchase products, and about 78% use mobile apps for customer service interactions. So go wherever your customers are and you’ll enjoy better engagement, more organic interactions, better SEO as Google takes notice of those glowing reviews, and — ultimately — more conversions.