The world of Reviews and Review Management
The web has accelerated the rate of change in the business world to an extent that would have been unthinkable just twenty years ago. Companies that took decades to grow have withered and died. Businesses that no-one had heard of a generation ago now bestride the world.
And the world of reviews is no exception – ten years ago they hardly existed, now there’s barely a business on the planet that hasn’t been reviewed somewhere on the web. Here we bring you right up-to-date with what is happening and what strategies your business will need to adopt to stay abreast of all matters review related for the foreseeable future.
Review websites – yesterday’s solution
Mostly founded in the last ten years, these sites are already becoming last years’ news. From Yelp to Feefo, from TripAdvisor to AllAgents, changes in the way your customers consume information on the web have changed to leave these sites wallowing – mostly – in Google’s wake.
It’s all about mobile…
Just stop reading this for a moment and search for your own business on your phone. That’s how 70% of your customers are finding you. So how you look – and what appears there when you search – are critical.
And it’s there that you should be looking great. In every way you can. And that means reviews:
- reviews on your site
- reviews on Google – in the Google box and in natural listings
There’s no point in looking great on a website that does not appear in these two searches:
- A search on your business name [XYZ estate agents]
- A local search on your business type [estate agents in ‘location’]
Some will say “But we look great on – [insert name of independent review site]
But what’s the point – when all that shows are Google reviews – and Google ratings?
So it’s our own website and Google – and Facebook once we have cracked Google – that matter?
The consumer journey is so simple now:
- Google the business – or type of business – and read reviews
- Be impressed by those reviews enough to go on to visit the business’s own website
- See more great reviews – make contact
So where does Review Management come in?
Review management in its simplest form enables you to:
- display independently verified reviews on your website
Without independent verification your reviews revert to the status of testimonials – and lose that crucial credibility in the eyes of consumers.
A professional review management system should allow you the opportunity of addressing potentially inaccurate or misleading reviews before they are published.
It should incorporate a mechanism to make it easy for your customers to go on to copy their review across to any third-party website (currently Google, of course*).
Professional review managers should provide advice, training and assistance in:
- drafting responses to negative reviews – on your own site and anywhere else – Google or TripAdvisor, for instance
- drafting responses to positive reviews – essential if you are to impress potential customers
- managing your G+ page(s) and account(s)
- managing accounts with other review mechanisms – TripAdvisor, Facebook or Yelp for example
- appealing negative reviews on Google – including having a thorough knowledge of Google T&Cs and communication channels. Drafting the appeal and managing it through to conclusion
- appealing negative reviews on other platforms, such as TripAdvisor and Facebook
- monitoring external review sites for future relevance
- monitoring Google for changes in their algorithm*
HelpHound incorporates all the above – and more. HelpHound are the Review Management professionals: if it relates to reviews and how to use them in generating business HelpHound is here to help and advise.