One of the most effective tools in your e-commerce strategy tool bag is cultivating the star reviews generated by search engines and other review sites. Instead of pouring thousands into SEO to increase your organic search traffic, you may be better off investing your resources into improving customer service. Doing so will boost your ratings, which will increase your search engine result standings, and organic traffic to your site.
An assessment of search result factors by Search Engine Watch found that reviews constitute about 9.8 percent of a total search engine’s website ranking. While that is less than on-page, link and external location signals, it is not a factor to ignore.
If you are consistently scoring high ratings while your competition is not, you can easily gain a 10 percent edge over them. Since the first result for a search on Google gets 33 percent of the clicks, the slightest edge can result in disproportionately large traffic increases.
3 Benefits to Optimizing for Client Reviews
Attracting positive online reviews helps in three ways.
1. First, it drives your search engine ranking up. Google loves to display highly rated, authoritative websites. And when people search for your ratings and click on the result, that is a signal to Google that you should rank higher for that particular search term.
2. Second, e-commerce reviews are new, organic, and user-generated content that is created using language similar to that of your target audience. Thus, they generate additional traffic in the form of searches for long-tail keywords. They also drive social media conversation around your brand, increasing brand recognition and traffic.
3. Third, they affect how you are displayed in a search engine. Google now shows ratings and reviews directly on search result pages. These ratings, determined by third-party sites, are helpful to prospective clients deciding whether to trust a product.
Creating a review system that works
While many e-commerce systems have functionality to create and manage reviews, they fail to provide everything you need to operate an effective process for your site. A full-fledged system includes:
- The ability to solicit the review shortly after the customer receives the product
- Omni-channel features to solicit reviews for in-store purchases
- Separate store reviews and product reviews
- Offsite publishing of reviews to allow a third-party perspective for review readers
- The ability to manage feedback and respond to customer issues
Over the years, there have been many qualified players in this space, with Google recently converting its trusted store program to Google Reviews. At the 2017 Internet Retailer Conference this year, there were many players in the space –a testament to its ongoing importance in the e-commerce space.
Some of the review systems you might want to consider are:
- Google Reviews (free)
- ReviewBox and many more.
Regardless of the functionality and comprehensiveness of the review system you choose, your company must commit to making customer service a priority. If you would like to fine-tune your customer experience with the power of a great website and support for feedback, Xumulus offers just what you need to get started.
For more about our solution and how it can help you optimize your e-commerce ratings strategy, visit Xumulus online today.
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