We hear businesses on a daily basis assume that the majority of reviews online are a result of customers having negative experiences. The truth is, only about 20% of customerswill post a review after a negative experience, and about the same would submit a review after a positive experience. The majority of negative shopping experiences are actually never recorded and fall on deaf employee ears. While this is good news to most storefronts, the problem is that negative feedback, in fact, helps a business improve operations, retain customers, and avoid repeated mistakes. Without knowing what is turning customers away, the result could be more, negatively, powerful than having 5 stars for all of your locations.
With Facebook adding starred reviews at the end of 2013 and partnerting with Factual recently to include millions of more store pages, we knew a local search portal was not far away. Although it has been live for close to a month, Facebook has yet to promote their new local search engine (https://www.facebook.com/services/) to the mass public. While this first beta version is available on desktops, it has yet to take the jump to mobile devices. Its features and UI are strikingly similar to other local search giants like Yelp, TripAdvisor, and Google… and has even been hyped the “Yelp Killer” by a few online articles.
Recently Twitter announced that there will be new search filters implemented on the desktop version of their website. According to Search Engine Journal, users can easily restrict their searches to show only photos, videos or news, just like they can on Google. They can also filter their search to show only results from people they follow or from people near them, which is the most important (in our opinion). This is very good news for businesses! They can put their local SEO strategies to good use on yet another social media platform.
Lately SEO for local search has been in a state of near constant change. Now that Google has rolled out recent interface changes and launched Hummingbird, the emphasis is being put on the breadth of your website instead of mainly being keyword focused like we’ve seen Google prefer in the past. In terms of what this means for local search - your company’s use of social channels should now be considered an asset whereas it used to serve as simply another outlet to push out content.
Fake it till you’re behind bars. That’s the new saying these days. When it comes to online reviews, that seems to be the business model for far too many companies lately.
Topics: Google, CNN, Local Search, Local SEO, New York Times, Online Marketing, Online Review Management, Reputation Management, Reputation Monitoring, Review Management, Review Monitoring, Uncategorized