After star ratings, review quantity is the second most important factor in forming a consumer’s opinion of a business. Most people feel comfortable with businesses that have at least 7 to 10 customer reviews 4 . Okay, so just stack up 7 positive reviews and you’re golden, right? Not necessarily.
Credibility and relevance go hand in hand: a whopping 69% of customers agree a review must be written within 2-3 months to be considered relevant.
Not only do customers prefer active review pages—Google does, too. Google ranks web pages by degrees of freshness 5 . Queries about upcoming or recurring events require constant refreshment, as do searches for frequently fluctuating updates like“best washing machine”or “Fiat 500 reviews”.
Due to Google’s preference for freshness, review signals are now the second most inﬂuential factor in SEO. “Review signals” include not just quantity and freshness of online reviews, but several additional elements:
Review velocity: How quickly your business is accumulating reviews, both on each site and overall
Review diversity: The number of third-party sites(not Google-owned) you have reviews on, as well as how many reviews are on these sites
Authority of third-party sites: Google bestows some review sites with greater authority than others
Volume of testimonials in reviews: There views used in rich snippets--these are the star ratings that show up beside your business in search results
Quantity of Google Maps reviews: Reviews originally posted on Google Maps, where Google’s reviews ﬁrst started
Relevant keywords: Keywords related to your product or service are helpful in moderation–don’t go overboard with stuﬃng or it’ll come back to bite you
Quantity of authoritative reviewers: Posts from reviewers who are more established on certain sites have more authority
To find out more about the power of reviews and how Big Volcano Creative & Digital Marketing can help your business grow, download a copy of our eBook, or contact us for more information.