In an era where consumers are used to conducting extensive research before choosing a store or service provider, the importance of review management and monitoring is increasing. What if there was a way to present your customers with the information they need to make a decision at the perfect time?
That is where native reviews come into play. Unlike so-called third-party reviews on sites like Yelp, TripAdvisor, Facebook, and others, native reviews are first party reviews, meaning that they are hosted directly on your website. The benefits of native reviews range from increasing your local pages’ SEO presence to giving you the ability to curate customer reviews and use them in a creative way.
What Are Native Reviews?
In 2016, Google updated its review guidelines and released “Reviews from the Web” on organic search, pulling customer reviews from third-party sites into the Knowledge Panel and displaying user-generated content. Implementing native reviews into branded local pages reinforces brand authority within Google search results.
Native reviews, if implemented properly, are displayed in search engine results where they can increase website visits and conversions. Want to see how native reviews can work for your brand? Learn how Brandify increased local page views by 50% for an enterprise brand.
3 Benefits of Native Reviews
• Native Reviews Increase Online Visibility
It’s no secret that Google values user-generated content (UGC); this has been confirmed by Google’s John Mueller during an AMA. Native reviews offer a great way to add freshly created content from customers on your pages, which will, in turn, cause those pages to be indexed and crawled more frequently.
When your customers write reviews, they will tend to naturally sprinkle in terms and phrases that call out details of your products and services. Google looks at those terms, especially the ones that occur most frequently, as signals for what kinds of searches your content should appear in. So the more people writing about the details of your business, the more opportunities you’ll have to appear in search.
Consider, for example, that a customer reviews an eye cream and writes, “This eye cream is perfect for those with bags under their eyes. It boosts and increases collagen production! After two weeks, I found that my fine lines were greatly diminished and the product lasts forever. So, if you’re looking for an eye cream that fights wrinkles, I highly recommend it!” Key phrases like “bags under the eyes,” “increases collagen production,” and “lasts forever” are just the ones this product’s manufacturer wants to rank for, and reviews that discuss these topics will increase that likelihood.
Not only that, but reviews are a great source of honest customer feedback. You can learn what customers like, or don’t like, about your services and implement improvements as a result.
Tip: Read the reviews that your customers leave to better understand their pain points. From there, you can craft compelling copy that addresses their concerns and further expand on the solution that your product is able to deliver for them.
• Native Reviews Boost Conversions
A study conducted by The ROBO Economy showed that 82% of smartphone users consult their phones about purchases they are about to make in a store, while 45% read reviews before making a purchase. Wouldn’t it be in your best interest to ensure that they are able to find relevant reviews on your page?
Native reviews convert website visitors into customers. 91% of 18-34 year old consumers trust online reviews as much as personal recommendations.
For example, a consumer is looking for a new pillow and sees “87% of reviewers recommend this product.” The consumer would be more likely to purchase the pillow that has been recommended by others, compared to a product page that does not have any reviews.
Product pages aren’t the only landing pages that benefit from native reviews, Local landing pages can also reap the benefits when they enable reviews.
Buyers factor in price and quality before making a purchase, but these aren’t the only factors they consider. Customer service is important as well. In fact, 62% of B2B and 42% of B2C customers purchased more after a good customer service experience. Locations who are able to showcase their high ratings due to customer satisfaction are able to amplify their in-store traffic and may persuade buyers to visit their store instead of a competitor’s.
• Native Reviews Allow For Content Repurposing
By allowing customers to leave reviews for locations and products, you’ll be able to gather reviews and repurpose them for other marketing purposes. The best part? You have full control over the reviews and can select the ones that you believe best promote your products or services and choose which channels to display them on.
Please note that according to Google, you should not prevent negative reviews from appearing in any list of reviews you may publish on your local landing pages. But you can choose which reviews to highlight elsewhere in your marketing.
Having access to high quality, curated reviews ready at your fingertips allows you to showcase them on your social media profiles, highlight them on your website, or even compile them into a video to promote in ads.
Here are some creative uses for reviews from other brands
• Monday.com highlights customer reviews on their website and pop-ups
Monday.com highlights reviews and uses them to generate social proof, which is especially powerful seeing as the evidence is from their target audiences' peers. In fact, a study conducted by Nielsen revealed that “70% of people will trust a recommendation from someone they don’t even know.”
If that’s not enough, they also emphasize a customer review in their website pop-up and casually mention that this particular customer has been with the company since 2014.
• HiSmile uses customer reviews along with eye-catching images to attract their target audience on social.
With over 1.4 million Facebook followers, HiSmile is no stranger to using social media to grow their business. Upon scrolling through their feed, you can see that it’s filled with engaging videos and high-quality photos that are meant to capture their reader's attention and stop them mid-scroll.
The Facebook post above works extremely well because it acknowledges some concerns that potential customers may have regarding their product.
Advanced Tip: Make those reviews into an animation using tools like Adobe Spark, Premiere Pro, Ripl, Canva or more!
• Rent The Runway uses reviews to connect to different audiences.
Rent The Runaway compiled different reviews from different women and added it to their “Plan” page, a page where you can view the benefits of joining their service. The women featured have different styles and call out different reasons for subscribing to Rent The Runaway.
Want to see how Native Reviews can work for your brand?
Brandify location pages provide contextually relevant information for consumers and search engines alike. We use Schema markup to ensure Google indexes important local content. We integrate first-party reviews and help you capture new prospects. Our SEO experts are with you every step of the way to ensure optimal performance.