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I’m sure this stems from cracking down on spammy SEO tactics, but nevertheless, this is going to affect the SERP and in turn, change the way that we approach clients with on-page tactics. I would cite review management as most critical to influencing both on-and-offline consumer behavior. Searchers dwell for minutes (hours?) at a time on both positive and negative reviews. They definitely utilize reviews to inform their buyer’s journey.
Trying to get my clients to use GMB Posts, respond appropriately to GMB reviews, and to pay attention to GMB Q&As. Reviews are the one part of local SEO you can never exhaust or see diminishing returns on. They’re the one part of your marketing you can always improve, and where you’re never “good enough.” Your GMB, citation, and on-site work taper off after a while. Strictly in terms of big dumb rankings, links matter more than reviews do.
More importantly, reviews have become more mainstream for consumers to use to evaluate a prospective business and determine if they want to visit that establishment. Overall, Google seems to be adding more value and authority to factors that aren’t in our control such as links, reviews, and user engagement metrics.
So, reviews remain front-and-center for me this year, as they have for several years. Anything that influences the way that a business is presented in the SERPs is something that we are focused on. Mainly optimizing page title tags and meta descriptions for CTR. Also, any type of schema that influences the SERPs such as marking up reviews and price range.
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Reviews have become so much more important over the last few years and this trend is not going to change any time soon. Google knows this and although their review filter is not great at catching spam reviews they are going to continue to improve this and make reviews an increasingly larger component of the local algorithm. Whether the increased ranking is due to review volume, keywords in review content, or the increased clickthrough rate those gold stars yield, I doubt we’ll ever know for sure. Native reviews on GMB still have a high impact on ranking. Reviews (along with an owner’s response) show that consumers trust a business, and trust is a foundational factor in ranking.
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If it is automatically deleted in a reasonable amount of time or the app allows users to manually delete their own data, we award a star. Businesses need to actively manage, respond, and cultivate their customer reviews now more than ever because people use them as a trusted source and may even decide not to transact with your business based on something they read online.
However, with links you only need to do better than your competitors — links won’t pay your bills. No customer ever picked a business because of its links. Google has forced us to focus largely on their own local product instead of on local business client websites.
I include reviews when referencing GMB, because they are part-and-parcel of that consumer experience. So, for me, if there was only one factor to focus on, it would be full GMB management, including the whole ecosystem of review management.