Online reviews are an essential factor in increasing local search visibility and shaping consumer decisions. As a leading listing management provider, we understand the critical importance of managing clients’ reputations on the platforms that matter most. A significant part of this process is the ability to monitor reviews and provide timely responses. But why are online reviews so crucial for your business clients?
The Benefits of Online Reviews for Local SEO
According to Google, local search results are primarily determined by three factors – relevance, distance and prominence. The third of these factors, prominence, considers how well-known a business is, the Google review count and review score. When determining prominence, famous brands might benefit from name recognition (where local companies might not). Local businesses can instead rely on the quantity and sentiment of reviews published on trusted platforms.
The trust and credibility that Google and other search engines are looking for also determines how audiences respond. For example, if a business has a significant number of low star ratings or a limited number of reviews, users are more likely to choose a competitor. Low click-through rates signal to Google that the page is not a good match for the search query, and it will struggle to maintain a top search placement.
And relevance (as a local SEO factor) also plays its part here. When consumers add reviews to Google Business Profile (GBP), Yelp, Bing Places for Business and other authority platforms, the feedback often adds context to a business. Everything from product mentions to location references could potentially offer relevance, thus adding benefits for local SEO.
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