Customer reviews aren’t just trust signals for your customers — they can also provide potential SEO ranking boosts when used effectively.
“They [reviews] build trust in your brand,” said Kyra Sammis, customer success manager at Trustpilot, during her session at SMX Next. “Reviews are an opportunity for anyone familiar with your brand to publicly share what they love about your products, services and customer experience. Having reviews publicly available conveys that you’re safe to do business with.”
Featuring reviews — even if they’re bad reviews — is vital for brands wanting to build customer trust in today’s competitive SEO landscape. And with 53% of all trackable website traffic coming from organic search, marketers would be wise to capture some of that share with customer reviews.
“Reviews are a powerful marketing engine in their own right — they’re a way to build trust in your brand,” she said. “You can turn that brand trust into measurable ROI through increased web traffic sales and revenue.”
Here are five ways Sammis says marketers can help boost their rankings by leveraging customer reviews.
Emphasize off-site SEO
“Off-site SEO describes any actions you take to build up a digital footprint outside of your actual website,” said Sammis. “Whether it’s building credible backlinks to your page, staying active on social media platforms or even creating a profile on a third-party review platform.”
“Most businesses have an on-page SEO strategy to help with organic search,...
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