google &reviews: everything you need to know
TRANSCRIPT
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The session will begin shortly.
Google + Reviews:Everything you need to know
Welcome to today’s webinar:
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Joe GiarratonoTeam Lead, Account Management
Trustpilot
Today’s Speakers
Ada PallyVP of Client Services
3Q Digital
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Questions?
● Use the “Questions” pane on the control panel to ask any questions throughout the webinar
● We’ll answer questions as they come, at the end of the session, and via email
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Agenda
Quick Intro to Trustpilot & 3Q Digital
The Why & How of Reviews in Google
Where do Reviews Show Up in Google
How to get Ratings & Reviews in Google
Leveraging Reviews to Optimize Marketing
Questions
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Who is Trustpilot?
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Why does Trustpilot Exist?
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– Quick FactsTeamA dedicated, 200-member team of innovators, entrepreneurs, data junkies, and growth agents.OfficesTeam members throughout the nation with offices in San Francisco, San Mateo, New York, Chicago, Vermont, Raleigh, Austin, and San Diego.Partners$1/2 Billion under management globally. Strong relationships with the networks - inclusion in Alphas & Betas and special client events.MissionTo drive relentless, sustainable growth and innovation for our clients.
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Full-Service Digital AgencySEO
Mobile
Digital & Business Strategy
Creative
Decision Sciences
Creative Services
Display Media
Paid Search & Social
Content/Native
DIGITALMARKETINGSOLUTIONSConversion
Rate Optimization
Channels & Devices
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3Q Digital – Client RosterSaaSFinancial
ServiceseCommerceConsumer Internet B2B Tech
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Trustpilot is a
Google Review Partner
● Google recognizes Trustpilot as a trusted source of transparent, legitimate customer reviews
● Google uses Trustpilot review data to provide insight to searchers to make more informed buying decisions
● Trustpilot feeds both seller reviews and product reviews to Google for absorption into their search results
What does that mean?
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Disclaimer● Only Google
controls Google
● Google can adjust its algorithm at any time
That being said...
All of our recommendations and best practices are in compliance with Google regulations.
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The WHY and HOW of Reviews in Google
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Google + Reviews
Why does Google like reviews??● Because consumers do!
○ Consumers use reviews to make offline & online buying decisions
○ Review provide a better user experience for consumers
○ Google’s goal → more consumers use Google for shopping
● Checks & balances on businesses showing in search○ Prevents businesses from simply “buying your way” to traffic
○ Helps ensure good companies win13
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Google + Reviews
Why do reviews help search marketing?
?● Consumers use reviews to shop
○ Ratings & reviews build credibility in minds of consumers
○ Consumers have come to expect & demand reviews
● Consumers trust reviews more than anything else○ Consumers don’t trust traditional advertising
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Google + Reviews
How do reviews & ratings boost search performance??
Increased credibility
More pagereal estate
Differentiate from competitors
Stand out insearch results
Positive brand reputation
ImprovedCTR & conversion
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Google + Reviews
?● Sharing reviews on your website
○ Google loves unique, relevant, fresh content
○ Can help boost organic search rankings
● Adding reviews to search landing pages○ Reviews can boost the conversion of landing pages
○ Google uses things like bounce rate as an element of Quality Score, so higher converting pages can perform better in PPC
How do reviews & ratings boost search performance?
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Where Do Reviews Show Up in Google
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Organic Search Results
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Organic Search Results
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Organic Search Results
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Organic Search Results
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Paid Search Results
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Paid Search Results
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Google Shopping Search Results
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Google Shopping Search Results
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Recap
Organic Listings Paid Listings● Your Trustpilot.com profile page
(with rich snippets!)● Your Company Knowledge Graph● Your website (with rich snippets!)● Your product pages (with rich
snippets!)
● GSRs in your AdWords ads● Product Ratings in Product
Listing Ads● Seller Ratings & Product
Ratings throughout Google Shopping
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How To Get Ratings & Reviews in Google
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Reviews in Search
KEEP COLLECTING
REVIEWS
1.● Google likes relevant, fresh content
● If you want to make (and keep) your review content appealing, keep those reviews coming by consistently inviting every customer to leave a review
● Proactively collecting reviews is critical to achieve and maintain a great average rating
● Quantity matters - build up reviews in one place!
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Organic Search Results
2.● You can now become eligible for Rich
Snippet stars when non-product pages of your website rank in organic search by marking up seller reviews on key pages (i.e. your Reviews page)
● Rich snippets have been shown to improve organic CTR by up to 30%
● Super easy to implement, see stars in search results in as little as 24 hours
● Markup on your homepage can also help connect reviews to your Google Knowledge Graph
MARKUP SELLER REVIEWSFOR RICH SNIPPETS
Ask us about our new Rich Snippet
Trustboxes for Seller Reviews!
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Organic Search Results
3.● Become eligible for Rich Snippet stars
when product pages of your website rank in organic search by marking up product reviews on your product pages
● Sharing the reviews in a crawlable format can also help boost organic rankings
● Product reviews are more trusted than product descriptions → they increase conversion!
● Rich snippets have been shown to improve organic CTR by up to 30%
MARKUP PRODUCT REVIEWSFOR RICH SNIPPETS
Ask us about our SEO Trustboxes for Product Reviews!
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Paid Search Results
GOOGLE SELLER RATINGS4.● GSRs are an automated extension that
let consumers know which advertisers are highly rated for quality service
● GSRs have been shown to improve your ad’s click-through-rate by 17% on average
● Improved CTR can boost Quality Score, which can help lower CPC
● To qualify: ≥150 reviews in the past 12 months; ≥3.5 star rating
● Ratings also display in Google Shopping
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Paid Search Results
PRODUCT RATINGS IN PRODUCT LISTING ADS5.
● Product Ratings display in Product Listing Ads (PLAs) in Google Search and in Google Shopping for products you sell
● Product Ratings in your PLAs can improve CTR by 10-15%
● Improved CTR can boost Quality Score, which can help lower CPC
● To qualify: ≥ 3 reviews/product; ≥50 total reviews 32
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Third-party Review Partner
CHOOSE THE RIGHT REVIEW PARTNER
6.● Google partner for seller and product reviews
● Open review community with strong domain authority
● Trusted review community (Google Knowledge Graph!)
● Latest & greatest review integration technology → maximum benefit
● Protection against fraudulent reviews
● Easy review-leaving experience = more reviews
● Opportunity to respond to reviews 33
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Other Ways to Leverage Reviews to Optimize your Marketing
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Landing Pages & Display Ads
Challenge:traffic was up, but difficulty converting prospects to inbound leads
Tactic:put reviews all over website & display ads
Results:retargeting conversion increased 38%inbound calls increased 17%form completions increased 9%conversions increased 12%revenue increased 13% 35
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Landing Pages & Emails
Challenge:new product category & brand,very low conversion rates
Tactic:add reviews to landing pages, home page, and email marketing
Results:landing page conversion increased 15%download conversion increased 4%email marketing conversion increased 1%
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Homepage
Challenge:invested in traffic, but not showing consistent conversion
Tactic:add ratings & reviews in areas that have high bounce
Results:conversion increased 7%total revenue increased 14%
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RecapOrganic Listings What you need to do
Your Trustpilot.com profile pageYour Company Knowledge Graph
Collect reviews consistently and Google will index and display this data automatically
Your website (with rich snippets!) Markup your seller reviews on key pages of your website
Your product pages (with rich snippets!)
Markup your product reviews on key pages of your website
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Recap
Paid Listings What you need to do
GSRs in PPC ads & Google ShoppingCollect reviews consistently so you can meet and maintain the 150 review threshold
Product Ratings in PLAs & Google Shopping
Collect product reviews consistently so you can meet the 3 reviews/product, 50 total threshold
Make sure you are collecting reviews through a Google-
approved community!
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Hit us up!We are the experts.
Any questions about making these tactics work for your business?
Bottom Line:
Collect reviews consistently, from all customers.Leverage them to accelerate your search programs!
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Questions?
??
?
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