using online search to build local sales
DESCRIPTION
Presentation given to small business audience at the Elkton MD Public Library on the value of online reviews for SEO value and to help drive local retail sales.TRANSCRIPT
Online Reviews:Reach more customers!
Customer OpinionsIs at the heart of many new online services
THREE CORE COMPONENTS
General Business Information
#1
Deals, Discounts, Coupons
#2
Customer Ratings & Reviews
#3
Customer Ratings & Reviews
#3
You can control the first 2
1) Get the business info right.
2) Marketing through deals, coupons, etc.
But you can’t control #3
Customer opinions, recommendations & Ratings
You CAN influence the conversation.
Better reviews = better traffic
Many local search engines, local directories and local-social sites use customer reviews as a factor for how prominently they show a business in their results.
Benefits of positive reviews
49% more likely to use a local business having read a positive online review.
In the last 12 months…
Local Consumers Moving Online
70%
30%
Use the Internet to find local businessesUse other means to find local businesses
Your Busines
s?
TIP: Improve your online prominence
TIP: Improve your online prominence
Use online tools to check:
Online reviews & online search
67% of local consumers have read online reviews of local businesses
Read online reviews of local businesses
Tip for local business…
Become aware of how your business is seen
How many reviews do you have?
How many reviews does your competitor have?
Resist the temptation to fake reviews
Local consumers trust online reviews
69% of local consumers trust online reviews as much as personal recommendations.
This percentage jumps among younger consumers – with 79% of 16-34 year olds trusting online reviews.
Tips: Keep track of reviews Start by doing manual searches on Google.
Check back on a weekly basis.
For larger business, use a service like Yext.
www.yext.com
Online Reviews Influence Choices
Tip: Don’t ignore grumblings
It takes 3-10 reviews
Tip: Work to grow your reviews
www.brightlocal.com/seo-tools/review-biz/
Motivations For Recommending
Reliability, Friendliness & Value for Money are the 3 most important business traits that lead recommendation.
40% of customers would be more likely to recommend a business that has a good special offer.
27% of consumers have recommended a local business on Facebook.
Motivations For Recommending
40% of customers would be more likely to recommend a local business if they benefited directly from it.
5 Clear Action PointsSummary
Optimize listing on Google Places, Yahoo Local, Bing Local and the top 20 local directories.
#1
Actively grow the number of positive online reviews
#2
Focus on the core values of good customer service
#3
Make sure you always have a good value special offer on.
#4
Introduce a simple, trackable system that incentivizes your customers to recommend and promote your business.
#5
5 Useful Tools
Run a complete Local SEO Audit of your local business http://www.brightlocal.com/seo-tools/seo-check-up
Check & Monitor Your Local Directory Listings - www.AmIvisible.org
Update your listings on multiple Local Directories - www.ubl.org
Drive more online reviews from your website www.brightlocal.com/seo-tools/review-biz
Keep track of your online reviews www.Yext.com
