How independent reviews influence Google’s trust in your brand
Cultivating user reviews is an integral part of any search strategy, especially for local businesses. Columnist Pratik Dholakiya discusses the impact of reviews and provides tips for where to focus your efforts.
Search Engine Land columnist Kevin Lee recently wrote a post about the prevalence of fake reviews, how they are damaging consumer trust and why it’s a bad move with permanent repercussions to attempt to use them yourself.
The reason for this growing problem is that online reviews have tremendous influence over the purchasing decisions of consumers, as well as the performance of brands in the search engines. Luckily, many major review sites — including Google, Amazon and Yelp — are taking steps to combat the issue.
With all of this in mind, now is a good time to address how to approach online reviews in an ethical way that will produce long-lasting, positive results for brand perception and search engine traffic.