At AllTrips, we like to talk about reviews to our Digital Marketing clients. We might even get on your nerves a little bit about it. We dedicate a section of our monthly reports to reviews and discuss it in strategy meetings. Here’s why online reviews are important:
1. Customers Read Them.
According to a recent study, there’s a big disconnect in the way small business owners and customers view online reviews. Only half of small businesses believe that online reviews are important. Ninety percent of their customers, on the other hand, are influenced by positive reviews. Let’s close the gap. Attention small business owners: reviews are important and they influence your customers. 79% of people trust online reviews just as much as personal recommendations.
We would even argue that online reviews can be more important for travel-oriented businesses than word of mouth. You may have visitors that don’t personally know many people who have visited your area, and they will rely on online reviews to do their research and make their decisions. Did you know that TripAdvisor sees 23 million visitors per month? Those visitors are looking for your business, and they want to read plenty of reviews.
2. Online Reviews Really Help Your SEO and Local Search Presence.
Just search for something on Google and you’ll see how reviews impact the search results. Google displays reviews and ratings prominently on all relevant search results pages, including regular Google search and Google Maps. You may have noticed the Google carousel – many areas have it. It has been shown in multiple studies that the listings on the carousel are directly impacted by number of reviews and average rating. Want your property to show on the carousel? Get plenty of reviews. Reviews are also a big part of mobile search, and mobile search will only continue to grow.
Google isn’t the only place to get reviews, though. Search engines pull in your reviews from elsewhere. For example, Bing searches will show your TripAdvisor reviews. Having a good review profile across many sites is important and will boost your SEO.
3. Reviews Help People Make Purchasing Decisions.
Just like your blog posts, reviews help customers get an inside look at your business. People (mostly) know what they want in a vacation. Reading reviews helps them determine if your business is a good fit. If you’re a lodging property, one of the last things you want is someone cutting their reservation short because your property isn’t what they expected.
As a small business owner, you are passionate about what you do. You want people to enjoy their vacation and have a great experience! Having accurate reviews helps paint a picture in the customer’s mind of what an experience with you might be like.
Hopefully, we’ve shed some light on why we recommend that you encourage reviews so much and why they are important.
Don’t Forget – Keep following along as we share more tips about our Digital Marketing Services.