Wednesday, August 15, 2012

Online reviews

Every business tries to get listed on the first page of the search. One of the many criteria in ranking companies is not as obvious as most, and that is to have a lot of reviews for the business. Even if there are a few not-so-great reviews mixed in, it still helps. The more people talk about your business, the better.

Every time you complete a sale or finish a service you should send something to your client. Whether they bought a publication, took a class, purchased some of your inventory or used your service, it is important to thank them. Non-profits use this technique all of the time. When you thank someone for a donation, they are more likely to donate again. The same holds true with your business. When you thank someone, they are more likely to buy again.

When you send the thank you, include a request for a review. This is especially important for your favorite clients or customers. When using Google Places and Yahoo Local, you can write a review for a business. Yelp is a site specifically for writing reviews. If you think people will have a hard time finding out where to put their review – find it for them. They may be willing to write a review, but they are not going to spend a lot of time searching around for the place to do it. Give it to them and make their life easier. All they have to do is click a link and they are right at the review page.

The length of reviews really does not matter. I usually only read the first paragraph or two. Usually after that, I’ve lost interest and it’s on to the next review. You can tell your clients that a brief review is fine. They do not have to write a complete essay about your business.

We all have clients who, at one time or another, are not happy with us and post angry reviews. Do not try to counterbalance that and trick the search engines by writing your own reviews! They can tell where the website’s ISP address is registered. In other words, they know it is you. Spooky, isn’t it? You can however, with most search engines, respond to reviews.

Your blog is a whole different ballgame. You can do whatever you want there, and that includes deleting comments you dislike. Some people may get a glimpse of the comment before you delete it. When logged into the blog, it too knows when you are commenting so be careful what you post.

On Facebook, you can remove unwanted comments, but when they are posted, they go out to everyone who likes the page. While it doesn’t stay on the page once you take it down, it has been sent and most likely seen by some people. 

Obviously, the idea is to make all of your customers happy. Remember to always thank them. The happiest will tell their friends. If you can get people to post their favorable reviews on social media as well as write a review for one of the search engines, that is the best result you can imagine.

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