Online reviews from customers and clients strongly affect online marketing efforts. Unfortunately, disgruntled or unhappy customers are more likely to leave reviews than are happy and satisfied customers. Therefore …
Take time to build an authentic and reliable review base.
1. Respond to negative reviews. Here’s what Google says about response:
Check the tips on this page for Online Hotel Reputation Management.
Note that at least one reputation management specialist says STOP – don’t fuel the fire behind a negative review. Reach out to the reviewer directly, and try to resolve the issue in private. See, the Darker Side of Reputation Management; and 7 Tips to Getting Positive Online Reviews.
2. Create a review page – make it easy for customers to leave reviews.
Create a page on your website, with links to your business listings. This page can be either listed or unlisted in your menu options. Consider creating a business card with a link and a QR code that takes customers to your review page.
Don’t rely on reviews on a single site (e.g., Google, Yelp, etc.). Let customers choose where to leave a review.
3. Add a review form on your review page, with rating scales for various aspects of your business, and a comment form. The data can be added to a testimonials section of your website (see below).
4. Collect authentic testimonials from your review pages, forms, emails, and phone conversations – add these to a testimonials section of your website, for example in the sidebar or in a rotating banner at the top of the page.
5. Create a Google alert using your business name (in quotes), to see where your business is appearing on the web.
6. Hire a reputation management specialist – search online or contact us for recommendations.
Why Reviews are Removed from Listings
Not all reviews will appear on listings pages, and sometimes they are removed. Causes for removal or not appearing include:
- Marked as spam; e.g., contains URLs in the text.
- Marked as a conflict of interest, e.g., by IP address associations.
- Marked as inflated, e.g., if a reviewer ONLY posts positive reviews and no negative reviews
- When a Google reviewer updates their Plus profile, they may be asked to keep or delete their reviews
- Also see: Google Review Policies