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Online Reviews: The Key To Ranking Higher in Local Searches

Chris Kirksey
Chris Kirksey


Why Online Review are Important to Local SEO
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Online reviews are the contemporary form of verbal endorsement.

What Are Online Reviews?

Online reviews refer to the feedback, opinions, and ratings that customers leave on various platforms such as review websites, social media, and business directories.

Online reviews are considered a crucial local SEO ranking factor, playing a significant role in determining a business’s visibility and reputation within the local search results.

How Are Online Reviews Treated as a Ranking Factor?

Search engines like Google take into account the quantity, quality, and recency of online reviews when determining the ranking of local businesses.

Positive reviews can help improve a business’s visibility and attract more potential customers, while negative reviews can have the opposite effect.

The following are key aspects to consider regarding online reviews and their impact on local SEO rankings:

  • Quantity: The number of reviews a business receives is an important factor. A higher volume of reviews indicates a larger customer base and can improve a business’s visibility in local search results.
  • Quality: The overall sentiment and rating of reviews also influence local SEO. Positive reviews signal trustworthiness and customer satisfaction, whereas negative reviews can impact a business’s reputation, which is why it’s important to have consistent online review management in place.
  • Recency: Fresh reviews hold more weight than older ones. Regularly receiving new reviews shows that a business is active and relevant, which can positively impact its local SEO ranking.

Why Are Reviews Important for Customers?

Online reviews are no longer just a convenience for consumers, they’re an essential part of the purchasing process. They serve as powerful tools that shape consumer behavior and build brand trust.

With 94% of online shoppers admitting to avoiding businesses due to negative reviews, it’s clear that customer feedback significantly influences decision-making processes.

The Role of Social Proof in Driving Purchases

In today’s digital age, social proof is paramount in driving purchases. It can be equated to word-of-mouth recommendations from friends or family, but amplified through online review sites like Yelp or Google My Business.

In fact, a staggering 93% of consumers say online reviews impact their purchasing decisions. This demonstrates how potential buyers value the insights provided by others who have previously interacted with a product or service. 

This concept extends beyond individual customers’ opinions too; when your company has multiple great reviews across different platforms, your brand gains credibility among existing clients and prospective ones alike.

This translates to more sales interest in your products and services.

The Power of Online Reviews in Validating Your Expertise

In the eyes of prospective customers, online reviews serve as a powerful validation of your expertise. They provide concrete evidence that you have successfully helped others overcome specific challenges or achieve their goals.

While anyone can make bold claims about their offerings, it is the presence of positive online reviews that truly reinforces your expertise and establishes your authority.

Customers trust the experiences and opinions of their peers more than the promotional claims made by a company. Without third-party supporting evidence, it becomes harder for consumers to believe in those claims. This is where good reviews come into play.

Why Are Reviews Important for Businesses?

The Impact of Review Volume on Search Traffic

When a business receives a higher volume of positive reviews, it signals to search engines that the business is reputable and actively engaged with its customers.

As a result, the business is more likely to appear higher in search results, increasing its visibility and attracting more potential customers to visit its website.

Additionally, when users see a high volume of positive reviews, they are more inclined to believe in the credibility and quality of the business. This increased trust leads to higher click-through rates on the business’s website, as people are more likely to explore further and consider engaging with the business.

Search engines also often display review snippets alongside a business’s website link in search results, showcasing star ratings and excerpts from positive reviews. These review snippets catch the attention of searchers and further encourage them to click through to the website.


Google’s algorithm places a strong emphasis on delivering content that demonstrates expertise, comes from authoritative sources, and is considered trustworthy. The more a page aligns with these criteria, the higher it is likely to rank.

One effective way to enhance your website’s E-A-T is through online customer reviews. Positive reviews scattered across various third-party sites serve as a powerful signal to Google, indicating that your brand enjoys a positive reputation.

These positive signals significantly increase the likelihood of Google ranking your site higher in search results. When Google sees numerous positive reviews about your brand, it perceives you as an expert in your field. Customers’ feedback acts as tangible evidence of your expertise, establishing confidence in your offerings.

9 More Facts About Online Reviews

1. Recent studies from 2022 have found that 88% of consumers trust online reviews as much as personal recommendations when it comes to local businesses.

2. 74% of customers say that positive reviews make them more likely to use a local business, while the same amount (74%) are less likely to do so if they find negative reviews.

3. 90% of customers report having read reviews for local businesses in the past year, and 65% say they read them regularly.

4. Spotting trends in customer feedback is becoming increasingly important for local SEO; 92% of customers say that seeing what others think about a business before making a purchase decision is an important factor when considering local services or products.

5. Search engines like Google recognize the value of customer reviews and reward businesses with higher rankings if they have more positive ratings and reviews than their competitors; 88% of those who had used online customer reviews said that it positively affected their choice of which business to go with when looking for a local service or product.

6. A study from 2022 showed that businesses with 4-star or above ratings on Yelp had an average increase in web traffic growth by up to 97%, compared to an average 11% decrease in website traffic growth for those without any ratings on Yelp.

7. Over 63% of customers said they’d be willing to share their own experiences with other potential consumers through writing a review; this helps build trust and legitimacy within the community, thus further increasing the importance of customer reviews for improving rankings in search engine results pages (SERPs).

8. According to research from 2022, 52% of those surveyed said they would never consider using a business if it has no customer reviews at all – indicating just how essential having positive customer feedback is becoming to get noticed by potential customers online – and ultimately improving ranking signals for SERPs.

9. Many people are now turning towards social media as a way to find out about nearby businesses; one study from 2022 showed that 84% of people used social media sites before purchasing something locally, and 80% mentioned reading comments posted by others about the service or product before making their final decision.

What Online Review Sites Are Most Important?

When it comes to online reviews, various platforms play a crucial role in shaping a business’s reputation and attracting customers.

Let’s explore the significance of acquiring and managing reviews on different platforms:

Google Reviews

As Google often displays reviews directly in search results, they have a direct impact on SEO. Prioritizing getting more Google reviews is essential because potential customers rely on your Google My Business profile to gather information and make decisions. Positive reviews here can significantly influence their perception of your brand.

Facebook Reviews

With billions of active users, positive reviews on Facebook are vital. When visitors land on your brand’s Facebook page and see a wealth of positive reviews, they are more likely to explore your website and engage with your social media content. Additionally, including your overall rating in paid advertisements can boost click-through rates.

Yelp Reviews

Yelp holds particular importance for businesses operating within specific localities. Users frequently turn to Yelp to find nearby businesses. Higher average ratings increase the chances of a user choosing your business over others listed.

Angi (formerly Angie's List)

Angi focuses on local services such as home remodeling, house cleaning, and more. If your business falls within these categories, prioritizing positive reviews on Angi can be beneficial. In addition to customer reviews, you can provide quotes and collect qualified leads.

Better Business Bureau (BBB)

Displaying company reviews on the BBB site is advantageous as it not only showcases customer reviews but also indicates if your brand is BBB certified. A high BBB rating, coupled with positive customer ratings, enhances customer trust in your brand.


With its global influence, Trustpilot is a key review site across various industries. Positive ratings on Trustpilot contribute to a higher Trust Score, which boosts your brand’s reputation and increases sales potential.


For businesses in the travel industry, TripAdvisor reviews are vital. Travelers heavily rely on reviews to make decisions about accommodations, restaurants, and activities. Having a high number of positive reviews can significantly impact customer choices.


In the software industry, online reviews on platforms like Capterra are critical for customers considering software solutions. Verified software reviews help potential buyers understand features, benefits, ease of use, and customer support, enabling them to make informed decisions.

Industry-Specific Review Sites

Industry-specific review sites can provide crucial assurance to potential customers, especially if your brand operates in a niche not covered by larger platforms. Positive reviews on these sites establish trust and credibility within your specific industry.

Harnessing the Power of Online Reviews for Business Success

When it comes to business success, online reviews can shape your reputation, drive sales, and even impact your search engine rankings.

But how exactly do you leverage them effectively? 

Acquire More Customer Reviews

Here are 7 proven strategies that marketers use to promote review generation.

1. Leveraging incentives to encourage customers to leave a review, such as providing discounts or special offers in exchange for an online review.

2. Develop campaigns around customer reviews, such as creating blog posts or website banners that feature customer reviews and highlight the importance of leaving reviews.

3. Utilizing targeted emails and newsletters to reach out to past customers and ask them to leave a review on local directories like Google and Yelp. This includes creating automated email campaigns that are sent out shortly after a customer completes a purchase or transaction with your business.

4. Creating social media campaigns featuring customer testimonials, reviews, and success stories to engage existing customers and encourage them to join the conversation by leaving reviews on local directories.

5. Offering rewards for customers who actively refer new customers or clients, while including incentives for leaving online reviews on local directory sites.

6. Incorporating user-generated content into blog posts, website pages, email newsletters, social media campaigns, and other marketing materials to encourage customers to post more positive reviews.

7. Generating QR codes that direct users directly from offline materials (such as flyers) to local directory review pages (like Google Reviews), with accompanying text encouraging people to leave positive feedback after using your services/products.

Maintain Positivity When Responding

No matter how amazing your product or service might be, negative comments will come – they’re part-and-parcel of doing business online. The key here isn’t avoiding bad news; instead focus on managing these incidents professionally with personalized responses as potential opportunities for improvement.

Responding swiftly shows other consumers that you value their opinions which strengthens brand loyalty while potentially turning around any unsatisfied purchasers.

Leverage Social Proof 

You know what else packs a punch? That five-star rating glaring at potential buyers from every corner of cyberspace.

In fact, just having as few as five reviews makes products 270% more likely to sell compared to those with none.

Think about it, would you fully trust a company with only glowing reviews? Likely not. Having both praise and criticism makes your brand appear more genuine and trustworthy. Showcasing tales from happy customers is a top-notch way to give social proof – these could be case studies or


Online reviews are the heartbeat of modern consumer behavior. They shape perceptions, steer purchasing decisions, and sway online visibility. From local SEO to social proof in e-commerce, they’re a game changer.

The importance can’t be overstated – negative reviews have real consequences on reputation while positive ones boost sales and build trustworthiness. A mixed bag for sure but remember this: each review is an opportunity to engage with customers!

Leverage these digital word-of-mouth channels wisely! Strategize your responses, incentivize future purchases, and never underestimate their impact.

Your business’s success story could very well hinge on how you handle your next customer review.

FAQs for Online Reviews

Do reviews impact local SEO?

Definitely. Reviews have a significant impact on Local SEO by improving your online reputation, building trust with potential customers, and signaling to search engines that your business is relevant and trustworthy.

How do reviews help SEO?

Reviews help SEO by generating fresh user-generated content that search engines love and by improving click-through rates (CTR) with positive ratings, which can boost your site’s visibility on SERPs.

Do product reviews affect SEO?

Yes, product reviews impact SEO by providing unique user-generated content that enhances keyword relevance and by increasing consumer trust and CTRs, both of which are crucial factors in boosting rankings on SERPs.

About The Author

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