Are Online Reviews A Modern Version Of Word Of Mouth?

In the digital world, traditional word-of-mouth has shapeshifted into online reviews. 

But are these reviews truly the digital equivalent of friends chatting over the garden fence? Or do they serve a purpose that's altogether different yet equally powerful? 

It's time to dissect the anatomy of the online review, understand its role in modern consumer culture, and discover how businesses can harness it to their advantage.

Did you know that:

• 76% of consumers “regularly” read online reviews when browsing for local businesses, compared to 77% in 2021
• 87% of consumers used Google to evaluate local businesses in 2022
• The top industries where consumers see business reviews as most important are Healthcare, Automotive Services, and Service Businesses
• In 2022, 87% of people used Google to research local businesses

Source: BrightLocal Local Consumer Review Survey 2023

The Trust Factor

Have you found yourself trusting people you don’t know when looking for something online?

When a potential customer stumbles upon an online review, they’re engaging with the unfiltered sentiment of a previous buyer. This real-time feedback cultivates trust, serving as a guide for the wary shopper, analyst, or service seeker.

What affects the potential customer even more is when they see a response from the business owner. Some owners don’t respond to reviews at all, and some only respond to positive feedback, but there are unicorns out there that respond to all reviews. 

“88% of consumers are likely to use a business if they can see the business owner responds to all reviews, whether positive or negative.”

Don’t worry; it sounds like a lot to respond to all reviews, but we’ve shared some tips on the topic to help you out.

SEO and Reviews 

Google's algorithm places significant emphasis on customer feedback, especially for local businesses. Positive reviews contribute to local SEO, ensuring higher visibility for brands and services. 

This is particularly potent when reviews contain keywords relevant to a business's services or products.

Organic mentions of business specifics can work wonders for brand discovery and search rankings. Given the strategic importance of online reviews, it's imperative for businesses to curate their digital dialogue actively. 

Here's how to ask for reviews effectively:

Timing is Everything — But Not Really 

In most cases, the best time to ask for a review is while the customer’s experience with your business is fresh. Happy customers are more likely to dedicate time to praising a positive experience, so strike while the emotional iron is still hot.

However, don’t let the timing be a barrier. You should ask for a review even if you miss the “best time” for asking. Better late than never.

The Personal Touch

Generic requests often result in generic responses. By asking specific questions, you encourage a more detailed and personal review that can resonate deeply with prospective clients. You’ll also inspire your customer, and they won’t feel like they’re wasting their time reviewing your business.

Imagine if someone asked you: “Did you like our service?”. I’d bet your answer would be “Yes”. And that’s it. 

But if you asked, “What part of our service have you liked the most?” no one would respond with a simple yes or no. If you ask a more specific question, the customer will be more inclined to mention your service or product in the review. Having detailed reviews will be more useful to potential customers as well as for Google and its algorithm. 

If you’re struggling with coming up with questions to ask when you ask for a review, these examples might help:

• What product did you buy?
• What service did you use?
• What did you like about working with us?
• What location did you visit?
• Would you recommend us to your friends and family?

Remember, asking specific questions gets specific answers.

The Local SEO Game-Changer

When it comes down to local SEO, online reviews fire up Google Business Profiles — they play a pivotal role in achieving local SEO prominence. By eliciting feedback that not only endorses the quality of service but also pinpoints location-specific experience, businesses are helping Google map out the local landscape of consumer satisfaction.

Strategic use of keywords within reviews, both by customers and businesses in their responses, adds immeasurable value. 

Example of a well-written review

The Power of Feedback

In essence, online reviews are more than a digital equivalent of traditional word-of-mouth—they shape business reputation, consumer trust, and SEO strategy. They are a platform for authentic, consumer-driven feedback and a critical component of customer relationship building.

For businesses navigating the complex online landscape, it's vital to recognize the influence of online reviews and integrate review management into their digital marketing strategy. Through timely and personalized requests and response management, businesses can transform the review system from a passive consumer activity to an active brand builder.