The Future: Optimize for Trust - Aaron Weiche
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The Future: Optimize for Trust - Aaron Weiche
- 4. Online or IRL: Who can you trust? @AaronWeiche
- 9. Information is now endless. Trusted information is not. @AaronWeiche
- 10. Where does it come from? Does the source have a good reputation? Who are the authorities who believe it? What are my reasons for deferring to these authorities? https://www.fastcompany.com/40565050/say-goodbye-to-the-information-age- its-all-about-reputation-now @AaronWeiche
- 11. • Domain factors • Page factors • Site factors • Link factors • User interaction • Brand Signals • Webspam factors @AaronWeiche
- 15. @AaronWeiche
- 16. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert
- 17. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
- 19. Let’s look at how reputation bolsters EVERY step of the funnel @AaronWeiche
- 20. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
- 26. “Google As The Home Page” https://gatherup.com/blog/google- as-the-new-home-page/
- 27. Google is succeeding at solving the searcher’s needs in the SERP
- 28. 2017 Local Search Ranking Factors
- 29. Packed with REVIEW elements for ranking
- 30. 1. Reviews with keywords 2. Reviews mentioning city 3. Total Reviews 4. % of reviews with keywords or city 5. Average yearly reviews 6. Number of reviews not response to @AaronWeiche
- 31. How to get more reviews @AaronWeiche
- 32. Ask everyone
- 33. Proactive requests generated 47X the results of passive
- 34. Locations (5) with proactive email feedback requests: 236.7 / month Locations (80) with passive feedback options: 5.3 / month
- 36. The #1 optimization is the ”human ask”, seed the review process
- 37. The “human ask” passes responsibility to the customer
- 38. + @AaronWeiche
- 39. Focus on top of funnel (ask, timing) not on the bottom (subject lines, content)
- 41. Two types of reviews: 1st-party reviews are direct to the business 3rd-party reviews are sites like Google, TripAdvisor, BBB @AaronWeiche
- 42. Ask for 1st-party and 3rd party reviews
- 43. @AaronWeiche
- 44. 1st-party reviews are your best move
- 45. You can get 40% of your customers to give you 1st- party reviews. But getting 10% to leave 3rd-party reviews is a big goal.
- 46. BONUS: The value of fixing the real problems vs. just getting reviews
- 47. Rank / SERP Visibility 1. Reviews are EVERYWHERE 2. You need to ask all customers 3. Build 1st and 3rd party reviews @AaronWeiche
- 48. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
- 49. Market your 1st- party reviews with review schema @AaronWeiche
- 50. Drive clicks From 35% to 200% more https://conversionxl.com/research-study/review-stars-google-help-click-rate-study/ https://www.patientpop.com/blog/marketing/local-search-marketing/google-rich-snippets- impact-practice/ @AaronWeiche
- 51. @AaronWeiche
- 53. Where to place reviews? Single location • About us page • Reviews page Multi-location • Location/store page • Agent/Dr page @AaronWeiche
- 54. .vs
- 55. @AaronWeiche
- 56. A Reviews Only Diet Makes Your Business Unhealthy https://gatherup.com/blog/reviews-diet- makes-business-unhealthy/ Why I Love 1st-party Reviews & Just Might Marry Them https://gatherup.com/blog/why-i-love-1st- party-reviews-just-might-marry-them/ @AaronWeiche
- 58. @AaronWeiche
- 59. @AaronWeiche
- 60. Click-thru from SERP 1. Review stars increase CTR 2. Add stars to your OWN pages 3. Build 1st and 3rd party reviews 4. Display 1st-party with schema @AaronWeiche
- 61. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
- 69. Stick & Engage 1. Bolster content with 1st-party reviews 2. Service, product and location pages 3. Add reputation “bits” to any page @AaronWeiche
- 70. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
- 71. 85% of consumers trust online reviews as much as personal recommendations
- 72. 68% choose a business from positive reviews, 40% avoid one based on negative reviews
- 73. Trust
- 74. Tells a story
- 75. Answers
- 76. There is no greater persona focused content than that written by the persona. @AaronWeiche
- 77. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
- 78. Your final takeaways 1. Optimize TRUST at every step 2. Ask for reviews, maximize them 3. 1st-party reviews are GOLD
Editor's Notes
- Reviews let Google approximate online to offline ranking factors, as hot/trendy businesses Another thing that seems to matter with Google My Business is engagement. Google clearly uses engagement to order search results, and local packs are no different. So, things like photos are content for your users to engage with. Same with reviews, which means they are likely valuable in several different ranking contexts. are likely to skyrocket in terms of reviews before they are likely to kill it with traditional ranking factors.
- You can get 50% of your customers to give yu NPS or feedback, but getting 20% to leave a review is a big goal.
- You can get 50% of your customers to give yu NPS or feedback, but getting 20% to leave a review is a big goal.
- The volume of 1st-party reviews lets you see the real issues