Are you ignoring online review opportunities for your home improvement business? You might be dragging down your webpages in search engine results, which can lead to reduced site traffic and conversions.
Local home improvement companies know the value of word-of-mouth marketing. People are more likely to turn to you for window decor or other home improvement needs when they trust you, and marketing surveys repeatedly show consumers trust one another more than brand messaging.
Consumer reviews are equally important to online home improvement marketing efforts. In fact, a 2017 Local Search Ranking Factors Survey noted that reviews were likely a measurable factor in Google algorithms for calculating both organic page rank (where you appear in the search results) and Local Pack (whether you appear in the top box or map results).
Here’s what you need to know about how Google reviews impact where you land in the search results pages:
- You want reviews on multiple sites: Google mostly looks at reviews on your Google My Business page, but review diversity is important too. Businesses that also have reviews on other major sites, such as Yelp and Facebook, perform better in search results.
- The number of reviews is important: Google likes to see companies with plenty of reviews, but what it considers enough varies by industry. Some business types, such as restaurants, lend easily to reviews. Others, such as criminal attorneys, don’t have many clients who feel comfortable leaving public reviews.
Search for similar businesses in your region to get an idea of an adequate number of reviews. For example, as of October 2018, companies providing window coverings in the Lafayette, LA, area have between zero and eight reviews, while businesses in Atlanta have as many as 152.
- Positive reviews drive page traffic and rank: The overall sentiment of your Google reviews — whether they’re mostly positive or not — does play a role in where you rank in the search results. But it’s not necessarily a direct Google calculation. Instead, positive reviews tend to lead to higher clickthrough rates and more time on your page by visitors. That drives up metrics that help improve your placement in search engine results.
Now that you know Google reviews can impact your home improvement marketing, how do you obtain those reviews?
Google doesn’t have rules against asking for reviews, so you can simply ask happy customers to leave a review when they have time. Consider putting your Google review link in follow-up emails with clients to encourage reviews.
(Note: Monitoring your business’s online reputation is a requirement for success in the digital age. Try our free now for an instant reputation report on your business. It takes less than a minute!)