Last week Google announced that they were adding “reviews from around the web” to the local knowledge panel for businesses.
“Whether your site publishes editorial critic reviews, best-of places lists, or aggregates user ratings, this content can be featured in local Knowledge Panels when users are looking for places to go.
Reviews from the web is available globally on mobile and desktop, Reviews from the web brings aggregated user ratings of up to three review sites to Knowledge Panels for local places across many verticals”
What is the Knowledge Panel?
If you were to Google any business name (take your own business as an example), on the left hand side of the page Google will return a list of the most relevant sites on the internet related to your business and on the right hand side of the page there will be the knowledge panel for your business. Take a look at the example below:
The knowledge panel will display your location on a map, the Name, Address and Phone Number Citation (NAP), your opening hours, images of the exterior and interior of your office. It will also show the customer ratings that your business has from Google My Business, as well as some snippets of those reviews and now “the reviews from the web” section that will showcase reviews from other relevant sites. Good or bad.
Why have Google Added Reviews from the Web?
Reviews from the Web is intended to increase the number of sites that can display user reviews allowing the user to gain a more informed buying decision.
When it comes to making purchasing decisions, customers look for trust signals, and so does Google. One of those trust signals is online reviews, with 90% of customers saying that their purchasing decisions are influenced by them. Google also uses user generated content including online reviews as a ranking signal for how your website will perform for keyword phrases in search.
Here are a few examples of what “Reviews from the Web” Look Like
In the example above you can see a dentist that has reviews being pulled through from NHS Choices and Yell along with the reviews they also have from Google My Business. This gives three separate social signals for any potential patients to read and decide for themselves if they are a good practice to choose.
In the above example Google is displaying user generated reviews from Facebook and Trustpilot.
Slater and Gordon have optimised their website and used structured review snippet data on their website to alert Google of their user reviews.
What sites can you get reviews from?
Google has not yet provided a definitive list of sites that it is pulling reviews from. Sites that have been seen are sites such as Yell, Facebook, Trustpilot and NHS Choices to name but a few. As the roll out continues to take place we will see more and more sites being added to the knowledge graph.
Actions that all business owners should take.
- Build Your Reputation
Put in place a system that actively asks and makes it super simple for your patrons to leave reviews for your business on the sites that are included on the knowledge graph.
- Manage your Reputation
Understand exactly where your business is listed online and what reviews are out there. Once you know this, monitor those sites to check for new reviews, good and bad, that could alter your review score. Direct your patrons to these sites, for example Google+, Yell, NHS choices, Facebook, or industry related sites that are relevat and are present on your knowledge graph.
- Market Your Reputation to Help you Win More Customers.
Implement the Google review snippet and use each and every one of your reviews on your website and across social media to shout about the benefits of using your business to all who are watching and in need of your services.
Google cares what people say about your business because its users, your customers, care. Make sure the information that Google presents to your next customer is strong enough to make your competition irrelevant.
The next step for you to take is to implement a 5 Star Review strategy. Find out how to do this by downloading our free report below.