How Google “Reviews From The Web” Impact Local SEO Marketing

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reviews from the web

In one of the latest Google updates, the search engine expanded the information displayed on local search results. On top of the Google+ reviews featured next to the business contact information, results will now showcase “reviews from the web.” Sites like Yelp and Facebook are on quick display, making it more important than ever to incorporate positive review generation into local SEO marketing.

In this guide, we will explain how Google reviews from the web impact local search optimization in Metro Detroit and what you can do to take advantage of this new traffic-driving opportunity.

What Are “Reviews From The Web?”

reviews-from-the-webWith reviews from the web, Google pulls review information from popular websites to display in your Knowledge Panel (the information box for your business on Google search results). Your Google reviews are still shown at the top of the box, underneath your business name, but now potential customers can also see reviews from other websites quickly and easily when they look up your business. This is similar to the way ratings show up for movies from IMBD, Rotten Tomatoes, and other resources.

In the image to the right, you can see where the reviews from the web section is in the information box.

How Does Google Find Reviews From The Web?

Reviews from the web are somewhat auto-generated by Google, though there are some adjustments that can be made on the backend of your website to help Google find reviews easier. This is mainly used to point Google in the direction of review sites that tie into your business. For instance, if you run a chain of hotels, Google may reference travel sites and hotel review sites that your business is listed on. If you own a restaurant, it would pull from dining review sites instead.

Some resources, like Facebook, are a good reference for just about any business. Google uses these universal resources for the foundation of their “reviews from the web” section. The industry-specific review sites are employed to make search results even better tailored to each user’s unique needs.

How This Google Update Impacts Local SEO Marketing In Metro Detroit

What does all of this mean for you? In some ways, absolutely nothing. If your local SEO campaign is already focused on review generation – at least in part – then you have measures in place for Google to pull reviews from. With that in mind, this makes the need for good reviews all the more important. This would be a perfect time to improve upon the reviews you currently have to give Google even more information to work with.

If you do not have many reviews out about your business, it’s never too late to start getting them. The local search engine optimization experts here at Detroit Internet Marketing would be happy to discuss your options with you and come up with a lead generation campaign that will enhance your reviews, local search rankings, and Google business rating all at the same time. Give us a call at (586) 431-1300 for your free website evaluation.  

Where Should I Focus My Review Marketing Strategies?

If you’re going to encourage customers to leave reviews for your business online, you need to figure out where those reviews should go. Prioritize your efforts based on the websites that are most likely to show up in your Knowledge Panel. You can find these by searching for things like “{your industry} reviews” or “{your business name}reviews.” See which websites come up at the top of these search results or which sites show up for multiple searches (one for location, one for industry, one for your business name, etc.). the ones that are cross referenced and the ones that come up in the top of results are most likely going to be in your reviews from the web.

You can also look at what review sites are already showcased in your reviews from the web. If you have a not-so-positive rating on one of the sites, you may want to boost your rating there. You may also try to get your rating higher on other websites to help push the negative rating off the front page. This is a tactic used in reputation management that is incredibly effective in lead conversion.

Can I Pay For Better Reviews From The Web?

This question does not have an easy answer. No, you cannot pay Google to promote reviews from specific websites, just like you cannot pay to get a better ranking in Google My Business. However, you can use local SEO marketing techniques to encourage better reviews and naturally increase your ranking across the board. Presidential candidates cannot pay voters to support them, but they can hire a campaign manager to help them better connect with their audience. That’s what local search marketing could do for you.

Here at Detroit Internet Marketing, we have the tools and expertise to help your business reach the top of local search results. Contact us today at (586) 431-1300 to speak with one of our SEO experts in Metro Detroit.

Christopher Bower is a Member and Marketing Director of Detroit Internet Marketing, LLC and brings over 20 years' experience in marketing and online marketing. His education includes Bachelor of Science in Psychology and Marketing, and has been involved in both national and local marketing in Chicago, South Florida and Michigan.

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