November 26, 2012
Actively engaging your customers in the review process and management of that process has its own sets of concerns. This is particularly true if you are too focused on certain areas of the process rather than others.
Take this simple quiz to see what your Review Management Stress levels are and to measure where you are on the Review Management Stress Scale (RMSS):
Did your reviews get reduced by more than 20% of the total by the new Google review filters?
Are you asking questions like: Why is this happening to me? Doesn’t Google care?
Did (or does) your listing have 100% or more reviews than your nearest competitor on Google?
Does your “More Reviews” section on Google show less than four review sites?
Do your clients often complain that their reviews are not showing at Google?
Have you thought: I should focus my review efforts on Yelp instead?
Are you handing users an iPad or directing them to an onsite workstation?
Are you sending out more than 20 emails a week requesting reviews at Google?
Are your following up only with happy customers and not every customer to ask them to leave reviews?
Scoring. Add 1 point for each yes answer.
What your score means… (more…)
November 3, 2012
Some things should just be left unsaid. This Gainsville auto detailing business obviously had troubles keeping their Groupon customers happy. It is unclear exactly who was to blame the business or the customers.
It doesn’t really matter as the customers left a number of bad reviews. This business couldn’t leave well enough alone and decided to respond to the bad reviews anyway.
Of course it was the customers fault. What would you have done in this situation?
Here is an example of many:
The moral(s) here are clear. (more…)
October 10, 2012
Update: Google not only changed the output of the review content but they changed the interface at the time of review creation to have users select from the descriptive phrases as well. See photo below.
Last week at Getlisted Local U Advanced in NYC, Googler Joel Headley noted that “descriptive terms (poor, good, very good excellent) are going to be integrated into Zagat review interface more going forward”.
Reader Kerry Fager just pointed out to me that they are now doing just that on the overall annotation on each review on the G+ Local page.
Will the descriptive terms make it to the front page? Certainly the descriptors are more meaningful and if we take Joel’s comment at face value, then we might see this elsewhere.
Why the change? One assumes that “it improves the search experience”. It makes the otherwise obtuse Zagat numbering system into something understandable by mere mortals. ?
Note: As noted in the comments, there appears to be a concurrent problem with displaying owner comments on the reviews. Most, perhaps all owner comments, are missing in action. Search teams are being dispatched.
Update (10/12/2012 9:00AM): Reports of missing owner responses came in via Twitter within minutes of the release of the product on 10/10. These reports were funneled to Google who fixed this bug by mid afternoon yesterday (10/11/12).
When more granular detail is available (ie Quality, appeal & service or Food, service, decor) Google is now breaking those out individually as well:
October 8, 2012
When Google rolled out G+ Local with Zagat reviews they changed the ordering of review content from time based to most helpful. As part of that ordering they added a new category of reviewer known as a Top Reviewers. These were folks that had reviewed a large number of locations. Google also added the ability for a business (and I presume its many managers) to leave reviews of other businesses.
Like all things Google the Most Helpful ordering of reviews is algo based and includes elements like the quality of the reviewer (in terms of followers on G+ and number of reviews), the language of the review, the recency of the review and who knows what else. One of the attributes of reviewer quality is the Top Reviewer assignation. According to this post to become a Top Reviewer one needs lots of reviews, a significant number of followers and a reviews that have been found helpful by others. It is not clear whether being reviewed by a Top Reviewer increases rank but there is every reason to assume that a review from a Top Reviewer is carefully watched by Google for other signals and content.
What never occurred to me until this morning was that one way to become a Top Reviewer was to do so as a Google+ Page for your business rather than an individual. A business page can have as many as 50 managers so reviews would aggregate more quickly and ease the burden of any individual reviewer. Obviously this business recognized the opportunity and has leveraged it.
September 26, 2012
This afternoon Rocky Agrawal tweeted out about this plaque he had noticed hanging in a restaurant. He (and I ) were completely fooled by the plaque and were convinced that it was really from Google. I even thought that perhaps it was an experiment on Google’s part to migrate away from Zagat signage.
It didn’t take Rocky but a few minutes to figure out that the SMB had paid $300 for this plaque. And you (or your customers) can buy one too from InTheSpotLight.com.
I am not sure who I think less of in this situation, the restaurant that was trying to appear more than they really are by leveraging Google’s name and their review product or the company that soaked them $300 for the “privilege”. A restaurant or hotel can order a sign that touts their good standing with just about any review company including Yelp, TripAdvisor, Zagat, Frommers and many more.
When businesses that are looking for a quick fix deal with companies that are willing to accommodate them, the customer inevitably loses. And in this case so does Google, Yelp, all the other companies whose name can be put on the plaque and every one else in the local space.
September 24, 2012
Since Google started clamping down on review solicitation, particularly in the dental and auto dealer worlds, many businesses have expressed fear, dismay and discouragement about reviews in general and Google’s review policies in particular.
Comments like “At this point I am ready to give up and ask my customers to avoid Google and go to Yelp. it is not worth all of the brain damage. does anyone at Google care enough to help? or should I just move on?” or “I’m completely moving away from encouraging customers to leave reviews on Google.” were all too common in my post on Google’s newest “guidance” in the arena.
My suggestion? Don’t throw the baby out with the bath water. Google may be frustrating and they may be opaque but they are still generating 60-90% of your leads. Endorsements on the front page of a search result are still very valuable. The issue is finding a way to continue to get reviews around the internet, including Google. You may need to test a few tactics until you find one that works but it is worth the effort.
But you say: How can I possibly ask a customer to leave a review there if Google is going to throw it away and waste their time. I say: Tell you customers what to expect, give them choices and let them decide.
The reality is that you don’t need 10 reviews a week at Google. In fact you don’t need 10 reviews a month or a quarter there to succeed. Most businesses need to accrue one review every month or two so that at the end of 3 years you will have 30. You need to ultimately get more than 10 so you get Zagat rated and you need to stop fretting about how many you have there and how many you have lost. You need to keep putting one foot in front of another, keep gaining endorsements across the internet. In the end if you run a good business and have loyal customers you will get your share of reviews at Google and elsewhere.
If you have had massive review take downs at Google you need to review your processes and procedures and acknowledge that what you were doing was not working and will not work. If you are a car dealer you need to stop spiffing your salesmen to hustle a customer over to an on-sight review work station. If you are a high volume dentist you may need to simply hand out a piece of paper explaining the review process rather than actively soliciting reviews of 20 clients a day via email. And if you were buying reviews or using a review service to enter comment cards well DUH!, time to stop. If you were helping folks sign up for a Google account, that probably needs to end as well.
So what is left for a business to do that wants to gather reviews? The same as has always been the case. Put in place a review process that gives customers lots of choice, generates reviews at a wide range of sites in addition to Google and is easy for your staff to implement. Keep it ethical, keep it simple and you will find that you get the enough reviews at Google and lots of reviews elsewhere.
Here is a sample email/letter that I have crafted for a client. It was written for a legal client but the logic of it can be used for any business. (more…)
September 21, 2012
I am sure that Google will take this review down quickly but is there not more than a little irony that this one made it through the filter when so many other reviews land on the cutting room floor?
(click to view larger?
August 20, 2012
What is the difference between asking for reviews and soliciting them? It seems that a number of SMBS have discovered that one leads to jail time.
Google has been throwing out reviews left and right of late. This is not a bug but the outcome of a newly aggressive review spam filter. The forums were rife with complaints from businesses about lost reviews and from individuals whose reviews would not post. In a consolidated thread Google indicated that most of the reports were a function of the new algorithm and not a function of the problems that had caused lost reviews in the past. Here are Googler Jade’s comments over the course of the post that provide some (albeit confused) insights into Google’s thinking:
Aug 6: Hey guys — popping in to say that we’re investigating. Thanks for the reports.
Aug 15: Still looking into this, guys. Soliciting reviews is suspect behavior for our systems, so please please please make sure your reviews are legitimate and left by your customers of their own accord.
Aug 15: Well, first — mobile reviewing can only be done through: Google Maps or Google+ for Android, or, Google+ Local app on iOS. (Visiting the page on a browser on mobile does not work!)
The technical issues for reviews still exist — those are more common in my experience with pages that have had duplicate or merging issues in the past. The majority of the reviews cases that I have investigated from the forum and other channels are reviews being taken down for suspicious reviewing behavior.
Aug 16: “Soliciting reviews is suspect behavior for our systems.”
What I mean by this is — it’s fine if you reach out to customers to ask them to review, but I do not recommend that you do this in waves. If you want to reach out to legit customers and ask them to review, I recommend you contact them immediately after you have done business with them.
Aug 16: Well, think about it this way — in our ideas, the “ideal” review is by a customer who writes a review of a place completely by his or her own accord, on mobile during the experience or at home after. This would mimic the regular flow of the business.
On the other hand, some SEO companies that resort to spam reviews to deliver “results” would exhibit different behavior.
It’s a system that we are constantly trying to improve, but for now, this is what I can say to try and help. I really don’t want legit businesses with legit reviews to get caught, so this is our effort. I can’t provide specific numbers (and in fact don’t know them).
If the above seems less than clear, that is because it is. Google, in their inimitable fashion, seems content to roll out a new, much more aggressive change in their review spam algo that seems to nuke reviews bad and good and then communicate little, late and in a less than helpful way. Mitigating review spam is good but Google does so while hiding behind an impenetrable cloak that purports to hide the inner workings of their algo. That is a formula for disaster. Google has, over the past few years, been schizophrenic about reviews. It was only last December when Google publicly stated at one of their Get Your Business Online training sessions that that it was OK to use review stations. Now it appears that review stations and many other practices seem to trigger review take downs.
I think strictly enforced and clearly articulated standards are great in the review arena. The constantly shifting sands of Google’s secret policies are not.
August 8, 2012
Matt Gregory, a local SEO in Minneapolis, recently sent me these screen shots of an obvious test that Google is conducting to assess the relative merit of stars vs. the Zagat display for reviews in the main SERPS. He has been seeing these results on Safari for the Mac consistently from Monday evening through today on a broad range of searches. I have not been able reproduce the results but the fact that they were visible to him over such a long period time indicates that the results were not a fluke and are likely part of a larger test.
These results lend themselves to speculation. The recent change of review presentation to the Zagat rating system from the 5 star system was jarring to say the least. Minimally the local results with reviews became less visible in the search results and some folks like Matt McGee think that they are difficult to understand by the consumer/SMB and are a big risk for Google.
Marissa Mayer was the person that was most involved in the Zagat purchase and she noted at the time:
“Did you know there’s a place in Menlo Park near the Safeway that has a 27 food rating?” one of my friends asked me that about two years ago, and I was struck because I immediately knew what it meant. Food rating… 30 point scale… Zagat. And the place… had to be good. With no other context, I instantly recognized and trusted Zagat’s review and recommendation.
A well known foodie, Mayer was obviously taken with the Zagat system. She was in charge of Google local when the Zagat review system was implemented and one can surmise that it was her “baby”. With Mayer leaving the company it is entirely possible that there is no longer a strong internal advocate for the Zagat system.
Obviously not everyone at Google thought the the Zagat display was the best choice as Adwords retained the stars. And it appears that someone in Google local search must agree with them.
In addition to the change back to stars, note that the large map is included in the main body of the serps and not off to the side and third party reviews are once again given front page visibility. Apparently the rollover to the full listing content appearing to the right is MIA as well. This layout also obviously frees up advertising space in the right column.
What do you think? Will Google abandon the Zagat display after only 2 months of use?
With the recent surge of complaints about “lost” reviews in the forums, Google acknowledging that there were a number of reasons that a review might be tagged as spam and that the car industry in particular was being scrutinized, I thought it might make sense to rerun this May article about coping with lost reviews. If you feel that you have suffered unfairly at the hands of Google’s review spam filter, please report your issue to Google in this post in the “help” forum.
Google continues having technical issues with losing reviews (here is my first report from August 2008 of them being lost – the issue goes back quite a ways.) particularly when the CID of a listing changes due to a merge. Also they seem to be tightening down what appears to be a relatively unsophisticated spam algo (first confirmed in November 2010) that is catching a number of good reviews with the bad.
Don Campbell, amongst many others over the past few days, asked me what to tell rightfully upset clients that lose reviews from their Google Places page.
Here is what I do when I have a client that has lost reviews:
1) Educate the client: I refer people to this Google authored article, Having technical issues with the reviews on your listing? In it Google outlines most of the issues as to why reviews go missing. The issues range from spam abatement to Google simply losing them in certain situations. Google notes that in most situations there is often little to be done even by The Google themselves until the issues are fixed and appropriate tools are developed on their end. (In fact it really make the most sense to educate your client BEFORE they lose reviews so that they know what to expect and when it does happen you are not the one that they take their frustration out on.)
2) Provide a dose of humor and reality: Since there is not much a client or SEO can do, I also provide them with the 6,6,6 rule for lost reviews to guide them as to what to expect in terms of recovery of the reviews. It might offer some small comfort.
What is the 6,6,6 review rule? (any client imagined thoughts about the devil suggested by my guideline are actively encouraged)
If reviews don’t come back to the Google Places page in 6 days, they might return in 6 weeks
If they don’t return in 6 weeks they might return in 6 months
If they don’t return in 6 months they have descended to Dante’s 6th Ring of Hell
3) Encourage them to stick with the plan: Regardless of what Google is doing (or more likely not doing) in regards to reviews this week, the best tactic is to keep on truckin’… continue to get more reviews ethically at both Google AND 3rd party sites. I know it is hard and discouraging when difficult to obtain reviews are lost but neither the client (nor we) can control what Google does. The client can, in the end, only control what they do. It is better to have some reviews rather than none. A steady stream of reviews at the review sites will guarantee that the business has a solid review base no matter what and no matter whether Google has lost ‘em again.
4) Advise the business to take control of their own destiny: (Contributed by Jacob Puhl) With the realization that some percentage of reviews will likely continue to disappear, the client should take it upon themselves to make copies of the reviews they do recieve at Google. If the reviews do disappear, repurpose those that disappeared as testimonials on the client web site. In the same vein, implement hReview/Schema.org formatted testimonials on your site to highlight these “lost” reviews so that there is the chance of getting the additional review stars in search. Be sure that the testimonial page has enough prominence that there is a chance that it will be used by Google as a review page.
Reviews are hard to come by and painful to lose but just because Google doesn’t have their act together doesn’t mean that your client shouldn’t either. The value of reviews in terms of increased credibility & conversions is too high for the SMB to just give up on the process when confronted with adversity.