Yesterday afternoon, Google upgraded the display of reviews on the Places Page. The new display aggregates reviews from third parties with an icon and a link to the the review site and continues to show individual Google reviews below that display.
The aggregate display shows the third party site with the most reviews at the top of the list and displays 2 recent reviews from them as well as the aggregate star rating and total number of reviews and one review for each of the other two sites. Only the top three review aggregators are shown on the first screen with additional review sites visible at the More from around the web » link. This puts a real premium on volume of reviews from review providers because if the Places Page gets moderate traffic after 2 clicks, the More from around the web » gets far less.
The new display shows below the sentiment analysis if there are enough reviews or just below the business details & photos if not:
As David Mihm points out, this is likely in preparation for the influx of testimonials as reviews to the Places page. It would allow them to be easily deprecated to only show in the more from around the web section if need be.
This display is consistent with the review display in Google’s test of organic-local listing integration in the main serps, with the review sources being given more visibility and a link rather than showing all of their content. It is the first recent development in Places that moves users away from Places. That being said it still spawns a new window, leaving the Places page open on your desktop.
In a TechCrunch interview at the end of July, Jeremy Stoppleman of Yelp noted in talking about Yelp’s review spat with Google:
“And then yeah, we found our content was showing up there and it is ranked dead last right now. I don’t think that’s sort of a permanent situation from what we gather from talking to Google, they are sort of headed in a new direction that which hopefully will be more positive.”
Clearly this display of summary review information, a high placement on the page and a colorful icon seem to put more emphasis on the review source and will likely lead to more traffic for them.
WhetherObviously, this treatment is enough to bring Yelp reviews back into the fold of Places is yet to be seen but the above statement indicates Stoppleman’s willingness to allow Google to include Yelp’s reviews as they are now again showing.
One interesting design element related the new display is the handling of the destination a user is taken when clicking on the the Review link in a OneBox. If the user selects the review link they are taken to the Google reviews, effectively hiding the 3rd party reviews.