How Google Reviews Help Your SEO

The coveted five stars: Google Reviews.

More than just boosting your reputation online, Google Reviews directly affect your search engine optimisation (SEO). As a ranking signal, it proves the legitimacy of your business and assigns direct value to your place in the local community.

For NZ businesses relying on local traffic, reviews are a worthwhile investment. This post from Adhesion expands on the ways in which Google Reviews can enhance your SEO efforts and help you find your local audience.

Why Google Reviews Matter for SEO

When ranking local businesses, Google’s algorithm considers review quantity, quality, and freshness. This is why units such as star ratings are so useful – they provide an easy, quantifiable measure for quality, both for Google and for users seeking the best possible products or services.

For Google’s algorithm, having a lot of reviews signals authority and relevance; proving that your business knows what it’s doing, essentially. It resonates with people, so it’s likely to resonate with other users as well. Keywords in review text may contribute to local relevance, however, Google tends to favour naturally occurring keywords over excessive, overt usage.

Reviews Improve Visibility in Local Search & Maps

Having more (positive) reviews increases your chances of appearing in the ‘local pack’ – Google’s list of location-specific businesses. These are displayed alongside a Google map on the search results page, showing the three most relevant businesses that match the user’s query. This is especially important for mobile searchers looking for services “near me” who will prioritise the most immediate results.

Reviews Build Trust and Improve Click-Through Rates (CTR)

When considering their options, users rely on social proof – a display of reliability that shows that other people have had a positive experience. Social proof cuts through the disconnect online, where customers often have to make decisions without physically seeing or testing a product or service. Having a lot of reviews means having a lot of social proof, so users will feel secure in choosing your business.

A high rating can boost clicks even if you’re not the #1 result, as it demonstrates a high level of interaction from other users and emphasises the quality of your business.

How to Encourage More Reviews

• Ask customers after a positive experience; they’ll be more open to contributing.
  
  
• Use follow-up emails (e.g. via your email platform or your CRM).
  
  
• Include a direct link in your signature or receipts so customers can easily find it; QR codes can also be a useful tool.
  
  
• Avoid incentivising reviews, i.e. offering any sort of gift or reimbursement in exchange for a positive review; this is against Google’s policies.
  
  

Responding to Reviews – Why It Matters

Replying to reviews can foster a positive connection between business and customer, reminding users that there’s a person behind the screen. It’s another opportunity to add a layer of trust. Responding to negative reviews displays credibility and professionalism, while allowing you to clarify any details if necessary.

On the SEO front, Google factors in replies as a sign of engagement. Responses show that your business is active, a key factor for enhancing your visibility. In addition to reviews, make sure your overall Google Business Profile is up-to-date; this benefits not only your ranking efforts but also your customers, who value current, comprehensive information.

Conclusion

Reviews are a crucial way of gaining the trust of your potential customers and provide an important statistic to help you measure up against your competitors. Fortunately, these trust-building tactics double as fuel for Google’s algorithm, giving you a better chance of improving your ranking and enhancing your local reach.

Need help building your review strategy? Adhesion’s ready to go with Google Business set-up and optimisation – contact us today.