While online reviews have been a challenge (and opportunity) businesses have faced for over a decade, new review sites and new features from Google are constantly changing the way brands and consumers interact with one another online.
With this changing review landscape, companies have to constantly adapt and refocus resources to manage customer feedback, whether positive or negative in nature. Whether that feedback is on powerhouse sites like Yelp or BBB, or on up-and-coming sites like TrustPilot or TrustLink, a proper approach is necessary to keep negative reviews from turning away potential customers, since these platforms can rank highly in organic Google search results.
Non-Google Reviews Appear in Knowledge Graph Cards
Google has thrown a new wrench into the review landscape over the past week, with some search results featuring reviews from around the web within Google Knowledge Graph cards. For the moment, these are mostly restricted to local Google results, but the possibility certainly exists that this could be rolled out nationally, with the potential to impact any brand with online reviews. Facebook reviews appear to be the most common new addition to Knowledge Graph cards so far, as they are more easily verified in connection with a brand’s website. Previously, only Google reviews appeared in this area to the right of the organic results.
How Brands Should Prepare
With reviews becoming even more visible and attracting user attention beyond the organic search results, it’s even more imperative for brands to have a plan in place to manage reviews across multiple platforms. Knowing when and how to engage with reviews, as well as assessing the impact of engagement on the organic search results can be a complicated process, and having a reputation management company to guide a brand in this endeavor can ensure that review platforms are properly and effectively leveraged.