Why is it important to collect and manage Google reviews for your business?

So it’s easy to see how important it is to take account of online comments as part of a company’s marketing strategy, since they can be either beneficial or detrimental: it’s therefore essential to know how to manage them and learn how to respond to reviews, even if they’re negative.

In this article, we take a look at the importance of Google reviews and how to manage their use and response.

Why are Google reviews important on the Internet?

To help consumers make purchasing decisions

We know that reviews or comments help consumers make purchasing decisions by providing them not only with information about the products or services they’re looking for, but above all, what other buyers have thought: humans tend to trust others to make a choice!

Several digital marketing studies show that over 80% of consumers read online reviews before making a decision about a potential purchase.

As Google reviews reflect other customers’ experience of an online store, a local store, or simply a professional, it’s clear that positive reviews can encourage consumers to choose a highly-rated business, while negative reviews tend to dissuade them.

Improving a company’s online reputation

Nevertheless, Google reviews can help improve a company’s e-reputation or online reputation, provided they are real, of course, but also positive.

The more quality reviews a company has, the more likely it is to rank higher in Google search results.

According to Moz, a well-known digital marketing company which has developed a web page ranking system, one of the most important criteria for local search results is precisely the quantity and quality of reviews!

Encouraging prospect engagement

Responding to reviews can also help to promote customer engagement.

Indeed, when a company responds to reviews, it shows Internet users that it cares about their experience, and this is always well received.

It is therefore important for a professional or company to respond to positive comments by, for example, thanking customers for their support, and to negative comments by offering an explanation or even a solution to the problem raised.

Obviously, this requires you to devote some time to your digital strategy, but it’s well worth it!

How should Google reviews be viewed?

Negative Google reviews or damaging comments

Reviews left on Google, via Google My Business, for example, can be problematic for a business if they are negatively oriented. They can dissuade potential customers from trying out a product or ordering a service online.

According to a study by BrightLocal, 85% of consumers trust online reviews as much as direct, personal recommendations, so it’s vital for a business to avoid as far as possible reviews that describe a bad experience.

Consumers really do trust online reviews, and often regard them as a reliable source of information: never forget that!

As mentioned above, negative reviews can affect a company’s ranking in Google search results, the famous SERP.

So you should always respond respectfully to someone who has taken the time to describe how they feel about or use a product or service: perhaps this will prompt them to modify their review…

What’s more, a coherent response will show your involvement in the eyes of other Internet users, potentially encouraging them to ignore the negative comment…

Positive Google reviews

They’re always a pleasure, but they’re also an important factor in sales and a good reputation.

As with negative comments, take the time to respond to a positive review: it will touch the user and show that you value their experience.

In the long run, this can create a sense of overall cohesion, a bit like having a community of customers around your brand: always choose to embody your company’s values in your responses!

Never ignore negative comments

It’s important not to let negative comments go unanswered: you know the saying, “the absentee is always wrong”, and it’s true on the Web too!

That’s why you should always provide a rational explanation and maintain a sympathetic tone, even if the Internet user is violent in his or her comments.

Other users will make up their own minds: so don’t be afraid of a negative review, because if you respond correctly, it will have little impact on your reputation.

In the same way, companies should also avoid deleting comments that don’t suit them, as this can damage their image: everyone knows that you can’t please everyone, and reading only glowing comments can be a source of mistrust…

If possible, provide an answer or solution

As far as possible, we advise you to offer a solution to dissatisfied customers, apart from the obligatory written reply, as we have shown above.

This could be a refund, an exchange or a discount on the next purchase.

But don’t forget that criticism can be constructive: as a brand, store, company or independent professional, you can use negative comments to reflect on your services or improve a product.

How to get more reviews?

Ask customers directly to leave a review

The best way to get Google reviews is to ask for them directly!

For example, a sales clerk might encourage customers to leave a review at the end of the transaction, or send them an e-mail a day or two later asking them to do so.

In the case of home delivery of a product, the same procedure should be followed by sending an e-mail with a direct link to leave a review.

It’s really important to ask for feedback from all customers, whether satisfied or not, to get a true picture of the consumer experience.

Making the review writing process easier

As we know, customers are more likely to leave a review if the process is simple.

No one likes to waste time, and you have to make it easy for the consumer.

For example, companies can include a direct link to their Google profile in their e-mail signature. They can also include this facility on their website and social networks.

It may also be advisable to display QR codes on physical media, such as brochures or business cards.

Offer benefits

Professionals can offer concrete incentives or benefits to encourage customers to leave reviews on Google.

They can offer discounts on future purchases or entry into prize draws in exchange for a review.

On the other hand, be aware that Google has a precise and restrictive policy on incentives: it’s important to comply with it, or risk being poorly ranked in search results, or even, in extreme cases, banned!

Can I have negative comments removed?

Google doesn’t like to delete reviews!

Reviews can’t be deleted easily, because Google has a strict policy in place to ensure the integrity of online reviews: reviews can only be deleted if Google determines that they violate the platform’s policy, are obviously fraudulent, or contain hateful or discriminatory language.

Report false or inappropriate reviews

Businesses can nevertheless report reviews that have no real basis to Google, using the “Report abuse” function.

Reviews that contain sexist, racist or hateful language, or that disseminate personal information or irrelevant comments can be reported: Google will review the request and take action if they find the review to be in breach of the rules set.

To conclude

As you can see, reviews left on Google have a major impact on online businesses.

Comments and reviews help consumers with their purchasing decisions, enhance online reputation and promote customer engagement.

Although negative reviews can be relatively damaging, Google reviews are essential for attracting customers online: so encourage customers to leave reviews by making the process easy, and always respond to reviews, even negative ones.

By using Google reviews effectively, businesses can really improve their visibility on the web, boost customer confidence and increase sales.

But don’t forget that Google reviews are only one part of online reputation: as a professional, you also need to monitor your presence on other online platforms, such as social networks and discussion forums, to ensure that your “digital” image is positive and consistent.

We can therefore conclude that Google reviews are virtually unavoidable for online businesses today, and should be used responsibly and ethically by both companies and customers alike.

Unfortunately, this is not always the case!

But by having a regular presence on the Internet and responding to all comments, you’ll give yourself the best chance of making a good impression with Internet users!