Tuesday, 6 December 2016

A Google score of 4.1 is simply not good enough

It is very easy to fall into the trap of looking at your business on Google and thinking "We score [between 4.0 and 4.5]" and then sitting back and relaxing. Don't!

Here are three reasons why not:

1. A Google score of less than 4.6 invariably contains a significant proportion of negative reviews. just look at this example:


Here negatives show in Google's default ('Most recent'). Consumers invariably click on 'Lowest score' when searching, especially if negatives don't show immediately. And they are influenced by what they see there - a single, well-written, negative review has the power to deflect them away from taking the next step - making contact.


2. A score of less than 4.6 leaves your business a handful of negative reviews away from the Google Filter - especially if you don't have critical mass in Google reviews (a great score and significant numbers of reviews):




The top business - a HelpHound client - passes the Google Filter (top right in this screenshot) with flying colours. The second is vulnerable to a flurry of negative reviews driving its score down towards the filter, purely because it does not have the numbers of reviews to counteract the impact of two or three negatives, the third is filtered.

3. Your business runs the risk that it will fall out of search when Google introduces 'Top Rated':


Google will introduce 'Top Rated' for services - estate agency, medical, financial and so on  - it's only a matter of time - and we will ensure that our clients are ready to top those searches.

Action

Don't:

Adopt a DIY solution. You will inevitably be cherry-picking 'happy customers' - and that will hand your competitors a massive advantage. More importantly: you will miss out on the opportunity to display independently verified reviews on your own website - the next port of call for anyone who has been impressed by your Google reviews.

Do:

Adopt professional review management. It will enable you to address inaccurate or misleading reviews pre-publication and it will enable you to display reviews on your own website with complete credibility. It will also enable you to look like Winkworth Kensal Rise - and our other clients - in Google search.


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