How Do Reviews Affect SEO: A Comprehensive Guide

If you’re aiming to establish a robust local online footprint for your business, it’s essential to not only have a fully optimized Google Business Profile but also to engage with your customer base for ratings and reviews. These elements are pivotal in crafting a successful Local SEO game plan.

But does the influence of ratings and reviews extend to your local SEO metrics? Let’s delve into this question.

In our 2021 Local SEO Performance Analysis, we scrutinized 5,624 keywords relevant to various businesses and dissected the Local Pack results on both Google Maps and desktop and mobile platforms.

Do Google Reviews Help SEO: The Impact on Google Maps Rankings

When it comes to Google Maps listings, our local SEO tracking tools revealed that the total count of reviews had a more pronounced effect on a listing’s performance than its average rating. Surprisingly, the average rating showed no correlation with the top three spots in the rankings.

Breakdown of Average Ratings

It’s worth mentioning that the average ratings for all three top positions exceeded 4.1, indicating that while ratings may not be the deciding factor for top placement, they still hold value.

Volume of Reviews and Its Correlation

On the flip side, the volume of reviews did show a correlation with ranking positions.

Interestingly, the top-ranking position consistently had a higher number of reviews compared to the second and third positions. This trend was also observed when we examined the median review counts:

These findings underscore the importance of encouraging your satisfied customers to leave reviews. Coupled with a well-maintained Google Business Profile, a high volume of reviews and an average rating above 4.1 can significantly boost your visibility on Google Maps.

Reviews and SEO: The Role of Distance

While the importance of reviews and ratings is undeniable, distance also plays a pivotal role in Local SEO. Google identifies three primary ranking factors for Google Business Profiles: relevance, prominence, and distance.

Analysis by Distance

In our analysis, we used the Empire State Building as a reference point and discovered that roughly 72% of the ranked listings were within a two-mile radius. An additional 20% were situated between 2 and 10 miles, and about 6% were located between 10 and 50 miles. There were some intriguing anomalies as well, including a listing that ranked from an astonishing 400 miles away!

Median Distance by Business Category

We also assessed the median distance by business category and found that users were willing to travel considerably further for certain types of businesses, like Automotive (median distance of 3.1 miles), compared to others like Beauty and Fitness (median distance of just 0.3 miles).

How Important Are Google Reviews for SEO: Insights on Desktop Local Pack Rankings

When we shifted our focus to Local Pack rankings on desktop, the influence of ratings and reviews was somewhat less straightforward. However, it was evident that the total number of reviews still had a more significant impact than the average rating.

Desktop Average Ratings

In terms of average ratings for the top three positions in the Local Pack on desktop, there was no clear correlation with ranking. The second position had the highest average rating, but all three were still above the 4.1 mark.

Desktop Review Count

When it came to the average review count, there was no consistent correlation with ranking positions on desktop. Interestingly, the second position had the lowest average review count but the highest average rating.

Role of Outliers

So, what accounts for this discrepancy? The primary reason is the presence of outliers, particularly in categories like food and dining, which tend to accumulate more reviews. In such cases, the median provides a more reliable measure.

Based on the median review count, it’s reasonable to conclude that having a high number of reviews can indeed influence your Local Pack rankings on desktop, particularly if your average rating is above 4.1.

Spotlight Your Business to Anyone from Everywhere

Most of the reviews we analyzed were neutral in tone, accounting for 60% of the total. These reviews typically described the nature of the customer’s experience without expressing any specific sentiment. For instance, they might mention the type of establishment or the food offered without commenting on service quality.

Only a small fraction, 2%, of the reviews were negative. This suggests that the bulk of the visible reviews describe either a positive or satisfactory experience with the local business in question.

The remaining 38% of reviews were positive, frequently using adjectives like ‘excellent,’ ‘great,’ ‘best,’ ‘nice,’ and ‘professional’ to describe customer experiences.

Popular Adjectives in Reviews

Here’s a breakdown of the most commonly used adjectives in the reviews we examined:

Given that 91% of consumers read reviews and 84% trust them as much as personal recommendations from friends, encouraging your satisfied customers to leave reviews can significantly impact not just your online visibility but also potentially your conversion rates.

Pro Tip: Managing Google Reviews

It’s worth noting that while you can’t delete negative reviews, you can flag false ones according to Google’s User Contributed Content Policy.

Distance: Desktop vs Mobile

Our analysis of distance’s impact on Local Pack desktop rankings mirrored our findings for Google Maps. About 70% of the listings ranked within a 2-mile radius, 22% between 2 and 10 miles, and 6% between 10 and 50 miles. Interestingly, our most distant outlier was over 300 miles away, located in Canada.

Distance by Business Category

Breaking down the median distance by business category, we found that users are willing to travel significantly farther for some categories, notably Automotive, than for others.

Analyzing the Results

Comparing our desktop Local Pack findings with Google Maps, we found that about 70% of listings ranked in the top 3 positions on both platforms, although not necessarily in the same order. When we considered both presence and position across platforms, roughly 54% of the results were consistent. Given the numerous factors that can influence rankings, this level of similarity is noteworthy.

How Reviews Affect Your Local Pack Ranking on Mobile

Similar to our findings on Google Maps and desktop Local Pack, the average rating did not serve as an indicator of ranking position on mobile Local Pack. The second position had the highest average rating, even though it had the lowest average number of reviews.

Importance of Median Review Count

As with desktop and Google Maps, the median number of reviews is a more reliable metric on mobile. Listings in the first position had the highest median number of reviews, followed by the second and third positions.

This consistency across platforms suggests that, assuming your business maintains a strong average rating (preferably above 4.1), the number of reviews is a key factor in determining your placement in search results.

Review Analysis

About 65% of the time, the visible review quotes in the mobile Local Pack were the same as those on desktop. The tone distribution was also similar: 60% neutral, 38.5% positive, and 1.5% negative.

Adjective Trends in Mobile Reviews

The most frequently used adjectives in these mobile reviews were similar to those on desktop, with the majority being positive in tone.

Given the minimal difference between review quotes on mobile and desktop, your strategy for encouraging satisfied customers to leave reviews should be effective across both platforms.

Distance: Mobile Analysis

As with desktop, the distance metrics for mobile Local Pack closely aligned with those for Google Maps. About 70% of listings were within a 2-mile radius, 22% between 2 and 10 miles, and 6% between 10 and 50 miles.

Distance by Category on Mobile

When we examined the median distance by business category for mobile, we found similar trends to those on desktop and Google Maps. For example, the Automotive category had a median distance of 3.6 miles, significantly farther than other categories.

Final Analysis

When comparing the Local Pack on mobile with Google Maps, we found that approximately 69% of listings appeared in the top 3 positions on both platforms, although not necessarily in the same rank. About 52% of listings held the same position on both platforms.

Interestingly, the overlap between mobile and desktop Local Pack was not complete. Around 77% of listings appeared on both platforms, regardless of position. When considering both presence and position, this figure dropped to about 68%.

What You Can Do About It

Encouraging customers to leave reviews is often easier said than done. There are as many strategies for achieving this as there are businesses with online profiles. The first step, naturally, is to ensure that the majority of your customers have a positive experience.

You can facilitate the review process for your satisfied customers by providing them with direct links to your Google listing and starter questions. This not only makes it easier for them to write reviews but also subtly encourages the use of target keywords.

Online Review Management

Monitoring and responding to online reviews is also crucial. You can use various Listing Management tools to keep track of reviews across all your business locations, monitor your average rating, and even respond without leaving the platform.

Do Trustpilot Reviews Help SEO?

While the focus of this article has largely been on Google reviews, it’s important to consider the impact of reviews from other platforms, like Trustpilot. Trustpilot reviews may not directly influence your Google Local Pack rankings, but they do play a role in your overall online reputation and SEO strategy.

Trust Signals and Credibility

Trustpilot reviews often appear in organic search results, and they can serve as trust signals for potential customers. A high Trustpilot rating can increase click-through rates and lower bounce rates, both of which are positive signals to search engines.

Rich Snippets and Organic Rankings

Trustpilot reviews can also contribute to rich snippets in search results, displaying star ratings that can make your listing more eye-catching. This can indirectly improve your organic rankings by increasing user engagement.

Backlink Opportunities

Trustpilot profiles often have high domain authority, and a link from your Trustpilot profile to your website can be a valuable backlink that positively impacts your SEO.

How Many Google Reviews Do You Need?

The number of Google reviews you need can vary depending on your industry, location, and the competition. However, there are some general guidelines to consider.

Minimum Threshold for Credibility

At the very least, aim for a minimum of 10-20 high-quality reviews. This number is often sufficient to establish credibility and show that your business is active and engaging with customers.

Competitive Benchmarking

Look at the number of reviews your competitors have. If they have significantly more reviews, it’s a sign that you need to ramp up your review-gathering efforts to remain competitive.

Quality Over Quantity

While having a large number of reviews is beneficial, the quality of those reviews is equally important. A smaller number of high-quality, detailed reviews can be more beneficial than a large number of brief, generic reviews.

Continuous Effort

Remember, gathering reviews is an ongoing process. Consistently encourage satisfied customers to leave reviews to maintain a fresh, up-to-date online reputation.

Ready to Boost Your Digital Marketing Efforts?

If you’re looking to elevate your digital marketing strategy and improve your SEO through effective review management, we’re here to help. Don’t miss out on the opportunity to enhance your online visibility and drive more conversions.

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