Customer Reviews get you Found in Google (and other search engines)

You know that search engine marketing is important, right? But did you realise that 80% of purchases for all goods and services start with a search on the internet! (Neilson Netratings). So if your business is not generating a significant amount of business online (whether you sell online or not), you're probably missing out on a huge opportunity.

Getting onto the first page of Google search results is every business owner's dream. But many businesses approach search optimisation in the wrong way...

A mistake businesses often make is to search for their own business name. If customers know your business name, they've probably already decided to use you. It's the other searches that you should focus on...

More important is to search for "[business type], [suburb]" or "best [business type], [city]" or "[business type] reviews, [city]", or even "[business type] [service speciality], [suburb]". In other words, don't search for "Lisa's Hairdressing Salon" - yes, your business should be found easily but this should be pretty easy when people type in your business name. Instead, search for "hairdresser, Eslternwick" or "best hairdresser, Melbourne", or "hairdresser reviews, Melbourne", or "hairdressers with play areas, Melbourne".

Getting found for very specific phrases and especially phrases that include "best", "reviews" and other similar words is something you can either employ the services of an expensive SEO business to help with, or you can enlist your customers to write reviews for you.

Customer reviews are an extremely effective way to optimise your business information for Google.

It's not magic. Customer reviews work to get found in Google because they're real people describing your business, in real people's language. They're also fresh information, which Google loves.

When people search for businesses, they use terms that you're unlikely to find on most business websites. But these are often the exact same words that your customers use to describe your business. For example, the website for Mike's Sports Physiotherapy might say something like "We provide professional physiotherapy services and treat all kinds of sports problems. We offer thorough assessment and treatment which can include stretching and strengthening programs."

On the other hand, a customer might write a review saying; "I hurt my shoulder playing tennis and decided to see a physio. Turns out my injury was quite easy to treat and only took 2 sessions. I was nervous at first but Mike was extremely gentle - I'd recommend him to anyone in the Eastern suburbs."

If a potential customer was searching on Google, they might type "gentle physio for tennis injury in eastern suburbs". Mike's website would fail dismally but his listing on WOMOW would have a great chance of being one of the top results. This is an extremely powerful way to substantially improve your positioning on Google.

Surprisingly, it can be extremely difficult for a business owner to know just how their potential customers are searching on the web. One case in point was a dog trainer. He had a great website but when one of his customers reviewed him on WOMOW and referred to him as the "dog whisperer", his web traffic soared.

And when people find your business, they see a whole lot of your customers telling them what fantastic service you provide! There's simply nothing more convincing than that.

So what are you waiting for? Start building up a bank of customer reviews and watch your traffic and new enquiries soar. The more reviews you get, the better this works...

Our Business Survey: The Results Are In

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Could this be the easiest way to be found in Google?

Getting your business listed near the top of a Google search is a very tricky task indeed. Big businesses find it hard enough, but for small businesses that don't have the time or money to put into SEO (search engine optimisation), it can be almost impossible.

There are lots of factors that determine how websites are sorted - and Google doesn't let us in on all their secrets. However, some businesses are finding that there is a relatively easy (and legitimate) way to get found on Google.

In general, Google favours the most relevant content from the most credible websites. So you need your business on websites that are well optimised for search engines, alongside words that people are searching for. One easy way to achieve this is by getting people talking (writing) about your business on a popular website. In case you haven't guessed, one good example of this is http://www.womow.com.au/.


Why are ratings so effective?

There are a couple of reasons. One is that on a review website like WOMOW, it's easy for your business name to be mentioned several times. Another is that the developers behind WOMOW have structured the web pages so that the content is easily spidered by Google. But it's also true that you could achieve these benefits from other types of websites.

The real reason that a site like WOMOW helps you get found on Google is because it's real people describing your business, in real people's language.

When people search for businesses, they use terms that you're unlikely to find on most business websites. But these are the exact same words that your customers use to describe your business. For example, the website for Mike's Sports Physiotherapy might say something like "We provide professional physiotherapy services and treat all kinds of sports problems. We offer thorough assessment and treatment which can include stretching and strengthening programs." On the other hand, one of his customers might write "I hurt my shoulder playing tennis and decided to see a physio. Turns out my injury was quite easy to treat and only took 2 sessions. I was nervous at first but Mike was extremely gentle - I'd recommend him to anyone in the Eastern suburbs."

If a potential customer was searching on Google, they might type "gentle physio for tennis injury in eastern suburbs". Mike's website would fail dismally but his listing on WOMOW would have a great chance of being one of the top results. This is an extremely powerful (and free) way to substantially improve your positioning on Google.

Surprisingly, it can be extremely difficult for a business owner to know just how their potential customers are searching on the web. One case in point was a dog trainer. He had a great website but when one of his customers rated him on WOMOW and referred to him as the "dog whisperer", his web traffic soared.


So how do you make the most of this rating phenomenon?

1. Get lots of customers to rate you on WOMOW.com.au
   Literally all you need to do is get into the habit of asking every customer to rate you. Not everyone will, but if your customers are happy with your service, they're usually more than happy to do this for you. (By joining WOMOW's Happy Customers Program, you can get flyers which you can give to customers make it easy for you to tell them how to rate your business).


2. Make sure your business is listed correctly
   Check that your address, phone number and especially website and email address details are included an accurate. To do this, you just claim your business listing (there's no cost).


3. Include extra information about your business
   Upgrade to an Optimised Listing and you can include a description for your business that helps you get found on Google. Here you can list the brands you supply, the areas you service, the products or services you provide, whatever it is you think people will be searching for on Google.
   
4. Keep the ratings coming
   Because Google values fresh information, it gives priority to pages that are frequently updated with new content so it's important to develop a way of requesting ratings from customers systematically. Aside from handing out flyers, you could also enclose a request (or flyers) with invoices, send recent customers an email asking them to rate you, or display a sign that explains how you rely on customer referrals and ask them to rate you that way.

Start this week and watch as your web traffic grows over the next few months. As they say, it may not happen over night, but it will happen!

Use Business Awards to Generate Word-of-Mouth

A great way to get people knowing and talking about your business is to enter (and preferably win) business awards. When you start looking, there are quite a few of these around - some general, others more industry specific.

As I see it, the main benefits are;

• Media Attention - Businesses that win awards have something to tell the press. Often the award organisers have their own highly polished PR department that will help promote their award, as well as the businesses that achieve some success. The best thing about this is that media coverage leads tends to lead to more media coverage.
  


• Exposure to Key Influencers - In my experience, the businesses and people entering awards are often decision-makers and important influencers in their industry and community. While it might not seem like a huge number of people you're physically getting in front of, they're the 'movers and shakers' of our society. (In a previous business we owned, winning an award put us on the radar of the company that ended up acquiring us several years later.)
  
  
• More Web Links - I'm no Search Engine Optimisation expert (I leave this aspect to others I work with), but I know that when you have more links pointing to your website your Page Rank increases and you'll be more likely to show up higher in Google's search results. The more popular the website that links to you, the more impact this has. By entering awards, you're business will often be listed on the awards organiser's website (hopefully with a link to your site). And if you get media attention from the awards, this can also give you more links.



• Birds-Eye View - Probably the most important benefit of all is that the process of entering awards causes you to reflect and think deeply about the current state of your business. The entry requirements are usually all-encompassing and force you to address every aspect of your business - including the more strategic elements (like your vision, culture, exit strategies, etc) that are easy to neglect on a day-to-day basis. Yes, we all intend to devote some time to long-term thinking, but for most of us, this only happens when we have an awards deadline to work towards!

On the downside, entering awards can be fairly involved and really needs dedicated chunks of time to be done properly. We think it's worth it though and have entered several awards with WOMOW.com.au and our previous business (Invizage Technology).

One business award currently seeking entries is Anthill's Cool Company Awards. We've got our entry in so why not give it a go? In their words...

Is your company a step ahead of the rest? An organisation of rule-making and rule-breaking leaders? To put it simply, is your company 'cool' in 2008? Applications are now open!
Click here to nominate.