Tag Archive | "Ratings"

How improved Google ratings impact conversions

When performing a search on Google these days you will often find it contains a local result. In most cases that means results in a map powered by Google My Business results.

In fact, during quarterly earnings call Google’s CEO said,

“I wouldn’t underestimate the focus we have on local. Just to give you a sense, local mobile searches are growing faster than just mobile searches overall, and have increased by almost 50% in the last year.”

When a statement like this is made it indicates two things to me:

1. Consumers are expecting more and more local results

2. Google My Business is really important to capture traffic.

With this trend clearly in sight, I wanted to dig into some data to look into a key factor in consumers decision making, ratings, and reviews. I was curious as to how much having a strong rating impacts consumes selecting a business. We already know ratings and reviews are important from numerous studies in the industry.

For example, Brightlocal found that 57% of consumers will only buy from businesses with a four-plus star rating. So I took a look at some data that included over 10 million Google My Business data points to try to understand the impact of increasing a business rating had on their conversion rates. I think what I found will seem very obvious, but certainly, validate the importance of good reviews.

Ratings really matter for non-branded searches

I thought I might start with something that is the most logical. When a consumer isn’t familiar with your brand and performs a generic, aka non-branded, search they are influenced greatly by a business’s rating. In the data set that I used businesses were found via non-branded searches 70% of the time vs. 30% of the time via a branded search. Meaning >2X the traffic is coming from consumers who aren’t yet sure what business they are going to choose.

Once they see the results, consumers took action on business that had a higher rating regardless of the type of search as ratings improved (duh), but they were more impacted by businesses with higher ratings when they performed a non-branded search. Conversion rates for consumers who took action (phone call, click, or got directions) on a Google My Business result were 68% higher vs. 63% higher for non-branded searches for companies with a <=2 rating vs. a 5 rating. Each star rating improvement directly leads to an increased conversion rate.

star ratings and non branded search

Source: Google My Business Insights

In our data set we had 70% of businesses with a rating between 2 & 4, with just 17% of businesses >4. For that 17 % of businesses who have received the highest reviews, they are receiving almost 30 more actions per 1,000 impressions than business with a <=2 rating. Think about how much this adds up over time? It’s massive.

While the fact that having a higher rating directly relates to having a higher conversion rate might seem obvious, I thought I’d add a data point that wasn’t as obvious, but potentially just as valuable. Our data shows that as your rating goes up consumers are more likely to click “get directions” vs. calling. While this doesn’t necessarily directly equal higher conversions, to me it indicates that consumers are more comfortable to trust the listing and head directly there vs. calling to get a sense of comfort prior to making any decisions. Also, they might call to validate the listing since the rating is so low. This introduces a potential barrier to conversion, maybe that call isn’t answered, or is requiring a customer service call since the rating is so low.

action types by rating

Source: Google My Business Insights

The simple takeaway from this data is that ratings drive action and business. The action to be taken is twofold;

  • Google My Business is important. Ensuring that your name, address, phone number, website, hours, etc… are accurate and well aligned across the web. Often using a location data management platform can help improve quality and results.
  • Soliciting and responding to ratings and reviews will help your business improve your ability to convert consumers. There are also software packages available to help improve ratings and reviews for your business. You don’t necessarily need one of these platforms, but similar to location data management they can help scale your marketing prowess.

We know from Google’s data and CEO that location is important. Hopefully, these data points can provide some additional firepower for your business to take these listing seriously. Improving your listings in Google My Business and other location data providers will have a positive impact on your business.

Jason Tabeling is EVP, Product at Brandmuscle. He can be found on Twitter @jtabeling.

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Review counts matter more to local business revenue than star ratings, according to study

Womply also found businesses claiming their listings on multiple sites generated 58% more revenue than the average.

Please visit Search Engine Land for the full article.

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Google now shows Seller Ratings by country, changes eligibility requirements

Businesses must have 100 reviews per country to be eligible for Seller Rating.

Please visit Search Engine Land for the full article.

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SearchCap: Google seller ratings, complex SEO & local reviews

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

Please visit Search Engine Land for the full article.

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SearchCap: Ask an SMXpert, Trump tops Google ratings for “idiot”, search in pics & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

Please visit Search Engine Land for the full article.

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Kate Gosselin Reportedly Forced Her Kids To Vacation in Alaska For TV Ratings

Kate Gosselin’s name is being dragged through the mud yet again.

According to Radar Online, the re-release of the shocking tell-all book, Kate Gosselin: How She Fooled The World, has new claims that center around Gosselin’s first reality show Jon & Kate Plus 8.

In 2010, the 39-year-0ld reality TV star reportedly forced her eight children to go on a vacation to Alaska with politician and former Alaskan governor, Sarah Palin. The trip was said to have been orchestrated by TLC in an effort to boost the show’s ratings.

Robert Hoffman, the best-selling author of the infamous slam-book, claims that Kate was totally in agreement with the network. However, the children had no desire to go on the trip.

Hoffman also claims that their daughter Mady was so upset about going to Alaska that she called her father Jon Gosselin to come and get her the night before they were scheduled to depart.

“Mady couldn’t take it anymore and called Jon the night before, begging him to come and get her and take her back to his apartment. She absolutely did not want to go away for more filming, and especially not as far away as Alaska. I know this because I went to Kate’s house that night with Jon to pick up Mady, and I heard the discussion between Jon and Kate – through the intercom at the gate,” Hoffman alleged.

“Kate completely disregarded Jon’s concerns about Mady and blew it off by saying that Mady was just tired and she didn’t mean what she said. She, of course, managed to insult Jon several times during the exchange. This was at night, in the dark, with no paparazzi watching; it was just a loving father coming to get his unhappy daughter who had called him for help.”

Unfortunately, Jon wasn’t able to pick his daughter up. Instead, he was met with threats from his estranged ex-wife. When Jon reportedly told Kate he’d be back the next day to pick up his daughter, she became enraged and threatened to call the police if he came to the home.

“Jon told Kate that he would be back in the morning to get Mady, and Kate told him that she would have the police at the house to arrest him if he tried,” he wrote. But, to no avail, all eight children did end up going to Alaska.

Hoffman also explained that he has proof to support the accusations. The young child can also be seen crying in the pictures that were used to promote the episode, which recounted the trip to Alaska.

“While only a handful of people knew about the drama leading up to the Alaska  trip, the family photo that TLC released to the media to promote the episode  actually ended up giving away the fact that something was going on with Mady.  You’ll see a very smiley Kate with all the kids. But if you look at Mady, on the  far right, you’ll see how sad and miserable she is. She’s crying in the  publicity photo. That photo is all the proof anyone would ever need to see that  she didn’t want to be there… That picture was worth a thousand words.”

Several media outlets have speculated that the claim in the book is actually true due to the questionable picture. With the re-release of the book, rumors have begun to stir about Kate’s questionable parenting skills yet again.

Do you believe Kate Gosselin has the best interest of her children in mind?

Image via Kate Plus 8, Facebook


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Mobile, Google, Ratings & Reviews Gained Influence with 2013 Holiday Shoppers [Study]

A survey of holiday shoppers finds that Google paid search results that included pictures of products influenced 31 percent of online purchases, while online reviews and ratings influenced 48 percent of online shoppers.
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