A review site is a website on which reviews can be posted about people, businesses, products, or services. These sites may use Web 2.0 techniques to gather reviews from site users or may employ professional writers to author reviews on the topic of concern for the site.
Amazon has done a great job of getting product reviews, which is basically free SEO.
If you have a strategy for acquiring reviews on your products and they can be indexed by Google, then you can receive a tremendous value from having more content on your site.
Searchers are also more likely to trust your content, buy from you, and stay on your page longer reading reviews — all of which will help your SEO.
It’s a win-win every way that you look at it. Reviews are fantastic for the user experience, conversion rates, and SEO.
The number of on-line consumers who read and trust on-line reviews is increasing. According to a survey by BrightLocal, 88 percent of consumers trust on-line reviews as much as a personal recommendation—which is astounding, considering most on-line reviews are posted by total strangers. The same survey found that only 12 percent of the population did not regularly read reviews for consumer products.
What this means is that not offering user reviews (or ignoring them as a potential marketing opportunity) is akin to alienating 88 percent of your buying population, depriving them of information they want to help them make their buying decisions.
This is one of the biggest reasons why on-line retailers and merchants get frustrated with SEO and stop optimizing.
While you should spend 10 percent of your time on doing things that will result in 90 percent of your success in SEO, technical SEO is time intensive and accounts for maybe 10 percent of your ecommerce success.
For instance, with platforms such as BigCommerce, Shopify, Magento, etc., technical SEO is usually good right out of the box. What happens is on-line retailers spend thousands upon thousands on technical audits, site-map optimization, on-page optimization, and more, only to find out the needle has barely moved and, quite possibly even worse, that their rankings have actually gone down. Then, when they ask why doing SEO didn’t help them, I usually find their back-link profile to look something like this:
- Links are one of the two most important Google ranking factors.
- If you don’t have any high-quality links pointing back to your site, it will be really tough to rank on Page 1 of Google because Google won’t view your site as relevant, authoritative, and trustworthy.
- In ecommerce, you’ll find greater opportunities and win greater organic search visibility by focusing on creating and promoting content to build high-quality links, rather than technical SEO.