“I have been looking all over for an [x] that does [y]”? The chances are good that that particular person typed a similar phrase into Google as part of his or her quest to find said product. With user reviews, you allow your audience to define what they’re searching for, in their own words; you can then tailor your content accordingly, so that your site ranks more successfully.
How to Respond to Negative Reviews
Maybe you’re dragging your feet on including user reviews because you’re worried about negative feedback. If that’s the case, consider this: negative feedback has been shown to aid in conversions as well. This is, in part, because users who are serious about buying something want to educate themselves fully about a product – and that means learning and understanding the bad as well as the good. (Some sites, including TripAdvisor, give retailers the opportunity to respond to reviews; the TripAdvisor model differs from that of the standard retail site, however.) And if nothing else, negative reviews provide you with suggestions for improvement – which in turn can be spun into your ever-evolving SEO strategy.
“Web content has come a long way. Fast forward to 2016, and quality content is king. Wise Content serves as a customer service engine, answering the questions and concerns your audience shares via user reviews,” says Joseph McElroy, CEO of GalileoTechMedia.com.
“Wise Content serves social media by being research rich, opinion forming, and most of all – SHARABLE. Content must understand the mind of the reader and change dynamically to meet expectations and answer questions.”