It was our operations manager who discovered the problem. One of our biggest clients, a large tire and auto repair facility in West Los Angeles, had over 500 Yelp reviews but only 22 Google reviews. I decided to reach out to the owner and explain the situation to him.
Having over 500 Yelp reviews, he was no stranger to the concept of getting reviews. So he immediately understood when I explained to him why it was important to have a more balanced review profile. After all, one of the reasons he partnered with us was to help his auto and tire repair shop get more business from online searches.
The owner wasn’t different from many of our other customers. He knew how important Yelp was and spent years building his 500 plus reviews. While he knew that Google had its own review platform, he didn’t realize how important it was. If you’re trying to rank higher on Google, their review platform is the most important platform in the world. If you want to rank on Google, it’s a good idea to play the game that Google has made. Google’s review system is based on its “Google My Business” platform. And getting more reviews on GMB is just the start. GMB is a full-fledged social channel for businesses. Business owners would be wise to participate in all aspects of it, not just the reviews.
Google rewards businesses that use their platforms. Their reviews are arguably the most important. The reason they are important is they’re a search ranking factor. They are also important for converting people into customers. It can look fake if a business has dozens or hundreds of reviews in one place, and almost none anywhere else. Having a balanced review profile is the end game.
So what is a balanced review profile? A balanced review profile is a natural pattern of reviews. People use a variety of platforms to find and interact with businesses. It makes sense that they would also write reviews in different places. These reviews can be anywhere from Trust Pilot to Yahoo, Yelp, Yellow Pages, Super Pages and many more. The big three for most businesses are Google, Yelp, and Facebook.
The takeaway is that if you’re a small business trying to get more reviews, don’t put all your review eggs in one basket. Ask for reviews on “The Big Three” and when you get each of them sorted and balanced out, then start asking for reviews in different places to keep them more balanced. The more places your business has reviews, the better.
The more review diversity a business has, the better it is for their search engine rankings. It’s also better for their consumers. Most people use a variety of different places to find what they’re looking for. It’s important to have reviews in as many places as possible, as long as it makes sense for your particular type of business. For example, an attorney might want to get many reviews on avvo.com. Reviews on avvo.com don’t make sense for a tire dealer.
Which, brings me back to the customer this story is about. One of the things we do for our customers every month is to send them a review flow report. Our review flow reports show every single review ever written about a company. We like to see our customers getting at least a few reviews every month. I was blown away when I read the review flow report a month later for the tire and auto repair facility. They received 75 reviews on Google in one month! That amounted to an average of 2.5 per day. We have customers that struggle to get 2.5 reviews per month. Here’s this amazing business owner who was getting up to 5 reviews per day. Within two months they had well over 125 reviews, and their review profile was becoming more balanced each day.
Naturally, their Google rankings surged to an all-time high. I might mention that the owner of the tire and auto repair shop had a little help. They used a review management platform that made it easy to get reviews. Nimbus Marketing offers the same type of review management platform. For $75 per month, our system automates the review process. If you’re interested in learning more about automating your review process and getting more reviews per month, reach out to us at email@example.com.
Robert Portillo, founder of Nimbus Marketing, and his family.
About the author:
Robert Portillo is the founder of Nimbus Marketing. Nothing satisfies him more than expressing his thoughts well. He lives in Los Angeles with his wife and two sons. He can often be found at local farmer’s markets, hiking trails, and the beach.