Sunday, 20 May 2012
What Should You Tell A Client When Google Loses Their Reviews
Google continues having technical issues with losing reviews particularly when the CID of a listing changes due to a merge. Also they seem to be tightening down what appears to be a relatively unsophisticated spam algo (first confirmed in November 2010) that is catching a number of good reviews with the bad. Don Campbell, amongst many others over the past few days, asked me what to tell rightfully upset clients that lose reviews from their Google Places page. Here is what do when I have a client that has lost reviews: 1) Educate the client: I refer people to this Google authored article, Having technical issues with the reviews on your listing? In it Google outlines most of the issues as to why reviews go missing. The issues range from spam abatement to Google simply losing them in certain situations. Google notes that in most situations there is often little to be done even by The Google themselves until the issues are fixed and appropriate tools are developed. (In fact it really make the most sense to educate your client BEFORE they lose reviews so that they know what to expect and when it does happen you are not the one that they take their frustration out on.) 2) Provide a dose of humor and reality: Since there is not much a client or SEO can do, I also I provide them with the 6,6,6 rule for lost reviews to guide them as to what to expect in terms of recovery of the reviews. It might provide some small comfort. What is the 6,6,6 review rule? (any client imagined thoughts about the devil suggested by my guideline are actively encouraged) If reviews don’t come back to the Google Places page in 6 days, they might return in 6 weeks If they don’t return in 6 weeks they might return in 6 months If they don’t return in 6 months they have descended to Dante’s 6th Ring of Hell 3) Encourage them to stick with the plan: Regardless of what Google is doing (or more likely not doing) in regards to reviews this week, the best tactic is to keep on truckin’… continue to get more reviews at both Google AND 3rd party sites. I know it is hard and discouraging when difficult to obtain reviews are lost but neither the client (nor we) can control what Google does. The client can, in the end, only control what they do. It is better to have some reviews rather than none. A steady stream of reviews at the review sites will guarantee that the business has a solid review base no matter what and no matter whether Google has lost em again. 4) Advise the business to take control of their own destiny: (Contributed by Jacob Puhl) With the realization that some percentage of reviews will likely continue to disappear, the client should take it upon themselves to make copies of the reviews they do recieve at Google. If the reviews do disappear repurpose those that disappeared as testimonials on the client web site. In the same vein, implement hReview/Schema.org formatted testimonials on your site to highlight these “lost” reviews so that there is the chance of getting the additional review stars in search. Be sure that the testimonial page has enough prominence that there is a chance that it will be used by Google as a review page. Reviews are hard to come by and painful to lose but just because Google doesn’t have their act together doesn’t mean that your client shouldn’t either. The value of reviews in terms of increased credibility & conversions is too high for the SMB to just give up on the process when confronted with adversity.
Posted by Ivan Tasev at 14:55