How Customer Reviews Can Help Local SEO For Security Dealers

You already knew that customer reviews can have a big impact on your revenues, but did you know that they can also affect your visibility on the web? It’s true; Google can determine via its algorithm if your business’s reviews on Yelp, Angie’s List and Google+ are relevant enough to reward you with better search rankings.

It’s a logical conclusion that the more positive reviews you have, the more those reviews are going to help your business rank better against your local competitors. However, it isn’t only positive reviews that Google likes. Experts believe there are actually three primary factors the Google algorithm is looking for when it scans customer reviews on the aforementioned review portals.

Regularity

How often are reviews are posted for this business? As long as they are posted with some regularity in the portals listed above, that’s good for the business’s local SEO. If, however, there are months and months between each review – well, then the reviews aren’t likely to help the business’s search rankings out.

Recency

How recently were the last reviews for this business posted? If it has been years, then Google isn’t likely to consider those reviews relevant enough to boost the business’s search rankings. But they were in the last several weeks, or even in the last a month or two, that may be enough to earn Google’s good graces.

Sentiment:

What was the user’s intention: a good review, a bad review or a mixed review? Google has ways to distinguish the sentiments of reviewers, and it will honor businesses that have good reviews with better local search rankings if they are regular and recent enough. Star ratings are one of those ways, so one of your goals should be to get as many 4 and 5-star ratings as you can.

The algorithm is hoping to check off all three customer review boxes – regularity, recency and positive sentiment – before it rewards a business’s website with better local search rankings. If you can get a consistent wave of positive reviews now, there’s a good chance of your rankings improving over time. It’s just another reason to consider our Reputation Marketing service, which collects, manages and publishes your customer reviews online. 

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2009, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

Positive Reviews=Consumers Paying More, Study Says

There is another new study that points to a direct correlation between customer reviews and revenues for the businesses who receive them. Conducted by a leading social analytics firm and the Paley Center for Media, this study measured exactly how much more people were willing to pay for products based on the reviews they had read.

Nearly 6,000 people were studied, and many variables were introduced, including whether the reviews came from online strangers or social media friends (who the user would be likely to know in real life). According to the study’s findings, highly positive online reviews can generate an increase in purchase intent by up to 10 percent. On the flip side, negative reviews can reduce purchase intent by 11 percent.

When Customers Will Pay More

The research concluded that people are often willing to pay more for a product based on a positive online review (in a review forum like Angie’s List, Yelp, or the Amazon reviews section below product listings). They may also be willing to pay more if they see the product recommended via a share on social media (such as a Facebook share, a positive tweet or a Reddit post). When it comes to an iPad, for example, the consumer would pay $22.26 more based on a positive review by a stranger, and even more ($27.42) if the recommendation came from a friend or family member.

Pro Tip: The more positive reviews people see, the more they will be willing to buy from you – and, perhaps even spend a little more than they had budgeted (i.e. home automation).

 

Still, for products like electronics, reviews conducted by professionals carry even more weight. If a professional in the industry gave a positive review or share to a product, consumers were willing to pay up to $31.13 more. That’s evidence that reviews have real, meaningful influence. Likewise, bad reviews drove down the price that consumers were willing to pay for the same iPad – up to $32.30 less, in fact.

How this Applies to Home Automation Companies

How is this relevant to reviews for electronic security companies? Your security system products and your customer service can all be reviewed by average consumers on review forums, and they can also be subject to feedback on the social media platforms listed here. The more positive reviews people see, the more they will be willing to buy from you – and, perhaps even spend a little more than they had budgeted. Likewise, negative reviews will have the opposite effect. That’s why it’s so crucial to get as many positive reviews of your business as you can, on every possible online platform.

Get More Positive Reviews Now

If you get more online reviews from your most satisfied customers, everyone from strangers online to their friends and family can see those reviews and make informed purchasing decisions when it comes to your electronic security business. To learn how to get those reviews, contact Ignite RMR to discuss Reputation Marketing. We will be glad to help!

About Us

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2008, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.

 

Beat The Internet Trolls: How Security Companies Can Respond To Negative Reviews

Perhaps one of the most overstated truths about customer reviews is that they all have to be positive. You want the majority of reviews to be good, because the ratio of good-to-bad reviews is what dictates your star score – and remember, there is a direct link to your star score and sales revenues. But rest assured, the occasional negative review of your security business is nothing to panic about. In fact, most customer review services will contend that consumers trust reviews more when they see several positive reviews alongside a few negative ones.

If you have nothing but glowing reviews for your business, today’s consumers are savvy enough to know that those good reviews could be “planted” (meaning, you are using employees and family members to write them – or worse yet, paying a review writing service to create them). You don’t need to use these “black hat review” practices because it’s normal and expected to see a review from a disgruntled customer from time to time. So, here’s how to handle it when it happens:

ANSWER THE REVIEW

Your punctual, personalized response – one that addresses the specific details of the complaint – shows the entire audience that your business cares about its customers and wants to fix any problems that may occur.

When you respond to the customer who wrote the negative review, you are also speaking to the hundreds of people who will see that review in the future.

OFFER TO MAKE IT RIGHT

As compensation for the customer’s bad experience, you can offer them something of value: a free product, a free a month of monitoring services or even a free upgrade. Whatever you are able to reasonably offer, offer it to show your commitment to remedying the situation. Often, a gesture like that can soften the customer enough to give you a second chance.

ENCOURAGE MORE REVIEWS

If there is one time when gathering more positive reviews is essential, it’s right after you receive a bad one. You want the good reviews to sit right on top of the bad, so they are the first reviews searchers will see. Keeping the good reviews coming in will also ensure that your average star score stays high, despite one or two bad reviews.

Pro tip: most customer review services will contend that consumers trust reviews more when they see several positive reviews alongside a few negative ones.

 

These are the actions to take when you get a bad customer review online. Ignite RMR offers a review generation service that helps you get the good reviews you want from your real customers, on an ongoing basis so that your star score stays high and the revenues keep pouring in.

ABOUT US

Ignite Security Marketing is an inbound marketing agency that specializes in marketing and salesforce automation for the security industry. Since 2009, we have been the marketing partner of choice for SDM 100 corporations and SMB’s around the nation.