As Google expands the local search experience to encompass more aspects of the customer journey, user-generated content is coming into play as one of the most important ranking factors for small and mid-size businesses.
User-generated content can assist in yielding revenue for your online business. It can help you engage and retain customers as well as convince and inspire new ones. Furthermore, it’s an efficient way to interact with your audience across channels, enhance your website content, and boost your social strategy.
Google reviews, increasingly essential to the online search presence of brand and SMB brick-and-mortars alike, were hit by a massive spam attempt last week. At least 2 million fraudulent reviews were posted, according to ReviewFraud.org.
Community forums—online spaces where consumers and developers can interact and collaborate— are increasingly popular tools for companies hoping to improve their product development and ideation. The strategy is working effectively for marketing tech vendor CallRail.
As non-review content grows in prominence, brands and small businesses with be forced to reckon with it. Like reviews, such content both reflects and shapes a brand’s reputation. Unfortunately, many brands are still behind when it comes to engaging with local reviews, so these new developments will represent an even heftier challenge when it comes to crafting an effective and scalable strategy. Brands who neglect UGC in local will suffer greatly in comparison with those who learn how to engage.
A friend at work is a serious cheap eats hound. He has eaten at more ethnic restaurants in the South Bay than I even knew existed. I asked where he was going for lunch yesterday. He told me. I Yelped it, and he laughed at me. Why? “All those reviews are useless to someone like me. I have different taste than people who use Yelp. And I’m sure that a ton of those reviews are gamed,” he said…