The power of Google reviews

A company's own advertising tries to draw the attention of customers to the product on offer and to convince them of it. It is then up to consumers themselves to get an additional picture of whether the benefits offered by the company also correspond to the actual experience of previous customers.

In our digital world, online reviews provide a large part of the (supposedly) authentic information that we can rely on for the first time when making purchase decisions. This is especially true if we have not received a personal recommendation from friends and family before. The importance of online reviews should therefore by no means be underestimated.

“70% of customers find out about online reviews before making purchase decisions. 63% of customers are more likely to make a purchase if the product has high ratings and positive reviews. ” Qahri-Saremi & Montazemi

Why Google reviews are essential these days

Among all review platforms, Google is in a leading position. This is because Google is often the preferred search engine and the reviews are displayed directly with every search without having to actively search for them with extended effort.

So imagine: A potential new customer is looking for a service or product that your company offers. When you enter search terms in Google, numerous results are displayed. But what immediately catches the eye? Of course, the name of your company, the star rating and the first detailed reviews and customer feedback about your company.

“Online reviews have a significant impact on credibility and trust in the company, service, or product. As the number of reviews increases, consumers pay attention to heuristic clues such as star ratings to simplify their search and review process. ” Kovacs

What does this mean for company management? Online reputation is the company's digital business card. On this business card, Google reviews are one of the most important foundations for the trust and credibility of a company of any size and a decisive factor for acquiring new customers (just as important as all other PR management, corporate identity, etc.).

Comparing online reputation management with traditional marketing activities

Online Reputation Management and traditional marketing activities differ primarily in their focus and execution. Digital reputation management focuses on the online perception of a company by actively responding to reviews and being present on social media to positively shape the online image. Traditional marketing, on the other hand, relies on broad-based strategies such as advertising campaigns and public relations to strengthen the brand and build customer loyalty. While digital management reacts quickly and dynamically to the online environment, traditional methods aim to establish long-term relationships. Both approaches complement each other to promote a strong brand and a positive reputation both online and offline.

The impact of Google reviews on search engine rankings

Various factors, such as the content, usability, or speed of a website, determine its placement in Google's search results. Online reviews have always played an important role in search engine rankings. But since last year, they have become more important than ever.

Every year, Google adapts its own algorithm with so-called core updates. These updates include significant changes in how Google determines which websites appear in users' search results. This, of course, with the aim of showing the most relevant search queries at the top. The latest updates in 2023 reinforce the importance of Google reviews and thus increase the relevance of online reputation management.

Positive reviews, particularly those with keywords related to the company or industry, significantly improve a company's visibility and ranking in Google search results. This increased visibility leads to more website traffic, which makes the combination of Google Core updates and positive reviews an essential strategy for companies.

The challenge: Balancing reviews and reputation

Although Google reviews offer comprehensive insights, they also pose a challenge for companies: Negative reviews arise significantly faster and more frequently than positive reviews.

“Dissatisfied customers are often more motivated to share their experiences in order to let off steam or to find justice. ” Qahri-Saremi & Montazemi

Solutions such as those from Hypt offer opportunities to actively improve Google rankings and effectively overcome these challenges.

Long story short

The trust factor of Google reviews and their impact on Google rankings make them indispensable. Companies need to actively collect positive reviews, use them to their advantage, actively manage their online reputation and strategically use the findings from Google Core Updates.