September 17th, 2011
We all know by now that at the end of July, Google changed how they calculate star counts on Google Places. (see previous post)
Dealers that relied heavily on Dealerrater.com, Yelp.com, or CitySearch.com saw their review counts drop drastically toward the end of July.
I have been encouraging dealers to post review on Google Places because it will increase referral traffic to their website and increase calls. Some dealers are skeptical just how important Google Places is to their overall website traffic. Others are skeptical if posting reviews directly on Google Places makes an impact.
I finally have some direct proof that focusing your attention on customer reviews has a major impact on consumers clicking through to your website from Google Places.
The term Zero Moment of Truth refers to the digital “scorecard” consumers see prior to selecting a product or service online. For dealers, Google Places reviews play a major part of the ZMOT experience. For the dealer in this case study, Google Places shows over 40,000 times a month.
If you have been lackadaisical on adding reviews each month to Google Places, this is your wakeup call.
I am sharing the Google Places analytics for a dealer in the period from June 1st through September 16th in the graph below. Notice that over this period of time, the number of impressions have stayed basically the same. However, there was a big drop in “actions” when the dealer’s star counts dropped from 275 to 3 when Google changed their algorithm.
So let’s dig deeper and look at traffic in June and then we will look at traffic in the last 30 days. In June, the dealer had over 275 reviews in their star counts, primarily from DealerRater.com. In August, their review “star” count dropped to 3. Notice the BIG difference in referral traffic in the two graphs below:
In the month of June, this dealer had over 275 starred reviews and it resulted in 3,176 clicks through to their website.
In the last 30 days, with 3 reviews this dealer had 429 clicks through to their website.
This is an 86% drop in referral traffic and the impressions stayed basically the same. So if anyone is NOT taking their Google Places account seriously, here is the data.
To get 2,747 replacement visitors would cost you over $6,000 in pay-per-click or $72,000 a year. Is the effort to get reviews posted by your customers worth it? You decide.
The more reviews you have on Google Places, the more FREE traffic you will generate to your website. This makes a strong case to immediately implement an in-store review process using the Google Places app. Once this dealer gets their review counts over 275 using Google Places App, their high referral traffic will return. For a store of this size, this can be fixed in a short period of time.
If you have been holding off implementing on in-store Google Places review process, this data should light a fire under your ass.
Choose if you want to leverage Google Places to drive free traffic to your website or drive traffic to your competitors.
If you need help, give us a call.
Brian Pasch, CEO
PCG Digital Marketing
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June 16th, 2011
Google has always enabled you to track what people say about you online with Google Alerts but they have now made it easier for anyone to track their online reputation with a new tool in the Google Dashboard called “Me on the Web“.
The new set of tools makes it easier for anyone to see what is posted on the web using their name. The dashboard also has features that include “How to Remove Unwanted Content” which will assist companies dealing with their online reputation management.
“If you find content online–say, your telephone number or an embarrassing photo of you–that you don’t want to appear online, first determine whether you or someone else controls the content. For example, if the photo you want to hide is part of your Picasa account, you can simply change your photo visibility settings. If, however, the unwanted content resides on a site or page you don’t control, you can follow our tips on removing personal information from the web and removing a page from Google’s search results.”
The Google Accounts dashboard, shown below, has the “Me on the Web” summary and helpful links:
To access this feature, login to your Google Account Dashboard and it will be active. The start of this product is a clear signal to any business that Internet Reputation Management is a mandatory business process that should be part the standard operation procedures for any business.
If your business needs assistance with Online Reputation Management, give our team a call to discuss our winning strategies for building your brand message online.
June 6th, 2011
In fact you could say from the viewpoint of an Internet astrologist, the ISA for some businesses are aligned to grow their profits while others are aligned to bring them pain.
How is your Internet Star Alignment?
Before you think that I lost my mind and have jumped into metaphysical search engine optimization (MSEO), read on.
Compelling arguments have been made supporting the new requirements for business owners to have an active Internet Reputation Management (IRM) process. This post includes a visual confirmation as well.
Today, my search engine results page (SERP) for a local business name was filled with “stars”, These stars are not there by accident; Google is socializing search results.
Google is rewarding consumers who volunteer their time to post reviews. It created the Google Places App to make it easy to post a review. Google empowers consumers by giving them the ability to associate star counts for any business.
As a side note, all business owners should be using Google Places App when their customers are visiting their place of business. It’s much easier to get a review when you are face to face with a satisfied customer that already has a Google or YouTube account. The review process takes less than 60 seconds.
Google is also rewarding business owners who encourage customer reviews with Google Boost. Business owners can use Google Boost to create pay-per-click ads with their “star” counts prominently displayed.
Google Marketplace includes stars showing for e-commerce vendors who advertise their products using Adwords. The two Adwords ads shown on the right column are e-commerce vendors that are proud of their star alignment.
The web has gone to the stars! In the screenshot below, there are five sections of the page that are integrated with consumer review stars.
How does your Google Page One look when you type in your business name?
I’ve said this in the past and it is worth repeating. Your online reviews impact your past, current, and future advertising dollars.
Since your business name is a very popular search that brings consumers to your website every day, what appears on Google Page One is doing one of two things.
It’s reinforcing a positive brand message or it’s negatively impacting new customers that are considering your brand. For some business owners, what appears on Page One is helping their competitors. If the reviews are bad, they will quickly move to the next business shown on the SERP.
So whether these reviews are displayed on Google Places, or on dedicated review websites reviews are influencing your local market. Your stars are either attracting new customers or making them run to your competitors.
In the case of Circle BMW, these reviews are very positive and consumers seeing 143 reviews on DealerRater with a 5 Star rating is a strong statement.
Businesses that have STRONG online reviews posted on Google, I encourage them to start testing Google Boost, which can advertising their business and include positive reviews on Google Places.
So, take a minute today to Google your exact business name and sit back and play the role of an undecided consumer.
Would they call you or visit your business based on your Internet Star Alignment?
If you need help with your online review strategy, send a member of your team to Chicago this coming weekend. They will get everything they need to align your stars and significantly improve your online image. Flights to the major cities that we are holding the PCG Pit Stop tour are inexpensive.
Get signed up today: http://www.pcgpitstop.com