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A business’s online reputation is more important than ever. In fact, a company’s online reputation is fast becoming one of their most valuable assets — if managed properly.
Why? In a world where online reviews show up virtually every time a person searches for a local business, potential customers can’t help but be confronted with reviews about a local business’s products or services — the good, the bad and (sometimes) the downright ugly.
So what impact do these reviews have on people searching for a place to spend their money?
BrightLocal’s 2016 Local Consumer Review Survey
Every year, BrightLocal (disclosure: my employer) surveys everyday consumers to gauge the sentiment and attitudes they have about the local companies they do business with. The purpose of the survey? To help small to medium-sized businesses (SMBs), digital marketing agencies and SEOs understand how online reviews influence the purchasing decisions consumers make as they search for local companies, products or services.
If you (or your clients) have been avoiding the topic of online reviews up until now, I have a feeling you will change your mind after you learn more about how consumers read and act (or don’t act) after evaluating online reviews about businesses.
[Read the survey results on Search Engine Land.]
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.
