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Where Will Online Reviews Take You in 2018?

Online Reviews in 2018

Whether you’re just starting out online or you’ve been promoting your company on the World Wide Web for years now, there’s no denying the strength of a quality collection of online reviews.

Google, Yelp, TripAdvisor, Angie’s List… it goes on and on. The sites that people can use to have their say about your business are endless.

Opening up your business to reviews can be scary at first, but after you settle into a routine, you take them as they come. However, if you are just starting out or you’re in a bad place with your reviews currently, your main resolution for 2018 should be to create a quality reputation for your company online.

The Stats

We’ll start off with the stats. Heading into 2018, we’ve got a few we know already.

  • 82% of Americans pay attention to the reviews of their friends and family.
  • 92% of all consumers are reading reviews.
  • 31%of consumers will spend 31% more on businesses with good reviews.

In fact, if your business has a one star rating only 5% of consumers will feel comfortable purchasing from you or using your services. That’s a pretty staggering case for staying on top of your reviews.

Collecting Reviews in the New Year

Whether you were already aware of it or not, there are good ways to get reviews, and bad ways. And while the lines of legality can be tough considering you’re on the internet, consider this: Companies paying for reviews left by fake reviewers have been sued multiple times in the past by large corporations such as Amazon. Just don’t do it.

Instead, collect your reviews direct from happy customers. If you have a storefront, put a sign at your counter telling people how they can have their say, or even include a flyer with their receipt that tells them the same. Your clients will want to be heard, so letting them know they have an outlet will do the trick.

Responding to Bad Reviews

Got a bad review? It probably doesn’t feel very good. We’ve all been there. What can you do about it? Respond as quickly as possible.

If the review is from an unreasonable client, explain your stance politely and offer restitution if possible. If you are in the wrong, admit this immediately and offer a discount or other reward. Whether these clients accept what you say or not, you are showing that you are a professional and reasonable business owner. This will go a long way for potential clients reading your negative reviews.

The worst thing you can do in the case of a negative review is ignore it. It’s not going to go away.

A Toast to Your Success

When you’ve got a top-rated business online you can truly get ready to pop that champagne and celebrate. Online reviews can be frustrating but always keep in mind that your clients are the people who keep your business going. Their input is valuable, and without them you wouldn’t be around very long!

Happy New Year, and happy reviewing!

Lose Your Bad Review Rep

Lose Your Bad Review Rep

We’ve all seen how important online reviews were for businesses in 2017, and know how horrifying it can be when you put your business out there hoping to hear the best, and instead receive negativity.

A shocking 97% of consumers are browsing for local businesses and reading online reviews, with these reviews impacting nearly 70% of purchasing decisions. The last thing you should be doing is sitting back, relaxing, letting the reviews flow in and focusing on other parts of your business.

However, it also needs to be said that freaking out about every bad review is not the best path to go down either. So, what do you do to regain your reputation when reviews go sour?

It’s Not So Bad

Let’s start off with another statistic: 77% of consumers don’t pay attention to reviews older than three months.

Breathing a little better now? While it is a wait period, if you’re actively monitoring your reviews, taking in constructive criticism, and responding professionally to non-constructive criticism, there’s a good chance that you’ll be able to ride this out.

Negative reviews can happen for a lot of reasons. You could be dealing with a competitor sending fake reviews your way, you could have had a difficult customer who just can’t be satisfied, or you made a mistake. In all of these cases—it’s not so bad. There are ways to deal, and to recover.

Keep up Communication

If you launched your business, immediately opened it up for reviews, and then got inundated with all that comes along with launching a business, don’t be surprised if your reviews are less than kind.

Lots of us have been there—you haven’t looked in a while, and when you do, you get that sick feeling in your stomach.

First: You can’t go back. If you have yet to build your online presence and open yourself up to reviews, hold off until you’re a bit more established.

If not… get communicating! A review without a response is a missed opportunity.

You Can Improve

It’s easy as a business owner to become protective over your company and believe that it can do no wrong. But this is absolutely never the case.

As humans, we make mistakes. As humans, what one of us likes is not always what another one of us will like. You’re always going to have unhappy customers, and opening yourself up to their criticism will only make you and your business better.

This Too Shall Pass

A good mantra for anyone dealing with review stress is: “This too shall pass”.

Online reviews are important, and yes, they will be there forever. But the more time goes by, the less those few bad ones are going to matter.

And best of all, now you have a public record of just how far you’ve come!

Ex-Employees Can No Longer Leave You Negative Reviews


Reviews are meant to be about customer experience, however many business owners experience the inevitable negative review coming through from an ex-employee. Employee turnover is tough enough without having to worry about what’s going to be said publicly after someone is let go or quits.

Many reviews are exaggerated or complete lies, and can bring up personal details about management and other employees which really should not be online.

But, at long last, Google has updated their policies to be more comprehensive and mark negative reviews from ex-employees as a conflict of interest.

Out With the Old

Google’s latest review update makes review guidelines more comprehensive. While the previous guidelines were vague when it came to discussing customer experience and conflict of interest, now it is quite clear.

The policies used to read:

Make sure that the reviews on your business listing, or those that you leave at a business you’ve visited, are honest representations of the customer experience. Those that aren’t may be removed.

Conflict of Interest: Reviews are most valuable when they are honest and unbiased. If you own or work at a place, please don’t review your own business or employer.

These don’t specifically say anything about ex-employees. All they state is that you must have visited the business, be stating an honest unbiased opinion, and not currently work there or own the business.

In With the New

Now, if you visit Google’s new guidelines found on Maps’ help center, you’ll find a comprehensive list of prohibited and restricted content under which “Conflict of Interest”now reads:

Maps users contributed content is most valuable when it is honest and unbiased. The following practices are not allowed:

  • Reviewing your own business
  • Posting negative content about a current or former employment experience
  • Posting negative content about a competitor to manipulate their ratings

There’s not much you can argue with that wording!

But What About Positive Reviews?

It’s clear in reading the updated content policy that this new rule only applies to negative reviews left by ex-employees. So, if you’ve received a few glowing positive reviews from employees who have since moved on to other workplaces or retired, it looks like you’re in the clear.

Ex-employees rarely feel the need to lie about a positive experience, so it’s to be assumed that Google agrees with this as an honest, unbiased experience.

Clean up That Reputation!

If your business currently has negative reviews from ex-employees sitting there tarnishing your reputation, now is the time to get in touch with Google My Business and ask that they remove the reviews.

This is a happy new year indeed!

Reviews Gone Wrong


Back in the day the keys to success as a business were mainly providing a superior product and offering good value and service. Fast forward to today and it’s easy to see that this is no longer the case. For a business to be successful in this day and age, customer experience is going to rank the highest.

We all know the importance of online reviews and how platforms like social media can be used to rank a customer’s experience with your business. The internet is an arena for interactive feedback and while the success of your business can be based off this type of interaction, it can also be harmed.

When it comes to reviewing a business online or engaging in interactive feedback, online discussions, or comments about a company or a service, oftentimes customers or those visiting your website will base their comments on things that may be out of your control as a business owner. When reviews are posted that have nothing to do with an actual customer experience it can easily spiral out of control.

Don’t Get Personal

Reviews are meant to based on actual customer experience and not on anything else. However, we often come across those who will write negative reviews or provide not-so-flattering commentary based on personal beliefs or on the activities or personal behaviour of employees.

Such reviews are unfair, and while business owners usually seek to hire people whose values align with those of their company, the truth is that business owners cannot control what their employees do while they are not at work.

Our personal lives are hardly personal anymore with everything being shared on social media, and customers can easily see what your employees are up to when they’re not at work. If this behaviour is deemed offensive by anyone it could unfortunately adversely impact your business in the form of negative reviews or harsh commentary.

This type of review is unfair for everyone mainly because it does not reflect an actual customer experience with your business. And while a customer may be offended by the behaviour of an employee, if that behaviour did not occur while the employee was at work, and it did not affect the customer’s experience, then it really has no bearing on your business and your company should be left out of it.

Think Before You Post

The challenge comes from the blurring of personal and public and where to draw the line. Employers should make it clear that if an employee is going to engage in any questionable behaviour that it may have a negative impact on the image of the company that they work for. And while employers can’t control what their staff does on their own free time, they can encourage them to think about what they share with the public online.

Customer Experience Wins Every Time

Customer experience should still be the main benchmark of success as a business in this age of over-sharing and instant feedback. Remember to consider this before leaving a negative review about a business based on anything else. While you may not agree with something that someone does in their personal time, is it really fair to involve the company they work for?

How to Monitor Your Online Reputation


If you’ve been paying attention to the statistics about online reputation over the past year, you’ll know just how important your online reputation is.

If not, let’s start with a couple facts:

  • 97% of consumers read online reviews.
  • 85% of them trust these reviews as much as personal recommendations.
  • 73% of them trust a business more if it has positive reviews.
  • 49% will not choose a business with less than a four-star rating.
  • With that in mind, you can start creating a plan to collect and monitor reviews to build your online reputation.

    The DIY Method

    The majority of business owners who are just starting out, are going to go through a period where they try to do everything on their own. While this is a heroic effort, it can leave you burned out, stressed, and ineffective.

    However, if you’re looking for the best sites to make monitoring your own online reputation a little easier, there are options out there.

    Google Alerts

    When business owners think reviews, they think Google. Not only will Google alert you to new reviews left through your Google My Business listing, but you can set Google alerts to notify you every time new posts are made online involving keywords of your choice. Plug in your company name and you’re good to go.


    Hootsuite is the ultimate home base for monitoring all of your social media in one location. Not only can you schedule posts and engage with your clients faster than ever, but when they engage with you, you’ll see them. Best of all, Hootsuite will provide you with analytics reports for every account you have running through them!

    The Stress-Free Method

    You’ve done all the legwork involved in launching your business, and now it’s up to you to run it successfully. It’s a lot to have on one person’s shoulders. The last thing you need is to deal with aspects of your business that someone else could be managing.

    By hiring a professional web development company such as LinkNow Media, you’ll be arming yourself with a professional team of SEOs who can get your company ranking high and ensure that your reputation stays positive.

    Go Forth and Gather Reviews!

    You can’t have much of an online reputation without the reviews to back you up. While there are some big “NOs” when it comes to review gathering, it’s a fact that 68% of your clients will leave a review if asked.

    Don’t go down the rabbit hole of paying for reviews, since it can come back to bite you in the form of fines. And, don’t review your own business. Fake reviews never lead anywhere good.
    Next time you have a happy customer finish conducting their business with you, let them know you’d love to hear their feedback. Soon your company will be well on its way to being the most popular kid online!

    Cash in on Reviews During Boxing Day


    Boxing Day will be upon us at the end of December—the 26th to be exact. So now is the perfect time to cash in on those valuable SEO tools—reviews.

    People love to have their say, and when you let them, you’ll be benefiting from it to. With 84% of consumers trusting online reviews as much as a personal recommendation, they’re a great way to boost your reputation. Not to mention, the more activity there is around your website, the higher you’ll rank on search engines like Google, Yahoo! and Bing.

    Boxing Day brings in billions of dollars to retailers across North America every year, and 2016 was a record breaker with a grand total of $3.45 billion spent online. With this much activity, you’re bound to get reviews whether you ask for them or not.

    Asking Properly

    Now is the time to start planning your online marketing for the biggest retail weekend of the year. Keep in mind SEO, ad channels, and what sales you want to run.
    But also figure out how you’re going to ask satisfied clients to leave you positive reviews.

    First let’s note the golden rule: Do NOT incentivize.

    There’s nothing wrong with asking for reviews, but offering compensation for these rules is not only bad form but could result in legal action being taken against you. A review that was bought is not going to be genuine, and consumers and search engines alike are concerned about the truth.

    How to Ask

    Posting a “Please review us” button on your site is not the worst option, but it’s not the best either.

    Targeting customers who had good experiences is your goal. But while this is easier to gauge in person, there are ways to do some guess work for your online clients.

    Send a request immediately after purchase

    One option is to include your request for review in the email that is sent to confirm an order. No, your client has not actually received the item yet, but they have purchase from you and may want to comment on how simple or fun the buying process was.

    Yes, you do risk them coming back with a negative update if they hate what they ordered, but it’s still going to create activity for your site.

    Send a request after 10 days

    Ten days is an arbitrary number, but pick a time when you know your customers will have received their item(s). If they haven’t sent in a return request, you can safely say that they are satisfied with what they purchased.

    The more personalized your approach for a review is, the more likely you are to get it. But with large sale weekends it’s tough to add that personal touch. So do your guesswork, and don’t cave into the urge to incentivize because you will not be thanking yourself for it for long!

    Five Review Sites That are not Google or Facebook


    We’ve said it before, and we’ll say it again: Online reviews are one of the most important tools for businesses online. Reviews help clients to communicate with your company, promote you, and attribute to a decent chunk of SEO as well.

    The facts are as follows:

    • 92% of consumers now read online reviews.
    • Star rating is the number one factor used by consumers to judge a business.
    • 80% of consumers trust reviews as much as personal recommendations./
    • On average reviews increase sales by 18%.

    Reviews are important, and on average, a consumer will look at over 10 information sources before making a purchase. When we think of review websites, the two that are most often in our faces are Google and Facebook. However, having your business on multiple review sites will count for citations, and boost activity to rank you higher. So what other sites are out there to gather reviews?


    The go-to for most business reviews, Yelp has an average monthly unique visitor count of 145 million. 135 million reviews are posted per year, and most people you run into on the street will have the app on their phone. In fact, 70% of Yelp page views come from mobile devices.

    Any variety of business can be posted on Yelp, and for consumers on the go it’s an easy-to- use, and reliable review site. If you’re not already listed on Yelp, you should make it top priority!


    Foursquare currently has 10 million users with three million check-ins every day. Being one of the 400,000 business owners that use Foursquare as a marketing tool won’t just get you reviews, it will get you noticed. The way it works is users can check into a location as many times as they like and every time they do, their friends will know where they are. Users can become “mayor” of locations they are at the most, and fight for this title adding a fun, competitive aspect to this marketing tool—all of which will cost you nothing!


    Users looking for the best places to go on a vacation or in their own city can rely on TripAdvisor. With 390 million unique visitors, 500 million reviews and opinions, and over 4.2 million business listed, like Yelp, this is a highly useful tool for review-gathering.

    Better Business Bureau

    To be a part of the Better Business Bureau (BBB), you will have to pay for a yearly membership. One of the oldest review and rating sites, the BBB is an authority on many businesses in North America. Listing detailed information including inception dates, a high rating relies on a list of factors including:

    • Type of business
    • Time in business
    • Complaint volume
    • Transparent practices
    • Competency licensing

    The BBB is known for holding business accountable.

    Consumer Affairs

    Not only can you gather reviews with Consumer Affairs, you will also gain access to a wealth of resources to help you learn more about reviews, increase revenue, find brand ambassadors, and learn how to convert negative customer experiences into positive ones.

    There are other prominent websites out there such as Angie’s List, HomeAdvisor, and GlassDoor, however these are focused on serving specific purposes or industries. If you are in the world of home renovation, Angie’s List and HomeAdvisor are important. If you’re hoping to gain a reputation for future employees, GlassDoor is your best friend.

    In the world of online marketing there is no shortage of online review websites, but getting your business to appear on those that are most viewed is your first step to business and SEO success.

    Online Review Stats in 2017

    online reviews

    Every year surveys come out with percentages and detailed information regarding just about everything online. At LinkNow Media, we’re always interested in anything that affects SEO.
    When it comes to online reviews, your reputation is pretty important, and the latest information confirms it. We’ll give you the “too long didn’t read” right now and say: reviews still matter in 2017.

    So, don’t think you can get out of encouraging and monitoring them any time soon.

    Who is Reading What?

    In 2016, 95% of consumers were using the internet to look up local businesses. If you think that’s high though, 2017 has seen a 2% increase, up to 97%! If you currently run a business that doesn’t have an online presence, you’re making a big mistake.

    Half of these consumers are looking for local businesses online at least once a month. Imagine how much business you’re missing out on if you’re not there to be found!
    But, maybe your industry doesn’t really do that whole online thing? We doubt it. Among the top industries that have their clients reading reviews are:

      • Restaurants
      • Hotels
      • Healthcare
      • Clothing stores
      • Car dealerships
      • Tradesmen
      • Pest control
      • Cars for hire
      • Accountants
      • Locksmiths

    And that’s just to name a few. So, where should you be collecting reviews? Facebook and Yelp unsurprisingly tied at 20% of consumers trusting them the most, followed closely by Google at 16% and the Better Business Bureau at 15%.

    And, how many of these browsers turn into conversions? 68% of US consumers are more likely to use a business with positive reviews, with 40% citing negative reviews as a reason not to frequent a local business.

    Best of all, the number of consumers who will actually visit a business after reading a review has grown by 10% from last year, to 17%.

    Focus on Quantity and Quality

    Factors that have also grown in importance since 2016 are the quantity and quality of reviews. There’s no way you can just sit back and coast when it comes to this powerful SEO builder.
    54% of consumers rank star rating as the most important factor, with quantity coming in second at 46%—up 11% from last year. Consumers also want to see you getting involved. Up 10% from 2016, 30% now want to see you responding.

    Therefore, our best advice to you is to keep doing what you’re doing. But do it a lot more. You still need to be drumming up reviews and monitoring them, providing professional responses to both positive and negative, but the importance of review building and etiquette has only become more important.

    Feeling overwhelmed? You can always put the reins in the hands of an experienced SEO team like the one at LinkNow Media!

    Can I Review my own Business?


    In the world of online reviews, many business owners like to start the ball rolling by leaving their own company a star rating or a little review.

    Sounds innocent enough, but is it?

    Whether your intentions are good, or shady, reviewing your own business is a bad idea.

    Nearly 80% of consumers rely on online reviews before hiring a service or purchasing a product. In fact, peer reviews are trusted as much as recommendations from family or friends. With this in mind, it can be easy to get greedy and impatient when you’re just starting out.

    However, you need to keep in mind that fake reviews are unethical, and even illegal. That’s right—you can be sued for posting fake reviews. It is called “astroturfing” and websites such as Google, Yelp and Amazon have been known to sue over it.

    But you might be thinking: “How is it a fake review if I state that I am the business owner, or don’t say anything and just leave five stars??”

    In the case of a five-star rating, it’s true you can probably get away with it. But if anyone realizes you are the business owner, your credibility is shot. If you reviewed your own company with five stars, who’s to say you didn’t talk other friends and family members into leaving biased reviews, or even pay for fake reviews?

      A fake review can be any of the following:

      • Asking someone who is not a customer to write a review.

      • Paying someone to write a review, even if they are a customer.

      • Asking an employee to review your company (it’s different if they review and state that the review is about their experience as an employee).

      • Creating a fake profile to review your company.

      • Reviewing your company as yourself, the business owner.

      That’s right, even if you state that you are the business owner and you’re just stopping in to leave a positive review, it’s counted as fake.

      Because you have added to your rating. Whether you’re up-front about who you are or not, you have successfully altered the rating of your business and that is the goal of fake reviews.

      In 2016, Amazon sued 1,000 fake reviewers in an attempt to crack down on this practice. They stated that these false reviewers were tarnishing their brand with inauthenticity.

      No one is invulnerable to this sort of crackdown.

      So, how do you get started with reviews? There’s nothing wrong with suggesting that clients leave a review. Mention it on your website by linking to your business page, or put a sign up in your brick and mortar business.

      But next time you’re considering somehow leaving a review for your own business, just say no.

    How to Spot a Fake Review

    fake reviews

    In an age where reviews are key when it comes to how millennials and many others spend their hard-earned money, fake reviews have been cropping up left and right.

    No, it’s not ok or even legal to hire someone to leave fake reviews for your company, but people still do it. So, how do you pick out what’s real and what’s fake?

    There are some great websites that will help you such as Fakespot, but there are also tips you can keep in mind as you browse when you don’t want to go to the extra effort of plugging products into searches!

    Check the Language

    Fake reviews are most often found in the one-star or five-star category. Companies paying to bump up their sales or bring down a competitor’s sales will be looking for extreme praise or criticism. On a website like Amazon, start off by only looking at two to four-star reviews. Many fake reviewers are also paid per word, so their reviews may be quite short, and often in slightly “off” language. For example, when discussing price they will mention the currency while an average American leaving the same review would simply state the price.

    Check the Timing

    A surefire way to spot fake reviews is if a product or service has received multiple reviews in a short timespan. When a company is lacking reviews and pays to get a batch online right away, the reviewer they’ve hired will post them in swift succession from multiple fake accounts. While there are a lot of avid reviewers out there, most consumers wait until they really have something to say to leave their own review and so a constant stream of legitimate reviews is a highly unlikely occurrence.

    Creep the Reviewer

    Does their profile photo look like it came out of a picture frame or an art book? Take a look at the reviewer’s profile and see what sort of reviews they’re leaving. If the products are all over the place and reviews are constant, that’s a good sign that they’re a fake account. You can even search their full name if they’re using it on Google and see what sort of web presence they have. A reverse image search will reveal if that photo they’re using is a stock photo, or real. In the case of Amazon, you can also check to see if they in fact purchased the product they are reviewing. If not? Likely fake.

    While angry, negative reviews can be fun to read, a lot of the time they’re fake. A one-star with emotional language that doesn’t really tell you much about the product itself is likely a freelancer, or friend/family member of a direct competitor trying to bring the competition down a peg.

    Does a review sound like someone’s mother wrote it? No one’s that devoted to their vacuum cleaner. Switch to some middle-ground reviews and find the real, un-biased opinion.

    Happy hunting!

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