Latest / Negocios Locales / #181 ¿Merece la pena comprar reseñas para mejorar el posicionamiento de nuestro negocio?

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#181 ¿Merece la pena comprar reseñas para mejorar el posicionamiento de nuestro negocio? · Negocios Locales

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Local business. Episode one hundred and eighty- one. Very good morning to
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you all and welcome one more week to local business or and 19 June of
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two thousand twenty- four. For those of you who don' t know
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me. My name is Laura Alfonso, she is a local seo consultant specializing
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in business with physical establishments, and today I am welcome to this program,
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a weekly space where we seek that local businesses get more customers and more business
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thanks to the improvement of your positioning and visibility on the Internet. For this
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we talk about topics as varied as your date of Google Buss profe, your
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website of intentions, of search, the user of reviews, of digital analytics,
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of links or even, of course, of artificial intelligence with the aim
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that your local business improves its positioning in search engines and so you can sell
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more subscribe to the podcast of local business. In your regular podcast player or
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from my website, Laura Alfonso com where you will also find all the notes
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of this episode and in addition, you have the possibility to subscribe to the
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local business anusletter that leaves tomorrow. Where I' ll tell you news of
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interest for your business that doesn' t give me time to address this episode
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and this week, what we' re going to talk about, because we
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' re going to talk about reviews. It' s worth buying reviews.
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And why I want to talk about this, because it' s been a
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topic I addressed last week in a talk I was invited to give on a
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website positer. So I brought you a summary of everything you' ve talked
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about to discuss it here first hand, and it' s just that last
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week was a super prolific week. I was also at Seo On de Beach,
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an event that is held every year on the manga of the minor sea
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and my instrument, which the truth did not attract my attention, I was
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also invited to participate in a round table and I have to say that I
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had a great time. I met super interesting people who know a lot of
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desire and well, the truth is, I couldn' t have the best.
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I' m going to leave you the link to all the presentations in
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case you want to see them because the truth doesn' t have any waste
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and now we' re going to start with the Chat Whether it' s
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worth buying or not. Reviews a topic that I am very interested in addressing,
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because you already know that I have a course in Laura Alfonso with management
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barracks of your online reputation through reviews, because the comments that customers leave in
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your Google business sheet helps you to always raise positions logically that are good.
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And in this course I explain to you why the trends by sectors and besides,
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we see how they should be answered to the reviews, because when they
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are good, it is very easy, but when they are very bad and
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above you do not agree with that assessment, how you have to manage them.
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Well, thanks to company analysis, they do it very well and seeing
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the example of others that can improve much leaving us predefined, some palandellas that
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can be very useful to you. And if this were not enough, it
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taught you how to identify the patterns of a false review that is getting more
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and more, and how to report it boom and there are more, because
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we have a section where I am incorporating special case studies of reviews as one
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thing I was recently advancing, where I was not allowed to merge reviews from
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two tabs of the same business. And I did it. And how,
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then, in the course of reviews I explain it to you. And precisely
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this course is going to be updated with all the details and all the formulas,
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all the analysis, precisely of the conclusions that I am telling you today
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And that is why, from the 15th of July, this course goes up
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in price, because that updates with content of great value. So a sample
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of that value comes in this episode today. It' s worth buying,
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or we, reviews, let' s do it in the presentation I made
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to make that tter I liked to make an analogy of the world of reviews
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with the world of golf and, in fact, the presentation I called the
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Augusta Augusta master crossed out to put in the end the master' s of
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reviews. I didn' t want to be pretentious just to make that analogy
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with the ego world, golf and why, because you' ll see the
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goz really consists of putting the ball into the hole with the fewest possible hits
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that, besides, I' ve found out that it' s the only
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sport where you win the least score gets. So look, because one more
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thing that we learn in this episode and that consists of local positioning because the
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local positioning consists of appearing in the lokalpak for the monikiywos, that is,
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those more transactional words and that bring me more business to my establishment using the
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least of the possible resources, that is, at least we spend at the
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level of time and at the economic level, much better and why the reviews
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are important when it comes to getting to appear in the local pack. Well,
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then, I' m going to make a small summary of what the
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local positioning factors will be. On the one hand, the proximity, which
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is the distance between your business and the user that is doing the Internet search.
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Therefore, if you are a business that, for example, makes boats,
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if a user wants to frame one of its pictures logically, Google will
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show you one of the closest establishments. If you live in Madrid, it
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will not show you an establishment that is, for example, in Valencia,
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it will show you a local business that is closer to your search point.
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Then, we also have another positioning factor, that of popularity, which comes
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to be how important Google thinks you are, therefore, if a business has
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many reviews. Google understands what a popular business is. And last but not
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least, we have the one about relevance. Well, that your business can
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respond to the search that is made us user. So, the type of
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words the user is putting out the review is also interesting for Google when it
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comes to discerning whether you are an establishment that can satisfy a particular search or
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not. So what are the review factors related to popularity, because, on
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the one hand, we have the number of reviews, the feeling of the
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reviews and the platforms on which the reviews are left, that is, if
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that is a business that has four hundred ninety- five reviews with a three
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eight, we already have an interesting number of reviews to know that it can
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be a popular business and especially with respect to competition. And we also see
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that a three with eight, because maybe it' s not a too good
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and unrepresentative score, when you really have so many reviews and what is that
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about the platforms on which your business appears? Well, recently, now,
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when you do a business search and the tspas cloud pops up. Apart from
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Google telling you the number of reviews you have on your platform on the date
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of Google viusus Profile, it also gives you details of the reviews you may
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have on other platforms, usually of a vertical nature. For example, if
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you are looking for a business related to hospitality, it is very likely that
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if that business is activated on another platform, such as Tripadvisor, if that
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business has reviews, Google will also show them on a small label and other
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sectors, such as the medical sector, because they will not logically be high
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trip Advisor, but they can be high in other directories, such as Doctoralia.
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So, if that business has doctoral reviews. Then Toy will also show
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that review label in that directory, along with the review summary in the Google
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Business Profin tab itself Why you are doing this. I think this is the
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result of bad languages and how bad the topic of reviews has been working precisely
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on Google, because Google does not check the reviews and that has led to
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the growth of a lot of picaresca and more and more reviews are being bought.
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And of course if you see that a business has many reviews and with
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very good valuation, and then really, the satisfaction that you have in that
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establishment is not good, because in the end you start to distrust Google.
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And Google doesn' t want you to distrust him, because he wants you
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to keep using him as a search platform. So, to safeguard yourself a
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little bit, you are starting to put not only the reviews that are on
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your own Google bss sprofi tab but also the measure of reviews that your business
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has and in other directories. That' s why it' s interesting that
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you analyze what your sector is, what are the specialized directories and try to
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appear in them as well. All this because of the popularity part, but
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what about the relevance part, because there are different factors there, like what
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the reviews say about me, that is, the text that the user is
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putting that you already know that, depending on the content that different users are
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putting in their Google reviews, what it does are summaries and generates small labels
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with the most relevant keywards and that are most mentioned in the total of the
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reviews. Then it is also valued who leaves the review is not the same
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thing that leaves a review. A local guide with many reviews that maybe someone
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more anonymous, but in my experience and from the analyses I do increasingly has
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less weight than a local user guide who will leave you a review also when
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leaving the review. It' s not the same a review that you'
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ve been left five years ago with a review that you' ve been left
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with a few months ago. Logically, the most recent reviews have more weight
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because they talk a lot more about how you are today and how your service
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has improved or worsened. Then there is also the review format. It is
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not the same a review that is accompanied by photos with a review that comes
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clean with only text. In fact, I show an example of how a
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business has reviews in first positions, even if they are six months old,
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and in seventh position it appears in a review of the last week that as
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it does not have photo, Google does not stand out so much. Therefore,
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it is increasingly important that the reviews are accompanied by audiovisual content and,
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moreover, we have seen for artificial intelligence issues that Google analyzes the content of
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those images to also respond to the user. So notice that you have to
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start taking into account the format of the review and that it is accompanied by
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more visual content. And then, on the other hand, we have the
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repercussion of the review, that is, whether or not that review has been
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useful to users. And that' s how we can know, because Google
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knows, because reviews have the possibility of people fingering it up the tzam app,
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as I like to say in a way. So, if we have
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a lot of reviews that have the finger up, it means that it'
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s being useful to the user and Google all the things that are useful to
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him. The user likes to keep them and highlight them. So, when
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a review has many ratings, Google usually leaves them in a prominent position and
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in first positions above reviews that are more recent. So, as we see,
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reviews are important for two factors. Positioning, popularity and relevance. So
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that makes people often blindly trust to get reviews. Come on, let'
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s get reviews, because with this we' re going to improve visibility.
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And here I do a new ananalogy with golf. What a golf club to
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catch when you' re in a hole, because everything depends on where you
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are with respect to the hole and the conditions that are being given. You
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can' t use the same golf club always and that' s why I
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said, just like golf, you have to take into account wind speed.
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In the reviews, you have to take into account the cadence with which you
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get the reviews. The pair of holes, i e how I am in
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number of reviews regarding my closest competitors. If I am above in number of
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reviews you think that if I suddenly get a lot more, the thing will
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improve, because the truth is that there is not also the whole subject of
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punks and penalty areas on the golf course, the penalties that we could have
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suffered at the level of our profile, like disappearance of reviews, restrictions to
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leave reviews, as has happened to me with some client or injections of false
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reviews. Logically, if you' re in that situation, it' s
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almost best not to touch and buy reviews. Also the player experience. And
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here that analogy has to do with the age of the tab. If you
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' re a newly created business. You can' t expect your card to
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have the same number of reviews as a business that may have been active for
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eight years and then we also have the average rating of reviews. If our
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reviews have a very good rating and are above the reviews of competitors, then
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you really think it is necessary to buy reviews, because everything as I say,
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depends on many factors. If it turns out that you are a new
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business, which is true that the first ten twenty reviews are important and you
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are having a hard time getting them, well, maybe you can give it
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a push there. If it is true that you have bad reviews and the
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number below the competition, maybe there is also another push, but buy to
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buy, because I say hey, I am above the competition. I have
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more reviews than anyone and it turns out that positioning didn' t get much
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better. I' m going to buy reviews, because maybe that' s
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not the answer. Maybe we should do some other kind of action. Perhaps
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some of you who are listening to me disagree with me, but what I
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have tried to do is objectivise this information and this opinion to the fullest in
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order precisely to avoid the opinion that each one has a point of view and
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no point of view is better than another. So, for that I wanted
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to do a lively analysis. The analysis saw variant what it does is allow
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to investigate the relationship between two variables and it is very useful to determine if
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there is a correlation between the variables and, if so, the intensity of
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the correlation. A very interesting indicator when we do an analysis. My variant
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is the person correlation coefficient which is an average linear dependence between two random quantitative
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variables. The formula is tremendous, but well, there are formulas in estell
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that allow you to get it out easily and, as I say, all
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this is going to be in the new lesson of the review course that goes
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up in price in mid- July. I' m warning you, well,
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let' s explain to make it simple Pirson' s correlation coefficient so
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you can follow me through on all this reasoning. Well, what the person
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correlation coefficient says is that if you try hard and practice golf, then the
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logical thing is that you win a lot of tournaments and if you try hard
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and practice golf, it' s just weird that you don' t win
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tournament. Well, the prison correlation coefficient goes from one to one. When
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it' s close to one. The relationship between the two variables means that
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they increase or decrease exactly proportionally. An increase in a variable, i e
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an increase in reviews, corresponds to an increase in business visibility. When it
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is zero it is that there is no correlation and when it is minus one
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means that there is a perfect negative correlation, where one variable increases or decreases
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exactly inversely to the other, that is, an increase in the reviews corresponds
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to a decrease in the visibility of the business and then there are the intermediate
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points. From zero to one it means that there is a positive correlation,
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but, for example, if it is a zero- zero- two correlation,
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because it means that it is a very weak correlation, that there are
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just things relationship As you approach one, that of saying that there is a
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much more direct correlation And the same thing, when we go to minus one,
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is a negative correlation inversely provide. But if we have minus zero two,
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it means there' s a negative correlation, but it' s not
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a very strong correlation either. And what are the variables that I analyze when
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it comes to making this analysis very variant with the correlation of the coefficient of
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person, because precisely what it analyzed are the reviews and, on the other
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hand, the impressions of the muni kiwas, that is, how the visibility
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of those searches that are key to your business evolves and that bring you precisely
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more customers and more sales. Anyway, if this Pierson correlation coefficient scares you
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and makes you a ball, you can also measure how the visibility of your
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business is evolving if you do this kind of rating actions with tools, for
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example, like Coya, who has already told you about it and who is
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Colla, because it is a locally specialized rand tracker that offers you more detailed,
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that is, maps where it shows the position in your business ranking for
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a given geographical area. That' s right, with Kyac you' ll
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have a clear and accurate view of how your company is positioned for which you
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are relevant in your business. So, if the map improves after you have
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made a review purchase, then you will have the correlation that that action,
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yes you, is bringing good results. But of course you have to keep
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in mind that you' ve only been for that action. You' ve
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done a lot of things Maybe. It no longer makes sense to do an
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analysis I saw variant between reviews and the reports that Coyak gives you, but
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it is that Coya also I love because it is in constant evolution and it
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turns out that it has brought new innovations, as, for example, the
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possibility has to measure from any geographic coordinate population street postal code, that is,
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that you do not have to measure only how it is the positioning around
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your location, because if for example, you have decided to do some action,
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for example, a sound, that is an action that is done a
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lot in terms of the local area, because to the best you have made
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a buzoneo several streets beyond your business, because maybe you can see how exactly
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your business has positioned on those streets that are not exactly around your area of
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influence. And also Goya Lets you know how far there are from competitors to
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your establishment, that that' s super useful to detect possible chip filtering,
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that is, that Google decides to put it from your competitor in front of
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yours because it considers it more relevant or more popular and suddenly you say but
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it' s happening that I don' t appear on maps. Well,
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you don' t show up on the maps, because it turns out a
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business that' s super close that you didn' t have it located and
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it' s leaking your tab, that is, it' s removing it
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from the map and that' s why you don' t show up for
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the user' s searches, because this information also gives you coya, so
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don' t stay back. Discover all the possibilities of this rand tracker to
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keep the visibility and positioning of your local business under control. Have sex with
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him in Coyac and how in Coyac c me and nothing improves the visibility of
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your local business. Done, it' s paragraph. We are going with
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the lively analysis where, as I was saying, I have made a correlation
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between how the collection of reviews affects the impressions of the Monikus, that is,
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those searches that are the ones that bring business to the establishment. And
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I bring precisely a case of a customer who has sixty- seven reviews and
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average the sector in his area has seventy- six reviews and average a five
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with five on a sector that has a four with seventy- one, that
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is, that has fifteen percent less reviews, that licks that competitors, but
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valuation is much better. And what happens, because it is seen precisely in
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maps that at first had a lot of reviews, but the business did not
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improve visibility and suddenly, when it stops getting reviews, it increases the visibility
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of the monikybos. So, I have a low negative correlation coefficient because it
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' s minus zero comma eighteen, that' s almost minus zero comma two,
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but it' s not minus one. That is, there is no
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clear inverse correlation that if you hear, when I get reviews, it lowers
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my visibility and vice versa. No. In this case it is seen that
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this business is not having an impact getting reviews, and that is below average.
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But of course, if you see the map of the moniky wos it
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' s like all of a sudden, one starts to blur and just in
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the reviews it' s at that moment when they fall what' s going
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on. Well, in that case, what we did was we worked on
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a different content strategy with new formats, which was doing to us to increase
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the number of links at the organic level, that is, invilling, because
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in this case, liiling is what is doing Despuntar las ammonia vos and not
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precisely the reviews. It also showed another case of a Bat business that in
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this case, this business has one hundred and twenty- five reviews. The
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average sector in that area is ninety- six and also score five out of
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five against an average of four five. And what we see, because it
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is a business that is getting more or less reviews and from the end of
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last year, first since it starts to upload reviews. And it is true
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that they also start there a little bit to increase the visibility of the moniky
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you. There is a positive floor correlation coefficient but the correlation is close to
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zero, so there is also not a very close correlation. The result it
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gives is zero zero six. What does this mean? Well, it'
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s just that in this case, this client had a major internal deladado problem
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and the whole part of services is that it wasn' t linked from the
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rest of the web. Therefore, it was not being given importance. We
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worked very well, the whole part of services we linked very well and also
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what we did was improve the typings and meta descriptions and hu ones. Well,
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and there was also a content activation of the services part, and that
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' s what has made it also rise from the end and early of this
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year. So, the correlation with the reviews is straight from the good one,
24:02
yeah, but we' ve done a lot of other things and we
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' re seeing that that' s bringing it into business. Therefore, the
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networks of them, yes, but many other things can be done. Let
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' s go to business C. Business C is a business that has one
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hundred and seventy- three reviews and the average sector reviews in the area is
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ninety- six. I mean, we' re almost doubling. The average
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of the sector has a valuation of four eighty- six and that of this
24:30
customer of five out of five. If we see what happens is this business,
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it is more or less working continuously on the reviews. There are months
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that on average has five and concretely, from the end of last year we
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go up to have an average of twelve reviews month and it is true that
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it begins to increase the positioning of the business, then a priori. You
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can think this is working. But what I do is connect to Google Business
25:00
Profile' s IP, which you know is that thanks to that I can
25:03
have a lot more information about the performance reports that Google gives you. So,
25:07
if you' re interested in that kind of service, you can contact
25:12
me and we can talk about giving you that command box with all that detailed
25:17
information. But well, in the end, what I do is that when
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I increase the range of dates, what I see is that it is increasing,
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but by those same dates, last year was also increasing. Therefore,
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we see that it is a seasonal and clear moniky award, it is increasing
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because it is increasing, but it is not increasing in the same proportion that
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increased last year, that is, this year, getting more reviews, I
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do not rise at the level of positioning at the same rate as last year.
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But of course I am only taking into account two variables, which is
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that of reviews and that of the visibility of the monickyword, as there is
26:02
a positive correlation of zero twenty- eight. But if you are aware of
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this information that I am giving you where, I say if it is increasing,
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but because it touches you and above, it is not increasing in the
26:15
same proportion as last year, getting less review last year, because we are
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seeing that there is no direct relationship. You always have to have a sensitivity
26:22
to the data. You can' t keep a data such as you have
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to understand the customer context very well and we' re already going with the
26:32
last business, the business in this case is a business with two hundred and
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seventy- seven reviews and the average sector reviews is ninety- one. The
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average assessment of the skills of four, with forty- seven and this business
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has a four- eight. What we see is that this business had a
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lot of reviews. Last year I was getting reviews and suddenly they fall in
26:56
August and also in December and now it is timidly growing some reviews, but
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not at the same level. What happened? Well, in this review,
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in this client there has been a banker or penalty zone, as we talked
27:08
about in the Golf part, and is that he had a restriction by Google,
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for which he left him several weeks without anyone could put reviews? And
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what happens that, precisely though I could not review, the positioning of this
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business began to grow well above the results that those monikyvos had, when last
27:30
year was getting many reviews, then what is happening? Because really, if
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this business is getting reviews, it is timidly increasing both the visibility, well
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I have you per enough positive persunta correlation, but as a difficeter, but
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again the sensitivity of data what is happening in this business. Well, in
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this business, what we saw when you contacted me precisely because you had been
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restricted from being able to leave reviews, what we saw was that you had
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a shot of negative seo on your website, that is, you were indexing
28:10
many uvrls that had nothing to do with your services, everything was buying Viagra,
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discount, Viagra, etcetera. So what we did was work very well
28:22
the whole part of being negative, eliminating the indexing of all those pages.
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And in the end, what has happened that when you already leave Google ki
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index on the right pages, because that has been shown to be improving visibility,
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yes, that is increasing reviews after that stop, that restriction by Google
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and that there has been an increase in reviews, of course. That'
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s why enough of yourson gives a zero twenty- seven. But if we
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see how I got many more reviews before those restrictions, and the positioning didn
28:53
' t resent it, because we see that there' s not so much
28:59
direct relationship with with s o n o n o s or that I'
29:02
ll be getting a lot of friends, especially from those companies that sell reviews.
29:04
It means I' m against buying reviews. You know, and we
29:11
' ve talked about it in other episodes, that buying reviews is not an
29:15
allowed practice in Google' s terms of service. So, if you do,
29:19
you may have problems and, in fact, in my course I explain
29:23
to you how to identify if your competitors are buying reviews and if so,
29:29
how to identify it and how to report it. Therefore, a priori it
29:33
is not a practice that I like too much, as I told you before,
29:38
because logically it depends on what state your business is in. If you
29:41
are a business, that costs you, that they leave you reviews, for
29:45
example, maybe a center of psychology where people find it difficult to recognize,
29:49
because they have some kind of problem and that they have needed help, or,
29:52
perhaps, in a center related to aesthetic medicine that people do not like
30:00
to recognize, because they have made arrangements, because, perhaps, if it
30:03
is costing you, there you may need a push, but my proposal is
30:07
that the reviews always come in response to a good service. So if you
30:15
have a good service, then logically, that will result in better reviews and
30:19
greater visibility. If you are a business, then that we are not going
30:23
to get reviews and or that you have had bad luck that the ones you
30:26
have and the ones you have achieved are of very low valuation. Well,
30:30
maybe there you need some help. But for me the important message I want
30:36
to leave in this episode is that there are no universal rules and that every
30:44
business needs a different kind of strategy and therefore, we should not use the
30:48
strategy of buying radio teaches always because if you buy the reviews, you are
30:52
spending money and local business resources for something that, maybe they don' t
30:57
return them any kind of profit. Therefore, do not believe that buying reviews
31:00
is automatically an increase in visibility, because it is not, and I have
31:06
just shown you this with empirical data and based on real and objective data.
31:11
So, with this, what I' m telling you is that you analyze
31:17
that there are many factors when it comes to improving the visibility of your local
31:21
business, and not everyone has to be related to spending money, as you
31:26
see optimization of the content, with design of new formats, getting, for
31:33
example, to equalize an indexation of negative reviews, on the other hand,
31:40
better an internal advance improvement, because that in my case, has brought me
31:41
better results. That is why to analyze your case in particular and, on
31:45
that basis, to decide how you have to act. And this is today
31:51
' s episode. I hope it was of interest to you. To me,
31:53
Of course, I really enjoyed doing all this work in the new choice
31:59
that is going to go in the course of reviews we will analyze some more
32:02
clients will teach you how to do this analysis my variant, because you do
32:07
not have to make ball, which is very easy and in that way you
32:13
can measure much better how the actions that you are carrying out at seo level
32:20
is bringing results to the local business as always. Thank you very much for
32:22
your feedback and five- star ratings on all podcasting platforms. You know you
32:28
can find me on Apple Podcast, Spotify, eBox, Google Podcast, Amazon
32:32
Music, a podcast, all over. I' m in all of them,
32:38
so it would help me a lot if you left me a review and
32:44
subscribed to the local business podcast, because that way you give me more visibility,
32:49
because algorithms identify that I' m popular and relevant. So, as
32:51
you can see, all this works on all the algorithms and we just have
32:57
to shut it down, but only until next week, where we' ll
33:00
hear again and where, then, where it' s going to be here
33:05
in local businesses. Happy week.