Latest / Negocios Locales / #170 Interesantes Resultados del Informe del Estado de las Reseñas 2024

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#170 Interesantes Resultados del Informe del Estado de las Reseñas 2024 · Negocios Locales

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Very good. Today I am addressing everyone to tell you that I had a
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little problem with this podcast, as it had disappeared from all the podcasting platforms.
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In the end I have managed to solve it almost or half why,
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because only the episodes are uploaded until the 21st of February, that is,
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that everything that I have uploaded from the 21st of February onwards is not so
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high right now. So today' s episode is totally new, but what
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I' m going to do is go up one more episode over the next
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few weeks until we' re up to date. So, if you listen
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to me, you' ll see that sometimes I say episode one hundred and
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seventy like today' s and maybe next week' s hearing, it might
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be episode one hundred and sixty- four. If it takes you wrong,
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don' t worry, because it' s about this motive. We are
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catching up and incorporating those episodes that have disappeared from hepheas now to April.
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And with all that, there is nothing left to say. Local business episode
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one hundred and seventy. Very good morning to everyone and welcome one more week
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to my podcast Local Business, a weekly space where we seek that in the
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local business you get more customers and more business thanks to the improvement of your
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positioning and visibility on the Internet. I' m introducing myself. My name
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is Laura alfso I am a consultant specializing in business with physical establishments and you.
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I welcome this programme. A weekly space where we talk about your date
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of Google busnues profile, your website of intentions, search, the user of
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reviews, of digital analytics, of the beams and even of artificial intelligence,
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with the aim that your local business has more visibility on the Internet thanks to
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the improvement of the positioning in search engines. You can subscribe to the local
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business podcast on your regular podcast player or from my website, Laura Alfonso com,
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where you will also find all the notes of this episode and in addition,
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you have the possibility to subscribe to the local business nucepter, where I
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will tell you news of interest for your business, which does not give me
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time to contribute in the audio episodes this week. What are we going to
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talk about reviews and focus on the latest study, where very interesting conclusions are
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drawn and where some of them have surprised me. So we started the local
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seo consultant Bright Local has taken out her new one is dense of reviews.
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The truth is that this is already a classic, because every year they do
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a pretty detailed study, with surveys of many users, where they draw very
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interesting inse conclusions related to the reviews. So he has released the new study
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related to all that has been the user' s perception of the reviews in
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the year two thousand twenty- three and I bring you the summary where we
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can also speak very interesting insides. The first part of the study focuses on
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the number of sites the user uses to view the reviews and is that consumers
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are increasingly using more means to inform themselves and the figures are clear. Twenty
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- three percent consult a single site, thirty- six percent use two sites,
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but forty- one percent of customers consult three or more sites when they
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decide to go to a local business to buy. Undoubtedly, this can justify
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why Google is starting to put the review information from other platforms into our tab,
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because although that site preferred to consult the reviews, in eighty- one
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percent of users use it, it has dropped six percentage points and is that
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other platforms such as Facebook take weight with forty- five percent, Tripadvisor with
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thirty- six percent, and jump to sources of less structured reviews, such
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as those from social networks, where platforms such as Instagram have risen two percentage
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points and are being consulted by thirty- five percent of users. And also
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Tiktok, which right now is consulted by twenty- three percent and in this
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case has gone up three percentage points. Perhaps the fact that Google is seeing
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that social networks are a source of consultation by users makes it bring that information
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to the results of the being because it is possible and is that new platforms
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such as that of Threads, which is Instagram Twitter, is also having a
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place as a source to find local business information and surprisingly or notes. Surprisingly,
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chab gept chab Gebet is also being used by users to ask them and
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receive feedback about businesses with physical establishments. And since reviews are an interesting source
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of information for our potential customers, because we have to say that thirty-
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three percent always read them, forty- two percent normally and twenty- two
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percent occasionally. What are the features that users use most? Well, if
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you remember when we go to them or sell reviews, we saw that,
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on the one hand, we have the search engine. We also have bubbles,
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where it makes a grouping of the different topics that are addressed to the
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reviews and we also have the possibility to sort them according to the valuation or,
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for example, depending on the date. Well, the reviewer, the
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magnifying glass, is the functionality most appreciated by ninety- six percent of users
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and in forty- seven percent considers that the most useful thing is to be
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able to sort them and above all, they are interested in ordering them by
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the most recent, followed by the highest score. This is undoubtedly telling us
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how important it is to continue to work on getting reviews on a recurring basis
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and not to establish point points throughout the year. It has to be introduced
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into our strategy and only 15 percent find nothing useful to highlight the reviews.
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You know that summary of three reviews that usually appears when the nubleshpanel appears,
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which makes us realize that perhaps the user doesn' t trust what others say
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anymore and doesn' t want to prejudge and prefers to read the reviews in
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depth to get his own ropia. Conclusion, and what the user expects to
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find when he starts reading the reviews, because in sixty- nine percent of
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the cases, what he wants is to see that another has had a positive
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experience in the establishment. It also seeks that the manager of the business has
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responded to the review, that the review has a high valuation in this case,
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in fifty- three percent of the cases, they seek a high valuation
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in forty- eight percent, that the user is not a rare or anonymous
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profile. So we' re seeing how the user already starts to be a
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little disenchanted and knows that the subject of buying reviews is on the agenda and
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also in forty- one percent of the cases that the business has reviews in
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the last month and what for now seems not to be too important is that
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the review has photo here. It' s funny, because the other day
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I was with a client and we saw that well, I had a good
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rating at the level of reviews, a good number of them, and the
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truth is that it was not something relevant to focus the focus at the level
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of the local seo strategy on the part of reviews. But well, he
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' s a client who likes to work on them and we' d say
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how we can make a difference. Well, then, let' s try
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to get users to incorporate some photo of their experience in the establishment and what
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we' re finding is that Google doesn' t let so let you put
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normal reviews. But in this case, when we wanted to incorporate photo,
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Google told us to send an email to the user and replied that you could
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not publish that review because it was identifying that it could be fraudulent. So,
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in the end, what we' re seeing is that, on the
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one hand, Google is giving the option that the user incorporates photo, but
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it also incorporates photo, it scales it and it says uy to see if
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this is false, so it doesn' t stop using all the features.
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I don' t know if it happened to you. If it' s
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happened to you, I' m going to leave you in Spotify and tell
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me if you have that experience too. The review part, that is,
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if it does not allow your customers to leave reviews with photographs. The average
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rating that users expect is mainly four stars. Thirty- seven percent of respondents
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say so Twelve percent expected a four comma five, and even 17 percent say
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it' s worth it with a three comma five, surprisingly, or not
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so surprising. A mere five percent of users of respondents say they have a
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five. It' s what you' d like to see in an establishment
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that a little bit in front of thirty- seven percent that you' re
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looking for four stars is that in the end, having such good reviews in
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some way diminishes credibility, and this at valuation level. But what users think
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at quantity level, what is the minimum number of reviews they seek for considered
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representative. Well, then, thirty- one percent expect to see between twenty
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and forty- nine reviews in a business and twenty- two percent between fifty
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and ninety- nine. So if we realize, we don' t have
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to go crazy to have a lot of reviews From twenty, already the user
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starts to trust the comments that the date has. However, I must also
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tell you that we have already commented on this in previous episodes. It is
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important that the reviews you have and are consistent with the number of reviews in
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your sector. That is, if you are in a sector where on average
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competitors have 500 reviews, then you stay at 20. The truth is,
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there are quite a few of them, so this information needs to be taken.
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I tell you with pizzas and at frequency level the consumers who wait,
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because 27 percent. What you would like is to see reviews with a maximum
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age of two weeks. This has gone up in front of previous years,
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where in the two thousand twenty- two only twenty- two percent expected reviews
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with that frequency and in the two thousand twenty- three a twenty- five.
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And now I' m telling you, we' re on 27th.
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And this is because in the end, consumers want to have useful and recent
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information, updated on the most recent experiences in that business. And that trend
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is growing even more in the hotel and catering sector. With this, what
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we conclude is that it is very important to get constant reviews, as I
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told you at the beginning, and what degree of confidence the reviews awaken,
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because look at the fifty percent is as if they were from friends or family,
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and it has gone up four percentage points compared to last year, But
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it is that thirty- five percent trust the reviews as if they were from
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the influencers that follow on social networks. This is a new metric that they
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have incorporated and that simply denotes the increasingly important power of influence in these media.
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To me, frankly, I am surprised by this ability to drag you,
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because many times you influence them, because in the end you are sponsoring
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brands that pay you back. Then I can' t believe people really listen
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to what they say. But, well, how so. They have included
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these metrics and as we see fifty percent as if they were friends or family
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and thirty- five percent as if it were their header influencer, and what
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impact reviews have on big brands, that is, on those brands that have
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several establishments. I really liked to read this part, and it is that
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eighty- nine percent of consumers say that reviews of franchises or local stores of
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a large brand somehow affect their decision to use the store. And ninety-
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one percent of consumers feel that these reviews somehow impact their overall brand perception.
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These findings are important because they show that the marketing specialists of the big brands
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cannot afford to fall asleep in the laurels in the hope that the value of
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the brand will prevail over all things. And we' ve seen it before.
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When we go to a great brand, you find, on the one
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hand, the online department that only wants sales to be produced in Swedemerce And
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when sales are produced in the physical store, in the end they see it
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as being giving it sales, but they do not realize that the customer,
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in the end it is omnichannel, can have different points of contact with the
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company and in the end, the important thing is that it is sold regardless
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of the channel in which it occurs. That is why the important thing is
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the value of the common global brand that affects all departments. And as long
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as that is not understood, in the end the physical stores of the big
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brands are, by my experience, a little underprivileged. And what about the
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response of the owners, of the local businesses, to the cattle they receive.
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This is one of the most important aspects for customers, because eighty-
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eight percent expect feedback from both positive and negative reviews, and usually want that
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response to occur within two or three days. According to thirty- four percent
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of respondents or at most a week, as they say, twenty- two
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percent of respondents and here I really liked a blind test that they did where
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they were shown the answer to a review that had been done by, on
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the one hand, a human being and, on the other hand, artificial
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intelligence. And you know that he liked much more the response the AI had
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made. Fifty- eight percent of users preferred the response of artificial intelligence versus
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forty- two percent who liked the person' s performance. We are now
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going with a canden point of false reviews, and that is that consumers claim
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to have encountered false or dubious reviews on most of the platforms that have produced
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and only 19 percent said that they had not seen any remaining figures. Static
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compared to what we saw last year. What surprised me is that Amazon is
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the main platform identified as where there are more fake reviews. Me. The
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truth is that I am naive because I am always looking at Amazon reviews before
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buying any product, and the truth is that at no time have I doubted
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the veracity of them. That' s why you surprised me. But,
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I' m telling you, Amazon has been the learner for the past three
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years, the main platform for reviews. However, the percentage of consumers who
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hope to have seen reliable reviews on all platforms has decreased, so including Amazon,
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which seems to make clear that the efforts being made by the different platforms
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are correct. I remember a number that Google gave us a few weeks ago
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and it was that it had erased a hundred sets of reviews that violated policies
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and their terms of service. And well, and that was forty- five
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percent more than I had erased in two thousand twenty- two. In the
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end we said well, yes, you' ve made an effort, but
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that amounts to less than one Google Buss profile review per date that there is
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right now in the world. So much effort, so much effort. It
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is certainly not a good start, but it has to keep moving along this
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line. And we are already in the final line of this study and we
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focus on when users write reviews. And what we see is that users are
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now more receptive to leave reviews when they have had a positive experience. We
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already know that when a user has had a negative experience, sometimes you don
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' t have to encourage him because he does it alone. But the fact
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that there are more and more positive reviews indicates that well, people are a
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little quieter. It is also true that owners are increasingly inclined to ask the
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user to leave that review and logically, they will ask those who know that
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they have been satisfied and how they do so, as they usually ask for
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it via email. In thirty- two percent of the cases, during the
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time of purchase it is usually requested by twenty- eight percent of the owners
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and in twenty- seven percent via social networks that has also surprised me very
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much. I didn' t expect it to be a direct interaction channel with
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the client. I understand that by direct messages it is either way, if
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it is a channel that you do not use right now that you know that
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in other countries they are using it, so it can be a good practice
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to incorporate into yours. However, also say that businesses to get those positive
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reviews are using practices not allowed by Google to get them. For example,
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forty- five percent of respondents offered customers a discount, thirty- three percent,
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some detail, and even twenty- three percent had the nerve to give
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them a cash reward. They seem to me to be very high percentages.
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I don' t know if these figures would apply as in countries like Spain,
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but good that you know what' s being done, but I also
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tell you that it' s not allowed in Google' s policies and terms
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of service. In short, it is more evident than ever that consumers are
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consulting multiple sources of information in search of business reviews and recommendations, and this
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reminds us that managing our online reputation should be seen as a strategy and not
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as a task. It is not something that can be retaken when there is
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time, and reputation should encompass both digital channels and offline channels and therefore should
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be a shared responsibility among all employees and departments. In case of larger companies
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with different initials. You know that Laura Alfonso at barracrolos left you a link
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in the program notes. I have a review management course where I explain not
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only how you can get and encourage more and better reviews, but also how
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you have to adapt to circumstances such as having an injection of negative reviews,
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which you see your competitors are buying fake reviews. What to do in those
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cases, what to do when your reviews disappear or what to do when,
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for example, you move and need to merge the reviews with a new date?
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Well, we see all these cases in that course and the price will
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rise in the coming weeks when we update all the information based on this last
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study that I have summarized in the episode of Age and up to here,
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by so many gentlemen, the episode of today. I hope it has been
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of interest to you and that you can apply it to your local business,
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as always. Thank you very much for all your five- star reviews and
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reviews on Apple Podcast and Spotify. Remember that in Spotify I leave you the
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question and I will be delighted to read your answers and also remind you that
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you can listen to me on other podcasting platforms like Evos, Google Podcast,
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Amazon Music, Pokedcast at all and you will help me a lot if I
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subscribe to that local business channel from your favorite podcast platform, as that way
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you would give me more visibility and could reach more people. And remember that
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in the next few weeks I' ll start going up instead of an episode
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two because of the problem I had that the podcast had disappeared from all the
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platforms and now that it' s back, I only have the information until
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the 21st of February, so until we catch up we' ll be with
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two episodes instead of one a week. And remember that if you want to
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get more customers and more business through local positioning, I also have a course
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where I explain to you how in lnso com ora and we only have to
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close it, but only until next week where we will hear again and where,
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then, where will the local business be here? Happy week.