Daniel Lemin

1. Why Online Reviews Are The
Future of Local & Search
Marketing

2. DEFENDING
YOUR TURF
REVIEW
MECHANICS
WHY REVIEWS
MATTER

3. DEFENDING
YOUR TURF
REVIEW
MECHANICS
WHY REVIEWS
MATTER

4. This is an era of unlimited choices
If you make a bad
decision today, you’re
just lazy.

5. We are also in an era of unprecedented information
availability
If a few options are
good, unlimited options
must be best.

6. We use search engines to try to filter the noise and
make good decisions…

7. Hick’s Law: it takes us longer to decide when more
options are presented
ReactionTime(RT)
Number of Options (n)
RT= a + b log2 (n)
RT is the Reaction Time
(n) is the number of stimuli
"a" and “b” are constants

8. Consequently, consumers rely on reviews to fight
against that cognitive overload

9. of consumers read online
reviews
*DIMENSIONAL RESEARCH

10. > Aunt
> Friends
> Mothers

11. of consumers trust paid
search ads (SEM)
*BRIGHTLOCAL

12. This genie is not
going back in the
rum bottle.

13. Your goal SHOULD BE to make ALL
reviews work on your behalf, rather
than to just limit the fallout of bad
reviews.

14. Why?

15. Trust. Context.

16. They have a fundamental role as a
search marketing asset.

17. DEFENDING
YOUR TURF
REVIEW
MECHANICS
WHY REVIEWS
MATTER

18. 3 Levels of Reviews
1. Brand Reviews
- impact reputation

19. 3 Levels of Reviews
2. Product Reviews
- impact product
choice

20. 3 Levels of Reviews
1. Location Reviews
- impact behavior

21. In a consumer’s last mile local reviews
represent the final six foot sprint to the
finish.
@daniellemin

22. 2 Types of Reviews
1. Third Party Reviews
- Google
- Yelp
- TripAdvisor
- MANY more

23. 3rd party reviews are key because
they become part of your brand
experience in SERP.
@daniellemin

24. Good 3rd Party
Reviews Help
Your Brand

25. Bad 3rd Party
Reviews Kill
Your Brand

26. Bad 3rd Party
Reviews Kill
Your Brand

27. 36% of consumers begin local
purchase path on Google.
@daniellemin

28. 2 Types of Reviews
2. First Party Reviews
- Reviews from your own
customers displayed on
your own site

29. 1st party reviews are key because they
keep consumers on your site (context)
and make your site more believable
(trust).
@daniellemin

30. Google only
includes first party
reviews in organic
search rankings
algorithm.

32. REVIEW
MECHANICS
WHY REVIEWS
MATTER
DEFENDING
YOUR TURF

33. Review Volume Matters As
Much As Score
Google looks closely at
the velocity of reviews.

34. A Successful Reviews Program Puts a Firewall
Around Your Brand
Why rely on super happy or
super unhappy customers?
Ask every customer to write a
review.

35. 73% of consumers say reviews
older than 90 days
are irrelevant.
@daniellemin

36. >70% of consumers* will write a review
when asked, and if you ask the right
way you’ll end up with the right
outcome.
@daniellemin
*BRIGHTLOCAL

37. 4 Keys To Getting More Reviews
1. Ask at the right point

38. 4 Keys To Getting More Reviews
1. Ask at the right point
2. Ask without strings attached

39. 4 Keys To Getting More Reviews
1. Ask at the right point
2. Ask without strings attached
3. Ask with humanity

40. 4 Keys To Getting More Reviews
1. Ask at the right point
2. Ask without strings attached
3. Ask with humanity
4. Follow up and thank them

41. ★ Brand reviews and local reviews
help you win and defend in SERP

42. ★ Brand reviews and local reviews
help you win and defend in SERP
★ First-party and third-party reviews behave
different, and both are needed

43. ★ Brand reviews and local reviews
help you win and defend in SERP
★ First-party and third-party reviews behave
different, and both are needed
★ Ask customers for reviews; 70% will do it

44. ★ Brand reviews and local reviews
help you win and defend in SERP
★ First-party and third-party reviews behave
different, and both are needed
★ Ask customers for reviews; 70% will do it
★ Monitor and be responsive to all reviews

45. @daniellemin
daniel@manipurated.com
www.manipurated.com