94% of customers admit having ruled out a company of their choice because of negative reviews. Impressive, isn't it?
The importance of customer feedback is undeniable, forming a fundamental pillar of brands' e-reputation and conversion rates for businesses. With the advent of the European Union's Digital Markets Act (DMA), a new era is emerging regarding how reviews are displayed on Google Business Profiles. This development could become a real springboard for companies benefiting from positive feedback, while posing a challenge for those weighed down by negative reviews.
Let's explore together the impacts of these changes, as well as some tips for making the most of the new reviews section on Google Business Profiles!
Google Business Profile: the evolution of the “reviews” section
In an effort to innovate and comply with the European Union's Digital Markets Act, Google recently changed the way reviews are displayed in its Business Profiles. This change, initiated to counter anti-competitive practices and break the monopoly in local search, was observed by Daniel Roch of the Seomix agency.
Previously, the reviews visible on a Google Business Profile came exclusively from Google. Now, by clicking the new “Show all reviews” option, users are redirected to an expanded search.
This combines the “business name + reviews”, offering a panorama of opinions collected not only from Google but also from various recognized sources such as Trustpilot, PagesJaunes, Facebook, Tripadvisor, and even Uber Eats.
Even employee comments on platforms like Indeed are integrated, as well as reviews featured on the companies' own websites.
The impact of the evolution of Google Business Profiles for businesses
Customer reviews have become a true barometer of trust and credibility. They provide consumers with a comprehensive and nuanced view, which is extremely beneficial to them while promoting fair competition in the digital marketplace. Moreover, 68% of consumers hesitate to trust a site displaying a perfect 5-star rating, unless it is supported by a multitude of authentic reviews.
So, what will be the impacts of this new display for businesses?
The need to carry out broader monitoring
Extended monitoring is now essential to cover all platforms displayed by Google. To build trust with consumers, displaying consistent and similar ratings across different sites becomes indispensable.
For businesses, this means regularly monitoring reviews on Google as well as on various social networks and influential sites. But that's not all: proactively and constructively responding to reviews, whether positive or negative, is equally essential to demonstrate commitment to customer satisfaction. It's a good practice that reinforces user trust. Indeed, 55% of consumers view companies that respond to their reviews favorably, and more than half (53%) expect a response within a week to a negative review!
The importance of collecting reviews on different platforms
In addition to actively monitoring reviews left on various sites, the evolution of Google Business profiles requires diversifying strategies for collecting customer feedback.
Professionals must now look beyond Google reviews alone and encourage feedback on various channels such as Facebook, Trustpilot, Tripadvisor, and Avis Vérifiés.
Another strategy to implement: signing up to paid review platforms. These sites, thanks to rigorous verification processes, tend to offer a more authentic view of customer feedback, thereby minimizing the risk of fraudulent or manipulated reviews. A relevant approach given that 75% of consumers think that fake reviews are a problem and that companies must address them. Top of form
Multiplatform reviews: a major SEO asset
Adopting a multi-platform strategy for managing customer reviews is a powerful lever, not only to strengthen brand image but also to optimize search engine ranking (SEO). Indeed, review-related signals account for about 15% of Google's local ranking criteria.
Positive reviews play a predominant role in local SEO, being the third most important factor in the Google local pack algorithm. These authentic pieces of feedback significantly improve businesses' visibility in local search results.
Indeed, search engines, notably Google, consider these comments a key indicator of a business's trustworthiness and popularity.
Another essential tip: integrate customer feedback on your website. This practice can strengthen visitors' trust and improve your SEO. Using structured data tags allows search engines to easily interpret these reviews, thereby helping your Google Business Profile rank better in search results.
Why is the Digital Markets Act (DMA) shaking up Google reviews?
At the root of these changes: the European Union's Digital Markets Act (DMA)! One of the DMA's main objectives is to prevent these digital market giants from unduly favoring their own services or restricting competition.
Under the DMA, companies like Google are required to follow stricter rules to ensure fair competition. This includes, for example, the obligation to use transparent, fair, and non-discriminatory ranking conditions to avoid favoring certain sellers on their platforms.
For Google, this means it must make various changes to how its products and services operate, including the collection and display of customer reviews. Integrating feedback from different sites therefore aligns with the DMA’s goal of promoting fair competition and greater transparency.
Our tip to improve reviews on your Google Business Profile
This aggregation of reviews presents an opportunity to gain visibility and credibility with your audience, especially if your business receives many positive customer responses.
One additional tip: don’t underestimate the importance of authenticity. Encourage genuine reviews and engage sincerely with your customers online. This trust will strengthen your online reputation and your Google ranking.
Need help optimizing your SEO strategy on Google? Post an ad right now on our freelance platform, Codeur.com.
