In case you don’t know, that’s the collection of businesses that appear at the top of Google’s SERP when someone searches a keyword. It turns out that one of the keys to landing a coveted spot in the three-pack is getting good reviews. Here’s what you need to know.
The Proof That Reviews Matter
How can we tell that reviews make a difference in SEO? Google’s algorithm is proprietary and the known ranking factors (keywords, links, and Google Rankbrain, to name a few) don’t include reviews.
Local SEO experts have been saying this for a years, but it’s actually fairly easy to see that reviews are important. Google any local business category and you will get a list of results with a three-pack at the top. When you look at the businesses that made it into the three-pack, you’ll most likely see the following:
It’s also worth noting that the Local SEO Guide found that local reviews were the second most influential factor in determining search rank in their 2017 Local SEO Ranking Factors study. The influence in this study did appear to be limited to reviews that specifically included the keyword searched, but customers are likely to use the most commonly searched terms naturally.
In addition, LSI keywords that are related to the search term may also play a role. Try Googling your top keyword and looking at what’s highlighted in the reviews in the three-pack. You may notice that reviews that use semantically-related words show up even if they don’t use the precise term you searched.
The Reasons Google Likes Reviews for SEO
There are some concrete reasons that Google thinks reviews matter. They’re directly related to the ways that Google’s algorithm has evolved. In the early days of the internet, it was possible to get a page to rank highly on any search engine by simply stuffing it with keywords.
That changed because it omitted any concern for the experience of a user who clicked through to a site. After all, if you could click on a site because it ranked for a keyword only to find that it was useless to your needs, you wouldn’t revisit it – and you might resent the search engine that directed you to it in the first place.
With that in mind, here are the top three reasons that Google likes reviews for SEO.
How to Make the Most of Your Reviews
Here are some quick tips to help you make the most of your reviews:
You know that, and now you can do something about it. Organic traffic is increasingly difficult to come by but encouraging and highlighting your reviews can help you get the biggest possible bang for your marketing bucks.