Online reviews play an important role in online rankings and brand perception. This is the reason why many successful digital marketers and website owners seriously take these into consideration in deciding which content to publish on their sites. Unfortunately, a lot of digital marketers who are new to the field are still unaware of the importance of these reviews. So to help them obtain the needed understanding, this article enumerates some of the significant reasons why online reviews are relevant, and these are the following. 1. A five-star rating is not that important. However, getting an overall rating which is below the 4-star mark rating can hurt a site’s popularity since a study recently conducted revealed that ninety-four percent of the consumers prefer sites with overall ratings of 4-star or 5-star. The same study also suggested that only fifteen-seven percent of consumers will most likely consider a website with an overall rating of 3-star. Given these figures, website owners are strongly encouraged to publish and provide quality content on their sites since the majority of consumers do not settle for mediocrity. 2. A study conducted by the Pew Research Center revealed that more than fifty-percent of the adult consumers ages 50 years and below are considering online reviews before they decide to buy products or avail of the services that websites provide. It was also found out that only 16 percent of adults in the US don’t check online reviews before the actual purchase while 40 percent are “always” or “almost always” check them. 3. In 2017, it was found out that about 40 percent of the consumers’ population would most likely refrain from buying the products or avail of the services offered by websites that incurred negative reviews. 4. The online reviews provided by consumers are considered as an essential factor in determining local search engine rankings. In fact, a LocalSEO Guide study found out that the online reviews, particularly the keywords used within are very influential in the local search engine rankings compared to the other factors that the researchers looked at. 5. A Psychological Science study revealed that more consumers tend to focus more on the number of reviews that a product or service offered by websites received than their average rating.
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November 2018
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