SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search

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    09-May-2015
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My review signals and techniques presentation from SMX West 2011 on Ratings, Reviews & Reputation: Their Growing Impact On Search. To get full session coverage, visit: http://outspokenmedia.com/k0vf

Transcript of SMX West 2011 - Ratings, Reviews & Reputation: Their Growing Impact On Search

  • 1.REVIEW SIGNALS & TECHNIQUES Rhea Drysdale Co-Founder, Outspoken Media @rhea

2. REVIEW SIGNALS 3. Known signals from public records:

  • Reviewer location
  • Frequency of reviews
  • Reputation scores
  • Social network of user
  • Content aspects
    • Sentiment-ish

4. Google Assigns Reputation Scores to:

  • Reviewers
  • AND
  • Reviews
  • Per Reviewer Rating patent:
  • people, products, advertisers and merchants

5. REPUTATION SCORE OF USERS FRIENDS 6. USER PERSONALIZATION 7. USERS REVIEW HISTORY 8. Versus 9. Or 10. REVIEW CONTENT

  • Preference given to those withsummariesand/ordescriptions

11. FRESHNESS 12. USERS OWN SOCIAL NETWORKS 13. What drives social results?

  • Friends on:
    • Gmail (with Google profiles)
    • Twitter
    • Flickr
    • Quora
    • Yelp
    • Friends websites (not shared, profile pull)
  • Search social beta: &tbs=frim%3A1(or sidebar)

14. Aspects Early screenshots from Mike Blumenthal and Bill Slawski show aspects have been refined over time. 15. Common Aspects 16. Common Aspect Sources

  • Yahoo.com
  • Citysearch.com
  • InsiderPages.com
  • Judysbook.com
  • Niche local sites

17. Sentiment Analysis FLAWED! 18. SENTIMENT

  • After DecorMyEyes update, Google said they took out:
  • Extremely poor user experience
  • No measurable result from the update.
  • Details: googleblog.blogspot.com/2010/12/being-bad-to-your-customers-is-bad-for.html

19. KEYWORDS? Filtered from appearing on Place Page 20. FUTURE SIGNALS

  • Improved sentiment analysis? Increased filtering of data sources and signals for irregularly high negative responses (DecorMyEyes)
  • Transaction verification with services like Mint.com and SpendGo

21. QUESTIONS 22. Do you need reviews to rank in local?

  • No , butReviews add relevant content and count as social indicators.Googles Related places on a review-free Place page will draw users eyes and potentially clicks drawn to:

23. Do you need to use hReview?

  • No, butUsing hReview and structured markup helps Google correlate your pages with places mentioned. Can also add rich snippets to the SERPs, which may improve conversions.

24. More on hReview microformat

  • What?
  • Open standard for distributed reviews.
  • Aims for simple properties common to multiple products, objects and services.
  • More on hReview: microformats.org/wiki/hreview
  • Implementing hReview with Wordpress: yoast.com/implement-hreview-wordpress-theme/

25. Ratings

  • Use microdata, microformat or RDF markup.
  • Google assumes 1 (worst) to 5 (best) rating scale by default.
  • Can use anything to classify rating,

26. Test your rich snippets!

  • google.com/webmasters/tools/richsnippets
  • More on reviews (go to the source): google.com/support/webmasters/bin/answer.py?answer=146645

27. SOLICITING REVIEWS 28. According to Yelp on 3/8/11 @SMX!

  • Talk about the site where youd like a review, e.g. Yelp.
  • Use that sites services and offers to incentivize reviews.
  • Create great content, services, products that users will want to review.
  • Ta da!

29. Other methods 30. REVIEW SERVICES Check with your ecommerce solution! 31. CASE STUDY 32. ORM Problem Scope

  • Very negative review appearing above the fold in the SERPs
  • Negative source had optimized the page and built internal links to it

33. SEO Strategy

  • Establish baseline
  • Audit existing reviews
  • Manage fake reviews & conflict of interests
  • Create a testimonials page and strengthen internal/external backlinks
  • Solicit testimonials through exit interviews
  • Develop and promote off-site content
  • Develop and publish video testimonials
  • Publish testimonials and bulk up directories

34. Results

  • Website
  • Website
  • Website
  • Website
  • Niche directory
  • Niche directory
  • Citysearch
  • Social profile
  • Social profile
  • Press mention

35. THANK YOU

  • Contact:
  • [email_address]
  • Follow:
  • @ outspokenmedia|@rhea