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Facebook, Google or Yelp: Which Reviews Are Most Valuable for Your Business?

Search Engine Watch compares three influential platforms on which reviews are published. Their advantages also show smaller companies in which direction marketing efforts in the evaluation area could go.

Why reviews are so important - and when you have to decide

Reviews are important for every company and its online marketing - also because they can bring SEO advantages. That is why endeavors to place the reviews as clearly visible as possible are important for anyone who presents their product or service online. According to statistics from Search Engine Land, 88 percent of those surveyed in 2014 trusted online reviews as much as they did personal recommendations. Large companies are making efforts to post such reviews on various platforms such as Facebook, Google, and Yelp. Choosing the right platform is therefore of interest to smaller companies with a lower budget. How and where can I optimally address my customers with reviews?

Reviews on Facebook

Facebook is a productive platform for reviews because many customers visit social networks to read the like. According to a study by Local Vox from 2013, 68 percent were already on sites like Facebook to read product reviews at that time. Since users generally also spend a lot of time in the social network, reviews are ideal, especially to strengthen brand awareness and to promote or evaluate purchase decisions.

Since Facebook Reviews is also integrated into the Google Review platform, reviews published there can kill two birds with one stone. Facebook means a strong presence and visibility for reviews - also thanks to the high frequency of visits to the site.

Reviews on google

The presence of reviews on Google is just as strong as on Facebook, since links to your own review page on Google can easily be embedded in an email, and also because reviews from other platforms are displayed (such as Facebook, Groupon, etc.). After the launch in 2012, reviews from critics are sometimes directly visible on Google Local Search, but above all Google Reviews are linked to the search engine itself, which is why they are also important for ranking, especially in the area of ‚Äč‚Äčlocal search engine optimization.

Google does not criticize requests for reviews from customers and offers the possibility to respond directly to negative feedback and thus strengthen communication between customer and company. Fake review detection also works so well on Google that companies with few reviews are not seriously damaged by them.

Reviews on Yelp

Yelp has been around the longest when it comes to customer reviews: since 2004. Since Yelp is also primarily viewed as a review website, reviews on this platform have a reputation for being high quality and well thought out. This also fits in with the realization that not all reviews a company receives via Yelp are also posted on the platform. An algorithm determines which reviews appear. This has to do with the user, so that, for example, reviews appear from frequent writers, while those from new users tend to remain unseen.

In addition, Yelp is careful not to ask customers for reviews. One way to draw attention to reviews of Yelp, however, is to anchor a Yelp button on the website or in the email signature. However, the restrictions on Yelp seem daunting, especially for small businesses.

Which review platform makes sense for which company

The question of which platform reviews should be published on does not really arise for large companies with sufficient budget - they should and will, if possible, promote reviews on all platforms. It's smaller companies that have to make a decision. It turns out that Facebook is supposedly the most productive way for them to disseminate product or service reviews. The connection to Google and the uncomplicated communication make a difference, especially for little-known companies; because they rely on asking customers for reviews and that all of these are shown.

The growth of your own company should always go hand in hand with an increasing involvement of all the specified platforms for ratings, as they may all drive search engine optimization. In particular, Google Local Search should be considered in the future, because although the platform is relatively new on the market in terms of reviews, it is already forecast for the Internet giant that it will top Yelps review numbers. Ultimately, it also shows that there is no way around Facebook for productive marketing via reviews, as in many other online areas.

Source: Search Engine Watch