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My presentation from SMX West 2013 - on the "Must Have Local Search Tactics" panel on March 12, 2013. I describe a technique for asking customers for reviews, in a way that maximizes the number of reviews you have on the most-important sites, while minimizing the number of reviews that get filtered. Phil Rozek www.localvisibilitysystem.com
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The Zigzag Approach to Requesting Customer Reviews
Phil RozekLocalVisibilitySystem.com
(Twitter: @philrozek)
Must Have Local Search Tactics March 12, 2013
Business owner asks:“I have happy customers.
I know they’ll review me if I ask.
What do I ask them to do?”
Must Have Local Search Tactics March 12, 2013
Me:“Depends on the customer.”
Must Have Local Search Tactics March 12, 2013
No such thing as “asking for a review”
It’s more complicated than that.
You need to deal with
at least 3 obstacles:
Must Have Local Search Tactics March 12, 2013
Obstacle 1:Diversity
You need to try to get reviews on a variety of sites.
Why?
Must Have Local Search Tactics March 12, 2013
So you’ll rank well in Google+Local, Bing, Yahoo, and Apple Maps.
And more importantly, so you get…
Must Have Local Search Tactics March 12, 2013
Must Have Local Search Tactics March 12, 2013
Obstacle 2:Review Filters
Google+Local and Yelp filter out LOTS of legit reviews.
Unnatural in any way = gets filtered.
Many reviews don’t make it far…
Must Have Local Search Tactics March 12, 2013
Must Have Local Search Tactics March 12, 2013
Why? Nobody’s 100% sure, but...
The frequency at which you ask for reviews is a factor for the filters.
Google & Yelp also are more likely to filter reviews by first-timers, AKA…
Must Have Local Search Tactics March 12, 2013
Obstacle 3: Must Have Local Search Tactics March 12, 2013
“Noobs” are a challenge because:
-By definition, they aren’t in the habit of writing reviews. So it’s confusing.
-They’re more likely to be filtered
(looks unnatural to Google & Yelp).
Must Have Local Search Tactics March 12, 2013
BUT you want need reviews!
Can’t be pushy, but you still need to give them direction.
Must Have Local Search Tactics March 12, 2013
Solution?
Must Have Local Search Tactics March 12, 2013
Direct the traffic… Must Have Local Search Tactics March 12, 2013
…but NOT in a straight line
You don’t direct each customer to the same review site.
Enter the “zigzag technique”:
Must Have Local Search Tactics March 12, 2013
Concept of zigzag:Guide with Questions
Guide them through their options.
Ask diagnostic questions to determine where a customer should review you.
Must Have Local Search Tactics March 12, 2013
Concept of zigzag: Must Have Local Search Tactics March 12, 2013
Specifics
Let’s take a look at some instructions a business owner could give customers.
(Wanted to show you the whole PDF, but it wouldn’t fit!)
Must Have Local Search Tactics March 12, 2013
Had to improvise… Must Have Local Search Tactics March 12, 2013
Example of “zigzag”:
Must Have Local Search Tactics March 12, 2013
Option 1: Yelp Must Have Local Search Tactics March 12, 2013
Option 2: Google+Local Must Have Local Search Tactics March 12, 2013
Option 3: Yahoo Must Have Local Search Tactics March 12, 2013
Option 4: CitySearch Must Have Local Search Tactics March 12, 2013
Option 5: Whatever Must Have Local Search Tactics March 12, 2013
By the way…
You’re not asking any one person to write multiple reviews.
Just one review – on one site.
Must Have Local Search Tactics March 12, 2013
What’s the idea behind the zigzag layout?
3 principles:
Must Have Local Search Tactics March 12, 2013
Principle 1:Start with toughest sites
Specifically
Must Have Local Search Tactics March 12, 2013
Active user? Good!
Not an active user?
Write review elsewhere.
You’re asking customers:
Must Have Local Search Tactics March 12, 2013
Principle 2:Easier sites = 2nd choice
Sites that are good to have reviews on but that are easier.
Yahoo, InsiderPages, CitySearch, maybe industry-specific sites…
Must Have Local Search Tactics March 12, 2013
Principle 3:No unnecessary steps
Must Have Local Search Tactics March 12, 2013
They’re not having to create new accounts.
The “2nd choice” sites must be EZ.
= No frustration
= Fewer filtered reviews
= You consistently get reviews somewhere
Must Have Local Search Tactics March 12, 2013
Think darts
Must Have Local Search Tactics March 12, 2013
Goal? Get bulls’-eyes.
One way to get them is to have a good aim. (Gee, really?)
But there’s another way:
Must Have Local Search Tactics March 12, 2013
Create more bulls’-eyes
Must Have Local Search Tactics March 12, 2013
Takeaway: What to do
1. Figure out which sites you want reviews on.
Definitely Google+Local and Yelp,
plus 2-3 easier options.
Can always research competitors’ reviews.
Must Have Local Search Tactics March 12, 2013
Takeaway: What to do
2. Create instructions in which you show customers their options one at a time.
Can be a PDF, page on your site, or email.
Or you can ask them verbally.
It’s the guiding technique that counts.
Must Have Local Search Tactics March 12, 2013
Takeaway: What to do
3. Ask questions at every step – questions that channel active
Google+ users and Yelpers in one direction, and everyone else in
other (easier) directions.
Must Have Local Search Tactics March 12, 2013
No matter what…
Make your instructions interactive.
Give them logic circuits.
Give them a brain.
Must Have Local Search Tactics March 12, 2013
Thanks!
Phil Rozek
@philrozek
LocalVisibilitySystem.com
Must Have Local Search Tactics March 12, 2013