Dumb Shortcuts to Getting Online Reviews

Image credit Vinny DaSilva / vinnydasilva.com / twitter.com/vad710Getting happy customers/clients/patients to speak up and write online reviews is usually tough.  Even if you do everything you should, it’s still tough going.  Not all the happy people will speak up, and there’s always a chance the unhappy few will.

If you’re wise, you’ll realize you can’t get to perfect, but that you can always get closer and that the payoff is worth the effort.  So you’ll continuously work on your strategy.

On the other hand, you might have considered at least one shortcut to get more reviews and better reviews.  I bet I know what you’re considering.   I hope you don’t do it, but if you do it anyway, I’d at least like you to know the arguments against it.

Here are 10 all-too-common “review shortcuts” some business owners try to take, and why you might not want to be one of them:

Watching over reviewers’ shoulders.

Maybe you set up an iPad in your office, and walk reviewers through exactly what to do, while you’re in the same room.  That’s noble, and you probably just do it because you want to make the process hassle-free.  But there are downsides.
Why it’s a mistake:

  • Many reviews won’t look like honest opinions because they won’t be honest opinions. How can reviewers say what they really think if you’re standing there?
  • The unhappy people will decline to use your review station, or they’ll get even more steamed if they felt “pressured.” Either way, they’re just as likely to write you a bad review anyway.  “Quality control” it is not.
  • The happy people may not feel at liberty to take their time and go into detail about why you’re great. You want them to.
  • It’s against Google’s rules.

Holding a contest.

You ask people to review you because you’ll donate to charity, or because you’ll pick a “review of the month,” or something like that.
Why it’s a mistake:

  • It’s illegal or legally questionable.
  • It’s against most review sites’ policies.
  • You’ll get short, unhelpful, artificial-looking reviews from people who just want the freebie.

“Getting the ball rolling” with reviews from family, friends, colleagues, etc.

You plan to get real reviews at some point, but don’t want your first reviewers to feel uncomfortable, and you don’t want your business to look unpopular in the meantime.
Why it’s a mistake:

  • It’s against Google’s rules and Yelp’s rules.
  • It’s illegal or legally questionable.
  • It’s unnecessary if you’ve got reviews from real customers.
  • For would-be customers it just calls into question the authenticity of your real
  • It looks sad and desperate if you’ve got no reviews from real customers.

Reviewing yourself.

Why it’s a mistake:

Posting on behalf of customers.

They sent you perfumed letters to say they feel, but they didn’t post online reviews, which are what you really want.  You don’t want to bother them with that process, so you figure you’ll publish their reviews for them.  They’re the same words, so what’s the problem?
Why it’s a mistake:

  • Either you have to impersonate your customers/clients/patients, or you have to say in your review that you’re posting on their behalf. “Bad optics,” as they say in Washington.  You raise more questions than you answer.
  • The reviews you post are more likely to get filtered.
  • What if those people see “their” reviews and say you never had permission to post their review?

Offering incentives.

You offer a gift card, or free service next time, or a discount, or enter customers into a raffle.  People are so busy, and they won’t bother to review you unless you grease the skids, right?
Why it’s a mistake:

  • Even if it works, you’ll get unimpressive, bare-minimum reviews from customers who just want free stuff.
  • It’s illegal or legally questionable.
  • You may have hell to pay if you’re a doctor or a lawyer.
  • It’s against most review sites’ policies.
  • It will offend some people, who would have been perfectly willing to write you a good review if you didn’t imply that you can just buy their praise.
  • The person you’re trying to get a review from may not believe your reviews anymore.
  • Armed with that knowledge, there will be murder in your competitors’ eyes.

Having marketers or so-called SEOs review you.

Hey, you pay them good money, and their job is to help you make rain, and reviews can help with that, so what’s the harm?  You’ll even do some work for them so they’re technically your “customer.”
Why it’s a mistake:

  • They’re usually poor writers. (Especially the SEOs.)
  • Either they disclose the relationship or they write a Jell-O review with no specifics.
  • There’s a good chance your competitors know the name and face, because the marketer may have tried to pitch them on working together. It’ll be an SEO soap opera full of “Before there was us” and “But I thought you knew” and “How could you!”  Probably won’t end well.
  • It’s illegal or legally questionable.
  • It’s against most review sites’ policies.

Swapping reviews.

You refer people to Fred.  Fred refers people to you.  You won’t pretend to be each other’s clients, but Fred can tell the world what you’re made of, and you’ll do the same for him.
Why it’s a mistake:

  • Either your reviews are mutually useless, or both of you have to lie through your teeth.
  • It looks shady.
  • You hitch a little piece of your reputation to someone else, whom you can’t control.

Including a gag clause to prevent negative reviews.

Maybe you’ve had crazy people take a hatchet to you in online reviews in the past, and you don’t need more of that right now.  If they have a problem, they can take it up with you and you can probably, but they can’t malign you publicly or you’ll sue them into the Stone Age.
Why it’s a mistake:

  • You know how they say “love will find a way”? Well, rage will also find a way.  Angry customers will find a way to get the word out – about the original issue, and about your effort to silence them.  (See “Streisand effect.”)
  • Your reviews will look too good to be true. Some people will question their authenticity.
  • Your competitors will cause you all sorts of misery if they find out.
  • You miss out on the benefit of letting would-be customers see how you handle problems. As Matt McGee says, we don’t live in a 5-star world.  If you get a bad (or even illegitimate) review and respond to it in a classy way, you look good.  Perhaps even better than if you had no reputation warts.  People love a comeback.

Buying reviews.

Happy customers don’t want to speak up.  The crooked competitors do it, and they’re making off like bandits.  Google and Yelp don’t filter their reviews, but seem to filter all your good ones.  It’s not fair.  You wish you could think of another way, and you want to get more real reviews eventually, but you’re losing money, so what else can you do?
Why it’s a mistake:

  • The reviews will range from mush to gibberish to lies.
  • It’s against Google’s and Yelp’s and other sites’ rules.

  • Real customers may call you out.
  • Competitors will call you out.
  • It’s lazy.
  • It’s illegal.
  • It looks shady.
  • It is shady.
  • It’s a missed opportunity to get to know your customers better.

 

Gee, thanks, Mr. Killjoy.  Sounds like I can’t do much of anything.  How SHOULD I get reviews?

Read these posts and apply the suggestions:

How to Execute the Perfect Local Reviews Strategy

Principles For A Review Plan: Considerations in Encouraging Customer Reviews

60+ Questions to Troubleshoot and Fix Your Local Reviews Strategy

How to Remove Fake Google Reviews

The Ridiculous Hidden Power of Local Reviews: Umpteen Ways to Use Them to Get More Business

Is there a “reviews hack” you’re considering?

Can you think of any other counterproductive shortcuts?

Have you tried an approach that didn’t help you get reviews the way you thought it would?

Leave a comment!

Boss Jobs in Local SEO

I’m talking about the specific tasks in a local SEO campaign that the boss of the company must do personally.

boss-jobs

The boss: the one person who can’t quit or get fired, who most wants more customers, and who ultimately has to fix any problems that keep customers away.

The tasks: few in number and pretty easy stuff, but stuff that only one person can do.

Everyone wants a 100% hands-free solution to getting visible in Google’s local search results and beyond – a way to get the phone to ring without his/her involvement.  I offer something mighty close to that, but it’s 90% hands-free; there’s that 10% that the person in-charge must do, or there’s a logjam and the crucial to-dos don’t get done.

I walk my clients through that 10%, and I’m going to lay out those tasks for you right now.

If you’re not the boss, I suggest you saunter over to the corner office now, interrupt your boss’s mini-golf, and have a read-aloud.

If you’re the boss, read on.  Because if you don’t personally do the below, you’re hurting your local rankings and visibility, limiting your ability to attract new customers, and letting down any employees who depend on you for a paycheck.

Boss Job #1:  Understand how long a good local SEO effort can take to bring results, and work on growing other sources of visibility/customers in the meantime, if necessary.  I’m the biggest local SEO advocate there is.  But building a business on one source of visibility is like building a chair with one leg.

Boss Job #2:  Be or hand-pick the person at your company who will do the phone-verifications for the really important listings.

I’m talking mainly about ExpressUpdate, LocalEze, CitySearch, YellowPages, and Yelp.  (And FourSquare, if you’re gung-ho.)

Those sites require someone who works at your company to pick up the phone at the number you use for your local listings and enter a spoken PIN into the site where you’re trying to create/claim your listing.

If you use call-forwarding, that person will need to disable the forwarding so that he/she can pick up the phone at the number that’s displayed on your listings.

If you can do the phone-verifications personally, great.  But if not, hand-pick the person who will.  You’ll want to know exactly whom to take out to the toolshed if it doesn’t get done.

Boss Job #3:  Buy the domain name and hosting of your site(s) personally.

As in not through a third party, even if you pay that third party to do work on your site.

Same reason as for Boss Job #2.

Boss Job #4:  Have personal control of the Google account used to create/claim your Google+ Local listing, your Bing listing, and your citations.

If someone quits or is fired, you should still have access to all your listings.

Boss Job #5:  Oversee the process of asking customers for reviews.

Nobody outside of your company can or should do it.  It’s a question of who in-house should do it.  It should either be someone high-up – so that the customer doesn’t feel like a non-priority – or it should be the person who actually performed the service for the customer.

If you aren’t that person or pick the person who will ask customers, either the reviews won’t come because it’s “someone else’s” job to ask for them, or the results won’t be good.

Boss Job #6:  Oversee the writing of any blog posts or “content” that’s put on your site.

I do NOT mean you should write each piece (or any) personally, nor do I mean that you should even critique or proofread more than a few of them from time to time.

What I am saying you need to do is make sure the person who does the writing (1) won’t pump out keyword-stuffed drivel that’s laden with anchor text and that might win you a black eye from Google, (2) won’t plagiarize, (3) won’t incur photo-copyright violations, and (4) won’t write stuff that’s so bad that would-be customers hit the “back” button.

The good news is everything else you can delegate to employees or to people with the necessary skills.  Yep, I’m referring to that other 90% of the work that goes into a good local SEO campaign.

Any other “boss jobs” that you can think of?  Questions about how to do any of them?  Leave a comment!