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The Future: Optimize for Trust - Aaron Weiche

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The Future: Optimize for Trust - GatherUp

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The Future: Optimize for Trust - Aaron Weiche

  1. 1. The Future: Optimize For Trust @AaronWeiche
  2. 2. Online or IRL: Who can you trust? @AaronWeiche
  3. 3. Information is now endless. Trusted information is not. @AaronWeiche
  4. 4. Where does it come from? Does the source have a good reputation? Who are the authorities who believe it? What are my reasons for deferring to these authorities? https://www.fastcompany.com/40565050/say-goodbye-to-the-information-age- its-all-about-reputation-now @AaronWeiche
  5. 5. • Domain factors • Page factors • Site factors • Link factors • User interaction • Brand Signals • Webspam factors @AaronWeiche
  6. 6. = TRUST @AaronWeiche
  7. 7. Focus on the humans
  8. 8. @AaronWeiche
  9. 9. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert
  10. 10. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
  11. 11. Trust optimization
  12. 12. Let’s look at how reputation bolsters EVERY step of the funnel @AaronWeiche
  13. 13. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
  14. 14. “Google As The Home Page” https://gatherup.com/blog/google- as-the-new-home-page/
  15. 15. Google is succeeding at solving the searcher’s needs in the SERP
  16. 16. 2017 Local Search Ranking Factors
  17. 17. Packed with REVIEW elements for ranking
  18. 18. 1. Reviews with keywords 2. Reviews mentioning city 3. Total Reviews 4. % of reviews with keywords or city 5. Average yearly reviews 6. Number of reviews not response to @AaronWeiche
  19. 19. How to get more reviews @AaronWeiche
  20. 20. Ask everyone
  21. 21. Proactive requests generated 47X the results of passive
  22. 22. Locations (5) with proactive email feedback requests: 236.7 / month Locations (80) with passive feedback options: 5.3 / month
  23. 23. The #1 optimization is the ”human ask”, seed the review process
  24. 24. The “human ask” passes responsibility to the customer
  25. 25. + @AaronWeiche
  26. 26. Focus on top of funnel (ask, timing) not on the bottom (subject lines, content)
  27. 27. Two types of reviews: 1st-party reviews are direct to the business 3rd-party reviews are sites like Google, TripAdvisor, BBB @AaronWeiche
  28. 28. Ask for 1st-party and 3rd party reviews
  29. 29. @AaronWeiche
  30. 30. 1st-party reviews are your best move
  31. 31. You can get 40% of your customers to give you 1st- party reviews. But getting 10% to leave 3rd-party reviews is a big goal.
  32. 32. BONUS: The value of fixing the real problems vs. just getting reviews
  33. 33. Rank / SERP Visibility 1. Reviews are EVERYWHERE 2. You need to ask all customers 3. Build 1st and 3rd party reviews @AaronWeiche
  34. 34. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
  35. 35. Market your 1st- party reviews with review schema @AaronWeiche
  36. 36. Drive clicks From 35% to 200% more https://conversionxl.com/research-study/review-stars-google-help-click-rate-study/ https://www.patientpop.com/blog/marketing/local-search-marketing/google-rich-snippets- impact-practice/ @AaronWeiche
  37. 37. @AaronWeiche
  38. 38. Where to place reviews? Single location • About us page • Reviews page Multi-location • Location/store page • Agent/Dr page @AaronWeiche
  39. 39. .vs
  40. 40. @AaronWeiche
  41. 41. A Reviews Only Diet Makes Your Business Unhealthy https://gatherup.com/blog/reviews-diet- makes-business-unhealthy/ Why I Love 1st-party Reviews & Just Might Marry Them https://gatherup.com/blog/why-i-love-1st- party-reviews-just-might-marry-them/ @AaronWeiche
  42. 42. @AaronWeiche
  43. 43. @AaronWeiche
  44. 44. Click-thru from SERP 1. Review stars increase CTR 2. Add stars to your OWN pages 3. Build 1st and 3rd party reviews 4. Display 1st-party with schema @AaronWeiche
  45. 45. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
  46. 46. Stick & Engage 1. Bolster content with 1st-party reviews 2. Service, product and location pages 3. Add reputation “bits” to any page @AaronWeiche
  47. 47. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
  48. 48. 85% of consumers trust online reviews as much as personal recommendations
  49. 49. 68% choose a business from positive reviews, 40% avoid one based on negative reviews
  50. 50. Trust
  51. 51. Tells a story
  52. 52. Answers
  53. 53. There is no greater persona focused content than that written by the persona. @AaronWeiche
  54. 54. Rank / SERP Visibility Click-thru from SERP Stick Engage Convert REPUTATION
  55. 55. Your final takeaways 1. Optimize TRUST at every step 2. Ask for reviews, maximize them 3. 1st-party reviews are GOLD
  56. 56. Thank you! Aaron Weiche CEO @AaronWeiche aaron@gatherup.com Inbox.aaronweiche.com

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