We all intuitively know that individuals' search skills are evolving and improving. We're reconditioning ourselves to become better searchers based on what we've learned from previous search failures.
We're also learning how we can identify those companies with "questionable intent", by looking at reviews of a company. In doing so, many businesses are failing to keep up with the times, and adapt what they optimize their sites for within search engines.
Case in point; go to Google right this moment, and start entering your business name. If by the time you complete typing your business name, and the Google Autocomplete function hasn't shown the popdown option for 'your business name reviews' (see screenprint below), then start typing r e v … if Google then shows you "your business name reviews', you can surmise than enough people have searched for reviews of your company (before buying) that it merited a spot in Google Autocomplete.
The problem is, the people typing 'your business name reviews' are serious about buying from your business. They're very late in the buying process, and any negative reviews will disuade them from doing business with you. AND … if 'your business name reviews' appears in the popdown menu, then enough people are performing the search to merit its inclusion in Google Autocomplete. That's potentially, a lot of lost sales!
So now we know people are actually searching for your business name followed by reviews … but are you optimizing anything for that term? What is actually appearing in response to that query? And finally … what can you do to affect what appears in response?
How Can You Optimize for 'Business Name Reviews'?
Perhaps the best approach is to reach out to existing satisfied clients, and ask them to leave you positive reviews on the sites appearing in the search results for 'your business name reviews'. That way, if there are negative reviews, you can push them down to a secondary page, leaving only the good reviews on the main page.
There are other approaches too … but we'll cover those in a future post.