KEO Marketing

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Online Reviews Just as Trustworthy as Personal Recommendations, Study Shows

The importance and value of online reviews in on its way to the top and can even make or break your business. Last week I shared a study that showed the Science Behind Google Places Rankings where Place pages that had 5 or more positive reviews had a significantly higher SERP ranking than a page with less than 5 reviews, even if they were all positive.

In this study, dubbed the Local Consumer Review Survey, shows that the benefits of positive reviews extend beyond search engine optimization and local search rankings. In fact, 72% of consumers surveyed stated that they trust online reviews as much as personal recommendations. This online study completed in March 2012 surveyed 2,900 local consumers throughout the US, Canada and UK and compared data from the same survey that was conducted in 2010.


Online reviews give consumers quick and easy access to information which guides them in making an informed decision before going out and patronizing a new business. The continued increase in mobile usage (smartphones and tablets) means that more consumers will be searching for and finding local businesses online. Having positive reviews throughout Google, Yelp and concise testimonials available on your web properties is becoming increasingly important to consumers and quite valuable to business owners.

To take a look at the full survey and other key findings, visit Search Engine Land or contact KEO Marketing today to find out how local search optimization or mobile search optimization can help consumers find your business.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.