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Here’s how digital word of mouth and search have converged

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For many industry practitioners, including me, the Moz Local Search Ranking Factors report serves as a useful and reference throughout the year to stay abreast of local search ranking signals (disclaimer, I’ve been a participant since 2014). One takeaway from the most recent Moz report that continues to resonate is this:

A business’s customer reviews as a ranking signal have increased in importance by 17 percent year over year and by 43 percent over the past three years.

As the survey founder David Mihm told Moz, “In mid-to-large metro areas, even industries where ranking in the 3-pack used to be possible with a handful of reviews or no reviews, now feature businesses with dozens of reviews at a minimum — and many within the last few months, which speaks to the importance of a steady stream of feedback.”

The influence of reviews on the Moz rankings underscores how word of mouth has evolved in the digital age to have even more impact a business – to affect not only reputation but also visibility.

Word of mouth goes digital

In a business context, word of mouth dates back centuries to the dawn of commerce. Who can say exactly when consumers began sharing opinions of the businesses they frequent? By the dawn of the 21st Century, businesses had figured out how to shape word of mouth in a variety of ways, such as encouraging consumers to review them or convincing people with influence to talk about their brands (as memorably discussed in Malcolm Gladwell’s The Tipping Point).

In the digital age, word of mouth exploded. The emergence of online platforms such as Amazon, Facebook and Google gave consumers a way to share their opinions of businesses in more transparent and permanent ways. A conversation between two neighbors over coffee about the quality of a plumber or a doctor no longer became a fleeting impression. Digital made those conversations scale and multiply beyond two people. If someone raved about the quality of a restaurant’s beef tenderloin entrée or torched an auto dealership for having bad service, now the whole world knew.

Something else happened as well: search engines began tracking customer ratings and reviews as a ranking signal. Google started to award businesses with a heavy volume of positive reviews by ranking them favorably over businesses that attracted only a trickle of reviews. That’s because consumers began to use search engines the same way they would consult their friends for advice about a business: as a source of word-of-mouth. Someone looking for a bike retailer nearby would want to know not only where to go (triggering a need for accurate location data published on Google) but also whether the retailer had a solid reputation (which is where customer ratings/reviews began to come into play). Google, wanting to deliver the most useful information in search results, responded. And as Moz has reported, rankings/reviews are more important than ever.

Businesses seize an opportunity

At a time when digital is often viewed as disruptive, though, the emergence of online word of mouth has created an opportunity for businesses. Smart companies have realized that they can shape their reputations and visibility simultaneously. Instead of viewing Amazon, Facebook and Google as a threat, they’ve employed these platforms to amplify their presence. For many businesses, doing so has meant asking customers to post reviews on the platforms that will give them the most visibility. Also, businesses with hundreds and thousands of locations have invested in automated tools that make it possible for them to secure, publish, and learn from reviews on a larger scale. In essence, they have automated word of mouth.

Today, automated word of mouth creates a virtuous cycle that affects a company’s reputation, visibility, and quality of service. The virtuous cycle looks something like this:

  • Optimize search. A business becomes more findable by publishing accurate location data, descriptive content and customer ratings/reviews. Doing so boosts the ranking signal in remarkable ways as discussed in the Local Search Ranking Factors survey and also builds a business’s reputation. Also, accurate and reliable content beyond ratings/reviews also boosts a brand’s reputation by creating a positive first impression.
  • Acquire customers. Consumers look for ratings and reviews across a wide range of sites beyond a company’s website. By encouraging customers to review them, businesses not only boost their search signal but also spread positive social sentiment. Let’s face it: people are more likely to proactively talk about a bad experience at a business than a good one. Companies need to take steps to ensure that people share the positives. Asking a customer face to face is one way. Doing so via online tools such as email or text is a more efficient way. This positive social sentiment encourages a more accurate representation of customer conversions.
  • Improve the experience. The real power of the virtuous cycle happens when a business relies on solicited information plus unstructured, organic text that people leave on social media to look for ways to improve themselves. Businesses that take to heart reviews and use them as a source of feedback to positively change their businesses will create happy customers who are more likely to give you a positive review when you ask them – thus improving your reputation and boosting your visibility.

The good news about digital word of mouth is that businesses will continue to have a say in this process. Brands should:

  • Manage your customer ratings/reviews on an ongoing basis. Monitor them, respond to them, learn from them and encourage them – everywhere people are talking about your business online and offline.
  • Be proactive. Accept the fact that your business is going to get some negative reviews from unhappy customers. Respond to those customers to let them know you care. And balance those experiences by following up with customers and asking them to review you online.
  • Mind your location information. I say this a lot because it’s essential: treat your location data and content as a precious asset. Follow best practices for making your business findable with accurate data and descriptive content that is optimized for search.

Digital word of mouth and search have become intertwined. There is no going back. And this evolution is good. Google can give users (and your customers) a better experience when people search for a business. And you can give them a better experience when they find you.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Adam Dorfman is Director, Product Management at Reputation where he leads the teams responsible for the best in class local automation platform Velocity. Follow him on Twitter @phixed.



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LinkedIn Users Can View All Sponsored Content From the Past 6 Months

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LinkedIn pages will soon feature an ‘Ads’ tab showing all sponsored content an advertiser has run in the past six months.

The company says this change is being made in an effort to bring even greater transparency to ads on LinkedIn.

“At LinkedIn, we are committed to providing a safe, trusted, and professional environment where members can connect with each other, engage with relevant content, and grow their careers. Increased transparency to both our customers and members is critical to creating this trusted environment.”

While viewing ads in the new tab, users can click on the ads but the advertiser will not be charged.

Ad clicks from within the ‘Ads’ tab will not impact campaign reporting either.

From a marketing perspective, I see this as being an opportunity for competitor research.

Do you know a company who is killing it with LinkedIn advertising? View their ads tab to see if you can learn from what they’re doing.

Of course, the Ads tab will only show you what their ads look like.

It won’t reveal anything about how those ads are targeted or what the company’s daily budget is. But hey, it’s something.

LinkedIn says this is the first of many updates to come as the company furthers its effort to provide users with useful information about the ads they see.

The new Ads tab is rolling out globally over the next few weeks





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SEMrush expands to Amazon with Sellerly for product page testing

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SEMrush is a popular competitive intelligence platform used by search marketers. The company, recently infused with $40 million in funding to expand beyond Google, Bing and Yahoo insights, has launched a new product called Sellerly specifically for Amazon sellers.

What is Sellerly? Announced Monday, Sellerly designed to give Amazon sellers the ability to split test product detail pages.

“By introducing Sellerly as a seller’s buddy in Amazon marketing, we hope to improve hundreds of existing Amazon sellers’ strategies,” said SEMrush Chief Strategy Officer Eugene Levin in a statement. “Sellerly split testing is only the first step here. We’ve already started to build a community around the new product, which is very important to us. We believe that by combining feedback from users with our leading technology and 10 years of SEO software experience, we will be able to build something truly exceptional for Amazon sellers.”

How does it work? Sellerly is currently free to use. Amazon sellers connect their Amazon accounts to the tool in order to manage their product pages. Sellers can make changes to product detail pages to test against the controls. Sellerly collects data in real time and sellers can then choose winners based on views and conversions.

Sellers can run an unlimited number of tests.

Why we should care. Optimized product detail pages on Amazon is a critical aspect of success on the platform. As Amazon continues to generate an increasing share of e-commerce sales for merchants big and small, and competition only increases, product page optimization becomes even more critical. Amazon does not support AB testing natively. Sellerly is not the first split test product for Amazon product pages to market. Splitly (paid), Listing Dojo (free) are two others that offer similar split testing services.


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.



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Google on Domain Penalties that Don’t Expire

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Google’s John Mueller was presented with a peculiar situation of a website with zero notifications of a manual action that cannot rank for it’s own brand name. Mueller analyzed the situation, thought it through, then appeared to reach the conclusion that maybe Google was keeping it from ranking.

This is a problem that has existed for a long time, from before Mueller worked at Google. It’s a penalty that’s associated with a domain that remains even if the domain is registered by a new buyer years later.

Description of the Problem

The site with a penalty has not received notices of a manual penalty.

That’s what makes it weird because, how can a site be penalized if it’s not penalized, right?

The site had an influx of natural links due to word of mouth popularity. Yet even with those links, the site cannot rank for it’s own name or a snippet of content from it’s home page.

Had those natural links or the content been a problem then Google would have notified the site owner.  So the problem is not with the links or the content.

Nevertheless, the site owner disavowed old inbound links from before he purchased the site but the site still did not rank.

Here is how the site owner described the problem:

“We bought the domain three years ago to have a brand called Girlfriend Collective, it’s a clothing company on the Shopify platform.

We haven’t had any… warnings from our webmaster tools that says we have any penalizations… So I was just wondering if there was any other underlying issues that you would know outside of that…

The domain is girlfriend.com and the query would be Girlfriend Collective.

It’s been as high as the second page of the SERPs, but… we get quite a few search queries for our own branded terms… it will not show up.

My assumption was that before we bought it, it was a pretty spammy dating directory.”

John Mueller’s response was:

“I can double check to see from our side if there’s anything kind of sticking around there that you’d need to take care of…”

It appears as if Mueller is being circumspect in his answer and doesn’t wish to say that it might be a problem at Google. At this point, he’s still holding on to the possibility that there’s something wrong with the site. You can’t blame him because he probably gets this all the time, where someone thinks it’s Google but it’s really something wrong with the site.

Is There Something Wrong with the Domain Name?

I checked Archive.org to see what it’s history was. It was linking to adult sites prior to 2004 and sometime in mid 2004 the domain switched it’s monetization strategy away from linking to adult sites to displaying Google ads as a parked domain.

A parked domain is a domain that does not have a website on it. It just has ads. People used to type domain names into the address field and sites like Girlfriend.com would monetize the “type-in” traffic with Google AdSense, usually with a service that shows ads on the site owner’s behalf in exchange for a percentage of the earnings.

The fact that it was linking to adult sites could be a factor that has caused Google to more or less blacklist Girlfriend.com and keep it from ranking.

Domain Related Penalties Have Existed for a Long Time

This has happened many times over the years. It used to be standard to check the background of a domain before purchasing it.

I remember the case of a newbie SEO who couldn’t rank for his own brand name. Another SEO who was more competent contacted Google on his behalf and Google lifted the legacy domain penalty.

The Search Query

Mueller referred to the search queries the site owner wanted to rank for as being “generic” and commented that ranking for those kinds of “generic” terms is tricky.

This is what John Mueller said:

“In general, when it comes to kind of generic terms like that, that’s always a bit tricky. But it sounds like you’re not trying to rank for like just… girlfriend. “

However the phrase under discussion was the company name, Girlfriend Collective, which is not a generic phrase.

It could be argued that the domain name is not relevant for the brand name. So perhaps Mueller was referencing the generic nature of the domain name when he commented on ranking for “generic” phrases?

I don’t understand why “generic” phrases entered into this discussion. The site owner answered Mueller to reinforce that he’s not trying to rank for generic phrases, that he just wants to rank for his brand name.

The search phrase the site owner is failing to rank for is Girlfriend Collective. Girlfriend Collective is not a generic keyword phrase.

Is the Site Poorly Optimized?

When you visit the website itself, the word Collective does not exist in the visible content.

The word “collective” is nowhere on the page, not even in the footer copyright. The word is there, but it’s in an image, it has to be in text for Google to recognize it for the regular search results.

That’s a considerable oversight to omit your own brand name from the website’s home page.

Screenshot of Girlfriend.com's footer

  • The brand name exists in the title tag and other meta data.
  • It does not exist in the visible content where it really matters.
  • The word collective is not a part of the domain name.

A reasonable case could be made that girlfriend.com does not merit ranking for the brand name of Girlfriend Collective because the word collective only exists in the title tag of the home page, not on the page itself.

Google Does Not Even Rank it for Page Snippets

However that reasonable case falls apart upon closer scrutiny. If you take any content from the page and search with that snippet of content in Google, you’ll see that the domain name does not even rank for the content that is on it’s own page.

The site is fully indexed, but the content is not allowed to rank.

I searched for the following phrases but only found other pages and social media posts ranking in Google, not Girlfriend.com:

  • “Five classic colors made from recycled water bottles.”
  • “A bunch of old water bottles have never looked so good.”

That first phrase, “Five classic colors…” doesn’t rank anywhere on Google for the first several pages.

But as you can see below, Girlfriend.com ranks #6 in Bing:

Screenshot of Girlfriend.com ranking in Bing.Bing has no trouble ranking Girlfriend Collective for a snippet of text taken from the home page. Google does not show it at all. This points to this issue being something to do with Google and not with the site itself.

Even though Girlfriend.com appears to fall short in its search optimization, that is not the problem. The problem is that Google is preventing any content from that domain from ranking.

The reason Google is preventing that content from ranking is because the domain was problematic in the past. At some point in its history it was filtered from ranking. It’s a Legacy Google Penalty.

Checking the snapshot of girlfriend.com via Archive.org shows that it was being used to promote adult websites prior to 2004.

This is what it looked like sometime in 2004 and onward. It appears to be a parked domain that is showing Google AdSense ads.

Screenshot of Girlfriend.com from 2004This is a snapshot of Girlfriend.com circa 2004. It wasn’t a directory as the site owner believed. Checking the HTML source code reveals that the page is displaying Google AdSense ads. That’s what a parked domain looked like.

Parked domains used to be able to rank. But at some point after 2004 Google stopped ranking those pages.

There’s no way to speculate if the domain received it’s penalty before 2004 or after.

Site Can’t Rank for it’s Own Brand Name

There are many reasons why a site can’t rank for it’s own domain name or words from it’s own pages. If you suspect that your site may be suffering from a legacy Google penalty, you can verify the previous content by checking Archive.org.

Archive.org is a non-profit that stores snapshots of what web pages look like. Archive.org allows you to verify if your domain was previously used by someone else to host low quality content.

Unfortunately, Google does not provide a way to contact them to resolve this matter.

Bing Ranks Girlfriend.com for Girlfriend Collective

If there was a big problem with links or content on Girlfriend.com that was keeping it from ranking on Google, then it would very likely be apparent on Bing.

Bing and Google use different algorithms. But if there was something so massively wrong with Girlfriend Collective, whether site quality or a technical issue, there would be a high probability that the massive problem would keep it from ranking at Bing.

Bing has no problem ranking Girlfriend.com for it’s brand name:

Screenshot of Bing search results showing that it ranks Girlfriend.com in a normal mannerBing ranks Girlfriend.com in a normal manner. This may be proof that there is no major issue with the Girlfriend.com site itself. The problem may be at Google.

Google’s John Mueller Admits it Might be Google

After listening to how the site owner has spent three years waiting for the legacy domain penalty to drop off, three years of uploading disavows, three years of bidding on AdWords for it’s own brand name, John Mueller seemed to realize that the issue was not on the site owner’s side but on Google’s side.

This is what John Mueller offered:

“I need to take a look to see if there’s anything sticking around there because it does seem like the old domain was pretty problematic. So that… always makes it a little bit harder to turn it around into something reasonable.

But it feels like after a couple of years that should be possible. “

In the end, Mueller admitted that it might be something on Google’s side. However an issue that remains is that there is no solution for other publishers. This is not something a publisher can do on their own like a disavow. It’s something a Googler must be made aware of in order to fix.

Watch the Google Webmaster Hangout here

Screenshots by Author, Modified by Author





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