How to manage Google reviews and why?

Google Business Profile is the most consulted online review service. Google review management must therefore be done professionally to maintain and optimize the e-reputation of the network's points of sale. Discover why and how to use Google Business Profile for local consumer reviews.

Improve the management of reviews filed through the Google Business Profile ecosystem

Why manage Google reviews?

1. Because they are highly visible

Today, the presentation of local results is based on a relevance criterion* that includes the quality of reviews published on the pages of points of sale. We can see that Google attaches great importance to it, with regard to 3 elements:

• Local results can be filtered by number of stars.
• The number of reviews is displayed.
• The average rating is displayed.

* The relationship between the local query and the displayed results (the distance between the user and the point of sale, their location, the search theme, etc.)

2. Their value in the eyes of consumers

Today, 95% of consumers check at least one online review before making a local purchase, and 72% of them trust their peers' reviews. The impact (both positive and negative) on the sales of the brand and its points of sale is therefore considerable.

Sources: brand-advocacy.fr / websitebuilder.org

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How to manage Google Business Profile reviews?

1. Ideally, you should respond to all reviews. By following this rule, you will gain in terms of e-reputation and local SEO (the more interactions, the better your SEO will be), and this will encourage other local customers to express themselves.

Note: don't forget to start your response by "thanking" your respondent.

2. Consumers are very attentive to your response time, so be reactive.

3. Apply the "tone of voice", the communication tone that has been defined. Do you use a formal or familiar language? Have you set limits if you want to make a bit of humor? If you want to know more about this point, check out this article that gives a series of tips to improve local e-reputation.

4. Consumers are attentive to the fact that the response to a given review is personal. So avoid a behavior where the standard response is a simple copy-paste.

5. Request customer reviews by placing a link on the store locator pages of the brand that leads to local pages on Google.

To learn more,

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