As most businesses know, reviews matter. While it may be easy to consider reviews as either positive or negative, it’s generally helpful to consider the two main types of reviews. First party reviews are reviews that are collected and presented on your own website. Third party reviews are reviews on a third-party website such as Yelp or Google+.
While both types can provide benefits, businesses should understand the value and potential of each.
This type of review is important for service industries or commerce stores as they show that you have a product or service that has been purchased, experienced, and enjoyed. Displaying reviews on your website provides a different type of credibility than third-party reviews. It shows both potential customers and search engines that you have customers using your site and providing feedback.
First party reviews can especially be beneficial when businesses are trying to improve their search engine rankings. Search engines have become more advanced and will rank websites higher that have more reviews on the site, especially good reviews.
This type of review takes the company out of the equation for the most part and provides a different perspective. The company has a presence on a third-party platform which is independent and can’t be controlled by that company. This means that third-party reviews provide a unique credibility to your businesses in the eye of the potential customer. This is because people will see a third-party review as being objective with a lower likelihood of being manipulated.
Additionally, the relationship between third-party review sites and search engines has changed significantly. People who search for a service will come across not only directory listings such as Yelp, Yellow Pages, and Angie’s List which all provide reviews. This is why businesses should be aware of their reviews on these sites and manage them as much as possible.
This information points to the necessity that businesses seek out and manage the reviews on their own site as well as third-party sites. It’s easier to stay ahead of the competition by creating an effective website that collects and displays reviews while also understanding that these third-party systems are incredibly important for the business.
Third-party reviews drive foot traffic and can be a great marketing tool. Since companies can respond to reviews on these third-party sites, they can take steps to manage their reputation as well. Both types of reviews can add to or detract from a company’s success.