In Order To Improve How Users Search For Products, Google Are Updating The Quality of The Reviews Appearing in Searches
For businesses to ensure satisfaction for their customers, they need to make sure the information provided is accurate and optimal. Although they may be able to convince them to purchase their products, should they not meet the standard expected, consumers may end up leaving user-generated content in the form of a negative review online. This could in turn produce negative consequences, and reduce the perceived quality of the brand.
Google clearly wants to ensure the most accurate representation of listed products are available online, having recently announced in a post about a range of changes happening to their search function. This update would put the most accurate, at least from Google’s point of view, reviews at the top of the results, aiding consumers searching for products. This goes in tandem with a previous update, which was aimed to make sure the reviews appearing were from people who had actual hands-on experience with the products or services, and have a sense of awareness of how it properly functions.
The updates were as follows:
- Increased details on the way a product functions, and the main differences it has between any previous versions which were released.
- The feature to make sure the reviews come from a credible source, so someone who has actually used the product.
- Comparable reviews to competitor products will appear as well.
These changes are all happening in order to help facilitate the consumer journey. In Google’s own words:
“Ultimately, our goal is to help people find trustworthy, reliable advice when they come to Search – no matter what they’re looking for”
All these changes are important for two key stakeholders; those marketing the goods, and those purchasing the products. For consumers, this offers them a sense of security as their searches and reviews will offer more credibility, adding a safety net to their purchase beyond simple reviews. However, for marketers, this presents an extra challenge.
As the user-generated content comes to the forefront, brands will need to ensure what appears doesn’t have a negative connotation. In failing to maintain a positive image, this could cause reputational damage. In turn, people may be less likely to purchase their products, causing long-term brand harm. In making sure the UGC developed remains positive, this can in turn drive further engagement, and help brands find success in the long-run.
Although measures such as these are excellent for consumers, they do put pressure on organisations to ensure they continue to meet their needs.
Finally, for our previous #SocialShort, click here.
