[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsmx-london-harnessing-the-power-of-online-reviews-ben-roberts":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":322,"breadcrumbs":323,"reading_minutes":140,"category":331,"head":333},"2017-05-24T14:25:58",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002FRoberts_Ben_M\">Ben Roberts \u003C\u002Fa>from \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.constructaquote.com\u002F\">Constructaquote\u003C\u002Fa>, is a marketer who believes that customers, and their opinions, are the cornerstone of successful marketing. He spoke to the SMX London audience about how to harness the power of online reviews.\u003C\u002Fp>\n\u003Cp>He started by addressing copywriters in the room with this statement:\u003C\u002Fp>\n\u003Cp>\u003Cstrong>“Nobody believes you, or the business you’re writing for.”\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Brands and businesses have lied far too many times. It doesn’t matter what you say about your brand, it’s what other people say about you.\u003C\u002Fp>\n\u003Cp>So, how can businesses prove themselves?\u003C\u002Fp>\n\u003Cp>…with a number and a few lines of text; a review – written by your customers.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>84% of customers say customer written content on a site influences what they buy. \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>We’re much more likely to order a new craft beer if it’s been recommended by our friends, rather than just being inspired by the brand’s marketing.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp>\u003Cstrong>Customer reviews are nearly 12x more trusted than descriptions that come from manufacturers.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>You need to encourage customers to write content on site and\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Embrace the REVIEWlution \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>(which is trademarked!)\u003C\u002Fp>\n\u003Ch3 id=\"seo\">SEO\u003C\u002Fh3>\n\u003Cp>People love recent reviews. Google loves recent reviews. You should love recent reviews.\u003C\u002Fp>\n\u003Cp>This content is written in the language of consumers, it’s not business jargon. Reviews are evidence that you’re doing business correctly.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>73% of consumers think that reviews older that 3 months are no longer relevant.\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>Customer written content is wins trust from another customer, the language is natural and the content is highly specific – product name, company name and keywords will be mentioned. These ‘essay’ customer reviews are being crawled by Google.\u003C\u002Fp>\n\u003Ch3 id=\"feeback\">Feeback\u003C\u002Fh3>\n\u003Cp>Feedback is a self-improvement opportunity, you’ll learn the good, the bad and the ugly.\u003C\u002Fp>\n\u003Cp>Do you need to review your contact strategy? How could you be making friends with your customers, even in the insurance industry?\u003C\u002Fp>\n\u003Cp>Businesses need to show that the customer’s opinion is valued, you could do this through a blog post and create content, too.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>There is no such thing as a review problem…\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>\u003Cstrong>…there is such as thing as a business problem, and this is indicated by 1 or 2-star reviews. \u003C\u002Fstrong>\u003C\u002Fp>\n\u003Ch3 id=\"sales\">Sales\u003C\u002Fh3>\n\u003Cp>When shopping online, the consumer is more likely to go with the most number of high reviews\u003C\u002Fp>\n\u003Cp>\u003Cimg loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3135\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002Ffy0J4t6B-20170524_144912-scaled.jpg?auto=compress%2Cformat&q=90\" alt=\"\" width=\"4032\" height=\"3024\" \u002F>\u003C\u002Fp>\n\u003Ch3 id=\"fake-reviews\">Fake Reviews\u003C\u002Fh3>\n\u003Col>\n\u003Cli>Don’t do it. You’ll lose trust and the business will never recover.\u003C\u002Fli>\n\u003Cli>It is happening but the industry is clamping down.\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>In November 2016, the \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.bbc.co.uk\u002Fnews\u002Ftechnology-38130838\">BBC reported\u003C\u002Fa> that Amazon was imposing on a number of reviews that customers could leave.\u003C\u002Fp>\n\u003Cp>There is also the \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.congress.gov\u002Fbill\u002F114th-congress\u002Fhouse-bill\u002F5111\u002Ftext\">Consumer Review Fairness Act of 2016\u003C\u002Fa>.\u003C\u002Fp>\n\u003Ch3 id=\"ask-for-reviews\">Ask for reviews\u003C\u002Fh3>\n\u003Cp>Ben’s last piece of advice was to ask for, don’t bribe, reviews. Don’t bribe a five-star review – this will lose trust – but do ask customers for reviews.\u003C\u002Fp>\n\u003Cp>Bribing will lose trust, but there’s no harm in reminding customers to leave a review a couple of times!\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n",false,"standard",[10],1,[],[13],135,[15,16,17,18,19,20,21,22],"post-3134","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo",{"page_content_modules":24,"hero":136},[25,91],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"SMX London: Harnessing The Power Of Online Reviews – Ben Roberts",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":34,"specialist_service_links":7,"photo":38},{"ID":39,"id":39,"title":40,"filename":41,"filesize":42,"url":43,"link":44,"alt":34,"author":45,"description":34,"caption":34,"name":46,"status":47,"uploaded_to":42,"date":48,"modified":48,"menu_order":42,"mime_type":49,"type":50,"subtype":51,"icon":52,"width":53,"height":53,"sizes":54},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":55,"thumbnail-width":56,"thumbnail-height":56,"medium":57,"medium-width":58,"medium-height":58,"medium_large":59,"medium_large-width":60,"medium_large-height":60,"large":61,"large-width":62,"large-height":63,"1536x1536":64,"1536x1536-width":65,"1536x1536-height":65,"2048x2048":66,"2048x2048-width":67,"2048x2048-height":67,"post-thumbnail":68,"post-thumbnail-width":69,"post-thumbnail-height":70,"12_col":71,"12_col-width":72,"12_col-height":73,"default_landscape":74,"default_landscape-width":75,"default_landscape-height":76,"default_portrait":77,"default_portrait-width":76,"default_portrait-height":75,"6_col_and_margin_short":78,"6_col_and_margin_short-width":69,"6_col_and_margin_short-height":73,"11_col_and_margin":79,"11_col_and_margin-width":80,"11_col_and_margin-height":73,"9_col_rectangle":81,"9_col_rectangle-width":82,"9_col_rectangle-height":83,"11_col":84,"11_col-width":85,"11_col-height":73,"staff_image_696_600":86,"staff_image_696_600-width":87,"staff_image_696_600-height":76,"rectangular_thumbnail":88,"rectangular_thumbnail-width":89,"rectangular_thumbnail-height":90},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":92,"reduced":27,"top_overlap":93,"bottom_underlap":93,"disable_observer":-1,"heading":94,"cta_text":95,"cta_link":96,"items":97},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[98,112,121],{"type_key":16,"title":99,"excerpt":100,"to":101,"postedAt":102,"readingTime":103,"image":104,"authors":105,"category":109},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[106],{"name":107,"image":108},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":16,"title":113,"excerpt":114,"to":115,"postedAt":116,"readingTime":103,"image":117,"authors":118,"category":120},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[119],{"name":107,"image":108},{"to":110,"name":111},{"type_key":16,"title":122,"excerpt":123,"to":124,"postedAt":125,"readingTime":126,"image":127,"authors":128,"category":135},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[129,132],{"name":130,"image":131},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":133,"image":134},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":110,"name":111},{"type":137,"style":138,"heading":28,"date":4,"updatedAt":139,"reading_minutes":140,"image":141,"imageAlt":28,"categories":142,"collections":321},"blog-post","light","2022-02-07T16:48:37",2,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002Ff3I947vq-050720211625524263_IMG-20170524-WA0008.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[143],{"id":10,"count":144,"description":145,"link":110,"name":111,"slug":146,"taxonomy":147,"parent":42,"meta":148,"acf":149,"head_links":150,"resource_count":151,"yoast_title":152,"yoast_meta":153,"yoast_json_ld":197,"_links":293,"path":110},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[154,156,159,162,165,168,171,173,175,177,180,183,186,189,191,194],{"property":155,"content":152},"title",{"property":157,"content":158},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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