The need for reviews in today’s online world is multi-faceted and can provide many benefits. Much like word of mouth helped facilitate awareness of quality brands in years past (and still does, for what it’s worth), online reviews can help individuals who are not familiar with your brand’s track record learn more about you. The need for reviews isn’t up for debate, but that doesn’t mean that many people don’t understand some of the more nuanced elements behind why they are needed, what they can provide, how they affect visibility and much more. As such, we’ve put together a list of three important review-based attributes to keep in mind when trying to build your brand’s awareness through them.

You Need Up-to-Date Reviews

While in some aspects reviews can be a numbers game, it is not merely one of collecting a set amount and then giving up on the pursuit. Search engines assess review amounts to determine how popular your brand is with users and how many of them find it satisfactory, but they also use it to determine how relevant your business or brand is in today’s world. Brands – whether they be internet-based or brick and mortar – must continue to earn reviews on a recurring basis in order to demonstrate to search engines that they are still in business. Some businesses that only have one review from one or two years ago will inevitably rank lower in search as a result of their lack of up-to-date reviews. Be sure that users are pinging search engines with their thoughts on a regular basis!

Negative Reviews Build Credibility

We’ve all been to at least one website where a “review” platform appears off to the side or on each product page. Magically, every single product seems to have five stars – incredible in a world where no one can be perfectly satisfied! These fake review widgets and platforms make people sceptical about the number and overall ranking of reviews for a brand. Negative reviews may seem like a frightening concept, but they can be beneficial when you have a product or service that the vast majority of people enjoy. The occasional negative review on your website or via major review portals will show shoppers and users that your brand is real, that unfiltered criticism about it is available, and will provide users with information about any potential problems upfront.

You Have to Ask for (Positive) Reviews

If you have been soliciting reviews for a long time now, then you already know that it can be difficult to convince very satisfied customers to let the world know. The percentage of people who are upset and who will leave a review is much higher than those who will do so when happy, so you must strive in every way possible to convince everyday shoppers to engage with your brand in this regard. From follow-up emails that link individuals to review portals and ask for their input, to incentive-based options that encourage them to do it in exchange for benefit, creativity and persistence are both required in order to maximize the number of positive reviews received.