What this suggests is that what matters more to search engines is user-experience. Therefore, like Leverage Marketing says, “Google sees that (online reviews) as a kind of endorsement of trust, and rewards you with better visibility.”
Online reviews will help you close more sales
According to a study from iPerceptions, 63% of customers are more likely to purchase from a site that has user reviews. Most customers have some type of concern when it comes to making a purchase, and one of the best ways to immediately address the most common concerns your possible customers might have is to leverage the review of a customer that’s had a similar experience.
Let’s say that you know a large portion of the guests to your site are stressed over how you’ll manage an unexpected problem after payment, you could include a review from a customer who was impressed by your customer service.
This way, any visitor who's worried about customer service can feel that you're ready on the off chance that anything goes wrong, making them significantly more likely to follow through with their purchase.
Online reviews are a critical source of feedback for your business
You can learn more about your business or services from reviews that your customer leaves. For example, you’ll gain insights into what people like or dislike about your business and what they focus the most on when making a purchase.
Whatever you do with the reviews is altogether up to you. You can decide to ignore the feedback, though that isn’t recommended. Or you can use your feedback to make your business even better. The best part about reviews is that the criticism you get can help you fix little issues before they become serious.
Five success stories of SMEs leveraging online reviews