July 16

The Weekly Briefing: Customer Reviews Enter Google’s Knowledge Graph

SEO copywriter Jared Townsend talked about review snippets showing up in Google searches …

Search Engine Land reported that Google has started using “product card units” to show star-reviews and customer comments regarding certain products in search results. However, the source of these snippets is difficult to pinpoint, as Google collects reviews from many sites and stores without providing authorship information. These snippets are paid ads that show up in organic search results and act similarly to PPC ads. If you click on one of the reviews, there is a cost-per-click charge and another way for Google to profits from advertisements.

SEM specialist Andrew Vanderiet shared a guide for local businesses with multiple brick and mortar stores …

A recent article from Search Engine Land addressed the common issue of local SEO for a business with multiple locations. Search queries that include the phrase “near me” have increased nearly 34% over the past year, and if you have multiple business locations, you don’t want to miss out on a single one of these leads. In order to get all of your locations to rank in search, there are a few elements that need to be examined. First of all, if your website does not have discoverable location pages with accurate and sufficient content for each location, your locations will probably not rank equally. Name, address, and phone number (NAP) consistency between listings and your Google My Business account is also important. Keeping all your business information and content up-to-date and locally focused is critical to achieving good rankings for multiple locations. Finally, just like product reviews, business reviews have started showing up in Google Knowledge Graphs and organic search results, so keep an eye on your business review pages.

SEM specialist Reed Langton-Yanowitz changed up the discussion with a Bing article …

In a recent article from Search Engine Watch, it was revealed that Bing has been successfully collecting more user data to improve their advertising services. The results showed that there is a relatively even split between male and female users (49% and 51%, respectively), and that 41% of Bing Ads audiences are between the ages of 35 and 54. New demographic targeting features in the Bing Ads dashboard could significantly alter the market share for online advertising spending. Marketers should start looking into Bing advertising as a new – and different – audience than Google.