Moz Releases New SEO Industry Report to Empower Local Businesses

Demystifying the Impact of Local Business Reviews on Consumer Behavior

SEATTLE, November 17, 2022 – Moz, Inc., the leader in search engine optimization technology, launches The Impact of Local Business Reviews on Consumer Behavior, SEO Industry Report. Moz uncovers why customers read and write reviews so business owners can strengthen their online reputation and provides new knowledge and insights to improve customer confidence, strengthen brand trust, and build a better reputation online.

Whether a business has a single location or multiple outlets, neglect of online local business listings can disseminate incorrect information and result in negative reviews from inconvenienced customers. According to a survey conducted by Moz, 52% of respondents say they will leave negative reviews for a business based on encountering false or incorrect online information. Many local businesses have been successful in mitigating this problem by implementing location data management, ensuring that their company’s phone number, address, and store hours stay up-to-date online.

“Many business owners and marketers don’t have the time, resources, or starting point to formulate a review management system,” said Brittani Dinsmore, Moz’s SVP of Brand and Business Strategy. “This report shines a light on the impact of local business reviews on consumer buying decisions and provides the most effective tactics for local business owners to obtain positive reviews, manage negative reviews, and improve their brand’s online reputation.”

The report encourages local businesses to manage reviews actively and respond to comments with misinformation or negative feedback to improve overall customer sentiment. Owner responses are not just expected but are an opportunity to win back consumer trust, with 63% of review writers willing to amend a review or low-star rating if their issue gets resolved.

"We have definitely seen this trend with our clients. Lots of them deal with negative reviews by personally contacting the person and trying to resolve their issue,” says Joy Hawkins, local SEO expert, and Owner of LocalU and SterlingSky. “In my experience, it's actually the most successful tactic for getting rid of a negative review."

Local businesses can secure reviews from customers with the right strategy. Local business reviews play a crucial role in a brand’s credibility. Thirty-three percent of participants view online reviews as the number one signal of trustworthiness. 70% of participants will read five to 20 positive reviews before pursuing a purchase. Creating and maintaining a positive relationship with customers will not only help boost the confidence of current and potential customers to leave reviews but will also strengthen the business's online reputation.

Striving to optimize their online presence, local business owners should often reevaluate the accuracy of their online information and frequently engage with customers. Local business owners need to resolve customer concerns to create relationships and establish brand loyalty.

This report surfaces actionable and data-driven takeaways that local business owners and marketers can leverage to drive their businesses forward. Local business owners and agencies can learn more about improving their reputation management strategy by reading the report.

About Moz

Moz, a Ziff Davis company, is an authority in online search with powerful SEO and Local Search platforms to help marketers improve the position of their brands, business locations and competitive rank in search results. Moz's platforms are powered by world-class quality data, both robust and fresh enough to serve as the foundation upon which critical business decisions are made. For both large enterprises looking to gain an edge in the increasingly complex and ever-changing world of search or an agency seeking an SEO platform to accelerate client growth, Moz has a solution. Check it out at moz.com.

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