Paid Reviews: Think wisely grasshopper berfore..

Sure, I'm not saying one can't pay for reviews if done correctly but let me enlighten you just a little about something.

See, with the latest Panda stuff what we need to now realize is that Google applying machine learning to its algo.

Once Google starts applying statistical machine learning to examine reviews, (if they haven't already) they'll learn very fast to determine whats real and whats fake. Even if your paid reviews come from accounts as you mentioned before.

Ken,

Its other posters who've mentioned Fiverr not I.

I merely pointed out that I noticed it was Google users and not Fiverr or LBL, or any service provider did I?

My post isn't about ranking maps, its about fake reviews and the folly of paying for them via some services.

Why isn't it about ranking?

Because one does not need reviews to rank a places listing, so then it must be about something else and that's reputation management. Its about creating a perception that says, "Hey! Become our customer because we have tons of great reviews!"

You and I both know that paying for reviews isn't "JUST" about rankings, its also about creating a false perception to users who are trying to make informed decisions about choosing which business to patron. If we think it isn't then we ourselves are fools.

For those of us who know SEO, know Places, of course we know that reviews can have an impact on rankings, but the average business owner most likely does not know this. Yet many business owners do buy reviews for the express purpose of increasing the perception that they have many happy customers. The reason why is quite obvious.

We also know that people will take the time to register on Yelp or Google or wherever to leave a negative review much quicker then they would to leave a positive review. That makes sense and the reason why is because they have a good reason to do so based on their experience with the business they used.

Why aren't just as motivated to leave a good review versus a bad review?

I suspect it has to do with the users experience. Personally I would not be motivated to leave a positive review if my experience was merely one that I expected.

Who's going to take the time to create a Google account or Yelp or an account wherever to leave a positive review about a business who delivered something they are in business for? Not I! But should my experience go beyond that, and blow me away, and make me say, Wow I did not expect this level of service or whatever. Then I am more likely to be just as motivated to praise the business through a review as I would be in order to communicate my negative experience.

This is where I think businesses are missing it.

For example. I give my kids chores to do, things that are their duties to perform each week. In exchange they get an allowance, so they are remunerated for performing their chores.

After completing the chores should they come to me and expect praise or something more then the agreed upon pay they won't get it. They agreed to do the work in exchange for the pay.

Now should they go beyond what I expect without being asked they have exceeded my expectations and are worthy of praise, or extra pay, or maybe an extension on their curfew.

This isn't what most small businesses are doing, they just go through the actions but they aren't finding ways to provide the "extra" that their customers aren't expecting. This is why asking them to create an account somewhere, confirm the the account and then leave review is to much to ask. I wouldn't do it unless my experience was beyond what I expected, would you?

However!

When the business goes above and beyond what is expected they create fans, and fans WILL go and create an account, confirm it, and leave a review if asked.

So the business owners that get it aren't the ones paying for reviews.

Its up to us to show them what they need to do to motivate their customers to leave reviews without bribing them or offering some incentive, that is if we ourselves know. Those who read this, that offer SEO and Places, now you know so you have no excuse. = )

Let me convey an example of going beyond the norm of whats expected out of my own experience as a roofing contractor.

I figured out after some time that one of the MAJOR decisions people were making in choosing a contract was how the contractor handled protecting the property during construction and post construction clean up.

When I realized that this was a major deciding factor I started going the extra mile. I had my guys tarp complete sides of the home and extended the tarps down over landscaping etc. Something none of my direct competitors were doing. After the job was complete it was customary to just sweep or use a blower to clean sidewalks and driveways, so I had my crews carry a power washer. Every job when completed got a power washing of all sidewalks, walkways, and driveway down the the street.

If my guys trampled some of the plants we didn't just give them a credit off their bill, or tell them go buy a replacement plant and give us the receipt and we'll knock that off the bill. No, we found out exactly what type of plant it was, dragged our asses down to the local nursery and bought that plant and then with the home owners help we replaced it for them.

The effect was simply amazing! We completely exceeded our clients expectations and they rewarded us way more then we did them by referring us to every one they knew who needed a new roof. They became fans.

Also...

At first my crews didn't like the idea of having to power wash and do so much tarping but...that had another unexpected result too. When they realized that they were not getting called back to do a second clean up they understood instantly why my change in policy was a great idea. Now the crews started going beyond what was expected as well.

So with all that said, we have moved from fake reviews to exposing why business owners either end up paying for fake reviews or just make the fake reviews themselves.

As another example, Starbucks! People pay insane amounts of money for a Starbucks coffee, but why? Because a major factor in their success is revealed right in their corporate mission statement.

"Develop enthusiastically satisfied customers all of the time"

Every one they hire starting from management down to the barista's must understand and live by this mission statement. It is a huge factor in Starbucks success.

So, if your reading this and your in the Offline business providing SEO and Google Places and your client isn't able to get customers to leave positive reviews then sit down with your client and come up with ideas to go beyond what's expected when a person does business with them.

Many of us here have been involved with online sales and marketing for a while.Moving to the offline world, many of the same principles apply, but it's not always clear how to leverage them.
One thing where most offline shops are really missing the boat is in building a email list.