10 Steps to Help You Turn Client Testimonials Into SEO Wins

Trust underpins our most beneficial relationships.

And in enterprise, simply as in life, this belief is hard-won and extremely invaluable.

Testimonials talk this belief to your potential purchasers as no different phrases can.

They are important to any B2B marketing strategy and may be probably the most trusted supply for informing main buy choices.

Importantly, they’re additionally a goldmine of content and market intelligence that must be a part of your SEO playbook.

Why Are Testimonials Important to Your Business?

The idea of social proof was initially outlined by psychologist Robert Cialdini in his e-book “Influence: The Six Principles of Persuasion.” The work highlights how people look to others for solutions on what they need to assume and do.

Marketers have lengthy acknowledged the significance of testimonials as a type of affect within the shopping for course of.

A complete sub-industry of peer evaluation web sites has emerged to supply and publicize product and repair evaluations.

In the 2020 Crowd Views report, G2 highlighted that whereas 46% of B2B decision-makers use public product evaluation web sites to consider buy choices, 69% use the seller web site as the first supply of knowledge.


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By making testimonials simply accessible on their web site and content material, B2B entrepreneurs are discovering new ways in which evaluations not solely add credibility and knowledge to the client journey but in addition unlock SEO worth.

Why Are Testimonials Important for B2B SEO?

The significance of shopper testimonials for SEO is derived from three interconnected classes: user experience, area authority, and search engine outcomes pages (SERP) rankings.

  • User expertise: Testimonial content material can be utilized on product and resolution pages, touchdown pages, weblog posts, and elsewhere to add invaluable context and social proof.
  • Domain authority: Reviews by way of third-party websites improve your area authority when associated to particular fields and key phrases.
  • SERP rating: Testimonial content material informs your web site efficiency instantly and in addition improves the visibility of your model by way of rankings on third-party websites.

Google’s long-term purpose of rewarding credibility and transparency may be seen in the way it has integrated evaluations into SERPs.

Over the years, a number of Google patents have underlined the significance of shopper evaluations as a credibility level.

In probably the most fundamental sense, as extra individuals evaluation a product, the search phrases for that [product]+[review] turn into extra fashionable inside search engines like google and yahoo, which in flip assist extra individuals uncover them.


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What’s extra, shopper testimonials might also assist with long-tail searches, which permit queries to faucet extra area of interest search time period avenues, not simply the most typical phrases.

As a end result, they might show efficient at harnessing extra different and colloquial language patterns, serving to to goal and cater to ever extra particular shopper bases.

How to Turn Testimonials and Reviews Into SEO Wins

There are many advantages to gathering evaluations and testimonials, however the important thing to having a constructive influence on your corporation is how and the place you employ the content material that has been shared by your purchasers.

Get Out There

There are loads of B2B evaluation websites that present alternatives to create and share testimonials. You must be aggressive in your outreach.

The extra evaluation websites you employ, the extra visibility you create to your model. For B2B entrepreneurs, probably the most related websites embrace:

  • G2: A enterprise software program and repair evaluation platform to assist each consumers and sellers higher navigate {the marketplace}.
  • TrustRadius: A enterprise know-how evaluation web site designed to assist consumers make higher product choices primarily based on consumer evaluations.
  • Google My Business: A worldwide itemizing that helps companies join with potential purchasers throughout the Google ecosystem.
  • Capterra: An on-line market that serves as an middleman between consumers and know-how distributors inside the software program {industry}.

Make certain your corporation is listed on probably the most related evaluation websites. Build on buyer loyalty by asking your prospects to evaluation you – and make it straightforward for them to achieve this.

Link your first evaluation in order that purchasers can see a transparent instance. Give them a template to full, together with key phrases that can present probably the most related authority for your corporation.

Mine Your Reviews

Client-submitted evaluations are an unimaginable useful resource for attention-grabbing insights and language that may inform your content material and keyword strategy.

Take an hour to evaluation your testimonials. You’ll start to see recurring questions and statements. Notice the challenges and the alternatives your purchasers expertise together with your services or products.

Collect that knowledge in a format that makes it straightforward to quantify and analyze. This might be so simple as a spreadsheet or phrase cloud generator. You’ll start to acknowledge patterns that can inform your messaging.

This ought to all turn into a part of your key phrase technique.


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Create Specific Optimized Testimonial Pages

Now that you’ve a transparent imaginative and prescient of the key phrases that matter most to your viewers, group testimonials in accordance to the key ache factors which have arisen out of your analysis.

These keyword-rich pages can turn into cornerstone content material items that hyperlink instantly to your product and resolution pages.

Create Competitive Comparison Pages

Competitive or adversarial queries (e.g., ‘our model vs. competitor’) are ceaselessly employed in the course of the analysis stage of the shopping for course of and have important SEO worth.

Select testimonials wherein your model outperforms your opponents, develop search-optimized pages round related queries, and your model will dominate these search phrases.

Use Your Reviews Wisely

There is not any proper or fallacious approach to select the testimonials you need to current on particular pages of your web site however having a number of guiding rules might help.

Ask your self:

  • Which testimonials align with the message you need to convey to your guests?
  • Who wrote the testimonial? Are they well-known in your {industry}? Do their phrases carry extra weight for any motive? Is it a press evaluation? Can you add their brand?
  • Is the testimonial participating? Does it use relatable, accessible phrases and phrasing?


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Use Your Testimonials to Build Backlinks

Use constructive evaluations as the beginning of a dialogue with your clients. Develop co-marketing content material, reciprocate with a evaluation or testimonial on their web site.

Also, attain out to ‘better of’ {industry} lists and comparability web sites to present them your testimonials and ask them to add you to their reference pages.

Respond to Your Testimonials

This is commonly ignored as a search alternative.

Google sees dialogue between companies and prospects as a sign for belief and model inclusion. According to the Google My Business Support Page:

“Responding to testimonials reveals that you just worth your prospects and the suggestions that they depart about your corporation. High-quality, constructive testimonials out of your prospects will enhance your corporation’s visibility and improve the probability {that a} potential buyer will go to your location.”

Use Schema Review Snippets

If you may have any testimonial or evaluation content material in your web site, including schema markup to these pages (and your related rankings) makes it extra possible that these pages will seem as wealthy outcomes.


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This is especially highly effective when employed on aggressive comparability pages that can present up in search alongside your opponents. Google offers documentation to clarify precisely how to implement Review Snippet markup.

Lead With Branded Keywords

Mention your product class in tandem together with your model identify when writing content material, particularly if this content material will ‘dwell’ on different web sites. This will guarantee robust branding continuity throughout all shared platforms.

Use any additional publicity to promote your corporation, each visually (with logos) in addition to by way of shared content material.

Test and Test Again

Once you may have chosen acceptable evaluations, (*10*) will provide help to dial in on what resonates most together with your viewers. Which evaluations do your purchasers like? Which ones encourage the best conversion fee?


Testimonials are the best reward you may give your consumers. Search engines like Google worth authority and wish to advocate solely probably the most trusted and credible companies. It is customers who profit probably the most from user-generated content material.


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By following the steps laid out above, you possibly can rapidly begin to construct credibility together with SEO worth.

Remember, purchasers discussing your corporation, product, or service by way of shared evaluations and testimonials can have an effect on gross sales greater than every other promotional effort.

By selling the shopper expertise, you’ll create an upturn in visitors, conversions, and finally income.

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