These days, reviews are an incredibly important part of the purchase process for all retail businesses. In fact, according to a recent article, online reviews influence a whopping 93% of consumer purchasing decisions.
Car shoppers increasingly turn to reviews when deciding who they should buy a vehicle from, which is the 4th step in Google’s 5 step consumer car-buying process. At this point, the consumer is a pretty low-funnel, the only remaining step being “Am I getting a good deal?”
Car dealerships have long been trained by both vendors and manufacturers to pay attention to reviews; to respond to and interact with any consumers that leave reviews for their dealership.
Historically, one of the single most important areas on Google is a dealership’s Google My Business page. It is one of the first things to pop up when a consumer searches for a dealership. Too many bad reviews can mean the dealership loses sales without even getting to know about the prospective car shopper. That lead just goes to a competitive dealer whose online reviews makes it appear they will provide a better experience. That is why many dealerships are hyper-sensitive (and rightfully so) about maintaining a positive presence and actively solicit happy customers to leave reviews, especially if a bad review was posted and they need to balance it out.
As of now, a dealership’s Google My Business page typically includes a little information such as overall star-ratings from multiple review sites, along with a few reviews. However, a consumer has to click into the dealership’s Google My Business page to read more.
Well, things are changing – and fast! Google is about to supercharge reviews, making them more important than ever, by allowing consumers to leave comments and reviews RIGHT IN THE SEARCH RESULTS! And not only that, but searchers will be able to up and down vote comments a la Reddit. They can press the up arrow if they think the comment is helpful or insightful. While the down vote option can be used if it appears the poster has bad intentions or is disrespectful.
According to Search Engine Journal, Google is testing this feature right now. Imagine a consumer searching for a dealership name, or even a general search phrase such as “Honda dealership,” and right in the search results they see comments, up and down votes and reviews from other consumers.
Without going to a single review site, a consumer can view and like comments about a dealership, right in the search results. What if a consumer posts, “This dealership sucks!” and others like that comment enough that it is the FIRST thing that appears in search results? At this point, a searcher will probably never click on a dealership’s Google My Business page, and they probably won’t click on the LINK TO THE DEALERSHIP’S PAGE!
It’s even possible that a dealership with poor reviews could WANT their dealership’s listing to NOT show up high in organic searches. God forbid that a prospective car shopper sees other consumer’s negative comments about that dealership right in the search results, without having to visit any review site. Now the dealership has two choices. First, it can clean up its reputation and somehow get consumers to leave positive comments in the search results to counter-balance the negative one. Or, second, try to make their dealership as invisible as possible in search results -- search engine optimization… but in reverse.
Stay tuned my friends, this is all very new, and reviews are going to get even more interesting. Decisions about how to handle those comments that will soon appear in your search results will need to be made. And you should have strategies in place to handle them.
Interesting times are ahead. In this highly-competitive industry it is best to be ready ahead of time, rather than play catch up when it may be too late.