In summary, keep hustling for positive reviews, and in turn you will be rewarded with good standings, traffic and conversions.

At the end of the day though, for those pushing fake reviews, if you can pass the filter and come up with something believable, your rankings can be padded with reviews.

Of course the purpose of my current study isn’t so much to determine if you can still push rankings, but rather to determine if now that reviews are indexed, can we expect reviews to help us even more…? In the way that well optimized web copy does? In theory, I would think so.

That being said getting reviews is hard enough and getting Google to hang on them is equally hard.

One of the issues that the newest iteration of the Google review filter seems to have raised is the way that it evaluates spammy content. They are certainly profiling spammy reviews, modeling them, and “nicking” reviews that have the same attributes as spam. This has lead to an uptick in reports of legit reviews being pulled.

Putting another barrier in front of a customer will to leave a review seems like one more friction point between the ask and the review showing up.

Given these many vagaries and the fact that consumers can smell a bogus review at 200 paces, I think the best tactic is to just keep getting reviews.

Sooner or later the review content will hit on the critical points and most importantly they will be sincere. If they keep coming in, BS if Google throws a few away, It is not such a big deal.

Ultimately the gain with reviews is not really rank provided by reviews but the fact that a business’s customers have stepped up and endorsed them publicly and the credibility that business gets from that.

A compelling review corpus will presell customers, increase traffic and conversions.

1. Yes, I would agree with you there. The more detailed, the better.

2. Reminds me of quality score in Google PPC. I have never seen anything to convince me that this is the case, but I would LOVE to see something. Looking forward to your post Phil!

Appreciate you stopping by Phil : )

Another excellent post! I think the post itself “pushed the boundaries” (in a good way!), kind of as you recommend the reader does with his/her G+L listing.

A couple quick thoughts:

1. I think one *possible* way to navigate between what you’re suggesting and what Mike’s suggesting – that is, “to stuff or not to stuff” – is simply to ask customers to write as much as they humanly can bear in each review. That way, you’re not putting words in anyone’s mouth (not that you were suggesting that), but inevitably they’ll get down to describing your services in really detailed, probably keyword-specific ways. Of course, the upshot of that is people like reading detailed reviews, so it’s going to help click-throughs.

2. Speaking of CTR, that was actually my “secret tip” for Darren’s presentation: to *assume* that Google is counting the CTR to your website for you or against you. And that therefore you should (1) try to make a title tag that’s at least as “catchy” as it is keyword-relevant, and you should (2) get 10 customer reviews ASAP, so that your Zagat rating shows up and stands out in the SERPs. As for why I’m convinced CTR is a ranking factor, I think I’ll need to do a whole post on that

Again, thanks for another awesome post!

Here is an ‘unintentional’ backlink to Barbara’s page https://plus.google.com/103156080483607740278/about?hl=en

Yes, certainly risky business stuffing reviews, and I would never ask any of my clients to do this. Granted, that’s not to say what I am speaking of doesn’t work/help.

Would you say then that post merge, it indeed would be wise to look at your on page copy and make the best of it from an SEO stand point? That is, optimize it for your keywords?

I wonder if like a website, your merged G+ page can suffer from too high Outbound Links (OBL)..?

Thanks for all this input Mike – truly is appreciated.

“Stuffing review content” may not be a sustainable practice for most small business owners. But I am not sure that it is even necessary.

Google will be merging the Google+ local page with the Google+ Business page
During the transition you are limited to the 200 character field size provided in the current dashboard.

But soon the two pages will become one and when they do you can put as much content as you like on the “about” page where the reviews and other local content lies.

To see an example of this visit Barbara Oliver & Co Jewelry G+ Business page.

Her G+ local page merged with her business page under the test Google was doing last month and she can put as much content (oncluding links) as she wishes on the page.

One caveat is that too much content pushes the address and stellar reviews way down the page.