Google Adds "Reviews from the Web" to Your Local Dealership Search Results

Last week Google added “Reviews from the Web,” giving your reviews from other sources (in addition to Google Reviews) prominent placement in the knowledge panel and in mobile results.

What Google’s “Reviews from the Web” looks Like: Through the 100+ searches we performed internally, it appears that Google randomly chooses to show 1, 2, or 3 reviews (plus Google reviews) and occasionally only shows Google reviews.  The most common views were the 2 or 3 reviews.

Which Automotive Review Sites are Included:  Looks like they rotate through different sites but through our searches we saw Dealer Rater, Cars.com, Facebook, CarGurus, Edmunds.com, and YP.  Facebook, Cars.com, and DealerRater (in that order) appeared to be the most common, comprising 82% of the reviews we saw listed.

Why This Is Important for Your Dealership:  97% of consumers read reviews about local businesses, with 88% of customers trusting online reviews as much as personal recommendations.  Now, more customers can see your reviews (even if they weren’t specifically looking for your online reviews).  Having up to date and positive feedback across the main review sites mentioned above has become even more important than it already was.

What to Do Next:  Check to see your reviews rating for each site.  Choose to focus on one or two review sites that you can improve.

How to Generate More Online Reviews: Get your sales team involved.  Positive endorsements not only help your dealership, they also help individual sales and service advisors mentioned in the reviews.  Generating reviews can easily become a process within your dealership.  Simply make sure the salesperson is asking happy customers to leave a review on the sites you are most focused on.  You can also hand out postcards with instructions and send email reminders if needed.

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April 7, 2017

Kathryn Lemoine

VP, Strategy & Operations

Marketing
Digital
Social / Rep