What Are Syndicated Reviews and Why Are They Important?

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What Are Syndicated Reviews?

Review syndication is when one website feeds out customer reviews to several other review sites, or search platforms, like Google, so the review is posted across multiple networks.


Review syndication is an incredibly effective way to grow your online reputation. Maybe you’ve been focusing on review management, but review syndication will blow your efforts out of the water by exponentially increasing the power of any single customer review.


But what is review syndication, and how exactly does it have such a powerful effect on your online presence? If you’re new to the world of syndicated reviews, keep reading. We’ll explain everything you need to know about what it is, why it’s important, and how to start syndicating your own reviews right away.


What is Review Syndication?

Syndication can take many different forms. Maybe you’ve heard of broadcasting syndication, which is when several different TV or radio stations have the right to air the same programming. Likewise, review syndication is when one website feeds out customer reviews to several other review sites, or search platforms, like Google, so the review is posted across multiple networks. This of course dramatically improves your online visibility, credibility, and traffic. Without review syndication, and being a Google Review Syndication Partner, your reviews have minimal visibility and impact.


As a Google Syndication Partner, Shopper Approved makes it possible for your reviews and star rating to be seen throughout the Google search platform, such as:


   •   Google Product Listing Ads (PLAs)

   •  Google Shopping Network

   •  Google AdWords (PPC ads)

   •  Organic search results 

   •  Google My Business (GMB) 

   •  3rd party review sites 

   •  Your own website  


The syndication process can be automated so the reviews go out to sites like Google and Facebook at the same time. Review syndication takes place when one review site partners with another site with a goal of reaching greater audiences. For example, Shopper Approved is one of the few Review Syndication Partners with Google.


How Can Review Syndication Help Your Business?

As you can see, review syndication is beneficial because it allows you to get exposure across several different review sites at once. Let’s say one of your potential customers always goes to Google to read reviews, while the other customer heads to Home Advisor to do their research.


If you use review syndication to send all of your customer reviews to both platforms, those customers will both be able to learn about your business and potentially shop from your brand after reading those reviews. More people will learn about your business and your brand will grow, without having to increase the energy you’re already spending on review management.


Who Syndicates Reviews?

Many of the top review sites use review syndication to broaden their reach. For example, reviews from Google My Business automatically showcase reviews from Zagat. This helps customers make a more informed decision before they make a purchase, and it helps businesses get greater exposure than they would otherwise get if the reviews were isolated to one review site.


Some businesses also use apps or third-party software to syndicate reviews. These tools get alerts when a customer writes a review, and then they send those reviews out for posting on partner sites like Citysearch, YellowBot, and Facebook.


What Happens Once You Have Syndicated Reviews?

Once your reviews are syndicated, you’ll want to make sure you’re aware of any interaction taking place on the sites where the reviews are posted. Another customer might comment on the review, edit the review, or ask a question about your business. Make sure you’re quick to respond to those interactions. Respond to both positive and negative reviews, and try to resolve any concerns that come up. After that, you can sit back and enjoy the benefits of increased brand exposure! 


Will Negative Syndicated Reviews Hurt Your Business?

Some businesses strive for 100% positive reviews and will stop at nothing to delete reviews with any negative content. In reality, even the best businesses will have some negative reviews. No business is perfect, and negative reviews are a reflection of that fact. Luckily, most customers understand that and will be more suspicious of the businesses that lack any negative reviews.


According to a 2013 Revoo study, 95% of consumers get suspicious of fake reviews if there are no bad scores. In fact, must have some bad reviews in order to be credible. What the consumer really wants to see, is how quickly and thoroughly you resolved the customer complaint, and how you handled the situation with professionalism and courtesy. This acts as an insurance policy for consumers. When they see that you are conscientious enough to recognize an unhappy customer, and fix their situation, they actually have more confidence in you. 


You can even turn negative reviews into a good thing for your company by showing other customers how well you handle the feedback. Validate the customer, apologize for the situation, and try to make it right whenever possible.


Learn More Today

If you’re interested in starting review syndication for your business, Shopper Approved can help. We’ll help amplify your reach with our easy-to-use review software. Our automated service can be totally customized to the needs of your business. Learn why we’re the best in the industry by getting in touch today. We’re eager to show you what we can do to help your company grow by enhancing your online reputation.

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by DJ Sprague


Duane "DJ" Sprague is a member of the Forbes Communications Council, a contributor to several marketing textbooks, a past marketing columnist for the retail automotive industry, a national speaker, and holds a master's degree in Integrated Marketing.

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