SEO News You Can Use: The Impact of Negative Reviews on Your Google Ranking

Megan Sell
SEO News You Can Use

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A question was posed to Google’s John Mueller about whether or not the search engine decidedly ranks a website lower if its online reputation is subpar. The short answer was no, your rankings are not affected by angry customers leaving bad reviews about your site or business. Now before you sigh with relief, there’s more to this story to understand.

In 2010, an online retailer received a high ranking from Google because there was a large amount of links pointing to their site from disgruntled customers. Of course, this is skewed data and the incorrect positioning of the business on Google’s results page, but this incident brought to light the issues with negative reviews. Google’s response was to introduce a sentiment analysis algorithm that turns negative reviews into negative votes. And so, it’s understandable that most site owners and webmasters believe negative reviews impact rankings. In this discussion, Mueller was asked if the 2010 sentiment analysis algorithm is still in existence. His response: “I don’t know if that specific thing from 2010 is still around. Because things change quite a bit over time.”

He then also added, “… things have changed quite a bit in 10 years. So that specific thing is almost certainly not there in the same way as it was back then. We probably take something similar into account.”

So the question is not really whether negative reviews affect ranking but rather how many negative reviews are needed for your ranking to be affected? Mueller has confirmed that negative online reviews are normal and therefore not a negative ranking factor. You’ll find a similar sentiment shared among online reputation managers. Negative reviews underpin a brand’s authenticity and offer an opportunity for customer engagement and a display of good customer service.

Mueller said, “That’s something where if all of the signals point in that direction, I could imagine that we might pick that up.”

Therefore, it’s safe to say that if your reviews are predominantly negative, Google will flag your site. However, we cannot expect algorithms to behave in a human way, so your negative reviews would need to be extensive for Google to identify a site as abnormal. Algorithms cannot identify bias and cannot identify if a competitor or an untrustworthy source is leaving the review. An algorithm also won’t be able to ascertain the quality of the review or if existing reviews have influenced the newly placed reviews.

While it’s evident your online reputation doesn’t affect your search engine optimization (SEO) strategy directly, it’s crucial to your online success. Nowadays, most consumers turn to online brands, retailers and businesses for their needs. According to Rize Reviews, 97 percent of people read online reviews when choosing a retailer or service provider and 70 percent of them will take action after reading positive reviews. It’d be best to align a strong online reputation management strategy with your SEO strategy so you have a good ranking on Google and a good chance of converting leads into paying customers.

More SEO News You Can Use:

TikTok Received its Walking Papers by President Donald Trump: A presidential executive order officially bans TikTok from America in 45 days. The reason for this is the app automatically collects user data and this allows the Chinese Communist Party access to personal and proprietary information about American users. However, in recent months TikTok has become a great source of traffic for businesses leveraging the reach and engagement of the app. Brands concerned with the loss of this platform and the traffic it drums up are waiting with bated breath about the possibility of Microsoft purchasing the app.

Here’s How to Identify the Reason for Your Ranking Drop: The latest Whiteboard Friday on Moz is all about figuring out the reasons behind your ranking drop. Most search marketers find investigating a ranking drop particularly tedious and difficult to diagnose as there are tons of ranking factors to account for. Kameron Jenkins comes to the rescue with a structured way of diagnosing the issues using a flowchart methodology.

Beat the Competition in Your eCommerce Category: COVID-19 has forced even the most traditional brands and businesses into the online realm. The general public is turning to the internet for just about everything nowadays, making the online marketplace extremely competitive. As an eCommerce business you need to adjust your strategy to ensure your brand retains loyal customers and is the go-to choice of your prospects. Here’s how you beat out your competitors in your eCommerce category according to Jeff Deutsch.

Eliminate Landing Pages and Convert Your YouTube Audience with Lead Form Extensions: Matt Southern reports for Search Engine Journal that Google now allows advertisers to add lead form extensions to YouTube and Discovery campaigns. If a user expresses an interest in an advertisement (by clicking on it), the ad becomes a conversion form that the user can fill out and submit while never leaving the screen they’re on. This is the most direct way of collecting leads as your user no longer needs to leave the page to fill out a separate landing page. Jeep tested lead form extensions on its YouTube campaign and saw a 10X increase in completed leads!

Google’s Martin Splitt Talks Mobile-First Indexing Issues to be Avoided or Fixed: In Google’s latest installment for its Lightning Talks video series, Martin Splitt dives into the most common issues faced by site owners and webmasters preparing for Google’s shift to mobile-first indexing. Splitt advises on how to avoid some common pitfalls and how to rectify recurring issues. While the mobile-first indexing date has shifted from September 2020 to March 2021, it’s important to prepare your site so the impact of this shift is minimal to your traffic and rankings.

Editor’s Note: “SEO News You Can Use” is a weekly blog post posted every Monday morning only on SEOblog.com, rounding up all the top SEO news from around the world. Our goal is to make SEOblog.com a one-stop-shop for everyone looking for SEO news, education and for hiring an SEO expert with our comprehensive SEO agency directory.

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