Découvrez les dernières tendances pour renforcer votre présence en ligne et gérer votre réputation. Tirez profit de vos avis avec nos cas clients, nos analyses de données clients, nos webinaires et vidéos.

Blog Trustpilot - exploitez vos avis au maximum

Reviews - Get Seen in Search

SEO Brand image

Trustpilot Rich Snippets Guide

 Découvrez comment les Rich Snippets peuvent booster votre SEO grâce à quelques astuces très simples à mettre en place.

Oui, construire un bon référencement naturel demande des efforts (et les sites web qui l’ont compris prennent une longueur d’avance sur leurs concurrents), mais il existe des outils pour améliorer très facilement le trafic organique de votre site web.

Plutôt méconnus, les Rich Snippets constituent une excellente stratégie pour véritablement booster les résultats de votre entreprise dans les recherches organiques. Et cerise sur le gâteau : vous pouvez facilement mettre en place ce qu’il vous faut pour les obtenir. Si vous êtes un marketeur qui cherche des résultats rapides et efficaces, cet article est fait pour vous.

## En quoi consistent les Rich Snippets ?

Les Rich Snippets désignent tout simplement les notes en étoile que vous voyez parfois s’afficher sous vos résultats de recherche organiques.

D’après le [site de Google pour les développeurs](https://developers.google.com/search/docs/advanced/structured-data/review-snippet?hl=fr), un Rich Snippet est un court extrait d’avis ou de note provenant d’un site d’avis de confiance. Il s’affiche généralement sous la forme d’une moyenne des notes agrégées laissées par un grand nombre d’auteurs d’avis.

En trouvant des [données structurées](https://developers.google.com/search/docs/advanced/structured-data/intro-structured-data?hl=fr) dans les avis ou les notes de votre site web, Google peut afficher le contenu de votre site en tant que [résultat enrichi](https://search.google.com/test/rich-results?hl=fr), ce qui améliore votre classement dans les résultats organiques et augmente considérablement votre trafic.

Voici un exemple de Rich Snippet :


Les pages produits d’IslandSurf.com s’affichent en tant que Rich Snippet dans les recherches organiques

Islandsurf.com's product pages show up as rich snippet results in organic search

Islandsurf.com rich snippets

Islandsurf.com rich snippets FR

Afficher sa note en étoile et le nombre d’avis collectés de façon visible dans les résultats de recherche permet à [IslandSurf.com](https://www.islandersoutfitter.com/) d’attirer des prospects plus rapidement : un clin d'œil suffit aux internautes pour vérifier la [réputation de la marque](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator) !

Avant même de cliquer sur le lien, les acheteurs savent que la note de l’entreprise est excellente et qu’ils peuvent donc lui faire confiance pour leurs achats. Cela leur permet de savoir à quoi s’attendre et les incite à cliquer sur ce résultat.

Des études ont montré qu’afficher des Rich Snippets dans les résultats de recherche peut [augmenter le trafic organique entre 20 et 30 %](https://www.perficient.com/insights/research-hub/featured-snippets-guide) et [accroître le chiffre d’affaires qui en découle de 677 %](https://searchengineland.com/seo-featured-snippets-leads-big-gains-236212) (articles en anglais).

Maintenant que vous connaissez l’importance de ces résultats enrichis, passons à la question suivante.

## Comment obtenir des Rich Snippets sur mes pages produits lors de recherches organiques ?

On a tendance à associer les étoiles des résultats de recherche aux annonces payantes. Mais rares sont ceux qui savent que collecter des avis produits peut les aider à obtenir des Rich Snippets dans les résultats de recherche organiques.

Lorsque vous commencez à collecter des [avis produits](https://fr.business.trustpilot.com/features/product-reviews) et à les mettre en avant grâce à un widget pour les avis comportant des données structurées valables, Google doit explorer vos pages produits une nouvelle fois.

En fonction du nombre de produits que vous vendez sur votre site, il peut être judicieux de demander à Google de commencer par explorer vos produits les plus populaires. Voici comment faire :

- Connectez-vous à votre compte Google Search Console et sélectionnez votre site web. Dans le champ __Inspecter n’importe quelle URL de “votre site web”__, entrez l’URL de la page contenant votre TrustBox.
- Une fois les données de l’URL récupérées, cliquez sur __Demander une indexation__. Répétez l’opération pour toutes les URL contenant la même TrustBox.


L’outil d’inspection d’URL de Google

URL inspector

URL Inspector FR

Si le message d’erreur « Cette URL n’est pas sur Google » s’affiche, cliquez sur le bouton __Tester l’URL en direct__ pour comprendre pourquoi Google n’est pas en mesure d’explorer votre page.

Une fois terminée l’indexation de vos pages par Google, vos extraits d’avis commenceront à apparaître dans les résultats de recherche.

Nous vous conseillons d’ailleurs cet [excellent outil](https://support.google.com/webmasters/answer/9012289?hl=fr) pour tester vos URL et gérer vos résultats.

## Boostez votre trafic organique en exploitant les Rich Snippets

Une fois que vous vous serez qualifiés pour les Rich Snippets, [Google Search Console](https://searchengineland.com/google-search-console-adds-review-snippets-performance-enhancement-and-testing-reports-328925) vous donnera accès à d’excellents outils pour comprendre les performances de vos pages et résoudre tout problème sur celles dont les avis ne s’affichent pas encore dans les résultats de recherche (article en anglais).

Rapport Google sur l’amélioration des extraits d’avis

Review snippet enhancement report 

Review snippet enhancement report FR

Le [Review Snippet Enhancement Report](https://developers.google.com/search/blog/2020/02/review-snippets#:~:text=it%20to%20production.-,Review%20snippet%20Enhancement%20report,markup%20implemented%20on%20your%20site.) (rapport sur l’amélioration des extraits d’avis) vous donne accès aux erreurs, avertissements et pages valables pour les balises intégrées à votre site. Cet outil performant vous permet non seulement d’identifier les erreurs existantes, mais aussi de les résoudre pour profiter pleinement des Review Snippets sur chacune de vos pages qui peuvent les obtenir.


Le rapport sur les performances des extraits d’avis

Review snippets performance report 

Review snippets performance report FR

Vous pouvez aussi découvrir les performances détaillées de vos Rich Snippets dans le [rapport sur les performances](https://support.google.com/webmasters/answer/7576553?hl=fr) sur Google Search Console, notamment le nombre d’impressions, le nombre de clics, le taux de clics, et bien d’autres métriques et paramètres de votre site.

## Prêts à obtenir des Rich Snippets dans les résultats de recherche ?

Pour tirer le meilleur des Rich Snippets, commencez par choisir une plateforme d’avis produits fiable qui comprend des données structurées valables. C’est très simple : grâce à nos [TrustBoxs](https://fr.business.trustpilot.com/features/trustbox-widgets) (widgets pour les avis) et nos [intégrations e-commerce](https://fr.business.trustpilot.com/partners/type/apps), vous pouvez rendre les données de vos avis produits accessibles aux moteurs de recherche en quelques clics.

Si les statistiques de vos avis respectent les [consignes de Google](https://developers.google.com/search/docs/data-types/review-snippet?hl=fr), vos pages produits commenceront bientôt à s’afficher avec des notes en étoile dans les résultats de recherche.

Vous voulez aller plus loin ? Ne manquez pas notre [guide marketing complet sur les avis clients](https://fr.business.trustpilot.com/guides-reports/build-trusted-brand/avis-clients-le-guide-marketing-complet-2021) (mis à jour en 2021) pour découvrir encore plus de conseils permettant d’améliorer les performances de votre recherche organique grâce aux avis clients.

### Quelques liens utiles

* [ Outil de test des données structurées de Google](https://developers.google.com/search/docs/advanced/structured-data?hl=fr)
* [Extraits d’avis - FAQ](https://developers.google.com/search/docs/advanced/structured-data/review-snippet?hl=fr)
* [Conditions d’utilisation pour les auteurs d’avis](https://support.trustpilot.com/hc/fr/articles/201748526-Introduction-aux-conditions-d-utilisation-pour-les-auteurs-d-avis)
* [Comment bien utiliser la balise schema en accord avec les consignes de Google ](https://searchengineland.com/spammy-structured-markup-penalty-recovery-use-schema-markup-caution-223289)(article en anglais)
* [Google supprime les extraits d’avis produits des résultats de recherche des compagnies aériennes](https://searchengineland.com/google-drops-price-rich-snippets-airline-pricing-web-sites-248737) (article en anglais)


Comment améliorer votre SEO grâce aux Rich Snippets

How to calculate Google Seller Ratings effect on Adwords CTR

How to calculate Google Seller Ratings effect on Google ads CTR

La popularité des entreprises de tous les secteurs se reflète dans les étoiles GSR qui apparaissent sous les annonces Google. Dans cet article, vous apprendrez à calculer l'impact des GSR sur votre taux de clics.

But how can you calculate the value of Google Seller Ratings?

The Google extension __can [boost your text ads’ click-through rate](https://instapage.com/blog/google-seller-ratings) by up to 10%__, which can make a big difference to any company battling with their competitors on Google ads.

For an optimized Google Ads campaign running with a decent budget, just increasing the CTR by 1% can generate a lot of money in additional revenue, and can also lead to significant savings when Google’s bill comes around.

In this article, Søren Sieg Jensen, Partner and CTO at Cykelpartner, will explain how to calculate the effect of Google Seller Ratings on Gooogle ads click-through rates. Additionally, if you'd like to learn more about how Cykelpartner used Trustpilot to reduce their CPA in Google ads, [check out their success story here.](https://business.trustpilot.com/customer-stories/health-sport/cykelpartner-reduces-google-ads-cpa-by-11-percent-with-trustpilot-reviews)

## So, what are Google Seller Ratings?

Google Seller Ratings (GSRs) is an automated Google Ads extension that was created to demonstrate that other people trust your business and have had a positive experience with you. It’s an essential component to any business that values an online search presence and has been known to improve performance.

Trustpilot for Google Seller Ratings

Google Seller Ratings Example 

Google Seller Ratings are displayed in text ads in Google ads, Search Network campaigns, and on Shopping Ads in Google Shopping.

[Find out more about Google Seller Ratings here](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions).

## How effective can Google Seller Ratings be for your company?

A 10% increase in CTR is quite the increase, so the question is: can you achieve a whopping 10% CTR increase too? And how can you track it? What results can you expect to get?

We worked with Søren from Danish Cykelpartner.dk to calculate and track the impact of GSRs on Google ads.

In this practical how-to-guide, we'll show you how to calculate the impact of Google Seller Ratings on your Google ads' performance.

## 1. Ensure you have Google Seller Ratings

If you acquire Google Seller Ratings, reviews will show when you insert your domain address (no www.) below:

https://www.google.com/shopping/seller?q=YOURDOMAIN.COM

Please note: This page will be blank until you qualify for Seller Ratings.

If you're unsure how to acquire Seller Ratings, [you might find this article helpful](https://uk.business.trustpilot.com/reviews/get-seen-in-search/google-new-seller-ratings-threshold-100).

## 2. Select a campaign in Google ads

Billede-1

Campaign in Google Ads

Billede-2

Ads extensions in Google ads

## 4. Click on “Automated extensions” and look for “Seller Ratings”

Click “View: Automated extensions report” and look for “Seller Ratings”

Billede-3

Automated extensions in Google ads

Not all campaigns will have Seller Ratings. If you can’t find it in a campaign, please try and check another.

## 5. Data clean up: Separate ads with and without Seller Ratings

The overall campaign data contains a mix of data from ads with and without Seller Ratings, so you should use a spreadsheet to calculate any difference there might be between the two types of ads.

We provided a free template for you to use to calculate your GSR performance:

- [Excel file (download)](https://assets.ctfassets.net/b7g9mrbfayuu/f6vqc8BqScQaEIwqCa6KK/5a6f58b12bc33d5b9e6da977eff88e43/Trustpilot___Cykelpartner_-_How_to_calculate_Google_Seller_Ratings_affect_on_Adwords_ads__1_.xlsx)

Place the data from your “Total – all ad groups” into the top row:

Separate ads with and without Seller Ratings

Data from total ad groups

Insert the “Seller Ratings” data into the Seller Ratings row.

Type the “Seller Ratings” data into the Seller Ratings row

Billede-5

Seller rating data 

Once these steps are completed, your spreadsheet will automatically calculate the performance of ads without Google Seller Ratings, the difference between the ads with and without Seller Ratings, and ultimately, the impact of Google Seller Ratings on your ads.

Please note: Our spreadsheet and how Google ads calculates CTR, CPC, Conversion Rate and CPA can differ slightly as the tools use different amounts of decimals when making the calculations. So please expect minor discrepancies when comparing your spreadsheet's results to the Google ads numbers.

## 6. First results

download (7)

The results

This Cykelpartner.dk campaign saw their click-through rate decrease by 4.45%, and their CPC increase by 7.04%. 

However, more importantly, their conversion rate jumped a massive 34.66%, resulting in a substantial overall 20.51% decrease in cost per conversion/acquisition (CPA) on the ads with Google Seller Ratings.

Ultimately Google Seller Ratings provided Cykelpartner.dk an average 11.42% decrease in CPA, which saved them more than €40.000/yearly. However, please note that every company's experience will be different.

## 7. Calculate your Google Ads performance

We strongly recommend entering data from five different campaigns to get an average which can be used to calculate the impact of your Google ads based on your yearly spend for that channel.

The spreadsheet should automatically calculate this if you input your yearly Google ads spend in the bottom of the spreadsheet.

Please note: If you see a positive number, it means that Google Seller Ratings are saving you money. If you see a negative number, then it means that the extension is costing you money.

## Accounting for differences in campaign results

Cykelpartner.dk saves +€40.000/yearly with Google Seller Ratings. But what if you have different results, or worse, negative results? 

Here are a few tips to ensure you’re tracking everything correctly:

- Have you looked across a representative number of campaigns for your account? For some, five campaigns is not enough as results can vary greatly and some might have a negative impact, but overall, it should be positive.
- Know your competitive environment. Do your competitors have better Seller Ratings and/or more reviews than you?
- Did your average ad position drop on ads with Seller Ratings? This can, of course, affect the ad performance.

## Making the most of Google Seller Ratings

Consumers have an abundance of choice today and this requires quick decision-making and adapting to a new consumer environment for businesses. If your competitors have better Google Seller Ratings or more reviews than you, they might be beating you to the sale. If that’s the case, the way to get ahead and get more reviews and a better rating is by improving your review collection, as well as your overall service.

Most businesses have an abundance of happy customers, but don’t proactively invite them to leave reviews. Collecting customer feedback through a Google Seller Rating [qualified review platform](https://uk.business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software) can make a huge difference.

Proactive collection will lead to a higher quantity of reviews. It also offers a better representation of your company. Remember, an unhappy customer will always find a way to make their voice heard, so it’s up to you to make sure you’re giving your happy customers a platform to share their experiences as well.

Reviews aren’t only beneficial for your potential customers – many of our clients have realized that reviews power benefits like Google Seller Ratings, which can accelerate click-through rates, conversions, and revenue. 

Reviews can also be used to improve traffic, on-page conversions, and build trust in all of your marketing campaigns. Google Seller Ratings are just the beginning!

To find out more about the power of reviews, check out Trustpilot's Complete Guide below.

Impact of GSRs on click-through rate

Comment calculer l'impact des Google Seller Ratings sur votre taux de clics

product reviews and photos trustpilot launch

Nous avons regroupé les cinq raisons principales pour lesquelles vous devriez envisager de collecter des avis pour chacun de vos produits.

Chiffres updated avis produits

Intro stats efficacité avis produits

Les avis produits sont particulièrement utiles quand ils incluent du contenu généré par les utilisateurs provenant de vrais clients. C’est pourquoi nous sommes heureux que notre fonctionnalité [Avis produits](https://business.trustpilot.com/features/product-reviews) permette aux consommateurs de générer ce type de contenu. Nous avons regroupé les cinq raisons principales pour lesquelles vous devriez envisager de collecter des avis pour chacun de vos produits.

## 1. Les avis produits augmentent les ventes et la valeur moyenne des commandes

Étant donné que [89 % des consommateurs consultent des avis en ligne avant de passer à l’achat](https://business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews), il est essentiel pour les entreprises de collecter des avis à propos de leur service. Mais pour beaucoup d’entreprises vendant des produits, les avis marchands ne sont pas toujours suffisants. Il est important que les consommateurs puissent lire des avis sur votre entreprise, mais en fonction des types de produits que vous offrez, les visiteurs auront sûrement besoin de plus d’informations. Vous proposez une large gamme de produits ? Si c’est le cas, un avis écrit par un client qui a acheté un sèche-cheveux n’est pas forcément pertinent pour celui qui cherche un shampoing.

AnnSummers Product Reviews on page example

Et si vous vendez des habits, les consommateurs auront sûrement des demandes particulières sur des critères comme la qualité et la coupe. C’est pourquoi les avis spécifiques à chaque produit sont essentiels. Même les clients ayant déjà fait affaire avec vous auront besoin d’être rassurés s’ils veulent acheter un nouvel article. En affichant des avis pour tous vos produits, vous boostez la confiance des consommateurs et vous renforcez la crédibilité de votre marque.

Mais quel est l’impact réel des avis produits ? Le marchand multinational britannique, Ann Summers, a remarqué [une augmentation de 76 % de son taux de conversion](https://business.trustpilot.com/customer-stories/get-seen-in-search/ann-summers-uses-product-reviews-to-increase-sales-up-to-230) en passant de zéro avis à un avis noté 1 étoile. Les avis produits ayant obtenu une note plus élevée ont généré des taux de conversion encore plus hauts. Dans l'ensemble, la boutique en ligne d’Ann Summers a enregistré une augmentation de 230 % de ses conversions en exploitant les avis produits tout au long du parcours client.


Conversion increase

Conversion increase graph

Dans un de nos autres cas client, le magasin de jouets danois Legeakademiet a remarqué [une hausse de ses revenus de 4,43 %](https://uk.business.trustpilot.com/customer-stories/training-education/how-product-reviews-increased-legeakademiet-revenue) après avoir commencé à afficher des avis produits sur son site web. Cela représente plus de 200 000 euros de profit supplémentaire pour l’entreprise. C’est très impressionnant, d’autant que seulement 20 % de ses produits affichaient des avis produits quand le split-test a été mené.

quote2

Legeakademiet.dk Client Lead chez S360

## 2. Les avis produits fournissent du contenu généré par les utilisateurs

Le [contenu généré par les utilisateurs](https://blog.hootsuite.com/user-generated-content-ugc/) (UGC en anglais) est le contenu qui est créé par les consommateurs, au lieu des marques. De nos jours, les consommateurs sont [inondés de messages promotionnels](https://business.trustpilot.com/guides-reports/learn-from-customers/trustworthiness-in-advertising-what-consumers-have-to-say) et l’éventail de choix ne fait que s’élargir. L’UGC est particulièrement utile pour construire ce que l’on nomme la preuve sociale : c’est le principe selon lequel un individu va adopter le comportement des autres. La preuve sociale tend à créer un sentiment de besoin, à engendrer la crainte de rater quelque chose (FOMO : Fear Of Missing Out) chez vos visiteurs quand ils voient que d’autres clients ont aimé vos produits.

Il existe de nombreuses études témoignant du pouvoir le l’UGC. Les consommateurs ont [2 fois plus tendance](https://www.businesswire.com/news/home/20190220005302/en/Stackla-Survey-Reveals-Disconnect-Content-Consumers-Marketers) à dire que l’UGC est plus authentique que le contenu promotionnel. L’affichage des avis clients sur un site web peut [augmenter les conversions de 74 %](https://www.3dcart.com/ecommerce-university/why-your-eCommerce-store-needs-user-generated-content.html). Et 92 % des consommateurs [accordent davantage leur confiance au bouche-à-oreille](https://blog.zoominfo.com/user-generated-content/) qu’à n’importe quel type de publicité.

Mais quand il s'agit des avis produits, l’UGC peut s’avérer encore plus puissant s’il inclut des images. Avec toutes les incertitudes qu’engendre un achat en ligne, les consommateurs se demandent si un produit ne sera pas complètement différent des photos promotionnelles affichées par les commerçants. Or quand les clients ajoutent des photos à leurs avis produits, cela renforce la confiance des nouveaux visiteurs car ils peuvent savoir à quoi s’attendre s’ils commandent le même produit.

La fonctionnalité de Trustpilot permettant aux clients d’[ajouter des photos à leurs avis produits](https://business.trustpilot.com/features/product-reviews) a pour objectif de collecter et d'afficher très facilement ces photos prises par les utilisateurs avec vos avis produits.


product reviews photo feature full release

Les photos de vos produits prises par les utilisateurs peuvent aussi être utilisées pour créer des publicités sur les réseaux sociaux (exemple ci-dessous). Comme le souligne Simona, ces images sont efficaces pour créer ce sentiment essentiel de transparence entre vos produits et vos clients.

Digital Marketing Manager chez houseofbaukjen.com

houseofbaukjen.com customer example

## 3. Les avis produits améliorent votre SEO 

Le SEO est un défi particulièrement important pour les sites e-commerce. Avec un grand nombre de pages de produits différentes (et des fluctuations constantes compte tenu des nouveaux produits ajoutés ou retirés régulièrement), il peut sembler bien plus difficile d’optimiser le SEO pour les sites e-commerce que pour ceux qui proposent des services.

Les avis produits aident principalement le SEO de votre site en l’alimentant continuellement de nouveau contenu, [ce qui plaît beaucoup à Google](https://business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019). Certains avis produits peuvent être très détaillés, et cela va contribuer à étendre la portée de la recherche et vous aider à vous [classer pour des mots-clés de plus longue traîne](https://moz.com/blog/long-tail-seo-target-low-volume-keywords-whiteboard-friday). 

product reviews example

Le SEO est aussi influencé par le temps que les gens passent sur votre site. Environ [70 % des consommateurs](https://neilpatel.com/blog/seo-errors-ecommerce-websites/) qui arrivent sur un site e-commerce sont à la recherche d’avis produits. Si vous n’en affichez pas, un large pourcentage de visiteurs va rapidement quitter votre site. Cela pourrait en affecter les métriques, comme le taux de rebond et le temps consacré à votre site, [susceptibles d’avoir un impact négatif sur votre SEO](https://www.searchenginejournal.com/why-search-rankings-traffic-drop/264617/#close). Cela signifie aussi que vous passez à côté d’un grand nombre de clients potentiels.

De plus, en fonction de la manière dont vous les exploitez, les avis produits peuvent aussi vous aider à afficher votre note en étoile dans les résultats de recherche avec les [extraits d'avis](https://business.trustpilot.com/reviews/browsers-to-buyers/how-to-boost-your-seo-with-trustpilots-seo-product-review-trustbox). Ces petites étoiles dorées permettent à votre page de se démarquer sur les pages de résultats de recherches (SERPs). Certains clients de Trustpilot ont pu remarquer une [augmentation allant jusqu’à 35 % de leur taux de clics](https://support.trustpilot.com/hc/en-us/articles/203925668-SEO-Benefits-of-Product-Reviews) grâce à leurs étoiles dorées.

rich snippets and product reviews example

review snippets and product reviews example

Lorsque vous implémentez votre solution d'avis produits, il vous suffit d’installer une seule fois le nouveau contenu et les extraits d'avis. C’est un excellent moyen d’automatiser certains de vos efforts SEO pour vos pages de produits, vous permettant ainsi d’économiser du temps et de l’argent.

## 4. Augmentez vos taux de clics sur Google Shopping et ajoutez des photos à vos avis produits

Saviez-vous que les avis produits peuvent aussi vous aider à obtenir des étoiles sur Google Shopping et augmenter votre [taux de clics jusqu’à 15 %](http://content.trustpilot.com/pdf/Google_Product_Ratings_PLA_Case_Studies.pdf) ? Les étoiles sont affichées sur les pages des résultats de recherches (SERPs) et sur Google Shopping.


superdry google shopping product reviews example

En 2019, un étude de Google a démontré que les images aidaient [50 % des consommateurs en ligne](https://support.google.com/google-ads/answer/9522897?hl=en) à prendre des décisions d’achat plus facilement. Pour rassurer les acheteurs quand ils font leurs achats en ligne, Google [a introduit les photos prises par les utilisateurs dans les avis produits sur Google Shopping](https://support.google.com/google-ads/answer/9522897?hl=en).

Customer photos attached to product reviews on Google Shopping

En collectant des avis produits avec Trustpilot, les photos attachées aux avis que vous recevez seront automatiquement envoyées à Google pour qu’elles puissent apparaître dans vos annonces sur Google Shopping - si elles se qualifient. Cette fonctionnalité n’est actuellement disponible qu’aux États-Unis, mais Google prévoit de s'étendre [à d'autres propriétés et pays](https://support.google.com/google-ads/answer/9522897?hl=en). 

## 5. Optimisation de la gestion des stocks et de la sélection de produits


La collecte d’avis produits peut vous permettre d’accéder à [des données clients de qualité](https://business.trustpilot.com/reviews/learn-from-customers/what-are-consumer-insights-and-how-do-i-use-them). Comprendre quels sont les produits les plus appréciés peut vous aider à répondre à la demande et à stocker des produits ayant des caractéristiques similaires à l'avenir. 

Ces données clients vous permettent aussi d’identifier et de retirer les produits mal notés de votre site, ce qui va réduire le risque que vos clients satisfaits soient déçus suite à un achat futur. La durée de vie de vos relations clients s’en verra significativement améliorée.


Et n’oubliez pas les produits avec des notes moyennes ! Si vous avez des produits qui affichent  toujours un score de 3 étoiles, regardez le contenu des avis de plus près pour ajuster le produit, l’améliorer et potentiellement le transformer en produit 5 étoiles.

[Legeakademiet](https://business.trustpilot.com/customer-stories/training-education/how-product-reviews-increased-legeakademiet-revenue) utilise aussi ses avis produits de cette manière. Ann Reimer, fondatrice et partenaire, témoigne : « Grâce aux avis produits, les clients nous disent quels produits nous devrions restocker et ceux que nous pourrions retirer du site. Ils [les avis produits] nous permettent de choisir les produits gagnants tout en aidant nos clients à prendre des décisions. » Dans le marché en ligne actuel, c’est l’état d’esprit que toutes les entreprises devraient adopter. L’objectif des avis n’est pas simplement de guider les consommateurs, ils aident aussi les entreprises à déterminer comment satisfaire leurs clients.

### Boostez vos ventes avec les avis produits dès aujourd’hui
Les avis produits peuvent vous aider à augmenter vos conversions, améliorer votre SEO et accélérer le développement de vos produits. Il est simple et facile de collecter et de gérer vos avis produits, alors [cliquez ici](https://business.trustpilot.com/features/product-reviews) si vous souhaitez en observer les bénéfices dès aujourd’hui.

product reviews and photos

 5 moyens d'accélérer la croissance de votre entreprise grâce aux avis produits 

How Google Shopping and Trustpilot work together to support rapid business growth

In this article, we'll explain how Google Shopping and Trustpilot work together to help businesses like yours get more visibility and grow.

Mobile commerce is predicted to [account for more than 70% of all eCommerce sales by the end of 2021](https://fashiondiscounts.uk/mobile-commerce-statistics/). And that’s another trend that will likely only continue to grow. This means that every day, hundreds of millions of people are turning to Google for help with their shopping needs and choosing options based on what they find in search. 

Fortunately for those medium and smaller  brands, automated feed technology has become scalable and accessible and businesses  of all sizes can use Google Shopping. So let’s take a deeper look into how it can benefit your brand. 

## What is Google Shopping? 

Google Shopping is the tab in search that shows consumers shopping options for whatever they’ve typed into the search engine. For brands, it enables customers looking for products similar to yours to easily find and purchase from you. It lets consumers compare products from different retailers and shows them both paid and organic listings. It also offers product recommendations based on the user's shopping and search history. 

Best of all, in April 2020, Google introduced Free Listings, a program to let brands list their products for free. This helps brands of all sizes compete with the retail giants and take advantage of Google’s scale and reach, so that consumers can more easily find their products. 

##  How does it work and what are the benefits?

You’re probably already familiar with how Google Shopping looks and works from the consumer side. But there are a few key things to remember as a brand using Google Shopping. 

Because they’re ranked above the organic listing, Google Ads give you the best visibility in search. They also direct users directly to your site to complete purchases. But Free Listings can also be a great way to lift your visibility and reach new customers.When clicked, Google  shows the user more product information, customer reviews, and inventory information, allowing for a better and more holistic user shopping experience. 

## Strategies to maximize your success with Google Shopping

Whether you’re using Google Ads or Free Listings, you’ll still want to make sure you’re getting the most out of Google Shopping. 

### 1. Maximize your listing titles 

You have 150 characters and you want to use as many as possible. What are the most important aspects of your product that you want to highlight and use to capture the attention of a shopper with a large amount of options in front of them? 

### 2. Nail down your descriptions

Your descriptions can be up to 5,000 characters, but the preview will only show the first 200. What do you need to include in that first 200 to ensure that as many shoppers as possible click to view the full description?

### 3. Enhance your images  

The higher quality your product images are the better. Are they clear? Are they visually pleasing? Images can play a huge role in which product a consumer selects, so the more effort you can put in here the better your chances at beating out your competitors. 

### 4. Use banners to highlight important selling points

The more you can do to make your product stand out on a page, the better. Especially if you can have a sale or promotional offer. Adding banners with offers like sale, *20% off*, or price drop will draw users’ eyes to your listing and help encourage them to choose yours over the other alternatives. 

## How can Google + Trustpilot help bring awareness to your brand while optimizing your Google Shopping strategy?

Being as transparent as possible helps consumers make more informed decisions and boosts consumer trust in businesses. 

[Trusted Google Reviews Partners like Trustpilot](https://business.trustpilot.com/features/review-seo) can help retailers have their online reviews displayed directly on their product listings in Google Shopping. 

Why is that important today?

[89% of global consumers check online reviews](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust) as part of their online buying journey, and [49% of global consumers consider positive reviews one of their top 3 purchase influences](https://business.trustpilot.com/guides-reports/build-trusted-brand/the-critical-role-of-reviews-in-internet-trust). 

Whether you’re a smaller business looking to bring awareness to your brand, or a bigger business simply looking to optimize your Google Shopping strategy, showcasing a trust signal such as ratings and reviews can help you stand out from the crowd, and differentiate yourself from other competitors in Google Shopping.

Start listing your products for free today!

Boost SEO with trustpilot product reviews

Trustpilot’s easy to use Product Reviews SEO TrustBox widgets can push you to the top of organic search results and help you get Rich Snippet stars in just days, with a simple copy and paste of code. Here's how to get started.

No waiting around for months. No complex coding. The best solutions are often the simplest solutions.

The benefits of Product Reviews are just a few clicks away. Copying and pasting a code onto your site has never been this easy before.

## So, how does the Product Review TrustBox work?


Product review trustbox example

The first step to improve your SEO performance with Product Reviews is to add your Product Reviews TrustBox's schema markup (a simple code) to the applicable product page(s) of your website.

You can find out more about implementing the code [here](https://support.trustpilot.com/hc/en-us/articles/231993108-Get-review-snippets-using-product-review-TrustBoxes-).

From there, your Product Reviews will be indexed directly on your product pages, and displayed in the Product TrustBox. Within the next 30 days, Google should start noticing the fresh content on your site and begin indexing it. The high frequency of keyword-rich content in your Product Reviews will show Google that you are an authoritative website. 

Google loves fresh, relevant content like this. [That's why your product reviews can help:](https://business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo):

- Boost your overall SEO performance
- Generate Review Snippets for your products in Google search
- Increase your keyword reach
- Increase your visibility and help you stand out from your competitors.

## The benefits of collecting Product Reviews


Royal mail product reviews trustbox

But for all of this to work, you'll need to start collecting Product Reviews. 

It’s simple to start using them alongside your service reviews. [Product reviews can help you](https://business.trustpilot.com/guides-reports/get-seen-in-search/how-to-use-seo-to-build-your-ecommerce-reputation):

- Create social proof to [increase conversions](https://uk.business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230) 
- Learn what customers truly think of your products
- Make customer-centric improvements to your products
- Add trust signals at key points of the buying journey.

## I already have my own product reviews – what can I do to boost my SEO performance?

If you're collecting your own Product Reviews, or collecting them via another review platform, you can [import your existing Product Reviews](https://support.trustpilot.com/hc/en-us/articles/215107148-Import-third-party-product-reviews-to-Trustpilot) to Trustpilot. 

The Product Reviews TrustBox will display your old Product Reviews as well as your new ones, collected using Trustpilot. You can gain SEO benefits and Review Snippets from both. 


Product review TrustBox on-site

So if you aren’t seeing any SEO benefits from your current review platform, you might want to look into [the importance of collecting reviews via a Google Review partner](https://business.trustpilot.com/reviews/build-trusted-brand/trustpilot-customer-review-software).

If you'd like to find out more about transferring to Trustpilot to boost your SEO performance, or starting your Product Review collection on our platform, you can [request a free demo here](https://business.trustpilot.com/request-demo).

Alternatively, if you'd like to try our platform for free before you speak to any of our review experts, why not sign up for a free Trustpilot account below? It's quick and easy.

How to boost your SEO with Trustpilot's Product Review TrustBox

Google Seller Ratings can dramatically improve the ROI of your paid search campaigns by boosting CTR and lowering CPA. This article will show you how to calculate, track, and visualize how your ads perform with GSRs.

How to calculate the impact of Google Seller Ratings on your click-through-rate

wom vs seo main image

Trustpilot word of mouth and SEO guide

Word of mouth and SEO are more trustworthy alternatives to advertising, but which one is more effective? Take an in-depth look at some pros and cons for each

A recent ClickZ study found that a staggering 84% of millennials [don’t trust traditional advertising](https://www.clickz.com/84-percent-of-millennials-dont-trust-traditional-advertising/27030/ "84 percent of millennials don't trust traditional advertising") and a study by Credos found that favorable opinions of advertising have [dipped as low as 25%](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator "The value of a trustworthy brand reputation"). 

As traditional advertising becomes less and less effective, brands must turn to different ways of attracting new customers. Two of the most effective strategies available are SEO and word-of-mouth marketing because they also exist for the benefit of consumers, not just brands. 

Regardless of what brands are up to, Google’s goal is to [serve the most relevant results](https://business.trustpilot.com/reviews/build-trusted-brand/why-does-google-care-if-your-business-has-online-reviews-in-2019?refresh=2020 "Why does Google care if your business has online reviews") for that searcher — and customers leave reviews to help other shoppers have better experiences. 

And while the main similarity between both marketing channels is that they share an organic quality that’s intuitive to consumers, there are many differences — and it can be challenging for brands to figure out which approach makes the most sense for them. 

## Help your target audience find you with good SEO

Did you know that 67.6% of clicks on the first page [come from the first five search results](https://www.impactplus.com/blog/seo-statistics#:~:text=70%25%20of%20marketers%20see%20SEO,their%20top%20inbound%20marketing%20priority. "31 SEO statistics for 2021 and what they tell us")? And that 53% of all of all trackable website traffic [comes from organic search](https://videos.brightedge.com/research-report/BrightEdge_ChannelReport2019_FINAL.pdf "Channel report 2019")? That represents a huge amount of market share you could be winning from your competitors by putting more of a focus on organic SEO. 

Brand visibility is one of the biggest benefits to SEO. And – unlike word-of-mouth – you’re not relying on others to get the word out about your brand. Google is typically the first place someone starts when they’re searching for a product or service, so the higher you are on the first page of search results, the more eyes you’re going to get on your site. Which [translates into more sales](https://www.searchenginejournal.com/why-seo-is-important-for-business/248101/#close "12 reasons why your business absolutely needs SEO") for your brand. 

There are a few added bonuses as well. Because user experience on your site is such an important factor for Google’s rankings, part of good SEO is improving your site experience so that you can rank well in search. This means a better experience for your site’s visitors, and [higher conversion rates](https://www.wordstream.com/blog/ws/2018/03/29/ux-conversion-rates#:~:text=Video%20on%20Landing%20Pages,lot%20of%20text%20to%20absorb.&text=Studies%20show%20that%20using%20videos,a%20page%27s%20UX%20is%20improved. "6 powerful ways UX can affect your conversion rates") for you. 

SEO is brand awareness in its most effective form because if all goes to plan, your page will appear for searchers with the right buying intent. The higher you rank for exactly what they’re looking for, the better the chance they’ll land on your site. This is what makes SEO so valuable, even though it can seem complex and challenging. 

### Organic SEO builds trust with customers

One of the biggest things to remember about organic SEO – and this is both a pro and a con – is that results are not quick. It will take time. But as frustrating as this is, it also means that once you’re ranking well it’s challenging for your competitors to come in and take your spot.

Consumers aren’t stupid. Organic SEO builds so much trust with them because they understand that it’s in Google’s best interests to show them the best search result for that specific search term. Ranking well in search helps them find your business in a quick and natural way, without them feeling like they’re being marketed to. 

## Let your happiest customers do the talking for you

There are many different types of word-of-mouth marketing. Essentially, anything that has your customers talking about your brand is word-of-mouth. This can include influencer marketing, customer reviews, and even old school face-to-face conversations. 

Just like with organic SEO, the stats around word-of-mouth are pretty compelling. 74% of consumers [identify word-of-mouth as a key influencer](https://www.google.com/url?q=https://www.adweek.com/performance-marketing/ogilvy-cannes-study-behold-the-power-of-word-of-mouth/&sa=D&source=editors&ust=1620229454681000&usg=AOvVaw3-PBeHN5Dj4JweQACyRN5i "Behold the power of word of mouth") in their purchasing decision and 85% of website visitors [find visual user-generated content more influential](https://www.adweek.com/performance-marketing/why-consumers-share-user-generated-content-infographic/ "Why consumers share user-generated content") than brand photos or videos. And that’s just the beginning in terms of [word-of-mouth’s effectiveness](https://www.getambassador.com/blog/word-of-mouth-marketing-statistics "40+ word of mouth statistics you should know"). 

Reviews are one of the easiest ways to implement a word-of-mouth marketing strategy, especially if you’re [automating review invitations](https://business.trustpilot.com/features/review-invitations "Review invitations | product features") every time someone makes a purchase. This ensures that you have a lot of [user-generated content](https://business.trustpilot.com/reviews/build-trusted-brand/a-beginner-guide-to-building-brand-loyalty-with-user-generated-content "A beginner's guide to building brand loyalty with user-generated content") to highlight throughout your customer journey and that your mix of customer reviews are an accurate representation of how your customers feel. 

The biggest benefit to collecting reviews is that they have a wide range of uses for your business. Showcasing them throughout your customer journey can [seriously improve your conversion rates](https://business.trustpilot.com/customer-stories/ecommerce/ann-summers-uses-product-reviews-to-increase-sales-up-to-230 "How Ann Summers used product reviews to increase sales by 230%"). They contain powerful consumer insights that can help you [improve your customer experience and increase your revenue](https://business.trustpilot.com/reviews/learn-from-customers/turning-reviews-into-revenue-how-to-get-insights-from-your-feedback "Turning reviews into real revenue with consumer insights"). And they’re a great way to [build your online reputation](https://business.trustpilot.com/reviews/build-trusted-brand/4-reasons-why-every-business-needs-online-reputation-management "4 reasons why every business needs an online reputation strategy"). 

One main factor that differentiates word-of-mouth from SEO is that you can see results pretty quickly. When you’re looking at reviews and conversion rates, all you need to do is A/B test pages on your site after adding reviews and within a few weeks you should be able to see what your new conversion rates are. 

### Word-of-mouth marketing and SEO go hand-in-hand

But there’s one more big impact reviews can have on your business that might surprise you. Reviews can actually [improve your SEO](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews "The complete guide to marketing with customer reviews"). Although these two strategies may not seem to have much in common, they’re more connected than you might think. 


One of the biggest impacts reviews can have on SEO is [qualifying you for rich snippets](https://business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo "How to improve your organic SEO with rich snippets") in search by including product reviews on your site. And rich snippets don’t just make your site look nice in SERPs – they [can increase your organic traffic by 30%](https://searchengineland.com/seo-featured-snippets-leads-big-gains-236212 "SEO for featured snippets") and [increase your revenue from organic traffic](https://www.perficient.com/insights/research-hub/featured-snippets-guide "Featured snippets resource center") by 677%.

## Word-of-mouth strengthens all of your marketing and advertising

Although SEO and word-of-mouth have many differences, the one thing they have in common is that both of them help you build trust for your brand with new shoppers more authentically than advertising does. So – if you’ve been asking yourself if word of mouth is better than SEO – to build trust with your customers, SEO and word-of-mouth actually work best hand-in-hand. 

For most brands, it’s worth focusing on these two strategies instead of funneling all of your budget into advertising that might come across as – well – exactly that. It might be tempting to look at this cynically and see these two strategies as no better than advertising. After all, you’re still just trying to sell a product or service at the end of the day. But that couldn’t be further than the truth. 

Focusing on these two strategies forces you to actually focus on what your customers need  – helping Google show your brand to people who are actually looking for your product, and ensuring your customer experience is so good that your customer reviews can convert new customers. 

The key is to make it easier for customers who are already looking for your products — not to try and sell your business to the people who aren’t. 


Is word of mouth better than SEO? A side by side look at more trustworthy advertising alternatives

importance of reviews and Google for ecommerce

Online reviews are a great and easy way to increase traffic, improve PPC and SEO results, build your online reputation, eliminate doubt and increase customer confidence.

Online reviews can serve as a guide to consumers during the customer journey and the decision-making process. Today, 92% of consumers read online reviews, and word of mouth remains the most popular method of recommendation for consumers.

But with billions of brands available online, it’s important for eCommerce businesses to choose and implement the correct digital strategy in order to gain as much online visibility as possible, and ensure visitors turn into customers.

In this article, we'll discuss how your business can benefit from displaying stars in search, and how important customer feedback is in today’s competitive landscape.

## The importance of online reviews

Online reviews are a great and easy way to increase traffic, improve PPC and SEO results, build your online reputation, eliminate doubt, as well as increase customer confidence.

But what makes stars in search so powerful?

Online reviews appearing in search results affect the way browsers find and view your business. The nature of the reviews naturally determine whether or not the shopper is going to engage with your brand.

Depending on how you collect reviews, you’ll have review snippets stars display on organic search results, and stars show up as part of your Google Seller Ratings on Google Ads, which can have positive impacts on click-through rates and traffic.

Example of Review Snippet Stars From Product Reviews

Example of Rich Snippet Stars

Example of Review Snippet Stars

Example of Google Seller Ratings

In 2018, Moz attributed 13% of traffic value to online reviews (review quantity, review diversity, etc.), making customer feedback the 5th most important ranking factor.

Claiming feedback and reviews and managing them correctly with a Google review partner such as Trustpilot can directly impact your search performance. According to Moz, stars displayed in search have become necessary to any eCommerce company’s success, helping each and every one of them turn more quality traffic into revenue.

## How your business can gain more visibility in search results

### Collecting product and service reviews

Collecting product and service reviews for your eCommerce site has never been easier! With a third-party review collection service like Trustpilot, gathering customer feedback and working towards boosting your visibility on search engines is .

If you’ve already started collecting reviews, you can import them into your Trustpilot Account to manage and view all your previous and current reviews in one place.

If you do not have any customer feedback yet, and would like to start your review journey today; simply upload a csv file to invite past customers to reviews your products.

Once this is done, it’s time to activate our Automatic Feedback Service; allowing you to optimise your review collection process as much as possible.

To showcase your reviews in search resuls, you'll have to add your customer feedback to your website. Simply install our SEO TrustBoxes to feed review data to Google in order to maximise your paid and organic search benefits.

### Gaining Google Seller Ratings with Trustpilot reviews

[Google Seller Rating](https://uk.business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions) (GSR) is an automated Google Ads extension that demonstrates other people’s trust in your brand. 

Essentially, it’s a star rating system that displays under the headline and URL of your PPC ad. 

The bottom ad has Seller ratings, the top one doesn’t. Which one would you click?

download (4)

Well, a whopping [64.6%](https://www.spyfu.com/blog/google-ads-tutorial/) of people click on Google Seller Ratings Ads when they are looking to buy an item online.

According to Google, using reviews to achieve Google Seller Ratings could help your business increase its click-through rate by 10% on average, and therefore improve your quality score and reduce your cost-per-click.

But how can your business achieve Google Seller Ratings to showcase reviews directly on the search engine results page?

There are a few criterias to qualify for this ad extension and see positive results on your search engine performance. However, please note that these criteria do not guarantee anything. Only Google controls Google, and the Google algorithm can adjust at any time.

Here are the current Google regulations in order to gain Google Seller Ratings:

- At least 100 verified service reviews
- Collected in the last 12 months 
- In one market
- Minimum average star rating of 3.5/5

Google Seller Ratings allow you to build trust earlier in the funnel, making it easier for customers to choose between you and your competitors. 

### Boosting your SEO performance with Review Snippets

Rich Snippets are the markup of your content with ‘structured data’ that allow search engines to better understand and index this information. This schema markup, generated by product reviews only, is what helps you stand out in organic listings.

The rating and the number of stars show useful additional information that will encourage browsers to trust your business earlier in the customer journey.

Example of Review Snippets from Product reviews

download (5)

Example of Review Snippets achieved Trustpilot’s TrustBoxes

In order to qualify for Review Snippet Stars, it’s required to use Aggregate Rating to mark-up your web page for product reviews.

[Review Snippets can help boost your SEO](https://uk.business.trustpilot.com/reviews/get-seen-in-search/rich-snippets-stars-for-product-reviews-can-boost-seo) and optimise your click-through rate, constantly driving quality traffic to your eCommerce site.

### Why stars in search can improve your marketing performance

Building an online presence has become one of the hardest things to achieve when trying to market an eCommerce website.

Customer reviews are a simple and great way to achieve it. Collecting user-generated content helps keep your website’s content fresh and updated, impacting your SEO performance.

By acquiring stars in search - Google Seller Ratings or Review Snippets - in Google search results page, you’re building transparency, trust and customer confidence earlier in the funnel, pushing browsers to choose you over any of your competitors, and therefore dramatically increasing your click-through and conversion rates whilst lowering your cost-per-click.

Did you know that Trustpilot business profiles appear in ~0.15% of all Google searches? To find out more about how we can help you boost your online visibility, check out our Complete Guide To Reviews below.


Read Trustpilot's Complete Guide To Reviews

How your eCommerce business can benefit from stars in search

google adwords trustpilot blog

google ads trustpilot blog

Customized Google Ads campaigns will help you do better at reaching the right people and get closer to true personalized marketing

Customization might not be true personalization, but a better Google Ads strategy will still help you reach your very best customers!

## Why customized and personalized marketing are essential to every business’ growth

Personalized marketing should be a focus for all marketers out there. By collecting relevant data, it’s possible to create personal interactions and experiences with dynamic content and product recommendations based on purchase history and shopping behavior.

With Google Ads, the tailored experience you can offer users isn’t true personalization (since Google is protective of user data) – but it’s just as important in order to target the right people at the right time.

It’s important for businesses to know if someone’s visited their website 5 times in the last 30 days, what device their target audience uses the most, what items consumers keep adding to their cart, or what keywords they search for – all these aspects could be just as beneficial for marketers as knowing the user’s gender, specific age, ethnicity or other demographics.

## Less is more when targeting in Google Ads

The most common mistake when using Google Ads to customize your marketing is to optimize for terms that are too broad. A funeral business paying for the keyword “dead” without thinking further could be losing all their Ads budget to teenagers searching for “Is Justin Bieber dead?”

It all comes down to understanding how keywords and searches work, and how to use negative search terms. Once you fully master Google Ads and know what results you want from your digital marketing efforts, you’ll see that doing less is actually doing more! This is really important for a good Google Ads strategy.

Start by targeting more narrow than you usually would in a Google Ads campaign.
Is most of your business’ revenue coming from mobile devices? Start by targeting these. If 90% of your customers are women, target women only. If your main customers are between 24 and 29 years old, then direct your campaign to this age group only, and exclude everyone else.

If the biggest part of your campaign shows results in only three cities, don’t set your campaign for the whole country. Don’t waste your money targeting other ages, geographic areas, genders or devices just because your company may have these target groups set in your overall digital marketing strategy.

## More narrow keywords with higher buying intent gets you closer to personalized marketing

Along with more narrow targeting, you should also go deeper if you want to create great personalization and better experiences using data from Google Ads. Having one keyword that correlates well with your ad and landing page (used both in your title and description) is a great first step. If Nike sneakers are what you want to campaign around, don’t just go with “sneakers”, but be more specific and go with an exact match, like: “Nike Air Max Sneakers”. Your target group will, on the one hand, be very limited and specific – but on the other hand, the bid for this certain keyword is probably cheaper and the intent behind the search term is certainly higher.

Working with single-category keywords such as “shoes” is not as common in Google Ads – only about 5% of eCommerce businesses are large enough to find profit in this technique.

Define the different campaigns based on the intent of the user; if he or she is a new customer or a returning one, for example. To continue with the shoe example, your Ads will perform better by being more defined: try to add color, size, brand name or product category (as well as some more budget!) – to get more spot-on results.


Marten barkfeld quote

Morten Barkfeld quote

## Be aware of your different margins in Google Ads campaigns

Your gross margins are probably one of the most important things to take into consideration when planning your Google Ads strategy.

If you have products with wildly different gross margins, say 25% vs 75% – you should not have these in the same campaign. The granularity is important here, in terms of different gross margins, products, and categories.

If you have to cut down on your Google Ads' budget, you don’t want to mess up the products with the highest gross margins.

## Get to know your “eCommerce economics”

If you’re selling clothes, you probably know that a lot of people tend to order the same item in different sizes, and simply return the ones that don’t fit – making “intentional returns”. If you’re in electronics, on the other hand – the return rate is only around 5%.

Return and shipping rates are important costs to track. Include them when you set your ROI target for your Google Ads. You should also consider what you must pay in lost sales and orders you cannot fulfill for some reason – if the product wasn’t in stock, for example.

Whenever someone clicks one of your ads in Google, you will be charged, even if the purchase is never completed or if you have to send the customer their money back.

Based on these different factors, Keywordio has developed an algorithm called “eCommerce economics”. The algorithm determines your ideal return on investment from your Google Ads. You should never base your sales on the things that don’t come through all the way! By answering questions about your margins, returns and shipping costs, as well as the cost of any lost sales, the algorithm calculates your ideal ROI on each product. There’s a lot of parameters to understand here, but when you do – it’s possible to control your Google Ads down to your most profitable keywords or product.

Personalization and customization both allow you to create better user experiences, boost customer confidence throughout the journey, and improve customer satisfaction! Add third-party validation like Trustpilot reviews in the user journey, and your conversions will skyrocket.

Find out how Trustpilot reviews could help you business, download your free copy of our Complete Guide below!


__Author Bio__

Jonas Hagströmer Theodorsson, Co-Owner and Business Developer Global eCommerce at [Keywordio](http://www.keywordio.com/).

How to customize your marketing for a better Google Ads strategy

Rich Snippets Stars are ratings and reviews for your company that show off your online reputation and overall quality of business to potential customers. These yellow stars help your website standout in Google's SERPs and increase your CTR.

Yes, good SEO takes effort – and websites who make the effort are likely to benefit in the long run – but there are some tools that can boost your site’s organic traffic in incredibly simple ways. 

Rich Snippets are a little-known SEO hack that can really boost results for your business in organic search. Best of all, what you need in order to qualify for them is really easy to implement, so if you’re a busy marketer looking for a quick and effective win – this one’s for you. 

## First up, what are Rich Snippets?

Simply put, Rich Snippets are those helpful star ratings you sometimes see under organic search results. 

According to [Google’s developer site](https://developers.google.com/search/docs/data-types/review-snippet "Review Snippet - Google search central"), a Rich Snippet is a short excerpt of a review or rating from a trusted review website, most commonly displayed as an average of the aggregate rating scores from many reviewers. 

Basically, when Google finds [structured data](https://developers.google.com/search/docs/guides/intro-structured-data "Understand how structured data works") from your reviews or ratings on your website, they’re able to display your site content as a [rich result](https://search.google.com/test/rich-results "Rich results test") — which enhances your listings’ appearance in organic search, and tends to drive a lot more traffic. 

Here’s an example of Rich Snippets in action:


Review snippets are a certain type of rich result that improves organic SEO

IslandSurf.com rich snippets

Having their star rating and quantity of reviews visible right in search results helps [IslandSurf.com](https://www.islandersoutfitter.com/ "Islanders Outfitter") get potential customers to their site faster by removing the need to research their [brand reputation](https://business.trustpilot.com/guides-reports/build-trusted-brand/6-ways-to-make-trust-your-essential-brand-differentiator "The value of a trustworthy brand reputation"). 

Before shoppers even click on the link, they know upfront that the business has a solid rating and therefore can be trusted with their hard-earned money. This gives them a better idea of what kind of experience they’ll have with the company, and increases the odds that they’ll click on that result. 

In fact, studies show that having Rich Snippets visible on your search listings can drive [20-30% more organic traffic](https://www.perficient.com/insights/research-hub/featured-snippets-guide "Featured snippets resource center"), and generate [677% more revenue from organic traffic](https://searchengineland.com/seo-featured-snippets-leads-big-gains-236212 "SEO for featured snippets"). 

Now that the SEO value of these rich results is clear, the question becomes — 

## How do I get Rich Snippets on my product pages in organic search?

It’s most common to think of paid listings when you’re thinking about stars showing up in search results, but many people don’t realize that collecting product reviews can help you qualify for Rich Snippets in organic search. 

Once you’ve started collecting and displaying product reviews through a [product review widget](https://business.trustpilot.com/features/product-reviews "Product reviews") with valid structured data, it’s time to tell Google to re-crawl your product pages. 

Depending on how many products you sell on your site, it may make sense to have Google crawl your most popular products first. Here’s what you’ll need to do: 
- Log in to your Google Search Console and select your website.
- In the Inspect any URL in "your site's name" field, enter the URL of the page that contains the TrustBox.
- Once the URL data has been retrieved, click Request Indexing.
Repeat this process for all the URLs that contain the same TrustBox.


URL Inspector

If you get a message that says "URL is not on Google", click the Test Live URL button to find out why Google can't crawl your page.

Once Google has indexed your pages, your review snippets should begin to appear in their search results. 

You can also use this [handy tool](https://support.google.com/webmasters/answer/9012289?hl=en "URL Inspection Tool") to test your URLs and troubleshoot your results.

## Getting the most organic traffic out of your Rich Snippets 

Once you’ve qualified for Rich Snippets, [Google Search Console](https://www.google.com/url?q=https://searchengineland.com/google-search-console-adds-review-snippets-performance-enhancement-and-testing-reports-328925&sa=D&source=editors&ust=1615911866525000&usg=AOvVaw3KhAQ3et4CgnhHPCEkkpYX "Google Search Console") provides some really helpful tools to give you insight on how well those pages are performing, and help you debug any issues on pages where the reviews aren’t showing in the search results just yet. 

Google's Review Snippet Enhancement Report

Review snippet enhancement report

The [Review Snippet Enhancement Report](https://developers.google.com/search/blog/2020/02/review-snippets#:~:text=it%20to%20production.-,Review%20snippet%20Enhancement%20report,markup%20implemented%20on%20your%20site. "New reports for review snippets in Google Console") shows you errors, warnings, and valid pages for markup implemented on your site. It’s extremely helpful in not only identifying errors, but showing you how to fix them so you can enjoy the benefits of review snippets on all of your qualifying pages. 

Review snippets performance report

You can also uncover more details about your Rich Snippet performance in Google Search Console’s [Performance Report](https://support.google.com/webmasters/answer/7576553 "Performance report (Search Console Help) "). There, you can uncover how well your Rich Snippets are performing in search in terms of impressions, clicks, and CTR — and delve deeper into even more parameters and metrics. 

## Ready to earn Rich Snippets on your search listings?

The many benefits of Rich Snippets all begin with choosing a trustworthy product review provider with valid structured data. It’s not hard to do — our [TrustBox widgets](https://business.trustpilot.com/features/trustbox-widgets "Trustpilot widgets") and [eCommerce integrations](https://business.trustpilot.com/partners/type/apps "Trustpilot Ecommerce integrations") let you make your product review data discoverable to search engines in just a few clicks. 

If your review statistics meet [Google’s requirements](https://developers.google.com/search/docs/data-types/review-snippet "Review Snippet - Google"), your product pages will start showing up with star ratings in search results in no time.  

Can’t get enough of this stuff? Don’t miss [The complete guide to marketing with customer reviews: 2021 update](https://business.trustpilot.com/guides-reports/browsers-to-buyers/the-complete-guide-to-reviews "The complete guide to marketing with customer reviews") for even more ways to improve your organic search performance with your customer reviews.  

### Useful links

* [Google structured data testing tool](https://search.google.com/structured-data/testing-tool/u/0/)
* [Review Snippet FAQ](https://support.trustpilot.com/hc/en-us/articles/227922808-How-to-Guide-Get-Rich-Snippets-for-SEO-With-Service-Review-TrustBoxes#frequently-questions)
* [Trustpilot reviews guidelines](https://developers.google.com/search/docs/data-types/reviews#guidelines)
* [Spammy Structured Markup Penalty and Recovery – Use Schema Markup With Caution](http://searchengineland.com/spammy-structured-markup-penalty-recovery-use-schema-markup-caution-223289)
* [Google drops product Review Snippets from airline pricing websites](http://searchengineland.com/google-drops-price-rich-snippets-airline-pricing-web-sites-248737)
* [How-to Guide: Get Review Snippets for SEO With Service Review TrustBoxes](https://support.trustpilot.com/hc/en-us/articles/227922808)

How to improve your organic SEO with Rich Snippets

SEO best practices to boost your sales

To help you improve your eCommerce SEO, we’ve put together these 5 best practices that will increase your visibility on search engines, improve your consumers’ experiences, and boost your sales for good.

Having a good eCommerce SEO strategy means ongoing maintenance of both your website and your content, which can get challenging at times. 

So to help you improve your eCommerce SEO, we’ve put together these 5 best practices that will increase your visibility on search engines, improve your consumers’ experiences, and boost your sales for good.

## SEO best practices to power your business forward

### 1. Extensive keyword research is a must

Keyword research allows you to find trends and search terms that people enter on search engines and ensures you create the right type of content to improve your chances of being visible on search engine results page (SERPS).

If you’ve never thought about your eCommerce SEO keyword strategy before, here’s a step by step guide on how to do your keyword research properly:

1. List all important topics that are relevant to your business.
2. Find keywords that match those topics.
3. Research related search terms on search engines
4. Pick a bunch of short keywords as well as longer ones (e.g. ‘coffee cups’ vs. ‘coffee cups with lids’)
5. See how your competitors rank for those keywords
6. Use a keyword tool like [Keyword Planner](https://ads.google.com/intl/en_uk/home/tools/keyword-planner/) to cut down the list based on the average number of searches per keyword.

Your final list of keywords can be used to optimise your site’s pages. You’ll use them to make your titles, copy, and images more relevant and most of all, more visible on search engines. You’ll learn how to optimise your pages with keywords in the next section...

### 2. Your product pages need to be optimised

Improving your eCommerce SEO means ranking for your products pages too! 

One of the best ways to do this if you have an eCommerce shop, is to optimise each and every product page. If you’re unsure where to start, we put together this list of ‘essentials’ in order for your product pages to be fully search engine optimised:

- __Don’t forget your images:__ One of the best and simplest ways to optimise your images is to add ‘alt’ tags (keywords that describe what is represented) to each photo. You can also name your images with keywords.

- __Use keywords in your titles:__ Use your product keywords in your product titles. If you’re trying to optimise your ‘suitcase’ product page, add this keyword to your page title. For example, Igloo Coolers uses keywords for the product, features, and design in their titles, which is likely to boost their SEO efforts:

optimise your product pages for seo 

- __Write quality content and include long-tail keywords in your copy:__ Long-tail keywords are phrases made of 3 or more keywords. When included in your copy, they can help drive a lot of traffic. One way to find popular long-tail keywords is to start typing your keyword into Google. Below, is an example of a long-tail keyword search for the keyword ‘coffee cups’:


find out what people search on google

Of course, if you followed step 1, you have a library of keywords you’d like to use.


- __Use relevant URLs:__ You might not think that a keyword-rich URL can make you jump to #1 on Google, but including keywords that are relevant to your eCommerce site or product can still help you considerably and is something that can easily be done.

### 3. Don’t underestimate the power of user experience

[Great user experience is important](https://business.trustpilot.com/reviews/learn-from-customers/5-reasons-why-customer-experience-is-the-pulse-of-every-business) to maintain customer satisfaction, but it’s also essential to good eCommerce SEO. Google is constantly trying to provide the best content out there to its users, and to ensure that your eCommerce site is optimised, you need to guarantee that it provides the best user experience.

We put this list together to help you create ever improving experiences for everyone, and improve your eCommerce SEO:

- __Remove all duplicate content:__ Duplicate content can severely affect your eCommerce SEO. [Siteliner](http://www.siteliner.com/) can help you identify your duplicate product pages and remove them.

- __Don’t forget the three-click rule:__ This is a web design rule suggesting that a user should be able to find any information they need within your website in no more than 3 clicks. This keeps your site simple and organised and helps Google read your website’s content better and understand its hierarchy. If it’s correctly done, this can improve your overall site’s ranking.

- __Improve your website speed:__ A slow load time will hurt you on Google, as loading speed has recently become a [search ranking factor](https://yoast.com/page-speed-ranking-factor/). The [GooglePageSpeed](https://developers.google.com/speed/pagespeed/insights/) tools can help you cut down your loading time, which will also improve your sales, as [47%](https://www.akamai.com/us/en/about/news/) of users expect a web page to load in 2 seconds or less.

- __Make sure your mobile site is functional:__ A fully responsive website design is  a must, especially in the eCommerce industry, where [67%](https://www.internetsearchinc.com/wp-content/uploads/2017/01/seo-tips-for-ecommerce-websites.jpg) of shoppers are more likely to make a purchase on a mobile-friendly website. And with[ Google moving more sites to mobile-first indexing](https://searchengineland.com/google-move-sites-mobile-first-index-within-next-several-weeks-292660), you better make sure yours is responsive if you want to retain customers whilst boosting your SEO rankings!

### 4. Interactive content is key

[Regularly updated content is really important](https://business.trustpilot.com/reviews/learn-from-customers/creating-relevant-content-throughout-the-customer-journey) in order for you to continue to rank well in Google’s listings. Optimising your eCommerce SEO with fresh content can be challenging, but by adding more interactive content to your site, you’re making sure that your content is regularly, and most of all automatically, updated. Here’s a list of interactive content recommendations that will ensure your website’s content stays updated and therefore SEO-optimised.

- __Customer reviews can help you:__ If you don’t have any reviews, you might want to consider a review collection and management strategy. Why? Because reviews will boost your SEO whilst creating fresh, relevant content, and building trust with consumers.

Example of on-site Trustpilot customer reviews

on-site Trustpilot customer reviews

- __Social media shares are great:__ This helps produce constant interactions on your site. Social proof, like social media shares, is used by Google to indicate the value of your pages. 

- __Live chats help too:__ Having a live chat indicates that your eCommerce shop is ready to engage with consumers on a deeper level, which will help increase your customer interactions, and your sales too. Google can detect this, which will help boost your eCommerce SEO efforts. 

LookFantastic offers a live chat on all pages

### 5. Good links (really) matter

Good content is important, we can all agree on this. But today, backlinks are still [more valued](https://backlinko.com/search-engine-ranking) by Google.

Some of you might know how challenging it is to get good quality links. No matter what your eCommerce shop sells, you can write great content that people will want to link to. There is no ‘boring’ industry. However, that doesn’t mean it’ll be easy. 

It’s up to you to choose whether or not you will write about your products, or about other topics - related to your industry. The latter’s advantage is that you can probably write a lot more content, about a lot more different topics. A great brand using this technique is Red Bull:


Redbull content strategy

The brand chooses *not* to write about their energy drinks. Instead, they write about things that their audience could be interested in: adventures, travels, challenges, sports, and more.

This will help you gain backlinks and social links, and ‘tell’ Google that your content is valuable enough to spark interest, which will improve your site’s overall ranking.

If you’re already doing something similar, here’s another technique to boost your backlinks...

Looking at your competitors’ backlinks can help you make a difference. By knowing where your competitors get their inbound links from, you can put a list of sites to approach for natural backlinks to your own content. 

For example, if your eCommerce shop sells beauty products, why not find out what sites link to other online beauty stores? This should help you identify sites that are interested in your industry and the type of content you write, and therefore build your backlink strategy in order to improve your eCommerce SEO.

You can use [Monitor Backlinks](https://monitorbacklinks.com/), which is a free tool, or [Majestic](https://majestic.com/) if you wish to invest in a more in-depth SEO tool. 

We’d like to remind you that we *do not* recommend using any Black Hat SEO techniques (like buying backlinks) to boost your eCommerce SEO as these could seriously harm your rankings and website.

These 5 SEO best practices should help you improve your eCommerce site’s overall ranking on search engines. We hope you found this article insightful, and we’d love to know what else helped your business boost its SEO.

Tell us what worked for you! Tweet us at @Trustpilot using #onTheBlog, or download a free copy of our Complete Guide to Reviews below.


5 eCommerce SEO best practices that will boost your sales for good

Glasses on pink background

Learning from the google experts

Ever wondered how online reviews can help you become the star of Google SERPs for both organic and paid search marketing? This article holds the answers to all of your questions!

That's why we asked digital marketing experts from Home Logic, Evosite, and of course our internal experts at Trustpilot, to share their thoughts on the crucial role of online reviews in search marketing. 

Let's dive in. 

Google has such a massive impact on the digital marketing industry, yet many companies, particularly eCommerce companies, aren’t optimising their search strategies and incorporating Google in their business strategy.

Our established panel of experts have provided a wide range of advice that any company can incorporate to start seeing better results in their search visibility, traffic conversions, and paid search campaigns.

## Reviews will improve your search marketing performance

*__Ash Rama, Global Head of Training at Trustpilot__*

Collecting reviews is an easy way to create fresh content every day, improve your on *and* [off-page SEO](https://business.trustpilot.com/reviews/get-seen-in-search/why-does-google-care-if-your-business-has-online-reviews-in-2019), and build a reputation using your customers’ authentic voice. 

Choosing to collect Product reviews on a trusted third-party platform like Trustpilot can also lead to Product Reviews Review Snippets in organic search.

If your brand has an active presence and profile page on Trustpilot (which is in the top 1% of the most visited sites in the world, giving it an impressive domain authority), it's highly likely that your profile will be displayed at the top of search results, complete with shiny gold [Review Snippets](https://business.trustpilot.com/reviews/get-seen-in-search/google-rich-snippet-update-what-it-means-for-businesses).

Reviews can also optimise your PPC campaigns by powering [Google Seller Ratings](https://business.trustpilot.com/reviews/get-seen-in-search/why-wont-my-google-seller-ratings-show-up-and-4-other-gsr-questions) (GSRs).

Google Seller Ratings appear in paid ads, and are a powerful tool to boost your campaigns across Google and Bing. GSRs help boost your conversion rate and lower your bounce rate. 

Bonus: Your reviews can also appear in Google Shopping, which helps shorten the decision-making time for a consumer looking to make a purchase.

## Turning traffic into revenue with reviews

*__Charlie Clark, Digital Marketing Manager at Home Logic and owner of [Minty Digital](https://www.mintydigital.com/)__*

[Home Logic](https://www.homelogic.co.uk/) is a home solutions company whose mission is to bring innovative, eco-friendly and cost effective energy saving solutions to the homes of the UK.

Charlie was working hard to improve traffic, sales, and brand reputation for the organisation when he decided to invest in Trustpilot.

With over billions of websites on the internet, it’s crucial to implement the correct digital strategy to boost your online visibility. But ensuring you’re visible from a search perspective is only the first step towards a viable search strategy.

[92%](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) of consumers now read online reviews, and more than [80%](https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews) of people trust reviews as much as personal recommendation. With competition getting tougher than ever, it’s essential to give a professional, trustworthy and reliable image to potential buyers.

Social proof led Home Logic to better marketing. Customer feedback helped the business increase click-through rate by 20%, and their latest PPC competitor campaign saw a 90% conversion rate increase thanks to Google Seller Ratings!

Example of Home Logic Google Seller Ratings

Google Seller Ratings from Home Logic company

GSRs significantly lowered Home Logic’s cost per conversion, and online reviews helped the company’s website reach Google’s first page.

Their overall organic traffic also saw a 412% uplift YoY, helping Home Logic reach over £250,000 of revenue in Q1, compared to £300,000 in the whole of 2016.

## Being successful in the world of digital

*__Aran Reeks, Head of Client Strategy & Tom Sangers, Head of Search at Evosite__*

[Evosite](https://www.evosite.co.uk/) is a digital agency specialised in eCommerce, conversion rate optimisation, business systems integration, web design, and development. Aran Reeks and Tom Sangers traveled to London from Taunton to share unique insights to help you succeed in the world of digital.

This year, the UK will become the first country in the world where half of all advertising spend goes on digital media. It’s clear that the digital realm takes first priority for companies and spend is likely to increase as the years pass by.

Search is now worth £3.77 billion, and in this new digital era, it’s getting harder and harder for companies to set their objectives and optimise their websites to achieve them.

To drive more conversions with optimised paid search campaigns, you’ll need to understand your customers and their needs in order to create relevant campaigns. This starts with analysing your data, understanding your audience’s behaviour, and finding new insights.

This data will help you personalise your ads (by location, demographics, age, gender, income or interests) to stand out from competitors.

The Evosite digital experts also recommend sticking to PPC’s best practices like mobile bid adjustment, ad extensions, test ads running, location targeting, negative keywords, and review extensions.

But optimising paid search isn’t enough to grow revenue. To transform new traffic into sales, you also need to make sure your user experience is close to perfection.

It’s getting tougher to keep the user’s attention, which is why your website should be entirely optimised. Keep visitors focused long enough to convert them.

Reduce uncertainty, uncover areas of weakness on your website, and improve customer experience to stay ahead of competition and grow revenue.

By keeping your customers happy and satisfied, you’re more likely to see them return, spend more and recommend your business to others.

*So where does optimisation start?*

Evosite advise reviewing all of your account's history, including all keywords, adverts, impressions, and clicks to identify where you can make improvements to your ROI.

And as digital continues to take over, consumers are proactively looking for reviews. Third-party validation has become essential, which is why collecting reviews is a good way to appease consumers who have taken up a new way of making a purchase decision, while also improving your search and paid search performance.

If this sounds of interest, you can learn more about reviews and SEO by checking out our complete guide to reviews below:

Se démarquer dans les recherches