How to Use Business Reviews to Build Backlinks for SEO 2021

Learn how to use business reviews to build backlinks for SEO in 2021. Why are backlinks to your sites important?

MarTech Advisor analyzed 600,000 keywords from SEMrush’s database in 2020. They concluded that clients’ Google ranking could increase from #18 to #1 by using link building. They stated:

Backlinks to your website can garner traffic, build credibility, and help your brand rank higher on search engines. That’s why it is vital to make link building a part of your SEO plan.

What are Backlinks?

SEO guru Neil Patel defines backlinks as “A backlink is a link that goes from an external URL to your website. If another website links to a page on your website, you receive a backlink.”

Moz, another SEO expert company, defines backlinks as, “A backlink is a link created when one website links to another. Backlinks are also called "inbound links" or "incoming links." Backlinks are important to SEO.”

So, getting other websites to link to your website is good SEO. But, is it good enough?

Are All Backlinks Good SEO?

No, that’s because in the early years of SEO websites bought links and got links from irrelevant sites (nothing to do with the site’s industry or topic). This form of “link stuffing” infuriated Google which created algorithms to punish sites using this tactic.

Thus, Google ranks each backlink on the relevancy of the receiving website (or blog post or web page) main topic and industry.

For example, a used car dealership linking to a law firm’s site becomes irrelevant. While the same used car dealership linking to an auto insurance site or Ford Motors site becomes relevant.

Best SEO Practices Requires Relevant Backlinks

Ask any digital marketing company about the importance of relevant backlinks to your company’s site. Moz explains the importance of backlinks to SEO, “Backlinks are especially valuable for SEO because they represent a ‘vote of confidence’ from one site to another.”   

But, Moz clarified the above quote by declaring that “Google gives more weight to links from topically relevant links”.

Thus, you need to seek backlinks relevant to your blog post or web page topic and your website’s industry.

How does the Relevant Links Effect SEO?

Think about your website’s relevant topics. What is your business about? Where does your business fall within accepted industry categories? What keywords summarize your business?

The answer to these questions defines your business relevance.

Do Social Media Backlinks Help with Your Rankings?

A link from the popular TikTok social media music channel doesn’t help your site with Google rankings. Unless your site promotes music.

In 2014, Matt Cutts, who headed a Google team, noted that Facebook, Twitter, and other social media channels linking to other sites won’t help with Google algorithms rankings.

But, in a non-dated blog post, SEO guru Neil Patel claims that social media backlinks can help with Google SERPs. Thus, SEO experts differ on the usefulness of social media backlinks with Google SERPs.

Moz, the huge marketing company, provides a blog post and comments debating if a Facebook backlink helps with SERPs. 

So, let’s get back to my topic.

Always Perform Ethical Link Building

The worst thing is hiring an unethical link building company that performs link stuffing. Google penalizes link stuffers by:

• Giving the website a lower ranking;
• Removing the website from its rankings; and
• Blacklisting the website.

That’s why you need relevant backlinks to your site, blog posts, and web pages.

Here’s how to get them.

How to Use Business Reviews to Build Backlinks for SEO 2021

Now that you understand the importance of seeking relevant links you need to find them. One option includes hiring an expensive link building company if you find an ethical one who won’t get you into trouble with Google.

Another option involves hiring workers to contact all relevant websites asking for a link back. This also gets expensive as thousands of such websites exist. Also, it becomes time-consuming to research the relevant ones, email them, wait for replies, and then create the link.

Don’t hire expensive link building companies or spending many hours writing to websites asking for a backlink. Here’s an easier, faster, and cheaper way.

Follow these steps to get them.

Start with Business Review Sites in 2021

I’m going to set out a list of business review sites for you to sign up with to receive reviews of your business. But first, let me point out the advantages of online business reviews.

Many benefits of getting online business reviews exist. One benefit includes helping your business to rank higher with Google. Also, good reviews are good for business.

Bright Local surveyed local consumer reviews and found:

• 82% of consumers viewed online local businesses reviews;
• 70% of consumers looked at several online review sites before choosing a local business;
• 79% trusted online reviews like personal endorsements; and
• 73% felt positive customer reviews made them trust a business.

According to Review Trackers, an online review website boosts your local SEO performance.

How Important are Customer Reviews of a Website?

Websites displaying online customer reviews and ratings help attract new customers. Of course, the reviews and ratings must praise the business and services. Recent research supports this.

Review Trackers found 53% of consumers conducting local business searches usually visit the business within 48 hours of searching.

Review Trackers also found three factors most important to searchers:

1. Photos of the business;
2. Reviews; and
3. Google SERPs rankings of the business.

Also, Review Trackers concluded that online reviews carry more weight than advertising, branded social media content, and Google search engine results.

Thus, online reviews gain more trust from consumers.

General Business Review Sites for Any Business

Here’s the complete list. I will provide more details about some of these below including how to register.

1. Google My Business;
2. Yelp;
3. Facebook;
4. Yahoo! Local Listings;
5. Trustpilot;
6. Foursquare;
7. BBB (Better Business Bureau);
8. Yellowpages;
9. Manta;
10. SuperPages;
11. Citysearch;
12. MerchantCircle;
13. Dex;
14. YellowBot;
15. CYLEX;
16. Insider Pages;
17. Judy’s Book;
18. PlanetRate;
19. Angie’s List;
20. Bing Places;
21. Business Consumer Alliance;
22. HundredX;
23. Business.com;
24. ConsumerAffairs;
25. Expresit; and
26. Citysearch.

Employer Review Sites 

Another business review includes employees reviewing their companies (employers) sites. Consumers and employment applicants search these sites to learn how the company treats its employees.

Get your employees to review your company. Consumers often search these sites to see what the employees think of their company and boss.

1. Glassdoor

The biggest online site for reviewing employers. It's all about how employers treat their employees. Glassdoor reviewed 540,000 companies and boasts over 30 million users. Negative reviews from your employees hurt your business reputation. So, treat your employees well so they write positive reviews to help your brand.

Create a free account and ask you're happy employees to review you. Glassdoor provides easy tracking and the ability to respond to all reviews. For instance, create an email alert every time a new review gets posted. Acknowledge the positive reviews and positively respond to the negative ones.

To register for free, go to their Glassdoor for Employers page. Click on the green “Sign Up” and fill out their free employer account form. Glassdoor asks you for:

• Basic information like company name and your full name;
• Your job title, work email address, number of available jobs, and a profile password; and
• Confirm your company role by checking a box verifying if you represent the company’s PR, HR, marketing, or recruiting department.

After submitting the form, Glassdoor’s Community team verifies all information. The process may take up to three business days.

2. Indeed

Indeed, claims over 180 million monthly unique visitors. This site contains job openings and rates and reviews companies including employees’ experiences. 

Register for free and visit their Indeed Company Pages and seek your company. If it exists, click on “Claim this company page” on the right side of the page. It gives you the option to add your logo, write a company description, add useful business information, and link to your website. 

3. Comparably

A new employer review site focusing on company culture and compensation. Also, rates diversity, gender, and overall culture.

4. The Muse

Started as career advice and job board site. Then, it expanded to include company and employer reviews and ratings.

Includes an employee video section with up to two-minute-long videos about employee experience and company culture.

5. Vault

The Vault contains employer reviews, rankings, and ratings for over 5,000 companies in 120 industries. More than a mere employee review site. Vault does its own company research with in-depth information on every department.

While the Vault offers a free service (overview and some ranking data), you get a lot more by paying a fee. These include industry reputation, quality of life, interview process, and salary & benefits.

They even list the 50 Happiest Companies in America.

6. CareerBliss

A trending employer review site helping job seekers with useful information about employers. Better salary details than Glassdoor including specific positions compared to national and geographical averages.

They offer “8 million job postings, 4 million salaries, and 700,000 company reviews” on their site. Also, every year they list the “Happiest Companies to Work For”. But currently, they list “The Happiest Companies During COVID-19”. 

7. The Job Crowd

Focuses on specific job titles and positions. They ask employees what is the best and worst things about companies and employers. They provide an employer profile with information about salaries, working hours, and job interview tips.

 8. Great Place To Work

Offering very in-depth employer reviews. Instead of individual employee reviews, they provide a collective rating system of all current employees who answer a survey anonymously. Their survey asks about:

• Atmosphere;
• Challenges;
• Communication;
• Leadership;
• Pride; and
• Rewards.

9. Kununu

Kununu offers job seekers an inside view of the company before applying with authentic employee reviews. They encourage employees to share their real work experience.

They help employers by helping them understand how their employees feel about the company. Key aspects of work-life and culture showcased. If positive, attracts better talent. Kununu maintains its own score, recommendation rate, and culture ratings.

10. FairyGodBoss

Focuses on female employees and what they think about how the company treats men and women equally and fairly. Plus, if they would recommend the company to other women.

Based on data like company culture, salaries, and flexibility they list their “Best Companies for Women” with their overall score. 

Tips on Several Business Review Sites for 2021

Explaining how to register for every one of the 26 business review sites will add 10,000 words to this blog post.

Instead, I provide you with some important tips for several of these sites:

Yelp

Yelp began reviewing restaurants. But, expanded to other industries. It now specializes in reviews of local businesses.

A Merchant Warehouse study revealed that 93% of Yelp users purchase businesses they searched on the site. A Nielsen study shows that 82% of Yelp users visit the business when ready to make a purchase.

Read this guide about how to avoid the “Dangers of Yelp Business Reviews”. Yelp allows you to respond to reviews to show other viewers your dedication to providing a positive customer experience. Also, read Yelp’s sections advising how to better connect with your clients and customers called Biz Help.

Claim your business on Yelp by visiting https://biz.yelp.com/claiming. And then:

• Click the “Claim my Business” button;
• Enter the name and geographical location of your business;
• If your business appears on their list follow the validation steps;
• Yelp sends you its validation by email; and
• Follow the instructions in the email to access your Yelp profile. 

Google My Business 

Read this helpful guide about “How to Get Google Reviews”. Google’s algorithm uses location and distance rankings for improved local search results. You must create a verified account with local directories and Google My Business. Get comments, reviews, pictures, etc. to boost your Google search rankings. Also, includes your information and reviews into Google Maps for more exposure.

Better Business Bureau 

The BBB charges a fee for a listing. Also, you must obey their  BBB’s Code of Conduct which includes U.S. trade and advertising laws. Avoiding complaints about your business makes your company look good. Displaying the BBB badge on your site lets viewers think you run a business with integrity which makes the fee worthwhile.

Facebook 

Facebook boasts more than 2.7 billion monthly users making it the largest social media channel. Also, take advantage of the Facebook Ratings & Reviews on the left side of your Facebook Page. Visitors may post reviews or ratings of your business.

While it's free to create a business page, businesses find their Facebook Ads very effective. Lets you focus on locations, age groups, and other demographics for easy customer targeting.

Expresit's Business Page 

Their motto “Celebrate publicly, fix privately” needs explaining. All good reviews from customers, clients, and employees get published on its business page. Yet, negative reviews go straight to the business owner to privately fix any issues.

ConsumerAffairs 

Besides reviews, Consumer Affairs provides resources to help businesses. Like their articles about how reviews build strong reputations leading to increased revenues. Also, how to convert bad customer experiences into positive ones.

Sign Up by using your email address or several social media channels like Facebook, Yelp, Twitter, etc.

PlanetRate 

Doesn’t limit industries so any business can register to collect reviews. Users write in-depth reviews in the category you create or already fall into. This makes it easier for potential customers to find long reviews about your business. 

Judy’s Book

Isn’t free, but paid membership provides worthwhile perks. Customers review your business for free. Testimonials you get via emails, social media, and letters you get to post them for free on your business page.

Your membership allows you to perform competitor tracking and a free mobile listing. Also, a Judy’s Book listing gets you higher search engine rankings.

Trustpilot 

A community-driven consumer reviews platform. Began in Sweden and expanded to 66 counties, including the U.S. Customers write reviews on specific products and the sellers, making it third-party verified.

The basic free version allows you to set up a profile page and collect customer reviews. The paid version lets you customize review invitations, link review data to your business system, and share reviews and ratings on social media.

Manta  

Created a customer review site for small to medium-sized businesses. Manta organizes searches based upon keyword relevance. Then it shows the keyword relevant companies with contact information to quickly connect with them.

Manta ranks your business based on the relevant keyword search. Reviews appear at the end of each business listing products, services, and features before the reviews. Thus, customers see the reviews as a final selling point for making a purchase.

 HundredX 

Offers a customer service tool and a review site. You create an account and ask your customers to provide reviews after you worked with them.

HundredX provides tools to make the process easy by sending out surveys and collecting feedback on your behalf. This way your customer service staff don’t manually find reviews from third-party sites.

One benefit is that reviews remain private. Bad reviews remain private so you can fix the problems. It’s up to you which reviews to use on your website. 

SuperPages

Potential customers find your business on SuperPages based on the distance from them. They see your business information, address, and hours you operate. It also gives the industry subcategory and overall rating.

When a user clicks on your business it shows your location on a map with a summary of all reviews. Visitors see what others say about your business. SuperPages lets you post promotional coupons and online videos to boost your business.

Claim your business on SuperPages by going to their Contact Page to call them or fill out their online form.

Conclusion

Hopefully, you learned how to use business reviews to build backlinks for SEO in 2021.

Websites need more backlinks. Getting them takes money if you rely on link building companies to do the work for you. Also, you can hire staff to contact relevant sites for backlinks. Or, you reach out to relevant websites to seek backlinks yourself.

But, not all backlinks help your SEO rankings.

As I mentioned above, social media backlinks alone do not help with getting higher Google search rankings. Unless, they become relevant to your business and the topic of your online article, blog post, or web page.

Many people use social media to seek backlinks. Lots of marketing advice exists about how social media helps to collect backlinks, And, many SEO experts debate their value. But, finding pertinent topics to make the backlink relevant to your business becomes difficult.

That’s why relevant business reviews work best for backlink building in 2021. After all, they review your business. Sign up for all 26 of the business review sites listed above.

Also, sign up for the extra 10 employer review sites listed separately above. But first, make sure all your employees love you and your company.

That’s 36 relevant backlinks for your site. Plus, every review and comment adds more backlinks.

The power of review sites increases by the more engagements they create.  

Steven Rich, MBA

Copyright ? 2021 by Steven Rich, MBA

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