How to Use Reviews in SEO?

Including customer reviews on your website is vital for customers’ decision-making process, as around 95% of consumers read reviews before making a purchase. Reviews are also an incredibly powerful tool when it comes to SEO (search engine optimisation).

Customer reviews are fundamental when it comes to increased visibility and higher rankings on search engines such as Google. In this article, we explain the most appropriate and effective ways to use product reviews to boost SEO.

Make it easy to leave reviews

First, it’s important that customers can quickly and easily leave reviews on your website – and have access to other customer reviews. Provide highly visible links to reviews on every page and for every product. This shows customers that your business is open to scrutiny and trustworthy.

Not all reviews may be positive and customers that read negative reviews are usually interested in the way your company reacts to address any issues. An effective response can turn a negative into a positive.

Provide content for Google

Product reviews can contain high-performing keywords. They can also contain original, relevant phrasing that helps Google and other search engines recognise what your business has to offer.

It is also useful to provide external links to review sites and any social media platforms that may contain product reviews. These can provide fresh and authentic information for search engines.

Drive website traffic and longer sessions

Product reviews can bring more visitors to your site and encourage them to spend more time there. Search engine algorithms notice this and look for websites that offer great ‘customer experiences’. Search engines want to reward sites where visitors engage with content and spend considerable time browsing each product page. This is also more likely to turn visits into sales.


According to research by, 63% of customers are more likely to buy from a site that contains customer reviews.

More click-throughs using review snippets

Google recognises websites that answer search queries and are most relevant to user search terms. Google also wants to know the number of click-throughs to your site for each search query. Product reviews can boost the number of click-throughs your site achieves with review snippets. These can appear in the form of rich results or Google knowledge panels, which may display brief excerpts of product ratings and the number of stars given.

By using review snippets, customers can quickly engage with your brand. This in turn increases click-through rates and proves your site’s popularity to Google, thus improving your page rankings.

Refine keyword strategy with reviews

Review content is from the most valuable source – your customers. It follows then that the keywords, phrases, and language used in customer reviews are particularly relevant to your brand. The language should be given attention and analysed to help inform your brand’s keyword strategy.

It’s a good idea to include review content for on-page website SEO. It can also help shape the way you describe brand attributes, and help direct marketing communications messages. This will ensure your website contains the language and phrasing that your customers identify with.


It’s clear that reviews can play an integral part in SEO. You can improve communication with your customers by placing reviews at the forefront of your SEO strategy. Reviews can help provide positive metrics and authentic content for Google and other search engines. By harnessing the information reviews provide, your company can enhance your brand’s online presence very effectively.


On Key

Related Posts