If you’re selling a useful product at the right price and actively providing great customer service, then having a review section on your site could boost your appearance in the search rankings, as well as increasing loyalty and trust in your brand.
By allowing customers to write about your products on individual product pages, you’d be encouraging the use of natural language and unknowingly optimising those pages for a whole host of long tail keywords. For example, if someone was looking for a pair of “really comfortable winter boots” and one of your customers had used the words really comfortable in a review comment, this could trigger your appearance in those search results.
Implementing a product review section is also an essential step towards increasing both the trust of the customer and the search engines in your company. And with Google’s ever increasing focus on quality sites, getting a host of good reviews may end up improving their opinion of your website.
However, there will be companies that still worry about the potentially negative impact on their reputation that often accompanies the implementation of a review section. But the fact is, if people don’t like your product or service, they will most likely be talking about it somewhere else already. So be transparent and allow them to comment on your weaknesses, and start looking to offer a solution to their problems. This could be your best chance to convert your disgruntled customers into brand evangelists!