Customer ratings and reviews are a great form of user-generated content because they provide a stream of relevant and fresh content, keywords, and backlinks. This is why search engines take them into account when ranking your website for any search query.
Fill the gaps in your website
It’s not always possible or beneficial to produce a lot of content for your website. Fortunately, customer reviews can do the work for you. Search engines use them to see if your site is active and helpful to your customers, so they can crawl it and make it more visible to shoppers.
Increase long-tail keyword traffic
Customers also tend to describe your product or service when leaving a review, allowing you to see how they are putting their ideas into words. From there, you can identify what long-tail keywords matter the most to your audience, so you can refine your SEO strategy and brand messaging.
More stars mean more conversions
Studies show that 90% of consumers check for local reviews before visiting a business. If they see that you have high star ratings in the search results, you’re more likely to earn their trust.