Recently, a post was written about the prevalence of fake reviews, by Kevin Lee of Search Engine Land, about how they are damaging consumer trust and why it is a bad move that will lead to permanent repercussions to attempt to use them yourself.
The reason for this problem is that online reviews have such a great influence over consumers’ purchasing decisions, as well as the performance of brands in the search engines. But luckily, steps are being taken by major review sites, including Amazon, Google and Yelp, to combat this issue.
Now is a good time to address how to approach online reviews in an ethical way that will help create long-lasting, positive results for brand perception and search engine traffic.