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Marketing Analytics: The Simple Guide

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Marketing Analytics: The Simple Guide

Marketing analytics is the measurement and analysis of marketing data to seek patterns and insights that can improve marketing performance.

If you’re doing digital marketing, you’re swimming in a vast pool of actionable data. But if you’re not using tools and techniques to discover, analyze, and interpret this data, then you’re swimming with your eyes closed.

To help you learn what marketing analytics can do, we’ll cover the following:

Why marketing analytics is important

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First, marketing analytics can answer questions vital to any business, no matter the size. Here are a few common questions: How are our campaigns performing? Are we spending money on the right marketing channels? How do we compare to our competitors?

Knowing those things is great, but it gets even better. Measuring marketing performance opens the door to improving it. For instance, if you notice your PPC campaigns on Facebook are starting to bring less traffic, you can do something about it. You can try improving the ads or even moving your marketing budget elsewhere and then comparing results.

Or maybe you’re in a situation where you need to set goals for yourself, your team, or your contractors. You can base those goals on an analysis of past performance and get a quantifiable reference point. How else will you know if, let’s say, increasing website traffic by 15% in one month is enough or even doable?

Finally, data can help you get your point across because numbers are persuasive. You can use real numbers from your past marketing efforts to prove that you’re positively impacting the business. Marketing analytics can also help make well-grounded predictions that you can use to fuel your marketing strategy, e.g., securing a higher budget for the next quarter.

How to use marketing analytics

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Let’s take a look at some of the ways you can use marketing analytics for business growth.

Report on the past

The past is super important to marketers. It’s because the story with marketing usually goes like this: First, you use some marketing tactic. Then you give it some time to generate results. Finally, you check on those results.

On that note, marketing analytics will help you answer questions such as:

  • How much organic traffic did our content generate last quarter?
  • How many new leads did Campaign A generate compared to Campaign B?
  • What was the conversion rate from trial sign-ups to paid subscriptions?
  • What was the average cart abandonment rate last year?

The good news is that more often than not, marketing analytics software does the tracking and measuring of the most popular metrics automatically. But the important thing is to set up those tools as soon as possible to avoid data gaps.

Analyze the present

Marketing analytics can answer some more “timely” questions too, such as things related to patterns in customer behaviors, trends, current budget spending, etc. For example:

  • Why is organic traffic to our blog decreasing?
  • What percentage of our customers use the [feature] of our product?
  • What is the lifetime value of our customers?
  • What is our current ranking for [query] in Google?

And when you’ve got insights into your past performance and present state of affairs, you’re all set to take on a task that marketers are asked to do (but few can deliver) all the time: predict the future.

Predict the future

Enter predictive analytics or, in other words, making data-driven assumptions about what can happen in the future. Predicting the future is why marketers are not simply reporting for reporting’s sake.

For example, if a marketer is able to prove a positive return on investment of a given marketing tactic based on past performance, they can forecast the future performance quite accurately. Often, this is enough to get the marketing budget they need.

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Here, we also enter the realm of prescriptive analytics, the type of analytics that answers the question, “What should be done?” For example:

  • Which type of page layout should we use? You can use an A/B testing software to test your options.
  • What type of message should we send to a prospect to increase our chances of converting them? Marketers can build models of optimal conversion paths and then test them by setting up automated email workflows.
  • What keywords should we target in our content? SEOs and content marketers do keyword research for that.

Compare with competitors

Marketing analytics can help you turn your competitors into allies (almost). Thanks to data from various competitive analysis methods, it’s possible to learn from someone’s mistakes or emulate someone’s success.

For example, to identify gaps in your content, you can run a content gap analysis using Ahrefs in just a few clicks and see what keywords your competitors rank for that you don’t.

Content Gap report results

How to start the marketing analytics process (four steps)

Whether you want to perform ad hoc analytics or develop a set of metrics that will appear in recurring reports, this simple four-step process will help you focus on what’s most important.

1. Identify what you want to measure

As you can see in the paragraphs above, there are a lot of different things that marketing analytics software can track and measure for you. But this creates a temptation to just dive in and look for any kind of insight.

While you may find some this way, it’s more effective to determine what you’ll be looking for first and leave less to chance. In other words, if your analytics tool were a person, what questions would you like them to answer?

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For example, let’s say you’re investing heavily in creating content designed to rank on Google Search. Since your competitors are doing the same thing, you’ll want to know this: How visible is my content on the SERPs compared to them? This is a metric known as the share of voice (SOV).

So now that we have our sample research question in place, we can move on to the next step.

2. Assess your capabilities

There are two questions to ask here:

  1. Do you have access to quality data?
  2. Do you have the skill to extract and process the data?

And there is no other way to answer these than to learn more about your research question.

This step may sound trivial, but it’s actually a critical one. Because if you dive headfirst into an analytics problem that is best left to someone else (e.g., a data scientist or an external consultant), chances are you will just waste time instead of better spending it on something else.

And this is a common problem among marketing teams. A study revealed that only 1.9% of marketing leaders reported their companies have the right talent to leverage marketing analytics.

Whatever your research question may be, just try Googling it first. It’s likely someone has already created a product or service to solve your problem. For instance, a basic query like “share of voice” could lead you to our how-to article.

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Google SERP for "share of voice"

3. Gather data using marketing analytics tools

Continuing our example of calculating SOV, we learn (after doing some quick research online) that you can solve this problem without any special skills by using an SEO tool like Ahrefs. To illustrate, one of the methods consists of three steps:

  1. Set keywords you want to track and paste them into Ahrefs’ Rank Tracker
  2. Set competitors’ domains you want to match against
  3. Go to the Competitors report and see your data automatically calculated and visualized in the “Visibility” tab
Visibility report showing key data. Below is a line graph of the key data on Ahrefs and its competitors

The Visibility report shows what percentage of all clicks for the tracked keywords land on the target websites.

4. Draw conclusions

Rank Tracker’s Visibility report allows you to analyze the present by making comparisons to your competitors, and it even lets you report on the past SOV. You can do even more if you try to find the reasons behind those numbers and come up with some solutions for future improvements. This is even if you’re generally outperforming your competitors at the moment.

Right below the Visibility report, you can see a report of keyword positions in comparison to your competitors’. And if you sort the results by one of your competitors, you will see keywords for which they perform better than you.

List of keywords, as well as corresponding rankings of Ahrefs, Moz, etc. Sorted results show keyword rankings where Moz outperforms Ahrefs

That knowledge is a great starting point for pinpointing underperforming content and then using SEO tactics to improve rankings. Examples:

  • Getting more backlinks
  • Updating content
  • Optimizing page speed
  • Boosting pages with internal links

Basically, in our four-step process, we went from an idea on what to measure to finding exact areas of improvement in our marketing efforts. And that’s the heart of marketing analytics.

Three marketing analytics tools we use at Ahrefs

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Data is at the core of Ahrefs’ marketing activities. And as with most SaaS companies, our martech stack consists of many different tools. Here are some that we use for marketing analytics.

1. Ahrefs

Ahrefs is our all-in-one SEO toolset that helps millions of marketers to optimize their content to rank higher and get more traffic from search engines. And since our core marketing tactic is content marketing, Ahrefs is a tool we can’t live without. We use it mainly for:

  • Finding topics to write about.
  • Studying how to structure our blog posts.
  • Choosing which articles to update.
  • Finding outreach prospects.
  • Studying competitors.
  • Monitoring our performance on search engines.
  • Finding technical SEO issues.

To illustrate, let’s take a closer look at the first point from the above list.

We want to help people get better at SEO and marketing, so we create educational content. We study what people want to learn, the traffic potential of those topics, and how hard it would be to rank our content on Google to get that traffic.

Let’s look at an example. Here, we can see that if we write an article about B2B marketing, we will be looking at an estimated monthly organic traffic of 2K in the U.S. alone. We will also likely need links from about 81 websites to rank in the top 10 in that country. And just like that, we have found a data-driven premise to decide whether to target that keyword or not.

Overview for keyword "b2b marketing"

If you’re curious about the details of the keyword research process, check out the video below:

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https://www.youtube.com/watch?v=OMJQPqG2Uas

2. Google Search Console

Google Search Console (GSC) is a free SEO tool designed for monitoring and troubleshooting websites’ appearances in search results.

Among many features, GSC shows the exact number of visits from Google’s SERPs to a website. Since only Google can do that with this accuracy (other tools use estimates), we use GSC to mainly monitor the exact amount of organic traffic coming from Google Search to our pages.

With this knowledge, we can improve pages that are decreasing in traffic or try to improve the CTRs of pages that are ranking high but don’t get clicked on as often as they should (in our opinion).

Query "diy seo" with corresponding data, including CTR and position

Thanks to data from GSC, we can easily identify pages with high keyword rankings but low CTRs. For example, an article targeting the keyword “diy seo” could probably do better based on its position.

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3. Matomo

Matomo is a web analytics tool that is often regarded as the “ethical alternative” to Google Analytics, as it takes a more progressive stance toward data ownership and privacy. This is also one of the reasons we chose this tool.

Matomo has all the standard features you’ll expect to help you understand where users come from and how they interact with your website. Things like traffic sources, channel attributions, user flows, goal conversions, cohorts, etc. What’s more, it hosts some tools that you can’t find in other popular alternatives.

For example, we found Matomo to be helpful in an experiment where we compared different banner placements on our website. Instead of guessing the best placement, we appended tracking parameters to some links to see the click performance and decide where would make the most sense to keep the banner.

Banner of Ahrefs' SEO course on our "Free Keyword Generator" page

Is this a good spot to place this banner? We let our users decide.

Table showing results of click performances of some pages

Results of our quick experiment. Conclusion: turn off the banner on the worst-performing page.

Final thoughts

In this article, I aimed for a quick, digestible introduction to the world of marketing analytics. And I hope it is enough to get you interested in learning more about this topic. After all, digital marketing is virtually impossible to do without it.

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As you dive deeper into marketing analytics, it will get more complicated than what we’ve discussed here. But on the other hand, it gets more interesting too. For example, there are methods where you can use machine learning for prescriptive analytics to uncover areas of improvement.

Also, if you’re interested in data analysis and want to make it one of the pillars of your marketing career, here’s some good news for you: Data-driven marketing is an important trend in the industry; in my opinion, it’s most likely here to stay. So getting some kind of data analytics certification relevant to your specialization is probably a good idea.

On a final note, to implement marketing analytics effectively (especially the more advanced type) in your organization, you will need the buy-in of other stakeholders. In other words, you will need a favorable company culture, aka data culture. Obviously, it’s not the data that matters the most, but what you do with it.

Got questions or comments? Ping me on Twitter.




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A Guide to Star Ratings on Google and How They Work

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A Guide to Star Ratings on Google and How They Work

The elusive five-star review used to be something you could only flaunt in a rotating reviews section on your website.

But today, Google has pulled these stars out of the shadows and features them front and center across branded SERPs and beyond.

Star ratings can help businesses earn trust from potential customers, improve local search rankings, and boost conversions.

This is your guide to how they work.

Stars And SERPs: What Is The Google Star Rating?

A Google star rating is a consumer-powered grading system that lets other consumers know how good a business is based on a score of one to five stars.

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These star ratings can appear across maps and different Google search results properties like standard blue link search listings, ads, rich results like recipe cards, local pack results, third-party review sites, and on-app store results.

How Does The Google Star Rating Work?

When a person searches Google, they will see star ratings in the results. Google uses an algorithm and an average to determine how many stars are displayed on different review properties.

Google explains that the star score system operates based on an average of all review ratings for that business that have been published on Google.

It’s important to note that this average is not calculated in real-time and can take up to two weeks to update after a new review is created.

When users leave a review, they are asked to rate a business based on specific aspects of their customer experience, as well as the type of business being reviewed and the services they’ve included.

For example, “plumbers may get “Install faucet” or “Repair toilet” as services to add,” and Google also allows businesses to add custom services that aren’t listed.

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When customers are prompted to give feedback, they can give positive or critical feedback, or they can choose not to select a specific aspect to review, in which case this feedback aspect is considered unavailable.

This combination of feedback is what Google uses to determine a business’s average score by “dividing the number of positive ratings by the total number of ratings (except the ones where the aspect was not rated).”

Google star ratings do have some exceptions in how they function.

For example, the UK and EU have certain restrictions that don’t apply to other regions, following recent scrutiny by the EU Consumer Protection Cooperation and the UK Competitions and Market Authority about fake reviews being generated.

Additionally, the type of rating search property will determine the specifics of how it operates and how to gather and manage reviews there.

Keep reading to get an in-depth explanation of each type of Google star rating available on the search engine results pages (SERPs).

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How To Get Google Star Ratings On Different Search Properties

As mentioned above, there are different types of Google star ratings available across search results, including the standard blue-link listings, ads, local pack results, rich snippets, third-party reviews, and app store results.

Here’s what the different types of star-rating results look like in Google and how they work on each listing type.

Standard “Blue Link” Listings And Google Stars

In 2021, Google started testing star ratings in organic search and has since kept this SERP feature intact.

Websites can stand out from their competitors by getting stars to show up around their organic search results listing pages.

Screenshot from SERPs, Google, February 2024Text result showing google star ratings in the SERPs

How To Get Google Stars On Organic SERPs

If you want stars to show up on your organic search results, add schema markup to your website.

Learn how to do that in the video below:

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As the video points out, you need actual reviews to get your structured data markup to show.

Then, you can work with your development team to input the code on your site that indicates your average rating, highest, lowest, and total rating count.

structured markup example for google star ratings and reviewsScreenshot JSON-LD script on Google Developers, August 2021structured markup example for google star ratings and reviews

Once you add the rich snippet to your site, there is no clear timeline for when they will start appearing in the SERPs – that’s up to Google.

In fact, Google specifically mentions that reviews in properties like search can take longer to appear, and often, this delay is caused by business profiles being merged.

When you’re done, you can check your work with Google’s Structured Data Testing Tool.

Adding schema is strongly encouraged. But even without it, if you own a retail store with ratings, Google may still show your star ratings in the search engine results.

They do this to ensure searchers are getting access to a variety of results. Google says:

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“content on your website that’s been crawled and is related to retail may also be shown in product listings and annotations for free across Google.”

If you want star ratings to show up on Shopping Ads, you’ll have to pay for that.

Paid Ads And Google Stars

When Google Stars appear in paid search ads, they’re known as seller ratings, “an automated extension type that showcases advertisers with high ratings.”

These can appear in text ads, shopping ads, and free listings. Both the star rating and the total number of votes or reviews are displayed.

In addition to Google star ratings, shopping ads may include additional production information such as shipping details, color, material, and more, as shown below.

Google shopping ads showing star ratingsScreenshot from SERPs ads, Google, February 2024Google shopping ads showing star ratings

Paid text ads were previously labeled as “ads” and recently have been upgraded to a “sponsored” label, as shown below.

paid ad showing google star ratingsScreenshot from SERPs ads, Google, February 2024paid ad showing google star ratings

How To Get Google Stars On Paid Ads

To participate in free listings, sellers have to do three things:

  • Follow all the required policies around personally identifiable information, spam, malware, legal requirements, return policies, and more.
  • Submit a feed through the Google Merchant Center or have structured data markup on their website (as described in the previous section).
  • Add their shipping settings.

Again, some ecommerce sellers who do not have schema markup may still have their content show up in the SERPs.

For text ads and shopping ads to show star ratings, sellers are typically required to have at least 100 reviews in the last 12 months.

Paid advertisers must also meet a minimum number of stars for seller ratings to appear on their text ads. This helps higher-quality advertisers stand out from the competition.

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For example, text ads have to have a minimum rating of 3.5 for the Google star ratings to show.

Google treats reviews on a per-country basis, so the minimum review threshold of 100 also applies only to 1 region at a time.

For star ratings to appear on a Canadian ecommerce company’s ads, for example, they would have to have obtained a minimum of 100 reviews from within Canada in the last year.

Google considers reviews from its own Google Customer Reviews and also from approved third-party partner review sites from its list of 29 supported review partners, which makes it easier for sellers to meet the minimum review threshold each year.

Google also requests:

  • The domain that has ratings must be the same as the one that’s visible in the ad.
  • Google or its partners must conduct a research evaluation of your site.
  • The reviews included must be about the product or service being sold.

Local Pack Results And Google Stars

Local businesses have a handful of options for their business to appear on Google via Places, local map results, and a Google Business Profile page – all of which can show star ratings.

Consumers even have the option to sort local pack results by their rating, as shown in the image example below.

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Google star ratings on search resultsScreenshot from SERPs local pack, Google, February 2024Google star ratings on search results

How To Get Google Stars On Local Search Results

To appear in local search results, a Google Business Profile is required.

Customers may leave reviews directly on local business properties without being asked, but Google also encourages business owners to solicit reviews from their customers and shares best practices, including:

  • Asking your customers to leave you a review and make it easy for them to do so by providing a link to your review pages.
  • Making review prompts desktop and mobile-friendly.
  • Replying to customer reviews (ensure you’re a verified provider on Google first).
  • Be sure you do not offer incentives for reviews.

Customers can also leave star ratings on other local review sites, as Google can pull from both to display on local business search properties. It can take up to two weeks to get new local reviews to show in your overall score.

Once customers are actively leaving reviews, Google Business Profile owners have a number of options to help them manage these:

options to manage review on google business profileScreenshot from Google Business Profile Help, Google, February 2024options to manage review on google business profile

Rich Results, Like Recipes, And Google Stars

Everybody’s gotta eat, and we celebrate food in many ways — one of which is recipe blogs.

While restaurants rely more on local reviews, organic search results, and even paid ads, food bloggers seek to have their recipes rated.

Similar to other types of reviews, recipe cards in search results show the average review rating and the total number of reviews.

recipe search results on desktopScreenshot from search for [best vegan winter recipes], Google, February 2024recipe search results on desktop

The outcome has become a point of contention among the food blogging community, since only three recipes per search can be seen on Google desktop results (like shown in the image above), and four on a mobile browser.

These coveted spots will attract clicks, leaving anyone who hasn’t mastered online customer reviews in the dust. That means that the quality of the recipe isn’t necessarily driving these results.

Google gives users the option to click “Show more” to see two additional rows of results:

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expanded desktop recipe search resultsScreenshot from SERPs, Google, February 2024expanded desktop recipe search results

Searchers can continue to click the “Show more” button to see additional recipe results.

Anyone using Google Home can search for a recipe and get results through their phone:

Google assistant recipesScreenshot from Elfsight, February 2024Google assistant recipes

Similarly, recipe search results can be sent from the device to the Google Home assistant. Both methods will enable easy and interactive step-by-step recipe instructions using commands like “start recipe,” “next step,” or even “how much olive oil?”

How To Get Google Stars On Recipe Results

Similar to the steps to have stars appear on organic blue-link listings, food bloggers and recipe websites need to add schema to their websites in order for star ratings to show.

However, it’s not as straightforward as listing the average and the total number of ratings. Developers should follow Google’s instructions for recipe markup.

There is both required and recommended markup:

Required Markup For Recipes

  • Name of the recipe.
  • Image of the recipe in a BMP, GIF, JPEG, PNG, WebP, or SVG format.

Recommended Markup For Recipes

  • Aggregate rating.
  • Author.
  • Cook time, preparation time, and total duration.
  • Date published.
  • Description.
  • Keywords.
  • Nutrition information.
  • Prep time.
  • Recipe category by meal type, like “dinner.”
  • Region associated with the recipe.
  • Ingredients.
  • Instructions.
  • Yield or total serving.
  • Total time.
  • Video (and other related markup, if there is a video in the recipe).

To have recipes included in Google Assistant Guided Recipes, the following markup must be included:

  • recipeIngredient
  • recipeInstructions
  • To have the video property, add the contentUrl.

For example, here’s what the structured markup would look like for the recipeIngredient property:

example of structured markup for recipe steps in Google AssistantScreenshot from Google Developer, February 2024example of structured markup for recipe steps in Google Assistant

Third-Party Review Sites And Google Stars

Many software companies rely on third-party review sites to help inform their customer’s purchasing decisions.

Third-party review sites include any website a brand doesn’t own where a customer can submit a review, such as Yelp, G2, and many more.

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Many of these sites, like Featured Customers shown below, can display star ratings within Google search results.

Example of star ratings showing in SERPs from third-party review sitesScreenshot from SERPs listing of a review site, Google, February 2024Example of star ratings showing in SERPs from third-party review sites

Rich snippets from third-party reviews, such as stars, summary info, or ratings, can also appear on a Google Business Profile or map view from approved sites.

For local businesses, Google star ratings appear in different locations than the third-party reviews on a desktop:

third party reviews and google stars on desktop resultsScreenshot from SERPs listing of a review site, Google, February 2024third party reviews and google stars on desktop results

On mobile, ratings are displayed on a company’s Google Business Profile. Users need to click on Reviews or scroll down to see the third-party reviews:

third party reviews in local mobile resultsScreenshot from SERPs listing of a review site, Google, February 2024third party reviews in local mobile results

On a map, the results from third parties may be more prominent, like the Tripadvisor review that shows up for a map search of The Hilton in Vancouver (although it does not display a star rating even though Tripadvisor does provide star ratings):

third party reviews in map resultsScreenshot from SERPs listing of a review site, Google, February 2024third party reviews in map results

How To Get Google Stars On Third-Party Review Sites

The best way to get a review on a third-party review site depends on which site is best for the brand or the business.

For example, if you have active customers on Yelp or Tripadvisor, you may choose to engage with customers there.

third-party reviews in search resultsScreenshot from SERPs listing of a review site, Google, February 2024third-party reviews in search results

Similarly, if a software review site like Trustpilot shows up for your branded search, you could do an email campaign with your customer list asking them to leave you a review there.

Here are a few of the third-party review websites that Google recognizes:

  • Trustpilot.
  • Reevoo.
  • Bizrate – through Shopzilla.

When it comes to third-party reviews, Google reminds businesses that there is no way to opt out of third-party reviews, and they need to take up any issues with third-party site owners.

App Store Results And Google Stars

When businesses have an application as their core product, they typically rely on App Store and Google Play Store downloads.

Right from the SERPs, searchers can see an app’s star ratings, as well as the total votes and other important information, like whether the app is free or not.

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App store reviews in search resultsScreenshot from SERP play store results, Google, February 2024App store reviews in search results

How To Get Google Stars On App Store Results

Businesses can list their iOS apps in the App Store or on the Google Play store, prompt customers to leave reviews there, and also respond to them.

Does The Google Star Rating Influence SEO Rankings?

John Mueller confirmed that Google does not factor star ratings or customer reviews into web search rankings. However, Google is clear that star ratings influence local search results and rankings:

“Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking.”

Even though they are not a ranking factor for non-local organic search, star ratings can serve as an important conversion element, helping you display social proof, build credibility, and increase your click-through rate from search engines (which may indirectly impact your search rankings).

For local businesses, both Google stars and third-party ratings appear in desktop and mobile searches, as seen above.

These ratings not only help local businesses rank above their competitors for key phrases, but they will also help convince more customers to click, which is every company’s search game.

How Do I Improve My Star Rating?

Businesses that want to improve their Google star rating should start by claiming their Google Business Profile and making sure all the information is complete and up to date.

If a company has already taken these steps and wants to offset a poor rating, they are going to need more reviews to offset the average.

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Companies can get more Google reviews by making it easy for customers to leave one. The first step for a company is to get the link to leave a review inside their Google Business Profile:

Ask customers for reviews linkScreenshot from Wordstream, February 2024Ask customers for reviews link

From there, companies can send this link out to customers directly (there are four options displayed right from the link as seen above), include it on social media, and even dedicate sections of their website to gathering more reviews and/or displaying reviews from other users.

It isn’t clear whether or not responding to reviews will help improve a local business’s ranking; however, it’s still a good idea for companies to respond to reviews on their Google Business Profile in order to improve their ratings overall.

That’s because responding to reviews can entice other customers to leave a review since they know they will get a response and because the owner is actually seeing the feedback.

For service businesses, Google provides the option for customers to rate aspects of the experience.

This is helpful since giving reviewers this option allows anyone who had a negative experience to rate just one aspect negatively rather than giving a one-star review overall.

Does Having A Star Rating On Google Matter? Yes! So Shoot For The Stars

Stars indicate quality to consumers, so they almost always improve click-through rates wherever they are present.

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Consumers tend to trust and buy from brands with higher star ratings in local listings, paid ads, or even app downloads.

Many, many, many studies have demonstrated this phenomenon time and again. So, don’t hold back when it comes to reviews.

Do an audit of where your brand shows up in SERPs and get stars next to as many placements as possible.

The most important part of star ratings across Google, however, will always be the service and experiences companies provide that fuel good reviews from happy customers.

More resources:


Feature Image: BestForBest/Shutterstock
All screenshots taken by author

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Top Priorities, Challenges, And Opportunities

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Top Priorities, Challenges, And Opportunities

The world of search has seen massive change recently. Whether you’re still in the planning stages for this year or underway with your 2024 strategy, you need to know the new SEO trends to stay ahead of seismic search industry shifts.

It’s time to chart a course for SEO success in this changing landscape.

Watch this on-demand webinar as we explore exclusive survey data from today’s top SEO professionals and digital marketers to inform your strategy this year. You’ll also learn how to navigate SEO in the era of AI, and how to gain an advantage with these new tools.

You’ll hear:

  • The top SEO priorities and challenges for 2024.
  • The role of AI in SEO – how to get ahead of the anticipated disruption of SGE and AI overall, plus SGE-specific SEO priorities.
  • Winning SEO resourcing strategies and reporting insights to fuel success.

With Shannon Vize and Ryan Maloney, we’ll take a deep dive into the top trends, priorities, and challenges shaping the future of SEO.

Discover timely insights and unlock new SEO growth potential in 2024.

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View the slides below or check out the full webinar for all the details.

Join Us For Our Next Webinar!

10 Successful Ways To Improve Your SERP Rankings [With Ahrefs]

Reserve your spot and discover 10 quick and easy SEO wins to boost your site’s rankings.

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E-E-A-T’s Google Ranking Influence Decoded

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E-E-A-T's Google Ranking Influence Decoded

The idea that something is not a ranking factor that nevertheless plays a role in ranking websites seems to be logically irreconcilable. Despite seeming like a paradox that cancels itself out, SearchLiaison recently tweeted some comments that go a long way to understanding how to think about E-E-A-T and apply it to SEO.

What A Googler Said About E-E-A-T

Marie Haynes published a video excerpt on YouTube from an event at which a Googler spoke, essentially doubling down on the importance of E-A-T.

This is what he said:

“You know this hasn’t always been there in Google and it’s something that we developed about ten to twelve or thirteen years ago. And it really is there to make sure that along the lines of what we talked about earlier is that it really is there to ensure that the content that people consume is going to be… it’s not going to be harmful and it’s going to be useful to the user. These are principles that we live by every single day.

And E-A-T, that template of how we rate an individual site based off of Expertise, Authoritativeness and Trustworthiness, we do it to every single query and every single result. So it’s actually very pervasive throughout everything that we do .

I will say that the YMYL queries, the Your Money or Your Life Queries, such as you know when I’m looking for a mortgage or when I’m looking for the local ER,  those we have a particular eye on and we pay a bit more attention to those queries because clearly they’re some of the most important decisions that people can make.

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So I would say that E-A-T has a bit more of an impact there but again, I will say that E-A-T applies to everything, every single query that we actually look at.”

How can something be a part of every single search query and not be a ranking factor, right?

Background, Experience & Expertise In Google Circa 2012

Something to consider is that in 2012 Google’s senior engineer at the time, Matt Cutts, said that experience and expertise brings a measure of quality to content and makes it worthy of ranking.

Matt Cutts’ remarks on experience and expertise were made in an interview with Eric Enge.

Discussing whether the website of a hypothetical person named “Jane” deserves to rank with articles that are original variations of what’s already in the SERPs.

Matt Cutts observed:

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“While they’re not duplicates they bring nothing new to the table.

Google would seek to detect that there is no real differentiation between these results and show only one of them so we could offer users different types of sites in the other search results.

They need to ask themselves what really is their value add? …they need to figure out what… makes them special.

…if Jane is just churning out 500 words about a topic where she doesn’t have any background, experience or expertise, a searcher might not be as interested in her opinion.”

Matt then cites the example of Pulitzer Prize-Winning movie reviewer Roger Ebert as a person with the background, experience and expertise that makes his opinion valuable to readers and the content worthy of ranking.

Matt didn’t say that a webpage author’s background, experience and expertise were ranking factors. But he did say that these are the kinds of things that can differentiate one webpage from another and align it to what Google wants to rank.

He specifically said that Google’s algorithm detects if there is something different about it that makes it stand out. That was in 2012 but not much has changed because Google’s John Mueller says the same thing.

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For example, in 2020 John Mueller said that differentiation and being compelling is important for getting Google to notice and rank a webpage.

“So with that in mind, if you’re focused on kind of this small amount of content that is the same as everyone else then I would try to find ways to significantly differentiate yourselves to really make it clear that what you have on your website is significantly different than all of those other millions of ringtone websites that have kind of the same content.

…And that’s the same recommendation I would have for any kind of website that offers essentially the same thing as lots of other web sites do.

You really need to make sure that what you’re providing is unique and compelling and high quality so that our systems and users in general will say, I want to go to this particular website because they offer me something that is unique on the web and I don’t just want to go to any random other website.”

In 2021, in regard to getting Google to index a webpage, Mueller also said:

“Is it something the web has been waiting for? Or is it just another red widget?”

This thing about being compelling and different than other sites, it’s something that’s been a part of Google’s algorithm awhile, just like the Googler in the video said, just like Matt Cutts said and exactly like what Mueller has said as well.

Are they talking about signals?

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E-EA-T Algorithm Signals

We know there’s something in the algorithm that relates to someone’s expertise and background that Google’s looking for. The table is set and we can dig into the next step of what it all means.

A while back back I remember reading something that Marie Haynes said about E-A-T, she called it a framework. And I thought, now that’s an interesting thing she just did, she’s conceptualizing E-A-T.

When SEOs discussed E-A-T it was always in the context of what to do in order to demonstrate E-A-T. So they looked at the Quality Raters Guide for guidance, which kind of makes sense since it’s a guide, right?

But what I’m proposing is that the answer isn’t really in the guidelines or anything that the quality raters are looking for.

The best way to explain it is to ask you to think about the biggest part of Google’s algorithm, relevance.

What’s relevance? Is it something you have to do? It used to be about keywords and that’s easy for SEOs to understand. But it’s not about keywords anymore because Google’s algorithm has natural language understanding (NLU). NLU is what enables machines to understand language in the way that it’s actually spoken (natural language).

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So, relevance is just something that’s related or connected to something else. So, if I ask, how do I satiate my thirst? The answer can be water, because water quenches the thirst.

How is a site relevant to the search query: “how do I satiate my thirst?”

An SEO would answer the problem of relevance by saying that the webpage has to have the keywords that match the search query, which would be the words “satiate” and “thirst.”

The next step the SEO would take is to extract the related entities for “satiate” and “thirst” because every SEO “knows” they need to do entity research to understand how to make a webpage that answers the search query, “How do I satiate my thirst?”

Hypothetical Related entities:

  • Thirst: Water, dehydration, drink,
  • Satiate: Food, satisfaction, quench, fulfillment, appease

Now that the SEO has their entities and their keywords they put it all together and write a 600 word essay that uses all their keywords and entities so that their webpage is relevant for the search query, “How do I satiate my thirst?”

I think we can stop now and see how silly that is, right? If someone asked you, “How do I satiate my thirst?” You’d answer, “With water” or “a cold refreshing beer” because that’s what it means to be relevant.

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Relevance is just a concept. It doesn’t have anything to do with entities or keywords in today’s search algorithms because the machine is understanding search queries as natural language, even more so with AI search engines.

Similarly, E-E-A-T is also just a concept. It doesn’t have anything to do with author bios, LinkedIn profiles, it doesn’t have anything at all to do with making your content say that you handled the product that’s being reviewed.

Here’s what SearchLiaison recently said about an E-E-A-T, SEO and Ranking:

“….just making a claim and talking about a ‘rigorous testing process’ and following an ‘E-E-A-T checklist’ doesn’t guarantee a top ranking or somehow automatically cause a page to do better.”

Here’s the part where SearchLiaison ties a bow around the gift of E-E-A-T knowledge:

“We talk about E-E-A-T because it’s a concept that aligns with how we try to rank good content.”

E-E-A-T Can’t Be Itemized On A Checklist

Remember how we established that relevance is a concept and not a bunch of keywords and entities? Relevance is just answering the question.

E-E-A-T is the same thing. It’s not something that you do. It’s closer to something that you are.

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SearchLiaison elaborated:

“…our automated systems don’t look at a page and see a claim like “I tested this!” and think it’s better just because of that. Rather, the things we talk about with E-E-A-T are related to what people find useful in content. Doing things generally for people is what our automated systems seek to reward, using different signals.”

A Better Understanding Of E-E-A-T

I think it’s clear now how E-E-A-T isn’t something that’s added to a webpage or is something that is demonstrated on the webpage. It’s a concept, just like relevance.

A good way to think o fit is if someone asks you a question about your family and you answer it. Most people are pretty expert and experienced enough to answer that question. That’s what E-E-A-T is and how it should be treated when publishing content, regardless if it’s YMYL content or a product review, the expertise is just like answering a question about your family, it’s just a concept.

Featured Image by Shutterstock/Roman Samborskyi

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