10 Steps to Help You Turn Client Testimonials Into SEO Wins

Trust underpins our most dear relationships.

And in enterprise, simply as in life, this belief is hard-won and extremely worthwhile.

Testimonials talk this belief to your potential shoppers as no different phrases can.

They are important to any B2B advertising technique and could be essentially the most trusted supply for informing main buy choices.

Importantly, they’re additionally a goldmine of content material and market intelligence that needs to be a part of your SEO playbook.

Why Are Testimonials Important to Your Business?

The idea of social proof was initially outlined by psychologist Robert Cialdini in his ebook “Influence: The Six Principles of Persuasion.” The work highlights how people look to others for solutions on what they need to suppose and do.

Marketers have lengthy acknowledged the significance of testimonials as a type of affect within the shopping for course of.

A complete sub-industry of peer assessment web sites has emerged to supply and publicize product and repair evaluations.

In the 2020 Crowd Views report, G2 highlighted that whereas 46% of B2B decision-makers use public product assessment web sites to consider buy choices, 69% use the seller web site as the first supply of data.


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By making testimonials simply accessible on their web site and content material, B2B entrepreneurs are discovering new ways in which evaluations not solely add credibility and knowledge to the client journey but in addition unlock SEO worth.

Why Are Testimonials Important for B2B SEO?

The significance of consumer testimonials for SEO is derived from three interconnected classes: consumer expertise, area authority, and search engine outcomes pages (SERP) rankings.

  • User expertise: Testimonial content material can be utilized on product and resolution pages, touchdown pages, weblog posts, and elsewhere to add worthwhile context and social proof.
  • Domain authority: Reviews by way of third-party websites improve your area authority when associated to particular fields and key phrases.
  • SERP rating: Testimonial content material informs your website efficiency straight and likewise improves the visibility of your model via rankings on third-party websites.

Google’s long-term aim of rewarding credibility and transparency could be seen in the way it has included evaluations into SERPs.

Over the years, a number of Google patents have underlined the significance of consumer evaluations as a credibility level.

In essentially the most primary sense, as extra individuals assessment a product, the search phrases for that [product]+ change into extra fashionable inside engines like google, which in flip assist extra individuals uncover them.


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What’s extra, consumer testimonials can also assist with long-tail searches, which permit queries to faucet extra area of interest search time period avenues, not simply the most typical phrases.

As a consequence, they may show efficient at harnessing extra diversified and colloquial language patterns, serving to to goal and cater to ever extra particular consumer bases.

How to Turn Testimonials and Reviews Into SEO Wins

There are many advantages to gathering evaluations and testimonials, however the important thing to having a constructive impression on your small business is how and the place you employ the content material that has been shared by your shoppers.

Get Out There

There are loads of B2B assessment websites that present alternatives to create and share testimonials. You needs to be aggressive in your outreach.

The extra assessment websites you employ, the extra visibility you create to your model. For B2B entrepreneurs, essentially the most related websites embody:

  • G2: A enterprise software program and repair assessment platform to assist each consumers and sellers higher navigate {the marketplace}.
  • TrustRadius: A enterprise expertise assessment website designed to assist consumers make higher product choices primarily based on consumer evaluations.
  • Google My Business: A worldwide itemizing that helps companies join with potential shoppers throughout the Google ecosystem.
  • Capterra: An on-line market that serves as an middleman between consumers and expertise distributors inside the software program {industry}.

Make positive your small business is listed on essentially the most related assessment websites. Build on buyer loyalty by asking your clients to assessment you – and make it simple for them to accomplish that.

Link your first assessment in order that shoppers can see a transparent instance. Give them a template to full, together with key phrases that may present essentially the most related authority for your small business.

Mine Your Reviews

Client-submitted evaluations are an unbelievable useful resource for attention-grabbing insights and language that may inform your content material and key phrase technique.

Take an hour to assessment your testimonials. You’ll start to see recurring questions and statements. Notice the challenges and the alternatives your shoppers expertise together with your services or products.

Collect that knowledge in a format that makes it simple to quantify and analyze. This might be so simple as a spreadsheet or phrase cloud generator. You’ll start to acknowledge patterns that may inform your messaging.

This ought to all change into a part of your key phrase technique.


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Create Specific Optimized Testimonial Pages

Now that you’ve a transparent imaginative and prescient of the key phrases that matter most to your viewers, group testimonials in accordance to the most important ache factors which have arisen out of your analysis.

These keyword-rich pages can change into cornerstone content material items that hyperlink straight to your product and resolution pages.

Create Competitive Comparison Pages

Competitive or adversarial queries (e.g., ‘our brand vs. competitor’) are incessantly employed in the course of the analysis stage of the shopping for course of and have vital SEO worth.

Select testimonials wherein your model outperforms your rivals, develop search-optimized pages round related queries, and your model will dominate these search phrases.

Use Your Reviews Wisely

There isn’t any proper or flawed manner to select the testimonials you need to current on particular pages of your website however having just a few guiding ideas will help.

Ask your self:

  • Which testimonials align with the message you need to convey to your guests?
  • Who wrote the testimonial? Are they well-known in your {industry}? Do their phrases carry extra weight for any purpose? Is it a press assessment? Can you add their emblem?
  • Is the testimonial partaking? Does it use relatable, accessible phrases and phrasing?


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Use Your Testimonials to Build Backlinks

Use constructive evaluations as the start of a dialogue together with your shoppers. Develop co-marketing content material, reciprocate with a assessment or testimonial on their website.

Also, attain out to ‘best of’ {industry} lists and comparability web sites to present them your testimonials and ask them to add you to their reference pages.

Respond to Your Testimonials

This is commonly missed as a search alternative.

Google sees dialogue between companies and clients as a sign for belief and model inclusion. According to the Google My Business Support Page:

“Responding to testimonials shows that you value your customers and the feedback that they leave about your business. High-quality, positive testimonials from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location.”

Use Schema Review Snippets

If you will have any testimonial or assessment content material in your web site, including schema markup to these pages (and your related scores) makes it extra possible that these pages will seem as wealthy outcomes.


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This is especially highly effective when employed on aggressive comparability pages that may present up in search alongside your rivals. Google supplies documentation to clarify precisely how to implement Review Snippet markup.

Lead With Branded Keywords

Mention your product class in tandem together with your model title when writing content material, particularly if this content material will ‘live’ on different web sites. This will guarantee robust branding continuity throughout all shared platforms.

Use any further publicity to promote your small business, each visually (with logos) in addition to by way of shared content material.

Test and Test Again

Once you will have chosen acceptable evaluations, A/B testing will aid you dial in on what resonates most together with your viewers. Which evaluations do your shoppers like? Which ones encourage the very best conversion price?


Testimonials are the best reward you may give your consumers. Search engines like Google worth authority and need to suggest solely essentially the most trusted and credible companies. It is customers who profit essentially the most from user-generated content material.


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By following the steps laid out above, you may rapidly begin to construct credibility together with SEO worth.

Remember, shoppers discussing your small business, product, or service via shared evaluations and testimonials can have an effect on gross sales greater than another promotional effort.

By selling the consumer expertise, you’ll create an upturn in visitors, conversions, and finally income.

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