Crossing the Six-to-Ten Review Threshold

UK SEO firm BrightLocal has just released some new data from a September 2010 survey of 2,000 US and UK adults. The first wave of the data was released in December and this is the second release. The data aren’t segmented by US vs. UK respondents.

Basically these data reflect the general and ongoing importance of reviews, but they contain some interesting nuances. I’ve done a general write-up at SEL.

Here are the slides that were most interesting to me:

There’s a threshold for credibility and trust in terms of reviews: at least four, but six to ten is better. Younger and some older users require fewer reviews. By implication most businesses with few or no reviews are going to be passed over.

The following are two charts that show the categories people are searching (immediately below) and how that maps to the categories where people are reading reviews (second below). There are some differences:

Below reflects where reputation appears to matter most according to the survey (not equally across categories):

Perhaps most fascinating is the hierarchy of traits or qualities that these survey respondents valued in a local business: reliability, value, expertise/professionalism and accreditations. Friendliness, courtesy and “localness” were at the bottom — curiously.

What do you think of these findings and their implications for local review strategy?

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