To call the myriad offerings on the Internet extensive may be a slight understatement. And while it’s tempting to generalize the growth of the Internet as exponential, the reality is the Internet’s growth is actually sigmoidal (apparently), or S-shaped.

In this choice-filled online world, small business owners know best that the vast number of options available, in everything, online are overwhelming. Whether choosing a social media platform or seeking reviews for your business, it’s important to diversify.

Local reviews of your business build credibility, help your rank in local search, and act as a form of word-of-mouth marketing but, as if you haven’t heard this enough, you can’t be content with just one review outlet online.

“The reality is that to 'get found,' they [businesses] need a profile on every citation source and review site that they can get,” says Ben Lloyd of Amplify Interactive.
 

Diversify: Seek Reviews Across Multiple Sites

As previously recommended, it’s necessary to create review-ready business profiles that contain real, up-to-date information about your business—and important to create these profiles across multiple sites.

“Never put all of your eggs in one basket,” advises John McPhee, the vice president of Formic Media, a Portland firm that specializes in search and social media for small businesses. “Give your customers options on where to leave reviews. Try to get reviews from Google, Yelp, Yahoo/Bing Local, and any other review sites relevant to your industry.”

Encourage reviews during an interaction in-store, via email and social media, or by using links or badges on your website, directing customers to your profile on review sites.

“There are review sites for various industries,” explains Formic Media founder and President Kent Lewis, “but most focus on local and travel-based businesses like CitySearch, Yelp, TripAdvisor, Travelocity, Fodors, etc. But do not forget websites specific to your market(s), including local news media (e.g., KGW and OregonLive in Portland), blogs and other community-based websites.”
 

Focus On Hyperlocal

“Reviews can appear in organic or natural search results under your business name, in local-only searches, and in paid search results,” Lewis says. “Considering 30 percent of all searches have local intent, you can’t afford to have your business reviews not appear, or not be generally positive in nature.”

“Hyperlocal is key in local SEO,” McPhee says. “Getting reviews and links from websites within your own city is always good (i.e., very relevant).”

Encourage your customers to review you on Neighborhood Notes’ The Localist, Portland's locally owned business directory. (Add your business if it’s not yet listed.) Stay tuned to our Craft of Business series as we’ll continue to offer more tips on the importance of reviews in local search.