Google rating – how relevant is it for your business?

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What does Google evaluation have to do with algorithms? Everything! On the internet, every action that is taken, regardless of the tool, format or strategy, the focus is always on algorithms; which, in other words, are the sequence of data organized and systematized in an infinite network, called the internet.

Artificial intelligence (AI) is increasingly associated with computer science and data engineering . Together, they analyze and study software for automating and systematizing data entered on the internet to enhance the digital presence of brands on the web. Thus, a web is formed, information intersects and communicates with each other on the internet, placing websites on the first pages of search engines. It is also worth remembering that, in this context, cookies¹ are strategically inserted to suggest relevant topics, according to the user's click profile.

However, what appears on the first page of your computer whatsapp names will not always appear on the first page of your neighbor's computer. This happens because the algorithm and artificial intelligence filter the data according to each person's search and interest profile. However, when a company works strategically on its digital marketing, it can be on the first page of anyone, regardless of cookies .

Google My Business
Google My Business, for example, is a specific tool for those who have a physical or virtual business and want to segment their communication, while also wanting to broadly reach those looking for a specific product or service linked to their business.

In other words, Google My Business is like a shortcut within Google for users to find your company. In other words, if someone types in the name of your company, brand, or even a product you sell, and has a Google My Business account , they are more likely to appear on the first page and access it more quickly. In addition, information such as:

website
social media profile,
physical address and telephone number (if applicable)
This data tends to be highlighted in this case. In the case of local businesses, the chance of being found, due to georeferencing technology, is even greater. Do you know that option to “know your location”? That’s right. Bingo!

Google Georeferencing
Data from Google shows that companies with Google My Business accounts that have their profiles evaluated and, therefore, validated, have a 50% greater chance of being found.

For everything that has been discussed so far to happen effectively, your Google My Business account must be active and well-structured. Being well-structured necessarily involves 'Google Reviews' and interactions with them. Despite generating traffic to the website, not everyone pays due attention to the Google reviews tool. In other words, it is necessary to interact with the reviews. Following the logic of engagement, it is essential to respond to comments, whether positive or negative. Reviews are what we call “social proof” in digital language. And so, we move on to the next topic.

The Importance of Google Reviews
Whether positive or negative, the evaluation ranks . Just like liking or disliking YouTube videos, negative evaluations also contribute to ranking. It may seem strange, but this happens because artificial intelligence is based on algorithms. The algorithm understands the evaluation through numbers and data. In other words, the algorithm does not know whether the text is praising or criticizing, it only understands that there is interaction. Therefore, when you interact, it also helps with ranking. After all, for the algorithm, it is just another comment. In other words, engagement.

Attention! Do not underestimate your audience or AI. In other words, do not systematize “bots” to evaluate you. This is fake and far from being a good practice. Furthermore, attentive consumers, regular internet users, can identify robotic language. If this happens, all the work and credibility of the brand will go down the drain.

Reviews and Social Proof
Ratings basically work through comments or “stars”. Stars don’t say much because they are a standard without specificity in the web context. Comments, on the other hand, gain relevance and credibility. Thus, in order to evaluate a product or service, a person can write a public comment or rate it with “satisfaction stars”.

Reviews are public because they are linked to an email account or profile where the review is made. However, there is the possibility of making an “anonymous” review. However, this is a feature that discredits the review .

Generally, the comments have a unique profile because they speak of each person's personal experience. Some people praise the service, others praise the product, but in the same review they criticize a delay... In short, for the strategy to work and go beyond ranking , it needs to be real. Repeated reviews that seem systematized, or empty and subjective compliments cause suspicion that they were "programmed text". In other words, fake/bots.

By now, you've probably already understood that Google Ratings are the interaction between how users evaluate your business, product, service, etc., right? In short, it's the social proof that your brand has on the web. What used to be "word of mouth" and recommendations is now reviews. Even if they come from people you don't know.