Deflection can hurt - if you are using a review site

What, exactly, is 'deflection'? In short, it is when a business uses a flawed review management system that impacts its Google score, and therefore its image in search.

We all know Openreach. Here they are, using Trustpilot...

And here's their Trustpilot listing...

And here they are on Google...

Why the marked difference? And does it matter?

It's human nature. A consumer has a great experience and the business asks them to write a review to its chosen location, in the case Trustpilot, and so they do. We all generally cooperate with those with whom our experience has been positive. But when it has been negative? Many people will take on board the idea of writing a review but will expressly seek out the arena that will be seen by the most potential customers: and that's Google. The review has been deflected away from the business's choice to the place where it will have maximum impact. Hence the term we use in the title of this article.

This is precisely what has happened to Openreach. But does it matter? Part of the reason we have chosen Openreach to illustrate this point is that, almost uniquely in the business world, Openreach is using reviews primarily to monitor staff performance. It is certainly a valid use, but not the principal objective of most businesses when they look to mobilise the power of reviews. Openreach has no competitors (it is an effective monopoly) - the rest of the business world does. The rest of the business world uses reviews to drive business through the door.

So the strategy has to be reversed: Google reviews must be the business's first objective.

But - before rushing headlong, if your business is in the professional or service sector (as opposed to online retail, for instance) you will need to score as close to the perfect 5.0 as possible while maintaining compliance with the UK law. The way to ensure this is to collect reviews via your website. Here's a good example...

 ...so an independent moderator - HelpHound in this instance - can resolve any errors of fact or misunderstandings before the review is made live. Then to Google...

Left: the business's search on mobile. Right: then the first tab Google offers? That's right, it's 'Reviews'

Where the business's own reviews (see red arrow below) - not Google's (a surprise to many) - show in organic search and boost the business's SEO...

This shows just how successful a business - a single branch of Winkworth Plc* - can be if they address reviews in the correct way: independently moderated then onto their own website and then Google. Job done!

*so successful that they now have two branches.

Further reading

• Results - the proof that great review management feeds directly through to the bottom line