Google’s Eccentric Choice of Review Partners

Google have proselytised about the value of reviews for many a long year (in internet terms, at least). Their own reviews system – like many of the company’s second-tier offerings – has never really garnered traction. Doubtless, this is partly because it is yoked to Google Plus / Google Profiles, but also because lots of other players in the space actually have better systems. As an example of this, one only has to check out the Google ‘reviews’ for Guantanamo Bay or Broadmoor Hospital.

broadmoor

While these might be hilarious, it doesn’t really indicate that Google is promoting or policing its product properly.

But what should be of more concern Google’s product managers in this space is the drawing in of review scores from other providers¬†(hint: go look for a new job!).

Typically, the big one box/card for a company will highlight Google Reviews, but also draw from other sources around the web. This mirrors Google’s recent, Hummingbird-led forays into injecting information directly into the results rather than encouraging clicks to source data. This is very much a topic for another day.

In the meantime, however, just look how seriously Google are taking things. A search for “Chiswick Honda” has these results:

chiswick1

Reviews from… webcompanyinfo.com? websitepic.com? Both of these sites are actually just the kind of thin-content SEO shill that offer some crappy “seo data” for webmasters. Clicking the links from that one box don’t even take you to reviews! Just this kind of crap.

chiswick2

It isn’t hard for Google to determine who offer real reviews from real people – be it reevo, bazaarvoice, feefo etc – so why are they giving airtime to operators like this?

The answer lies, as ever, in monetisation and a power-play that Google is engaged with against review sites. As the day draws short, I will leave that for another post, but if you take anything away from this let it be this: Google’s concern for ‘quality’ is often skin deep where that ‘quality’ poses even a minor threat to its own model.

More anon.

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