Local Search Engine Marketing Blog

Google’s Big Risk with Reviews: Using a 30-Point Scale

Posted in Internet marketing by smallbusinessonlinecoach on July 14, 2012

http://www.smallbusinesssem.com/wp-content/uploads/2012/07/google-ratings-chart.jpg
I found this post interesting and I thought I’d share here:
I like to share interesting posts and information about internet marketing that read in my Google reader. Let me sort through the junk to bring you the real goods when comes to local internet marketing for small businesses. I thought this was super useful. if you like it be sure to share maybe subscribe to the authors blog: http://www.smallbusinesssem.com

I recently downloaded the new Google+ Local app, and this was the first screen I saw when I launched it:

google-ratings-chart

This should tell you one thing loud and clear:

Google is well aware of the risk that it’s taking with its new approach to reviews.

By getting rid of the traditional five-star scale and implementing a 30-point scoring system, Google now has to explain to all users — business owners, their customers, everyone — how the new rating system works.

For folks who live and breathe local search and reviews, it may not seem like a big deal. But I’d argue that, to the Average Jane, it’s going to be a huge point of friction.

Five Stars = Simple

A five-star rating scale is simple. Everyone knows it. Everyone uses it.

We use it to rate businesses.

yelp-5-stars

We use it to rate products on Amazon (and elsewhere).

amazon-5-stars

We use it to rate movies and music.

u2-5-stars

We even use it to rate Generals in the U.S. Army.

army-5-stars

30 Points = Not Simple

This is not simple:

google-local-scores

I’m sure that many hotel and restaurant proprietors are very familiar with this system, but I’m just as sure that a lot of consumers aren’t.

I don’t know anyone who would understand it if I said to them, “Hey, that restaurant has a 21 for decor.”

Do you?

The Question…

The question is … will users adapt and learn Google’s system, or will the unfamiliar ratings drive them to Yelp, Bing, TripAdvisor, Foursquare and numerous other places that don’t have a learning curve like Google+ Local does?

Web Designers, Agencies, & Marketing Firms:
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This is a post from Matt McGee’s blog, Small Business Search Marketing.

Google’s Big Risk with Reviews: Using a 30-Point Scale

http://www.smallbusinesssem.com/googles-risk-using-30-point-rating-scale/6075/) Don’t forget to comment and subscribe to the authors blog.

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