I added some text from some customer testimonials to our depot pages. Should we also be adding the relevant link to the third party review site showing that customer’s testimonial? And if so, would you follow or no follow it? What benefits does having reviews have in terms of algorithms and rankings?
JOHN MEULLER (Webmaster Analyst from Google):
So I guess there are two aspects there that are kind of relevant when it comes to search. On the one hand, any testimonial or review is text that we can pick up and we can show in search results appropriately or that we can use for rankings or better understanding the relevance of the page. That’s sometimes really useful because customer reviews tend to describe the product or the service that they’re reviewing in their own words in ways that you might not be describing on your official product page. So I think that’s at least one aspect that can be really useful in the sense that this gives you a little bit more content, a little bit more content that Google can pick up and use for search itself. With regards to linking to the review site, that’s something you can definitely do. I wouldn’t worry so much about follow or no followed link there, provided this is not something that’s a requirement from the review site. So if you think this is relevant content and you want to point your users at it, then feel free to do that. The other aspect when it comes to reviews is that sometimes we can use these for rich snippets, the star ratings in the search results. That doesn’t really apply to testimonials because that’s not really kind of like a collection of reviews, but rather a hand-picked set or hand-picked individual review that you’re taking out. But if you’re using reviews in general, then that might be an option for you as well.