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Marketers usually think that testimonials are just a tool to boost social proof on a website, which in turn improves the conversion rate.

However, testimonials are also a GREAT tool to get more SEO traffic.

That’s because search engines use ratings and reviews to determine the importance of a website and its content. So by improving the way you show your testimonials, you’re actually signaling to Google and others that your website is high quality.

Are testimonials really that important?

Yes, they really are.

Basically, testimonials can:

All from just asking your customers for a few kind words.

How to Turn Testimonials and Reviews Into SEO Wins

Now let’s get into the details.

This is a bit obvious, but here it goes - put your testimonials on your site! If you're a new business and don't have any testimonials to show off, it's time to start asking for them!

If you already have reviews on your website but are looking for ways to get more people clicking through them, read below. 

Display testimonials in multiple formats.

Text testimonials are fine - but have you heard about video testimonials? They’re a GREAT addition to your website - they seem more genuine, and in turn help boost your conversion rate. Several studies show that consumers are more likely to trust a video over text.

You can also use UGC (User Generated Content) to get that sweet social proof effect. Your current users feel valued and listened to, your prospects feel you’re more genuine, and you get more conversions: win-win-win!

Increase the click-through rate with rich snippets

Rich snippets are the search engine result elements (SERPs) that show your business’s name, address, and other information. They can be displayed as a star rating or price, depending on the type of product you’re selling. 

Rich snippets have become a core part of SEO in recent years because they make it easier for searchers to find what they're looking for in search results without clicking on the page and reading through.

For you, it means your website is more visible and so you’re more likely to get clicks from those who see your site. It’s proven that this helps increase CTR, especially when combined with schema markup.

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Reply to customers as fast as possible

How many customers review often go unanswered?

Millions, most likely.

So by answering them, you’re actually setting yourself up for success. You show that you care about their experience. So reply to them - and do it fast.

But that’s not all. Replying to reviews means you get more chances of being seen by other, potential customers. More views, more traffic, better SEO rank… you get where this is going.

Turn bad feedback into your ally

And if you feel bothered by the bad feedback - don’t. Bad reviews give you a chance to improve and to be better for future customers. And not only that, whenever someone writes something bad about your company they’re talking about you.

And that’s why it’s important to reply to every review, fast. Don’t let bad feedback go unanswered - give them an answer and make sure you make a good first impression on potential customers!

And more thing: some businesses have benefited from using bad reviews on their landing pages. Why? Because it shows they’re honest and not afraid of showcasing their shortcomings. Consider adding some of them to your website - you might be surprised by the results.

Create Competitive Comparison Pages

Now for the major action you can take:

Use your testimonials and your competitor’s bad reviews on your comparison pages.

Your goal is to rank on search terms related to alternatives to your competitors. And in that page, you should include their bad reviews and your good reviews, along with an explanation of why you’re the better alternative.

Highlight their shortcomings and explain why and how you’ve fixed them. And there you go - you’re getting those sweet conversions coming from SEO.

Use Your Testimonials to Build Backlinks

Why post testimonials only on your website? You can go above and beyond.

First, you can ask your clients to leave their testimonial on their own website and then link it to yours. It might not always be possible, but that’s another link you’re getting to improve your domain authority.

In case you can’t pull this off, ask them to drop their review on social media. Google uses signals from social media to know the quality of a brand or service, so make sure your reviews are on your website AND on social media platforms.

Use Schema Review Snippets

Schema is cool.


Because just by adding it you’re giving more visibility to your website on search results. Schema markup is used by Google as a signal in their search algorithm. It's basically a way for you to tell search engines what your website is about. 

For example, if you sell physical products on your online store, you can add schema markup for product reviews of those shoes. This way, Google knows that that information is related to reviews.

Give Google what it wants, and Google will love you.


After reading this article, you should have a better understanding of how to use testimonials to rank higher on search engines. It’s not easy, but it pays off in double - not only do you get more traffic, but also the traffic that you get converts more on Google.

And if you’re looking for a way to manage and publish testimonials, check out our SEO Friendly Testimonial builder.

As always, any questions, do ask!

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