Client/ customer testimonials are one of the few types of website content that simultaneously improve conversion rate, search visibility, buyer confidence, sales cycle length, and even ad performance without requiring constant rewriting or a large budget.
If you’re trying to grow through search, referrals, or paid traffic, testimonials are not “nice to have,” they’re a compounding asset to your business that you should undoubtedly be utilizing. I have outlined exactly how and why below.
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Testimonials can directly improve SEO by creating “natural language” content that matches real searches
Testimonials can directly improve SEO by creating “natural language” content that matches real searches
SEO isn’t just about keywords, it’s about relevance. Google is constantly trying to determine whether or not a page genuinely satisfies what searchers are looking for. Testimonials help because they introduce real customer language that often matches how prospects search.
Think about any time you have searched for a professional to help you with something. Usually, most people might include something like “best” or “highest rated” along with the location they’re looking in. Those phrases matter! Search engines increasingly interpret meaning and intent, and testimonials add semantic variety– different words that still point to the same service and/ or outcomes.
This can help your site show up for a broader set of searches, especially the ones with clearer intent and higher conversion rates (AKA ‘long-tail searches’).
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