Thriving Stylist Podcast Episode #368: Online Review Myths, Lies, and Outdated Advice

Host: Britt Seva
Release Date: January 13, 2025
Title: Online Review Myths, Lies, and Old Advice That Doesn't Work Now

Introduction: The Evolving Landscape of Online Reviews

Britt Seva opens Episode #368 by addressing the shifting dynamics of online reviews in the beauty industry. She emphasizes that traditional methods of relying solely on reputation and referrals are no longer sufficient for sustaining and growing a clientele. Instead, a strategic approach to online reviews has become paramount for modern stylists and salon owners.

Notable Quote:
"Business, not just the salon business, all business in general, is constantly evolving and the way to stay successful in business is to evolve forward." (01:27)

Myth 1: "20 Online Reviews is Pretty Good"

Britt debunks the notion that accumulating around 20 online reviews is adequate. She draws a parallel to Instagram followers, explaining that just as 20 followers used to be a milestone but now feels insufficient, the same applies to online reviews. In today's digital age, a higher volume of reviews significantly enhances credibility and impacts search engine optimization (SEO).

• Impact on SEO:
  Google Business (formerly Google My Business) relies heavily on reviews to rank businesses organically. Stylists with a substantial number of reviews on platforms like Google and Yelp are more likely to appear in top search results.

Notable Quote:
"20 online reviews is like, oh my gosh, they're getting started. And then the more reviews you have, the more credibility you have." (03:12)

Myth 2: "You Should Ask as Many Guests as Possible for Online Reviews"

The strategy of soliciting numerous reviews indiscriminately is now ineffective. Britt explains that mass requests can lead to "white noise," where clients become indifferent or even irritated by constant prompts to leave reviews.

• Effective Approach:
  Focus on encouraging loyal and satisfied clients to leave reviews rather than casting a wide net. Reviews tend to come from clients who have had either exceptional or notably disappointing experiences, rather than those with mediocre ones.

Notable Quote:
"If you're asking guests too early or too often for online reviews, it just becomes white noise. They're not gonna be." (10:45)

Myth 3: "Review Contests are a Good Idea"

Britt highlights that review contests, once a popular tactic, no longer yield the same benefits. Modern algorithms of review platforms like Google and Yelp are better at detecting and filtering out spammy or incentivized reviews, making contests ineffective and sometimes counterproductive.

• Platform Rules:
  Platforms strictly prohibit “pay-for-play” strategies, and engaging in review contests can lead to reviews being filtered or even penalizing the business’s online presence.

Notable Quote:
"Review contests are not a good idea. That's not a part of the strategy at all for a couple of reasons." (16:30)

Myth 4: "All Reviews are Good Reviews"

Britt clarifies that not all reviews uniformly benefit a business. While positive reviews enhance reputation, negative reviews can also be advantageous if handled correctly. They provide opportunities to demonstrate professionalism, address issues transparently, and showcase resilience.

• Handling Negative Reviews:
  Responding calmly and professionally to negative feedback can reinforce trust among potential clients, showing that the stylist values client satisfaction and is committed to improving.

Notable Quote:
"Bad reviews are going to live on the extremes. So I want you to think of when you've ever left a review. For me, I've left reviews when things were absolutely tragic and when things were beyond exceptional." (19:50)

Myth 5: "Yelp is the Worst Because it Filters Reviews"

Contrary to popular belief, Yelp isn't inherently detrimental. Britt explains that consistent engagement with Yelp—such as responding to reviews, updating business information, and uploading fresh photos—can mitigate filtering issues. The key is regular interaction to maintain visibility and credibility on the platform.

• Consistency is Key:
  Just as with Instagram, sporadic activity on Yelp leads to reduced visibility. Regularly updating and interacting with Yelp ensures that reviews remain visible and influential.

Notable Quote:
"If you're not showing up on the platform, why would it do you any favors? It won't." (24:15)

Myth 6: "You Have to Pay to Have Reviews Stay Public"

Britt dispels the misconception that financial investment can influence the visibility of reviews. Her personal experience with Yelp demonstrates that paying for the platform or its advertising does not guarantee that filtered reviews will remain public. The algorithm operates independently of monetary contributions.

• Algorithm Independence:
  Platforms like Yelp and Google maintain stringent algorithms to ensure fairness and authenticity, unaffected by paid promotions.

Notable Quote:
"None of the filtered reviews came back when I paid. It's not how the system works." (29:40)

Effective Strategies for Managing Online Reviews

Beyond debunking myths, Britt offers actionable strategies to maximize the benefits of online reviews:

1. Aim for Consistency:
   Strive to receive a steady stream of reviews rather than large bursts. Consistent reviews signal ongoing client satisfaction to both platforms and potential clients.

2. Encourage Engaged Clients:
   Focus on clients who have shown loyalty and satisfaction. These clients are more likely to leave meaningful reviews.

3. Optimize Review Placement:
   Place reviews on platforms that align with the marketing funnel's interest level, such as Google and Yelp, rather than solely on your website or booking platform.

4. Engage with All Reviews:
   Respond to both positive and negative reviews to demonstrate engagement and commitment to client satisfaction.

Notable Quote:
"We want our reviews to primarily be on the interest level when clients are leaving them whenever possible." (22:10)

Conclusion: Adapting to the New Review Paradigm

Britt wraps up the episode by reiterating the importance of adapting to the evolving landscape of online reviews. She underscores that embracing strategic review management can significantly enhance a stylist's or salon's online presence and client acquisition efforts.

Notable Quote:
"So I hope this has overcome some of the maybe confusion around online reviews. If you have any questions or concerns, as always, let's keep the conversation going." (32:50)

Key Takeaways:

• Volume Matters: A higher number of reviews enhances credibility and SEO.
• Quality Over Quantity: Focus on reviews from satisfied and loyal clients.
• Consistency is Crucial: Regularly engage with review platforms to maintain visibility.
• Handle Negative Reviews Gracefully: Use them as opportunities to showcase professionalism.
• Avoid Outdated Strategies: Discontinue practices like review contests that no longer yield benefits.
• Investment Doesn't Guarantee Success: Paid promotions do not influence review algorithms.

By staying informed and strategically managing online reviews, stylists and salon owners can thrive in the competitive beauty industry landscape of 2025.