More and more consumers are shopping online, so the power of persuasion that comes from online reviews is increasing as well. According to Businnes2Community, 90% of consumers read online reviews, and 88% of them trust online reviews when considering a business.
The SEO benefits that come from enabling product reviews and comments on your site should also be considered. Every time a new review or comment is approved and published, your page’s content has been refreshed. The search engines take note and are more likely to return to crawl your site.
Keyword density and word choice are important, and sometimes as marketers the words we display on our product pages are not the same terms audiences use to associate with them. Including reviews increases both words on page and words your audience is using, giving you a healthy text/html ratio for SEO as well as higher audience relevancy!
On a more technical note, make sure you’re formatting your reviews so that the search engines can use them in their search and shopping result landing pages. Here is a link to better understand if your site is coding reviews to allow for this.