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Knowledge base
Plain-language definitions for the terms you'll encounter in online review management, reputation marketing, and local SEO. Bookmark this page — we update it regularly.
The overall average rating of a business calculated from all individual review scores on a given platform. The aggregate rating is what appears in Google search results, Maps, and review widgets. It is always sourced from the upstream platform and should never be computed from a filtered subset of reviews.
A response to a customer review that is generated by artificial intelligence. AI review replies analyze the review's content, sentiment, and rating to craft a contextually appropriate response in the business's chosen tone (professional, friendly, or casual). They save time while maintaining personalization.
AI review response generatorA snippet of HTML or JavaScript that allows a review widget or other component to be placed on any website. The embed code is typically copied from the widget provider and pasted into the website's page builder, CMS, or source code. Modern embed codes use iframes or script tags for isolation and automatic updates.
Reviews collected and displayed directly on a business's own website, as opposed to third-party platforms like Google or Yelp. First-party reviews give businesses full control over the review experience but carry less trust weight with consumers than verified third-party reviews.
A free listing from Google that allows businesses to manage their online presence across Google Search and Maps. Formerly known as Google My Business (GMB). GBP includes business information, photos, posts, and customer reviews. It is the primary platform for local SEO and review collection.
GBP audit toolThe group of three local business listings that appear at the top of Google search results for location-based queries, displayed alongside a map. Appearing in the local pack is a primary goal of local SEO. Key ranking factors include Google Business Profile completeness, review quantity, review quality, and NAP consistency.
NAP stands for Name, Address, and Phone number. NAP consistency means that a business's name, address, and phone number are identical across all online directories, citations, and platforms. Inconsistent NAP data confuses search engines and can hurt local search rankings.
NAP consistency checkerA customer loyalty metric that measures how likely customers are to recommend a business on a scale of 0–10. Respondents are classified as Promoters (9–10), Passives (7–8), or Detractors (0–6). NPS is calculated by subtracting the percentage of Detractors from the percentage of Promoters. Scores range from −100 to +100.
NPS to Google rating converterA broader strategy that encompasses monitoring, influencing, and maintaining a business's online image. ORM includes review management, social media monitoring, search result optimization, and crisis response. For local businesses, review management is typically the most impactful ORM activity.
ORM guide for small businessThe practice of monitoring, collecting, responding to, and analyzing customer reviews across online platforms such as Google, Yelp, and Trustpilot. Review management helps businesses maintain a positive online reputation, improve customer trust, and increase revenue through higher star ratings.
Features overviewA practice where businesses screen customers before directing them to leave a public review — typically asking for a satisfaction score first and only sending happy customers to Google. Review gating violates Google's review policies and can result in penalties including review removal.
Review gating vs routingAn ethical alternative to review gating. Review routing sends all customers a review request but uses the feedback form to direct satisfied customers to public review platforms and unhappy customers to a private feedback channel. Unlike gating, routing never blocks anyone from leaving a public review — it simply offers an alternative path for negative experiences.
Smart review routing guideThe rate at which a business receives new reviews over a given time period, usually measured as reviews per week or reviews per month. Higher review velocity signals to search engines that a business is active and trusted, which can improve local search rankings.
Review velocity calculatorAn embeddable component that displays customer reviews from platforms like Google, Trustpilot, or Yelp directly on a business's website. Review widgets build social proof, improve conversion rates, and can contribute to SEO through structured data markup. Common styles include sliders, grids, lists, masonry layouts, and badges.
Free review widgetAn enhanced search result that displays additional information beyond the standard title, URL, and description. For businesses, rich snippets can show star ratings, review counts, pricing, and FAQ answers directly in Google search results. Rich snippets are generated from structured data (JSON-LD schema markup) on a website.
Review schema generatorThe percentage of customer reviews that a business has replied to. A high response rate (ideally 100%) signals to customers and search engines that the business is engaged and values feedback. Google has confirmed that responding to reviews can improve local search visibility.
The process of using natural language processing (NLP) or AI to classify the emotional tone of customer reviews as positive, negative, or neutral. Sentiment analysis helps businesses identify common complaints, track satisfaction trends, and prioritize responses to negative feedback.
Sentiment analyzer toolStructured data code (typically JSON-LD) added to a website that tells search engines about reviews and ratings. When properly implemented, review schema enables rich snippets showing star ratings in search results. Google supports AggregateRating, Review, and Product schema types for this purpose.
Schema markup generatorA message sent to a customer — via email, SMS, or a shareable link — asking them to leave a review on a specific platform. Effective review requests are timely (sent within 24–48 hours of service), personalized, and include a direct link to the review form to minimize friction.
Review request templatesThe step-by-step path a customer follows from receiving a review request to completing a review. A typical review funnel includes: request sent → link clicked → platform selected → review written → review published. Optimizing each step of the funnel increases the overall review conversion rate.
Review funnel simulatorA numerical score, typically from 1 to 5 stars, that represents a customer's overall satisfaction with a business. Star ratings are aggregated across all reviews on a platform to produce an overall business rating. Businesses with a 4.0+ star rating earn significantly more revenue than those below 4.0.
Reviews left on independent platforms such as Google, Trustpilot, Yelp, or Facebook. Third-party reviews are generally more trusted by consumers because the business cannot delete or edit them. They also directly influence search rankings and map pack placement.
An automated outreach sequence targeting customers who had a negative experience, aiming to resolve their issue, regain their trust, and potentially convert a negative review into a positive one. Win-back campaigns typically include a personalized apology, a resolution offer, and a follow-up request for feedback.
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Social Proof
A psychological principle where people follow the actions and opinions of others. In business, social proof takes the form of customer reviews, testimonials, case studies, user counts, and trust badges. Displaying review widgets on a website is one of the most effective forms of social proof for local businesses.