User Reviews
Customer-written reviews on your own pages — unique content and a conversion driver at once.
User reviews are customer-written assessments published on your own product pages. They do two jobs: they add unique content in the customer's own vocabulary, which often matches search queries better than your copy, and they are what a hesitant buyer looks for before deciding. Negative reviews left visible raise trust rather than lowering it.
Definition
Reviews are user-generated content that no competitor can copy. They also arrive in the language customers actually use, which surfaces long-tail phrasings the marketing copy never contains.
Two practical points: mark them up so they are eligible for review snippets, and paginate or lazily load large volumes so a product page with hundreds of reviews does not carry all of them in the initial HTML.
Why It Matters
Products with reviews convert better, and a page with reviews has content that grows on its own. Filtering out every criticism is counterproductive — a perfect record reads as curated.
Example
A review saying "runs small, order a size up" both answers a common question and adds a phrase people search for that no product description would use.
Related Terms
Know the term.
Check your own site.
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