Customers use product reviews to share their opinions with other shoppers and with the brands they buy (or don’t buy) from. Reviews are also great for SEO, as a valuable source of user generated content that can boost the keyword theme on product pages when the content is embedded in the page in a way that search engines can actually index it. Bazaarvoice’s recent infographic on customer purchase decisions held a couple of key points that resonated with me from a search perspective.

Well, 12% of the 11 millions reviews Bazaarvoice has access to contain some form of product suggestions. That’s market research gold. Companies pay agencies regularly to determine what customers want, and these 12% are leaving product opinions freely in their reviews. So for the cost of implementing a reviews feature on your site, you also get the bonus of honest product feedback. Yes it’s visible to all and yes it may not all be complimentary, but it’s valuable and free. So what do customers say about products?

See the full infographic here, along with a cool flash brochure that explains all the data.

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