Google announced the release of a new program that is going to give users reviews and ratings more prominence. If you have not taken the whole user-generated content trend seriously the past few years, your attention will most definitely need to accelerate.
Google will begin featuring full-length product reviews and user ratings from participating retailers and manufacturers when Google deems that the information will be helpful to users with their shopping. These reviews will be included in Google search results and its advertising programs.
On Google Product Search for example, Google will feature logos of participating companies along with representative reviews from their site. As you might imagine, this brings a great deal more brand exposure and at an important part of the conversion process.
The question of course is how you as a merchant get involved. Google is kicking off the program by working with user review leader BazaarVoice but additional vendors may be added in the future as well as a self-submission model.
Existing clients of BazaarVoice interested in participating must simply submit their views to Google, making sure they have specified the appropriate canonical URLs for products in their Web stores.