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Customer Reviews Will Boost Wal-Mart's Search Rankings

Ad Age, Monday, July 23, 2007 11:17 AM

The biggest benefit deriving from Wal-Mart's announcement that it is allowing consumers to review and rate products on its Web site may be how the decision affects performance of the Wal-Mart online store and the goods it sells in search-engine rankings, a crucial factor in the performance of online retailers.

The reviews give Wal-Mart thousands of additional pages of content to be indexed by major search engines, which look favorably on unique content--such as reviews--compared with pages with basic product details that any retailer could have.

Wal-Mart is the largest bricks-and-mortar retailer by some stretch, but in June, it was the fifth-largest retail site based on unique visitors, trailing eBay, Amazon, Apple and its smaller, hipper bricks-and-mortar rival Target, according to ComScore.

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