Why review syndication matters
Products usually sell in more places than they collect reviews. Without syndication, the brand site holds all the proof while the pages doing the selling sit empty.
Syndication puts existing reviews next to every buy button, which is where they change decisions.
Common syndication paths
- Brand-site reviews shown on retailer product pages
- Ratings fed into shopping feeds and seller-rating programs
- The same review base displayed across multiple storefronts
- Widgets embedding one review source on landing pages and campaign pages
Questions
What’s the difference between syndication and importing?
Importing pulls reviews you earned elsewhere into your store. Syndication pushes reviews you collected out to other surfaces. Most multi-channel brands end up doing both.
Do syndicated reviews confuse search engines?
Reviews appearing in several places is expected. What matters is that each display traces back to a verified source and the markup on each page is accurate.