Casinos’ Reputation Is Damaged By Negative Internet Reviews

Google lowers casinos’ search rankings when negative customer comments appear on Internet review websites and that causes casinos’ online reputation to suffer.  That’s one of the announcements we made today in a special report on the importance of gaming properties’ reputation.

Our report titled “5 Tested Reasons Why Reputation is More Valuable Than Marketing” is aimed at opening casino management’s eyes to the role of the Internet customer review.  A high percentage of Internet users give great weight to the opinion expressed in online reviews.  Patrons pay much less attention to casino marketing, particularly advertising.

To request a copy of the report, click here.

This is important news because much of what casino management believed to be true of their advertising efforts has turned out to be wrong.  Even if they sensed the truth before, they have no idea how pervasive the online review’s influence is.  As famed investment guru Warren Buffett once said, “It takes 20 years to build a reputation and five minutes to ruin it.”

A high percentage of Internet users believe in the credibility of casino reviews as they appear on review sites.  Conversely, Internet users are rather dismissive of casino advertising campaigns.  The reviews are left by actual patrons of casinos who feel compelled by the service or product to write a review.

Here are some additional points:

Reputation and the Google Search – Look Out!  There are reasons why a casino’s reputation is more important than management’s advertising efforts.  For one, Google uses the reputation in search engine rankings.  That’s right.  A rankled patron, even an adversary, can write a review and greatly influence a casino’s reputation and subsequent Google ranking.

The lower a casino is ranked, the more difficult it is to find.  We all know Google is the default tool that people use when it comes to locating things.  That means when guests look for information about gaming, casinos, entertainment, restaurants or weekend getaways, gaming companies want to be found as high up as possible and as often as possible in Google searches.

Negative Feedback Is Difficult to Overcome.  Negative feedback drives patrons away from a casino.  If casinos think they can sidestep this problem by paying for positive reviews, they should think again.  Purchasing of several positive reviews is detected by Google’s search bots and disregarded. Google discounts reviews when they arrive in unusually high numbers.

If a casino usually gets 1.7 reviews per month and it tries adding three, the search engines could reject all of them because there were too many reviews.

Honest Assessments Do Offer A Bright Spot.  Many online comments are honest assessments of the casino and they can point to steps casinos can take to improve.  The failings a reviewer complains about may actually measure a casino’s success, providing it with a marker from which to continue to improve.  If there’s a pattern to the comments, the casino has an opportunity to address real guest issues and concerns.

To read other articles by Martin Baird, go to

Martin R. Baird
Robinson & Associates, Inc.

Lydia Baird

Tom Ellis

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