Online reviews
What are online reviews?
Online reviews are ratings and written feedback that customers post about a business on platforms such as Google, Yelp, Tripadvisor, Trustpilot, Facebook and industry sites. On a Google Business Profile, reviews show as a star rating out of five, a review count and individual comments, with the owner’s replies underneath.
Reviews matter for search in two ways. Google says review count and rating factor into local rankings as part of prominence. And the content of reviews gives Google and customers more detail about what a business offers, which is why reviews that mention a specific service can help a profile look relevant for it.
Why online reviews matter for SEO
Reviews are among the few local ranking signals that Google confirms by name, and they are visible in the local pack, so they affect both ranking and whether people click. A business with many recent, genuine reviews tends to look more trustworthy than one with a handful of old ones.
They are also governed by rules. Google’s policies ban fake engagement, conflicts of interest, and offering incentives for reviews. In the US, the FTC’s rule on consumer reviews, in force since October 2024, bans buying fake reviews. See fake reviews and review gating.
How to get more Google reviews
- Ask every customer, not just the happy ones, at the moment the job is done.
- Share your profile’s review link by email, text or a QR code at the counter.
- Make it easy: one link, one short request, no forms in between.
- Never offer discounts, gifts or entries into prize draws in exchange for reviews.
- Reply to reviews, positive and negative, so customers see you listen. See review response rate.
- Flag reviews that break Google’s policies, such as spam or conflicts of interest, but do not try to remove honest negative ones.
Online reviews FAQ
Do Google reviews help SEO?
Yes, for local search. Google says review count and score factor into local ranking. They also affect whether people choose you.
Can I offer a discount for a Google review?
No. Google’s policies prohibit offering incentives for reviews, whether for positive reviews or any review at all.
Can I remove a bad Google review?
Only if it breaks Google’s policies, for example spam, off-topic content or a conflict of interest. You can flag it for review. Honest negative reviews stay; reply to them politely instead.
Related SEO terms
Review response rate is the share of customer reviews a business has replied to. Replies show customers you listen and help manage your reputation.
Fake reviewsBlack hat
Fake reviews are reviews by people who were not real customers, or that misrepresent their experience. They break Google’s policies and US FTC rules.
Review gatingBlack hat
Review gating is asking customers how they feel first and only sending happy ones to leave public reviews. It breaks Google’s review policies.
Google Business Profile is Google’s free listing for local businesses, shown in Maps and the local pack with hours, reviews, photos and directions.
Local ranking factors decide which businesses Google shows in Maps and the local pack. Google names three: relevance, distance and prominence.
The local pack is the block of map and business listings Google shows for local searches, usually three businesses from Google Maps.