Google reviews are a big deal for your local business. There I’ve said it…
I’m not talking about some “nice to have” marketing fluff. I’m talking about showing up on the first page of Google when someone searches for “[your service] near me” or being buried on page 7, where you might as well not exist.
You may (or not) notice it, but most local businesses are absolutely blowing it when it comes to managing their Google reviews. They’re either ignoring them completely, freaking out over negative ones, or just generally having no strategy whatsoever.
And I get it. You’re busy running your actual business. You’ve got inventory to manage, employees to wrangle, and customers to keep happy. The last thing you need is one more digital marketing task on your plate.
As boring as it may seem, don’t leave just yet because I’m going to show you why Google reviews matter more than you think, and give you some dead-simple ways to handle them that won’t eat up your precious time.
Why Google Reviews Are Make-or-Break for Local Businesses
You know that Google is basically the new Yellow Pages, right? Except it’s way more powerful because it doesn’t just list your business. It ranks it.
When someone searches for “plumber near me” or “best bakery downtown,” Google doesn’t just randomly decide which businesses to show. It uses a complex algorithm, and guess what’s a massive factor in that algorithm?
Yep. Reviews.
Here’s why they matter so much:
They’re Basically Digital Word-of-Mouth
Remember when word-of-mouth was the gold standard for local business? Well, it still is. It’s just moved online.
A BrightLocal study found that 87% of consumers read online reviews for local businesses. That’s not just a lot. That’s almost everybody. And they’re reading an average of 10 reviews before they feel they can trust a business.
Think about that. Before someone even walks through your door or picks up the phone to call you, they’ve already formed an opinion based on what other people have said about you online.
They’re a Major Local SEO Ranking Factor
This is the part that really gets me excited (yes, I’m an SEO nerd, deal with it). Google reviews aren’t just important for convincing potential customers to choose you. They’re crucial for whether those customers even see you in the first place.
Google’s local search algorithm puts HUGE weight on reviews. They’re the second most important factor for ranking in the local pack (that little map with three businesses that shows up at the top of local searches), right after your Google Business Profile information.
I’ve seen this firsthand with clients. One local dental practice I worked with went from barely showing up in local searches to dominating the local pack after implementing a solid review strategy. Their new patient numbers doubled in six months.
They Impact Your Bottom Line Directly
This isn’t just theoretical SEO mumbo-jumbo. Reviews translate directly to dollars.
A Harvard Business School study found that a one-star increase in Yelp rating leads to a 5-9% increase in revenue. While that’s Yelp, not Google, the principle is the same: better ratings = more money.
I’ve seen this play out with a local dispensary in Denver that was ranking for 33,000 keywords. Why? Because they were “a real business selling real products, a real brand that real people really love.” Google’s algorithm picks up on that authenticity.
The Google Business Profile: Your Home Base for Reviews
Before we dive into strategies, let’s make sure you’ve got the basics covered. Your Google Business Profile (formerly Google My Business) is where all your reviews live, and it’s absolutely critical to get it right.
Think of your GBP as your business’s home on Google. It’s what shows up in that knowledge panel on the right side of search results when someone searches for your business specifically, and it’s what appears in the local pack.
If you haven’t claimed and optimized your GBP yet, stop reading this and go do that right now. Seriously. It’s that important.
Once you’ve got that sorted, here’s what you need to know about reviews and your GBP:
- Reviews appear prominently on your profile
- Your star rating is one of the first things people see
- Recent reviews matter more than old ones
- Google uses review content to understand what your business offers
One thing I’ve noticed with local businesses is they often set up their GBP and then forget about it. Big mistake. Your GBP needs regular attention, especially when it comes to reviews.
How to Get More Google Reviews
Alright, so you know reviews matter. But how do you actually get more of them? Here are some strategies that work:
Just Ask
I know this sounds obvious, but you’d be amazed how many businesses never simply ask their customers for reviews. This is literally the easiest and most effective strategy.
The key is to ask at the right time: when the customer is happy. Just had a great interaction? Solved their problem? Delivered an awesome product? That’s your moment.
“Hey, if you have a minute, would you mind leaving us a quick Google review? It really helps our business.”
That’s it. No need to overcomplicate it.
Make It Ridiculously Easy
People are lazy. I’m lazy. If leaving a review requires more than a couple of clicks, most people won’t bother.
Create a short, direct link to your review form. You can do this by searching for your business on Google, clicking “Write a review,” and then copying that URL. Or use a tool like Whitespark’s Google Review Link Generator to create one.
Then put that link everywhere:
- In follow-up emails
- On receipts
- In your email signature
- On business cards
- On your website
One restaurant I know prints its review link as a QR code on its receipts. Their review count tripled in two months.
Respond to Every. Single. Review.
This is so important that it deserves its own section (which is coming up next), but responding to reviews actually helps you get more reviews.
When people see that you respond to reviews, they’re more likely to leave one themselves. It shows that you’re listening and that their opinion matters.
Don’t Buy Reviews or Offer Incentives
This should go without saying, but don’t try to game the system. Don’t buy fake reviews, don’t offer incentives for positive reviews, and don’t review your own business.
Not only is this against Google’s policies (and they’re getting better at catching it), but it’s also just shady business practice. Customers can smell fake reviews a mile away.
I’ve seen businesses get their reviews wiped out overnight because Google detected suspicious patterns. It’s not worth the risk.
How to Handle Negative Reviews Without Losing Your Mind
Negative reviews happen. Even the best businesses get them. What matters is how you respond.
Respond Quickly
The faster you respond to a negative review, the better. But here’s what’s crucial: don’t respond when you’re still angry about it.
Take a breath. Sleep on it if you need to. Then respond professionally.
I’ve seen business owners go absolutely nuclear in response to negative reviews, and let me tell you, it never ends well. The internet never forgets, and potential customers will judge you more on your response than on the original complaint.
Acknowledge, Apologize, Act
Here’s a simple formula for responding to negative reviews:
- Acknowledge the issue: “I’m sorry to hear about your experience.”
- Apologize (even if you think they’re wrong): “We apologize that we didn’t meet your expectations.”
- Take action: “I’d like to make this right. Please contact me directly at [phone/email].”
This approach shows that you care about customer satisfaction and are willing to fix problems.
Take the Conversation Offline
Always try to move the resolution process offline. Provide your direct contact information and encourage the reviewer to reach out.
This accomplishes two things: it shows other potential customers that you’re responsive, and it prevents a public back-and-forth that can make things worse.
Learn From It
Every negative review is valuable feedback. Maybe there’s a legitimate issue you need to address in your business.
I worked with a coffee shop that kept getting complaints about slow service during morning rush. Instead of getting defensive, they added another barista during peak hours and turned those negative reviews into a strength.
Flag Fake or Inappropriate Reviews
If you get a review that’s clearly fake, contains hate speech, or is just completely unrelated to your business, you can flag it for removal.
Don’t abuse this feature. Google won’t remove a review just because it’s negative. But they will remove reviews that violate their policies.
The Art of Responding to Positive Reviews
Positive reviews deserve responses, too! Here’s how to make the most of them:
Be Genuine and Specific
Don’t just say “Thanks for the review!” Reference specific things they mentioned:
“Thanks for the kind words about our deep tissue massage, Sarah! We’re so glad it helped with your shoulder pain. Looking forward to seeing you again soon!”
This shows that you actually read the review and care about your customers’ experiences.
Include Keywords Naturally
This is a sneaky SEO tip: when responding to positive reviews, include relevant keywords for your business. But keep it natural.
“Thank you for your review of our downtown Seattle bakery! We’re thrilled you enjoyed our sourdough bread and pastries.”
This helps Google understand what your business offers without being spammy.
Invite Them Back
Use your response to encourage repeat business:
“We can’t wait to serve you again next time you’re looking for quality plumbing services in Portland!”
Simple, but effective.
How Review Management Services Can Help
Look, I get it. You’re running a business. You might not have time to manage all this review stuff yourself.
That’s where review management services come in. These services can:
- Send automated review requests at the right time
- Alert you when new reviews come in
- Help you respond quickly
- Track your review performance over time
- Compare your reviews to competitors
They’re not necessary for every business, but if you’re struggling to keep up, they can be a lifesaver.
Some popular options include Podium, BirdEye, and Reputation.com. They’re not cheap, but the ROI can be substantial if reviews are driving significant business your way.
Reviews Are Your Local SEO Secret Weapon
Here’s the deal: Google reviews aren’t just nice to have. They’re essential for local businesses in 2024.
They directly impact:
- Whether customers find you in local searches
- Whether they choose you over competitors
- How much they trust you before they ever interact with you
- Your bottom line
The good news is that managing reviews doesn’t have to be complicated. Ask for reviews, respond to all of them professionally, and learn from the feedback you receive.
Do this consistently, and you’ll see results. Your local SEO will improve, more customers will find you, and your business will grow.
And isn’t that the whole point?
If you’re looking for help with your local SEO strategy beyond just reviews, hit me up. I’ve helped businesses from dispensaries to dental practices dominate their local markets, and I might be able to help you too.
Just don’t wait too long. While you’re reading this, your competitors might already be implementing these strategies and stealing your potential customers.
Get on it.