Google Reviews influence buyer decisions, with 95% of users reading reviews before a purchase. Reviews directly affect brand visibility, customer acquisition, and reputation. Positive reviews support growth, while negative or fake reviews can damage trust if not addressed correctly. Businesses must establish processes to manage reviews consistently and in alignment with brand standards.
Online review engagement continues to rise in 2025:
A balanced review profile builds credibility. Consumers are increasingly aware of review manipulation, such as excessive five-star feedback without detail. Negative reviews, when resolved professionally, show responsibility. Businesses must not solicit or purchase false reviews. Under ACCC enforcement, misleading reviews can result in financial penalties and reputational harm.
Fake reviews often follow identifiable patterns. Key indicators include:
Types of prohibited reviews under Google policy:
Handling reviews requires a standardised response protocol. Ensure all client-facing teams are trained to respond within a set timeframe.
How to respond:
Effective example:
Thank you for raising this. We’re reviewing your feedback and will contact you directly to resolve the matter. We appreciate the opportunity to improve.
Ineffective example:
Your feedback is inaccurate and not supported by other customers. Refunds are not applicable as per our policy.
Responses must remain neutral, informative, and avoid escalating the situation. Tone should reflect organisational professionalism.
To request removal of a policy-violating review:
Desktop:
Mobile:
Google maps:
Allow up to several business days for review processing.
Where reviews include false claims or breach legal standards (e.g. defamation, impersonation), submit a Google Legal Removal Request. Prepare documentation showing the breach, your business's identity, and impact. Review times vary and are not guaranteed.
Businesses should maintain an internal process for generating and managing reviews. Recommended practices:
Ensure reviews are treated as operational performance data. Avoid pressuring customers for reviews, which may be seen as coercive and breach guidelines.
Develop a review culture focused on feedback and service quality. Encourage internal teams to report recurring issues from reviews. Use feedback trends to inform training and product development.
Routine engagement with reviews should be formalised through standard operating procedures. Address every review, positive or negative, to maintain credibility.
Businesses should treat Google Reviews as an extension of brand communication. Responding constructively, flagging inappropriate content, and enabling authentic review generation must form part of standard marketing and customer success functions. Reviews are not obstacles; they are public indicators of service reliability and must be managed with consistency and professionalism.
