Why Google Reviews Are Great for SEO
Online reputation has never been more important for businesses. In today’s hyper-connected world, where opinions are shared instantly through Google and social media, user-generated content carries more influence than ever. Reviews shape consumer decisions — from choosing a restaurant to deciding where to shop or which service to trust.
Among the most powerful of these user-generated tools are Google reviews. They don’t just sway opinions; they directly influence purchasing behaviour. In fact, 93% of people say they’re more likely to buy a product after reading a review (Qualtrics). That makes Google reviews a modern form of digital word-of-mouth, and an essential asset for any business.
But their impact goes beyond customer trust. Google reviews are incredibly valuable for SEO, too. You’re not alone if you’ve ever asked, “Do reviews help SEO?” or “How do Google reviews impact rankings?”. The answer is a resounding yes, and as we’ll explore, they can play a major role in helping your business rise through the search rankings.
A Google Review is a form of user-generated content that provides feedback on businesses or places on Google with comments and positive or negative assessments of their experience with the brand or place. These reviews are public and accessible to anyone who has searched the company or place, appearing on the Google Business Profile alongside the search results in the right-hand column of Google, as well as on maps. This provides relevant information composed of two different parts: a rating from 1-5 stars, and a written opinion.
These reviews can play a strong role in influencing customers, and they are front and centre, integrated directly into the Google search, commanding visibility. A business with great reviews and a high star rating is far more likely to attract clicks and trust from new visitors, as opinions matter to people. According to PR Newswire, 4/5 of consumers have changed their minds about a recommended purchase after reading negative online reviews, proving the impact that reviews have on potential customers.
Reviews do more than just simply build trust and influence; they also help your business show up in local search results, improving local SEO. Google can gather information such as how many reviews you have, what people are saying about your business, how often you get them, and keywords within the reviews. This makes it more likely for your business to appear in the top spots on Google, local listings and Google Maps.
You may be wondering how reviews impact rankings, or do Google reviews help SEO. Well, they do, and here’s how.
Google reviews show Google that your business is credible, active, and relevant to local searchers, which boosts your chances of ranking higher in both local listings and standard search results. Think of it as Google reviews sending strong trust signals to the search engines, and here are a few ways reviews impact rankings:
When customers leave reviews, they naturally include relevant keywords such as “best bagel shop in Nottingham”. This helps businesses show up in related searches, as keywords in reviews are powerful SEO tactics that customers don’t even realise they’re doing. They often mention things such as your services, location, or products, which provide you with naturally occurring keywords to help Google understand more about your business, improving your visibility for relevant searches.
Local Pack Rankings: The local pack consists of the map and three business listings that display at the top of local search results, and it is largely determined by Google reviews. Google chooses which businesses to emphasise based on the quantity, quality and star rating of your reviews.
New Content: As reviews are a form of user-generated content that tends to come often, it keeps your Google Business Profile fresh, which Google really loves, as it can tell you’re a relevant and legit business.
Click-Through Rate: Another ranking signal that Google considers is star ratings in search results, which attract attention and potentially raise your click-through rate. When your business shows up in search results with a 4 or 5-star rating and plenty of reviews, people are much more likely to click, increasing the CTR and sending a positive signal to Google that your business is relevant and useful.
Authority and Trust: A consistent stream of positive reviews lends credibility to your company, which Google rewards with increased exposure as it can tell you are a trustworthy and authoritative company.
Basically, Google reviews and SEO are much more connected than many people and businesses tend to realise. They aren’t just nice things to have that may support your business, but they actively help your business climb the search rankings and heavily influence customers.
SEO and Google reviews compliment each other to increase your online visibility. Reviews help to improve your visibility in search results, and more people are then able to discover your business and leave their own feedback. These new reviews help to keep your profile active, build trust and send positive and fresh signals to Google. By doing this, it builds a stronger online reputation and improves your SEO, starting a review-SEO cycle.
Now that we know that Google reviews help SEO and they have a symbiotic relationship, the next step is building your reviews and getting more of them, the right way. As we all know, Google can be quite strict, and they have guidelines around their review solicitation, so it is important to encourage feedback in a way that is ethical and transparent.
Here are a few simple yet effective tips to increase your review count:
Make it easy and accessible: by sharing your Google review link in emails, SMS, on receipts and more, you can get customers to leave feedback in just a few clicks that is easy and accessible for them.
Utilise social media and your website: You can create a button on your website to leave a review, or include it on your social media posts or stories to further your reach and provide an easy way to gather reviews.
Reply to your reviews: make sure that you respond to your reviews, it doesn’t matter if they’re positive or negative, all reviews should be responded to; this shows that you value feedback. It can also encourage more customers to share their experiences, and for you to explain any negative reviews.
Ask appropriately: it is important to make sure that you ask for a review at the right time, for example, if you’ve had a successful sale or great customer interaction, it can be a good idea to politely ask if they’d be happy to leave a review!
Keep your Google Business Profile updated: make sure that your profile is updated with the right business hours, contact details, services and photos. This helps to build trust and give users much more insight into your business, whilst maintaining a professional profile to encourage more business and reviews, which help rank your business in relevant searches.
If you’re ready to take your SEO strategy to the next level, especially when it comes to making the most of Google reviews and local search, Clever Clicks Digital is here to help. Whether you’re just getting started with your Google Business Profile or need a full digital strategy tailored to your goals, our team is ready to support you. Contact us today!
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