Somewhere along the line, businesses got it into their heads that having hundreds of generic “great service!” Google reviews would boost their rankings.

If that’s you, I’m going to ask you very gently to rethink. And if you don’t listen, I’m going to ask you very loudly to STOP COLLECTING BLOODY REVIEWS LIKE THEY’RE POKEMON CARDS!

Why?

Google isn’t fooled by your numbers game

Review gathering isn’t a race, it’s more like growing a garden – you want quality blooms, not just lots of weeds. Google’s algorithm is scarily good at spotting patterns in reviews that look dodgy.

How Google reviews CAN influence your SEO

Let’s get specific about how Google uses reviews as ranking signals:

E-E-A-T signals to Google

When customers leave detailed, genuine reviews, they’re sending powerful Experience, Expertise, Authoritativeness and Trustworthiness signals to Google. These factors play a massive role in how Google evaluates your business. A flood of thin, generic reviews doesn’t build E-E-A-T – it undermines it.

Local pack dominance

Google’s local pack – those three business listings with the map at the top of search results – heavily weighs review quality, not just how many reviews you have. The businesses that appear in these coveted spots typically have strong review profiles with genuine, detailed feedback from customers. This is why you will often see local results where a business with 5 well written reviews ranks higher than a business with 200 “great service” type reviews.

Keyword-rich content (for free)

When customers mention specific products or services in their reviews, they’re giving you free keyword content. A genuine review naturally includes terms your potential customers are searching for, in the language they actually use – not marketing speak.

Click-through rate booster

A genuine 5 star review is more likely to make users want to click through to your website . Higher click-through rates send positive signals back to Google, helping your authenticity and your rankings.

What does Google look for in reviews?

Google’s local algorithm doesn’t just count stars – it analyses multiple review factors:

Review velocity (suspicious if 30 identical reviews appear overnight)
Content patterns (generic vs descriptive language)
Reviewer profiles (established accounts vs one-time reviewers)
Response rates (how often and how well you engage)
Sentiment analysis (detecting the emotional tone)

The search engine can tell the difference between “Great service!” repeated 50 times and genuine customers describing their specific experiences.

Local SEO and reviews

For local businesses, reviews are even more critical. When customers search for “accountants near me” or “best copywriter in Manchester,” Google relies heavily on review signals to determine which businesses deserve prominence.

Real reviews create a kind of feedback loop:

Customers mention location-specific information
They reference particular services you offer
They use natural, conversational language
They describe specific problems you solved

All of this helps Google understand exactly what your business does and where it does it – essential information for local search rankings.

Why most review strategies fail

Most businesses approach reviews backwards. They chase numbers, offer incentives (against Google’s guidelines), or even worse – they buy or create fake reviews.

These practices will hurt rather than help your SEO:

Review gating (only asking happy customers for reviews)
Incentivising reviews with discounts or freebies
Using review generation services that leave suspicious patterns
Creating review templates for customers to use

The SEO impact of review manipulation

When Google spots review manipulation, the consequences go beyond just reputation damage. Your business listing could face:

Suspension from Google Business Profile
Removal of existing legitimate reviews
Diminished visibility in local search results
Algorithmic penalties affecting organic rankings

Google’s increasingly sophisticated algorithm can detect unnatural patterns in review acquisition, suspicious language similarities, and other signs of manipulation.

Creating a sustainable review strategy

Instead of obsessing over review quantity, focus on building a consistent flow of genuine feedback:

Make the review process ridiculously simple (fewer clicks = more reviews)
Time your requests strategically (when customer satisfaction is highest)
Personalise review requests (no generic templates)
Respond thoughtfully to every review (shows you’re engaged)
Use review content to improve your actual business (the best long-term strategy)

Remember – real reviews read like real experiences, not like someone copying and pasting “excellent service” fifty times. Focus on earning genuine feedback, and the rankings will follow.

Good businesses don’t need review-gathering gimmicks. They’re too busy delivering service worth talking about.

Want to stop wasting time and money on SEO nonsense? Grab my “SEO Myths Debunked” guide and discover what actually works in 2025 – no jargon, no fluff, just straight-talking SEO wisdom from someone who’s been in the trenches since before Google existed.