If you’ve ever Googled something like “best tacos near me” and picked the place with the most stars and the most people raving about their salsa, congratulations, you’ve helped shape the internet. Reviews aren’t just a nice-to-have anymore; they’re baked into how Google decides which businesses deserve to show up first. The best businesses aren’t just good—they’re visible, and loudly so.
So, how does Google actually use reviews to rank your business? And more importantly, what can you do to make those stars work harder for you?
Let’s get into it.
Google’s Love Language: Reviews
1. Volume speaks louder than vibes
The more reviews you have, the better. Quantity signals popularity, and popularity signals trust. According to Moz’s Local Search Ranking Factors, review signals make up about 17% of what determines your spot in Google’s local rankings. That’s not nothing. And while one glowing review is great, a hundred of them? That’s a signal Google can’t ignore.
2. Recency matters, stale reviews go stale fast
Google likes to see that people are still talking about you. A steady trickle of recent reviews tells the algorithm your business is active and relevant, not just a ghost of good service past. If your last review was from 2021, Google starts wondering if you’re still around. And honestly, so do your customers.
3. Don’t put all your stars in one basket
Google doesn’t just look at your Google reviews. It pulls signals from Yelp, Facebook, TripAdvisor, Healthgrades, and wherever else people are talking. Think of it like a reputation portfolio. The more platforms that vouch for you, the more credible you look. It’s also a hedge; if one platform tanks your rating, you’ve still got backup.
4. Words matter, not just stars
Google’s gotten pretty good at reading between the lines. Thanks to
Natural Language Processing (NLP), it can figure out the tone of a review and pick out keywords. So if someone writes “Best pediatric dentist in Austin,” that’s gold. It reinforces what you are and where you are, which helps Google connect the dots when someone searches for exactly that.
5. Not all reviewers are equal
A review from a Local Guide or someone who leaves reviews regularly might carry more weight. These folks have earned a bit of trust from Google, so their opinions get a little more attention. It’s like Yelp’s “Elite” squad, but with less brunch.
So, what can you actually do about it?
1. Start with your Google Business Profile
If your Google Business Profile (GBP) is half-finished or outdated, that’s a problem. Fill it out completely—categories, hours, services, photos, the works. Your description should be clear, keyword-relevant, and not written like a robot. Verified, well-maintained profiles are far more likely to show up in the local 3-pack. And if you’re wondering what the local 3-pack is, it’s that little box with three businesses that shows up right under the map. You want to be in there.
2. Ask for reviews like it’s part of the job, because it is
People won’t usually leave a review unless you ask. So ask. Use email follow-ups, SMS nudges, or even a QR code at checkout. Just make it easy. Tools like Birdeye and Podium can help automate the process without violating platform rules. And no, bribing customers with discounts for five stars is not a clever workaround; it’s a fast track to getting flagged.
3. Respond like a human, not a PR bot
Reply to every review. Yes, every single one. Thank people for the good ones. Address the bad ones with calm and clarity. Google sees this as engagement, and customers see it as proof that you actually care. Plus, it gives you a chance to correct the record if someone’s being unfair—or just plain wrong. Here’s what Google recommends.
4. Keep an eye on the whole ecosystem
Don’t just monitor Google. Use tools like ReviewTrackers to keep tabs on what people are saying across all platforms. If you’re getting the same complaint over and over, that’s not just a review problem; it’s an operations problem. And if you fix it, the reviews will follow.
5. Nudge people toward specifics (without scripting)
You can’t tell people what to say in a review, but you can guide them gently. Ask something like, “Mind sharing what you thought of the kitchen remodel?” or “We’d love to hear your thoughts on the Thai curry you tried.” That opens the door for keyword-rich reviews without crossing any ethical or policy lines.
6. Don’t forget your own website
Google mostly looks at third-party reviews, but that doesn’t mean your site should be left out. If you’ve got first-party reviews on your site, mark them up using structured data (Schema.org). That way, they might show up as review snippets in search results, which can boost your click-through rate. It’s a small technical lift with a potentially big payoff.
The short version
Reviews don’t just impress new customers. They signal trust to Google. If you treat them like a core part of your SEO strategy, you’ll start to see real movement. More visibility. More clicks. More trust. It’s not magic; it’s just good business.
That’s one more tool in the belt.
We’ll be back soon with more you can use.
Until then, keep building.
– Perfect Sites Blog