Google Reviews and SEO

Recently, people have asked me about the correlation between Google reviews and SEO. Several aspects need consideration when answering this question. However, I’m always surprised by how little attention businesses pay to their Google reviews. It starts with how few businesses encourage customers to leave reviews.

Where are Google Reviews?

For clarity, when I refer to Google reviews, I mean reviews that customers leave for a business and that appear on its Google Business Profile.

For example, here is the Google Business Profile of the Apple store in Newcastle upon Tyne’s city centre. The red box shows reviews.

When you click on the reviews, you’ve guessed it – you see the reviews left by customers.

Now that we’ve got that out of the way, let’s come to the multiple elements of the answer and a few more questions.

Do Google reviews affect SEO?

Yes. Google reviews do affect your SEO, but not necessarily in the way you think they do. You’ll often hear SEO consultants or others in the profession referring to Local SEO. This is a form of SEO based on the search intent of the visitor (i.e. is their intention to find something locally, in a physical location or area).

Google reviews can have a marked impact on your Local SEO. However, you’ll have to persist and keep focus on establishing a collection of positive reviews (ideally 5 star, but 4 star reviews are effective too).

Positive reviews help your visibility

The more positive reviews you have on your Google Business Profile, the higher you’re likely to appear in local search results. They’ll also affect how Google Maps displays your profile, potentially increasing its visibility.

You’ll note that I’ve used the words “likely” and “potential” in the above paragraph. That’s because Google states that the primary factor in search visibility for local searches is:

Local results are primarily determined based on relevance, distance, and prominence.

Google reviews help your profile prominence

The mention of prominence in that statement is very important. I’ve expanded the full explanation about the 3 elements mentioned and highlighted some of the comments from Google about prominence – you’ll see why:

Should you ask customers to leave Google reviews?

Absolutely. I’m going to place a caveat on this by saying you don’t want to encourage reviews if you think there is a possibility the customer will leave a poor review. I know it is common sense, but sometimes it is best to state the obvious.

Ideally, and certainly if you send a customer an email after receipt of an order, email your customer a link to leave a Google review.

‘ve seen some excellent ideas that take a different approach to this, including those clever QR codes on restaurant tables that ask you to leave a review (they get me every time!).

Why do Google reviews matter?

Google wants to see that you’re a trusted and helpful business that provides a quality service or product. Reviews provide it with the information to make that judgement. They’re a vital source of information to Google.

Furthermore, when a customer leaves a review, they create what is known as UGC – User Generated Content. In other words, you’ve not written it. Again, Google likes to see UGC.

Should you reply to Google reviews?

I used to be surprised by another behavior, but now I accept that many businesses either don’t care or don’t understand it. It is the lack of response to reviews.

You should always reply to Google reviews. That’s not just from a point of courtesy, there is a very good reason you should reply from a business visibility perspective and we begin to see the relationship between Google reviews and SEO.

Why reply to Google reviews?

Firstly, Google likes to see replies. It shows you’re an active and consumer focused business. All of this counts when it comes to the view Google takes of you.

Google review keyword opportunity

Secondly, there is an opportunity. Before I write this, there is no direct evidence of this tactic giving a direct benefit to your Google Business Profile or any other aspect of SEO. However, there is a huge amount of anecdotal evidence from people in the field of SEO, including myself.

When you reply to the review, mention keywords that are part of your SEO strategy. You provide Google with more information about what your business is associated with. Don’t overdo it, but use them where relevant.

Imagine that a customer has mentioned that they’re happy with the blue widget they bought from you. If the blue widget is a core part of your SEO and target keywords and phrases, say that you’re pleased to hear the blue widget is proving useful (or similar!).

Remember, this is a two-fold aim. It shows Google that you’re active and responsive and provides further confirmation of what you are associated with, sell, or supply.

Google reviews are a small part of your profile

Don’t forget that there are several other parts of your Google Business Profile. Over the years I’ve found it incredibly common how little businesses know about the capabilities of their Business Profile.

For example, most think it only has sections for their name, address, contact details, reviews, opening hours and photographs. In recent years, many new features have been added.

I plan to write another blog about these features later since there’s too much to cover in a post focused on Google Reviews and SEO. However, I’ll mention Profile Updates and perhaps you can go look at your profile and I suspect you’ll soon identify the power of that particular feature.

Finally, Google has a full guide to Optimising your Google Business Profile. It contains a lot of helpful tips and I’d strongly recommend you read it.