Google’s review deletions: Why 5-star reviews are disappearing
Google is deleting 5-star reviews at an alarming rate. Learn what it means for your business and how to safeguard your online reputation.
Google reviews are powerful. They’re essential for building trust, attracting customers, and boosting local SEO.
But what happens to your local visibility and online reputation when these valuable reviews suddenly vanish?
We’ve recently noticed a concerning trend:
A significant number of reviews are being deleted. And not just the negative ones.
To uncover the reasons behind these deletions, GMBapi (disclosure: I’m co-founder of the company) conducted extensive research, analyzing 5 million reviews from our customer base across 79 countries and over 20,000 locations.
The 5-star shocker: Google’s war on fake reviews
While you might expect negative reviews to be the primary target, our analysis revealed that a staggering 73.1% of deleted reviews were actually 5-star ratings.
This indicates that Google is actively combating fake and incentivized reviews, aiming to maintain the integrity of its platform.
Businesses that engage in practices like buying reviews or offering incentives in exchange for positive feedback will likely see those reviews disappear (and run the risk of the reviews section being disabled with an explanation of why this was done).
Interestingly, while 1-star reviews were significantly fewer than 5-star reviews overall, they ranked as the second most frequently deleted, likely due to violations such as inappropriate language.
Moderate reviews (2 to 4 stars) were less likely to be deleted, as they generally appear more balanced and have a smaller impact on business reputation compared to extreme ratings like 1-star or 5-star reviews.
The power of engagement: Responding to reviews matters
A significant finding was that 66.1% of deleted reviews had no business replies. This suggests that engaging with reviewers, both positive and negative, can reduce the likelihood of deletion.
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Responding to reviews demonstrates to Google that you value customer feedback and are actively involved in managing your online reputation.
The main reason to reply to reviews is to show prospects you care about your customers enough to reply to them.
We’re sure of the positive impact of replying to reviews on your average rating (reviewers tend to be less negative mostly) and conversion (if one handles the review replies well).
‘Service and staff’ reviews: A high-risk category
Interestingly, the most common category for deleted reviews was “Service and Staff” – reviews about customer service quality, staff friendliness, expertise, or responsiveness.
This could be attributed to this category’s high volume of reviews, making it more susceptible to generic or inauthentic feedback.
Recommendations for businesses
- Engage with reviewers: Respond promptly and thoughtfully to all reviews, demonstrating your commitment to customer satisfaction.
- Embrace local SEO tools: Use Google review management software to track, analyze, and respond to reviews across multiple locations.
- Avoid incentivized reviews: Focus on organically encouraging genuine customer feedback to build a trustworthy online reputation.
- Stay informed: Keep abreast of Google’s content policies and algorithm updates to ensure your reviews comply with the latest guidelines.
- Report fake reviews: Actively report spam or inauthentic reviews to Google, contributing to a fair and transparent review ecosystem.
Google’s review deletion process reflects its commitment to maintaining a trustworthy platform for both businesses and consumers.
We suspect that the usage of Google reviews to power Google’s AI Overviews (for local businesses) makes this even more important (for Google and local businesses).
By understanding the factors influencing Google’s take on your reviews and these deletions, businesses can proactively manage their online reputation and foster authentic customer engagement.
It remains business critical to protect and enhance your online presence in the increasingly complex local marketing landscape.