Importance of Reviews

Reviews account for approximately 21% of local ranking factors—the second largest factor after proximity.

Reviews and Rankings

Direct Ranking Impact

Google considers:

• Quantity: More reviews = stronger signal
• Quality: Higher ratings correlate with rankings
• Recency: Recent reviews matter more
• Velocity: Consistent flow signals active business

Indirect Ranking Impact

Reviews also affect:

• Click-through rates (higher ratings get more clicks)
• Engagement signals (time on listing)
• Conversion rates (leads to more business)

Reviews and Customer Behavior

Trust Factor

• 87% of consumers read online reviews
• 73% trust a business more with positive reviews
• 94% say a bad review has convinced them to avoid a business

Decision Making

• Reviews are the #1 factor in choosing between similar businesses
• Star ratings are visible immediately in search results
• Review snippets appear in Local Pack

Review Quantity Expectations

What customers expect to see:

Star Rating Impact

Rating Thresholds

• 4.0-4.5: Considered good by most consumers
• 4.5-5.0: Excellent, builds strong trust
• 3.5-4.0: Acceptable but raises questions
• Below 3.5: Significant concern for consumers

Star Rating in Search

Google may filter businesses with low ratings from certain searches. A 3.0 rating or below can significantly hurt visibility.

Review Components That Matter

Quantity

More reviews signal popularity and provide more data for Google.

Rating

Higher average ratings improve both rankings and click-through.

Recency

Reviews from the last 3 months carry more weight than older reviews.

Keywords

Reviews mentioning specific services may boost relevance for those searches.

Response Rate

Responding to reviews signals engagement and may help rankings.

Diversity

Reviews across multiple platforms strengthen your overall presence.

Reviews on Multiple Platforms

While Google reviews are most important for GBP, reviews on other platforms matter too:

Primary Platforms

• Google (most important for local SEO)
• Facebook
• Yelp

Industry-Specific

• TripAdvisor (hospitality)
• Healthgrades (medical)
• Avvo (legal)
• Houzz (home services)

Aggregation

Google may pull ratings from third-party sites for Knowledge Panel.

The Review-Revenue Connection

Studies Show

• One-star increase in Yelp rating = 5-9% revenue increase
• Businesses with 200+ reviews generate 83% more revenue
• 72% won't take action until reading reviews

Calculate Your Impact

If you get 100 monthly leads and convert 30%:

• 4.5 stars vs 3.5 stars = ~15% more conversions
• That's 4-5 extra customers per month

Key Takeaways

1. Reviews are ~21% of ranking factors
2. Quality, quantity, and recency all matter
3. 4.0+ rating is threshold for most consumers
4. Recent reviews carry more weight
5. Reviews directly impact revenue