Gaining positive 5-star Google reviews is essential for improving your local SEO. By earning more 5-star Google reviews, you’re demonstrating that your business is trustworthy and delivering exceptional products or services. However, something unusual is happening. Google has been deleting 5-star Google reviews from business’ Google Business Profile accounts. Why is this happening? Here’s a study from Google Search Land that explains why Google is deleting 5-star Google reviews:
Google’s Battle Against Fake Reviews
Google’s crackdown on fake reviews highlights the risks businesses face when buying reviews or offering incentives for positive feedback. Such practices can lead to the removal of these reviews or even the disabling of the reviews section altogether, accompanied by a warning from Google.
In the study, it shows that 73.1% of deleted reviews are actually 5-star ratings, while 1-star reviews are the second most frequently deleted. This is likely due to violations such as inappropriate language.
Moderate reviews (2 to 4 stars), on the other hand, are less likely to be removed, likely because they appear more balanced and have less impact on a business’s reputation compared to extreme ratings.
Could Algorithm Updates Play a Role?
As Google continues to refine its systems, it is possible that algorithm updates could delete low-quality or inauthentic reviews. Although Google’s Trust & Safety team, which oversees review algorithms, operates separately from its algorithm development team, the integration of review data into local rankings, AI descriptions on Google Business Profiles, and AI Overviews on search result pages makes this connection plausible.
During the study, the research team saw significant spikes in Google review deletions on October 12, October 28, and November 1, despite no official Google updates during October. Insights from Localo’s analysis of 50,000 deleted reviews and discussions in the Local Search Forum suggest noticeable shifts in review moderation during September and October. This pattern hints at a potential link between algorithm changes and review deletions that warrants further exploration.
The Importance of Engagement: Responding to Reviews
The study’s findings reveal that 66.1% of deleted reviews lacked business replies. Engaging with reviews—positive or negative—can demonstrate to Google that a business values customer feedback and is actively managing its online reputation. Responding thoughtfully not only limits the likelihood of deletion but also enhances average ratings and conversion rates.
The primary benefit of replying to reviews is showcasing a commitment to customer care. This approach fosters trust among potential customers and strengthens a business’s online presence.
High-Risk Review Categories: “Service and Staff”
Reviews focusing on general customer service quality, staff friendliness, expertise, or responsiveness appear to be the most frequently deleted category. The high volume of reviews in this category may make it more susceptible to generic or inauthentic feedback. Encouraging detailed, specific reviews that highlight genuine experiences can mitigate these risks.
Machine Learning Insights: Factors Influencing Deletions Using a Random Forest algorithm, the machine learning model identified key factors influencing review deletions, including:
- Sentiment: Overly positive or negative reviews are more likely to be assessed.
- Length: Shorter reviews may be flagged as lacking substance.
- Ratings: Extreme ratings often attract more attention from Google’s moderation systems.
Beyond textual analysis, reviewer behavior—such as the number of reviews posted, average length, and posting frequency—also plays an important role in identifying authenticity. As AI-generated reviews become more sophisticated, incorporating user-centric features into moderation systems will be imperative.
Recommendations for Businesses
To maintain your online reputation and adapt to Google’s evolving review moderation processes, consider the following steps:
- Engage with reviewers by responding promptly and thoughtfully to all reviews, demonstrating your commitment to customer satisfaction.
- Use local SEO tools, such as Google review management software, to efficiently track, analyze, and respond to customer feedback.
- Avoid incentivized reviews: Focus on organically encouraging genuine feedback to build trustworthiness.
- Stay informed: Monitor Google’s content policies and algorithm updates to ensure compliance.
- Report fake reviews: Actively flag spam or inauthentic reviews to maintain a transparent ecosystem.
Moving Forward
Google’s review deletion practices reflect its dedication to creating a trustworthy platform for businesses and consumers alike. With the increasing integration of review data into AI-driven tools like Google’s AI Overviews, maintaining authentic and high-quality reviews has never been more crucial.
By understanding the factors influencing review deletions and proactively managing customer feedback, businesses can protect their online reputation and thrive in today’s complex local marketing landscape. Staying engaged, informed, and authentic is the key to navigating these changes effectively.