Google reviews are key to building trust, attracting customers and local SEO. But businesses are noticing a scary trend: reviews — especially 5-star ones — are disappearing. What does this mean for local visibility and online reputation?
The Review Disappearance Problem
Many businesses use reviews to prove their credibility but lately a lot of those reviews have been deleted. And it’s not just the negative reviews that are being targeted. Our company GMBapi looked at 5 million reviews from customers in 79 countries and 20,000 locations. The results are shocking: 73.1% of the deleted reviews were 5-star.
Google’s Fake Review Focus
The main reason for these deletions is Google’s desire for a clean and trustworthy review system. You might think negative reviews are the target but it turns out 5-star reviews are being deleted more. This is because many businesses buy fake reviews or offer incentives for positive reviews. Google doesn’t allow this and can remove reviews or even disable the review section for a business.
1-Star Reviews and Moderate Ratings
Interestingly 1-star reviews are the second most deleted category. This is probably because of violations of Google’s content policies like inappropriate language. 2-4 star reviews are less likely to be deleted. These reviews are more balanced and have less impact on a business’s reputation than extreme ratings.
Algorithm Updates and Review Deletions
A big question is are review deletions tied to Google algorithm updates? There were no major Google updates in October 2024 but our analysis showed spikes in review deletions on October 12, October 28 and November 1. The Local Search Forum discussions and data from Localo also showed an increase in review moderation in September and October. Although Google’s Trust & Safety team handles review algorithms separately, future algorithm updates could mean more scrutiny of low quality or fake reviews.
Why Engagement Matters: Responding to Reviews
One of the interesting findings from our study was 66.1% of deleted reviews had no business response. So responding to reviews — both positive and negative — can reduce the chances of deletion. Engaging with reviewers not only shows you value customer feedback but also tells Google you are actively managing your online reputation.
Plus responding to reviews positively affects your average rating and conversion rates. Reviewers are less negative when businesses respond well so this is a key strategy to protect and grow your reputation.
High-Risk Categories: Service and Staff Reviews
Our research found that reviews about “Service and Staff” were the most deleted. These reviews talk about service, staff, and response. Since this category gets the most feedback, it’s more prone to generic or fake reviews. Businesses should encourage customers to leave detailed and specific reviews that are real.
Machine Learning Insights: Sentiment, Length, Rating
We used a Random Forest machine learning model to see what factors contribute to review deletions. The results showed that sentiment, length, and rating matter to Google.
- Sentiment Analysis: Extremely positive or negative reviews get flagged for review.
- Review Length: Short reviews get flagged as not substantial.
- Ratings: 1-star or 5-star reviews get more scrutiny than 3-star reviews.
Beyond the Review Text: Reviewer Behavior
Reviewer behavior also matters in Google’s moderation process. Factors like number of reviews from a user, average review length and time frame of reviews can indicate authenticity. As AI-generated reviews get smarter, including user-centric data in moderation algorithms will be key to detecting fake reviews.
Business Tips
To navigate Google’s review moderation, businesses should:
- Engage with Reviewers: Respond to all reviews promptly and thoroughly to show you care about customer satisfaction.
- Use Local SEO Tools: Manage reviews across multiple locations, analyze feedback and respond.
- Don’t Incentivize Reviews: Focus on organically getting real customer feedback to build trust and a strong online reputation.
- Stay Current: Review Google’s content policies and algorithm updates regularly.
- Report Fake Reviews: Help keep the playing field fair and transparent by reporting spam or fake reviews.
Next
Google’s review deletion process shows its commitment to a review platform. This matches its increased use of reviews in features like AI Overviews for local businesses. Knowing what gets deleted helps businesses manage their online reputation better.
In a changing digital world, having a strong online presence requires being on your toes and proactive with customer engagement. By getting real feedback and staying up to date with Google’s policies, businesses can build trust and win in local markets.