A perfect example came from Wil Reynolds’ talk at BrightLocal’s Local SEO for Good. He showed a sign from a Philadelphia cheesesteak shop that claimed to be “authentic.” The image on the sign was AI-generated and featured the Statue of Liberty floating above Philadelphia’s skyline. As Wil put it:

“When you use AI to build out your image… what does that do to your authenticity score?”

That small detail instantly collapsed trust. The business did not intend to deceive anyone. Still, in an AI-saturated world, customers are paying closer attention to what feels fake.

This idea kept surfacing throughout Local SEO for Good. Whether it was Melissa Popp explaining why people immediately spot generic content, or Leighanne Jones reminding us that AI has never lived a human moment, speakers repeatedly returned to the same point. Authenticity is becoming a defining competitive advantage for local businesses.

AI can produce content quickly, but customers want honesty, human presence, and local relevance. They are not asking for more content. They are asking for more connection.

This article brings together these perspectives to show how local businesses can stay authentic while using AI in thoughtful and practical ways.

Why Authenticity Matters More Than Ever in Local Marketing

Local customers weigh a long list of factors when choosing who to work with. They pay attention to the people behind a business, the way a company communicates, and whether it feels trustworthy. Authenticity plays a central role in how those impressions form.

Melissa Popp captured this shift clearly:

“People can see right through” generic or AI-generated content.

This is especially visible inside Google Business Profile (GBP), where people are ready to act. Trust grows through:

• Real photos
• Human review responses
• Helpful Google Posts
• Up-to-date service information
• Clear answers in the Q&A section

BrightLocal’s Google Business Profile Audit highlights issues that weaken credibility.

Melissa also warned that posting the same asset across every platform creates distance rather than connection. AI has amplified this divide. When customers scroll, authentic content stands out while generic content blends into the background.

For local businesses, authenticity is no longer optional. It directly influences whether someone reaches out.

The Limits of AI: What Machines Cannot Recreate

AI can help with tasks, but it has no lived experience to draw from. Leighanne Jones explained this memorably:

“AI has never experienced a heartbreak. It has never lived a human experience.”

A machine has never reassured a stressed homeowner, walked into a flooded basement, or sensed the tension in a customer’s voice. Without that grounding, AI often produces content that feels disconnected from reality.

Leighanne noted that AI works best as an assistant, not a replacement. “It can provide the foundation or the bones of a strategy,” she said, “but it shouldn’t be the full implementation.”

Industry reporting continues to highlight how often AI tools introduce factual errors or “hallucinations.” A recent analysis from The New York Times showed how systems from ChatGPT to Google still fabricate details with confidence, sometimes producing misleading or entirely incorrect responses.

For local businesses, tasks like metadata, outline drafting, and research summarization work well with AI. Tasks involving empathy, lived experience, and nuanced judgment do not.

Tools like Reputation Manager support the human side of communication by helping teams manage and respond to reviews consistently.

The Authenticity Battleground: AI Pollution and Real-World Signals

Authentic work does not always rise to the top of AI-generated results. Wil Reynolds shared a revealing example from his work in banking SEO. He developed a high-quality page grounded in real interviews and industry expertise. After 30 hours of effort, the page still lost to a competitor using mass-produced content written at speed.

His reaction reflected a frustration shared by many marketers:

“My 30 hours of work got beat by what they did in 30 seconds.”

Current AI models often treat repetition as authority. Large sites can flood the web with repetitive content in ways that smaller businesses cannot match.

Google has also acknowledged the scale of AI-generated spam creeping into search, updating guidance on the risks of “scaled content abuse” and how websites should approach generative AI:

“Generative AI can be particularly useful when researching a topic, and to add structure to original content. However, using generative AI tools or other similar tools to generate many pages without adding value for users may violate Google’s spam policy on scaled content abuse.”

Despite these challenges, Wil highlighted a shift that works in favor of local businesses. As people personalize their AI tools, they direct results toward brands they already trust. Human preference, social proof, and real-world reputation begin to outweigh content quantity.

In Wil’s words, “Human data is gold.” The trust built offline and on social platforms influences how people use AI and who they choose to work with.

BrightLocal’s Local Search Audit helps uncover strengths and weaknesses in these credibility signals.

How Local Businesses Can Stay Authentic Across Today’s Most Important Platforms

Authenticity appears differently depending on where customers interact with a business. Melissa Popp offered practical guidance across four major platforms.

Google Business Profile: Trust Through Consistency

GBP rewards businesses that keep their information accurate and active. Melissa emphasized GBP’s importance:

“Google Business Profile is one of the most important places we are sharing content.”

Authenticity strengthens when businesses:

• Upload photos from real jobs
• Maintain accurate hours and service details
• Respond to reviews with care
• Use Posts to address timely questions
• Share seasonal and local updates

The GBP Post Scheduler helps teams maintain this presence without losing momentum.

Facebook: Community Conversations, Not Announcements

Melissa described Facebook as a platform rooted in neighborhood conversations. People turn to groups for recommendations, updates, and local knowledge.

During Denver’s severe hail season, she observed that promotional posts rarely resonated. Practical advice and supportive updates performed far better.

For visibility across social and directory listings, Citation Tracker helps identify inconsistencies that weaken trust.

Instagram: Honest Visuals Build Confidence

Instagram favors visual storytelling rooted in real experiences. Melissa encouraged teams to take their own photos, even if simple:

“Pull out your iPhone. Use them. That’s real.”

People respond to:

• Before and after photos
• Candid team moments
• Quick behind-the-scenes clips
• Visual stories tied to local challenges

Authenticity in imagery increases trust. Stock photos and AI visuals rarely capture that effect.

TikTok: Small, Genuine Moments Travel Farther

TikTok thrives on spontaneity. Melissa described it as a place defined by “micro moments of authenticity.”

Local businesses can share quick tips, surprising job moments, or light-hearted clips that show the personality of the team.

Using AI Without Losing Your Voice

Each speaker agreed on one key point. AI works well as a support tool but not as the creative engine that shapes a brand’s identity.

AI can lighten busywork. It speeds up research, outlines, metadata, and idea generation. Leighanne described it as useful for the “bones” of a strategy.

The limits become clear when AI is asked to imitate emotional intelligence or local understanding. Review responses, community messages, and service-oriented content benefit from a human voice that reacts with context and empathy.

AI can help you deliver faster. It cannot help you sound more genuine.

The Authenticity Playbook: five practical steps

1. Begin with customer language

Interview real customers. Pull keywords, concerns, stories, and local references straight from the people you serve. No model can recreate that texture.

2. Adapt a single idea into multiple formats

Melissa’s guidance still applies. One concept can be shaped differently for GBP, Facebook, Instagram, or TikTok. Each platform rewards a different kind of storytelling.

3. Infuse content with local detail

Use examples that only someone in your region would know. References to weather patterns, neighborhood quirks, or common homeowner issues give content a sense of place.

4. Highlight the team

People trust a familiar face. Real staff photos, quotes, and day-to-day glimpses anchor a business in humanity.

5. Reinforce your true differentiators

Wil’s testing revealed that repeating accurate, meaningful information about your business helps AI models understand what you do. Authentic details, when reinforced across your site, become stronger signals.

Conclusion: Authenticity Remains a Durable Advantage

AI will continue to evolve, but lived experience will always shape the most compelling stories. Wil expressed it clearly:

“You’re not going to win by outsourcing your authenticity.”

Melissa showed how trust grows through steady, real engagement.
Leighanne reminded us that human insight cannot be automated.
Wil demonstrated the long-term value of real-world credibility.

These themes surfaced across Local SEO for Good because they reflect how people decide who to work with. Customers rely on honest communication and meaningful connections when making local choices.

AI can help teams work faster. It cannot replace the qualities that make local businesses memorable and trusted. Authenticity remains the strongest foundation for long-term success.

You can see how we’re implementing AI to help teams and small businesses work faster in our AI Roadmap.

Online reviews don’t just belong on your business listings. When shared across multiple marketing channels, they can have a wider impact on trust, decision-making, and ultimately, purchases. By repurposing reviews, they can have a longer shelf life and make a bigger impact on customers at different stages of the marketing funnel.

In this blog, we’ll explore how you can maximize your online reviews across off-site marketing channels, including emails, ads, social media, print, in-store, and more. By using reviews strategically, you can turn every positive testimonial into a powerful marketing asset that reaches more people and keeps your reputation top of mind.

Step-by-Step: Turning Reviews Into Marketing Assets

To make the most of your reviews, it helps to follow a clear process. The eight steps below walk you through everything from auditing your existing reviews to creating assets, measuring performance, and keeping your content up-to-date. This gives you a repeatable process that you can rely on each time you want to bring your review marketing to life.

1. Audit Your Reviews

Start by collecting your reviews from each platform so you can see all the reviews you have to choose from. You could do this in a spreadsheet or Word document, or by connecting your reviews to a review management tool that collates all your reviews for you.

A thorough audit helps you understand what you already have and where there may be gaps. If one of your key services, products, or USPs is missing from your reviews, you may want to focus on generating more reviews first.

2. Choose Which Reviews to Repurpose

Once you have a clear picture of your reviews, select the ones that you want to repurpose in your marketing. Highlight reviews that are relevant to your audience and your offering. If you offer multiple services or products, choose reviews that cover each to avoid confusing potential customers. Some services may be better used on certain channels.

Pick a variety, including some with lots of detail, and some with short soundbites that would work on other channels. Avoid heavily editing reviews, but you may need to pull out sections of longer reviews, as lengthy reviews may not work on all channels.

3. Ask Permission

Even though a customer has chosen to leave you a public review, it doesn’t necessarily mean you can do what you want with these.

While it isn’t illegal to reuse reviews, it is best practice to ask for permission, especially if you are using the reviewer’s full name or photo, or cutting the review down in size. Seeking permission means no surprises for the reviewer later down the line when they see their name in lights.

Don’t use reviews where there is information that could violate a customer’s privacy, even if this is information they have shared themselves. This is especially true for healthcare providers or financial institutions that are subject to specific laws relating to online reviews.

4. Map Reviews to Channels

Next, decide which reviews work best for each marketing channel. Punchy quotes work well for social media and paid ads where space is limited, while longer testimonials may perform better in emails, blog posts, or print materials.

Matching the message to the right channel can help connect with your audience at different stages of the buying process. Reviews focused on your offering and customer support may work well for top-of-the-funnel marketing assets, while specific reviews on products or services could help get customers that are close to buying over the line.

Not sure which channels you could use? Keep reading and we’ll explain your options.

5. Design Assets

Time to get designing! Turn your chosen reviews into marketing assets such as social media graphics, videos, or print materials. You may choose to hire a designer to help with this, or tools like Canva can go a long way in creating simple on-brand assets that fit different channels.

Include the star rating, review platform name, and reviewer’s name, where possible to add social proof. If you can, include a link back to the review platform so readers can check the source and feel sure you’re being truthful in your marketing. Don’t over-edit or embellish the review content, as this will harm trust in your business.

6. Measure Performance

Before hitting ‘Publish’ on your review marketing, think about what success looks like for you. If you’re already running campaigns without review social proof, compare these to your new review campaigns to understand what works best.

Look at engagement, click-through rates, and conversions to see how your review marketing is landing. If the marketing channel you use doesn’t have simple measurement options, consider adding trackable links using tools like Google Tag Manager, BitLy, or HubSpot to see how your campaign is performing.

7. Refresh and Rotate

Reviews are not a one-time asset. While the shelf-life of a review can be extended by using it in your marketing, old or outdated reviews can make your business seem stale or make customers think you have no recent successes to shout about.

Continue to ask for new reviews, and update your marketing materials regularly with these. Using the same reviews over and over can have a diminishing effect, with customers less influenced by seeing the same review multiple times.

If you’re using your overall star rating from a specific review platform, make sure this is automatically updated, or if that’s not possible, manually update this frequently. If what a customer sees doesn’t match the truth, they may feel that you have misrepresented your business, even if it was true once upon a time!

Choosing Marketing Channels for Review Marketing

Once you’ve nailed your review marketing strategy, it’s time to decide where they’ll make the biggest impact. Different marketing channels reach people at different stages of the customer journey, so choosing the right mix helps your message land at the right moment.

Review Sites

Of course, potential customers will read your reviews directly on review platforms like Google, Yelp, and Facebook. Keep your profiles up-to-date, respond regularly to reviews, and monitor closely to be aware of what customers are saying about your business.

Unlike local business websites, business listings can use review schema, so this may be your best chance of getting those elusive stars next to your business name in search results.

Your Website

Your website is where potential customers go to learn about your business from the source. It’s the best place to tell your story in your own words, without third-party influence. You can showcase reviews directly on your website by embedding them in key pages like your homepage, service pages, or contact page.

Many review management tools offer review widgets that can show your best reviews on your website by pasting a small bit of code. It’s also powerful to use reviews in the places where customers are making decisions on your website, for example, next to enquiry forms or pricing pages. This social proof helps to reassure customers that what you’re saying about your business is backed up by the experiences of real people.

Paid Ads

Reviews can make a big difference in paid campaigns on social or search. Short quotes or star ratings can help your business stand out, and instantly tell searchers what makes your business unique.

Keep the messaging authentic and relevant to the ad’s goal. Ads often have little space to impress a potential customer, so make any quotes short and sweet. Ads on social media often work best as part of a larger campaign, rather than being the first thing a potential customer sees of your business.

Social Media

Social media is ideal for sharing reviews in an engaging and visually appealing way. Turn reviews from happy customers into posts, stories, or even short videos paired with visuals of your business in action.

Regularly sharing reviews on social media gets your best feedback seen by a wider audience, but also may encourage customers to write a review for you with the hope that their message will get shared too!

Email Marketing

Email is often an underappreciated channel for many local businesses. The best thing about email is that the audience is already engaged in your business, as they will have chosen to opt into hearing from you.

Including reviews in emails adds credibility to your messages and can help move subscribers toward action. Add reviews to your welcome emails, newsletters, or include a short quote in your email signature. Featuring reviews in emails reminds your audience of real customer experiences.

Case Studies

Reviews are a great way to identify happy customers who may be willing to share their experience in more detail. Identify positive feedback and contact those customers directly, or reply to their review and invite them to get in touch if you don’t already have their details. This can lead to rich case studies built from genuine customer experiences.

Case studies let you showcase the entire customer experience from start to finish. They provide credible content that can be used across marketing channels to give potential customers a clear idea of the value your business offers.

Printed Marketing Materials

Online reviews also have a strong use in offline marketing. Share reviews in printed marketing materials such as brochures, flyers, or even as part of adverts in local magazines or newspapers.

Featuring short, genuine quotes and star ratings in print builds credibility with potential customers who may not yet be aware of your business, and extends the reach of your online reputation to offline channels.

Invoices, Receipts, and Packaging

Every customer touchpoint is an opportunity to build trust. Including reviews or star ratings on invoices, receipts, or packaging reminds customers of the positive experiences of using your business and encourages repeat business. These may even translate into more reviews.

In-store Displays and Signage

For businesses with a physical location, in-store displays and signage are great ways to showcase reviews. Displaying customer quotes and star ratings from top review sites on walls, windows, or posters reassures visitors that you stand for good customer service.

But be aware, it may be harder to regularly update reviews that are printed and on display. It may be best to avoid printing overall star ratings, numbers of reviews, or dates of reviews as these can go out of date very quickly. Also, be aware that if a review talks about a service or product that you later stop providing, or a staff member who later leaves, you may need to update the in-store signage.

Keep Your Reviews Working Harder

Your reviews are more than just testimonials on a listing; they’re powerful marketing assets. By sharing reviews across online and offline marketing channels, you can extend their reach, longevity, and influence.

To keep this impact growing, make review marketing part of your regular workflow. Continue collecting fresh feedback, monitor your profiles, and update your materials so everything stays accurate and relevant. The more consistently you use your reviews, the more they will work for you by building trust, supporting conversions, and showcasing the great experiences your customers have every day.

If it’s not on your radar for getting in front of your customers, it should be.

Now, TikTok is expanding its role in local search with the Local Explorer Program, a new initiative that rewards users for posting place-based reviews. It’s another step toward making TikTok a destination for real-time discovery, giving users more ways to surface local recommendations directly within the app.

For SEOs, understanding how this program works is key to staying ahead of how visibility is shifting across platforms.

What is the TikTok Local Explorer Program

The TikTok Local Explorer Program is for people who love sharing authentic reviews of places they’ve visited. It works similarly to Google’s Local Guide program.

Whether it’s your favorite neighborhood restaurant or a hidden gem you stumbled across while traveling, TikTok wants to hear about it. By regularly posting meaningful, location-based reviews, you can earn experience points (XP), level up through the program, and unlock special perks that give your content more visibility.

This is a community-driven feature designed to help users discover trusted local recommendations on the app. As you contribute more helpful content, TikTok rewards you with perks that help boost your presence on the platform.

Requirements

To participate in the Local Explorer Program, you must be 18 years old or older and not be using a merchant account. This feature is only available in certain regions as of right now (Oct 2025), without specification of those regions in the TikTok documentation.

To get started, you must submit location-based reviews that follow TikTok’s standards:

• You must include text in your review
• Your review should reflect your real, personal experience
• Photos aren’t required but can earn you extra experience points

There are levels within the Local Explorer Program once you start submitting reviews. You’ll start at Level 0 and work your way up by earning experience points (XP) from your approved reviews. There are six levels total:

• Level 0
• Level 1 (20 XP required)
• Level 2 (80 XP)
• Level 3 (200 XP)
• Level 4 (500 XP)
• Level 5 (1,000 XP)

The more XP you earn, the higher your level and the more benefits you unlock, such as badges, access to exclusive communities, and monthly Promote coupons (available in the U.S. starting at Level 5). Another thing to note is that TikTok approves reviews before XP is applied; they state that it usually happens within 24 hours. So, it could take a little bit for the XP to show up in your account.

More on XP

XP is how TikTok tracks your contributions in the program. You earn it by submitting location reviews, and the amount depends on the length and quality of your content.

The maximum XP you can earn per review is 25 XP, which is reached by submitting a review with at least 200 characters and including a photo.

If you submit more than one review for the same location in a single month, they’ll count the highest-earning one and give you the difference as long as it doesn’t exceed the 25 XP cap.

Once you begin earning XP, you can work your way towards Perks. These are automatically unlocked as soon as you reach a new level. At higher levels, you gain access to exclusive communities, receive profile badges, and at Level 5 earn a $2 monthly Promote coupon in the U.S.

This system is designed to reward users who consistently contribute thoughtful, helpful content. So the more value your reviews offer, the faster you level up.

Why TikTok is Even More Important for Local SEO

The Local Explorer Program is one of the strongest signals yet that TikTok is investing in being a destination for local discovery. By encouraging users to post authentic, review-style content tied to specific places, TikTok is shaping how people explore and evaluate businesses in their area. From searchable place tags to location reviews and city-based content feeds.

For SEOs, this is something to pay attention to. The content coming out of the Local Explorer Program provides valuable signals:

• What types of businesses are getting visibility
• Which creators are influencing local discovery
• What language users are using to describe places and experiences

It also creates an opportunity to work more closely with social media teams. By tracking local tags, mentions, and review activity on TikTok, you can bring that data into your broader visibility strategy.

How to Use TikTok to Your Advantage

The Local Explorer Program opens the door for SEOs to take a more proactive role in how local businesses show up on TikTok. While a social media team may be managing the content itself, the insights coming from TikTok reviews and creator activity are valuable for shaping local visibility strategies.

This is where SEO and social can work in sync. TikTok gives you real-time data on what people are engaging with, how places are being described, and which businesses are gaining traction in discovery.

• Monitor what users are saying about your business
• Use reviews from TikTok on the site
• Learn from TikTok reviews and use language from there to write more compelling headings and conversion-friendly content
• Look for content opportunities within the app through filters, others searched for, etc
• Reuse TikToks for your GBP or embed on relevant pages on the site

Explore It, Don’t Ignore It

TikTok gives us direct access to how people are discovering and talking about local businesses. You can use that to your advantage by pulling insights directly from the app to strengthen your SEO strategy.

Just like you would monitor reviews from a GBP or Yelp and use that as social proof on a website, you can do the same with TikTok reviews. Highlight them on the site! Get an overall feel of what users are saying in their reviews and use that to write more conversion-focused content to urge users to take the next step.

Aside from review monitoring, you can use TikTok search itself as a research tool. Let’s use Voodoo Donuts as an example.

You’ll notice the app displays suggested filters under the search bar. Here we see “ASMR” and “Austin” which hint at how people are engaging with the brand. These behavioral patterns can help you uncover content opportunities tied to user intent that you won’t find in traditional keyword tools. In this instance it highlights they’re looking for satisfying sound-driven videos or trying to find information about the closest location.

You can also see “Others searched for” when looking up a specific business as well. This is similar to People Also Ask and can be another way to find content opportunities within the app. So for Sofi Stadium, people are often searching for the purse policy. They want to know what it is and what the actual size of an allowed purse looks like. That’s an opportunity for Sofi to create social and website content for.

Use these search features to better understand what people want to know before visiting a location, then apply that insight to your content. Whether that’s building out an FAQ, adding information to a Google Business profile, or creating website content to address potential concerns, TikTok is giving you real-time demand data.

You can also start by embedding relevant TikToks on high-intent service or location pages or uploading to a Google Business Profile listing to boost engagement, time on page, and to build trust and create social proof with content that feels authentic and relatable.

Set Your Sights Ahead

As search behaviors continue to evolve, SEO strategies can’t rely on Google alone to stay competitive. The rise of AI-generated results has created a growing demand for content that feels personal and trustworthy. People want that human connection, and TikTok allows users to have it.

With its emphasis on real experiences and community-driven content, the Local Explorer Program is just one example of how the platform is moving further into local search. SEOs need to pay attention.

By collaborating with social teams, tracking local activity, and using TikTok data to inform your strategy, you’ll be better equipped to keep up with how people are actually discovering and choosing local businesses today.

The truth is, Google doesn’t just take your word for it when you fill out your Google Business Profile (GBP). Google loves to crowdsource information, and reviews are the best, most verifiable way for the search engine to do that. Your reviews are a direct, lagging indicator of how customers perceive your business, and they hold the key to ranking higher, converting better, and improving operations.

Julian Hooks, SEO Director at Asurion, who oversees more than 700 franchise and corporate locations, recently joined us for our Local SEO for Good event to share the strategic insights he uses every day.

We’ve taken his advice and compiled it into this helpful guide to mining your reviews for gold.

1. Identify Keyword-rich Themes (And Apply Them Everywhere)

In reviews, customers naturally describe your business in their own words, and these phrases are your high-converting keywords disguised as compliments.

The Golden Nuggets (Positive Reviews)

Your first step is to scan your positive reviews for recurring language, specifically, top adjectives, service descriptions, and value statements.

For example, a recurring phrase might be: “Same day phone repair,” “friendly and knowledgeable staff,” or “fixed my iPhone fast.”

Here’s how to apply these recurring phrases to your SEO strategy:

• On-page content: Incorporate these customer-validated phrases into your H1s, content, titles, and service blurbs. If customers rave about your “friendly service,” make sure that phrase is featured on your landing page.
• Conversion rate optimization (CRO): Use these phrases in your meta descriptions to help increase your click-through rate (CTR).
• The ranking factor debate: While some experts argue that keywords in reviews don’t matter for ranking, data from businesses with hundreds of locations suggests otherwise. Julian has seen that keywords in customer reviews do have a great impact on where you rank for specific terms. Google increasingly highlights verbatim review snippets in the local pack to justify relevance, often over service descriptions or website mentions.

“We’ve seen data across hundreds of locations showing that keywords in customer reviews do have a great impact on where you rank for specific terms. Google will often highlight those verbatim snippets to justify its relevance.” 

2. Embrace the Gift of Negative Feedback

No one likes getting a one-star review, but every negative review is an opportunity that should not go underutilized. Think of negative feedback not as criticism, but as a valuable gift for improvement.

Frequent complaints highlight operational and content opportunities. Your job is to identify and fix the issue, and then fix your reputation with the customer.

“We have to think of a negative review not as criticism, but as a valuable gift for improvement that should not go underutilized. It’s an opportunity to identify and fix both an operational problem and a content problem.”

How to turn negative feedback into improvement:

• Create FAQs: A lot of negative feedback comes down to simple miscommunication. If important details are “buried in the fine print,” and they keep showing up in reviews, you need to be more upfront. Use the complaint to create a clear, front-and-center FAQ section on your website or Google Business Profile.
• Rewrite service descriptions: If customers think they are getting one thing, but receive a different product or service, their expectations aren’t aligned. Rewrite your service descriptions and landing pages to clarify exactly what is (and isn’t) included.
• Run CRO tests: Use the pain points mentioned in negative reviews to inform your CRO testing and user experience updates on the site.

3. Scale Your Insights with AI

It is impossible to do this analysis manually for hundreds of locations, but even a local business with a few dozen reviews can effectively use AI tools like ChatGPT or Gemini.

You don’t need a custom API; you can simply:

1. Use a tool like Pleper.com or BrightLocal’s Reputation Manager to scrape and download your reviews (and your competitors’).
2. Upload that Excel file into an AI tool.
3. Ask the AI to “look for themes,” “analyze sentiment,” and “tell me what we’re doing right and what we’re doing wrong”.

This will save manual hours and provide instant data on things like keyword frequency, sentiment, and even how often a specific employee’s name is mentioned (great for incentivizing staff!).

4. Don’t Stop at Google: Multi-platform Optimization

While Google is the “big dog” in search share, you can’t ignore other platforms like Yelp, Facebook, and Reddit.

As Large Language Models (LLMs) and AI search tools (like Perplexity and ChatGPT) become more prevalent, they are heavily citing reputation and citation data from multiple ecosystems. Your strategy must include:

• NAP consistency: Ensure your Name, Address, and Phone number (NAP) are consistent everywhere. This isn’t just a Google ranking factor; it prevents an AI from citing an old directory from ten years ago and sending a customer to the wrong place.
• Monitor all platforms: If you have no presence on Yelp or Facebook, you will come up short in these LLM-driven searches. You must monitor and optimize your presence on all relevant platforms.

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5. Master the Art of the Ask

The best way to get a keyword-rich review is to master the art of asking.

The Power of the Personal Ask

The in-person ask at the point of sale by far outperforms everything else.

“The best way to get a keyword-rich review is to master the art of the ask. The in-person ask at the point of sale will by far outperform every follow-up email, text message, or automated prompt you try.”

Customers are much more likely to leave a review if they believe they are leaving a review for the person who assisted them, not the corporation.

The Script

The employee should simply say, “I hope you had a great experience. It would be great for my career and my job here if you could leave me a review. Please just mention what I did for you or what I fixed for you.”

Why does this work? Because they are leaving John a review on his service, which makes the request feel personal and easy.

Phrasing Digital Requests for Keywords

If you are sending follow-up emails or text messages, it’s all about the questioning.

• Don’t ask, “What could we have done better?” (This tends to turn them toward something negative.)
• Instead, ask, “What did we fix for you today?” or “How did we help you today?”.

This phrasing inherently encourages the customer’s answer to include the product or service you want to rank for (e.g., “You guys fixed my cracked iPhone 3 on the same day. It was awesome.”).

A Firm Stance Against Review Gating

In the conversation, Julian was asked about using a “middle page” to filter positive reviews to Google and negative ones to an internal channel.

His advice? Do not review gate.

It is a violation of guidelines, and you must “take the give” and accept that you will sometimes get a negative review. The benefits of a natural, honest review profile far outweigh the risk of being seen as fake or violating policies.

I recently spoke at BrightonSEO San Diego, where I shared my experience from working at Google and my years helping clients improve their Google Business Profile’s performance. I explained why this shift matters and what local marketers should do about it. Here’s a breakdown of the key takeaways.

From Links to Answers

For over two decades, Google has been a gateway to the web. Searchers typed in a query and were served 10 blue links. But that model is quickly becoming outdated.

Enter AI Overviews (previously known as Search Generative Experience or SGE). These AI-generated summaries sit atop the search results, answering questions directly on the page without requiring users to click through. And it’s happening a lot more than you might think:

• 88% of informational queries now trigger an AI Overview (Source: SEMrush)
• 40%+ of local business queries are beginning to do the same (Source: LocalFalcon)
• And a staggering 69% of all searches end without a single click (Source: Similarweb)

This has massive implications. Google is no longer just curating information; it’s synthesizing it. And in doing so, it’s reshaping how consumers discover and engage with local businesses.

Your Website Isn’t Dead, But It’s Not Where the Action Starts

Let’s be clear. Your business’s website still matters. It’s a key source of structured content that Google uses to inform its large language models (LLMs) like Gemini. But when it comes to local queries, the most critical piece of your online presence is now your Google Business Profile (GBP).

Why? Because that’s what powers the Knowledge Panel, and the Knowledge Panel is fast becoming the place where decisions are made.

Whether in AI Mode or traditional search, users are increasingly interacting with the GBP interface, not your website. Clicking on the business name or image doesn’t take users to the site. It opens the GBP directly in the search results. Even photos and videos are rendered right there in the panel.

As the image above shows, clicking on the links in AI Mode will open the business knowledge panel instead of taking you to the business website.

This means your Google Business Profile isn’t just a listing anymore. It’s your new homepage.

What Local Marketers Should Do Right Now

So how do you adapt? Here are six actionable steps to future-proof your clients’ visibility in a world dominated by AI and zero-click experiences:

1. Optimize Descriptions and Services with Intent

Your Google Business Profile description and service list are no longer just for users. They’re data sources for Google’s AI.

Use clear, keyword-rich language that mirrors the way people ask questions. For example, if you’re a family law firm, don’t just say “We offer legal services.” Say, “We help with divorce filings, child custody, and adoption cases in [City Name].”

Inject your unique selling points and highlight anything that might resonate with search intent.

2. Choose the Most Specific Primary Category

This one’s easy to overlook, but it’s arguably the most impactful change you can make. Don’t settle for generic categories like “Lawyer” or “Store.” Go specific: “Personal Injury Attorney” or “Mexican Restaurant” gives Google a much clearer signal about what you do.

Once you’ve nailed the primary category, add relevant secondary categories. Avoid anything that doesn’t directly relate to your services. Irrelevant categories can dilute your authority and confuse the algorithm.

3. Reviews: Prioritize Frequency, not Just Volume

Yes, you need a lot of reviews. But you also need them to be frequent, relevant, and full of keywords.

Google’s AI models now extract intent and attributes from review content. So a review that says, “Best place for emergency dental work in Tampa!” is more valuable than one that says simply, “Great service.” Encourage customers to be specific and include photos whenever possible.

4. Complete Every Section of Your Profile

Google rewards data-rich profiles. Fill out every attribute, even if the answer is “No.” For instance, if a business isn’t woman-owned, still mark that attribute as “No” rather than leaving it blank. A complete profile sends trust signals and helps the AI understand your business more confidently.

Consistency matters too. Make sure your business name, address, and phone number (NAP) match exactly across your website, GBP, and directories.

5. Use Real Photos and Videos and Update Them Often

AI is now scanning visual content, not just metadata. That means every image or video you upload is another opportunity to confirm your relevance, authenticity, and location.

Showcase interior and exterior shots, team members in action, and real customers (with permission). Avoid stock photography or AI-generated images. They’re easily flagged and less trusted by the algorithm.

6. Post Regularly to Influence Conversions

Google Posts might not boost rankings, but they do improve conversions. Treat them like digital signage. Promote seasonal offers, share news, or highlight unique services.

Since users are now engaging more with your GBP than your website, this is your chance to shape their perception and nudge them toward action, whether that’s a call, a direction request, or a visit.

The Big Takeaway

Google is no longer just a search engine. It’s an answer engine. And the businesses that win in this environment are the ones who feed the machine with the best, most relevant, and most complete data.

In this new world, your Google Business Profile is the most important source of local business data for Google AI.

It’s a living, breathing representation of your business, and it might be the only thing a customer sees before they decide to call, visit, or move on.

So optimize it like your business depends on it.

Because increasingly, it does.

When a suspension occurs or a verification fails, it can feel like Google just pulled the rug out from under you. To help you stay one step ahead, our CEO, Myles Anderson, sat down with two of the industry’s sharpest minds, Joy Hawkins and Ben Fisher, at the 2025 Local SEO for Good event to get their most practical, no-nonsense Google Business Profile advice.

Here’s a breakdown of the top strategies and insider tips they shared.

Mastering Suspensions and Reinstatement

Suspensions remain one of the biggest frustrations for GBP managers, but if you prepare properly, you can be reinstated.

Be Proactive and Patient

Joy Hawkins’ advice was simple but critical:

“Have your required documents, like your business license, ready before a suspension hits.”

— Joy Hawkins, Owner/Founder, Sterling Sky

Don’t wait until panic mode sets in. Gather your documentation early, keep it updated, and store it safely.

Patience is also key. Reinstatements can take time, and Google’s new appeal process can be unforgiving. Once prompted, you may only have 60 minutes to upload all your files.

Your Suspension Reinstatement Checklist

When submitting an appeal, your goal is to provide a body of proof that your business exists and operates legitimately at its stated address.

Here’s what to include:

• Business license: The name and address must match your GBP listing exactly. There can be no variations or typos.
  
• Secretary of State entry: Provide either a link to your official record or a screenshot of it alongside the search URL.
  
• Utility bills: Only include if necessary, and make sure they match the business name.
  
• Alternative utility proof: If utilities are included in your rent, use a cell phone bill in your business name instead, but ensure it is in the exact GBP business name, not a personal name or parent company name.
  
• DBA/fictitious name: Have your DBA (Doing Business As) information handy and updated.
  
• Third-party proof: Gather supporting evidence from organizations like the Better Business Bureau or the Chamber of Commerce that can prove your business’s existence.

Verification Made Simple

Verification can be confusing, especially for service area businesses (SABs).

For Service Area Businesses (SABs)

Ben Fisher cleared up one major misconception:

“A service business doesn’t have to verify using the owner’s home address.”

—Ben Fisher, Co-Founder and Diamond Google Product Expert, Steady Demand

• Verify at a client location: You can drive to a location that matches your service area (e.g., a home you are selling if you are a realtor) and use that for verification.
• Signage is not required: If you are a service area business and your address is hidden, you do not need to show signage during video verification.

How do you handling failed video verification?

• Check the link: Google’s messaging can be poor. If you receive an email saying verification failed, click the link to view your profile; it may actually be verified.
• Request a live agent: If the automated verification fails, contact support and request a live agent to conduct the video verification. This allows you to interact and explain your situation (e.g., if you are in a new development without street signs).
• Bulk verification: If you manage ten or more storefront locations with the same business name, you should use the bulk verification process via Google’s Business Profile Help Center.

Ranking, Service Areas, and Physical Addresses

When it comes to local rankings, location still matters… a lot!

As Ben Fisher put it:

“The data is clear: having a physical address has a massive impact on your ranking radius.”

—Ben Fisher, Co-Founder and Diamond Google Product Expert, Steady Demand

Service area businesses (SABs) rank, on average, within a two-mile radius of their address. A storefront location, however, can rank anywhere from five to ten miles away.

Should SABs get a physical address?

If the potential lead generation outweighs the rent cost, SABs should invest in a staffed office. A published physical address provides a clear ranking benefit and can expand your reach fivefold.

Guidelines:

• The office must be staffed during business hours.
  
• Avoid coworking spaces as they frequently trigger filtering issues. As Joy warns, “Avoid them at all costs—they’re the landmines of local SEO.”
  
• Adding service areas to a storefront listing will not help you rank. You should never have overlapping service areas on multiple listings, as this is a cause for suspension.
  
• You cannot set your service area to be more than two hours of driving time from your verification address.
  

Resolving Missing Reviews

You’ve earned the review, but it’s not showing up. Frustrating, right? This often happens when Google’s filters remove reviews from brand-new accounts or shared Wi-Fi networks.

Here’s how to fix it:

1. Identify the cause: Reviews from new Google accounts are most likely to disappear.
   
2. Escalate to Support: Contact GBP support. Remember to reply to the first self-directed email you receive to open a path to a human agent.
   
3. Provide detailed proof: You need to help Google manually match the review to your profile. Ben explained why: “Google has to manually match up the review to your profile because reviews live in the Maps database, not the GBP database.” Provide a spreadsheet containing the reviewer’s name, the date, and the full review text.
   
4. Extract text easily: If a customer sends you a screenshot of the review, upload it to an OCR tool to quickly extract the text for your spreadsheet.
   

AI Content and NAP Consistency

Is NAP consistency still important?

Don’t sweat the small stuff. You no longer need to obsess over exact matches in punctuation or address formatting (like “Street” vs. “St”) across all directories. Google’s algorithm is smart enough to handle minor variations.

For managing citations at scale, tools like BrightLocal’s Citation Builder ensure your listings are correct where they count.

Can you use AI-generated content and images?

• AI-generated text: You can use Google’s feature to generate a description with AI inside the GBP control panel, as tests have shown there’s no negative impact on GBP ranking.
  
• AI-generated images: Proceed with caution. Google appears to be working to devalue them, and tests have shown that an initial ranking benefit was later reversed.
  
• Text on images: Adding keyword-rich text to an image and uploading it to your profile can provide a small, marginal ranking impact for long-tail queries.
  

Final Thoughts

Getting the most out of your Google Business Profile comes down to one thing: planning ahead.

Gather your documents early, keep your data clean, and build from a real, staffed address when you can. If AI tools save you time, great, but stay human at the core of your marketing.

You can see more of the videos from this year’s Local SEO for Good event on our YouTube channel.

Local SEO can mean a lot of things. For the sake of this article, it refers to organic visibility in Google Maps via the Local Pack. Or, more plainly, your Google Business Profile (GBP).

GBP is particularly relevant today because small businesses are losing organic clicks from top and mid-funnel queries to AI Overviews (AIO). For any business or marketer, fewer clicks means less data. For these small businesses, it can mean fewer leads, too.

In other words, showing up for bottom-of-funnel search queries is more important than ever. For local businesses, those queries are the ones driving prospective customers to the Local Pack.

How AIOs Impact SMBs: A Quick Look at 2025

For a lot of businesses, clicks go down as AIOs take over relevant search engine results pages (SERPs). This is true even if the business ranks well in the overviews, as the business referenced below does. While some AIO citations result in clicks, many do not.

Correlation is not causation, but this is not an isolated example. SMBs are seeing fewer clicks across the board, and it’s not difficult to guess why.

GBP is a Critical Source of Leads for SMBs

The bright side is this: GBP remains a critical source of leads for SMBs. In fact, I’ve seen about 10-15% more calls come through GBP compared to pre-AIO times.

Additionally, first-time calls to businesses with aggressive marketing packages saw their Google listings start to drive more leads than their organic website traffic (which was unusual for the businesses I work with, historically).

With the advent of AIOs, GBP has overtaken organic search for phone calls by a margin of about 12%.

Small Business Local SEO 101: Make Patterns, Not Big Changes

SMBs need an actionable and consistent approach to GBP. We’ll dive into tactics in a minute, but for now, I want to focus on the right approach: Don’t look for one “big” change to fix everything. Look for small improvements and iterate on them.

Google actually encourages this approach with on-site SEO in its SEO Starter guide. It says “…if you’re not satisfied with your results and your business strategies allow it, try iterating with the changes and see if they make a difference.”

This statement isn’t about GBP, but the same principle applies. Don’t chase the big fixes; instead, iterate on the small ones to create a positive pattern.

This includes things like:

• Posting regularly, in a natural cadence that reflects your business’s updates, events, specials, etc.
• Gathering reviews over time, naturally, and in a way that reflects customer experience
• Consistently reviewing changes to your GBP data and keeping it fresh, accurate, and updated
• Responding to reviews consistently, over time
• Responding to customer questions in the Q&A section as they are asked
• Keeping your website updated with relevant content and information

Let’s Talk Strategy: Tactics that Customers (and Google!) Love

So, what patterns should you create? And which tactics create them? The simple answer is this: Focus on the things you can control, or at least try to.

Below, I’ve listed what I consider the more important local SEO tactics for small businesses. Some of them may seem obvious; others not. But they’re all important, especially when taken as part of a larger strategy.

Keep Your Profile Updated & Accurate

This one’s pretty obvious: it’s important to keep your business information updated and accurate. Not because it’ll help you rank, but because it’s a good customer experience. (And because customers will get annoyed if your information is wrong.)

A 2023 study from BrightLocal found that 62% of consumers would not use a business if they found incorrect information about them online.

It’s also completely within your control and could impact whether or not a customer is able to find or call you. Thus, it’s worth noting.

Describe Your Business Accurately (Don’t worry about the SEO)

As a general rule of thumb, make sure your GBP accurately reflects your business as customers experience it in the real world. This means filling out every field in your profile and adding as much detail as GBP allows, including your business description.

Here are a few best practices for the description:

• DO fill out your business description with as much helpful information as possible, so customers can see what you’re about.
• DON’T use keywords in your description or try to cater to what you think Google wants.

Keep Your Photos Updated (and Helpful)

Include photos of your business storefront so customers know what it looks like from the street or parking lot. Add pictures of the inside, too, so they know what to expect when they get there.

Update images if something changes. This is especially relevant for businesses (such as restaurants) that change their menu frequently. Service-based businesses, such as law firms, may not need to update their photos as often unless something at the business location changes.

A few things to avoid:

• Stock photos
• Geo-tagging your images
• Low-quality images
• Outdated images

Show Customers What You Have to Offer

If it’s available for your business type, add products and services to your listing.

Products are detailed snapshots of what you offer; services are more like a menu of what you do.

I find the products feature particularly valuable because you can add a detailed description, image, and link to a related page on your website from the product listing. Even for service-based businesses (like law firms or dentists), “products” are a great way to give customers more information about how you can help them.

Prep for GBP Suspensions Before They Happen

Google Business Profile suspensions are a hassle. Prepare for them in advance. There are two types of suspensions: hard and soft suspensions. A soft suspension keeps you from editing your business information; a hard suspension completely removes it from SERPs.

If your listing gets suspended, you can appeal it and submit evidence for reinstatement.

Here’s a quick list of what you should have on file to make sure you can appeal your listing quickly in the unfortunate event of a suspension:

• Business registration
• Business license
• Tax certificates
• Utility bills (Internet, phone, water, etc.)

I also recommend keeping a picture of their storefront with signage on hand as well.

Reviews, Reviews, Reviews

Treat reviews like an ongoing part of your business operations and request them consistently.

The number of reviews and average star rating are important, but velocity (how often people review your business) is also important. If you can, I recommend using review management software, such as BrightLocal, GatherUp, or Podium, to request reviews.

A few best practices and notes regarding reviews:

• It’s okay if your star rating isn’t 5/5. People know you’re not perfect, and a 4.8/5 can look more authentic to customers anyway.
• Respond to reviews. Be kind and don’t get defensive. If you’re able, offer to fix the problem. If not, let the customer know you’ll do better next time.
• If a review is fake or harassment, do not respond to it; instead, report it to Google so it can be removed.
• Do not have your employees leave reviews! Only reviews from real customers count.

Perfect Your Intake (Make Every Lead Count)

It’s easy to treat your digital marketing as something separate from your business’s day-to-day operations. Once you get a lead or someone walks through the door, your Google Listing has done its job, right?

Kind of. The next step is just as important, though. When you get a lead (call, form, text), you need to make sure that prospective customers have the same helpful experience they got online. If you can, audit your intake (you’ll need call tracking for this!) and coach your team on how to work with prospective customers/clients when they reach out.

The goal is to turn leads into revenue, and that only happens when the lead converts.

Track everything really well (call Tracking, UTM codes, etc.)

Speaking of call tracking, if your business gets leads over the phone, use call tracking software on your website and your Google listing. Call data is part of your local SEO Strategy.

Set up call recording (if permitted by local laws) and pay attention to the origin of your calls.

Additionally, make sure to add UTM tracking codes to your Google listing and any links on it (appointment link, product link, website link, etc.). I won’t go into too much detail here, but this resource from Claire Carlile has everything you need to know (including a template!).

What about directory listings (other than GBP)?

“Local SEO” used to be synonymous with “directory listings,” and the general rule of thumb was this: The more, the merrier! Today, it’s more closely associated with Google Maps optimization, and it’s worth asking whether other directories are worth the time and money it takes to stay listed in them.

Not long ago, I revised my approach to these third-party listings and removed clients from many of them. Here’s what happened:

• Rankings did not go down (they went up, on average, for important terms)
• Leads did not go down (they went up, on average, for most clients)

This doesn’t mean directories don’t have their place, but syndicating your business information to 80+ listings that will never be indexed or seen by humans simply is not needed to achieve local SEO success.

When Third-party Directory Listings Really Matter

Local SEO is still SEO, so “it depends” applies even to third-party directory listings. There are a few technical instances in which directories are relevant, and not just for your ideal clients:

New Businesses

I’ve worked with some new businesses that struggle to get their Google listing verified because they are so new.

If your business falls into this category, consider getting it listed in more directories than I recommended above. Listings that come with a unique profile that Google can index are best. Syndicating your data to many publishers is one way you can show search engines that your business is, in fact, “legit” and has some semblance of an online footprint.

Website Indexation

The same goes for new websites (often associated with new businesses).

In recent years, I’ve seen new domains struggle to get indexed without the help of some third-party mentions. Directory listings are one way to encourage crawlers to engage with your site.

Of course, your website needs to include some kind of value and helpful content, too, but getting onto directory listings can help move the indexation process along.

Address Changes

Changing an address in GBP can be really easy, but it can also be tough if Google deems the change unreliable. Having additional listings (ones that are easier to update, ideally) with the new address in place can increase the likelihood of Google accepting the change quickly.

LLMs Use Listings for Business Information

Kate Herbert-Smith, Digital Learning Manager at BrightLocal

BrightLocal’s research from July 2025 found that AI has bought citations and listings back into a more prominent position. While their importance had been waning for a few years, LLMs now use them as a regular source of information for your brand.

A few of our findings:

• Yelp is used as a source in a third of all searches, and often multiple times in one search.
• LLMs use reviews from Yelp, Google Business Profile, and other sources to get additional rich information.
• LLMs also take information from social media channels.
• Businesses own websites are incredibly important sources for LLMs.
• Industry niche directories are a regular source of information.

Read the full study

Your On-site SEO Matters, Too!

Your website is part of your local SEO strategy, too. Not only because it can rank for local queries, but also because your website optimization can impact your performance in Google Maps.

It goes without saying that for your GBP to reap the benefits of an optimized and authoritative website, you need a live website to optimize. But research shows that only 40% of SMBs said they had a dedicated website for their business.

Here’s an example of how an active website can impact your local SEO:

I encountered a business not too long ago that wasn’t new, wasn’t indexed except for the home page. Additionally, Google refused to display their website on GBP (would deny the update every time). Initially, the clear problem was thin content. However, the site encountered the same issues after that was fixed.

After checking the site’s technical elements (robots.txt, internal links, etc.), I noticed unsavory backlinks in the client’s backlink profile and submitted a disavow file.

Within two weeks, the site was indexed, and the firm’s visibility in Google Maps increased by 44%. Calls followed a similar pattern:

In short, the relevance of your website impacts the relevance of your Google listing.

If you’re interested in how to structure your website for local success and how to optimize your service pages, check out my course on mastering service page optimization from BrightLocal Academy.

Conclusion

SEO is iterative, and local SEO is no exception. Don’t look for one big lever you can pull and walk away. GBP isn’t a slot machine. If you treat it like one, you’ll end up disappointed. Look for the little things you can do consistently (and well!) that pile up over time. That’s how you win.

This is a real issue that has grown significantly in recent months, so much so that Google has introduced new guidance and recommendations. While facing a sudden flood of negative reviews can feel stressful and even overwhelming, it’s important to know that you’re not alone and that there are clear, calm steps you can take to protect your Google Business Profile. Let’s look at what’s happening and how to handle it with confidence.

Understanding the Google review scam

This phenomenon, often called review bombing, is a coordinated effort in which a business receives a high volume of unearned, fraudulent 1-star ratings on Google Business Profile, often dropped all at once. Sometimes, the review includes a little text, but often, it’s just the star rating.

Source 

The unfortunate reality is that many of these campaigns are actually extortion attempts. The individuals responsible will post the negative reviews and then contact the business, claiming they can “fix” the problem and remove the reviews for a fee.

It’s crucial to understand that these attacks are not a reflection of your quality or service. They are a criminal scheme designed to panic you into paying.

If you are contacted by anyone claiming they can remove the bad reviews for money, the most important piece of advice is not to engage with them and not to pay them anything.

Paying the ransom simply encourages the criminals and makes your business a target for future attacks. Google’s platform is the only legitimate way to have fraudulent reviews removed.

New Policies & Shady Review Schemes: Is Google Helping or Hurting?

Learn more

How to confirm and identify Google review sabotage

Before raising the alarm, you need to confirm that you are dealing with a malicious attack and not an unfortunate wave of genuine complaints. Look out for these tell-tale signs of review sabotage:

• Sudden influx of negative reviews: Review ‘attacks’ often come in sharp waves. Keep an eye out for an immediate, unnatural spike in negative reviews on your Google Business Profile, particularly if they are all posted within a day or two.

If you are dealing with just one or two potentially fraudulent reviews that are not part of a coordinated attack, you should still report them.

You can find the steps for removing any fraudulent Google reviews here. 

• Phone numbers in reviews: Some fraudulent reviews may even include a phone number in the review text or even in the profile picture. This is a crucial red flag, as including contact information in a review is almost always against Google’s guidelines and is a clear indicator that the review should be removed. Under no circumstances should you call the number provided; this is just another tactic to draw you into contact with the scammer.
• Check reviewer history: Check how many reviews these Google accounts have made elsewhere. In most cases, fraudulent accounts will have none or only a few other reviews. Genuine, active reviewers typically have a broader history of activity.
• Look for red flags in the Profiles: Do the names and profile photos on Google look legitimate? Profiles with no profile picture and a generic alias as the name are often clear signs of a fake account. One person even saw someone use “John Doe” for one of the accounts. 
• Cross-check your system: Do your due diligence by checking your booking system, client records, or sales data to confirm whether these individuals had actually visited or purchased from you. This is the strongest way to verify which Google reviews are genuine and which are fraudulent.
• Trust your instincts: Do the reviews just feel wrong? If the content or tone of the reviews is inconsistent with your usual feedback, especially if you have a history of thousands of glowing reviews, it’s highly likely to be part of the attack. Some of the fake reviews have a very obvious pattern across each review. With a similar structure and generic complaints that could have been generated by AI.

Source

How to get these Google reviews removed

Dealing with a review bomb or extortion scam requires a calm, systematic approach. Focus on immediate flagging, thorough documentation, and a clear escalation path.

Step 1: Flag the reviews immediately

This is your first and most immediate action.

• Go to the negative review.
• Click the stop sign with an exclamation point next to it, and select ‘spam’.
• Ensure you are logged into Google as the manager/owner of the Google Business Profile (GBP).

Clay Seaman’s experience emphasizes the importance and speed of this initial step:

“I manage around 500 GBPs. Had this happen ONCE before about a year ago, and they mentioned in the review to pay them or more negative reviews were going to continue. I flagged those and they were removed very quickly.

On October 8, 2025 we had “10” 1 star reviews posted on one of our GBPs in a row with a lengthy specific message that looked legit but also you can see it was fake—all 10 had a similar message. Flagged all 10 on the 9th first thing. Google removed this morning first thing when I checked.”

Step 2: Document everything (build your case file)

You need evidence in case the initial flagging isn’t successful within a few days.

• Take Screenshots: Capture all suspicious Google reviews, noting the reviewer’s name, the time, and the date.
• Collect evidence: Save any emails or messages from people offering to remove the reviews for money. This evidence of a coordinated attack is vital. You can find advice from Google here on what evidence to prepare.

Step 3: Appeal/escalate to Google

If the reviews are not removed within 3 days after flagging, it’s time to escalate using Google’s dedicated tools.

• Submit a Report: Report the reviews immediately to Google using the dedicated reporting form. Provide all the requested information and attach the screenshots and files you collected in Step 2.

Step 4: Post a professional response

While you wait for Google to investigate, it’s a good idea to manage public perception.

• Post a Simple, Professional Response: Consider posting one general response to the cluster of fake reviews on your Google Business Profile. This lets your real customers know what’s happening.

Step 5: Dilute the impact and consider escalation

Here are proactive measures you can take while waiting for Google’s final decision.

• Encourage genuine reviews: To soften the blow to your overall average, gently encourage your recent, happy customers to leave an honest review on Google. A positive influx of real reviews helps dilute the impact of the fake ones.
• The Multi-layered strategy (if all else fails): If you are facing significant resistance or delays, you can consider a more aggressive approach, as advised by Local SEO specialist and spam fighter, Jason Brown:

“Flag the reviews using the tool. Go back and appeal the reviews and upload the image from the scammer. Then post for help on the forum. Finally, contact the local news stations. Once the press contacts Google, the reviews get removed prior to the story going live.”

Stay informed and prepared

The world of online reviews is always changing, and Google is constantly updating its policies to better combat these shady schemes. Understanding Google’s rules is your best defense.

For an in-depth look at the shifting landscape of review policies and the tactics being used, read this helpful BrightLocal article on shady review schemes.

By staying vigilant and handling these attacks calmly, you can successfully protect the great reputation you’ve worked hard to build on Google!

Love them or loathe them, online reviews are big business. Your star rating can play a huge part in whether someone chooses you or your biggest competitor. In 2026, standards are at an all-time high; consumers now expect higher star ratings and more recent reviews than ever before. In fact, 31% of consumers will only use a business that maintains a 4.5-star rating or higher.

But we all know reviews aren’t always fair, honest, or in some cases, even real. From glowing fake feedback to defamatory lies, the world of online reviews can get a little sticky, legally speaking. 

Consumers Demand Real Consequences for Fake Reviews

Fake reviews remain a major concern for consumers and businesses. Misleading feedback can influence decisions and lead to wasted money. According to our Local Consumer Review Survey, the public appetite for “slaps on the wrist” has vanished.

Today, 97% of consumers believe businesses should face formal punishment for using fake reviews. When asked what those consequences should look like:

• 57% believe businesses should be banned from review platforms entirely.
• 46% want them removed from Google search results.
• 16% believe faking reviews should result in criminal charges or jail time for the business owner.

In this guide, we’ll break down the key legal rules and cases that every US business and review writer needs to know. 

Reviews and the law: TL;DR

The reality of reviews 

Good, bad, or fake, every online review is subject to the law.

For businesses, it’s not just about customers breaking the law; your own actions can also lead to legal headaches. Staying up-to-date on the law can help you avoid lengthy lawsuits and significant fines. 

Review site guidelines vs. the law 

Let’s start with guidelines. Yelp, Google, Facebook, and all other reputable review sites have extensive terms and conditions and review guidelines for users to follow.

These guidelines aren’t the same as the laws around US reviews. Doing something perfectly legal may get you a telling off, or even a ban from some review platforms if it’s against their own rules.

For example, there is no hard and fast rule around incentivizing for reviews, but platforms, including Yelp, are firmly against this. 

When you sign up for review platforms, you’ll often end up agreeing to their terms and conditions. This means that, in theory, if you break these, you could end up breaking contract law. Of course, what’s included in these terms can’t be illegal, but there’s more to think about than just US law. 

The big one: FTC Final Rule on Consumer Reviews and Testimonials

In October 2024, the Federal Trade Commission announced its long-awaited online reviews Final Rule, formally known as 16 CFR Part 465: Trade Regulation Rule on the Use of Consumer Reviews and Testimonials. 

While not the first legislation influencing online reviews, this Final Rule seeks to give clear national guidance on a previously grey area. It aims to stop the buying and selling of fake reviews, with big penalties against “knowing violators”.

This includes: 

Fake reviews and testimonials 

Reviews and testimonials are now banned if they are written by someone who;

1. Doesn’t have real experience of a business
2. Misrepresents their experience. 

This includes AI-generated fake reviews, or fake review attacks by real people aiming to damage or boost a business’s reputation unfairly. It also covers testimonials falsely attributed to celebrities.

It is now against the law to buy and sell fake reviews if the business “knew or should have known” that the reviews or testimonials are false.

Buying positive or negative reviews 

Businesses can no longer give money or other incentives if they are conditional on customers writing a positive (or negative) review. This is true whether the incentive is clear or just implied. 

This doesn’t mean that incentives are completely out of the question. Businesses are still legally allowed to reward customers for leaving a review as long as it’s unconditional on whether this review is positive or negative. However, make sure you check the individual review site’s guidelines before doing this, as platforms including Yelp are against this.

Insider reviews and testimonials 

Reviews written by someone with a vague link to the company are now prohibited. This includes reviews written by managers and officers, and any testimonial that the business should have known was written by a company insider. 

It also imposes rules on reviews solicited from immediate family members, employees, or employees’ families. Transparency is key here. If a family member or employee has a legitimate reason to leave a review, they must disclose their connection to avoid misleading consumers. 

Review suppression 

Businesses are not allowed to threaten or attempt to intimidate review writers to prevent or remove negative reviews. This includes both physical and legal threats. 

The Final Rule also bars businesses from misrepresenting the reviews shown on their website as if they represent all or most submissions, when in fact negative reviews have been hidden or suppressed. 

This doesn’t mean you need to showcase your worst review front and centre on your website. But if you claim you have a perfect five-star rating on Google and this isn’t actually true, you could be fined. 

Company-controlled review websites

The Final Rule makes it clear that businesses can’t pass off websites they own or control as independent sources of reviews or opinions if these include reviews about their own products and services. 

This applies to company-run microsites, blogs, or platforms that look like review hubs but are in fact controlled by the business being reviewed. Even if the reviews themselves are genuine, failing to disclose a link is considered deceptive and could land you a fine. 

Misuse of social media influence indicators

This is not related to online reviews, but the Final Rule also stops the buying and selling of fake indicators of social media influence (e.g., followers or views by bots or hijacked accounts). 

This is limited to cases where the buyer “knew or should have known” that these indicators were fake and misrepresented their influence. This practice can mislead consumers about a business’s popularity or credibility.

Fines and the Final Rule

Rulebreakers won’t face jail time, but instead face civil penalties (AKA fines) of up to $51,744 per violation, or per day for ongoing violations. That’s not exactly pocket change for most local businesses. 

Before the Rule, the FTC needed to jump through additional hoops to bring enforcement under Section 5 of the FTC act. Now, they can fine violators directly. 

It’s important to note that the Final Rule doesn’t replace earlier laws or cover all areas of online reviews law (which we’ll touch on below). Instead, it strengthens the toolkit for the regulators, businesses, and local marketers fighting against fake and unfair review practices. 

For those who want to dig deeper, the FTC has published the full 163-page ruling, which lays out the specifics of what is and isn’t allowed. 

Other US laws and online reviews 

While the FTC’s Final Rule on Consumer Reviews and Testimonials is a strong cover all for fake reviews and misrepresentation, it isn’t the first rule to touch the murky world of online reviews. 

Previous laws and cases already tackle some of the more pertinent issues surrounding reviews, while the Final Rule covers the gaps.

Other laws to be aware of include: 

• Defamation laws
• Anti-SLAPP rules
• The Consumer Review Fairness Act (CRFA) 2016
• Section 230 of the Communications Decency Act

We’ll cover each in brief below.

Defamation laws

When it comes to online reviews and the law, one of the biggest legal risks comes down to defamation. In the U.S., defamation is defined as “a statement that injures a third party’s reputation”. To prove defamation, it must be: 

1. A false statement pretending to be a fact
2. Published or communicated to a third person
3. Be malicious or negligent in its intent (i.e., they knew it was wrong or should have checked)
4. Caused harm to the reputation of the subject 

Opinions (“The food was bland”) are protected by the First Amendment, but false claims presented as fact (“The food was laced with arsenic”) can cross the line into defamation. 

Sharing a genuine bad experience is protected. But making up or exaggerating facts to damage a business’s reputation could land a reviewer in court. 

Anti-SLAPP rules 

SLAPPs (strategic lawsuits against public participation) have been used to intimidate or silence people through costly and baseless legal action. 

In the past, some businesses have attempted to sue customers that left negative (but perfectly truthful) reviews. Even when these cases had no real chance in court, the threat of legal proceedings can intimidate reviewers into taking down their reviews. This kind of intimidation not only harms the reviewer, but also stops other consumers getting a full picture of a business. 

The introduction of Anti-SLAPP laws aimed to stop people from using threats of lawsuits to those exercising their First Amendment rights. These laws remain in place and continue to protect free speech and public participation in honest opinions and criticisms.

Consumer Review Fairness Act

The Consumer Review Fairness Act (CRFA) 2016 is a federal law that protects consumers’ rights to share honest experiences online. It made it illegal for businesses to add clauses to contracts that prevent customers from posting honest reviews or penalize them for negative feedback. It also tackled the requirement for customers to give up intellectual property rights in reviews. 

This law meant that customers could speak freely about their experiences without being punished or fined by businesses. 

Like with the FTC Final Ruling, breaking the terms of the CRFA can lead to fines. 

Section 230 of the Communications Decency Act

When it comes to online reviews, Section 230 of the Communications Decency Act is one of the most important laws businesses probably won’t have heard of. Essentially, it shields websites and review platforms from being held liable for content posted by users. 

This means if a customer leaves a negative review, a business cannot then sue Yelp or Google for hosting the review. If a business is unhappy with the legality of the review, it must either take the reviewer to court or attempt to get the review taken down if it’s against the site’s terms and guidelines. 

Review responses and the law 

It’s not just the practices surrounding reviews and what customers can write, but also how businesses choose to respond. Responding to reviews is a key part of managing your online reputation, but these responses are still bound by the law.

California Consumer Privacy Act (CCPA/CRPA)

California’s CCPA and CRPA privacy laws protect consumers’ personal information and regulate how businesses can use it. When responding to reviews, avoid sharing any details that could identify a customer or reveal private information. 

Other states including Virginia, Connecticut, and Utah have their own privacy protections in place. Avoid the risk of a lawsuit no matter the location of your customers and never disclose personal information without consent. 

HIIPA

For healthcare businesses, the Health Insurance Portability and Accountability Act (HIPAA) is a critical consideration when responding to online reviews. 

HIPAA protects patients’ private health information, meaning you can’t share any details about a patient or their treatment in a review response, even if the patient has publicly shared their own details. Avoid mentioning appointments, treatments, diagnoses, or any other information that could identify the patient. Even thanking a patient by name can be risky. 

If a reviewer raises a serious concern, the safest approach is to address it in private by asking the reviewer to contact you directly. This way, there is no chance of breaking the rules. 

GLBA

Financial services businesses such as banks, credit unions, or lenders should be familiar with the Gramm-Leach-Bliley Act (GLBA) when responding to reviews. GLBA protects consumers’ private personal financial information, including balances, credit history, and other sensitive financial data. 

This means businesses can’t disclose any financial information in review responses, even if the original review raised specific concerns on these. Like with HIPAA compliance, the best way to tackle issues is to encourage the reviewer to get in touch privately. 

How to handle illegal reviews

Reviews sometimes cross the line into defamation, false accusations, or harassment. When this happens, it’s important for businesses to act carefully and legally. Follow our step-by-step plan to make sure things don’t get worse. 

1. Stay calm and assess the situation

Start by assessing whether the review is truly illegal or just hurtful. A review only crosses into lawbreaking if it includes defamation or involves threats or harassment. As you assess, keep in mind the Streisand Effect: could the effort to silence the review actually draw more attention to it? 

2. Document everything

Before taking action, make sure you have a full record of the review. Save screenshots, note the date and time, and capture any related correspondence with the reviewer. This evidence is essential if you escalate to the review platform or go down the legal route. 

3. Contact the review platform

Review platforms, including Yelp and Google, have procedures for reporting reviews that violate their terms of service and content guidelines.

Provide clear evidence that the review is false or illegal. Be prepared that platforms are often cautious and may only act when the violation is clear-cut.

4. Get legal advice

If you think the review may break the law, consult a lawyer who specializes in defamation to help you decide if your case has merit. Next steps may include a cease and desist letter or even pursuing a full lawsuit. 

Keep in mind that the bar is high: courts generally won’t punish opinions, so legal action tends to only be successful if you can prove the review is false. 

5. Get more reviews 

While you’re working your way through potentially lengthy legal and review platform processes, work on strengthening your overall reputation. Encourage recent customers to share their genuine experiences so that the illegal review has less visibility and effect on your overall star rating. 

Stay smart, stay legal

Online reviews are a powerful tool for businesses, but the legal landscape in the US around them is complex and constantly evolving. Between the FTC’s Final Rule on Consumer Reviews, defamation and anti-SLAPP protections, and state-specific privacy laws, it’s easy to get tangled in legal grey areas. 

The good news? Most honest reviews and responsible responses are perfectly fine. Don’t buy fake reviews or indulge in dodgy practices, and you’ll stay on the right side of the law. 

Please remember nothing here replaces professional legal advice. When in doubt, a qualified lawyer is the only person who can guide you safely through online reviews and the law. 

According to Yell Business, reviews can also help improve communication and customer service. They give your business credibility and act as social proof, even for very new businesses. Online reviews also provide other customers with valuable company information, with first-hand insights that business owners may not have thought to share.

Reviews are also becoming more prominent as a content format in their own right. Star ratings are increasingly visible in search results, with review add-ons for Google Ads and ratings in local search via Google Business Profile (formerly known as Google My Business). Sometimes, snippets of actual reviews appear in results, making them a highly visible source of information and a frequent stop on the customer path to purchase.

In ranking terms, reviews are also important. The 2017 LocalSEO Guide ranking factors study pegged reviews as one of the most important local ranking factors. The number of good and bad reviews received was determined to play a part in local pack positioning, as was the speed and frequency of response.

Responding to reviews is a way of showing the world how much you care about the customer experience — as well as being a way to earn a few more local SEO brownie points. All reviews should be acknowledged promptly, but it’s particularly easy to succumb to temptation and respond to a negative review as soon as you see it. Before you give in to this impulse, it pays to be aware of the six core types of reviewer so you can formulate an appropriate, effective response to fit.

1. The First-time Reviewer

With 94% of consumers open to writing reviews, though just 69% having written one in the last 12 months, there are still plenty of shoppers out there who haven’t ever felt moved to review a business.

When you do encounter a first-time reviewer, keep in mind that if yours is the first review they’ve left, they clearly feel quite strongly about their experience (whether good or bad).

How to deal with the First-time Reviewer

You should take a first-time reviewer seriously and if good, appreciate that your service must have been outstanding to push them into leaving a review. Make sure to pass this feedback on to your team, and congratulate them on a job well done!

On the flip side, negative reviews must be delicately handled and considerable thought given to the response.  It’s unlikely that you will receive further interaction after the initial review, even when you do respond, but that shouldn’t impact how you proceed.

In the case of a negative review, ask yourself if there is any truth in the feedback and if changes need to be made internally to rectify the issue being flagged up. If valid, your response should outline the steps that will be taken to avoid this issue again in the future. And, if you disagree with the reviewer’s claims, politely and professionally provide your side of the story. This will help provide context to readers. 

2. The Serial Complainer

Serial complainers are the exact opposite of first-timers and will be prolific reviewers. They’ll have a long and storied history of leaving negative reviews and will likely review every business, product or service they use. They may well be incredibly picky and have unrealistically high standards or expectations of what they have actually paid for.

How to deal with the Serial Complainer

Tread carefully here, as the serial complainer has had lots of experience with other businesses just like yours. They are professionals at making you look bad. Your response will need to be very measured while also addressing the points made. Look at how other businesses have fared when dealing with them and avoid making the same mistakes.

Be aware that the serial complainer is very likely to continue the conversation and will respond back to your comments, often with additional complaints or disagreements. And if you can’t change their mind, don’t be too disheartened! 

3. The Direct Communicator

The direct communicator won’t mince words. They’ll get straight to the point and expect someone senior to take note. These are people who don’t direct their reviews to the world at large, but to you, the business owner.

If they’re negative, they’ll want to receive a very personal response and likely want to have the discussion on the public review site rather than over a private email conversation.

How to deal with the Direct Communicator

When dealing with a direct communicator, don’t be tempted to be similarly abrupt in your response.

Be clear but not overly wordy and don’t resort to a direct or confrontational style. Avoid making excuses too – the direct communicator values straight talk and expects swift action.

4. The Storyteller

The storyteller takes time to craft exceptionally detailed reviews.

They will share the smallest of details and paint a picture of their entire experience – typically including lots of information not directly related to the product or service being reviewed. You can recognize a storyteller by the length of the review. There’ll also be plenty of the reviewer’s own recommendations, suggestions, and advice.

How to deal with the Storyteller

If your storyteller is posting a negative account of their dealings with your business, take time to check and re-check your response before posting, as the storyteller will often be highly critical of replies which aren’t equally as thought out.

This doesn’t mean you should match the tone or length – don’t be tempted to add lots of background info if it doesn’t serve a purpose. Likewise, if they’re sarcastic and snide, don’t be tempted to match this tone, as it’ll likely backfire, and potentially damage onlookers’ opinions of your business.

5. The Sharpshooter

The sharpshooter pulls no punches. The review will be brief and to the point,  and perhaps poorly written or rushed. Don’t respond in kind to a sharpshooter or go too far the other way with a long-winded response.

How to deal with the Sharpshooter

When dealing with a review from a sharpshooter, be conscious that your reply should be concise but not short. Use succinct, clear sentences rather than wordy, elaborate ones to better reflect this type of reviewer’s communication style.

6. The Faker

Most businesses will have fallen victim to a fake review at least once. If you’re in that boat, you’ll agree that the faker is the worst kind of reviewer.

A faker has never used your business or purchased your product. Despite this, they have a grudge and delight in leaving one-star reviews with made-up complaints to damage your online reputation. They may be working on behalf of a competitor (or even be a competitor!) Do some research on them and see if they have links someone who would have beef with you. The review itself may also shed some light on this.

How to deal with the Faker

If you suspect a review is fake, check your customer records to determine if they have ever used your business.

Don’t be tempted to reply straight away if you think it’s fake. Instead, take a look at BrightLocal contributor Ben Fisher’s guide to getting fake reviews removed. In the meantime, focus on acquiring new positive, genuine reviews to push the fake one star down.

We’d love to hear your thoughts

What kinds of reviewers have you encountered and what tips do you have for responding? I’d love to hear about your experiences in the comments below.