This year, one story stands out above the rest: the rapid rise of AI. 

In this mini-report, we go beyond the findings of the main Local Consumer Review Survey with exclusive insights exploring how consumers are using AI for local business recommendations. You’ll learn who is using AI, which tools are most popular, how much consumers trust AI-generated recommendations, and what this all means for your local strategy.

"Consumers are looking for information in more places, more often."

Myles Anderson, Co-founder and CEO at BrightLocal

What’s incredibly clear is that businesses that operate with a ‘Google-only’ mindset are at high risk of missing out on customers and revenue. We’re seeing a 12% drop in consumers relying solely on Google for reviews, while platforms like TikTok, Apple Maps, and ChatGPT are seeing double-digit growth as business discovery platforms.

It’s not that consumers are abandoning Google. After all, usage of Google AI Mode and Gemini is surging. It’s that their journey from idea to purchase has become much more fragmented. They are looking for information in more places, more often.

Crucially, the likes of ChatGPT and other LLMs and AI search tools can’t see inside Google’s walled garden of reviews. If your reputation only exists on Google, you are effectively invisible to the millions of people using ChatGPT to find local services. To be successful now, you need a ‘Reviews Everywhere’ strategy. By building your authority across Google plus the specific sites where your customers and AI models actually spend their time, you ensure your brand is present and trusted at every possible point of discovery.

Online Reviews vs. AI Recommendations

Before we dive into the data, one quick note on how AI recommendations differ from traditional reviews. Review platforms like Google Business Profile or Yelp display reviews written by real customers, which typically include a star rating, user-supplied photos or videos, and an explanation of the person’s experience.

AI tools like ChatGPT, CoPilot, and Gemini work differently. When someone asks a question (or a “prompt”), these tools analyze information from across the internet and generate a tailored response. AI responses may include information from reviews, as well as local directories, businesses’ websites, social media, and other third-party sources, depending on the tool and the prompt. 

AI doesn’t “read” reviews in the same way humans do. Instead, it looks for patterns across multiple sources to quickly surface insights. While this makes it a powerful time-saving tool, recommendations aren’t always fully up to date, and key nuances from individual reviews can be lost. Even when sources are provided, the reasoning behind the results isn’t always clear. For this reason, AI works best as a starting point for discovery rather than a replacement for reading real customer experiences.

AI is changing how people find local businesses, but trust still drives decisions. For local businesses and marketers, getting to grips with AI’s role in reputation is essential for staying competitive in 2026.

Recommendations by ChatGPT

Recommendations by Google AI Mode

Recommendations by CoPilot

The Rise of AI in Local Recommendations

AI is no longer niche: it’s quickly becoming mainstream. 

In early 2025, Consumer Search Behavior data found that 40% of consumers actively use generative AI when searching online. Just 3% of consumers considered an AI platform as their default for local searches. 

Less than a year on, we’re already seeing significant growth in AI as a channel for local searches. Local Consumer Review Survey data finds that the proportion of consumers using AI to find local business recommendations has climbed from 6% in 2025 to 45% today. 

Until recently, early users deliberately sought out these tools, but as AI becomes more widespread and embedded in the platforms people already use, even more consumers are likely to embrace it as part of their local decision-making.

AI has grown quickly over the past year to become the third most used tool for local business recommendations, behind only Google and Facebook, and outpacing major players Yelp and TripAdvisor. 

At the same time, the use of Google reviews has slipped from 83% last year to 71%. Many are speculating that AI tools are shifting consumer behavior, contributing to significant declines in organic search traffic. It seems that these drops are causing a knock-on effect on the number of consumers using Google to read reviews. 

AI use for local recommendations varies by age. Adults aged 30-44 lead the way, with 64% having asked AI tools for a business recommendation in the past year. Those over 60 are the most cautious, with just 24% turning to AI for local business guidance.

Understanding which AI tools are most popular helps marketers prioritize where to focus visibility efforts. ChatGPT is the clear frontrunner among consumers, being used by 31% for business recommendations in the last 12 months. Following behind is Google’s AI Mode (23%), and then Gemini, another Google-owned tool. Microsoft Copilot and Claude fall behind, but are still being tested by consumers at a far higher rate than last year. 

Together, these trends show that AI is moving beyond early experimentation. With millions of consumers already turning to AI to discover businesses, being visible in these tools is quickly becoming as important as a strong presence in traditional search results. But, for AI to have a long-term impact, consumers need to feel able to trust its recommendations. 

Trust Levels Differ Between AI Natives and Skeptics

With AI usage growing rapidly, we wanted to understand how consumers really feel about recommendations from non-human sources. 

Among active AI users, nearly two-thirds (63%) trust AI tools’ recommendations, while only 10% express distrust. Trust is significantly lower among those who don’t use AI, with 53% saying they don’t trust its business recommendations.

Trust in AI tools is surprisingly high when compared to reviews. 

Despite online reviews being a normal part of consumer research for more than two decades, AI platforms are already being equally trusted by 42% of consumers. 64% of AI users trust tools like ChatGPT as much as reviews when making local business recommendations, though trust levels are much lower among those who haven’t yet tried AI. 

In the marketing world, there has been plenty of skepticism around the accuracy of AI tools, especially when some tools “hallucinate” facts or figures. It is always wise to fact-check AI insights, just as you would any data source. When used thoughtfully, AI can be a powerful tool to help both consumers and marketers make quicker, more informed decisions. It is not a replacement for strategic thinking, but a way to free up time to focus on the bigger picture.

Summaries Could be the Gateway to AI Adoption

AI can do more than recommend businesses; it can also condense customer feedback into easy-to-digest summaries. 

Tools like ChatGPT can generate full summaries of reviews in response to prompts, while platforms such as Amazon and Google are testing AI summaries of customer reviews. These summaries help consumers spot key themes and overall sentiment quickly, without having to read every review. But are these AI-generated summaries trusted to give an accurate picture of real reviews?

50% of consumers trust AI platforms to accurately summarize online reviews from real people. Among active AI users, this figure climbs to 71%. In fact, levels of trust in summaries are higher than those of AI recommendations overall, suggesting that the more these overviews are rolled out by review platforms, the more consumers may be willing to trust AI information in other places.

AI users appear to be generally trusting of AI review summaries, with only 9% not trusting the information given. People who don’t use AI are unsurprisingly less trusting, though they do appear to be a little more trusting of AI summaries than AI tools in general for local recommendations. 

Consumer behavior with AI-generated review summaries varies. 23% of people are happy to rely on just the summary when making a decision, while 59% check review profiles for more information. Just 18% skip over summaries entirely, showing they are already an important tool in the decision-making process.

A strong review summary can help consumers spot patterns and sentiment without having to read hundreds of reviews. However, details such as photos, specific experiences, and the date the review was posted may be glossed over. For consumers making a major purchase, it still pays to read full reviews to make sure nothing has been missed. 

This shift brings both opportunity and responsibility for businesses and marketers. AI summaries are shaped by customer reviews, making patterns in feedback more visible than ever. Taking a proactive approach to AI should make recommendations work in your favor. Ensure your business is visible for common prompts, check the accuracy of claims and correct information online where needed, and ask for reviews that highlight the qualities you want reflected.

Wary Consumers Fact-check Trusting AI Recommendations

AI has become a trusted source of local recommendations for many consumers. But this doesn’t mean people are blindly trusting the information.

Most AI users are careful to fact-check sources, with 88% of AI users checking to see if a review is legitimate (51%) or to see the source (37%). Just 12% don’t check AI sources, showing that even among early adopters, trust is still being built. 

97% of AI users sometimes double-check AI recommendations against real reviews. This suggests that for many, AI has become the first step in local business research rather than the final authority. 42% always check reviews on native review platforms, with others checking occasionally. Consumers still want to see the original context and feel sure that AI recommendations match the truth. 

For local businesses, this has clear implications. Consumers are actively visiting review sites to verify information. This means a weak or outdated review presence could damage trust at the decision stage. Responding to reviews, encouraging customers to add photos, and completing all parts of a review profile can make a real difference in guiding confident decisions. 

Why AI Should Matter to Local Marketers

This year’s Local Consumer Review Survey tells the story of moving consumer expectations around reviews, with AI acting as a key driving force behind this change. Overtaking long-standing review sources, AI is quickly becoming essential for local discovery.

Trust in AI recommendations is developing quickly, but most AI users continue to fact-check information by checking sources and reading real reviews. This means brand reputation, active review profiles, and accurate information are more important than ever. Marketers who understand how AI interprets reviews, citations, and business data will be best positioned to guide customers and improve visibility in 2026.

For agencies and marketers, this means shifting from tactical execution to strategic guidance. Businesses that aren’t appearing in AI recommendations will want to act quickly, and marketers have an opportunity to be the partners to help them ‘rank’. Local marketers are perfectly placed to step in as the reassuring expert: collecting reviews, improving visibility, and guiding businesses through this new era. 

[Space for Myles to add specifics of what marketers should do.]

AI is reshaping local discovery, and the pace of change is only accelerating. Explore BrightLocal’s AI Roadmap to see the tools BrightLocal is building to help marketers turn data into action. 

Methodology

The Local Consumer Review Survey 2026 was conducted using a representative panel of 1,002 US adult consumers via SurveyMonkey. To give the full picture of AI and online reviews in this report, some data has been cut to include only the 455 respondents who have used an AI tool for local business recommendations in the last 12 months (“AI users”).

Publications and individuals are welcome to use our research findings, graphics, and data, citing BrightLocal as the author and the page URL: https://brightlocal.com/research/local-consumer-review-survey.

With the 2026 Local Consumer Review Survey, we took a different approach. Instead of trying to find out how likely consumers are to recognize them, we wanted to find out what consumers think should be done about fake reviews.

Here, we break down the key findings on fake reviews and share what local marketers need to know to protect their reputation. 

No One Knows Who’s Responsible for Fake Reviews 

When it comes to fake reviews, one thing is clear: consumers aren’t sure who should take responsibility. 93% of people think someone should be responsible for detecting fake reviews, though accountability is split. Many consumers think multiple groups should share the load, with 50% thinking more than one group should act, and 5% believing review platforms, businesses, consumers, and officials should all share responsibility.

Consumers are most likely to think review platforms should be responsible for fake reviews. While review sites remove obvious fakes, realistically, they can’t catch them all.

Scammers are getting more sophisticated, using AI to create authentic-sounding reviews at scale, so the average review reader may have no idea if a review is fake. In the past, signs of a fake review were often easy to spot: poor spelling, nonsensical content, vague details, or unnatural writing styles. AI can smooth over these issues, making reviews look much more believable. 

Consumers expect businesses to be proactive. Fake reviews can mislead potential customers and put them off choosing your business. Even if a review looks clearly fake, failing to address it could make people think your business is inattentive or inactive. Taking responsibility and acting quickly helps maintain trust and protect your reputation.

Consumers Expect Consequences for Fake Reviews

Consumers take the integrity of online reviews very seriously. Fake reviews aren’t just a nuisance; they can make or break a sale without a customer ever getting in touch. And as AI-generated content spreads, consumers increasingly need to be aware of misinformation or risk being duped.

Nearly everyone agrees that businesses shouldn’t get away with fake reviews, with 97% thinking there should be consequences. Interestingly, people aged 18-29 are more likely than other age groups to think no punishment is needed, suggesting that younger consumers may be a little more lenient on fake reviews (or, just haven’t been burned yet!) 

Some are clear about what they want, while 68% favor multiple consequences. Just over half think businesses should lose customers naturally due to fake reviews, with consumers over 60 more likely to support this approach. 

Many consumers support bans from review platforms or Google search results, expecting platforms and search engines to protect the integrity of online information. Many review sites have strict guidelines against fake reviews, but complete bans are pretty rare. Losing access to these major marketing channels would be disastrous, and stricter enforcement could discourage businesses from using fake reviews.

A smaller but vocal group demands more severe consequences. 37% believe businesses should face financial penalties if caught. In the US, this is now a reality as the FTC’s Final Rule on Consumer Reviews made buying or posting fake reviews illegal, with significant fines for those caught.

16% of consumers favor a more hardline approach: criminal charges or jail time. While this isn’t supported legally, it does highlight how strongly some people feel about review integrity. Consumers aged 45-60 are particularly strict, as the most likely to support criminal consequences or the loss of a business licence. 

Past experiences also shape expectations. Consumers who have regretted spending more than $5,000 after relying on reviews are more likely to advocate for harsh punishments. Likewise, the most engaged review readers and writers also want the biggest consequences for fake reviews.

"Consumers have real concern and anger over fake reviews"

Myles Anderson, Co-founder and CEO at BrightLocal

While it’s encouraging that review usage remains so stable, we can’t ignore the growing undercurrent of consumer anger. In an era where it’s becoming harder to trust what we see and read, people are losing patience with the manipulation of reviews. They aren’t just wary anymore, they’re frustrated and, in many cases, truly angry.

The data shows a fascinating shift in where consumers lay the blame. They hold the big review platforms to a high standard, but they are increasingly turning their sights on the business owners themselves. When you see a significant number of people suggesting that generating fake reviews should be a ‘jail-able’ offense, you realize we’ve moved past minor annoyance. Consumers are calling for maximum penalties to protect the integrity of trust. As an industry, we have to recognize that while the value of reviews is cemented, the tolerance for bad actors has completely evaporated.

Local Marketers Need to Take Action

Businesses that actively monitor reviews are in a strong position to reduce the impact of fake feedback. 

This snapshot from the 2026 Local Consumer Review Survey shows that fake reviews are seen as more than a minor annoyance. Consumers expect accountability, and many place that responsibility firmly on the shoulders of businesses. So what should local marketers do?

1. Get informed and upskill

For businesses that aren’t in control of their fake reviews or unsure how to spot them, now is the time to learn with the help of BrightLocal:

• How to Spot Fake Reviews, and What to Do About Them 
• How to Tackle Fake Google Reviews
• How to Deal with Fake Yelp Reviews

These articles give in-depth advice on recognizing and tackling fake reviews, making them a great place to start. 

2. Start monitoring your reviews 

Regularly check all platforms for suspicious reviews. Make sure you’re signed up for email notifications so you don’t miss any new reviews. You can also monitor competitors’ reviews to make sure there are no fake positive reviews that could inflate rankings.

3. Track reviews using software

Investing in review management software can save time monitoring reviews for fake feedback. This is especially useful for businesses or agencies managing multiple locations that may miss reviews in a busy inbox. 

4. Speak to an expert

Businesses may want to consider investing in expert support from reputation management or local marketing specialists. These experts can help with review monitoring across platforms, flagging suspicious reviews, and managing the often complex reporting process. 

5. Respond to reviews

Consumers may not be able to spot clever fake reviews, so it’s important for businesses to stay on top of responding to them. Failing to act quickly can allow misinformation to influence potential customers, so responding publicly and quickly can help set the record straight until the review can be removed. 

6. Maintain integrity

Staying compliant and maintaining your integrity is essential. Even if jail time and widespread bans aren’t a reality right now, consumers view them very negatively. Avoid posting fake reviews at all costs; doing so risks damaging your reputation. You could also land yourself with a fine, so make sure you’re aware of the local laws affecting online reviews. 

7. Read the full report

Fake reviews are just one part of a healthy reputation. Discover how consumers are using reviews and what they expect from businesses by reading the full Local Consumer Review Survey! Packed with tips and benchmarks, it’s your guide to mastering reviews in 2026.

Each year, the Local Consumer Review Survey tracks the behavior of consumers around reviews, highlighting trends and insights that influence local businesses. It gives businesses the knowledge to adapt to shifts in online habits and create review profiles that consumers choose every time. 

This year, we’ve focused on how reviews drive consumer actions, from checking websites, review sites, and social channels, or by taking the leap right into purchase. 

We’ve also explored the burgeoning technology affecting the use of reviews. A surge in video channels, as well as the quick adoption of AI tools, is changing the way consumers use and trust reviews. But, what effect has this had on traditional review sites? The answer may surprise you.

The review landscape is shifting again. What does this mean for businesses, and how should they react? Let’s take a closer look. 

"Reviews are stable, sticky, and more important than ever."

Myles Anderson, Co-founder and CEO at BrightLocal

Looking at the data from our 2026 survey, what strikes me most isn’t a radical shift in consumer use and attitudes, but rather how remarkably stable and sticky the value of reviews has become.

Even in a world where people are more aware and more frustrated by the scourge of fake reviews, 97% of consumers still lean on reviews to guide their purchase decisions. It shows that the human need for peer recommendation is now a permanent, ‘cemented’ fixture of how we buy.

But while our need for reviews remains steady, the mechanics, processes, and strategy for developing a strong and robust reputation that delivers customers and growth has changed. 

We’ve moved past the era where reviews were just a nice-to-have ‘marketing tactic’. They’ve become an essential piece of evidence that your business is active, reliable. Also that it’s worthy of prominent visibility and citation within traditional Google search and LLMs like ChatGPT, and AI search.

Consumers Read Reviews More Than Ever, But How They Discover Them is Changing

Consumers are now more likely to read reviews, but the places they’re looking are shifting, with AI and video growing. Google’s dominance is slipping, but other review sites are picking up speed.

• 97% of consumers read reviews for local businesses
• The average consumer uses six different review sites when choosing businesses
• Google, Facebook, and AI tools like ChatGPT are most commonly used for local recommendations 
• Traditional review sites like Tripadvisor, Better Business Bureau, and Healthgrades are seeing a resurgence, while Google is losing popularity
• Consumers are increasingly turning to video-based sites for local recommendations

2 in 5 Consumers Read Reviews Every Time They Look for a Business

Reviews are a vital part of the business decision-making process, with 97% of consumers reading reviews online. 

In 2026, 41% of consumers “always” read reviews when browsing for businesses, a huge jump from last year (29%). 

Wider shifts may help explain why review-reading has become more important this year. The US economy grew more quickly than expected in 2025, after a slow start to the year following the USA’s introduction of significant tariffs for many countries. Businesses adjusted supply chains and, in some cases, passed higher costs on to customers.

At the same time as rising prices, many consumers have had to dip into savings to handle economic changes, and product quality has declined in many industries. For both big brands and local businesses relying on third-party suppliers, substandard goods can make consumers wary. With higher prices and lower quality, it makes sense for savvy consumers to do more research before choosing a business. 

Google is Losing Traction, but AI and Video Reviews are Picking Up Speed 

The Top Sites for Reviews in 2026

With consumers using an average of six review sites in 2026, relying only on the major review sites is no longer enough.

Google has always been the standout source for reviews, but this year its share has dipped from 83% in 2025 to 71%. Of course, Google is still far ahead of other platforms, but recent BrightLocal research found that just 35% of SMBs have a Google Business Profile, leaving many consumers unable to read or write Google reviews. 

Video platforms are on the rise, with YouTube, Instagram, and TikTok all gaining traction. These non-traditional reviews by both influencers and everyday users provide quick, visual, and engaging insights into businesses. TikTok’s Local Explorer Program mirrors Google Local Guides, highlighting the growing importance of non-traditional reviews for consumers. 

One key story this year is the growth of AI. You knew this was coming, didn’t you?

Use of ChatGPT and other generative AI tools for local recommendations has grown rapidly, rising from 6% last year to 45% and becoming the third most popular source of business recommendations.

However, it’s not just newer technologies that are experiencing growth; many traditional review sites are too.

Facebook, Tripadvisor, BBB, Apple Maps, Trustpilot, Healthgrades, Yellow Pages, and Angi all saw increased usage over the last 12 months. Apple Maps nearly doubled in usage from 14% in 2025 to 27%. It seems clear that for 2026, traditional review sites have nothing to worry about. 

One notable decline is local news sites, which fell sharply from 48% to 29%. This shift may reflect two linked trends: the accelerating closure of local newspapers, and the impact of AI overviews on falling search traffic. These sites still help reach local audiences, but declining use means businesses and consumers may risk losing them entirely if they don’t use them. 

Consumers Expect Higher Star Ratings and Recent Reviews

When deciding which business to use, consumers look far beyond the stars. The number of reviews a business has, the recency of its reviews, and the speed of the business owner’s response all affect trust. Understanding what matters most can help businesses focus their efforts where they count. 

• The most important review factor is consistent sentiment across multiple reviews 
• In 2026, consumers expect a higher star rating and more recent reviews than in previous years
• 47% of consumers won’t use a business that has fewer than 20 reviews
• 74% only care about reviews written in the last three months
• 31% of consumers will only use a business that has 4.5+ stars

Shoppers Care About Consistency, Positivity, and Recency

As a business owner, it may feel overwhelming to guess what customers want to see in your reviews. 

The most important factor is whether a review is backed up by others with a similar sentiment. Most consumers won’t be satisfied by a single glowing review. Instead, they look for consistent themes across reviews, whether that’s repeated praise for customer service or warning signs like regular complaints about cleanliness.

Beyond this, the most important review factors are that the review described is positive (46%), that the review was posted in the last month (44%), it has a high star rating (42%), and that the owner has responded to the review (37%). This reinforces that asking for reviews is an ongoing process. Consumers expect recent feedback and clear signs that businesses are listening. 

Consumers are least likely to care about a long, detailed review. When asking for reviews, remind customers it doesn’t need to take long—short and happy works perfectly!

How many reviews does a business need? Perhaps it’s more than you think…

47% of consumers won’t use a business with fewer than 20 reviews, and only 9% are willing to use one with five or fewer. 

The number of reviews signals credibility to potential customers. Most customers won’t base their decision on a single review: they want reassurance that a business consistently delivers a good customer experience. Even if they don’t read every review, a higher review count creates social proof and reduces perceived risk. 

For new businesses, collecting reviews from early customers is crucial. Nobody wants to be the first to take a chance, so showing that people have already trusted your business helps reassure potential customers.  

Does review recency really matter in consumer decision-making? Emphatically, yes.

Consumers expect reviews to be new, and in 2026, recency has become even more important to decision-making. 

18% of consumers are only swayed by reviews written within the last week. 32% look for reviews written in the last two weeks, a huge jump from last year (20%).

74% seek reviews written in the last three months. We get it: older reviews may no longer be relevant, especially if the business has changed staff, updated services, or improved customer service. 

For business owners, this means review collection should be continuous rather than occasional. Encouraging customers to leave reviews over time means your review profiles stay up-to-date and truly reflective of your business today. 

Star Ratings Keep Rising with Consumers Demanding Four or More 

92% of consumers care about star ratings when choosing a business, with the stars they require continuing to rise. 

Luckily for businesses, just 10% of consumers say they will only use businesses with a five-star rating, so there’s no need to sweat if you drop a few decimal places.

In 2026, 31% of consumers will only use a business with 4.5 stars or more. This is up from 17% last year, meaning a drastic increase in consumer expectations in just one year. Seven in ten (68%) will only use a business with four or more stars, up from 55% in 2025. 

With expectations rising sharply in just one year, a business that was acceptable in 2025 may now be seen as substandard. Businesses that don’t spend this year improving star ratings across review sites could see fewer customers through the door, while those sitting in the 4.5-5 star sweet spot could see a boost in footfall.

Reviews Drive Purchases, but Many Consumers Still Need More Evidence

Reviews affect the decisions consumers make and the steps they take toward a purchase. Some feel confident spending large amounts directly after reading reviews, while others continue researching using other channels before being ready to buy. 

• 85% of people are more likely to use a business after reading positive reviews, while negative reviews deter 77% of consumers 
• After reading positive reviews, 54% of consumers then check the business’s website
• Consumers are more likely to do more research (66%) than make a purchase or booking (34%) after reading a positive review
• 93% of consumers have made a purchase after reading reviews, with 27% spending over $1,000
• 70% of consumers have made a purchase they later regretted after reading reviews, with 14% regretting spending over $1,000

The Opinions of Strangers Make or Break Decisions to Use Businesses

For over 15 years, we’ve been tracking whether consumers trust reviews as much as personal recommendations. While trust in reviews has fluctuated over time, it still sits at a significant 49% today. That means nearly half of consumers place as much trust in the views of strangers online as they do in the people they know, underlining just how influential reviews remain in the decision-making process.

Reviews continue to play a powerful role in shaping trust and influencing decisions. A huge 85% of consumers say positive reviews make them more likely to use a business, while 77% say negative reviews make them less likely to choose one. This shows just how strongly reviews can sway opinion in either direction, reinforcing good experiences and amplifying poor ones.

Reviews Make 1/3 Ready to Buy, But Most Need More Research

While reviews can cause immediate purchases, the path to buying is often longer. We asked consumers which actions they were likely to take after reading positive reviews. Respondents could select multiple actions, so their path may vary depending on business type or what they’re buying.

Grouping these actions into ‘Research’ versus ‘Purchase’ steps shows that 66% of consumers do further research after reading a positive review, while 34% are ready to buy or make a booking. An online review is a great push in the right direction, but for many consumers, they need to be able to find out more about a business and its offering. Most consumers seek additional information: 37% go on to read more reviews, and 24% visit the business’s social media channels.

Consumers are most likely (54%) to visit a business’s website after reading positive reviews, up significantly from 32% when we last asked this in 2019. With just 40% of local businesses having a dedicated website, many consumers could be dropping off at this point in the funnel. Websites should be up to date, easy to navigate, aligned with customer reviews, and simple for customers to take the next step.

Reading positive reviews is enough for a significant proportion of consumers to feel ready to buy. Some visit the business location (31%), contact the business (20%), or make an appointment (20%).

Reviews Matter for Purchases Big and Small

For many consumers, reading reviews is a key part of the purchase journey. 93% of consumers have made a purchase after reading reviews. In many cases, purchases are relatively small, with half spending less than $500.

Reviews are not just for restaurants or tourist spots; consumers regularly rely on them for high-value purchases. In fact, 27% of consumers have spent more than $1,000 after reading reviews, with 13% spending over $5,000. 

Reviews Reduce Risk, But Don’t Eliminate It 

Despite reviews being highly trusted and used by consumers, reading reviews is not always enough to prevent buyers’ remorse. 70% of consumers have made a purchase they regretted after reading reviews. 

For 18% this was less than $50, but for many, the money wasted was significantly higher. 14% regret spending more than $1,000 after reading reviews, with 2% regretting spending more than $10,000.

Reviews can help consumers make more informed decisions, but they are not infallible. Fake or misleading feedback has the potential to cause significant financial consequences, even for careful shoppers. This reinforces why review authenticity matters as much as quantity. 

How a Business Responds to Reviews is as Important as the Review Itself

Consumers pay close attention to responses from business owners and expect replies almost immediately. Quick and personalized responses signal that a business cares about its customers, while ignoring reviews or responding with generic templates erodes trust. 

• Businesses that respond to every review are more likely to be used by 80% of consumers 
• 42% of consumers are unlikely to use a business that ignores its reviews entirely
• 89% of consumers expect business owners to respond to reviews
• 19% of consumers expect a same-day response to their review, while 81% expect a response within a week
• Templated or generic responses make 50% of consumers unlikely to choose a business

Each Review Needs a Response, but Generic Replies Do More Harm Than Good

80% of consumers say they’re likely to use a business that responds to all of its reviews. 42% say they’re unlikely to use a business that never replies. 

When looking at reviews split by sentiment, far fewer consumers are likely to use a business that responds only to positive (45%) or negative (47%) reviews. If you want to impress potential customers, it’s important for businesses to respond to each and every review, whether it appears to ‘need’ a response or not.

Yet for many consumers, a token response simply isn’t enough. Generic or templated replies put off 50% of consumers, who may see them as a sign of subpar customer care. 

Taking time to personalize responses makes a real difference, but you don’t need to start from scratch every time. Review response templates and review management tools with in-built AI suggestions can act as a strong starting point, helping businesses tailor replies into responses that feel genuine and unique. 

There’s No Time to Wait When Responding to Reviews

With 89% of consumers expecting a response to their reviews, businesses can’t afford to ignore them. But how rapid should responses be?

19% of consumers expect a response to their review on the same day they post it, up from 6% last year. 32% of consumers want a response by the following day (up from 18% in 2025), and 81% expect to hear back within a week. 

The rising expectations on speed show how important responsiveness has become. As customers interact with brands in real time on messaging apps or social media, slow replies can feel outdated and unwelcome. Quick responses show customers their feedback hasn’t disappeared into the void. 

AI is Quickly Becoming a Go-to for Business Recommendations

Reviews have long been a cornerstone of trust for local consumers, helping them make confident decisions. Now, with AI increasingly influencing recommendations, trust is beginning to extend beyond review platforms and into AI-powered tools.

• 40% of consumers trust AI platforms to provide business recommendations
• 42% trust AI platforms as much as traditional reviews for local recommendations
• 82% of consumers read AI-generated review summaries, with 23% willing to rely solely on these to make a decision

More Consumers Trust AI Than Fear It for Business Recommendations

With the advent of any new technology, we’d expect to see slow pickup and levels of distrust as people get used to it. Yet, the levels of consumer trust in AI for local searches are surprisingly high, with more users trusting them (40%) than not (32%). 

AI recommendations are trusted as much as traditional reviews by 42% of consumers. There’s still a long way to go for AI recommendations to be fully trusted, but this does suggest that those already using AI find recommendations generally reliable.

AI tools vary widely in how they source information. As AI evolves, it’s plausible that recommendations will become more closely aligned with review sources, particularly where platforms own both the reviews and the AI experience, as we’re already seeing with Google. In the long run, this could lead to greater trust in AI-powered recommendations. 

AI Review Summaries Streamline Decisions, but Don’t Replace Full Reviews

How do consumers use information from AI review summaries when deciding to use a local business?

Even for consumers not directly using AI tools like ChatGPT, AI is becoming increasingly difficult to avoid. Platforms like Google and Amazon use AI to create snippet summaries above individual reviews, helping consumers spot trends without needing to read every review. Only 18% of consumers skip these summaries, making them important to be aware of for businesses. 

The majority of consumers (82%) read these review summaries to inform decisions. 23% are happy to read just this information before making a decision, while 59% use summaries as a starting point, then check star ratings, read full reviews, or filter for specific information.

While summaries streamline decision-making, they can obscure details like photos, videos, and review recency, which may make spotting fake reviews harder. On the upside, reviews shaping AI summaries may stay influential longer, as consumers may be less aware of when these were posted.

Consumers Demand Real Consequences from Fake Reviews

Fake reviews remain a major concern for consumers and businesses. Misleading feedback can influence decisions and even lead to wasted money. With new regulations in place, fake reviews finally face scrutiny, with consumers expecting action from review sites and significant punishments for wrongdoers.

• 97% of consumers think businesses should face punishment for fake reviews
• Consumers believe businesses caught using fake reviews should be banned from review platforms (57%) or removed from Google search results (46%)
• 16% think fake reviews should result in criminal charges or jail time for the business owner
• 63% of consumers think review platforms should be responsible for detecting and preventing fake reviews
• 25% think the government and legal authorities should be detecting and preventing fake reviews

Review Sites and Businesses Take the Heat, but 1/4 Expect Authority Action for Fake Reviews 

For years, fake reviews have been testing consumers and businesses. In 2024, the FTC introduced the long-awaited law regulating fake and misleading reviews. This law makes buying and writing fake reviews illegal, with any business or individual caught facing significant fines. 

But should businesses be responsible for catching fake reviews? Yes, according to 49% of consumers. For now (and let’s be realistic, for the foreseeable future), it falls to businesses to spot and report fake reviews themselves. 

Consumers are most likely (63%) to believe the onus for stopping fake reviews should sit with review platforms. Google blocked 240 million fake or policy-breaking reviews in 2024. Even at this scale, fake reviews are a lingering problem made worse by scammers attempting to game the system or even extort businesses. 

A quarter (25%) believe fake reviews should be the responsibility of the government or legal authorities. The new law provides clear rules on fake and misleading review practices, but it seems pretty unlikely that official sources will spend much time spotting fake reviews. 

Consumers Call for Fake Review Punishments from Bans to Jail Time

With consumers expecting action on fake reviews, what do they see as an appropriate consequence? 54% believe businesses should naturally lose customers as their reputation is damaged, while others may expect more severe measures.

57% of consumers believe that a business caught using fake reviews should be banned from review platforms. And 46% want rule-breaking businesses removed from Google search results. 

Some consumers favor even harsher consequences. One in three (37%) think businesses should face fines or lose their business license (20%), while 16% think fakers should face criminal charges or even prison! 

Just 3% think there should be no consequences for fake reviews, meaning 97% of consumers expect businesses to be punished in one way or another! 

Positive Experiences Drive Reviews, but Businesses Still Need to Ask

Most consumers write reviews at least occasionally, whether for an exceptional experience, a poor one, or something in between. While many reviews are written voluntarily, asking customers to leave a review can significantly boost your review count.

• 94% of consumers are open to writing reviews, though just 69% of consumers wrote a review in the last 12 months
• Consumers are more likely to write about positive experiences (60%) than negative ones (29%)
• 78% of consumers were asked to write a review in the last 12 months, with 65% writing one after being asked 
• The average consumer writes between 4 and 6 reviews per year
• The most popular sites for writing reviews are Google, Facebook, and Yelp

Customers Share Wins More Than Woes

In the last 12 months, 69% of consumers wrote a business review, with positive experiences (60%) far more likely to be shared than negative ones (29%). This year, fewer consumers wrote bad reviews: are businesses upping their game, or are unhappy customers keeping complaints to themselves? 

Only 6% of consumers say they wouldn’t write a review, meaning the vast majority (94%) are open to leaving a review if you catch them at the right moment! 

Every Voice Counts, From Small Fries to Super Reviewers

A typical consumer writes between 4 and 6 reviews each year. 7% write just one review, with 47% writing six or fewer. 

At the top end, 20% of consumers wrote more than 10 reviews in 2025. Just 7% wrote more than 50, meaning consumers are as likely to write 50+ reviews as they are to write just one! 

This split between “Small Fries” and “Super Reviewers” highlights the power of an engaged customer base. Programs like Google Local Guides, Yelp’s Elite Squad, and now TikTok Local Explorer reward and recognize active reviewers. But remember, every review shapes perception, so make sure even casual reviewers feel valued. 

Customers Write Most Reviews on Google and Facebook, but Keep an Eye on Apple 

Google remains the most popular site for writing reviews, with 45% of consumers leaving a Google review in the past year. The platforms consumers are most likely to write reviews on largely mirror the sites for reading reviews:

1. Google (45%)
2. Facebook (34%)
3. Yelp (24%)
4. Apple Maps (17%)
5. Tripadvisor (16%)
6. Better Business Bureau (16%) 

The exception here is Apple Maps, which was the sixth-most-visited site for reading reviews but fourth for writing reviews. Unlike other sites, Apple Maps only lets users rate, generating a percentage score. This simple system makes leaving feedback easy, which may explain its popularity.

Review Requests Get Results if Businesses Keep Asking

As we’ve always said, the best way to get more reviews is just to ask! Over the past 12 months, 78% of consumers were asked to leave feedback for a business, and the response has been strong. 

28% of people say they will “always” write a review if asked, up significantly from 16% in 2025, showing a growing willingness to share experiences if prompted. In fact, 83% of people asked to leave a review went on to leave one this year. 

While some customers are happy to leave feedback every time, others may need a gentle nudge at the right time with consistent and timely review requests. 

Discounts for Reviews are Declining, but Some Businesses Risk Legal Action

Businesses aren’t shying away from incentivizing reviews, with only a small decline in the proportion of consumers before being offered a reward (59%, down from 64%).

Requests for discounts have dropped sharply, from 45% in 2024 to 36% in 2025 and 27% this year. Offering incentives for reviews isn’t illegal, but it violates the guidelines of platforms like Google and Yelp, which could explain why fewer businesses are using them over time. 

However, 11% of consumers were offered an incentive to write a positive review, which would land law-breaking businesses with a fine under the FTC’s Final Rule on Online Reviews if caught.

The Review Outlook for 2026

Reviews remain an important tool for businesses, but in 2026, consumer behavior is shifting. People are seeking recommendations from a wider range of sources, including video and AI platforms. Google is seeing dips, while other review sites are growing. 

Consumers expect higher star ratings and recent reviews to guide decisions. As well as influencing trust, reviews are driving action. For many, reviews lead straight to high-value purchases, while others follow up with more research before jumping into a decision.

Businesses’ requests for reviews continue to influence customers to write them; however, some businesses are breaking the law by asking for explicitly positive reviews. 

Fake reviews continue to worry consumers, with many wanting more action and harsher punishments. With many consumers regretting purchases even after reading reviews, shoppers want to feel able to trust the legitimacy of reviews. 

AI is picking up speed for local searches, with consumers using a variety of tools to find information about businesses. We’ll be digging more into the link between AI and local business recommendations soon, so make sure you’ve subscribed to our newsletter to read this first.

Thanks for reading this year’s Local Consumer Review Survey; we hope it has given you practical insights and actionable next steps for your business.

If you have any feedback, questions about the report or data, or want to share the findings you found most impactful, don’t hesitate to get in touch! You can email the research team, post in The Local Pack, or reach us on our socials via LinkedIn, Bluesky, and X.

Methodology

The Local Consumer Review Survey 2026 was conducted using a representative panel of 1,002 US adult consumers via SurveyMonkey. 

Publications and individuals are welcome to use our research findings, graphics, and data, citing BrightLocal as the author and the page URL: https://brightlocal.com/research/local-consumer-review-survey.

To help busy businesses focus on what matters most, here are five practical actions for small and medium businesses (SMBs) to prioritize in 2026.

1. Recency matters, so keep asking

So you’ve got a buzzing review from a happy customer. Unfortunately, in 2026, a great review can lose its impact surprisingly quickly. Nearly three-quarters of consumers only care about reviews written in the last three months, with many ignoring older feedback altogether. 

Older reviews don’t necessarily reflect your business today. Even hundreds of five-star reviews won’t matter if customers think they’re outdated.

Instead of hoping reviews appear organically, make review collection an ongoing habit. Consistently ask for reviews using email or SMS, and inspire customers to easily write reviews with links or QR codes in-store, on receipts, and across your digital channels. Keep an eye on how many reviews competitors are getting, and aim to beat that. 

How to Ask for Reviews: Tips and Templates

Get tips

2. Boost your star rating 

In 2026, nearly a third (31%) of consumers only use businesses with a 4.5-star rating or higher, nearly double last year’s figure. As customer expectations rise, businesses with low star ratings could see falling footfall. In fact, 68% of consumers say they won’t use a business rated below four stars. 

A few negative reviews can quickly drag your star rating down, especially on quieter niche sites. Focus first on identifying and fixing common problems mentioned in reviews, then ask satisfied customers for reviews to balance out your star rating. 

3. Broaden your review site focus 

Google remains the most-used review site, but usage is declining. Non-traditional reviews on video platforms TikTok and YouTube are growing, as well as recommendations by AI tools, including ChatGPT. Don’t rely on Google alone, as this can cause blind spots.

Let’s make it clear: this isn’t advice to stop prioritizing Google. Instead, understand where your customers actually look for recommendations, and see where your competitors are active that you’re not. This should help you be able to prioritize which sites to focus on this year. 

Audience demographics also influence review behavior. Only 11% of consumers aged 60+ used ChatGPT for local business recommendations in the last year, compared to 45% of 30-44 year olds. They are also less likely to use Google, TikTok, Instagram, Twitter, and Apple Maps than other generations. People aged 18-29, on the other hand, are more likely to use YouTube and TikTok for local searches.

Once you’re clear on which review sites matter most for your business, make sure information is accurate, up-to-date, and consistent with both digital channels and real-life customer experience. Accuracy will only grow in importance as AI and video become increasingly influential in customer decisions. 

4. Respond quickly and consistently

One of the clearest takeaways from this year’s report is that responding to reviews is almost as important as getting them in the first place. 80% of consumers say they’re more likely to use a business that responds to every review, whether positive or negative. Speed also matters, with 81% expecting responses within a week, so set a goal to respond to reviews within a few days.

Generic or obviously templated responses stop half of consumers from choosing a business, so balance efficiency with authenticity. Create templates for different scenarios, but remember to personalize these for each review. Review management tools can notify you when new reviews are posted, and help speed up responses. 

5. Take responsibility for fake reviews

SMBs wear many hats, and in 2026, you can add ‘fake review spotter’ to the list. Half of consumers think businesses are responsible for detecting and preventing fake reviews, and let’s be honest, they’re probably right. While review platforms block obvious fakes, only businesses have the inside information to spot fabricated stories. 

Regularly monitor your profiles and report any reviews that appear fake or break the rules. Keep an eye on competitors too, as fake positive reviews could unfairly boost their rankings and reputation. If you’re unsure how to spot fake reviews, a reputable SEO or reputation management expert can help protect your brand.

For SMBs, these five actions should be the most immediate priorities in 2026, but these steps are just the beginning. For deeper insights on review management, read the full Local Consumer Review Survey or upskill with BrightLocal Academy’s free course, A Beginner’s Guide to Generating and Managing Reviews. 

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.

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.

Build a 5-star Reputation

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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.

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.

Our guide to Google local search is jargon-free, up to date, explains everything in plain English, and is packed with easy-to-action tips.

We’ll touch on the essential local SEO tools you’ll need to make your life easier and provide you with a complete overview of which areas you need to focus on to make your business more visible to local customers. So, let’s get started!

The Basics: Why local search?

If you’re new to Google local search or have come over from traditional SEO, you may wonder where it’s come from and why it’s so important to local businesses everywhere. The answer to this question lies with a piece of tech that you likely have in your pocket, in your hands, or on your desk right now—your smartphone.

The widespread availability of mobile technology has seriously changed how we behave as consumers. We can now hop online at any time, from any location, and search for something we need or want. That means that anything from the nearest pizza place to the pet grooming parlor (plus any product or service you can think of in between) is just a few taps on your smartphone screen away.

Constant connectivity equals convenience, so more and more, everyday shoppers are heading to Google on their phones when they need to find something. According to BrightLocal’s own Local Consumer Review Survey, 21% of consumers go online to find a local business every day, 77% search for a local business at least once per week, and 91% look online for local businesses at least once a month.

It’s easy to see how appearing prominently on Google when local people search for your kind of service can be lucrative!

What is a ‘local search’? How does it differ from a normal search?

A local search is perhaps best described with an example:

You’re driving in town and have a flat tire. You pull out your smartphone, head to your web browser, and type ‘mechanic’ into Google.

Whether or not you add ‘near me’, you’re still performing a local search as you’re looking for a specific service in your local area.

Thanks to modern technology, and provided you’ve allowed for this in your privacy settings, Google can accurately pinpoint your location. It can use your Wi-Fi connection or GPS, for example, to get an idea of where you are and then return results for products, services, and merchants that are in close proximity to your location.

Without getting too technical, proximity between searcher and business is one of the three key pillars of local search (along with relevance and prominence) for businesses looking to get their web presence seen by the right people at the right time.

Google will calculate the distance from the search user to a local business when deciding how to rank search results. It knows that, more often than not, search users need a solution that is close to them—especially when searching on a mobile device.

Breaking Down Your Search

You may think there’s nothing much to decode when you type a few words into Google to hunt down a vital product or service. That’s actually not the case, though.

The words and phrases you type in before hitting ‘search’ are a good indicator to Google whether you need something local or a solution from further afield. Let’s look at some of the ways that Google works out if you’re looking for something local.

“Near Me” Searches

Let’s go back to that city drive and your flat tire.

Now, chances are, you don’t just type in mechanic, although that is possible. In your eagerness to return to the road with a fully inflated tire as soon as possible, you might tell Google you’re looking for a “mechanic near me”.

Right away, ‘near me’ triggers a local search, as you need assistance close to your physical location.

The same is true of your customers’ searches. Whether they’re looking for a pool cleaner or a cable guy, ‘near me’ flags up to Google that only a business close to the searcher’s current location will suffice.

This means that Google knows to present that user with service providers from their immediate area. If you’re a mechanic in that city, you’ll want to ensure that you have your local search visibility taken care of to be visible to that customer and stand a chance of winning that job.

Geo-targeted Searches

In some cases, rather than typing in “near me”, you may simply add your location to the end of the search to be assured that you’ll be served relevant results. For example, “mechanic brighton”.

It’s pretty clear to Google that this is a local search, and so to be useful, it needs to show you listings for mechanics in Brighton.

You’d also use geo-targeted searches if you were looking for a place in a specific location that isn’t near you, for example when planning a trip. It’s important to remember this because otherwise, it’s easy to think that ‘local search’ equals ‘near me search’.

Location-enabled Searches

If you have your location enabled on your phone, you can perform a local search without even realizing it. In most cases, if you simply type in ‘mechanic’, you’ll get local results simply because you have location services enabled on your phone (Google is clever enough to know that you’re probably not looking for a definition of a mechanic unless you specifically ask for one).

This can vary depending on the type of business searched for, though. Searches for popular business types like hotels, restaurants, and car dealerships are always likely to trigger a location-enabled search.

What is a local search result in Google?

As we’ve seen, there are several types of ways to make a local search on Google, and fittingly, there are multiple types of local search results, too.

Depending on the device used for the search and the type of search performed, a different type of local search result may be shown.

Here, we just want to share a few terms that pop up most often to describe local search results so you feel comfortable with each one when you carry out local searches, speak to a local SEO agency, or look for local SEO services.

Local Pack

The most common result you’ll see when making a local search for a business is the Local Pack, though Google is doing its best to make AI Overviews the de facto search result—more on this shortly.

The Local Pack is a section of Google’s search results that shows the top local businesses related to your query. Whenever your query has local intent, Google will show a set of local businesses that might answer your query.

You’ll see the Local Pack appear if you go to Google and type in your search query in the search bar. It will often have an image of a map above or beside it and then usually three suggested local businesses below or to the side, sometimes with snippets of reviews, opening times, justifications, and photos.

For local businesses, this is the ultimate goal in local SEO, as these three spots are generally consistent across mobile and desktop and are by far the most popular way of discovering local businesses on Google.

Google Maps

If you use Google Maps to perform a search, you’ll get local map results. This will show the location of businesses matching your search query on a map with options for filtering according to criteria such as ‘top rated’ or ‘open now’, or even business types like ‘restaurants’.

Local Finder

If you click a listing in the Local Pack or scroll through the list of businesses on Google Maps, you’ll get what are called ‘Local Finder’ results. The Local Finder is the source of truth for all local listings on Google.

Wherever you see listings for a particular search term in a particular location, the Local Finder results are what’s being pulled. BrightLocal tracks these positions in our Local Rank Tracker and Local Search Grid.

Google AI Overviews

Getting back to general browser results, today you might find an AI Overview result in response to your local search query. These responses are generated by Google’s Gemini LLM (“AI” is entirely a misnomer—and a deliberate one: there is no “intelligence” going on here, merely pattern recognition and prediction, and the same is true of other LLMs like ChatGPT).

In this local search result type, Gemini does its best to discern what sort of result the user is searching for and pulls from authoritative guides and online sources to compile a response that’s conversational in tone.

The sources themselves are hidden behind ‘link’ icons and in the right-hand box (which I’ve already opened in the screenshot above).

These results are experimental and vary wildly from day to day and from search to search. It’s safe to say that until Google has stabilized Gemini and implemented it fully and consistently, you can’t rely on AI Overviews appearing for any given search, be that local or otherwise.

“Find Results On”

This may vary depending on where in the world you are searching from, but thanks to Google’s ongoing legal issues in the EU (the governing bodies of which want to see Google stop ‘self-preferencing’ in its products) the search giant has had to compromise and place links to other directories prominently in search results.

This is why you might see ‘Find Results On’ above even the Local Pack in your search results. The prominence of these directories in local search results (and in organic results) further highlights the importance of getting your business featured in all the right directories.

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Localized Organic Results

Localized organic results are a slightly different version of local search results. These results are shown in the main search area. They aren’t strictly business-related (so they likely won’t include specific local businesses unless they’re performing very well in local SEO for the search term you’ve used), but they do have a strong local connection via their content.

If the searcher is clearly looking for something local, the results will often consist of directory listings or ‘listicle’ style articles (such as “Top 10 Best X in Y”) and articles from local bloggers and newspapers.

Non-Google Local Search

As mentioned above, we’re now in an era where not everyone relies solely on Google to search the web. 

In fact, they might not even need to go to the traditional ‘web’ (as found via a browser). Search behavior has changed so much in recent years that it’s now perfectly normal for someone to, say, use ChatGPT to get restaurant recommendations and details, use Instagram to check out what the food looks like, and then find an impartial video review on YouTube or TikTok to make the final decision.

Our own Local Business Discovery and Trust Report found these to be the top apps for business discovery on social media:

1. Facebook (59% of consumers use Facebook to learn about businesses)
2. YouTube (49%)
3. Instagram (40%)
4. TikTok (32%)
5. Twitter/X (28%

Let’s take a brief tour of some of these to understand what a local search might look like.

Local Search on Facebook

Facebook is the #1 social media app for business discovery, so we have a dedicated guide to local search and Facebook. For now, let’s move on to some of the others on this list.

Local Search on Instagram

Instagram isn’t quite clever (or perhaps nosy) enough to use your location to prop up a generic search like ‘restaurant’ or ‘restaurant near me’ but if you include a place name, like ‘restaurant new york’, you’ll see posts related to that search, generally from super-popular Instagram accounts.

Another way to search for local businesses on Instagram is a clunky one, but it’s great for a more visual way to browse if you love Instagram.

1. Type a business name you know is in the area and industry you’re researching into the search bar and scroll over to ‘Places’:
   
   
2. Tap on the business name to see posts related to that ‘Place’.
   
3. Zoom out of the map and click ‘Search This Area’ to see a bunch of posts and reels related to your search. That’s where you’ll find similar business types.
   

This is a niche trick for Instagram business search, but it works and highlights the importance of having an updated and engaging Instagram presence that’s properly detailed, with opening times and the correct address.

Local Search on TikTok

TikTok works in much the same way for business discovery as Instagram, but with one key difference: TikTok actually gives businesses the equivalent of a directory listing.

Perform a business search or stumble across a business another way, and you’ll eventually land on the business’s own listing, which contains:

• reviews on TikTok
• reviews from other platforms like Google Maps
• a link to call the business
• a link to find the business on Apple Maps
• the full address, price range, and even…
• an estimate of how close to you the business is (no other platform does this!)

Where does TikTok get this information from? It doesn’t just aggregate it from other platforms, it actually requests business owners to submit and verify their business details via a dedicated form.

With a social media platform taking business discovery so seriously, you can see why Google’s not in the same position it used to be for local search.

Local Search on YouTube

Unlike some of the other platforms mentioned here, YouTube doesn’t need to keep track of your location and doesn’t tailor its search results based on it. Instead, to perform a local search on YouTube, you’ll need to add your location to the search term (e.g. restaurants brighton).

A local search on YouTube provides you with the same kind of results you’d get for a standard YouTube. It’ll likely be comprised of listicles from popular bloggers or review sites, peppered with sponsored posts from content creators or the businesses themselves.

Where YouTube really comes into its own is in individual product or business reviews. Depending on the sector, you could find a host of reviews to help you make a local business decision, or better yet, local experts who take the time to provide their unbiased reviews.

ChatGPT (and other non-Google LLMs)

Finally, we come to LLMs like ChatGPT, and LLM-powered search engines like Perplexity and Arc Search. What all these have in common is that they’re less ‘search engines’ and more ‘answer engines’. By this, I mean that they’re designed to provide clear answers to questions, rather than a host of results for the user to browse around and use to come to their own conclusions.

They’re designed for conversational activity, so you can start a local search with a simple question like ‘where is a good coffee shop in brixton’, and then refine the results conversationally, without having to repeat the question, like so: “which of these is close to t a train station”. This sort of conversation is what LLM providers mean when they say things like “it can help you plan an entire trip”.

As you can see in the screenshot above, ChatGPT answers local business questions with a map and a carousel of businesses it’s highlighted as suitable for the search term. Want to know which sources it used to decide on this list? Just click ‘Sources’ at the bottom, and ChatGPT will provide you with the list of top sources (usually business websites, authoritative blogs, directories, or local news sources) that it used.

Where do LLMs get the bulk of their information from? The training data used (and how up-to-date it is) is different depending on the LLM you choose, but by far the most popular, ChatGPT, primarily uses Microsoft Bing as its search engine, leveraging its data to provide up-to-date information when searching the web through the “ChatGPT Search” feature. This is because OpenAI, the developers of ChatGPT, have a partnership with Microsoft, which owns Bing.

Uncovering ChatGPT Search Sources

Learn More

What about other search engines?

While they’re not nearly as popular as Google, there are a multitude of niche or localized search engines available, from industry stalwarts like Yahoo! and Bing to others like Baidu and Yandex. Take a look at our guide to alternative search engines to learn how local search works on those platforms.

Conclusion

Now that you know the differences and commonalities between local search types and local search results, you can dive further into learning what affects these things.

Whatever you do, always be testing and learning. There’s no such thing as set-it-and-forget-it in SEO, and local search is no different. Even citations have to be updated sometimes!