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.

Watch the video below or keep reading to learn five practical actions to help agencies keep pace with changing consumer behavior, deliver top results for clients, and win new business.

1. Use star ratings to identify easy-win prospects 

Star ratings are a strong hint that a business could be neglecting its online presence. With 31% consumers only using businesses with 4.5 or more stars, low-rated businesses present a clear opportunity for agencies to deliver a quick impact.

Audit review profiles to find businesses below this threshold, and make it your business to educate them on the damage that could be being done to trust, visibility, and sales. 

2. Set your sights beyond Google (shock horror!) 

Google remains the most used review platform by quite a margin, but usage has dropped from 83% last year to 71% of consumers in 2026. But when Google’s wider ecosystem is broadened to include Gemini and AI Mode, usage rises to 76%, with some consumers only using Google’s AI tools for local searches. 

Consumers are increasingly turning to alternative sources when seeking local business recommendations. Video platforms like TikTok and YouTube are growing in popularity, while generative AI tools have seen a sharp rise from 6% of consumers last year to 45% today.

For agencies, looking beyond Google may feel a little scary, but this isn’t about abandoning it completely. Instead, treat broader review visibility as an added tactic that strengthens existing local marketing efforts. Audit where clients appear outside Google, identify gaps, and build consistent reviews across the platforms their customers actually use. This reduces over-reliance on a single channel and creates a clear point of differentiation from competitors focused on Google alone. 

3. Become the AI expert your clients need 

The Local Consumer Review Survey found a huge increase in consumers using generative AI tools for local business recommendations, jumping from 6% in 2025 to a whopping 45% now.

This is where agencies can step up. Clients don’t need buzzwords or bold predictions; they need reassurance that their business won’t be left behind. Upskill your team to understand how AI platforms source information and how to optimize clients’ online presence for them.

Accurate business information has always mattered, but it’s even more vital in the AI era. AI platforms pull data from listings, review sites, and websites, so check what AI “sees” for your clients and correct any inaccuracies or gaps. 

Maintaining consistent citations across all platforms helps ensure information is reliable. Tools like BrightLocal can build and fix citations at scale, freeing up your time for strategic thinking and winning more clients.  

4. Think of the full funnel

Even with strong reviews, 66% of consumers still seek additional information on websites, social channels, and other touchpoints to feel confident in their choice. Agencies should work with clients to map the full customer journey and ensure the experience reflected in reviews matches digital and real-life interactions.

Many small businesses still don’t have websites or Google Business Profiles, causing potential customers to drop off when verifying reviews. These early-stage businesses can be a prime target for many agencies, though they often need the most help for the lowest budgets. Quick wins in review management can deliver immediate ROI and open the door for longer-term projects. 

5. Push clients to respond to reviews 

This year’s report found that consumers expect quick responses to reviews, with 81% expecting a response within a week. 

Agencies can manage clients’ online reputations, but the real impact happens when feedback is acted on. Writing responses for them may be tempting, but this misses the chance to improve the business and, subsequently, future reviews.

If the client can respond, make it easy: create workflows to streamline sign off, provide templates to tailor, or build customized AI agents to speed up replies. Even if they’re the ones responding, monitor incoming reviews and regularly report trends so they can act on feedback.

If the client can’t take on the responsibility, step in as first responder. Closely monitor review notifications and create clear processes for escalations and sign-offs. Most importantly, make sure feedback is shared so it drives improvement, rather than sitting hidden on a dashboard. 

These five actions show how agencies can help clients turn reviews into real results and attract ideal clients in 2026. But these steps are just the beginning! Explore the full Local Consumer Review Survey to understand the latest online review trends.

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.

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. 

As SEO specialists and digital marketers, staying informed about updates is essential to adapting our strategies effectively. Failing to do so can quickly diminish our local search presence. 

This detailed guide will help you understand the local search algorithm by breaking down the three major ranking pillars and exploring specific local ranking factors within these pillars that can significantly impact a business’s local search position. And, with the growth of AI affecting local visibility, we dive into the key AI visibility factors local marketers should know about. By the end, you’ll be equipped to stay ahead of the competition and know exactly what to focus on.

Google’s Local Search Algorithm

Google’s local search algorithm uses three key components to determine which businesses appear in local search results: proximity, relevance, and prominence.

Proximity

Proximity refers to the physical distance between the user’s search query and the business. The closer a business is to the user’s location (or the location they are searching for), the more likely it is to appear in the search results. This is one of the most crucial factors, especially for users performing searches with local intent.

There isn’t much a business can do to target this pillar. However, making sure that your Google Business Profile and other listings have an accurate Name, Address, and Phone Number (NAP) is a good start.

Relevance

Relevance measures how well a business listing matches the search query. Factors like business categories, keywords on the business website, and user-generated content (e.g., reviews) can help improve relevance. A business that aligns well with a search term is more likely to be ranked higher.

Local ranking factors that Google includes in this pillar include:

• Local listings and citations
• On-page signals, including content
• Google Business Profile (GBP)
• Backlinks
• Personalization signals

Prominence

Prominence looks at how well-known and trusted a business is within its community or industry. This factor is influenced by external signals such as backlinks, social media mentions, online reviews, and how frequently a business is mentioned across the web. Prominent businesses that are often referenced and have a higher reputation tend to rank higher in local searches.

Local search ranking factors that Google includes in this pillar include:

• Reviews
• Google Business Profile and other listings
• Backlinks
• Behavioral signals

Together, these three factors form the backbone of Google’s local ranking system. However, within these categories, a number of specific ranking factors can significantly influence a business’s local search position. Let’s break down the individual ranking factors that come into play. 

Local Search Ranking Factors for Local SEO

There are certain factors that determine how well a business performs within the realms of proximity, relevance, and prominence. Google’s local algorithm remains a closely guarded secret, with local marketers not privy to the exact local SEO ranking factors that allow a business to rank in organic searches or the local pack. 

The Local Search Ranking Factors survey asks around 50 local SEO experts for their opinions on the most important actions and factors for local business rankings. Running near-annually since David Mihm kicked it off in 2008, Whitespark took it over in 2017 and now repeats it every 2-3 years to track changes to the local algorithm over time. 

New factors are added to each survey, with the 2026 survey (released November 2025) seeing 47 new potential ranking factors for experts to score based on impact. For the first time, the Local Search Ranking Factors survey also explored AI search visibility factors.

Local Search Ranking Factors: Grouped

To make it easier to see which areas matter most for local rankings, the individual factors identified by the SEO experts are grouped into eight key categories that are tracked annually.

Compared to the last Local Search Ranking Factors study  in 2023, there have been some notable changes, including: 

• On-page ranking factors have fallen a little for both local pack (down from 19% in 2023) and local organic (down from 36%)
• Reviews have grown in importance for local pack rankings, from 16% in 2023 to 20% today
• Link signals continue to drop, particularly for local pack rankings 
• Citations signals remain steady (though see bigger importance in AI visibility factors. More on AI ranking factors later)

While any drops may feel surprising, it’s important to note that the 2023 version didn’t include social signals as a group, so these being added back in may negatively impact some of the other factors’ percentages in this survey. This doesn’t necessarily mean that these groups have become less important in practice.

The Evolution of Local Search Ranking Factors Over Time

Local search ranking factors have evolved significantly over the years. Previously, businesses could rely more heavily on keyword usage, backlinks, and directory listings to rank.

Then, Google Business Profile’s relevance exploded and became the main way businesses can impact their rankings in the Local Pack. Factors relating to online reviews, as well as on-page optimization features, also have a sway in local rankings.

For localized organic search results, on-page optimization is the place to focus on. Links too remain important, though these have seen a steady decline over the last few years. 

While we now know the most important overall areas for ranking in the Google local algorithm, what do you actually need to do to improve your rankings? Let’s talk specific local SEO ranking factors. 

Individual Local Ranking Factors

There are more than 180 possible local ranking factors, but not all carry equal weight. These are the top 15 that experts say most strongly influence where a business ranks in the Local Pack and local organic results.

AI Search Visibility Factors

For the first time, the 2026 Local Search Ranking Factors survey looks at the visibility factors affecting AI search. As AI continues to become more important in how people find local businesses, understanding these signals is essential for staying visible.

AI-driven search experiences are also changing the way users discover and interact with local results. Many of the same signals that influence traditional local rankings, including on-page optimization, reviews, and authority, also impact AI visibility.

Because these systems often rely on similar data sources, improving your local SEO can also enhance how your business appears in AI-powered search results, creating opportunities to strengthen visibility across both channels.

Like with local organic, on-page signals remain the most important group for AI search visibility. Having a dedicated page for each service should be a key priority for any local business wanting to perform well across the board. 

Citations, reviews, links, and social factors also have a significant impact on local AI search visibility. This means that structured and unstructured citations and mentions on third-party ‘best of’ lists have a significant impact on AI search visibility. 

This is backed up by recent BrightLocal research finding that LLMs use local citations, reviews, and social media channels for local searches. After a period of questioning whether citations still matter to local SEO, with the explosion of AI over the last few years citations only seem to be becoming more important in business visibility.

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Local Ranking Factors and Proximity, Relevance, and Prominence

To improve rankings across local pack, localized organic, and AI search, you might find it useful to know the average importance of all three grouped local SEO ranking factors (including AI):

1. On-page optimization (24%)
2. GBP (17%)
3. Links (15%)
4. Reviews (14%)
5. Citations (9%)
6. =Behavioral (8%)

6.   =Personalization (8%)
7.   Social (6%)

Let’s run through each one and see how they influence proximity, relevance, and prominence.

1. On-Page Optimization

Optimizing your web pages for given keywords will increase relevance and enhance your chances of being favored by the Google local algorithm. Below is a list of on-page attributes that should be considered when trying to increase relevance for a given keyword or topic.

Here are some of the on-page signals Google looks at:

Keywords

The key to ranking is ensuring your content is highly relevant to a user’s search query. Simply put, if your content aligns with what users are searching for and it’s written with true authority, it’s more likely to rank higher. It all starts with good local keyword research.

Keywords are the key to starting this.

• LSI Keywords: By including keywords in your content that are semantically related to each other you increase relevance to your target keyword or query. Search engines are very smart; they are capable of drawing connections between keywords and rewarding pages that do so properly. Tip: Use Google’s search predictor or a tool like this to help.
• Long-tail Keywords: These keywords differ from LSI keywords but also add relevance. Although these keywords are generally longer, they do tend to convert at a higher rate. This is because they are usually more specific and descriptive. Long-tail keywords help add context to your content which helps search engines determine if your page matches the context of a user’s search query.

Title Tag

First impressions count! Your title tag is one of the first things users see in search results. Make sure it incorporates your target keyword and clearly signals what the page is about. A well-crafted title tag not only helps with SEO but also encourages users to click.

Meta Description

Your meta description is an opportunity to expand on the title tag and provide more context. Including your target keyword here further boosts relevance and provides users with additional details about what to expect from the page. Changing it won’t affect your rankings, but it might affect your clickthrough rates (if Google lets you keep what you’ve done!)

Body Tags (H1, H2, etc.)

Headings help structure your content and improve relevance. Use descriptive body tags like H1, H2, etc., to break up your content. These tags are not only helpful for readers but also give search engines a better understanding of your content. Be sure to include relevant keywords, especially in your H1 tag, which is the most prominent heading on the page.

Internal and Outbound Linking

Effective linking strategies—both internal and outbound—are essential for boosting relevance and improving the user experience on your website.

• Internal Links: These help users navigate to relevant pages on your website. They help establish hierarchy and spread link equity throughout a website. You can use internal linking to increase relevance for a page by creating a navigation path to similar pages or pages that help strengthen your topic or keyword.
• Outbound Links: Outbound links direct users to external websites for additional information on related topics. These links not only enhance the user experience but also help the Google local algorithm understand your niche. Focus on providing high-quality, relevant outbound links to strengthen your site’s credibility and relevance in the eyes of search engines.

Alt Text

Every user consumes information differently, and some people are very visual. As such it’s best to try to include images with your content wherever possible. These assets will help increase user engagement, which helps with ranking.

Whenever you add images to a page you have the option to add alt text, which is a way for search engines to easily crawl and understand what the media is. This is another great place to incorporate keywords. If you have an image that showcases a service your business offers, you want that alt text to include the service keyword. It’s also a really important aspect for accessibility reasons, to ensure your content can reach as many people as possible.

Schema

Schema helps you organize and provide search engines like Google with the information they need to understand your content. It helps ensure the best search results possible and improves the way your page is displayed in search results. By adding schema to a page, you can increase the relevance for a given topic or keyword. Search engines can easily find schema and make sense of the content that it represents, helping to ensure that you show up when you should.

URL Structure

Setting up your website’s hierarchy and site architecture is very important. It allows you to tell search engine algorithms how to prioritize and crawl your website. The URL slug that you use should reflect the topic of the page — this is another quick way to increase relevance.

Treat these on-page signals as a checklist. You should be able to go through your target page and check off every one of the above attributes. Once you get through this checklist, you should be able to confidently say that your page is relevant to your target keyword or topic, and so your site is more likely to be favored by the Google local algorithm.

2. Google Business Profile Signals

Google Business Profile Signals

Whether you’re optimizing your Google Business Profile (GBP) (formerly Google My Business), Bing Places, or Yahoo Local, ensuring your listing is fully optimized is crucial. To achieve this, focus on maintaining accurate NAP (name, address, phone number) information, having a single claimed listing, and properly completing these two essential features.

Categories

Selecting the appropriate primary category for your business is crucial for local search rankings. 

According to the 2026 Local Search Ranking Factors survey, the primary category is the top factor influencing rankings in Google’s Local Pack. In addition to the primary category, selecting relevant additional categories can further enhance your visibility (this is the 8th most important local pack ranking factor). However, it’s essential to ensure that all chosen categories precisely define your business to maintain relevance and effectiveness.

A 2023 GBP Category Study from BrightLocal found that businesses using four additional categories within their GBPs have the highest average map ranking of 5.9.

Description

By adding a description of your business, you allow users to know exactly what you do (as well as search engines). This shouldn’t be salesy, or an attempt to market your business. Instead, it should give users (and search engines) the info they require to determine if your business matches their needs or intent.

3. Link Signals

Backlinks are critical indicators of trust and credibility for search engines. High-quality backlinks from reputable and relevant websites boost your website’s authority, signaling to search engines that your content is reliable and valuable. This directly impacts both prominence and relevance.

A “good” backlink comes from a credible site with a strong Page or Domain Authority that aligns with your page’s topic. For instance, a service page about “car insurance” benefits from links on insurance-related or, better yet, car insurance-specific pages. These links not only increase the prominence of your site by associating it with authoritative sources, but they also improve relevance by reinforcing the specific topic of your content. 

Conversely, a link from a “home insurance” page would hold less value due to its lack of topical relevance, diminishing its effectiveness in boosting both prominence and relevance.

In local, relevance can trump things like domain authority. A number of links from other trusted sources in your local area, for instance, could do a lot to help your situation.

4. Review Signals

Online reviews for a business not only have the power to increase ranking signals but the power to push a consumer to a decision. You can never have enough reviews!

Plus, the report has found that reviews are now the second most important factor for Local Pack and AI ranking.

Ask yourself, would you trust a business with 100 reviews or 10? Chances are it’s the former. That’s because (like the Google local algorithm) users need to gain trust from a brand before purchasing or clicking. So, similar to users, search engines have the ability to analyze the type of review, how many reviews a business has, and how they interact with reviews (respond to them or not). All these factors can increase a brand’s online prominence.

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Additionally, the language used in reviews can impact your relevance by reinforcing important keywords or phrases associated with your business. For example, if customers frequently mention your services, products, or location, it helps search engines better understand what your business offers and where it operates.

If you want to have a great online brand prominence, you need to first find a way to get more reviews. There are lots of tools available to help you generate more reviews. Once you have a strategy in place, you need to find a way to monitor and manage your reviews. This is just as important as getting reviews. Search engines are able to tell if you engage with customers and reply to their comments. It shows that you’re active and willing to interact.

5. Local Citation and Listing Signals

Local citations, mentions of your business’s name, address, and phone number (NAP) across the web, are important for establishing local prominence. While they don’t require a backlink, the more citations your business has in reputable local directories like Yelp, Yellow Pages, and local chambers of commerce, the more authoritative it appears to Google.

Take a look at the example below of a recent Google search for ‘Cafe in Sacramento’. You can see that there are two results from business directories in the top three spots!

When it comes to local SEO, consistency is key, especially when it comes to your business’s name, address, and phone number (NAP). Discrepancies in NAP data across directories and local listings can confuse Google, ultimately impacting your rankings. In fact, businesses with consistent NAP data across major citation sources are 40% more likely to appear in the local pack.

That’s a significant boost to your visibility and credibility!

Building these citations can be incredibly time-consuming, so a service like BrightLocal’s Citation Builder can be a huge time and cost saver.

Therefore, it’s important to track your citations to ensure they are accurate and consistent. To get started, use tools like Brightlocal’s Citation Tracker to identify existing, incorrect, and potential citations. This will help you focus on the most valuable citations and ensure they’re correct and up-to-date.

6. Behavioral Signals

Behavioral signals, such as click-through rate, mobile clicks to call, and dwell time, are user-driven actions that impact both prominence and relevance. While their importance has fluctuated, they remain a reliable indicator of user engagement.

Behavioral signals are a reliable source of information for Google because they’re much harder to manipulate than other factors. These actions are taken by the searcher and, therefore, can only be influenced to a certain degree.

Instead of thinking up innovative new ways to influence user behavior, why not spend this time optimizing your GBP to give the user the best possible experience? This involves creating optimized copy for titles, meta descriptions, Posts, and more. Make your listing as valuable and coherent as possible, and you’ll move closer to winning at rankings and conversions.

Try to remember that the end goal of SEO isn’t just to improve rankings; the focus must also be to attract the right customers to a business for those all-important sales. When you start getting seen by the right customers, those who want to learn more about your business, these users will naturally help to enhance the behavioral signals towards your site.

7. Personalization Signals

Personalization signals shape search results based on a user’s preferences, behavior, and search history, influencing proximity, prominence, and relevance. 

For proximity, search engines consider the user’s current location or habitual searches to deliver results nearby. Prominence is affected by interactions with businesses, like clicks or calls, which boost visibility for listings that users trust or engage with frequently. Relevance is enhanced as search engines tailor results to align with user preferences, such as prioritizing vegan restaurants for someone who often searches for vegan options. By focusing on these factors, personalization ensures users find businesses most aligned with their needs and habits.

Although personalization can have an impact on general search results, it is much less likely to impact local search results. This means there’s not much you can do from an SEO perspective to optimize a website for personalization considerations. However, what you can control as an SEO is tracking your rankings across different search locations.

Tools like Local Search Grid track your own and your competitors’ rankings across different grid points, with insights to see what you need to do to outrank them across the map. 

Businesses that serve customers in areas with multiple different languages can translate—and therefore personalize—their content to reach the relevant audiences. Multilingual SEO is a largely underutilized resource that local businesses can tap into where appropriate.

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8. Social Signals

Social signals are the online interactions and engagement your business receives across social media platforms such as Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter). Social signals are based on factors such as follower count, quality of posts, and engagement across these platforms.

As mentioned above, social signals were included in the Local Search Ranking Factors survey until 2018, and have now been added back in. This reflects the growing importance of social engagement in shaping a business’s online prominence and visibility.

Social signals can indirectly influence both prominence and relevance in local search. High engagement across social media platforms often correlates with increased branded search volume and referral traffic to your website. Google interprets these behaviors as signs of popularity and trust. When people frequently share your content or tag your location, these actions reinforce your brand’s connection to a specific area or service.

Putting Local Ranking Factors Into Action

Ranking in local search is becoming increasingly challenging as competition intensifies and Google’s algorithm continues to evolve. Staying informed about Google local algorithm updates and understanding how they impact local search rankings is crucial to success in local SEO. 

To put this into action, focus on the areas that have the greatest impact. Work your way through the top ranking factors for the Local Pack, local organic, and now, AI search visibility, and create an action plan for improving each of these. 

Optimize your website with relevant keywords, maintain a fully completed Google Business Profile, generate positive reviews, build authoritative backlinks, and ensure your business information is accurate and consistent across directories. Some will be easy wins, others will be harder work. By continuously refining your approach, you can enhance your local search presence, stay ahead of competitors, and ensure that your business stands out in an increasingly crowded online landscape.

As one of the most-used review platforms out there, Yelp is a powerful tool not only for consumers, but increasingly search engines and AI tools to figure out which businesses are top notch. 

In this article, we’ll explore what makes Yelp business reviews special, and how to use them for local business success.

What are Yelp reviews? 

With Yelp, customers post reviews of local businesses that potential customers can see when looking for services like yours. 

Yelp business reviews combine star ratings (1-5 stars), detailed comments, and user-generated photos and videos to help potential customers choose between local businesses. 

It’s designed to be local-first, helping consumers discover the next restaurant, dentist, or car dealer to try and trust. While it specializes in brick and mortar businesses, Yelp also helps mobile businesses and contractors such as plumbers and electricians connect with customers.

Why do Yelp reviews matter?

As we’ve already mentioned, our annual Local Consumer Review Survey shows that Yelp is one of the most popular review platforms for consumers. Data shows that in recent years it’s become the second most popular site for reviews behind Google.

Every day, 2.5 million people visit Yelp looking for local businesses. And with more than 308 million reviews to sift through on the platform, strong Yelp reviews make it easier for potential customers to trust your business.

Yelp reviews can have a big impact on the bottom line. Back in 2011, a Harvard Business School study found that a one-star improvement in restaurants’ Yelp ratings led to a 5-7% increase in revenue. 

Today, Yelp reports that 82% of users go on to hire or buy from a business they found on Yelp within a week of searching. Frankly, leaving your Yelp profile unclaimed and uncared for is leaving money on the table. 

While the exact Yelp algorithm remains a closely guarded secret, a steady stream of high-quality reviews will help your listing get seen by more potential customers. Yelp’s default search focuses on the user’s search terms and distance, as well as the business’s ratings, transactions using Yelp’s tools, user engagement data, and relevant reviews. 

And now, it’s not just your real-life customers who are looking to Yelp for information; it’s AI, too. We found that Yelp is used as a source in a third of LLM searches for local business-related prompts. Not only do LLMs use Yelp to extract business information, but they also pull content from customer reviews to answer queries. Yelp also entered a partnership with Perplexity AI and is used as a source in nearly all of its results.

Put simply, Yelp reviews are a key part of building a strong online presence and attracting new customers.

Claiming Your Business on Yelp

The first step to getting reviews on Yelp is to get your business listed on the website. Before you go ahead and add your business, you should first check if it’s already there by searching for your business.

You can follow our step-by-step on how to add or claim a Yelp listing, but the gist of it is:

• Create a Yelp business account
• Add your information, like business phone number, address, website, and category
• Verify your business, either by phone or email
• Add images and descriptions
• Add additional locations

Then you’re ready to start collecting reviews.

How to Optimize Your Yelp Business Page

Much like your website, your Yelp business page needs careful optimization if you want to maximize results.

A complete, keyword-rich Yelp profile with eye-catching photos and videos helps you get found and gives customers confidence in choosing your business.

The first step in Yelp optimization is to check you have all your information filled out. This includes your business name, address, phone number, website, business categories, and more. Make it simple for customers to reach you and trust your information, because mistakes can cost you leads.

Yelp Optimization: 7 Yelp SEO Tips

Optimize Yelp

Much like other business listings, Yelp is open to user-suggested edits. It’s important to regularly review your profile to check that your details stay accurate and consistent across the web. It’s also important to keep everything up to date, which you can do from centralised tools with your other listings.

Tools like BrightLocal’s Active Sync allow you to manage listings, including Yelp. They help you monitor them for unexpected changes, keep track of reviews, and push out your own updates. 

What is a ‘good’ Yelp review? 

So you know you need to get loads of good Yelp reviews for your business… but what does that actually mean? 

In short, a “good” Yelp review is genuine, detailed, and helpful. Reviews that describe specific experiences, mention particular products or services, and include photos or videos are highly likely to be useful to Yelp users. 

The Local Consumer Review Survey shows that customers pay attention to recent reviews, high star ratings, and the overall number of reviews when deciding which local businesses to trust. A business with a steady stream of positive, detailed reviews instantly looks more credible and appealing.

Yelp reviews tend to be longer and more detailed than other review platforms. Research from the FTC found that just 2% of Yelp reviews contained fewer than 100 characters, compared to 50% of Google reviews. For consumers looking for genuine advice, Yelp is often the first port of call. 

When writing a review, Yelp users are guided using Interactive Review Topics that suggest areas to cover. Once these are included, you get a satisfying green tick. 

Yelp has its own criteria when choosing which reviews to highlight. Reviews are categorized as Recommended or Not Recommended, with the latter tucked behind a link. Some of this is due to Yelp’s big position on non-incentivized reviews (more on this below), but unfavorable or incomplete reviews can also be filtered if Yelp doesn’t know enough about the reviewer.

Like all review sites, fake Yelp reviews can be a challenge, but Yelp has measures in place to combat these. 

Yelp-specific review features 

Yelp business reviews are more than just 5 stars and a couple of words. Yelp continually enhances its platform to provide users with richer, more engaging ways to share and discover experiences. Check out some key Yelp review features:

Video and image reviews

Visual content is powerful. Users can upload photos and short videos to Yelp reviews to showcase their experience and help potential customers know what to expect.

Community-generated information

With Yelp, it’s not just reviews you need to keep a close eye on. There are plenty of opportunities for the community to share information and get questions answered by others. If you’re not monitoring these, misinformation could easily sneak in. 

Review Insights

Yelp launched AI-powered “Review Insights” for restaurant, food, and nightlife businesses in December 2024. This feature summarizes customer sentiments using intuitive icons, helping users quickly grasp the overall sentiment of reviews. This feature isn’t widespread yet, but could be one to watch for the future. 

Review Contributor Badges

Yelp’s Recognitions program awards badges to active reviewers who contribute valuable content. Similar to Google Local Guides, these badges highlight top contributors and encourage quality reviews across various categories. The Yelp Elite Squad launched in 2025 to highlight the most prominent reviewers, with perks and exclusive events. 

Advertiser perks

For businesses with the budget to boost visibility, Yelp offers advertising and profile-enhancing features, including:

• Yelp Ads: Promote your listing in search results and competitor pages
• Request a Quote: Let customers contact you directly–super useful for service area businesses! 
• Yelp Guaranteed: A money-back guarantee for customers using eligible services
• Verified License: Showcase your credentials by showing Yelp has checked your license is legit
• Portfolio: Display your best work and projects
• Business Highlights: Emphasize the key offerings and features that make your business stand out 

Promoted listings put your business in front of more people, but you’ll need a strong review profile so those extra eyes see you as a business worth choosing.

By leveraging Yelp’s features, businesses make it easier for potential customers to find and trust them. Yelp is constantly evolving to improve the experience for both customers and local businesses, so it’s important to stay up-to-date with the platform’s latest features.

How to get more Yelp reviews

We are often asked how to get more reviews. In many cases, the answer is simply, “Just ask.” 

But when it comes to asking for Yelp reviews? This is not the case. 

Yelp has very strict guidelines on review solicitation. Yelp believes that asking for reviews can lead to biased ratings, as some businesses only ask happy customers for reviews (also known as review gating). They say:

“It shouldn’t be about who has the time and resources to ask the most people to write reviews. Great Yelp reviews and ratings should come from consumers who had a great experience that they’re inspired to tell others about.”

But that’s not to say your Yelp listing should be a secret from your customers. Make it simple to find your Yelp profile, linking it on your website, in emails, social channels, and even in-store. Businesses in the US and Canada can request a Find Us On Yelp sticker to pop in their window or at the front desk to spark customers to leave a genuine review.   

The best way to get good reviews is to deliver exceptional customer experiences that naturally motivate reviews, but of course, that’s far easier said than done! 

Responding to reviews on Yelp

You should always be responding to the reviews you receive, both positive and negative. 

When you get a negative review, your response says a lot about your business. If you’re defensive or quick to anger, it’s going to make you and your business look bad. But apologizing for the bad experience and publicly attempting to make it right can go a long way in the eyes of review readers.

If people see that you’re happy to respond to reviews, they’re more likely to leave them. 

Reputation management software can help you stay on top of your reviews, so you can action feedback and respond as soon as possible. 

Using your Yelp reviews

Getting reviews is only half the battle, and where many businesses stop. But we believe the real value comes from how you use these to make a better business. 

Reviews can have a huge impact on future customers, so why not make sure your best reviews are seen beyond those looking at your Yelp listing? Highlight glowing reviews on your website, social channels, emails, and print materials to build trust with potential customers. You can easily and professionally display your best feedback with Showcase Reviews, part of the BrightLocal Reputation Management offering.

But don’t just stop at promotion. Every review is also a window into what your customers think. Keep an open mind to complaints or common suggestions: these could highlight areas where you can improve. Keep an eye on competitors’ reviews too. If their customers rave about something you don’t offer, consider whether it’s worth adding to your own services.

In short, stop seeing Yelp reviews as testimonials of your past work. They’re opportunities to grow in the future.

Yelp and you

Yelp remains one of the most important review platforms, especially for businesses in the US and Canada. It continues to shape customer decisions and is increasingly used to feed AI tools with valuable insights. 

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Keeping your profile up-to-date and engaging with your customers on Yelp ensures you remain visible and trusted by potential customers. 

Online reviews are critical to this decision-making process and are frequently referenced by consumers throughout this journey. BrightLocal’s research shows that more consumers than ever are reading reviews, with 97% of consumers saying they read reviews when researching local businesses.  

The good news is that most consumers are open to leaving a review if asked. The same research in 2025 found that the most successful ways to ask for reviews are via email, in person, through social media, and using SMS. Just 11% said they wouldn’t consider responding to any methods. 

Make it a priority to ask for feedback during all business transactions using the method that seems most appropriate for that particular customer.

Best Practices for Asking for Reviews

With that in mind, here are our recommendations on how to ask for reviews from your customers.

1. Be Polite When Asking for a Review

No matter the format you choose to communicate with your customers, you should begin by thanking the person for choosing your business. Keep your request polite and succinct and provide a link to your chosen review platform.

Let them know that their feedback is valued, helps you to improve your services, and end by thanking the individual for their time.

2. Let Reviewers Know How Long a Review Will Take

The last thing you want is to have someone abandon their review because they hadn’t realized just how much time it would take them to complete. Including an estimate of how long it will take to leave a review will ensure each reviewer goes into the platform knowing they’ll need to set aside a certain amount of time.

Some platforms ask for way more information than others, so if it’s the case that you have a more time-intensive review platform, such as Tripadvisor, add a second speedier option for time-poor reviewers to use instead, such as Yelp. 

3. Ask Specific Questions

Including specific questions within your review request can help your consumers to leave more detailed reviews.

For example, if you’re a bar owner, you could ask what the guest’s favorite drink on the menu was. You could even ask if there was a specific team member who deserves a shout-out. These prompts tease out very specific nuggets of information that add richness and depth to the review.

If you ask for a generic review, you’ll get generic responses. If you ask specific questions, your reviewers are much more likely to leave descriptive and keyword-rich reviews.

4. Don’t Wait Too Long Before Asking for a Review

Keep in mind that simply asking for a review may not always get you the results you want.

Reaching out to customers months after you’ve done business with them isn’t likely to bring you much success. Ensure you’re asking your customers for feedback immediately after the transaction or soon after in a follow-up email.

5. Get Your Team Involved

Your team can play a big role in building your review profile. Make sure employees understand why reviews are important to the business, and their part in getting more reviews.

At the same time, consider how you can make asking for reviews worthwhile by offering incentives, recognition, or friendly competitions to reward their efforts.

When employees get a shout-out in a review, take a moment to thank them. Recognizing team members not only motivates them but may also inspire other members of the team to join the drive for reviews.

@itsrosemarycarroll How does a small London restaurant have over 11,000 positive reviews?? One dedicated server over 14 years taking selfies with as many customers as possible. #london #travel #foodie ♬ original sound – itsrosemarycarroll

How to Ask for Reviews Using Different Tactics

Today’s consumers are used to communicating with businesses in a number of different ways, including on social media, in a text message or messaging app, via email, or in person. It’s beneficial to know how to ask for reviews through a number of different mediums as this gives you a range of tactics that you can deploy depending on the customer and the situation.

Ask for Reviews in Person or on the Phone

Asking for reviews in person or during a phone call may be the easiest and most convenient method for many businesses.

This can be achieved as easily as verbally asking your client to review you once the job is complete or the item has been purchased. 

In-person review request script

Phone review request script

Collect Reviews at the Point of Sale

If you’re not so comfortable asking outright, you could add a link or QR code to your invoice or cash register receipt, or display a poster that a customer can scan before leaving the premises to provide a review. 

Having a tablet at the side of the register that you can direct customers to after requesting a review, is a good way to ensure your in-person request leads to an actual review. 

If you have BrightLocal’s Reputation Manager and an NFC box at your location, you can connect the two to ask for reviews via NFC. 

Include a Review Request on Your Business Card or Print Materials

If you hand out business cards you can add a line requesting a review. Consider including an icon of your preferred review platform, a shortened link, or a QR code to make this simple for customers.

You can also include review requests on printed receipts and invoices with a QR code or link to your preferred review sites. 

Ask for Reviews on Your Website

Whether you’re already familiar with how to ask for reviews or you’re new to the task, having a page on your website that links to your review profiles with a clear call to action is a smart move. 

You can also showcase existing reviews on this page to build trust and give visitors a sense of the experiences others have had with your business.

To go even further, add links to your review platform profiles to your email signatures, order confirmation pages, and social media pages.

Our Google review link generator is a quick and easy way to do this for Google reviews.

Ask for Reviews by Email 

It’s quick, easy, and convenient to ask for reviews via email, especially if you automate the process by using a review management tool. 

The secret to writing a great email asking for a review is to KISS (Keep It Simple, Stupid). Your email should be short and succinct, personalized for the reader, and polite. 

Your email request should ideally come soon after the interaction with your business. Don’t be afraid to follow up a few days later if a consumer isn’t responsive to your first email.  

To get the best results when sending emails asking for reviews, you’ll first need to ensure you’re collecting up-to-date email addresses from consumers. Secondly, you need to have a solid template for review requests that your recipients find compelling enough to then take the desired action. 

Email Review Request Templates

The following templates cover a wide range of business and customer scenarios. They can be used as they are or personalized as required. 

Generic Review Request Email Example

Use this email template when you’re reaching out to a customer that you dealt with a while ago.

Email Review Request Template for a Recent Customer

This email is intended to be sent to a recent customer to gather their feedback while it’s still fresh in their mind.

Review Request Email Template for Hotels and Restaurants

If you’re in the hospitality business, use this email template to reach out to your guests after their visit or stay with you.

Service-area Business Review Email Template

If your business serves a specific area, this template offers an easy way to reach out. 

Medical Practitioner’s Template for Reviews

Suitable for doctors, dentists, and other medical professionals, this template for requesting reviews from patients is carefully worded to stress that there’s no need to share personal details and break HIPAA confidentiality rules. 

Ask for Reviews by SMS

If you have telephone contact information for your customers and consent to contact them, you can use SMS to request a review.

SMS text messaging is one of the most effective ways to reach consumers in marketing. On average, SMS messages are opened and responded to in less than two minutes, while it can take users up to 90 minutes to open an email.

SMS Review Request Template

Effective Ways to Get Customer Phone Numbers

If you want to make an SMS review request, first, you’ll need to actually convince people to sign up for your SMS marketing campaign. Most consumers aren’t going to give you their contact details unless they can see what is in it for them. 

There are a number of ways to offer value to users in exchange for a marketing opt-in:

• Sign-ups and purchases: Invite customers to opt in for SMS when they’re already engaged and excited during checkout or sign-up.
• Competitions and contests: Use social media giveaways to encourage people to subscribe to SMS updates in exchange for entry.
• Exclusive deals: Offer special discounts or perks available only to SMS subscribers to incentivize sign-ups.
• Business updates and service changes: Keep engaged customers informed about new features, upgrades, or important changes via SMS.
• In-store promotion: Display your SMS opt-in number in-store or online to raise awareness and encourage sign-ups on the spot.

Asking for Reviews Using BrightLocal’s Reputation Manager

Asking for reviews can be pretty time-consuming, especially if you have lots of customers, multiple locations, or several review sites to manage. 

Tools like BrightLocal’s Reputation Manager make it easier with personalized SMS and email review requests, as well as letting you link from anywhere with printed receipts, email footers, in-store signage and more. 

Here’s how to get started:

1. Log in or sign up for a BrightLocal account
2. Select or create a template: Choose an existing campaign template or set up a new one.
3. Choose feedback type: Decide between collecting internal feedback first (NPS, thumbs, or star ratings) before a public review, or asking for a public review directly.
4. Select review sites: Pick the platforms where you want to gather reviews.
5. Customize campaign appearance: Add your logo and set thresholds for positive feedback if using internal ratings.
6. Set notifications: Enter up to five email addresses to be notified about new reviews.
7. Send the campaign: Deliver to single or multiple recipients via email or SMS, or generate a shareable link to use in marketing materials.

How to Ask for Reviews on Review Sites 

The secret to success lies in being able to offer a variety of review platforms. If you only have Tripadvisor set up, or restrict customers to just Facebook Recommendations, the consumers that don’t have the relevant account or aren’t familiar with the platform could be discouraged from leaving a review. 

If you haven’t already, establish profiles on Facebook, Yelp, Google Business Profile and any niche online review sites that apply to your industry or that your competitors have a presence on.

Do keep in mind that the rules around soliciting reviews are different for each platform, and asking for reviews is actually against some sites’ terms of service. 

How to Ask for Google Reviews 

• Sign in to your Google Business Profile
• Click Ask for reviews
• Copy the review link or download the QR code to share directly with customers.

How to Request a Review on Facebook

• Share your review link: Send customers a direct link to your Facebook Business Page or use this URL format to open the review page: https://www.facebook.com/YourBusinessName/reviews/
• Promote your review link: Share it via email, SMS, or social media posts to encourage customers to leave feedback.

How to Get Reviews on Yelp 

Unlike most other review sites, Yelp simply does not allow businesses to ask for reviews. Yelp believes that asking for reviews can lead to biased ratings, and has been known to punish businesses by removing reviews and even banning listings. 

The best way to build a strong Yelp review profile is to focus on delivering excellent service and letting reviews happen naturally. Make your Yelp listing easy for customers to find by linking it on your website, emails, social media, and pop a Find Us On Yelp sticker on your window to encourage genuine reviews.

Rules on Asking for Reviews

Don’t ask for a five-star review! 

Many platforms have specific guidelines setting out what you can and can’t do when asking for reviews (with some completely against soliciting reviews from customers). What’s common for all review requests is that you shouldn’t specifically ask for a five-star rating (or another specific rating). Offering rewards only for positive reviews isn’t just frowned upon, it’s actually against US law!

Data Protection 

Many countries have data protection laws that govern how customer data, such as email addresses and phone numbers, can be collected and used for marketing. Before sending email or SMS review requests, make sure you have the proper permissions and comply with the relevant legislation in each region you operate.

In the US, regulations such as the CAN-SPAM Act and the Telephone Consumer Protection Act (TCPA) set rules around consent, identification, and opt-out options, with additional state-level laws in some areas. In the UK, this means following GDPR guidelines, including when contacting UK-based customers from abroad. 

Across regions and communication methods, the principles are similar:

• Obtain clear consent before sending marketing communications.
• Identify your business accurately in every message.
• Provide an easy way to opt out and act on these requests promptly.

Failing to follow these rules could lead to significant fines and legal action from unhappy customers. 

How to Get Consent for SMS Marketing

SMS marketing comes with its own set of complex rules and regulations, which vary by region and must be followed carefully to stay compliant. We’ve spelled out the key requirements in the table below to make them easier to understand.

Now it’s Time to Ask for Reviews! 

Asking customers for reviews is one of the simplest ways to build your business’s reputation and attract new clients. Whether it’s in person, by phone, via SMS review requests, or using an email template asking for reviews, making it easy for customers to share their experiences really works. Knowing how to request reviews on Google, how to ask for reviews on Facebook, and using tools like BrightLocal’s Reputation Manager can save time and boost results.

So it’s over to you: go forth and ask for reviews!