I get this question a lot – the issue of what’s appropriate to do when asking for Google reviews. In a worst case scenario I get this question when someone’s had their reviews flagged by Google and they have to start over from scratch for violating terms and conditions.
I know it’s a meme to say that nobody reads terms and conditions, but they do exist and Google does take them seriously. The issue with review manipulation is that causes an issue with integrity in search results. That’s one of the very few things that Google (as much as there is that can be criticized for it) will not stand for.
It’s also just valid question, especially as Google Reviews have become more fundamentally important than ever to the search engine giant. I mentioned this in a prior article, but it’s been explicitly confirmed by Google that positive reviews and responding to them increases your search engine favorability in both local and organic search results:
Prominence is also based on information that Google has about a business, from across the web, like links, articles, and directories. Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking. Your position in web results is also a factor, so search engine optimization (SEO) best practices apply.
There it is. Keep this in mind when SEO consultants try to get you to pay exorbitant amounts for the “secrets” of SEO – Google gives it away for free. Although that’s a separate conversation.
Based on this knowledge you’re likely tempted to ask customers for reviews. This in and of itself is perfectly fine as long as you play by Google’s rules, which they outline in their user generated content policy. So in a nutshell, how do you ask for Google reviews in a way that Google approves of?
Just asking for reviews and linking to your Google Places page is fine.
As long as you’re only asking for reviews and not a specific type of review (see below), that’s not only fine – it’s encouraged! Setting up a direct link or a scannable QR code, or even including a post-service link to Google Reviews in an E-mail doesn’t just benefit your business. It benefits Google directly – they gain engagement whenever people leave reviews. It’s a symbiotic relationship that Google wants to see happen.
Asking for positive reviews specifically is not allowed.
I know that this sounds like semantics, but it isn’t. Google wants to (on paper) encourage authenticity and honesty. Explicitly asking for positive reviews violates Google’s policies and will get you in trouble. Note that this is different than just asking someone to leave a review based on their experience – the former explicitly asks for a good review, the latter doesn’t.
Plus, as long as you’ve done an amazing job you shouldn’t have to fear the review someone is going to leave, right?
Incentivizing reviews through free stuff is also no good.
Google also makes this crystal clear: “Content that has been incentivized by a business in exchange for discounts, free goods and/or services” is not allowed. Not only are you spending resources to get these reviews, but you’re also at risk of drawing Google’s ire in the process. It’s just not worth it.
Don’t buy reviews, whatever you do.
This one is probably a given but I’m going to reiterate it, especially because it will probably get you in the most trouble. Buying hundreds or thousands of positive reviews will immediately set Google’s warning signs off. At best you’ll have paid a company only to have the reviews all removed and receive a warning – at worst you’ll be removed from the platform entirely.
There you have it – the answer to one of the most common questions I receive. So in a nutshell, ask for reviews, but don’t ask for positive ones – and especially don’t incentivize for them or buy them.
I should note in fairness that yes, Google is such an incomprehensibly vast company that in all likelihood they may not even notice. They will eventually, though – Google has made it clear that they’ve been cracking down on this, and it’s better to avoid the massive headache altogether.
After all, you do a great job – the authentic, positive reviews will happen on their own. Which is the way it should be.