Google Reviews for Small Businesses: Best Practices That Work
- Justin Katt
- Aug 13
- 3 min read
When it comes to making purchasing decisions, today’s customers rely on more than just ads or word of mouth, they also rely on online reviews. And for local businesses, Google Reviews carry an outsized influence. In fact, studies show that 92% of people read online reviews before visiting a business. That means your reputation isn’t just built in-store, it’s built online, too.
Here’s what every local business should know about Google Reviews and how to leverage them to drive trust, visibility, and sales.
1. Reviews Impact Your Local SEO
Google Reviews aren’t just about reputation, they’re also about discoverability. The quantity, quality, and frequency of reviews all factor into where your business shows up in local search results.
When potential customers search for “best coffee shop near me” or “plumber in [city],” Google is more likely to display businesses with strong, recent, and highly rated reviews. More reviews = more trust in Google’s eyes.
2. Reviews Build Social Proof
Customers want reassurance before spending money. Positive reviews act as digital word-of-mouth, providing the social proof people need to choose you over a competitor.
Even a small handful of authentic, detailed reviews can tip the scale when someone is deciding where to go. And the more consistently you collect reviews, the stronger your credibility becomes.
3. How You Respond Matters
It’s not just about what customers say—it’s about how you respond and how timely your responses are. Routinely Replying to reviews on-time shows that you’re engaged, professional, and committed to customer satisfaction. And each response to a review is potentially an opportunity to naturally use some of the keywords you are targeting too.
Thank happy customers for their support.
Address negative reviews promptly, respectfully, and with a solution-focused mindset.
Consider including location, service name, or service attribute keywords where appropriate in your responses to Google Reviews.
People don’t expect perfection—they expect responsiveness. A thoughtful reply may not always change the mind of a negative reviewer, but it can offer the needed context for your next customer to put that negative review into the proper perspective that this incident was atypical and something you were promptly willing to make right.
That's how you can turn negative reviews into an opportunity to build trust with future customers by assuring you won't let them fall through the cracks when mistakes may happen.
4. Ask for Reviews the Right Way
Most happy customers are willing to leave a review, but only if you make it easy. A few simple tactics can help:
Send a follow-up email or text with a direct review link.
Post a QR code at checkout or on receipts.
Train your team to kindly ask for feedback after a positive interaction.
Pro tip: Don’t incentivize reviews with cash or gifts, as that can violate Google’s policies. Instead, focus on convenience and timing. Additionally, other review platforms like Yelp, Tripadvisor, and the Better Business Bureau have strong policies prohibiting proactively asking for reviews, so always check the fine print first!
5. Consistency Is Key
Google looks for recent, relevant reviews. That means you don’t just want a flood of reviews once a year; you want a steady stream. Make asking for reviews part of your ongoing customer service process, not a one-time campaign.
The Bottom Line
Google Reviews are one of the most powerful tools local businesses have to influence buyer decisions and boost search visibility. By collecting authentic feedback, responding thoughtfully, and maintaining consistency, you can build a reputation that attracts more of the right customers. Curious to learn how else you can improve your presence on Google? Read our blog post on tips for optimizing your Google Business Profile.
Ready to take control of your online reputation? Let’s talk! At 39 North Marketing, we help businesses like yours strengthen their digital presence through reputation management, SEO, website design, and more.
