How reviews help rankings and calls
Google's local ranking guide says prominence depends partly on how many reviews you have, and that more reviews and positive ratings can help. Replies matter too. Google says helpful replies show you value feedback and help you stand out.
The bigger effect is on the click. A searcher comparing three plumbers in the map pack reads the ratings, the count and the most recent reviews before choosing who to call.
What Google and the FTC forbid
- Ask every customer for a review
- Send a direct review link
- Reply to good and bad reviews
- Flag reviews that break policy
- Pay or reward people for reviews
- Ask only customers who seem happy
- Write reviews for your own business
- Threaten people over bad reviews
Google's review policy bans incentives such as payments or discounts, and it bans selectively asking for positive reviews. Since October 2024, an FTC rule bans fake reviews, buying them and suppressing negative ones through threats, with civil penalties for violators.
A review system that works
- Ask in person the moment you finish the job.
- Follow up the same day with a direct review link.
- Ask every customer, not just the happy ones.
- Reply to every review within a few days.
- Mention the service and town naturally in replies.
Good example. A cleaning company texts a review link right after each visit and replies to every review by name. Its count grows every week.
Bad example. The same company offers a discount for five-star reviews. Google can remove those reviews, and the FTC rule allows penalties.
How to handle a bad review
Reply calmly, state the facts, offer to fix the problem offline and never share private details. Future customers read your reply more than the complaint. Flag a review only when it breaks Google's policy, such as spam or a conflict of interest.
See what the map pack is. Our local SEO service sets up a review system that follows these rules.