A customer typically begins their local business search by Googling phrases like "the best dentist near me" or "the best restaurant near me." They then choose a service provider based on various factors. Studies show that customers usually select businesses in the top three positions, known as the local map pack results.
Google ranks businesses in the top three based on relevance, distance, and prominence, with Google reviews significantly impacting all three criteria. The success of your local SEO depends on several key elements of your Google reviews and ratings:
1. Overall Review Rating
Your average review rating influences whether customers choose your business or turn to competitors. Google Maps often defaults to displaying businesses with a “4.0 rating and above” when users search for the “best <business> in a locality.”
Aiming for at least a 4-star rating helps you rank higher and signals to customers that you have many positive reviews. Businesses with a high but realistic average score are more credible than those with a low rating or an overly high rating, which might seem fabricated.
2. Volume of Reviews
A recent study shows that over 50% of customers read five or more reviews before forming an opinion about a business. Having a higher number of reviews increases the likelihood that potential customers will trust and buy from you.
Businesses with more reviews are seen as active and trustworthy, making them more likely to appear as relevant results in local searches. For example, a business with 100 reviews and a 4.1 average rating might rank higher than one with 20 reviews and a 4.5 rating because the larger volume reflects the opinions of more customers.
3. Recency of Reviews
Both potential customers and Google pay close attention to the recency of reviews when assessing the trustworthiness of your business.
Google prioritizes active businesses in search rankings. Old reviews may suggest that your business is inactive or not attracting customers.
4. Responding to Reviews
Regularly responding to customer reviews on Google can improve your local search ranking. Google values customer experience highly and looks for businesses that consistently manage and respond to reviews.
Responding to negative reviews, in particular, can boost trust in your business. When potential customers see that you address feedback, they are more likely to choose you over competitors. This proactive engagement sends a positive signal to Google, enhancing your business's credibility.
5. Quality of Reviews
Detailed, specific reviews that include media are considered high quality and can help your business rank higher on Google.
In the local map pack results, Google displays snippets of your reviews, known as Google local justifications. Google scans reviews for relevant keywords and comments to showcase why a particular business is in the top three.