Nowadays, customers are deciding on a store or service less and less spontaneously. Instead, they research online, read reviews and compare offers. In fact, search queries such as “bank near me” have increased by more than 60% in recent years.
And this is exactly where Google reviews play a major role: they not only influence the trust of potential customers, but also the visibility of a company in the search results on Google.
Google reviews - Why they are important for the ranking
Google reviews have a direct impact on local search engine rankings and can give a business a real advantage. But why is that?
“According to Semrush, the pages that appear on the first page of search results receive over 99% of all clicks.“
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Google Core Updates
Google regularly carries out core updates, in which the search algorithm is adjusted to improve the relevance and quality of search results. These updates are an integral part of Google’s ongoing effort to provide users with the most relevant and trustworthy information. Reviews, especially positive and recent ones, play a crucial role in this as they act as a strong indicator of a company’s trustworthiness and quality.
In the past, reviews and user feedback have been increasingly included in the evaluation of websites in several Google Core Updates. Google explained that “high-quality sites” are characterized by trust and authenticity and that reviews play a crucial role in conveying this trust.
Google regularly adjusts its algorithm. Reviews remain a continuous and crucial part of these adjustments. This means that companies that actively invest in and maintain their reviews have a better chance of ranking well in the long term.
Factors to achieve a better ranking
The Google Local Pack shows the three most important local businesses for a search query directly in the search results. Those who appear here receive more visibility and website visitors – a real advantage!
The following factors play a key role here:
- Lots of reviews: More high-quality reviews increase the chance of being listed in the Local Pack.
- High star rating: The better the average rating, the better the ranking.
- Recency of the reviews: Recent reviews show that a company is active and relevant.
- Interaction with reviews: Responses to feedback signal customer orientation and can have a positive effect on the ranking. Constructive responses to criticism even have the potential to win back dissatisfied customers.
Actively managing Google reviews also leads to a higher click-through rate (CTR), as companies with better reviews generate more clicks, which in turn has a positive effect on their ranking in the search results.
Why the number of reviews counts
The number and quality of Google reviews have a significant impact on visibility in local search results.
- As few as 10 reviews can improve your local ranking.
- Businesses with an average of 47 reviews perform particularly well.
- Regular new reviews are more important than a one-off flood of reviews.
What makes a good rating according to users?
According to the BrightLocal Consumer Review Survey 2025, these factors are particularly important to users:
- 53% of users want to read a detailed, positive experience.
- 51% look for a high star rating.
- 47% value up-to-date reviews.
- 46% rate it positively when companies respond to reviews.
- 41% prefer reviews from real, named people.
How a company gets more (and better) Google reviews
1. Actively ask customers for reviews
- Ask for a review after a successful purchase or a good experience.
- Place QR-Codes on business cards, invoices, parcels or at the entrance.
- Collect reviews via email or social media.
2. Respond to all reviews
- Reply to positive reviews with a thank you and a short personalization.
- Deal with negative reviews in a factual and solution-oriented manner.
3. Integrate Google reviews into marketing
- Highlight positive reviews on social media or your own website.
- Integrate good reviews into advertisements to increase the click-through rate (CTR).
And above all, actively include the management of Google reviews in your strategy – it’s worth it. ⭐
Long Story Short
If a company wants to be found on Google, Google reviews are an absolute must. They not only improve the ranking, but also make the company more attractive to new customers. Positive reviews lead to cheaper, easier and more sales, strengthen trust and increase visibility – which leads to more website visits. Clever review management therefore not only means more visibility and more trust, but ultimately also more sales! So: actively ask for reviews, respond to feedback and use Google Reviews as a strategic tool.
