Removing Google reviews: reasons and impacts

Because we always trust a customer more than what the brand itself says, reviews are excellent indicators of trust for businesses. However, Google has decided to declare war on 5-star reviews. In the last quarter of 2024, customer comments will disappear. So how can we explain this removal of Google reviews? What impact will it have on your business? And above all, how can you remedy the situation? The answers are here. 

Why is Google massively deleting customer reviews?

The hunt for fake reviews 

Whether it’s 1-star or 5-star reviews, Google doesn’t hold back. The web giant is massively deleting thousands of reviews from a variety of websites. The worst part is that negative reviews aren’t necessarily Google’s main target. On the contrary, according to an analysis by GMBapi, 73.1% of the reviews deleted are actually 5-star ratings. 

So why such a clean-up? The reason is simple: to combat fake reviews that undermine user confidence. 

By removing Google reviews, the web giant aims to maintain the integrity of its search engine. There is no question of misleading internet users by adopting dubious practices, such as buying reviews or offering incentives in exchange for positive comments. 

Good to know: often, when Google removes unduly acquired reviews, it explains the reasons for such deactivation. 

A violation of Google’s rules

Given that fake reviews are targeted by Google, it would be logical to think that this only applies to the highest ratings. But no! In second place among Google review removals are 1-star ratings. 

Here, the reason is likely a violation of company rules, such as insults or inappropriate language. 

A change in algorithm 

Some believe that the removal of Google reviews is linked to a change in the algorithm. This theory is unlikely, since Google’s Trust & Safety team (which manages the rating algorithms) is different from the team working on the algorithm.

That said, with the use of artificial intelligence, algorithm analysis is becoming more refined every day, gradually incorporating customer reviews. Hence the importance of removing those deemed unreliable to prevent them from affecting page rankings. 

What impact does the removal of Google reviews have on your business? 

Building trust with users, encouraging conversions, attracting customers, boosting SEO… customer reviews are one of the best weapons companies have at their disposal. This is even more true when they are positive (such as 5-star ratings). 

However, with the removal of Google reviews, this weapon is gradually losing its effectiveness.  

But don’t worry! Even though Google is cracking down on fake reviews, all is not lost for your online reputation. It is still possible to strengthen it with good practices. The first thing to do is to avoid resorting to fake online reviews. Beyond the obvious, here are a few tips you can apply right now to strengthen your customers’ trust and your online positioning: 

• Regularly monitor updates to Google's algorithms; 
• Respond to all customer reviews (both positive and negative) to show Google that you care about your customers. 
• Continue to provide optimal service quality to minimise the impact of negative reviews; 
• Use local SEO tools to track, analyse and respond to reviews on multiple sites.
• Report fake reviews. 

Please do not hesitate to contact our SEO agency to optimise your positioning.