Do Google Reviews Impact SEO and How to Levarage Them in 2024

Learn how Google reviews can impact your SEO, especially your local search rankings.

Google reviews SEO

Collecting, analyzing, and embedding your Google reviews can provide numerous SEO benefits.

In this article we explore how exactly Google reviews imoact your search rankings, what are the main benefits for SEO, and how to leverage these reviews in order to further improve your product positions in the SERP.

Below, we see just how important online reviews are for your brand’s SEO, explore Google’s ranking factors, and optimize your reviews for SEO.

Do Google reviews help SEO?

Absolutely. Google has stated that reviews are a factor in their local search ranking algorithm which means that positive Google reviews can significantly increase your local search ranking. They contribute to a factor called “prominence,” which is one of the main three ways Google determines where your business shows up in local searches. Prominence essentially reflects how well-known your business is. Great reviews build trust and make your business seem more established, increasing its prominence in Google’s eyes.

Google reviews impact on SEO official documentation
Source: How Google determines local ranking?

More reviews and higher ratings signal to Google that your business is a popular choice, leading to better visibility in relevant searches. This heightened visibility is crucial for attracting new customers, particularly in competitive markets.

Additionally, the frequency and recency of reviews can influence your search rankings, making it important to receive new feedback consistently. The algorithm factors in both the quality and quantity of reviews, which can lead to a virtuous cycle: better rankings attract more customers, who then leave more reviews.

Why are online reviews important for your brand’s local SEO?

Online reviews have a great impact on your local SEO. The benefits are countless, and now we’ll go through the most important ones.

Here are the top Google reviews benefits that impact SEO:

Reviews impact E-E-A-T

E-E-A-T, or Experience, Expertise, Authority, and Trust, will become increasingly important, especially after Google made some drastic core algorithm updates in March 2024.

This means that Google will rank higher the websites that show that there are real people behind them by including case studies and highlighting reviews and testimonials.

Increase visibility

Having a lot of online reviews can increase your business visibility. This means when people search for services or products you offer, your business is more likely to appear in their search results.

Reviews generate fresh, user-generated content related to your business, which search engines favor, especially for local SEO. This content helps populate search engine results, giving your business more opportunities to be seen by potential customers.

Additionally, the detailed information and keywords in reviews can help search engines better understand your business, further boosting your online presence. This ongoing cycle of feedback and increased visibility fosters higher engagement and customer interest.

Build trust and credibility

Online reviews act like personal recommendations. When potential customers see positive reviews, they are more likely to trust your business and feel confident in choosing your services or products.

This builds a level of credibility that can only be achieved through the unbiased opinions of others, which is highly valued by new customers.

Moreover, responding to both positive and negative reviews shows that your business values customer feedback and is committed to customer satisfaction, reinforcing trust. Over time, this trust translates into a loyal customer base, which is essential for sustained business growth.

Influence purchase decisions

Reviews have become pivotal in the consumer decision-making process.

Positive reviews often convince customers to try a business, while bad reviews might steer them away. This impact is significant because most customers read reviews for pre-purchase research.

The better your reviews, the more likely you are to win over customers, comparing you to your competitors. Moreover, positive reviews can reduce new customers’ hesitation about trying your services, especially when deciding between multiple options.

Ultimately, strong reviews can lead to increased sales and higher conversion rates, turning prospective customers into actual ones.

Improve local search relevance

Google reviews contain keywords related to your business, which can help enhance its relevance in local searches. This means when people nearby search for products or services you offer, your business will likely pop up because of the keywords in your reviews.

Reviews often mention specifics like location, type of service, or product details, which helps Google understand your business better. This enhanced understanding allows Google to match your business with relevant searches better, drawing in a more targeted, local audience.

As a result, your business gains more local traction, which is vital for any company relying on community support and local customers.

Top SEO ranking factors in your Google reviews

Online reviews and SEO go hand in hand. Let’s see the most important SEO ranking factors that affect how your business profile ranks on Google and could help you improve SEO.

  1. Review star ratings
  2. Keywords in reviews
  3. Review responses
  4. Reviews recency
  5. Quantity of reviews
Google reviews impact on SEO

1. Review star ratings

The overall star rating from customer reviews is a critical factor in the online reputation of local businesses. High ratings can improve your business’s credibility and visibility on search engines. Google uses these ratings to indicate a business’s quality and reliability, influencing how high you rank in search results.

A consistently high star rating can elevate your business above competitors in local search listings, potentially increasing traffic and customer acquisition rates.

2. Keywords in reviews

Keywords, particularly long-form keywords that naturally occur in customer reviews, are essential for SEO. These keywords help Google understand your business and match your listing with relevant search queries.

Detailed reviews that include specific service or product mentions are especially valuable as they boost your visibility for those terms.

Incorporating these targeted keywords can significantly enhance your search relevance, making it easier for potential customers to find you when they need your products or services.

3. Review responses

Responding to reviews, whether they are positive or negative, demonstrates that your business values customer feedback and engages with its clientele.

This engagement can enhance your reputation and positively affect your SEO, as Google recognizes active customer interaction as a sign of a reputable and attentive business.

Furthermore, thoughtful responses can mitigate the impact of a negative review and emphasize your commitment to customer satisfaction, which can persuade prospective customers to choose your business.

4. Reviews recency

Fresh content is also important. Regular, recent reviews tell Google that your business remains relevant and continues to serve customers well. This can help maintain or improve your search engine rankings as it shows ongoing customer interaction and satisfaction.

A steady stream of recent reviews keeps your business profile dynamic and relevant, encouraging more organic search visibility.

5. Quantity of reviews

The number of reviews you have also plays a role in SEO. A larger volume of reviews can provide a more robust base of content and keywords, which helps improve your visibility.

It also signals to Google that your business is a popular and well-frequented establishment, which can boost your search ranking.

More Google reviews also mean more data for algorithms to analyze, enhancing your opportunities for matching with varied customer search queries.

Understanding and optimizing these factors can greatly enhance your business’s online presence and visibility in search results, drawing more customers and improving overall engagement.

How do you optimize your Google reviews for SEO?

After you’ve understood the importance of Google reviews for SEO, it’s time for you to get some actionable tips on how to optimize your reviews.

Here, we tell readers what they can do to boost their SEO performance via their reviews.

1. Embed reviews on your website

One very effective tactic is to embed your Google reviews on your website. This way, you will have reviews on your website that will help you get unique user-generated content and also keywords mentioning your products. Pages that contain reviews can rank in search, especially if somebody is looking for ‘your brand’ reviews or similar keywords. That usually will rank your own reviews page instead of a third-party review site. Here is an example of a dedicated Google reviews page:

Example of a real life Google reviews widget on website

You can further expand this review page by embedding a testimonial wall of love that can include reviews from various review sites, such as Facebook recommendations, Instagram mentions, Trustpilot, and similar.

2. Get star snippets in search results

Platforms like EmbedSocial provide you with a schema code for SEO star snippets that you can embed together with the Google reviews widget code and get a star snippet in the Search results.

The snippet matches your page title and is valuable in increasing click-through rates because it stands out from similar search results.

With this simple code, you are definitely gaining trust and more traffic to your website.

Read more below on how to get the star snippet.

3. Respond to all your reviews on time.

Promptly responding to every review shows you value customer feedback and are actively engaged. This fosters customer loyalty and signals to search engines that your business is responsive and cares about its clients.

On the other hand, business owners can respond to reviews on Google to either thank the user for their contribution or to convert unhappy customers by addressing their needs.

Consistent responses can also increase the likelihood of customers leaving positive reviews in the future.

Moreover, Google reviews give valuable feedback. Positive reviews can boost a business’s profile, while negative reviews provide a chance to improve and interact with customers.

As mentioned, having the ranking snippet on your product pages can significantly increase the visibility of your product page search result and, therefore, impact the click-through rate. This leads to more traffic and more sales with just a simple code that you can get with EmbedSocial.

Here are the steps on how to get the snippet code and appear as stars in search results:

  1. Sign up for EmbedSocial
  2. Create a widget with your Google reviews.
  3. In the widget editor, click on the Schema tab in the top menu.
    Go to Schema to get star snippet code
  4. On the Schema page, click on the Copy code button.
    Copy schema code for star snippet in Google results
  5. Paste this code in the web page’s <head> section.

The star snippet should appear in your search result once Google index the updated page. Check the links below to get detailed instructions and more steps.

4. Deal with negative reviews

Addressing negative comments is crucial. A thoughtful response can often turn a dissatisfied customer into a happy one and shows potential customers that you are committed to resolving issues.

Effectively managing negative feedback can significantly enhance your online exposure.

5. Get more Google reviews

Actively encourage your customers to leave Google reviews, especially those that include detailed descriptions and visual feedback. Detailed reviews can improve your SEO by incorporating relevant keywords and increasing engagement.

This type of content is also more likely to influence potential customers. Initiatives such as follow-up review request emails or post-service SMS can effectively prompt customers to share their experiences. Showing that you want to hear about your customers’ experience will lead to quality reviews and improved local search results.

6. Get insights from your reviews to improve your service

Use your Google reviews as a tool to gather insights about your business. Searching Google reviews by keywords can help you understand customer sentiments and areas needing improvement.

This process can also help you identify trends and patterns that can inform business strategies.

7. Avoid purchasing fake reviews at all costs

Never resort to buying reviews. Not only is this practice unethical, but it can also lead to Google penalties, permanently damaging your SEO and your business’s reputation.

Authenticity in reviews is critical, as customers are becoming increasingly adept at identifying fake feedback. Don’t risk your online reputation. Instead, focus on improving your service to encourage more positive reviews.

8. Use a complete review management software

Consider using third-party review management software like EmbedSocial.

EmbedSocial simplifies the management of online reviews by centralizing the collection and response process across multiple platforms, enhancing efficiency and online reputation management.

This centralization can be crucial for comprehensive review management, ensuring no customer feedback goes unnoticed.

Google reviews aggregator

EmbedSocial also automates review collection and offers customizable widgets to display testimonials directly on your website. Furthermore, you get actionable data that can help you measure the impact of reviews on your business.

Implementing these strategies can dramatically improve your SEO performance by leveraging the power of Google reviews, enhancing your online visibility, and driving more traffic to your business.

FYI: You can automatically embed Google reviews widget on your website and show authentic user-generated reviews, increasing trust for more sales. Try it now.


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Key takeaways

To sum up, here are the most important benefits you should know about the impact of Google reviews on SEO.

  1. Boost SEO with Google Reviews: Positive Google reviews improve search rankings, increase visibility, and build trust, directly influencing SEO performance and customer decisions.
  2. Top SEO ranking factors: Important factors include the star rating, use of relevant keywords in reviews, how recent the reviews are, and the overall quantity of reviews. These elements help enhance your business’s relevance and visibility in search results.
  3. Optimization strategies: To improve your rankings, respond to all reviews promptly, handle negative feedback constructively, encourage customers to leave detailed feedback, and continuously gather insights from reviews to improve services.
  4. Use review management software: Consider using platforms like EmbedSocial to streamline review management. These tools help collect, manage, and respond to reviews efficiently, ensuring compliance with SEO best practices and enhancing customer engagement.

Implementing these strategies can significantly boost your business’s online presence, helping you attract more customers and grow your brand.


What are Google reviews?

Before going any further, let’s define ‘Google reviews’:

Google reviews are ratings and comments that people leave on Google, usually about businesses they’ve visited. They appear on your Google business profile, Google Maps, and in Google Search, helping others see what customers think about a business’s services or products.

Consumers typically write reviews to share their experiences and opinions about services, products, customer service, and the overall quality of a business. Plus, they can add a star rating (from one to five stars) to their reviews, as well as photos and/or videos.

Are Google reviews helpful for SEO?

Yes, Google reviews are extremely helpful for SEO. They enhance your business’s visibility and search rankings, influence consumer trust, and can improve local search placement by providing fresh, relevant content.

Does responding to reviews boost SEO?

Yes, responding to online reviews can boost SEO. It shows active engagement with customers, which search engines like Google view favorably, potentially improving your search rankings and online reputation.

How do customer reviews affect SEO?

Customer reviews affect SEO by providing keyword-rich content for search engines to index, which can improve your site’s relevance and authority. They also impact consumer behavior and trust, both of which can lead to increased online visibility and traffic.

CEO of EmbedSocial 

Nikola Bojkov is the CEO of EmbedSocial, an entrepreneur who turns problems into products. With over a decade of hands-on experience with social media APIs, he guides EmbedSocial in its role as a technical partner for both SMEs and large agencies, maximizing the impact of their user-generated content. EmbedSocial has offices in Skopje, Tokyo and Lisbon with over 250,000 users.