Has a negative Google Business Profile (GBP) review ever influenced your perception of a business? Reviews have the potential to increase customers or deter them. According to data published in Forbes, as high as 84% of consumers refer to online reviews before purchasing a product or service.
Bad reviews also influence local search engine optimisation (SEO) and visibility. If Google sees your business underperforming, it may hide your profile in search results, resulting in less traffic and fewer customers. Bad reviews also bring down your overall star rating, reducing click-through and conversion rates. However, with the right strategy, you can use reviews to your advantage and win back consumer trust.
Firstly, ensure that the bad review is valid
It’s becoming increasingly common to see 1-star GBP reviews with no comment, leading business owners to wonder if these are legitimate scorned customers or simply spam bots.
If you’ve received a 1-star review that you suspect is invalid or spammy, click on the reviewer’s profile icon to expand profile details. Red flags that signal potential deceitfulness include a generic avatar, fabricated name, little activity, multiple reviews of the same industry (for example, the account has reviewed 10 doctor surgeries), and the businesses reviewed are widespread (for example, the doctor surgeries are located all around Australia).
If the review includes text, you can report it to Google if it includes the following language:
- Claims that the reviewer is the business owner
- Expressing that they’re an ex-employee
- Indicating the reviewer has never engaged with the business – look for phrases such as, “I’ve never been there, but I’ve heard it’s bad.”
While not all comments are prohibited, other suspicious language can alert Google to a disingenuous review, including:
- Speaking negatively about one business but praising its competitors
- Challenging other 5-star reviews, for example, “I don’t know why Amy C. gave this cafe 5 stars, they don’t deserve it.”
6 steps to report a review
If your business is suffering from a bad review, Google allows business owners to request its removal if it’s deemed to be invalid, spam, or if it violates guidelines. Here’s how:
- Sign in to your Google account
- Open Google Business Profile manager by clicking on the nine dots at the top right of your Google search screen.
- Select ‘Read reviews’
- Find the inappropriate review and click the ‘!’ to the right of the review
- Select the reason it violates Google guidelines
- Click ‘Send report’
While reporting is your best option for removal, it can be a slow process and isn’t guaranteed to be successful.
What if a review isn’t taken down?
If a review is not taken down after reporting, there are still options for you.
- Consult the Google Business Profile Community, where business owners discuss issues relating to their profiles, for support and advice.
- If the review/s are affecting business operations, you could engage legal counsel. To do this, you need to have identified the person behind the review and seek a lawyer who may file a cease-and-desist order or suggest less invasive steps, depending on your circumstances.
- If Google has made it clear they will not remove the review, you could reply to the review with a public statement, “We have reported this review to Google for potential guideline violations.” By avoiding any emotional depth, your business is showing customers that this review is illegitimate and not worth considering, potentially reducing the review’s impact.
- Ask for more feedback or information in a reply, encouraging an open discussion with the reviewer offline.
- Encourage happy customers to leave positive reviews and monitor reviews regularly. If your business is gaining upwards of 15 reviews a month, one out-of-character review won’t have an effect on your 5-star rating.
How to respond to valid bad reviews
It’s almost impossible to avoid a bad review; it’s part of business growth and maturity. While they can be upsetting and feel like a burden, they also present a valuable opportunity to publicly demonstrate strong customer service and build trust with potential customers. They can also highlight internal processes that need refining, drive innovation, and even encourage new or updated reviews once issues are resolved.
A valid bad review has a balanced tone and constructive criticism or actionable feedback: “I was looking forward to trying this restaurant, but was disappointed when my food came out cold.”
When receiving a valid bad review, there are opportunities to strengthen perception and rapport with thoughtful responses and reflection:
- Leave emotions at the door. It’s important to respond promptly while remaining professional, polite and human. A response including “Thank you for your feedback” or “We appreciate you bringing this to our attention” can go a long way.
- Personalise your reply by acknowledging the customer’s experience and apologising where appropriate without overcompensating: “We’re sorry to hear your meal arrived cold and understand how disappointing that can be. We’re working on improving our service standards to ensure we do better next time. – Linda, Guest Services Manager.”
- Reinforce brand values and provide context if needed. “This is not the standard we aim for, and we will be addressing this with our team.“
- Avoid a defensive tone, copy-and-pasted replies, or ignoring the issue raised. Consider an opportunity to correct the poor experience: “We’d value the chance to follow up with you directly. Please call me so I can hear your feedback.”
An active business encourages search visibility and local ranking, while thoughtful responses influence future customers and increase long-term brand credibility and trust.
Use reviews to build trust and improve your business operations
By responding consistently and professionally to reviews, you strengthen your reputation and reinforce your brand values in a visible way. Every negative Google Business Profile review becomes a chance to show how your business communicates, resolves issues, and puts customers first. For more tips for optimising your profile and improving local search visibility, please get in touch with our team.
