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Local Visibility

Google Reviews

A Google review is a star rating from one to five, usually with a few sentences and sometimes photos, that a person attaches to a business listing from their own Google account. Reviews sit on the profile, feed the overall rating beside the business name, and stay there indefinitely.

The main street of a small town just after sunrise, a row of independent shopfronts with the pavement still empty

What one review contains

Each review carries a rating, optional text, optional photos or video, the date it was written, and the reviewer's public Google name and avatar. Anyone reading it can open the reviewer and see everything else they have written. A business reply, if there is one, appears directly beneath the original as a separate block.

Who is allowed to write one

Any person with a Google account can leave one, and Google does not ask for proof of purchase, a receipt, or an appointment. That openness is the whole design: the corpus is meant to reflect what the public experienced, not what a business could verify. It is also why disputes about accuracy are so common.

A heating and plumbing tradesperson carrying a toolbag up the path of a suburban house, an unmarked work van at the kerb
Reviews are written about the visit, not the listing. That is why they move rankings and why they cannot be bought.

Where they are visible

Reviews appear in three places at once and are always the same records. In Google Search they fill the panel that opens for a business name. In Google Maps they sit under the business card. On the map result list, only the average and the count show, and that pair is often all a searcher ever reads.

What the business controls

Ownership of a profile does not include ownership of its reviews. An owner can reply publicly4, can flag a review for policy violation, and can ask customers for more3. An owner cannot edit the text, cannot change a rating, and cannot take a review down because it is unwelcome or commercially inconvenient.

The number everybody actually sees

Google prints one overall rating to a single decimal place, next to the total count, and that pair travels everywhere the business appears. A business with four ratings moves a full star on one bad night. A business with four hundred barely moves at all, which is why volume matters as much as sentiment.

The policy behind them

Google's contributed-content policy requires a review to describe genuine, first-hand experience1. Content that is paid for, incentivised, written by staff, or posted to attack a competitor breaks it. Google removes violating content at scale and without notice1, and a business that solicited it has no appeal worth the name.

Their part in local ranking

Google names prominence as one of three ingredients of local ranking, beside relevance and distance, and says explicitly that review count and review score are factored into it2. That makes reviews one of the few public signals a business can influence honestly without touching anything Google treats as manipulation.

The reviewer behind the rating

Every rating is signed by a public Google account, and that account is itself a page: its other reviews, its photos, the badge Google gives frequent contributors. A reader who suspects a rating is unfair usually checks the author before checking the business, which makes an anonymous-feeling system surprisingly traceable in practice.

Why they behave like an asset

Unlike an advertisement, the corpus does not switch off when spending stops. Every rating written this year is still working next year, still visible to the next searcher, still counted in the average. That accumulation is why two similar businesses on the same street can present completely different risk to a stranger choosing between them.

What they are not

Google reviews are not testimonials a business collects and chooses among, and they are not portable. Ratings earned on another platform stay on that platform: nothing imports them, no widget moves them, and a company that renames itself or merges duplicate listings can lose the history attached to the older record.

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