Manage Google reviews with a simple routine: ask every customer in the same neutral way, reply to everything promptly and politely, and report fakes through Google rather than trying to handle them yourself. Avoid two shortcuts that look tempting: rewarding reviews and asking only happy customers. Both can breach Google’s policy and risk misleading consumers under Australian Consumer Law. This is general information, not legal advice.
Why reviews matter
Google lists reviews and ratings as part of the prominence signals that affect local ranking, and recommends responding to reviews and encouraging more over time (Google Business Profile Help). The wider picture is in local SEO fundamentals.
Asking for reviews
Google’s policy allows merchants to encourage genuine reviews, as long as they offer no incentive and do not try to influence the rating or content. It prohibits discouraging negative reviews, selectively soliciting positive ones, and requiring staff to solicit a set number of reviews or reviews with specific content (Google Maps user-contributed content policy).
A compliant routine:
- Send the same request to every customer after a completed job or visit.
- Use a direct link to your review page, by SMS, email or a QR code at the counter.
- Keep the wording neutral: “We would value your honest feedback.”
- Do not offer discounts, gifts, entries into a draw or other rewards.
- Do not screen customers by satisfaction first and only send happy ones to Google.
Responding to reviews
| Review type | Approach |
|---|---|
| Positive | Thank them briefly, mention something specific, keep it short |
| Mixed | Acknowledge the good point, address the concern, offer a way to continue offline |
| Negative and genuine | Apologise where warranted, state what you will check, invite contact, do not argue |
| Suspected fake | Do not accuse publicly; flag to Google; keep evidence |
Never include personal or confidential information in a reply, such as booking details or health information. Write for the next reader as much as for the reviewer.
Handling fakes
Google’s policy bars reviews not based on a real experience, paid reviews, multiple accounts run by one person, and reviews posted on a competitor’s listing to damage its reputation. It also flags unusual review volumes or patterns meant to manipulate a rating.
If you believe a review breaks policy, flag it through your profile and keep screenshots, dates and any customer records that show the reviewer was not a customer. Removal is decided by Google. A review you simply dislike is not a policy breach.
The Australian Consumer Law angle
The ACCC states that it is unlawful to create fake or misleading reviews, or to arrange for others to create them. Reviews can mislead when they come from family, employees or paid people without disclosure, or when the reviewer never used the product. Suppressing or editing negative reviews, or removing genuine negative ones, can also mislead, and before removing or editing a review a business needs an adequate basis to conclude it is likely fake or misleading.
On incentives, the ACCC says offering discounts or free gifts for reviews carries risk. Incentives must apply whether the review is positive or negative and be clearly disclosed (ACCC). Note that Google’s own policy is stricter: it does not allow incentivised reviews on Google Maps at all. Follow the stricter rule.
Also display reviews honestly on your own site: the ACCC suggests showing the number of reviews behind a rating, for example “3 stars, 24 reviews”.
What to do this month
- Write the one-paragraph request message and the three reply templates.
- Assign one person to check new reviews weekly.
- Add the review link to receipts, email signatures and counters.
- Review your website’s testimonials for anything you cannot substantiate. A page that uses testimonials should link to your real review profiles, as discussed in landing pages that convert campaign traffic.
If your profile is not yet set up, start with Google Business Profile setup for Brisbane businesses.
Limits
Reviews are outside your control, and Google removes them on its own timetable. A single bad review is normal. A pattern is information about your service, not only a reputation problem.
Where Radiance Impact fits
Radiance Impact’s Growth division supports search visibility and marketing planning, including how reviews fit into a wider local strategy. To discuss it, contact us.
Sources
- Maps user-contributed content policy, Google
- Online reviews for products and services, ACCC
- Improve your local ranking on Google, Google Business Profile Help
