Google Review Removals: Why 5-Star Ratings Disappear

Recently, many companies have faced an unexplained issue: Google is mass-deleting 5-star reviews. This trend raises concerns about the impact on local visibility and online reputation.

Let’s explore the reasons and consequences of these removals and strategies to protect your business’s online presence.

Google’s 5-star review removals: impact and strategies

Recently, many companies have faced an unexplained issue: Google is mass-deleting 5-star reviews. This trend raises concerns about the impact on local visibility and online reputation.

Let’s explore the reasons and consequences of these removals and strategies to protect your business’s online presence.

The importance of Google reviews

Google reviews play a crucial role in building trust, attracting customers, and enhancing local SEO. However, the sudden deletion of reviews—especially positive ones—can disrupt these advantages. A recent analysis by GMBapi across 20,000 locations revealed a surprising trend: 73.1% of deleted reviews were 5-star ratings. This highlights Google’s effort to combat fake and incentivized reviews.

Why does Google delete 5-star reviews?

The primary reason behind such deletions is Google’s commitment to maintaining platform integrity. Businesses employing unethical practices, like buying reviews or offering incentives, face the highest risk. Key findings of the analysis include:

• Targeted removals: While 1-star reviews were the second most frequently deleted, moderate ratings (2–4 stars) were less commonly removed. This suggests Google focuses on reviews that seem extreme or inauthentic.
• High-risk categories: Reviews related to “Services and Staff” were most frequently removed, likely due to their volume and vulnerability to generic comments.

Additionally, significant spikes in review deletions were observed on specific dates, such as October 12, October 28, and November 1. Although these periods did not coincide with official algorithm updates, they indicate changes in Google’s review moderation approach.

The role of engagement in preventing deletions

Engaging with reviewers can influence review retention. Notably, 66.1% of deleted reviews lacked responses from businesses. Responding to reviews—positive and negative—demonstrates to Google that you value customer feedback. This can:

• Strengthen customer relationships.
• Confirm authenticity to Google.
• Reduce the likelihood of deletion.

Machine learning insights into review deletions

In-depth analysis reveals several factors that influence Google’s review moderation:

• Sentiment and ratings: Extremely positive or negative reviews are more likely flagged for scrutiny.
• Length: Shorter reviews often raise suspicion due to a lack of substance.

Additional research suggests that user behavior, such as review frequency and length, also affects authenticity evaluations. As AI-generated reviews become more prevalent, Google’s systems may incorporate user-oriented metrics to enhance accuracy.

Best practices for businesses

To safeguard reviews and maintain a strong online reputation, consider the following:

• Engage with reviewers: Respond promptly to all reviews, showcasing your commitment to customer satisfaction.
• Avoid incentivized reviews: Focus on encouraging genuine, organic feedback.
• Stay informed: Keep up with Google’s content policies and algorithm changes.
• Leverage tools: Use review management software to monitor and respond to feedback.
• Report fake reviews: Actively flag spam or inauthentic reviews to Google.

Adapting to changes in the online review landscape

Google’s efforts to ensure review authenticity are likely tied to broader initiatives, such as using reviews for AI-generated business descriptions and search result summaries. Businesses must adapt to these changes by prioritizing transparency and proactive reputation management.

By understanding and responding to the reasons for review removals, businesses can better navigate the evolving landscape of local marketing, fostering genuine engagement with customers.

This article available in Ukrainian.