Every entrepreneur wants to boost their online presence, particularly through customer reviews. Whether you aim to surpass your competitors or enhance your overall rating, the quest for reviews can lead to questionable tactics. But be warned: shortcuts in the review game can backfire spectacularly. Jason Brown, a Google Business Profile Gold Product Expert, sheds light on common pitfalls and shares legitimate strategies to cultivate authentic reviews.
Don’t Fall for the Trap of “Renting” Reviews
In the age of digital marketing, some businesses contemplate sketchy schemes to bolster their review counts. This includes paying for reviews, leveraging friends and family, participating in review swaps, or even creating review contests. Here’s the hard truth: if you’re considering these tactics, it’s time to snap out of it! The risk of being caught by Google is higher than you think, and the consequences can be severe. Brown emphasizes, “The FTC regulates online reviews. Google follows suit, and review contests are a violation of their Terms of Service.”
What You Need to Avoid
Review ContestsRunning a contest to entice reviewers is not just a bad idea—it’s illegal. Businesses, especially in the dental field, often fall into this trap, only to find their schemes reported to Google. A friendly reminder: even if you say any reviewer can enter, offering incentives is against Google’s policies.
Discounts or Free ServicesOffering discounts or freebies in exchange for reviews is a quick way to get your hard-earned reviews deleted. One business that provided a 10% discount for reviews saw Google wipe out two years of customer feedback. “It’s a costly lesson,” says Brown.
Review SwapsThis practice is particularly rampant in the legal field, where professionals exchange reviews with one another. Google is well aware of these tactics, stating, “Your content should reflect your genuine experience…not be posted just to manipulate a place’s ratings.” When these reviews come to light, Google promptly deletes them.
Family and FriendsAs tempting as it might be, asking friends and family for reviews is a disaster waiting to happen. Google can spot these fabricated testimonials, leading to a stagnation in fresh feedback, which potential customers often find suspicious.
Review GatingReview gating is another unethical approach where a business prompts customers to leave feedback based on their satisfaction. If the score is too low, the customer is funneled to private feedback, effectively hiding negative reviews from public view. If reported, Google will delete all your reviews, not just the ones that violate policies.
What Should You Do Instead?
Instead of taking shortcuts, invest in genuine relationships with your customers. Brown suggests that businesses should be gathering 5 to 10 new reviews each month. It’s simple: if your staff listens to customers and encourages them to share their positive experiences online, the results will follow.
Hold an internal contest among your employees to motivate them to ask for reviews. Create a culture where requesting feedback becomes second nature. After all, if you don't ask, you won’t receive.
Embrace Negative Reviews as Opportunities
Understand that negative reviews are part of business. Instead of fretting over a “5 stars or bust” mentality, view every critique as an opportunity for improvement. Address these concerns with professionalism. As Brown notes, “The goal of your reply is to persuade the user to contact you and work out a resolution.” Consumers read responses to reviews, and a respectful reply can showcase your commitment to customer service.
In Conclusion
Running a business is about more than just gathering a plethora of reviews; it's about fostering real connections and addressing the needs of your customers. Relying on questionable review schemes is a surefire path to disaster, as illustrated by countless businesses that have faced consequences. To echo the wise words from Shawshank Redemption, “Get busy living, or get busy dying.”
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing so you can focus on what truly matters: growing your business.
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