The power of engagement: Responding to reviews matters
A significant finding was that 66.1% of deleted reviews had no business replies. This suggests that engaging with reviewers, both positive and negative, can reduce the likelihood of deletion.
Responding to reviews demonstrates to Google that you value customer feedback and are actively involved in managing your online reputation.
The main reason to reply to reviews is to show prospects you care about your customers enough to reply to them.
We’re sure of the positive impact of replying to reviews on your average rating (reviewers tend to be less negative mostly) and conversion (if one handles the review replies well).
‘Service and staff’ reviews: A high-risk category
Interestingly, the most common category for deleted reviews was “Service and Staff” – reviews about customer service quality, staff friendliness, expertise, or responsiveness.
This could be attributed to this category’s high volume of reviews, making it more susceptible to generic or inauthentic feedback.
Businesses should encourage detailed and specific reviews that highlight genuine customer experiences.
Machine learning insights: Sentiment, length, and rating
We developed a machine learning model using the Random Forest algorithm to understand the factors influencing review deletion.
Our analysis revealed that review sentiment, length, and rating all impact Google’s moderation process.
While sentiment analysis and ratings help identify overly positive or negative reviews that may warrant further scrutiny, shorter reviews might be flagged as lacking substance.
Beyond the text: The importance of reviewer behavior
While our model focused on review-specific data, other research highlights the importance of considering reviewer behavior.
Factors like the number of reviews a user posts, the average length of their reviews, and the timeframe over which they post can be strong indicators of authenticity.
As AI-generated reviews become more sophisticated, incorporating user-centric features into machine learning models can significantly improve the accuracy of detecting fake reviews.
Recommendations for businesses
Engage with reviewers: Respond promptly and thoughtfully to all reviews, demonstrating your commitment to customer satisfaction.
Embrace local SEO tools: Use Google review management software to track, analyze, and respond to reviews across multiple locations.
Avoid incentivized reviews: Focus on organically encouraging genuine customer feedback to build a trustworthy online reputation.
Stay informed: Keep abreast of Google’s content policies and algorithm updates to ensure your reviews comply with the latest guidelines.
Report fake reviews: Actively report spam or inauthentic reviews to Google, contributing to a fair and transparent review ecosystem.
What you need to know moving forward
Google’s review deletion process reflects its commitment to maintaining a trustworthy platform for both businesses and consumers.
We suspect that the usage of Google reviews to power Google’s AI Overviews (for local businesses) makes this even more important (for Google and local businesses).
By understanding the factors influencing Google’s take on your reviews and these deletions, businesses can proactively manage their online reputation and foster authentic customer engagement.
It remains business critical to protect and enhance your online presence in the increasingly complex local marketing landscape.
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