BY Kathy Crosett
For years, business owners have been advised to ask clients for Google reviews. Our research shows that consumers who are seeking products and services will patronize a business with positive ratings. So why is Google removing reviews? And what should your accounts be doing to monitor online reviews?
How widespread is Google’s review removal?
Michel van Luijtelaar’s recent searchengineland.com article outlines what Google has been doing to reviews and why. He analyzed data and found that reviews from “tens of thousands of Google Business Profile listings across multiple countries” were removed during the first half of 2025. This trend should be alarming to small business owners who have worked hard to secure these reviews.
Why is Google removing reviews?
While Google may not answer inquiries about what’s happening on their site, Luijtelaar inferred the cause for review removal. What he learned is important to share with your accounts as they monitor online reviews.
First, many one-star reviews are removed due to inappropriate language. Often, these reviews direct rage or mean-spirited comments at a business. The people leaving the reviews may also be competitors who want to ding the business’ reputation.
In the past year, Google has taken on the process of deleting more 5‑star reviews. They may engage in this practice because they believe a business is paying for a review. It’s also possible that Google believes businesses are incentivizing people in other ways to leave these positive reviews.
How can your clients be proactive?
The data shows that 5‑star reviews that don’t contain a reply from the business are more likely to be deleted. In fact, of the Google-deleted reviews, 66% didn’t have a reply.
Respond to reviews
Encourage your accounts to respond to reviews or offer your services to them. Responding to reviews is part of best practices when it comes to reputation management.
Target reviewers with great advertising
Keep in mind that around 38% of consumers want to see a 4–5 star review when making an online purchase, according to AudienceSCAN data. These consumers are more likely than average to respond to mobile app or text messages. They’re also more likely than other U.S. adults to say that ads on mobile apps are useful. Ultimately, great reviews impact your account's bottom line.
Your accounts also should target the 29% of consumers who will share their good shopping experiences with others, through reviews or social media. Their opinions carry weight, and when your clients respond, the impact will lift the bottom line.
Your account’s vertical matters
Google data also shows that some industries are subject to more review removal than others. These details are important to know as your accounts monitor online reviews.
Specifically, “medical services and home services” tend to have more 5‑star reviews removed than other verticals. Luijtelaar hints that these removals may be related to “perceived industry risk.” In addition, restaurant reviews over two years old may disappear.
Review management and monitoring
Accounts don’t receive warning or notice that their reviews are being removed. Offer to help your accounts with management and monitoring to be sure current reviews show up and have answers.
Luijtelaar points out that automation such as AI now plays a bigger role in review evaluation. Yes, your accounts can use automation. But AI tools sometimes make mistakes, so human oversight is critical.
Mahnoor Sheikh, in her post on sproutsocial.com, reminds readers that specific responses to reviews matter.
- For positive reviews, businesses should thank the person by name, reference their feedback and include a statement that leads to a continuing relationship.
- For negative reviews, a quick response is very important. So is an apology. And to diffuse the situation, try to take the conversation offline where it can be addressed privately.
Your accounts are also up against legal concerns when it comes to reviews. Reputation management is a factor that your accounts can’t overlook. Don’t let your accounts fall behind in the need to monitor online reviews.
Image by Mikhail Nilov on Pexels.
