Why Online Reviews Matter for Local Search Rankings

Here’s a stat that might just change the way you think about online reviews: 87% of consumers read online reviews for local businesses before making a purchase decision. If you’re not actively getting reviews, you’re basically telling Google, “I don’t care about ranking in local searches.” 

Spoiler alert: Google cares about reviews—and so do your customers.

If you’re not fully embracing the power of online reviews for your local business, you’re missing out. And not in a small way, like accidentally leaving the oven on. In a “your business will be buried on page 10 of Google” kind of way.

So, why are reviews such a big deal? Let’s break it down.

1. Google Loves Reviews Like Ryan Reynolds Loves Deadpool

If you’re thinking, “I don’t need reviews to show up in local searches,” then you’re about as wrong as someone who thinks they can skip the gym and still get six-pack abs. Google uses reviews as a ranking factor in local search results, so without them, you’re basically invisible.

Here’s the thing: Google’s job is to give users the best results. If you want to rank high, Google needs to see that people love you—and reviews are the easiest way to show that. Google uses these reviews to determine your business’s reputation, trustworthiness, and relevance to what people are searching for.

Why Does Google Care?

The more reviews you get, the more likely Google will see your business as relevant and worthy of showing up when someone searches for your services in your area. So yes, reviews directly influence your position on the map. Literally. You want to appear near the top of the list when someone searches for “plumber near me” or “best coffee shop in [Your City]”? Start gathering those glowing 5-star reviews.

2. Trust Is Built on Reviews (And Customers Are Basically Skeptical Detectives)

Let’s face it: Nobody trusts advertisements anymore. If your business only relies on fancy ads, people will give you the side-eye like they just saw a magician pull a rabbit out of a hat and ask for a tip.

But when a customer leaves a glowing review about your product or service, they’re giving you credibility—and trust is priceless in the world of local business.

If you’re a landscaper, for example, and someone says, “Best landscaping team ever! They turned my yard from a jungle to a paradise,” others are going to read that and say, “Huh. They seem legit. I want that.”

According to research, 92% of consumers trust word-of-mouth recommendations more than any form of advertising. And that’s essentially what reviews are—a modern form of word-of-mouth.

3. More Reviews = More Clicks (And More Sales, Obviously)

This is pretty simple: The more reviews you have, the more likely customers are to click on your listing. It’s like a social proof multiplier. When someone searches for a service and sees that you have 50+ reviews with an average of 4.5 stars, they’re going to feel more confident in picking you over a competitor with zero reviews. It’s human nature.

Here’s a fun fact: Businesses with 4.5+ stars receive 70% more clicks than those with lower ratings. 

So, what does this mean? If you’re not getting reviews, you’re leaving a lot of clicks—and potential revenue—on the table.

4. Online Reviews Help You Show Up in Voice Search (AKA The Future)

Let’s talk about voice search. It’s growing. It’s huge. And if you don’t want your business to be left in the dust like a VHS tape, you need to get onboard. When someone asks their Google Assistant or Alexa to find them a “great local plumber,” Google is going to pull from local businesses with strong review profiles.

Think of it this way: You’re not just trying to show up in written search results; you’re also aiming for that sweet voice to search real estate. The higher your review count, the more likely you’ll be the one Google picks when someone asks for recommendations.

So, what’s your move? Start getting more reviews, stat. It’s the easiest way to make sure your business pops up when customers ask about you.

5. Reviews Are the Ultimate Free Marketing Tool

Have you ever paid someone to write a review about your business? You probably shouldn’t (it’s illegal, my friend). But think about this: when your customers leave glowing reviews, it’s like having your own personal marketing team working for you. And the best part? They’re doing it for free.

By strategically encouraging reviews, you’re harnessing the power of organic marketing. Word of mouth has always been the best form of advertising, but now, it’s automated.

Want more 5-star reviews? Make it easy for your customers. Send them a follow-up text or email thanking them for their purchase or service, and include a link to leave a review. Customers who are happy with your service will be more than willing to share their positive experiences. Just ask!

6. Online Reviews Help You Get Ahead of Competitors (Like a Digital Ninja)

Ever notice how businesses with high ratings get more attention, even if they’re not the biggest or the most famous? It’s not just because they’re better at self-promotion. It’s because customers want to see businesses with reviews they can trust. If you’re in a competitive industry (we’re looking at you, plumbing and HVAC), reviews can give you that edge you need to stand out in a crowded marketplace.

Think about it: If you were searching for a lawyer in your area, would you go with the one with 50+ 5-star reviews or the one with a single 2-star review? 

Exactly. You’d go with the one that has a solid reputation.

How to Get More Reviews (Without Looking Like a Desperate Salesperson)

Now that you understand why reviews matter, let’s talk about how to get them. Here are a few ways to make it happen without looking like you’re begging for praise (no one likes that):

1. Make It Easy – Use review platforms that make leaving feedback simple for your customers. Include links in your emails, texts, and invoices.
2. Timing Is Key – Ask for reviews right after you’ve provided your service or product when your customer is still basking in the glow of your excellence.
3. Don’t Forget About Negative Reviews – Everyone gets them. Don’t panic. Respond professionally and try to resolve the issue. Showing you care about customer feedback can boost your credibility.
4. Incentivize (Without Bribing) – Offer something small in exchange for reviews, like a discount on future services, but avoid paying for positive reviews—that’s a one-way ticket to the SEO penalty box.

Final Thoughts: Reviews Aren’t Just A “Nice-To-Have”—They’re a Must

If you want to show up in local search results, earn the trust of your customers, and outshine your competitors, you need to embrace the power of online reviews. Simple as that.

So, if you’re not actively collecting reviews, it’s time to start. Get that 5-star status. Boost your SEO. And watch as your local business starts climbing the ranks. It’s like a good rom-com—you know it’s going to be a happy ending, but you have to work through a few bumps along the way.

Now, go out there and get those reviews. Your business (and Google rankings) will thank you.