When Kiwis search for services like “electrician near me” or “best mechanic in Auckland,” Google decides which businesses show up based on several factors. One of the strongest signals? Customer reviews.
For local service businesses, reviews don’t just build trust — they directly affect your Google Maps and local search rankings. Here’s how it works and what you can do.
Reviews Are a Local Ranking Factor
Google’s own guidelines confirm reviews are a key part of local SEO. The more positive reviews your business has, the more likely you are to appear in the top three “map pack” results.
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Keywords in Reviews Help Visibility
When customers mention specific services (“roof repair,” “heat pump installation”) in their review, it reinforces to Google what you’re known for. This boosts your relevance in searches for those exact terms.
Review Velocity Matters
It’s not just the total number of reviews — Google also looks at how often you’re getting new ones. A steady flow of fresh reviews shows you’re active and trusted.
Responding Builds Engagement
Replying to reviews signals to Google (and customers) that you’re engaged with your audience. Active profiles are rewarded with stronger visibility in local results.
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Local Trust = Local Rankings
At the end of the day, reviews aren’t only about algorithms. They’re about showing real people you’re trustworthy. When trust builds, clicks, calls, and conversions follow — and Google notices.
FAQs
1. Can bad reviews hurt my local SEO?
Yes, but even more damaging is failing to respond. A thoughtful reply can soften the impact of a poor rating.
2. Do fake reviews work for SEO?
No. Google has advanced systems to detect fake reviews and may penalise your profile.
3. How many reviews do I need to rank well?
There’s no set number, but aiming for a consistent stream of 5-star reviews will keep you competitive.