Google reviews play a crucial role in shaping a law firm’s online reputation and local SEO performance. However, a recent study by GMBapi analyzing nearly 5 million reviews across 79 countries has revealed a concerning trend: Google is increasingly removing reviews, especially 5-star ratings.
Why is Google Removing Reviews?
The study identified several trends and triggers that influence Google’s decision to delete reviews. The primary reasons why Google may remove a review from a law firm’s profile are:
1. Inauthentic or Fake Reviews
Google prioritizes trust and authenticity. Reviews flagged as fake, whether overly promotional 5-star ratings or spammed negative reviews, are more likely to be removed. If a law firm engages in review solicitation, such as offering incentives in exchange for positive feedback, those reviews may disappear.
2. Keyword-Based Detection
Certain repetitive or generic phrases within reviews may trigger Google’s automated filtering system. Reviews containing overly promotional language or vague praise (i.e., “Great service!” or “Best law firm ever!”) are more likely to be deleted than detailed, experience-based reviews.
3. Extreme Ratings Are Under More Scrutiny
Google seems to monitor extreme ratings more closely. The study found that 5-star and 1-star reviews were deleted at significantly higher rates than moderate 2- to 4-star reviews, potentially due to their large impact on a business’s reputation. While 69.5% of deleted reviews were 5-star ratings, 1-star reviews ranked second in removals.
4. Lack of Business Engagement (No Replies to Reviews)
A key insight from the study is that businesses that don’t engage with their reviews are more likely to see them removed. A staggering 73.7% of deleted reviews had no replies from the business. This suggests that Google views engagement as a sign of authenticity and customer care.
5. Policy Enforcement on Sensitive Topics
Reviews that touch on employment conditions, workplace culture, or sensitive legal matters may be more likely to be moderated. Google aims to prevent reputational manipulation and ensure impartiality in business reviews.
Machine Learning Insights: Sentiment, Length, and Rating
Google’s AI models analyze multiple factors in review moderation, including:
- Sentiment Analysis: Overly positive or negative language may flag a review for potential removal.
- Review Length: Shorter reviews (i.e., “Great lawyer!”) are more likely to be deleted than detailed, substantive feedback.
- Reviewer Behavior: Google assesses user credibility based on review history, posting frequency, and consistency.
Timing Patterns in Review Deletions
Interestingly, review deletions spike on Wednesdays and Fridays, while Sundays see the least removal activity. This may indicate periodic updates to Google’s review moderation algorithms.
How Law Firms Can Protect Their Reviews
Given these trends, law firms must take proactive steps to maintain the integrity of their Google Business Profiles and minimize review removals.
1. Respond to Every Review
Since reviews without replies are more likely to be removed, law firms should consider actively engaging with reviewers. A simple acknowledgment or thank-you message can make a difference in retaining reviews.
2. Encourage Genuine and Detailed Feedback
Encourage clients to leave authentic, experience-based reviews. Instead of generic praise, prompt them to share specific details about their case (without going into sensitive topics), the legal team’s approach, and the outcome.
3. Avoid Soliciting or Incentivizing Reviews
Google explicitly prohibits businesses from offering incentives for reviews. Focus on organic feedback from satisfied clients rather than attempting to manipulate ratings.
4. Monitor and Report Fake Reviews
If you suspect fake or malicious reviews, report them to Google immediately. Use the “Flag as inappropriate” option or submit a request through Google’s support channels. Note: this can be difficult and may not always result in a removal.
5. Stay Informed on Google Review Moderation
As Google continues refining its review algorithms, law firms must stay updated on best practices. Regularly reviewing Google’s content guidelines can help prevent unnecessary deletions.
The Future of Google Review Moderation
Google’s increasing focus on AI-driven review moderation suggests its approach will continue evolving. While there is no direct link between algorithm updates and review deletions yet, businesses should anticipate that review authenticity will remain a top priority for Google.
Law firms can safeguard their online reputations by implementing a strong review management strategy. The key is engagement, authenticity, and ongoing vigilance in monitoring and responding to client feedback.
Need help managing your law firm’s Google Business Profile (GBP) and online reputation? Our team at Big Voodoo specializes in legal marketing strategies that help law firms maximize their digital presence. Contact us today to learn more about optimizing your local SEO and review management strategy.