Google Maps reviews can be an extremely helpful resource. Whatever the business is involved in, the reviews can help people decide whether to frequent that business. Which is why fake reviews, both positive and negative, are so rife. Thankfully, Google is now cracking down on fake reviews left on Maps.
Google Warns Businesses Not to Fake Reviews
Earlier this year, Google introduced Business Profile restrictions for businesses in the UK found to have violated the company’s Fake Engagement policy. This policy covers fake reviews, reviews solicited for a reward, multiple reviews used to manipulate ratings, and the like. Basically, if a review isn’t based on a genuine experience, it isn’t allowed.
Now, as first spotted by Search Engine Roundtable, Google has updated the support page concerning Business Profile restrictions, seemingly making it apply globally. Which means that any business found to have posted fake reviews or solicited reviews for a reward could be penalized.
The restrictions could mean that the Business Profile concerned “will not be able to receive new reviews or ratings for set period of time,” that “existing reviews or ratings will be unpublished for set period of time,” and will “display a warning to let consumers know that fake reviews were removed”.
Fake Reviews Artificially Help or Hinder a Business
This crackdown is overdue, as fake reviews can help or hinder a business in a major way. A business leaving positive reviews on their own profile can artificially improve their rating to make them look good, while one business review-bombing a rival business can cause the rival serious harm.
We can see what one of the review bans and warnings looks like thanks to a tweet from Mike Blumenthal (embedded above). It appears that these are only currently visible in the UK, but we assume more will start appearing elsewhere as Google’s crackdown swings into action.
Detecting Fake Reviews Is a Tough Job for Google
While this crackdown on fake reviews is extremely welcome, Google faces a tough job detecting fake engagement on Business Profiles. While some reviews are easy to see through, others are much tougher to detect. Reviews left in return for some sort of incentive will be especially difficult to detect.
As a Google Maps user who likes leaving reviews myself, I’ve learned to look a bit deeper than just reading the best or worst review for a business, and making decisions based on that.
Users who have added a photo are likely more trustworthy, as are those that have given a more rounded take on a business (pointing out the good and bad elements) rather than a wholly positive or negative one. This scrutinizing eye has also helped me understand how to craft the perfect Google Maps review.
