Local SEO & Google My Business Product Expert

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Three Key Changes to the Google Review Guidelines

Google reviews policy ended Dec 2017
Google reviews policy ended Dec 2017

In mid December, Google quietly rolled out an upgrade to the customer reviews filtering algorithm.  It was intended to take out a lot of review spamming that has been going on.

Around the same time, Google also quietly removed the old Google My Business Reviews Policy page, making much of the reviews guidelines part of the Google Maps content policy.

The new review guidelines include a broader range of no-no’s, all of which are common sense. There are the usual suspects such as no hate speech, no adult content, no confidential info, no copyrighted or illegal content, etc.

Subtle but significant changes to the guidelines

1. Former/current employees are no longer able to leave reviews

This is finally explicit.  Not having this clear has caused a fair bit of frustration when a former employee gets the sack, leaves a horrid review and then Google refused to take it down. If you’ve ever been in this situation, sing out and let’s try to get that resolved.

2. Don’t offer or accept money in exchange for reviews

This is a confusing change, as the old guidelines stated “Don’t offer or accept money, products, or services to write reviews for a business” . This version specifically says just money in one article. Yet Google keeps the more broad wording incentives, in another help article.

So does this vaguery mean discounts and other inducements are OK?  Depends on the overriding law of the land.

If you’re in Australia the ACCC guidelines state:

Incentives should only be offered in exchange for reviews of your business (its products or services) if:

  • incentives are offered equally to consumers likely to be complimentary[sic] and consumers likely to be critical, and positive and negative reviews are treated the same
  • the reviewer is expressly told that the incentive is available whether the review is positive or negative
  • the incentive is prominently disclosed to users who rely on affected reviews.

In the US, the FTC isn’t as detailed in its offering of guidance, but follows along the similar lines.

If there is a material connection between an endorser and an advertiser, that connection should be clearly and conspicuously disclosed unless it’s already clear from the context of the communication.

So after that, I’d still say even though the wording is changed, it’s not really a change.

3. Don’t solicit reviews from customers in bulk

This one is also concerning, because there isn’t clarity about what “bulk” constitutes.  Logically you’d say don’t email out 200 customers a day and get 10 reviews in a day and expect any of them to stick.  While that makes sense, we’re wondering how Google will determine whether something is a “bulk”.

  • Is it a link in an email that gets used “too frequently”?
    If so, is it then the click of the link that sets the trigger or the review left by using the link?
    If you happen to be using Gmail or Google Apps for your mail, know that Google follows links in emails (we tested it). So a another option could be the number of times that link gets known to Google.
  • Is it the volume of reviews left based on historical trends? If that’s the case, then how does a business get started? I’ve seen Google wipe a handful of reviews for a business that took a couple of months to accumulate. The listing had been around for awhile, and the business owner “woke up” to the importance of reviews. That’s good right?  Maybe not so much – you can imagine the frustration of getting the reviews and then having them wiped overnight.

My advice in with reviews is to start slowly, build naturally.

  • Offer multiple options (website, google, facebook, yelp, etc).
  • Start with a handful of invitations a day or week, and work your way up to a larger number over a period of several weeks.  If your business is seasonal, let the volume be reflective of the seasonality of your business.
4. Missing: mention of kiosks

(#4 here because despite it’s appearance, #2 isn’t really a change)

In the older guidelines Google had expressly stated

If you’re a business owner, don’t set up review stations or kiosks at your place of business just to ask for reviews written at your place of business.

The “new” guidelines don’t mention kiosks. Nevertheless I still believe they’re a no-go because of this wording on the Get Reviews on Google page:

Let them know that it’s quick and easy to leave business reviews on mobile devices or desktop computers.

And we know historically, Google checks the devices where reviews are written. If it sees multiple reviews from the same device, it filters them out.

Local Guides

Local guides in particular are incentivised to add photos and longer text in reviews.

If you find your listing suddenly receiving more reviews than usual and you’re not sure why, check to see if it’s coming from Local Guides.  If it is, double check the photos. We’re seeing a rise in the amount of photo spam coming from fake LG profiles, often associated with reviews.

Links to key articles about reviews & review content

(now spread between Maps and GMB support documentation)

This article summarises the most significant changes to the guidelines, and intended to cover the vast majority of situations with a fairly quick read. Joy Hawkins has already done a good post about the nitty gritty details.

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Google extends Review Notifications

review notice emailDuring the 3rd week of June, 2017,  Google quietly extended the review notifications for listings from just the primary owner, to any user on the listing with review notifications enabled.

This has been a much requested feature, and we’re delighted it has rolled out.

Exceptions

As with every rule, there are the seemingly necessary exceptions:

You won’t receive review notifications if:

  1. The listing was verified in bulk (even if it’s on a single listing account now)
  2. The account has more than 100 listings on it, even if the listings have not been bulk verified

Not available

Still pending is the ability for bulk listings to be able to turn on notifications for specific listings.

There was a temporary glitch with the notices that meant every bulk listing was sending notifications.  While popular with some, it was resoundly howled down.

Don’t hold your breath for this sometimes requested feature.

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If even God can’t get it right…

Customer reviews – they make some go weak at the knees. The knee-knocking usually comes from two schools of thought:

  • Thinking it’s too hard. Done right, it becomes part of your marketing and customer service and is simple. That’s a discussion for another post.
  • Fear of negative reviews.

Let’s tackle the last one.

First question to ask yourself is – do you give good customer service? If you can’t answer that with a resounding yes then why are you in business? If money is your only motivation, then things will catch up with you anyway and you should be afraid.

If you give good service (usually shown by repeat customers), letting people know you appreciate reviews will encourage positive reviews. You’ll certainly ask for more than you get, but Australians are getting used to the idea of reviews and are no longer as uncomfortable with giving them as they used to be.

The next bit is understanding that “haters gonna hate” and maybe it’s time to “shake it off” and laugh a little.

Here are some ripper extracts of reviews from the 7 natural wonders of the world:

Aurora Borealis

auroraThe aurora borealis, or northern lights, are naturally occurring lights that bring about a spectacular light show across the sky. They can appear as waves across the sky or as a diffused glow lighting up the horizon. “Red and green auroras” by Arctic light Frank Olsen, Norway – Own work. Licensed under CC BY-SA 3.0 via Commons.

1-star-reviewno lights
2-star-reviewthey are fickle and what we saw on second attempt was a bit underwhelming
1-star-reviewwe think they are a bit over rated

Grand Canyon

Grand CanyonThe Grand Canyon, a massive gorge created by the Colorado River, is located in the state of Arizona in the United States. While it’s not the steepest or longest canyon in the world, it’s recognised as a natural wonder because of its unparalleled scale & size paired with a brilliantly coloured landscape.
Grand Canyon view from Pima Point 2010 by Chensiyuan – Own work. Licensed under GFDL via Commons

2-star-review If you’ve seen just one picture, mystery is gone
2-star-review I came… I saw… I used the porta potty
1-star-review Whoopity doo, Grand Canyon… Can you say “overrated”
1-star-review I’m going to write a bad review because nobody else has….

Great Barrier Reef

great barrier reefAs the world’s largest coral reef, the Great Barrier Reef was wholly created by living organisms and supports one of the most diverse ecosystems in the world. It includes over 900 islands and 2,900 separate reefs. It is the only wonder of nature that can be seen from outer space. The reef stretches 2,600 km (1,600 miles) along the northeastern coast of Australia and it covers over 344,000 sq km (133,000 square miles).
GreatBarrierReef-EO by NASA, by MISR – Licensed under Public Domain via Commons.

1-star-reviewReef was disappointing and not what was expected
2-star-reviewCan see better coral via Sydney Aquarium

Mt Everest

everest Mount Everest is located in the Himalayan mountain range on the border between Nepal and Tibet, China. It is the highest mountain on earth with the summit reaching a peak of 8,848 m (29,029 feet).
Everest North Face toward Base Camp Tibet Luca Galuzzi 2006 by I, Luca Galuzzi. Licensed under CC BY-SA 2.5 via Commons.

2-star-reviewbetter views of mountains on a commercial flight over the Alps.

Paricutin

paricutinParicutin is a cinder cone volcano in Michoacán, Mexico. As a fast-growing volcano, reaching three-fourths of its size within the first year, it was established as a natural wonder because humankind has witnessed its birth. It’s been dormant since its last eruption in 1952.
Paricutin by Karla Yannín Alcázar Quintero (photographer) – Scanned paper photo. Licensed under CC BY 2.0 via Commons.

1-star-reviewthe crater was an anticlimax. It was just a big hole with warm, sulfur-smelling steam coming out of it

Victoria Falls

victoria fallsVictoria Falls, named after the reigning queen at the time by the Scottish explorer Dr. David Livingstone, is the largest waterfall in the world. This natural wonder spans 1.7 km (1 mile) and 108 metres (360 feet) high. The locals call it Mosi-oa-Tunya by the locals which means “smoke that thunders.”
Victoriafälle. Licensed under Public Domain via Commons.

2-star-review… Barely saw any animals…
2-star-review…being there during high water season, most of the trail was covered in mist…

Negative reviews are a possibility. The reality is, people can talk about your business online anyway, so you’re safer being part of the conversation and knowing what’s being said. No-one has 100% happy people all the time – just ask Mother Earth.

Oh, and the last wonder, Harbor of Rio de Janeiro – it’s excluded because we couldn’t find any comments on the natural wonder itself, only of the city.

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Reviews disappearing? You’re not alone…

reviews filteredGoogle’s review filters are finally getting some attention again, and finally appear to be getting periodic updates like the standard website algorithm does. While reviews disappear periodically, there are still so very many fake ones out there still alive and kicking.

If you’ve noticed a decrease in the number of reviews showing, check the following list for reasons why they might be vanishing. Some of the reasons are explicitly stated by Google or Yelp, others are based on observed behaviour.

The toughest filters to get through are undoubtedly Yelp.  This list is written to cover both, and is noted where specific to that service.  If you keep on the good side of the following list, you stand a much better chance of getting them seen.

Reasons why reviews get filtered or disappear:

  1. Web addresses (URLs) in the comments.
  2. The reviewer marked the review as private (Facebook or Yelp, not Google).
  3. The person wrote the review from the same computer/IP address that you sign into to manage your local listing.
  4. The person wrote the review from the same IP address or device as another user who left a review.  This is common with kiosks or review stations (a dedicated PC or tablet for collecting reviews).
  5. The person tried to post a review for you several times on different dates (for example: they wrote one Jan 15 and it got filtered so they tried again on Feb 10).
  6. All the people reviewing you on Yelp are clicking on a link from an email signature.
  7. The link you’re using pre-populates the review entry form in any way.
  8. You’re asking for reviews “in bulk”.  What exactly is meant by bulk Google will not say, so take it as a vague quantity in relation to historical volume.
  9. You’re caught offering incentives. It’s okay to let patrons know you appreciate reviews, not OK to bribe for them.  Remember the law of the land you live in overrides the search engine guidelines. In a number of countries incentives for reviews are a no-no that come with legal consequences.
  10. You’re caught review filtering.  This applies to sites that gather a sentiment, then direct people who are unhappy to a separate place (typically a non-public communication) while happy customers go another.
  11. You moved. Google does not automatically transfer reviews when a business address changes. Details about when and how removes can be moved or removed are in this Google Support Document.
  12. The reviewer’s account has gone dormant (stopped posting reviews), or has been deleted.
  13. The review was left years ago when Google allowed reviews from people not logged into a Google account (anonymous user).
  14. Yelp may be in the stage of automatically filtering out the first batch of reviews. They may appear after a threshold has been reached and reviews continue to be written about your business.

It’s not personal

Remember it’s a machine/program making the decision about whether reviews by your customers get seen or disappear forever. Yes, it’s going to make mistakes and filter out good reviews. Yes, that stinks. I feel your pain. Let’s move on.

Stay the course, stick to your review strategy and you will succeed over time.  Slow and steady wins the race…

As new criteria emerge (either directly or by observation), this post will be updated.

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New Review Filters for Google Maps

Update: May 2017
When the review filters first came out, they were in whole numbers – 4.0, 3.0, etc.  In May 2017, Google introduced half-star increments.
note: Images in this article have not been updated to reflect the change.

local searchWouldn’t it be nice if you could cut down the options and filter businesses in the pack based on their review score?

Let’s say you’re looking for a good place to eat in the city and Italian is what takes your fancy. You “google it” and come up with a list something like the image to the right.

How do you know which one to pick?

The one with no stars might not be as good as the rest, but without any reviews it’s too hard to say. The other two aren’t hugely different. And with the difference in number of reviews (12 vs 38), how do you get a feel for what should be a better choice?

Google have devised an answer to that question. They have added a feature to Maps which now allows searchers to filter search results by review ratings.

If I click on the map, Google takes me to a full-screen map which gives me something new – an option to filter results. The most important of these is by rating. I can then apply a filter and dramatically change which results show in my list to choose from.

As near as I can tell, it’s filtering out places by the highest proportion of that particular star rating. And that’s perfectly in line with the philosophy of quality over quantity.

Or put another way: when it comes to reviews – more is not better, better is better.

Meh….
What’s that I hear you say? Too many clicks for someone to really do?

You could be right – for a desktop user. They probably wouldn’t go thru the effort. If that’s the case, why should I take the time to write about this?

Because here’s where it gets wicked…

Remember where Google’s emphasis is right now?

Like most people, you’re looking for a restaurant so you pull out your mobile phone.  You type in what you’re looking for. And right there on the screen is the filter. No extra effort to know you have the chance to hone in. Tap to filter, select your rating, then bam – there you are. And look at the incredibly different results you can get!

mobile local search results
default local search results
mobile

review filter on mobile
pick your review filter

filtered review results mobile
filtered results
mobile

In going thru the process of selecting which screen shots would show the most dramatic shift, I tested a number of different industries. One thing became clear – if it’s a very competitive space, the one or two seemed to stick, regardless of the number of reviews. In one test, a listing with just 8 reviews outranked a business with 105 reviews. So while one is active with getting reviews, they’re not quite as active with their quality of food or service as the other restaurant – who isn’t as concerned about reviews as they are their customers.

In the less competitive niches, there was far more fluctuation with the results (as with the example above). My best guess is in the less competitive niches, less attention is paid to the online presence for their business. That would appear to be a decision for the short-term which will probably have costly longer term consequences.

h/t: Colan Nielsen

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Are Anonymous Online Reviewers in Danger?

anonymous reviewersUpdate: In mid 2018, Google removed tens if not hundreds of thousands of anonymous reviews from listings. These were largely been from Google reviewers whose accounts had been deleted or never had Google accounts associated with them. The name of the reviewer was normally “A Google User”

From that point forward if a user has left reviews and then deletes their Google account, Google automatically removes their reviews as well as their account.

“We do not allow anonymous reviews today and we’ve removed legacy anonymous reviews.”

It should be noted that just because Google no longer allows “anonymous” reviews, they still don’t require people to use their real name.  How is that different? It’s a technicality IMHO, and not truly disallowing anonymous reviews.

Love ‘em or hate ‘em but anonymous fake name reviews reviews are a part of the online landscape – at least for now.

These types of anonymous reviews have received more exposure in recent years because of a Yelp lawsuit in the US, which is trying to force the company to reveal anonymous users.

In this lawsuit, Hadeed Carpet Cleaning received negative reviews on Yelp.  While they aren’t asserting the negative reviews were false, the seven anonymous reviews could not be matched to its own customer database. Therefore, they are demanding Yelp reveal its database of users.

As a result of this lawsuit, in 2012, a court ordered Yelp to reveal the anonymous users and its customer database; Yelp users must register with the site to post review and ratings. Yelp appealed the decision citing that it was infringing on free speech and only in instances of compelling cases should social media companies be forced to reveal anonymous users’ identities.

Although the appeals court agreed on the free speech part, they also felt that businesses have the right to protect their reputation. As a result, the court ruled the comments as less-protected commercial speech under the First Amendment.  While we don’t have the “free speech” issue in Australia, Yelp’s overall behaviour towards reviews and reviewers is shaped by what happens in the US.

Now the US state Supreme Court will determine whether social media companies can be forced to reveal user identities based on whether a business isn’t happy about what’s said of their company or service. This decision could affect the entire online community as a whole! Does this mean that ultimately anonymous reviews will only be kept anonymous unless a company isn’t keen on a review and demands the social site, news site or online forum expose customers’ personal information?

We haven’t seen evidence of court cases against Yelp here in Australia yet but it’s important, as a business that allows for anonymous reviews, to know the laws surrounding them.

The ACCC website gives local businesses tips on what conduct they consider misleading with anonymous reviews. This includes soliciting positive reviews, offering incentives in exchange for favourable reviews as well as advice on how to identify fake reviews and omitting them from your site.

As a consumer viewing and taking value in these reviews, it’s important to look at the review wording, star rating and number of reviews on any particular site. Weigh what people are saying, how they are saying it and look for redundancy in phrasing.

A few such sites in Australia that allow for anonymous reviews are:

  • Yalwa.com.au – these are completely anonymous
  • Google, TrueLocal (Aussie), Urbanspoon, Eatability (Aussie) – these allow for anonymous reviews in that there is no requirement you use your “real” name
  • Glassdoor & Jobadvisor (Aussie) – allows for anonymous employee reviews

Anonymity helps those who want to speak out about a business but don’t want their identity revealed – e.g. bankruptcy attorney, DUI attorney, proctologist, pest control (think restaurant!). Sadly, it also helps hide unscrupulous people who seek to maliciously harm a business.  Will be interesting to watch this space and see how it plays out over the coming years.

Source:Yelp Lawsuit Could Expose Anonymous Online Commenters

Have you ever been the victim of a malicious review?  Or, do anonymous reviews help your business?

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How some (bad) businesses angle for good reviews

Consumer reviews are important for your local business, but you can take it too far. This 4 min vid shows how some companies have taken reviews too seriously, and gone foul.
Warning: 30 second ad first.

So that’s the US, what about Australia?

In Australia sadly I see businesses getting fake reviews every day, so someone’s making a mint out of it. I’d love to know the stories they tell business owners, because I really hope no-one is unethical enough to knowingly be happy to buy fake reviews (I know, I know, dream on…). Sadly I have seen too many business owners requesting reviews from communities known for selling fake reviews, as well as offering review exchanges. Sadly, fake reviews are rife from consumers AND business owners.  This is a global problem.

Regardless of the advertising medium, any review or testimonial should reflect the genuine views and opinions of the person that is represented to have made it. Businesses must not misrepresent consumer opinions to dishonestly promote themselves. A fake review or testimonial is one which does not reflect the genuinely held opinion of the author. Using false or misleading reviews or testimonials in any advertising medium will risk contravening the ACL.
…
Businesses may be engaging in misleading or deceptive conduct if they:

  • use fake reviews, including as a form of false advertising or to damage the reputation of a competitor
  • use tactics to influence a consumer to provide a positive review or refrain from a negative review
  • selectively remove or edit reviews, particularly negative reviews, for commercial or promotional reasons.

http://www.accc.gov.au/accc-book/printer-friendly/29527

There’s a directory agency based in Sydney selling a service of getting real reviews. Their offering is they take away the hassle of getting good reviews and manage the process on your behalf. Sounds great until you read the fine print – they incentivise every single review by telling customers they go into a draw to win a prize.

Google, Yelp and many of the other review sites clearly state in their terms you’re not to incentivise. And most countries have legislation that states similar, either explicitly or in vague enough wording they can make the law apply if they want to.

Conflict of interest
Maps user contributed content is most valuable when it is honest and unbiased. Examples of disallowed practices include, but are not limited to:

  • Reviewing your own business.
  • Posting content about a current or former employment experience.
  • Posting content about a competitor to manipulate their ratings.

Prohibited and Restricted Content

Don’t ask customers for reviews: Don’t ask your customers to review your business on Yelp.
http://www.yelp.com/guidelines

But here’s the thing – at some point it’s going to bite you.

When the ACCC or other governing bodies such as the ADA get involved, the agency that posted the fake reviews will go to ground, and the business owner will be in serious financial trouble. In the case of two companies, 145,000 worth of trouble, plus legal fees.

And it’s more than just the overseers – what happens when someone’s experience totally contradicts the glowing reviews? What happens when you get called out? Even more damage to your reputation…

So what should you do? How do you get good reviews?

Great.Customer.Service.

Too simple, isn’t it? Just so simple you want to overlook it.

Don’t.

If you want, you can let people know through simple, tasteful signage at the register, your front door, your website, or on the tables that you’re open to receiving reviews.

Then, if you really want to be good at this… respond to the reviews – all of them. Good and bad.

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Customer reviews under review

greedAs local businesses become more aware of how important reviews are for the future of their business, sites like Yelp, Google, TrueLocal and womo become a key part of their marketing mix.

For all the good those sites do, there’s always someone who tries to game a system. And sadly, that happens on both sides of the fence – the ones who make the system and those who use it.

Yelp is a global giant in the online-reviews space. In the past, they’ve been accused of really bad behaviour in the USA. Here in Australia we should fare a little better because Yelp has partnered with Sensis. I haven’t heard of any nastiness here in down under.

On the other side of the coin, a few weeks ago Yelp sued a bankruptcy lawyer for posting fake reviews (called astroturfing).  And another review site, Edmonds.com successfully sued an online reputation marketing firm in Texas for the same thing, posting fake reviews on 15 review sites, including its own.

It’s no surprise to learn lawsuits (in the US anyway) fly left right and centre. When the greed gland gets involved, the only ones that really win are the lawyers.

The point that irks me is the real losers here are not the plaintiffs or the defendants. It’s everyday people – people just like you, just like me.

In Australia, the ACCC is targeting businesses who are astroturfing –

“The ACCC has made online competition and consumer issues a compliance and enforcement priority… Consumer protection matters on our radar include fake online reviews, group buying websites, price comparison websites, unfair contract terms online, product safety online, and consumer guarantee rights.” Charmian, Rod Sims

Personally, I’m looking forward to the ACCC prosecuting someone. I hope their statement isn’t just sabre-rattling. I’m seeing obviously fake reviews being shown out there on Australian businesses, and chances are you are too. Whether it’s the business owner or a competitor or ex-employee, this silliness needs to stop.

Real businesses, real livelihoods, real families are being impacted.

As my son would say, “not cool”

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Get ready for Zagat, Melbourne

Never heard of Zagat? Don’t sweat, it is relatively new to Australia. So new in fact, the first ever voting period for Sydney restaurants and Sydney attractions only launched on May 21, 2012.

So what is Zagat?

Zagat is an online review site which combines the opinions of your customers to provide an overall profile of your business if it fit into one of the following categories: restaurant, nightspot, hotel, attractions and other leisure activities.

What makes this review site is different from others is that it combines multiple rankings on a number scales.  It also pulls key phrases which appear on a number of reviewer comments, and it also averages  pricing. A restaurant for example could have four different scores – one each for food, decor, service, and the average bill total.  A hotel would have one rating each for rooms, service, dining and public facilities.

At the time of writing the review sections for Sydney attractions and restaurants are open. In July Zagat will open to Sydney nightlife and shopping as well as Melbourne restaurants and attractions. In November Melbourne shopping reviews will open.

Why is Zagat important to local businesses?

Zagat is a critical source of user reviews Google uses in your local Google places listing. It also impacts what shows on your Google plus page for your business. You may have already noticed Google has combined your Google maps places page with a Google business page and calls it a Google+ Local page.  The new layout puts much more emphasis on photos and reviews.  And the reviews follows along the Zagat scoring lines, with reviews no longer being stars, rather a rating from 0-3.  It also means reviewers are forced to have a Google+ profile.

Google is still rolling out changes,  so how this will work for all local business (especially service-based businesses) is not yet clear.  The good news is, you still manage your account three you Google places dashboard – for now. Google states if you don’t currently have a Google plus page to your business now would be a good time to set one up.  If you already have one, they say to “stay tuned”.

We await with baited breath…