How to fairly and effectively collect Google reviews

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Modern businesses are increasingly aware that consumer reviews can be a key factor in achieving success, as they provide valuable insights for improving products, services, and overall business practices, forming a foundation for the development and innovation of any enterprise. Moreover, a high average rating and a large number of positive reviews are now one of the main criteria for a company’s selection in the eyes of potential clients, with Google Maps being the most popular platform for their review. The following article looks at different types of feedback and their impact on business operations. You will also learn how businesses can manage Google reviews and feedback to prosper and how to effectively gather feedback from customers on this platform.

Google Reviews – an advantage in the world of ratings and reviews

The internet has evolved into not only a global communication arena but also a significant hub for the exchange of experiences and opinions. Online platforms specializing in publishing reviews have become important, transforming into key tools supporting consumers’ decision-making processes. Locally, Google has emerged as a leader for years, offering not just search engine functions but also an integrated environment of reviews that is widely available and extensively used, mainly in the realm of purchasing products and using brick-and-mortar services. Google reviews often serve as the first point of reference for potential customers seeking information about a business and what it offers. They are displayed directly in search results, increasing their visibility and accessibility. For many users, Google reviews are considered a very credible source of information, as they are based on the real experiences of other consumers. Consequently, business owners – both those of small businesses with one or a few locations, as well as huge retail chains managing hundreds of stores – should strategically manage their presence in the Google review system. Actively acquiring reviews, monitoring comments, and responding to them are key elements in building a brand’s reputation and increasing its online visibility. In the digital age, where access to information is unlimited and purchasing decisions are often made based on online recommendations, effectively managing Google reviews can be a decisive factor in achieving business success.

Why are Google reviews so important for the listings?

A large number of positive reviews significantly influence a business’s listing position in Google search results, as they are interpreted by algorithms as a signal of trust and brand popularity. Keywords used in reviews are also significant, helping Google’s algorithms understand the context of the business’s activity and match it to relevant user queries. Therefore, encouraging the leaving of reviews, which are further characterized by appropriate keywords, can significantly impact the increase of a business’s listing position in local search results, thereby contributing to an increase in foot traffic. This is evident in the screenshot below, where Google explains that it has shown a business listing high in search results precisely because it contains a review responding to the searched phrase.

Managing Google reviews and feedback as a key to a company’s prosperity

Customer feedback is a crucial element in the development of every business and represents an invaluable source of knowledge for companies regarding the continuous improvement of various areas of activity. Positive reviews not only motivate the team but also highlight the strengths of the enterprise, which can be effectively used in marketing activities. On the other hand, negative comments, though they may seem difficult to swallow, are in reality an excellent opportunity for improving services and offers. They provide valuable knowledge about shortcomings in the company and indicate areas requiring improvement.

The key is to regularly review and analyze all Google reviews, both positive and negative. Expressing gratitude for positive feedback shows customers that they are appreciated and are important to the company. Meanwhile, a quick and constructive response to criticism demonstrates the company’s commitment to solving problems and striving for excellence. Both cases, through appropriate responses, present an excellent opportunity to build a deeper relationship with the customer. Actively encouraging consumers to share their Google reviews and making this process easy and intuitive is equally important.

As a result, the proper use of feedback from customers allows for adapting and improving the offer, leading to the strengthening of the company’s market position, building customer loyalty, and offering the highest quality products and services. Regular dialogue with customers and preventative action in case of recurring problems are the foundation of lasting business relationships and the success of the company in a competitive market.

Effective ways to obtain Google reviews


Companies that want to increase the number of reviews and Google feedback they receive from customers should actively ask for their suggestions and comments. The most effective method is the traditional issuing of a request by a customer service employee for a Google review immediately after the transaction is completed. However, a significant problem is that this method requires a considerable amount of energy and commitment from the team. Direct contact with the customer is time-consuming, making it very demanding to scale this process as the number of customers increases. To achieve better results, companies can automate this process by sending a request for feedback to people who have made purchases in physical locations, along with a link to the relevant business listing in Google Maps. By leveraging technological capabilities, they can do this effectively in one or many of the following ways.

Push Notifications

Push notifications are extremely useful for purchases made in physical stores. This technology can be used when the customer has a loyalty card in a mobile app. After scanning such a card, a notification can appear immediately or after some time, e.g., an hour later, when the customer is likely to be at home, which increases the probability of posting a Google review.

Email

Email is a classic and proven communication tool with customers, ideal for distributing requests to write reviews or leave Google opinions. For physical store purchases, the email can be sent when the customer uses the loyalty program in the store, and the company has their email address and consent for marketing contact.

Text Message

Text messages are known for their high effectiveness in distributing requests for feedback and Google opinions. With short text messages, businesses can reach a wide audience in a very short time. Contacting the customer via SMS is possible when they used a loyalty program during the purchase, and the company has their phone number and consent for marketing contact via this channel. This method is highly effective but also the most expensive on this list.

QR Code

QR codes have been widely used in business since they can be scanned using a built-in smartphone camera (without needing to install a separate app) and are used by millions. They are particularly useful for collecting reviews and Google opinions from customers in stores and physical locations. Such a code can be placed on a receipt, a flyer given during purchases, a poster, or a stand at the checkout. This is the cheapest solution, but it requires initiative on the part of the customers, so it usually has a slightly lower conversion rate.

The best results are achieved by companies that can afford to use all or several of the above channels, choosing them depending on the resources they have, such as a loyalty program or mobile app, and context (online vs offline).

A very useful and unique technological solution designed to handle the process of obtaining feedback and consumer opinions is the Review Booster, combining the process of obtaining feedback with the process of obtaining publicly visible ratings and reviews from customers (e.g., in Google Maps). Upon entering the link, which can be delivered through any of the aforementioned channels, a user-friendly and intuitive survey allows the customer to provide feedback on aspects such as service quality, product range, price, etc. Customers who are most satisfied, and thus have the greatest potential to become brand promoters, are asked to share a public review, while those who are dissatisfied for some reason can convey their comments directly to the customer service department.

This organized process simultaneously maximizes the number of positive reviews, minimizes the number of negative reviews, and allows all customers to provide their feedback, so the company can respond to it. This is a response to the problem that dissatisfied customers who want to convey their observations to the company but do not have an appropriate tool end up posting negative reviews on Google Maps. Many of these individuals do not intend to publicly criticize the company and damage its image but do so due to a lack of an easily accessible alternative.