Reviews have always been important, but as Google continues to roll out algorithm updates and AI takes a front seat in how results are generated, they’ve become non-negotiable. For businesses competing in local search and emerging AI Overviews, your review strategy can now make or break your visibility.
Why Reviews Matter More Than Ever
Years ago, ten Google Business Profile reviews were enough to give your listing a noticeable lift. But today, the benchmark has changed. Google’s ranking systems, and AI models like ChatGPT, Perplexity, and Claude, now analyze signals like review frequency, freshness, and sentiment to assess your business’s credibility.
It all comes back to E-E-A-T: Experience, Expertise, Authoritativeness, and Trustworthiness. Recent, authentic reviews signal all four to both algorithms and human users.
If it’s been more than three months since your last review, your business may appear less active. Search engines want to see signs of consistent customer engagement, proof that your business is delivering ongoing value.
The AI Shift: Reviews in AI Overviews
As AI Overviews (AIOs) and generative search results become more common, reviews play a new role. AI models pull from aggregated reputation data (not just Google, but also Yelp, Facebook, and niche directories) to summarize which businesses are “most trusted” or “highly rated.”
That means businesses with recent, keyword-rich reviews are more likely to appear in AI-generated summaries. What are keyword-rich reviews? Those that feature the language users are typing into the search bar or AI tools when looking for a specific product or service. “They did an amazing job painting our living room.” Or, “They’re the best bakery for custom birthday cakes in Philly.”
Industry Matters: Frequency and Volume Expectations
There’s no universal “magic number” of reviews. Each industry has different customer volumes and buying cycles:
- High-volume businesses (restaurants, painters, autobody shops) should expect frequent reviews.
- Low-volume or project-based businesses (IT firms, custom home builders) can focus on quality and detail over quantity.
The key is steady momentum. Aim for a few new reviews every month rather than big bursts a few times per year.
Who Can Leave A Business Review?
Anyone who has worked with your business in a professional manner and sees how you operate with your customers can leave you a review. Customers are a no-brainer. But if you’ve ever given a consultation or advice related to the services your business offers, worked with contractors on client projects, coordinated services with other vendors, or collaborated on a project with other businesses, you can ask them for a review.
Who Shouldn’t Leave A Business Review?
Unless you’ve provided a service to them, friends and family, your networking group, or even your digital marketing vendor, shouldn’t leave you a review.
How Can I Generate Reviews?
Asking is half the battle! For SEO clients, we put the URL to your Google Review in your report, but you can always ask your account manager for that link. If you’re not our client or not working with us for SEO, go to your Google Business Profile and click get reviews to copy the short link. Once you have that link, you can email your clients to ask for reviews.
Don’t have the bandwidth to stay on top of asking for reviews? We offer review generation services that take the stress out of requesting reviews. Ask your account manager for more information!
Where to Focus Your Reviews
Start with Google and Facebook — these platforms hold the most weight for both SEO and AI Overviews.
- Google Reviews influence local rankings and map visibility.
- Facebook Reviews strengthen social proof and brand trust.
Once you’re consistently collecting on those, expand to industry-specific platforms like Houzz, HomeAdvisor, or Trustpilot, depending on your niche.
What Not to Do
- Don’t ask for reviews on Yelp. Yelp’s policy strictly forbids soliciting reviews and may filter out those perceived as “requested.”
- Don’t incentivize reviews. Offering discounts, prizes, or freebies violates Google’s guidelines and can lead to review removal or account suspension.
Reviews for National & Ecommerce Businesses
If your business serves customers nationwide or operates solely online, reviews are just as vital, but the strategy looks different. Instead of focusing on local map visibility, your goal is to build brand-wide authority, trust signals, and user-generated content (UGC) that search engines and AI models can associate with your products or services.
Ecommerce Reviews: Beyond the Star Rating
For ecommerce brands, reviews act as both social proof and structured SEO data. Each review adds keywords, authentic phrasing, and engagement signals that reinforce your product’s value to both potential customers and the algorithms.
Focus your review efforts on:
- Product Pages. Every product should feature its own review section (with Schema). These reviews contribute to on-page SEO, improve conversion rates, and help your products qualify for rich results (stars in search snippets).
- Influencer & Social Proof Content. Reviews don’t have to live only on your site. Partnering with influencers on Instagram, Facebook, TikTok, and YouTube extends your credibility into the social ecosystem where your customers spend time. AI systems reference these social signals when determining brand relevance.
- Review Blogs and Articles. Collaborate with niche bloggers who write long-form product reviews. These backlinks and brand mentions reinforce authority and can appear in AI Overviews summarizing “top-rated” or “best-in-category” products.
- Reddit & Other Forums. Communities like Reddit or niche forums are trusted spaces for authentic user feedback. A natural presence there can lead to organic mentions that reinforce your brand’s reputation across the web.
- Third-Party & Industry-Specific Sites. Depending on your niche, reviews on the Better Business Bureau (BBB), Trustpilot, G2, Capterra, or industry-specific directories can strengthen your overall credibility and may even rank independently for branded searches.
National & Service-Based Businesses
For national service brands, the key is building trust.
- Third-Party Platforms. Sites like BBB, Trustpilot, or Clutch (for B2B businesses) remain strong review hubs, so mentions of your business on these platforms strengthen your brand’s perceived legitimacy.
- Industry Mentions & PR. Getting featured in trade publications or industry blogs also contributes to your online reputation. These mentions act as expert endorsements that AI and search engines consider part of your brand’s EEAT profile.
- Reddit, Quora & Forums. Authentic discussions about your business or services in these communities create organic trust signals. These can show up in AI-generated summaries (“Users on Reddit recommend…”) and are difficult for competitors to fake.
- Showcasing Reviews on Your Website. Build a testimonials or “Customer Success Stories” section on your site. Embedding Google or third-party reviews directly helps search engines connect off-site reputation with your domain, boosting your overall authority.
The Bottom Line
Reviews aren’t just about reputation anymore; they’re part of your SEO and AIO strategy.
October 9, 2025