What are review signals

Review signals are the parts of online reviews that search engines look at when ranking local businesses. These include the total number of reviews, the average star rating, and how recent the reviews are. Search engines like Google use this data to check how trusted, popular, and relevant a business is in its area.

Why review signals matter for local SEO

In Google’s local ranking system, there are three main factors: relevance, distance, and prominence. Review signals fall under prominence. Google confirms that more reviews and positive ratings can help a business rank higher in local results.

As more people now read reviews before choosing a service, search engines have started giving more value to review quality. A business with many good reviews is seen as more reliable, which helps it show up higher in local searches.

How review signals compare with other ranking factors

Review signals are now among the top factors in local SEO, along with things like business profile details, backlinks, on-page content, and citation accuracy. Over the years, their impact has grown because of changes in search algorithms and the rising need for online trust.

Strong reviews not only help search rankings but also attract more real-life visitors. Businesses that manage their online feedback well often gain both visibility and credibility in their local area.

How local search ranking works

Local search rankings are based on signals like relevance, distance, and prominence. These help search engines decide which businesses to show. Review signals play a growing role under the prominence category.

Key components of local search rankings

Local search results, like Google’s map pack and local finder, are based on signals that help match a business with a user’s search and location. Google uses three main signals to do this:

• Relevance – how well a Business Profile fits the search query
• Distance – how close the business is to the user or the searched area
• Prominence – how well-known and trusted the business is

Where review signals fit in

Under prominence, search engines check signals from across the web. These include backlinks, directory listings, articles, and most importantly, customer reviews. A business with many good reviews is seen as more credible and popular, which helps boost its local visibility.

Survey data and expert analysis

SEO experts have grouped ranking factors into different categories. In Moz’s Local Search Ranking Factors survey (now led by Whitespark), the major factor groups include:- Business profile (Google My Business) signals , Link signals , Review signals , On-page signals

In 2018, review signals were already one of the top-ranking groups. By 2020–2021, experts estimated they made up about 15% of the Google local pack algorithm, while business profile data accounted for around 33%.

Growth of review signal weight

Several analyses show that the weight of review signals has grown over time. One study found a 17% increase in influence year-over-year, and a 42% increase over a three-year span. This rise reflects how search engines now place more value on real customer feedback when deciding what local businesses to show.

How reviews affect local search ranking

Review signals help search engines judge how trusted and well-liked a business is. Metrics like review count, ratings, and review speed play a key role in boosting local search visibility.

How search engines use review signals

Review signals include data points like the number of reviews, average rating, review speed, and variety of feedback. Search engines use these signals to understand how trusted, popular, and relevant a business is in its area.

Google clearly says that more reviews and higher ratings can help improve a business’s local ranking. If two businesses are similar in relevance and distance, the one with stronger review signals is more likely to appear higher in the local results.

Why review signals affect prominence

Google groups review data under the prominence category. This includes signals that show how well a business is known in the real world. For example, a hotel with many 5-star reviews will rank better than one with few or negative reviews. This helps the algorithm highlight landmarks, popular places, and highly rated local businesses.

Review signals help search engines find businesses that people like and trust. These positive signs make it easier for Google to choose which results to show on top.

Industry research on review signal weight

In Whitespark’s 2023 Local Search Ranking Factors report, review-related signals were rated as one of the most powerful factors in Google’s local pack. Experts highlighted:

• Review quantity
• Review velocity (how fast reviews come in)
• Review diversity (from different users)

Although Google does not share the exact weight, many experts estimate review signals hold about 15% influence in local rankings. This number has increased over the years.

In one 2020 analysis, researchers noted that review signals not only boost ranking but also drive conversions, meaning searchers are more likely to pick businesses with strong reviews.

Reviews create a positive feedback loop

Good reviews help a business rank better. When a business ranks higher, more people see it and are likely to visit or leave more reviews. This forms a cycle of growth, where visibility and reputation support each other.

While most findings come from expert surveys and independent research, they match Google’s public guidance. This supports the idea that review management is a key part of local SEO strategy for businesses today.

What counts as a review signal in local search

Search engines use review signals to judge how strong a business’s online reputation is. These signals are not a single score but a group of different review-related factors. Each one adds a different layer of meaning to how trusted, active, and relevant a business appears in local results.

Review quantity

Review quantity is the total number of reviews a business has. More reviews show broader customer engagement and help build trust. Google confirms that review count directly affects local ranking. A business with many reviews usually ranks higher than one with very few, assuming other factors are similar.

Having just a few reviews may not be enough. On platforms like Yelp, listings with zero reviews are often pushed down or excluded entirely. A healthy review count has become a basic need for visibility in local search.

Review score (average rating)

Review score refers to the business’s average star rating. A higher rating, such as 4.5 out of 5, signals strong customer satisfaction. According to Google, higher ratings can improve local ranking.

However, review quantity and quality must go hand in hand. A large number of low-rated reviews can reduce trust. In local SEO studies, high numerical ratings (usually 4–5 stars) have been flagged as major factors in map pack visibility.

Review velocity and recency

Review velocity is the speed at which a business gets new reviews. Review recency is how recent those reviews are. Together, they show that a business is active and still attracting customers.

Search engines favour businesses with a steady flow of fresh reviews. This steady pace shows consistency and ongoing service. If the last review is months or years old, visibility can drop. Local SEO reports highlight “sustained influx of reviews” as a key signal for staying relevant in rankings.

Review content and keywords

The text of the review also plays a part. It often mentions services, locations, or products, which can add useful keywords and context. While keyword use in reviews is debated, some research shows that having target keywords naturally appear in reviews may help improve relevance.

Still, most experts agree that getting regular reviews matters more than trying to force keywords into them. Overstuffing or unnatural mentions do not work and can harm trust. Search engines are more likely to use review content for justifications in search results than for ranking boosts alone.

Review diversity

Review diversity looks at how many different platforms a business is reviewed on. A strong presence across sites like Google, Yelp, Facebook, and industry-specific directories adds credibility.

Google’s algorithm scans the web for mentions “across the web,” including third-party review sites. This cross-platform reputation strengthens prominence signals. Still, Google’s own platform carries the most weight, so diversity is valuable in addition to, not in place of, Google reviews.

Reviewer credibility

Some platforms check how trustworthy a reviewer is. Yelp, for example, assigns Elite status to reliable users and may filter out suspicious reviews. Google also uses spam filters to spot fake accounts or repeat patterns.

Even if not officially stated, reviews from real, active users carry more weight. Patterns of fake or shady reviews can lead to filtering or even a ranking drop.

Review response and engagement

While review responses do not directly improve rankings, they still matter. Google encourages businesses to reply to reviews as part of profile management. Timely, respectful replies show that a business is active and customer-focused.

Experts believe that businesses that engage with reviews tend to earn more trust and better reviews over time. This can lead to higher click-through rates, which may influence ranking through behavioral signals.

How review signals work across different platforms

Review signals across search platforms

Review signals affect how businesses appear across all local search platforms. While Google is the most used, platforms like Bing, Apple Maps, Yelp, and others also use ratings and review counts to sort results. Each system reads these signals differently, but the goal is the same: to show trusted and relevant local businesses.

Google

Google relies mainly on Google Business Profile reviews. The number of reviews and the average rating both impact local pack and Maps rankings. These reviews are shown with each listing and affect how likely users are to click.

Google may also consider third-party reviews, such as those from Facebook or TripAdvisor, in its prominence score. Older versions of Google’s Knowledge Panel included “reviews from around the web,” showing Google does scan other sites, even if its own reviews carry the most weight.

In countries like India, where Yelp is not widely used, businesses focus on building Google reviews as the core of local SEO.

Bing

Bing also displays local listings with maps and ratings, though it does not have its own review system. It pulls review data from other sites, mainly Yelp. For many U.S. businesses, Bing listings include Yelp stars and snippets.

Over time, Bing has also included reviews from Facebook and other sources. Bing likely uses review volume and sentiment to rank listings, though its exact algorithm is not public. Businesses hoping to rank in Bing should maintain active review profiles on platforms Bing uses, especially Yelp.

Apple Maps

Apple Maps shows ratings and reviews from Yelp, TripAdvisor, and Foursquare. In 2021, Apple introduced a basic rating system with thumbs-up/down, but most listings still depend on third-party reviews.

For example, if a restaurant has strong Yelp ratings, it will likely appear higher in Apple Maps. This is especially true in the United States. Apple Maps likely uses a relevance-distance-prominence model, with prominence based on outside reviews.

Businesses wanting to rank in Apple Maps should focus on review platforms that Apple connects with, especially Yelp and TripAdvisor.

Yelp

Yelp is both a review platform and a local search engine. Its internal ranking is heavily based on:

• Review count
• Star rating
• Recency of reviews
• Reviewer credibility
• Review quality and keyword match

Yelp’s sort option, called “Best Match,” weighs these signals. Yelp also filters low-quality or suspicious reviews, and those do not count toward public ratings.

A business with fewer but recent and well-written reviews may rank above one with more but older reviews. Yelp also plays a role in Bing and Apple Maps, making it a high-impact review source.

Other platforms

Several other services use reviews to shape search results:

• Facebook: Businesses get visibility based on the number of recommendations and overall sentiment.
• TripAdvisor: Rankings for hotels, restaurants, and attractions rely on review volume and rating, shaped by its own Traveler Ranking system.
• Google Local Services Ads (LSA): Even in paid local results, review count and star rating affect where a business appears.
• Niche directories: Sites like Zomato, Angi, HomeAdvisor, and others also rank businesses based on user reviews.

Each platform’s method is slightly different, but the presence of strong reviews helps a business gain visibility and trust.

Global and regional differences

In some regions, local players matter more. For example:

• China: Platforms like Baidu Maps or Gaode (Amap) have their own review systems.
• India: Tools like MapmyIndia may integrate with third-party review data, but Google remains dominant.

Still, the top global platforms—Google, Yelp, Apple, Facebook, and TripAdvisor—shape the standards most other systems follow.

Common problems and good practices for using reviews

Using review signals effectively comes with both rewards and risks. Businesses must handle negative feedback, avoid fake reviews, and follow fair practices to build a strong, trusted profile that supports local search visibility.

Managing negative or mixed feedback

Even well-run businesses receive negative reviews sometimes. A few low ratings will not harm visibility much, but repeated poor feedback can lower the average rating and hurt local ranking. A steady average above 4 stars, backed by a good number of reviews, is usually seen as strong.

Google recommends replying to reviews to show you value customer input. While replying does not directly affect rank, it helps with conversions and builds trust. A thoughtful response to a poor review can reduce its negative effect and signals that the business is active and professional.

Fighting fake reviews and review spam

Because reviews influence rankings, some businesses have tried to cheat the system. Fake positive reviews or fake negative attacks on competitors are not allowed. Platforms like Google and Yelp have strong filters to detect and remove such reviews.

In 2023, Google started adding public messages when fake reviews are removed. For example, it might show “Suspected fake reviews were recently removed from this profile.” These warnings lower trust and visibility. Yelp also filters out inauthentic reviews and penalizes businesses that break review guidelines.

Getting genuine reviews the right way

The best way to earn review signals is to ask real customers for honest feedback. Google allows businesses to share a direct review link, as long as they do not filter who gets it. Practices like review gating—asking only happy customers to post—are against policy.

It helps to ask all customers politely, possibly at checkout or after service, with a note that reviews help others find the business. This open approach builds trust and supports long-term visibility.

Importance of review flow and freshness

Search platforms prefer businesses that collect reviews consistently. This review velocity shows the business is active and still serving customers. Newer reviews also carry more weight with users and some platforms.

For example, Yelp’s ranking often gives more value to recent reviews, so it helps to keep feedback coming in week by week. A listing with only old reviews may drop in visibility.

Diversifying across review platforms

While Google reviews matter most for local SEO, other platforms also play a role. If Yelp, Facebook, or industry-specific sites matter in your market, it is helpful to ask for reviews there too. Just make sure each review is unique. Do not ask customers to copy the same review to different sites.

Each platform has its own audience and weight. A well-rounded presence helps increase a business’s overall online prominence.

Monitoring and responding regularly

It is important to check for new reviews often, either with alerts or by manually reviewing profiles. Thanking customers for good reviews builds loyalty. For negative reviews, replying with an apology and a solution can turn things around. Some reviewers even update their rating if they feel heard.

If many reviews mention the same issue—like slow service or product defects—those insights should lead to internal changes. Businesses that fix problems based on real feedback often see higher ratings over time.

Conversion benefits beyond ranking

A strong review profile does more than help with ranking. It also drives clicks. If a business ranks first but has a weak star rating, people may scroll past. Review quality affects conversion as much as visibility.

Experts have noted that in recent years, reviews are more important than ever. Customers rely on them to choose businesses in both everyday and high-stakes decisions. Good reviews build trust, which brings more traffic, better rankings, and more customers.