Google reviews are one of the most powerful ways to boost the online presence, reputation, and credibility of small businesses. They help small businesses:
- Attract more customers
- Increase sales
- Improve customer satisfaction
This is especially important while many continue to struggle to recover from the economic impact of the 2020 pandemic and other barriers to success. In this blog post, we will explain how Google reviews work, what matters to Google, and what most helps small businesses we love.
US Small Business Statistics
In the United States (US), small businesses are frequently cited as the backbone of our economy and our communities. We provide jobs, services, products, and opportunities for millions of people across the country. According to the US Small Business Administration (SBA), there are more than 33 million small businesses in the US accounting for 99.9% of all businesses and 47.5% of private-sector employment. Women own 43.2% of American businesses, and members of racial minority groups own 19.4% of them. Most of these businesses owned by historically oppressed groups are small businesses, not the 0.1%.
Barriers to Success for Marginalized Groups
Women, people of color, veterans, people with disabilities, and individuals identifying as LGBTQIA+ often encounter:
- Discrimination
- Lack of access to capital
- Limited visibility
According to a report by the Federal Reserve Bank of New York, minority-owned businesses were more likely to report financial challenges, lower revenues, and weaker credit profiles than white-owned businesses. Similarly, a 2019 HSBC Global Private Banking survey found that 46 percent of American women entrepreneurs experienced gender bias when trying to raise capital.
In the U.S. economy alone, if female labor market participation grew to the levels seen in other developed economies, the economy could receive a $1 trillion boost over the next 10 years. – US Senate Commission on Entrepreneurship and Small Business
Google reviews can help small businesses we love build ramps over systemic obstacles like these.
How Google Reviews Work
To make it easier for customers to find them, small businesses create and manage online profiles on Google Search and Maps. Google My Business is a free tool within these that allows customers to give ratings and feedback. Customers can rate businesses from one to five stars, write comments, upload photos, and answer questions. Businesses can also respond to reviews, thank customers, and address any issues or concerns.
Google reviews are visible to anyone who searches for the business on Google or Google Maps. They can also influence the ranking of the business in local search results, which can affect how many potential customers see the business online. According to a survey by BrightLocal, 77% of consumers read online reviews for local businesses. When you review a small business you love on Google, you help others find them.
What Matters to Google
Google wants to provide the best and most relevant information to its users, so it has certain criteria that it uses to evaluate and rank the usefulness of reviews. Some of the factors that matter to Google are:
- Quality. Google looks for reviews that are honest, helpful, and detailed. If yours is too short, vague, or spammy, it might not be displayed or it might be removed. Reviews that include photos, videos, or keywords related to our businesses may also have more weight than reviews that don’t.
- Recency. Because much can change in a business over time, reviews that are older than a year may not be as relevant or accurate as newer ones.
- Quantity. Businesses that have more reviews tend to rank higher than businesses that have fewer reviews. However, quality and recency are also important.
- Relevance. Google also takes into account how relevant the reviews are to the user’s query and location. Reviews that are more relevant to what the user is looking for or where the user is located has more impact. Users can also upvote or downvote reviews that they find useful or not, which can affect the visibility and ranking of the reviews.
- Responses. We respond to our reviews to show you that we care about you and value your feedback. It’s a bonus that Google likes when we do this.
What Matters to the Small Businesses You Love
Google reviews can have a significant impact on the success and growth of small businesses, especially those owned by historically oppressed groups. Some of the benefits that Google reviews can bring to the small business are:
- Reaching more clients and customers we can serve well. Positive reviews, high ratings, and good visibility on Google helps small businesses stand out from their larger competitors and attract more clicks, calls, and visits.
- Building trust and credibility. Authentic and verified reviews from real customers can showcase our quality, value, and reputation. They can also help us overcome any negative stereotypes or biases we may face due to our identities or backgrounds.
- Increasing sales and revenue. Google reviews can influence the purchase decisions and behavior of customers. According to a study by Harvard Business School, a one-star increase in Yelp rating can lead to a 5-9% increase in revenue for independent restaurants. Google has a similar impact.
- Improving customer satisfaction and loyalty. Feedback can be used to improve our products, services, and processes. Your input helps us identify our strengths and weaknesses, and make changes accordingly. It also gives us another opportunity to show our appreciation for your business.
Conclusion
Google reviews are a powerful tool that can help small businesses we love succeed and grow. They can help small businesses boost their online presence, reputation, and credibility, reach more customers, increase sales, and improve customer satisfaction. They can also help small businesses overcome the challenges and barriers that they face due to their identity or background, and showcase their unique value and contribution to the society.