The importance of online reviews for local search rankings has been steadily recognised over the years. As of 2023, review signals, which include the quality, recency, and diversity of reviews, account for approximately 16% of Google's local search ranking factors. This slight decrease from 17% in 2021 indicates a broadening in the importance of other ranking signals but still underscores the significant impact of reviews on a business's online visibility​​.

Maintaining a complete and optimised Google Business Profile (GBP) is also essential, as highlighted by data from Google which states that customers are 70% more likely to visit businesses with a complete profile. Notably, actions that directly influence rankings include setting the primary GBP category and using keywords on the GBP landing page, amongst others​​.

Moreover, the method of managing and soliciting reviews plays a crucial role in enhancing a business's reputation and search rankings. Surprisingly, simply asking customers for reviews can be highly effective, with 57% of consumers indicating they would leave a review if asked personally, and 51% would do so if prompted via email or SMS. This finding emphasises the value of proactive review management strategies in boosting both a business's reputation and its search engine performance​​.

These insights suggest that businesses should not only focus on generating positive reviews but also engage actively with their review profile across multiple platforms. By doing so, they can significantly improve their search visibility, attract more customers, and ultimately drive higher revenue.