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Fake Reviews, Perilous or Genius?

Last Updated: December 11, 2024

You already know how important reviews are. But sometimes, the temptation to “game the system” with fake reviews can feel irresistible. Whether it’s writing reviews yourself, enlisting friends and family, or outright buying them, it might seem like a clever shortcut. Spoiler alert: it’s not.

Here’s our take, based on years of dealing with Google Business Profiles (GBPs), reinstating suspended profiles, recovering lost reviews, and navigating Google’s systems in general.

Fake Reviews Are Shockingly Easy to Detect

Sure, creating a 2 or 3 fake reviews will likely fly under the radar. However, 2 or 3 reviews are neither worth policing, nor likely to do much of anything to help your rating. They will, however, contribute to getting you flagged and your listing suspended if/when you manage to get noticed by the Google police.

Here’s some examples of how simple it is to detect review fraud:

Rate of Acquisition

With millions of GBPs to analyze, Google knows exactly how many reviews businesses like yours typically receive over time. If a roofing company suddenly accumulates reviews at a rate 20 times faster than average, it’s a glaring red flag. No roofing crew is doing 15 jobs a day and getting all those clients to leave glowing reviews.

If you buy fake reviews, you’ll end up with a very unnatural surge of review activity. Since computer systems are very good at monitoring simple data flows like the raw volume of reviews and the rate of change in review acquisition, this type of fraud is incredibly easy to detect.

IP and GPS Data

Google can track where reviews are coming from. If your Florida-based business gets reviews from accounts in California or another country, it’s highly suspicious. If multiple reviews are coming from the same IP address, it’s an outright statistical impossibility—and your GBP could be suspended almost immediately.

Reviewer Account History

Google analyzes reviewer accounts to detect patterns. Accounts created recently with no activity other than leaving one glowing review for your business are major red flags. Similarly, accounts with no real connection to your service area scream fraud.

Text Analysis

Fake reviews often lack authenticity. They’re usually vague, overly promotional, and filled with keywords rather than genuine observations. Real reviews tend to mention specific employees, services, or unique experiences. Google’s AI can identify these patterns, flagging fake reviews with remarkable accuracy.

What Happens When You Get Caught?

The penalties for fake reviews are no joke. At best, Google might delete the fraudulent reviews, wiping out all your efforts. More likely, you’ll manage to both waste your time and/or money AND get your GBP suspended. Depending on how severe the infraction, you might never be able to get your GBP back.

The consequences of fake reviews can be severe. At best, Google may just delete the fraudulent reviews, nullifying all your effort (and possibly expense.) More likely, your GBP will be suspended. Depending on how severely you violated the rules, you might never be able to get your GBP back. We help people recover their profiles every single day as part of our GBP Rescue service, but there are some cases where it’s just impossible. After all, if you offend the company providing you with a free service, you should expect them not to be interested in helping you fix your mess.

The Right Way to Boost Your Reviews

Building a strong online reputation takes a little time and effort, but it’s far safer and more sustainable. We recently dove into some simple ways to build out your reviews and future-proof your reputation in this post. Ultimately, you want to achieve a steady stream of inbound reviews, even if that stream is just a trickle. That’s still massively better than getting a flood of reviews out of nowhere. It reflects a more natural review profile and is almost always the result of having implemented smart business practices that will sustain your growth into the future.

The Bottom Line

Google wants reviews to represent real customer experiences, not clever manipulation. While it might be frustrating to watch others cheat the system, remember that Google’s algorithms are always evolving. Fake reviews may offer short-term gains, but they carry significant long-term risks.

So skip the shortcuts and focus on what really matters—providing excellent service that earns real, glowing reviews. Google will notice, and so will your future customers.

Reviews: Why you MUST get them and tips for getting more of them

Last Updated: December 3, 2024

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Let’s cut to the chase: reviews aren’t just nice to have anymore. They’re a massive piece of the Google rankings game, and potential customers expect to see reviews before committing to a purchase. Getting those reviews can be challenging, but don’t worry—we’ve got some tips to help.

Why Reviews Are Critical for Online Success

Google’s ranking algorithm is heavily influenced by reviews. High ratings combined with a solid number of reviews tell Google—and potential customers—that your business is legitimate, reliable, and relevant. So, what’s the “right” number of reviews? The answer is simple: “at least one more than your next-highest competitor.” Of course, this assumes a similar star rating. And as we all know, “simple” doesn’t always mean “easy.”

Whatever you do, don’t fake it. Buying reviews or posting fake ones might seem like a quick fix, but Google can spot this behavior from a mile away. The result? Your listing gets suspended. It’s just not worth the risk.

Why Reviews Matter to Your Customers

It’s not just about algorithms. Reviews are crucial for earning the trust of potential customers. Think about your own habits—when was the last time you booked a service or bought a product without checking the reviews first? In today’s world, where we trust strangers on the internet to guide us in choosing products and services, reviews are a lifeline.

Reviews provide customers with proof of your expertise, reliability, and customer service. They’re a critical part of the decision-making process. While no one is likely to read every single review, they will skim a few—and they’ll definitely consider your star rating. After all, would you eat at a restaurant with a 1-star rating? Would you hire someone to work on your home if they had a 2.3-star rating, and 6 out of their 10 most recent reviews were detailed, angry rants? Probably not.

The Biggest Mistake Business Owners Make

Too often, business owners only start focusing on reviews after receiving a 1-star review. This usually leads to a frantic scramble to gather a few good reviews to “fix” the problem. This reactive approach can tempt you to cut corners—like buying reviews—which, as mentioned, is a terrible idea.

Instead, make reviews part of your everyday process. By consistently gathering positive reviews, you’ll build a cushion of trust. This way, when you inevitably encounter a completely unreasonable customer trying to tank your star rating, it won’t have nearly as much impact.

How to Get Those Sweet, Sweet Reviews

Here are some proven ways to consistently collect reviews:

1. Ask Every Customer, Every Time

After finishing a job, casually ask the customer for a review. Something as simple as, “If you were happy with our work today, we’d really appreciate a quick review!” can work wonders.

Want to sweeten the deal? Offer a small discount if they leave a review on the spot. Customers are far more likely to leave a review while their experience is fresh than if you follow up days later.

2. Make It Easy with a Short Link

Follow up after every job with a direct link to your Google Business Profile review page. Simplify things even further by using a shortened link from a service like bitly.com or tiny.cc. When leaving a review is easy, people are more likely to follow through.

3. Automate with Tools

Services like ReviewStream make the process effortless. Simply upload your customer list, and the tool sends friendly, automated reminders to leave a review. Pro tip: If you sign up for ReviewStream in December 2024, you’ll save 50%! (Yes, that’s a shameless plug, but who doesn’t love a good deal?) Whether you use our service or a similar one, the key is automation—it works for you every day without any extra effort.

4. Don’t Forget Vendors

You don’t have to rely solely on customers for reviews. Vendors and partners you work with can also leave reviews. They may not have purchased your product or service, but they’ve interacted with your business and can validly share their experience. Since they also understand the importance of reviews, they’re often happy to return the favor.

Final Thoughts

Reviews are the backbone of your online reputation. They’re not just about pleasing Google—they’re about building trust with potential customers. By making review collection part of your daily operations, you’ll set your business up for long-term success.

And when that one-star review eventually shows up, you’ll be ready. A strong base of positive reviews will ensure that one unhappy customer doesn’t define your reputation. Keep building those reviews, and watch your business thrive!

Google Partner Badges: Why They Don’t Mean What You Think

Last Updated: November 25, 2024

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If you’ve been burned by marketing companies before, you’re not alone. Small business owners—especially in industries like plumbing, HVAC, landscaping, and others—have long been targeted by slick-talking marketers making big promises. One of the shiniest carrots these companies dangle? The “Google Partner” badge.

It sounds impressive, right? A stamp of approval from the world’s biggest tech company. But here’s the truth: that badge is way easier to get than you think.

Let’s break it down.

What Is a Google Partner Badge, Really?

The Google Partner program is supposed to identify agencies with advanced skills in running Google Ads campaigns. To earn the badge, an agency has to meet three basic requirements:

  1. Spend at least $10,000 on Google Ads over 90 days.
  2. Maintain a 70% optimization score in their ad accounts.
  3. Have 50% of their team certified in Google Ads.

At first glance, this might seem like a rigorous process. But when you look closer, the cracks start to show.

How Easy Is It to Get?

Let’s put it this way: as long as you spend enough money, the rest is child’s play. Here’s why:

1. The Ad Spend ($10,000 over 90 days)

This is the only challenging part. If an agency handles high-budget clients, they can hit this mark with no problem—regardless of whether they’re running campaigns effectively. Google doesn’t care if the money is being wasted on poorly targeted ads. They just care that it’s being spent.

2. The Optimization Score (70%)

This score is shockingly easy to achieve. Google itself tells agencies what to do to improve their score—things like:

  • Running more campaigns (whether they’re strategic or not).
  • Adding broad match keywords (which often lead to wasted clicks).
  • Turning on Google’s automated bidding (which prioritizes spending your money faster).

Following Google’s suggestions will almost always boost your score, but you can just DISMISS them and your score will go up too! Essentially, as long as you RESPOND, positively or negatively, to the suggestion, they give you the optimization points. An optimization score of 70% is effectively nothing more than a participation trophy.

3. The Certifications

Agencies only need 50% of their team certified, and getting certified isn’t as hard as you’d think:

  • The certification exams are free.
  • You can take them as many times as you want.
  • You can find the answers online in about two seconds.

In other words, the person running your campaign might not even be certified, and if they are, there’s no guarantee they know what they’re doing. The test doesn’t measure creativity, strategy, or problem-solving—just how well someone memorized Google’s rulebook.

Why Google Wants It This Way

Let’s not forget who benefits most from the Google Partner program: Google. Their goal isn’t to ensure your campaigns succeed; it’s to get more people to spend more money on ads. As long as agencies:

  • Spend tens of thousands of dollars every quarter, and
  • Don’t let campaigns fall embarrassingly low on performance metrics…

Google wins. The badge exists to give agencies a tool to sell you on their services while giving you the illusion of guaranteed credibility.

What This Means for You

If you’re hiring someone to run your Google Ads campaigns, don’t be dazzled by the badge. It’s no guarantee of expertise, and it certainly doesn’t mean they’ll get you results. Here’s what you should focus on instead:

  • Find out how the billing works. Ideally, there should be two fees. One for managing the campaign, and one for the ad spend. Otherwise, there’s a built-in incentive for the portion the marketing company keeps to grow until $1 before you complain. So you really want to have a clear understanding of how much is spent on each thing. Prospect Genius, for example, charges the management fee directly, and then Google bills directly for the traffic. That way, there’s no possible way to cheat.
  • Ask for case studies. What results have they delivered for businesses like yours?
  • Get transparency. Will they show you the actual performance metrics for your campaigns?
  • Demand a tailored strategy. Cookie-cutter campaigns waste money and fail to deliver meaningful results.

The Bottom Line

The Google Partner badge is little more than a marketing gimmick. It’s not proof of skill, strategy, or even basic competence. It’s a participation badge that rewards spending YOUR money with Google.

If an agency leads with their Google Partner status, ask yourself: What else do they have to offer? Because if they’re relying on that badge to win your trust, they probably don’t have much else to show for themselves.

Don’t Use Your Social Media Profile As Your “Website” in Google Maps

Last Updated: November 18, 2024

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If you’re using your Facebook page as the “website” on your Google Business Profile (GBP), it’s time to make a change, right now! Google’s rules have been tightened up regarding this practice, and failing to follow their guidelines can lead to serious consequences, including suspensions.

What’s the Issue?

  1. Suspensions Are on the Rise
    Google now penalizes businesses that use a social media link—like a Facebook page—in the “website” field of their GBP. This field is specifically for a business’s main website, and misusing it can result in your GBP being flagged or suspended.
  2. Social Links Have a Proper Home
    Google has a dedicated section within the GBP interface for social media links. This is where they want you to include your Facebook, Instagram, or other social profiles—not in the “website” field.
  3. Your Website Is a Ranking Factor
    Having a proper website linked to your GBP isn’t just about compliance—it’s also a ranking signal. A well-structured, relevant website boosts your visibility in local search results. Choosing to leave the “website” field blank means you’re willingly ranking lower than you could.

What’s the Solution?

  1. Link to a Real Website
    If you don’t already have a website, it’s crucial to get one. A simple one-page website is enough to satisfy Google’s requirements and can act as a digital business card for your company.
  2. No More Free Websites From Google
    Google used to offer a free, one-page website option for GBP users. However, this feature was discontinued in early 2024. If you’re relying on this or haven’t replaced it yet, now’s the time to find an alternative.
  3. Consider an Ultra-Affordable Replacement
    Services like Prospect Genius’s GBP Website Replacement can fill the gap left by Google’s free websites. These highly-affordable, single-page sites are designed to meet GBP requirements, look professional, and instead of being a dead-end, they even allow for easy upgrades in the future if your needs grow. This ensures you won’t have to scrap your site and start over, saving you time and money.

The Bottom Line

Using your Facebook page as your “website” in your GBP might seem like a quick fix, but it’s a shortcut that can cost you. Google has clear expectations for where social media links should go, and failing to comply can hurt your GBP visibility—or worse, get your listing suspended.

A proper website is not just a best practice; it’s a necessity. Even a simple, affordable site can make a big difference in your rankings and your customers’ trust.

Don’t risk your GBP status. Update your listing today, and if you need help getting an affordable, compliant website, there are plenty of options out there to make the process quick and easy.

Google Business Profiles: Address-Based, Service-Area, and Hybrid

Last Updated: November 8, 2024

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A Google Business Profile (GBP) is an essential tool for local businesses looking to boost visibility in Google Search and Maps. However, we find there’s a lot of confusion about Google’s rules governing the use of each type of GBP. “There are different types?!” Yeah, that’s usually where the conversation starts…

Google offers different profile types—address-based, service-area, and hybrid—designed to match various business setups. Knowing the differences and rules around each type can help your business to not only appear in relevant searches and attract the right customers, but most-importantly, to avoid the dreaded penalties associated with picking the wrong one for your situation.

Let’s explore these three types of profiles and discuss which one is best suited for your business type.

 

1. Address-Based Google Business Profile

Address-based profiles are designed for businesses with a physical location where customers can visit. By listing a visible address, these profiles can rank highly in searches within that area, making them powerful for businesses aiming to capture nearby customers. This local ranking advantage has led some businesses to use virtual addresses in desirable locations, like city centers, to rank higher—though Google strictly prohibits this practice. Furthermore, they have implemented new verification requirements that make these sorts of tricks effectively impossible to pull off.

Pros:

  • Strong Local Ranking: Address-based profiles rank well for searches close to the listed address. This can be particularly advantageous in high-demand areas, as the business is seen as “established” and easy to locate.
  • Increased Customer Trust: A visible address signals legitimacy and reliability, which can be especially reassuring for customers seeking a physical location.

Considerations:

  • Follow Google’s Rules: Using a virtual address or other tricks to appear in high-traffic areas is now very difficult and can result in severe penalties, including suspension of your profile. It’s crucial to stay within Google’s guidelines to avoid potential setbacks.

 

2. Service-Area Google Business Profile

A service-area business (SAB) profile is ideal for home-based businesses or those that only travel to customers. For industries like plumbing, HVAC, and electrical work, a service-area profile allows you to show your general service radius without displaying an exact address. While not as powerful in local ranking algorithms as an address-based profile, the SAB option gives you the visibility you need while protecting your privacy. After all, you don’t want an upset customer knocking on the door where your kids live…

Pros:

  • Privacy for Home-Based Businesses: You can list a service area instead of an exact location, so potential customers won’t see your home address. This maintains professionalism and privacy, reducing the risk of unexpected visits.
  • Reaches Nearby Customers: Though less powerful than address-based profiles, a well-defined service area helps your business appear in searches within your radius, allowing you to connect with customers in your service zone.

Considerations:

  • Accept Limitations in Search Rankings: Service-area profiles may not rank as highly as address-based profiles for nearby searches. However, using an address for your SAB profile is against Google’s rules and could result in suspension.

 

3. Hybrid Google Business Profile

The hybrid profile is designed for businesses with both a physical location where customers can visit and an on-site service component. Hybrid GBPs show an address while also allowing you to list a service area radius, making them ideal for businesses with a “brick-and-mortar plus” model, like pizza shops with dine-in and delivery or professionals like photographers who work both in-studio and at clients’ locations. Other examples include massage therapists, any type of take-out restaurant with in-store seating (Chinese food for example), or automotive glass repair services.

Pros:

  • Flexible Customer Reach: Hybrid profiles allow businesses to rank for both “near me” searches as well as broader service-area searches, giving you the best of both worlds.
  • Appeals to Diverse Customer Needs: This setup can attract walk-in customers and those looking for services delivered to their door, helping you grow your client base.

Considerations:

  • Only Use If Applicable: Google expects hybrid profiles to accurately reflect businesses that operate in both modes. Trying to use a hybrid model without a genuine physical location or service area can lead to penalties.

 

Final Tips and Best Practices

  1. Stay Within Google’s Guidelines: Attempting to game the system by misrepresenting your address or profile type can result in harsh penalties, including the suspension or removal of your listing. Google’s rules are in place to ensure accurate and helpful results for users, so it’s crucial to adhere to them.
  2. Keep Your Profile Updated: Accurate information on hours, service areas, and contact details is essential for all profile types. Google rewards profiles that keep their information current, so regularly review and update your GBP.
  3. Choose Based on Business Needs: Each profile type has unique benefits designed to suit specific business models. By aligning your GBP with how your business truly operates, you can maximize your reach without risking penalties.
  4. PRO TIP: Your hours of operation now help to control when you’ll be shown for searches. If you list that you’re only open until 5pm, you can expect not to be shown in searches for your services after 5pm. It’s worth considering solutions that would enable you to receive live customer calls longer than you previously have, so that you can expand your advertised hours of operation and rank in more searches.

By selecting the right Google Business Profile type—whether address-based, service-area, or hybrid—you’ll build credibility, improve local visibility, and attract the ideal customers to your business.

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