Yes, Google reviews help your local SEO. Google says in its own help pages that the number of reviews and your review score are factors in local search ranking, which decides who appears in the map results when someone searches for a business like yours nearby. Reviews also affect how many people choose you once you appear, which matters just as much. They won't fix a poorly set-up profile on their own, though.
What Google says
Google's guidance for businesses explains that local results are mainly based on three things: relevance (how well your profile matches the search), distance (how far you are from the person searching or the place they named), and prominence (how well known your business is). Reviews feed into prominence. Google states that more reviews and positive ratings can improve a business's local ranking.
How reviews help in practice
They help you appear in the map results
When someone searches "plumber near me" or "cafe in Leeds", Google shows a map with a short list of businesses. A good number of recent, positive reviews is one of the signals that helps a business get into that list and stay there.
They help people choose you
Your star rating and review count sit right next to your name in the results. Faced with two similar businesses, most people pick the one with more reviews and a better rating. More clicks and calls from the same position means more customers even if your ranking doesn't move.
The words in reviews can help too
When customers mention what you did ("fixed our boiler the same day", "best flat white in town"), Google sometimes highlights those words in the results. It's one more reason to ask customers for honest reviews in their own words rather than suggesting what to write.
Recent reviews count
Customers look at how recent your reviews are, and a profile with plenty of reviews from this month looks more active than one whose last review was a year ago. A steady flow of reviews is better than a burst followed by nothing.
What reviews won't do on their own
- They won't make up for a profile in the wrong category, with missing opening hours or no photos.
- They won't get you into the map results for an area you're nowhere near, because distance is still a big factor.
- They won't help if they're fake. Google removes reviews it believes break its rules, and fake reviews are illegal in the UK.
Other things that improve local ranking
- Choose the most accurate primary category for your business.
- Fill in every part of your profile, including hours, services, a description and your service area.
- Add real photos of your premises, work and team, and add new ones from time to time.
- Make sure your business name, address and phone number match on your website and on directory listings.
- Reply to reviews. Google says responding to reviews shows customers that you value their feedback.
How to get more reviews
The method that works best is asking every customer in person and giving them a quick way to do it there and then. We've written a full guide on how to get more Google reviews, and our Google review cards let customers open your review page with a tap of their phone.
Common questions
Do more Google reviews mean a higher ranking?
More reviews and better ratings are among the factors Google uses, so they can help. They work alongside relevance and distance, so a business with fewer reviews that's closer to the searcher can still appear above you.
Do I need to reply to reviews for SEO?
Google recommends replying to reviews. Even if the SEO effect is small, replies help customers trust you.
Do reviews on other sites help my Google ranking?
Google can show ratings from other review sites in some results, but Google reviews on your Business Profile are the ones most closely tied to your map listing.