There's no fixed number of Google reviews you need. What matters is how you compare with the businesses you compete against in the map results for your area. If the top three plumbers in your town have between 60 and 120 reviews and you have 12, you're at a disadvantage. If they have 15 to 25, you're closer than you think. Recency and rating matter as well as the count. Here's how to work out your own target.
Find your real target in five minutes
- Search Google for the main thing you do plus your town, the way a customer would. For example "barber Bristol" or "emergency plumber Croydon".
- Look at the businesses shown in the map results at the top.
- Note their star rating, review count and how recent their latest reviews are.
- Do the same for two or three other searches customers might use.
The review counts of the businesses that consistently appear are your benchmark. Aim to get into that range first, then keep adding reviews steadily.
Why the number matters
Google says review count and review score are among the factors it uses in local ranking. Customers also use the count to judge whether a rating is believable. A 5.0 rating from three reviews tells them very little, while a 4.7 from 150 reviews feels much more trustworthy. We've written about this in more detail in do Google reviews help SEO.
Recent reviews matter too
Customers look at the dates on reviews. A business with plenty of reviews from the last few weeks looks busy and well looked after. One whose newest review is from last year raises questions, even if its total is high. It's better to get a few reviews every week than a big batch once and then nothing.
What about the rating?
A perfect 5.0 isn't necessary, and some customers are a little suspicious of it. A rating in the mid to high fours with a good number of reviews and sensible replies to the occasional bad one reads as genuine. If your rating is lower, the answer is the same as for a low count: ask more of your customers, because most satisfied customers never think to leave a review unless asked.
How long will it take?
That depends on how many customers you see and how consistently you ask. As a rough guide, a business that serves dozens of customers a day and asks each one can build up reviews quickly, while a tradesperson doing a few jobs a week will take longer. The important thing is that asking becomes a habit rather than a one-off push.
Ways to close the gap
- Ask every customer in person at the end of their visit or job.
- Make it a single tap or scan, using an NFC Google review card, a stand or a QR code.
- Send one follow-up message with your review link.
- Email recent customers who haven't reviewed you yet, all of them rather than a chosen few.
- Reply to every review so customers can see you read them.
Our full guide on how to get more Google reviews goes through each of these.
Common questions
Is 10 Google reviews enough?
It's a good start and better than none, but in most towns the businesses at the top of the map results have more. Check your competitors to see where you stand.
Will more reviews get me to the top of Google Maps?
They help, but distance from the searcher and how well your profile matches the search also matter. Reviews work best alongside a complete, accurate Business Profile.
Do old reviews still count?
Yes, they still count towards your total and rating. Recent reviews add to that by showing customers you're active.