How Google Reviews Influence Map Pack & Organic Search Rankings

SEO October 2, 2024

0 6 4 minutes read

There is little doubt that local SEO and general business benefits stem from earning and encouraging customers to leave keyword-rich reviews. Often, customers will leave reviews regardless of whether you ask them.

Even negative reviews can have a positive impact if they are addressed promptly and positively. Ignoring a review can be the worst thing a business can do, as it shows the customer that you are not listening.

In addition to their impact on conversions, reviews are a local ranking factor that can either bolster or hinder your rankings depending on various factors.

Let’s explore how local reviews impact your Map Pack and local organic search rankings.

The Benefits of Customer Reviews

Customer reviews are a powerful indicator of a local business’s standing within its community. After all, who better to vouch for a business’s worth than its customers?

The events of the past two years have driven more consumers online, and they will likely continue to seek insights from their peers on which businesses to support in the future.

A local consumer review study from December 2020 found that 87% of consumers read online reviews for local businesses in 2020, up from 81% in 2019. Another study revealed that 97% of consumers now use online media when researching products or services in their local area. Specifically, 90% use search engines, 48% use Internet Yellow Pages, 24% use vertical sites, and 42% use comparison shopping sites.

Google and other search engines appear to reward businesses with higher volumes of positive reviews by placing them in the coveted Map Pack at the top of organic local search results. The Map Pack appears in search results over 30% of the time and receives upwards of 70% of organic search traffic.

The Map Pack features three Google Business Profiles, along with their star ratings, customer reviews, and business details. A recent study found that the average star rating in the Local Pack for 5,624 businesses was 4.1, with the business in the top position having more positive reviews than those in positions two and three.

In other words, consistently receiving positive reviews will benefit a business’s ability to rank, be seen, and gain targeted local traffic.

Whitespark’s 2021 report on local ranking factors highlights the importance of review-specific characteristics to Map Pack ranking:

High Star Ratings (4-5)
Keywords in Google Reviews
Quantity of Google Reviews

Whitespark’s polled SEO experts also emphasize the importance of reviews to Google Business Profile conversions, which involve customers taking actions like clicking or calling. Here are the most important review characteristics for GBP conversion:

High Star Ratings
Positive Sentiment in Review Text
Quantity of Google Reviews
Recency of Reviews
Presence of Owner Responses to Reviews
Quantity of Positive Review Attributes

Customer reviews generate keyword-rich content related to the local business as customers comment on the brand, products, or services they’ve used. This content doesn’t need to be created by the business owners or managers.

However, businesses need to respond to reviews, as this is an essential aspect.

How Do Reviews Affect Map Pack vs. Local Ranking?

There are differences in how Google interprets reviews for Map Pack rankings versus local organic search engine results. Whitespark’s report indicates that reviews account for a 17% share of rank in the Map Pack but only a 5% share in local organic ranking.

Map Pack rankings are geared more toward the quality of a Google Business Profile page, while local organic rankings depend on a broader set of on-site and off-site factors. Despite the percentages, reviews play an important role in how businesses appear in search results.

Several experts cited focusing on "Keywords in Google Native Reviews" and "Quantity of Native Google Reviews" to improve visibility.

Where Should I Get Reviews?

For many local businesses, Google reviews submitted via a Google Business Profile page are the most valuable. Google reviews account for 57.5% of all online local reviews, with Facebook reviews at 19%.

Specialized businesses may benefit from reviews on industry-specific or locally-focused websites, though these reviews hold less weight from an organic search ranking perspective.

Pro-tip: Identify if an industry-specific directory or review site shows up in search results for your primary keywords before pursuing reviews there.

How Do I Obtain Reviews?

Brightlocal’s 2020 report found that 72% of US consumers have written a review for a local business. Here are a few ways to encourage customers to leave reviews:

Ask: Directly request reviews from customers, especially after delivering a product or service. Some businesses trigger review requests via text or email shortly after a transaction or appointment.
Include Links: Add links to your Google Business Profile, Facebook page, or other review sites in invoices, whether digital or paper. Automation tools can help ensure you request and respond to reviews consistently.
Promote: Display banners, badges, or links to review sources on your website, shopping cart, or email signature. Also, consider promoting reviews offline, such as mentioning review sites near your cash register.

Make it easy for customers to leave reviews, and they are more likely to do so, offering feedback that often reflects their overall positive experience.

But What If My Business Receives Negative Reviews?

Every business will receive a negative review at some point. The key is to address the issue promptly.

Negative reviews can be an opportunity to demonstrate responsiveness and customer service. Studies show that customers expect a response to reviews, with some expecting a reply within one day.

A Harvard Business Review study found that responding to reviews leads to more reviews and a marginal increase in overall rating.

Quickly manage reviews, prioritize negative ones, and demonstrate good customer service. Google accounts for the likelihood of negative reviews and whether they are addressed.

Social Proof Makes the Digital World Go Round

People want to deal with trustworthy entities, often seeking validation from family, friends, or online reviews. Online reviews are now a crucial part of modern buyer journeys.

Google rewards businesses that monitor and respond to their reviews, improving organic search visibility.

Key Takeaways: