3 Reasons You Should Never Buy Google Reviews

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Last edited: May 21st, 2024

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Recent statistics showed that Google processes about 81%-91% of all internet searches globally. This staggering figure alone is enough reason to want to get as many positive reviews as possible and some might be tempted to buy Google reviews.

Word of advice: Don’t do it. A recent article by the New York Times stated that generating fake reviews can lead to a 100.000 dollar fine.

Instead, focus on getting more Google reviews – organically and from actual customers.

3 Reasons You Should Never Buy Google Reviews

Google reviews are becoming more important for business success, especially for local businesses, as that all-important star rating is the very first thing customers are going to see when they search for a product or a service. There you are for all the world to see, listed out and ranked against your competitors. If you’ve suffered a few bad reviews, then you’re likely to get instantly dismissed.

Google also said that businesses that have a lot of good quality reviews and respond regularly to customers will rank higher in search engine results. Happy customers are the main driver for you all your reviews and they boost your google business listing by helping with local SEO, but also if you are doing business online.

Loyal customers won’t be hard to motivate to give you a positive review and help with your online reputation.

So, if getting Google reviews is so important, should you ever risk buying them to boost your numbers. The short answer? No. Definitely no. And just in case we weren’t clear, no, don’t buy Google reviews!

Purchasing fake reviews is not the same as getting legitimate Google reviews when it comes to your business’s online reputation as they don’t reflect the customer experience of real customers and they don’t meet Google’s guidelines.

It may be frustrating looking at your business on Google maps with no reviews and be tempted to buy reviews—once again, don’t do it. Your digital marketing efforts will suffer for it.

Let’s go over three reasons you should never buy Google reviews. We’ll provide you with some words of caution by highlighting some of the risks you could be leaving yourself open to if you buy Google reviews.

3 Reasons Why to Never Buy Google Reviews

1. Fake Reviews Lack Authenticity

Fake reviews are usually very easy to spot. Bought and paid for reviews are usually immediately suspicious by the type of language they use.

Those disreputable companies selling reviews online will often work from a template, allowing them to copy and paste thousands of reviews in a day in an effort to maximize their own profits.

Common Features of a Fake Review

  • Talk generally about the product or service
  • Not giving a real reason as to why they gave five stars
  • Stuffed with keywords
  • Repetitive
  • Look unnatural compared to how people normally write
  • The profile has either given one review in total or gives the same review to all

It’s a bad idea to be impatient with new reviews for your Google business profile and introduce fraudulent reviews as they give no value to your business page.

Clicking through to their reviewer profile can also help shine a light on how inauthentic they are. Fake profiles are likely to have hundreds of reviews against their name. Furthermore, many often them are posted on the same day as many customers buy reviews from them.

Or conversely, that profile may just have a single Google review on it as the user will make a fresh account for each one.

suspicious google reviews

Or if you “buy” google reviews by offering incentives to customers, e.g. money off a product in exchange for the review, there’s a chance the customer mentions this in the review itself, making your company look very insincere. Even if they genuinely loved the product, no one will believe them if they see an incentive was offered.

Negative reviews will do you less harm when it comes to new customers than buying reviews. Getting someone to write positive reviews is quite common but your potential customers can detect fake reviews which can lead to a negative reputation with all your customers.

Consequences of Lacking Authenticity

  • Potential customers can identify fake reviews a mile away. Spotting bought Google reviews will immediately feel like a breach of trust. If you have dozens of obviously fake reviews, customers won’t have any faith in both you or your product and move on. This means that you’ll actually be losing more customers thanks to your Google listing.
  • It has the opposite effect of “social proof”. Instead of encouraging more people to use your services, you end up driving more people away. Things are even worse if you are a local business that people can talk about with acquaintances to get the real picture.

2.Not Knowing Your Strengths and Weaknesses

Paying for reviews is like living with your head in the sand, a refusal to acknowledge weaknesses or play to your strengths. In fact, businesses need more honest feedback not less as this is the only way they can implement genuine improvements. Buying google reviews or asking people to write falsified reviews on other review sites doesn’t help with that.

Consequences of Having Fake Business Reviews

The reviews become meaningless. You never improve your product or services which hurts you more in the long run. You’re essentially wasting money on fake paid reviews.

You may never resolve issues or pain points. Even though you earn Google reviews you are drowning them out with dozens or hundreds of paid-for positive reviews you’ll remain ignorant of the areas you need to fix. Legitimate customers and negative reviews can help you out more than a sea of incentivized review postings on Google business or other review platforms.

3. Legal Minefield and Against Google’s Policies

Paying outright for reviews can come very close to being illegal in a lot of countries. In both the UK and the USA, misrepresenting your business, or claiming it’s something that it isn’t, is illegal and paid for reviews skirt dangerously close to the edge of this definition.

Both the Competitions & Markets Authority in the UK and the Federal Trade Commission in the USA have taken action in the past on those companies farming out fake reviews online.

In addition, paying for reviews is in violation of Google’s own policies. It’s not a smart move to piss off one of the most used search engines.

Google states that while it’s OK to solicit (authentic) reviews from customers, it’s a definite violation of the terms of service to start paying for reviews.

This also applies the other way around too. If you’d decide to badmouth your competition and pay to have them bombarded with one star reviews to make yourself look good, there’ll be consequences if you’re caught.


  • You could face civil fines from the federal trade commission (or its equivalent in your country), and even face criminal proceedings for buying reviews or making incentivized review requests.
  • Google can choose to remove reviews if they find them to be fake or paid for. Google doesn’t take kindly to those who violate its policies and you can definitely expect your rankings to suffer if they find out you’re being dishonest.

How to Get more Google Reviews Organically?

We now understand that getting genuine and authentic feedback is the route you should be taking with Google reviews. In case you’re interested, you can read more about how reviews and customer feedback can be used to boost sales.

No matter what industry you work in, it can sometimes be very difficult to get customers to actually leave a review.

Your customers have a lot of things shouting for their attention during the day and they mightn’t be motivated to leave a review. This is why buying Google reviews to boost online reputation is so popular. Even if you’d create fake reviews, more reviews don’t always translate into future customers.

You need good reviews and you need real reviews, especially if you’re aiming to come up in local search results as a part of your digital marketing campaign.

Below we’ve outlined some tips to help you boost those numbers and get feedback immediately.

1. Ask to Leave a Review

That’s right. It really is this simple. Businesses that ask their customers to leave a review tend to have more feedback than their competitors and generally have higher ratings.

Naturally, you have to ask in the right way, get the timing right and not be too pushy.

  • If your interaction with a customer is face to face – Ask them directly after their purchase if they’d be happy to leave a review when they get home. Offer them a flyer or business card with instructions on how to do it.
  • If the purchase was online – Follow up afterwards by email. Depending on the type of product you may want to wait a couple of weeks to give them time to use and experience the product.
ask reviews with automation triggesr

It’s OK to follow up with a second or potentially third message requesting the review too, but any more than this and you’ll probably come off as pushy.

Always remember to be very polite and respectful in your correspondence and to personalize it to that customer too and you’ll get more Google reviews.

Try searching through your social media mentions to see if anyone has been talking about you too. If any happy customer has been singing your praises recently, it might be worth reaching out to them via a direct message and asking if they’d be happy to share their experience on Google as well.

Trustmary has some great customer review templates you could try!

Try creating a review campaign to see if your service earns you those 5-star Google reviews!

easiest way to get more google reviews

2. Make It Simple to Complete

Thankfully, Google has helped to make the review process very simple to follow by letting you generate your own URL that links directly to your review page. Follow Google’s instructions here and simply add the Google review link to any emails or texts you send out and onto any printed materials where you’re asking for reviews.

Try adding the review link in your email signature on your normal day-to-day correspondence too. You never know who might respond to a quick call to action at the end of an email.

3. Let Customers Leave Reviews on Your Website

Staying with the theme of making things easy, add a link to Google reviews on your homepage. This is an easy way to get more Google reviews.

This way any visitors should be able to see a clear box they’ll be able to click through to leave a review. This is less direct than asking customers individually, but can really help up your reviews if you get a lot of traffic via your website.

Every legit Google review counts and even a negative reviewer can help your cause if handled properly.

4. Respond to Your Reviews

When your business has popped up in a Google search, you’ll rank higher if you’ve responded to the reviews (positive as well as negative). It’s a great way to show both your potential customer as well as search engines that you engage with your customer base. An additional plus is that it can also encourage others to leave reviews too.

When customers see you’re regularly corresponding and talking to other customers, they’re more likely to leave a review themselves. People like to feel listened to and reviewers expect a response to feedback these days (both positive and negative). Get engaging with your customers to boost those online reviews.

Remember, never underestimate the power of good quality, authentic reviews and you can check out these statistics here if you don’t believe us!

And most importantly of all, never, ever, pay for your positive reviews, it’ll end up costing you far more in the long run. You can deal with negative reviews but fake reviews are a blatant stain on your track record.

Consumers Trust Online Reviews – Embed Them to Your Website

An average business has 39 Google reviews and 93% of consumers read online reviews before buying.

The problem with online reviews often tends to be that even if you have hundreds of them, you don’t have a way to embed them to your own website. Instead, they’re scattered across one review site or another.

Luckily, Trustmary allows you to embed all your positive Google reviews (and business reviews from Facebook, Yelp, Capterra, … you name it!) to your own website.

After all, that’s where they matter the most. By adding in depth Google reviews to your business page, you’ll increase your conversions!

Example Results with Trustmary

What are you waiting for? If you have even a handful of reviews or star ratings to embed, you can start leveraging them by adding those Google reviews to your website.

Trustmary team
Trustmary team


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