Navigating the Challenges of Spam Reviews on Google

For most business owners using Google Business Profiles, spam reviews are not just a distant possibility but a reality. What might surprise many is the growing influx of spam positive reviews. Yes – positive, not negative reviews.

You might wonder: Who would have the motive to flood your listing with fake positive feedback, artificially inflating your overall rating? At first glance, many might think, “Why worry about battling positive reviews? Isn’t that a good thing?”

However, these seemingly beneficial reviews can have serious downsides, which we’ll explore today. We’ll discuss why positive spam reviews are problematic and provide strategies to manage and mitigate their impact effectively.

Where do these reviews come from?

Malicious practices often originate from agencies or entities that scam users to reap certain benefits. A common scheme involves contacting individuals via phone, email, or social media, offering monetary rewards in exchange for completing tasks. One common task involves publishing fake reviews on targeted business listings. These fake positive or negative reviews distort the business’s reputation, which can harm consumer trust and violate Google’s guidelines.

How can we identify that our business is a victim of a coordinated spam campaign?

There are several indicators to watch for regularly. One clear sign is a sudden spike in reviews within a short period, which may occur daily or even within minutes.

User behaviour patterns can also be revealing. Spam accounts often post the same reviews across different listings, sometimes for businesses located worldwide.

As for content, spam reviews are typically generic, using single-word phrases like “nice” or “good.” In some cases, spam campaigns consist mostly of just ratings without any textual content, making it harder to identify them as spam.

Fighting the good fight against spam

Last year, Google reported the impact of the new algorithm, which was designed to detect and combat spam reviews more effectively. This algorithm uses advanced machine learning techniques to identify suspicious patterns, such as fake reviews being posted in bulk or from unusual locations. Along with that, the search engine giant has filed a lawsuit against a “bad actor” as they call it, who has engaged in fraudulent activities.

Despite improvements from Google’s new algorithm, we must recognize the vast scale of these activities. At Luau, while managing hundreds of listings, we still notice many fake reviews go undetected. This requires proactive action on our part. Why is it crucial? Google might interpret the influx of positive reviews as a sign that the business itself is involved in fraudulent practices, like purchasing fake reviews to inflate ratings. This can lead to serious consequences, such as listing suspension or restrictions including the inability to receive or reply to reviews. Not being able to manage user feedback can result in several other drawbacks. Learn why you can’t afford to ignore online reviews in this article.

Reporting fake reviews to Google Support can be challenging, especially when dealing with hundreds or even thousands of fraudulent reviews. We can safely say that flagging each review individually is almost impossible; hence, businesses should consider gathering the suspicious reviews into a table format, highlighting key details like usernames, review dates, and content. Additionally, they should describe patterns and behaviors that indicate a coordinated spam campaign, such as generic language, repeated phrases, or abnormal reviewer profiles. This organized submission can help Google more efficiently assess and address the issue.

It’s important to understand that reporting fake reviews to Google can be a lengthy process. Google may not always see the business’s perspective, and it could take several months for the spam reviews to be removed. This delay can be frustrating, but persistence and providing detailed evidence of the spam campaign can help improve the chances of a successful outcome. 

In summary

Business owners should actively protect their online reputation and maintain trust with customers. Fake reviews, even if positive, can become a major obstacle, damaging the credibility of the business. Addressing these fraudulent reviews promptly is essential to preserve the integrity of customer relationships and ensure transparency in online interactions.