Getting Google reviews: allowed, forbidden, effective

People looking for a tradesperson, hairdresser or restaurant nearby look at the stars in the Google profile first. More genuine reviews help you directly. But there are clear rules, and breaking them can be expensive.

Why reviews matter

Google names three factors for local search: relevance, distance and prominence. According to Google, prominence also includes the number of reviews and the ratings themselves (source: support.google.com/business, "Tips to improve your local ranking on Google"). Then there is the human impression: a business with many recent reviews looks more alive than one with three entries from five years ago.

How to get more reviews

• Ask directly. The best moment is shortly after a successful job, when the customer is happy.
• Make it easy. In your Google Business Profile you can create a short link for reviews and send it by WhatsApp, email or text message.
• Print the link as a QR code on invoices, business cards or a display at the counter.
• Ask all customers, not just those you expect praise from.

What is not allowed

Google's policies for contributions on Maps prohibit, among other things (source: support.google.com/contributionpolicy, "Fake engagement" and "Conflict of interest"):

• Money, discounts or gifts in exchange for a review.
• Asking only satisfied customers for reviews and deliberately filtering out unhappy ones.
• Reviews with a conflict of interest, for example from yourself or your employees for your own business.
• Bought reviews.

In Germany, competition law applies as well. Since 2022, the annex to § 3(3) of the German Unfair Competition Act (UWG) explicitly lists submitting or commissioning fake reviews as prohibited (No. 23c). This is not legal advice.

Replying to reviews

Reply to every review, including the good ones. A short thank you that refers to the job is enough. For negative reviews, this order helps:

• Take a breath first, then write. Never on the same evening while you are angry.
• Stay factual and take the concern seriously, even if you see it differently.
• Offer a solution and move the conversation elsewhere: "Feel free to call me directly."
• Do not publish customer data or job details.

If a review violates the policies, for example because it does not come from a customer at all or is insulting, you can report it in your Business Profile.

Reviews on your own website

You can also show good reviews on your website. Watch out for two things. First, an embedded Google widget transfers visitor data to Google. That belongs in your privacy policy and, depending on the setup, requires consent. A quote as plain text with the source is more data-friendly. Second, anyone who makes consumer reviews available must state under § 5b(3) UWG whether and how they ensure the reviews come from real customers. This is not legal advice either, if in doubt ask a specialist lawyer.

Frequently asked questions

May I remind customers to leave a review?

Yes, a friendly reminder is fine. Following up more than once quickly feels pushy, though.

Can I have bad reviews removed?

Only if they violate Google's policies or the law. An honest, critical opinion stays. A good reply often has a stronger effect on other readers than the criticism itself.