It is the nightmare scenario for every local business owner: You wake up, check your phone, and see your 5.0-star rating plummeting. A wave of 1-star reviews has hit your Google Business Profile (GBP), all from people you have never served. Fake reviews are not just annoying; they are a direct attack on your digital reputation. Whether it is a disgruntled ex-employee, a competitor, a random bot attack, or simply someone you have no idea of, you need to act fast.
No worries! We’ve got you with a guide on what to do about fake reviews!
Good to know: Fake reviews aren’t always negative; they can be positive too, and they can still harm your business. It might sound surprising, but here’s why this happens and what you can do about it.
How to Tell Fake Reviews From Actual Reviews?
Before you report a review, you need to be sure it is actually fake. Google’s support teams need proper evidence, so you need to play detective. Look for these "Red Flags" that distinguish a bot or bad actor from a genuinely unhappy customer:
- The "Ghost" Profile: The reviewer has no profile picture (just a colored circle with a letter) and a generic name like "John Smith" or "Google User."
- The Star-Only Sniper: They leave a 1-star rating with absolutely no text. These are hard to fight because there is no "content" to analyze, but a sudden influx of them is a clear spam signal.
- The "Global Traveler": Click on their profile. Did they review a pizza place in New York, a locksmith in London, and your gym in Texas all on the same day? This is a classic bot network or most likely fake.
- Vague or Irrelevant Content: The review mentions products you don't sell or complains about "the receptionist" when you are a solo consultant.
- The Competitor Attack: The review specifically names a competitor, saying, "Don't go here, go to [Competitor Name] instead!" This is a direct violation of Google's Conflict of Interest policy.
- Timing Spikes: You receive 10 negative reviews in the span of one hour. Real negative feedback is usually a trickle; spam is a flood.
Funny sidenote: We’ve come across plenty of funny memes featuring completely misplaced reviews. Some are probably just accidents, but they can still cause confusion or even do a bit of harm. Our favorite is the one where someone complained about the bad food and uncomfortable beds on the Google Business Profile of a nuclear power plant. The owner even replied, saying he was eager to hear more about the guest’s concerns. A true classic. 😂
Why Fake Reviews Can Be Harmful
Ignoring fake reviews is not an option. They cause damage in three specific ways:
1. Local Visibility Ranking Drops Google’s Local Pack (the "Map Pack") algorithm considers Review Quantity, Velocity, and Overall Rating. A sudden influx of spam can trigger filters that temporarily hide your business or drop your ranking because Google's systems detect "unnatural activity."
2. The Trust Gap According to consumer surveys, the vast majority of people read reviews before visiting a local business. If your average drops from 4.8 to 3.9 overnight, your click-through rate (CTR) will plummet.
3. Risk of Suspension Ironically, if a bot network hits you with fake 5-star reviews, it is just as dangerous. Google may think you paid for them and suspend your listing entirely for deceptive practices.
What To Do When You Spot Fake Reviews?
Do not panic, and do not reply with anger. Follow this escalation ladder to get the reviews removed.
Step 1: The Standard Flag
The first line of defense is the built-in reporting tool.
- Go to your Google Business Profile.
- Find the review.
- Click the three dots ( ... ) next to the review.
- Select Report review.
- Choose the most accurate violation category (usually "Spam" or "Conflict of Interest").
Step 2: The "Reviews Management Tool" (Pro Tip)
Most business owners stop at Step 1, but the Google Reviews Management Tool is more effective. This tool allows you to view the status of reviews you have already reported. If a review was not removed after your initial report, you can use this tool to appeal the decision to a human moderator so the case will be checked again.
Step 3: The "New" Review Bombing Form
If you are being extorted (e.g., someone demands money to remove reviews) or if you are the victim of a massive "review bomb" attack, Google has a specific escalation path.
- Document everything (screenshots, timestamps).
- Reach out to Google Business Profile Help specifically regarding "Review Attacks."
Note: Google recently introduced stricter measures against extortion; providing proof of a ransom demand significantly speeds up removal.
Step 4: The Public Response (Damage Control)
While you wait for Google to remove the review (which can take 3–10 days), you must reply. Do not get defensive. Write for the future customer, not the troll.
Use this template: "Hello [Name], we take all feedback seriously, but we have no record of a customer matching your details or this transaction in our system. We pride ourselves on our service and would like to get to the bottom of this. Since we have no record of your visit, please contact us directly at [Phone/Email] so we can address this."
This signals to real customers that the review is likely fake without you sounding petty.
How To Prevent Fake Reviews?
Here is the hard truth: You cannot strictly "prevent" fake reviews. Google is an open platform, and anyone with a Gmail account can leave a review. There is no "turn off reviews" button. However, you can mitigate the damage:
- Enable Alerts: Ensure your Google Business Profile notifications are on so you catch spam within minutes, not weeks.
- Documentation: Keep detailed records of your actual customers (CRM, receipts). This helps you prove to Google that the reviewer was never a client.
- Avoid "Review Swaps": Never participate in "I'll review you if you review me" groups on Facebook. Google’s AI detects these patterns and may penalize your account, making you more vulnerable to attacks. Buying reviews is just as bad.
How to Collect Legit Reviews
Now that you’ve addressed fake reviews, or know exactly how to handle them, it’s time to focus on building a steady flow of genuine, high-quality feedback that strengthens your online presence. Obenan can take your review management to the next level. Let’s explore how our smart campaigns help you gather more positive reviews while keeping negative feedback from going public.
- Create a campaign: Set up a review collection campaign that invites customers to share their experience after visiting your business or booking a service. Choose the format that fits your workflow: a QR code (perfect for signage, receipts, or tables), an email campaign, or Formitable integration. You can also customize the landing page or email content so it fully aligns with your brand’s look and feel.
- Redirect negative feedback: Each campaign includes a built-in safeguard: if a customer selects a low star rating, they’re automatically guided to a private feedback form rather than your public Google Business page. This allows you to address concerns internally, before they become visible online.
- Go deeper with surveys: Our new survey feature lets you engage customers with a fully customizable questionnaire. Use it to uncover deeper insights into their needs, motivations, frustrations, and overall experience. Choose between open-ended questions or structured multiple-choice formats, depending on the type of insight you’re after.
What to Do Afterwards?
Once you start collecting reviews, two things become essential: responding and analyzing. With Obenan, both can be fully automated. Your AI coworker, Obi, reviews every incoming message, interprets the wording and sentiment, and crafts a thoughtful reply in your brand’s voice. Set a few guidelines for Obi, and he’ll handle the rest, so you never miss a single review again.
Next, Emotion AI digs into all your reviews and turns the data into meaningful, easy-to-absorb insights. You’ll get a clear picture of customer sentiment along with a practical action plan highlighting what to improve and what to maintain. Just imagine manually analyzing even 100 reviews a month; it would take hours to extract reliable conclusions. Emotion AI delivers those insights straight to your inbox with weekly, monthly, or custom reports, or you can view them anytime in your Obenan dashboard.
If you want to make sure your review management is consistently handled, let Obenan take these time-consuming tasks off your plate and free you up to focus on what truly matters: running your business.
