Why Google reviews are you secret weapon in Local SEO
Why Google reviews equal more customers for your business
How online reviews help to get you more local customers
If you’re a small business owner, you already know that word of mouth is gold. But today, Google reviews are the new word of mouth. They’re public, permanent, and visible to anyone searching for your services.
Reviews are one of the biggest ranking factors in
Local SEO. The more good reviews you have, the more likely you are to appear in the local map pack (that box of three businesses right at the top of search results).
“93% of consumers read online reviews before choosing a business”
Want to see how reviews could boost your ranking? Request a free website and SEO audit today. Complete the form below and we will be in touch shortly:
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How Google Uses Reviews to Rank Your Business
Google is looking to provide 'good' information to anyone making a search and one of the main ways Google measure what is 'good' is by the number of reviews you have. But remember 'good' is relative, a web designer with 25 five star reviews is good unless you compare it to one with 75 five star reviews.
So it isn't necessarily the number of reviews you have it is the number of reviews you have in comparison to your competitors.
Also Google isn’t just counting how many reviews you have. It’s looking at three main things:
- Quantity: The number of reviews you get.
- Quality: The average star rating.
- Recency: How often you get fresh reviews.
For trades businesses in Christchurch and Bournemouth, this means asking happy customers to leave a review after every job. Regular reviews show Google that your business is active and trusted.
>>>A 5-star listing gets about 25% more clicks than a 3-star listing—and about 39% more than a 1-star listing<<<
What that means is that if you currently get 20 enquiries per month from your website you could increase that to 25 per month and additional 60 potential new customers or jobs per year!
The Trust Factor: Why Customers Choose 5★ Over 4★
Let’s be honest, would you call a roofer with a 4.1★ rating if another nearby has 4.9★ and twice as many reviews? Most people won’t.
Reviews don’t just help you rank higher, they win trust instantly. Potential customers see real people recommending you, which feels safer than taking a gamble on a name they don’t know.
For trades like builders, plumbers, and electricians, trust is everything. Reviews are your shortcut to winning it before you’ve even picked up the phone.
As a web designer and SEO agency in a highly saturated market, not only competing against local companies in Bournemouth and Christchurch but also with big national agencies we have seen a massive improvement in the number of leads coming through since we have achieved over 70 five star Google reviews
Quantity vs Quality: What Matters Most in Reviews
Both matter.
- Quantity proves you’re consistent.
- Quality proves you’re good.
One or two glowing reviews won’t cut it. But 50+ reviews with a 4.8★ average? That makes you look like the obvious choice in your local area whether that is Christchurch, Bournemouth, The New Forest or further afield
Google Reviews vs Checkatrade and Other Platforms: What Really Counts
This is where it gets interesting.
Checkatrade, Yell, and other platforms can be useful, but Google reviews carry more weight. Why?
- They feed directly into Local SEO. Google uses its own data to rank you.
- They show up where people are searching. Most customers search on Google, not Checkatrade.
- They give you more control. You own your profile, not a directory.
However the main reason Google gives more weight and to reviews made on Google is that it wants to reward you for interacting with it rather than relying on other search engines or directories such as Checkatrade or Bing etc.
Trades companies tied to Checkatrade often tell us they’re paying high fees for fewer and fewer leads. If you focus on Google reviews, you’re building long-term trust and visibility for your own business, not renting space on someone else’s platform.
Want to rely less on Checkatrade? Grab a free SEO report and see how your Google presence stacks up.
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Turning Reviews Into Conversions: More Than Just Stars
Reviews aren’t just there for show, they directly impact sales.
When someone sees your business on Google with strong reviews, they’re far more likely to:
- Click through to your website
- Pick up the phone
- Book your service on the spot
For trades businesses, this could be the difference between a customer calling you or scrolling straight past.
>>> 72% of customers won’t take action until they’ve read reviews <<<
How to Encourage Customers to Leave Genuine Reviews
Happy customers are usually glad to help, they just need a little nudge.
- Ask at the end of the job: “Would you mind leaving me a quick Google review?”
- Text them the link, make it easy.
- Include the review link in follow-up emails.
The simpler you make it, the more reviews you’ll collect. And remember, people like helping good local businesses succeed.
How to Respond to Reviews (and Why It Matters)
A review isn’t the end of the conversation. When you respond, you’re showing future customers that you care.
- Thank positive reviewers. A simple “Thanks for your kind words, we appreciate your support” works wonders.
- Be professional. Future customers will read your replies, so keep it polite and friendly.
- Use keywords naturally. If someone mentions “boiler installation in Bournemouth,” thank them and mention it back, it helps Local SEO.
Dealing with Negative Reviews the Right Way
Nobody’s perfect. A bad review isn’t the end of the world — in fact, it can make you look more authentic if you handle it well.
- Respond quickly. Don’t let it sit there unanswered.
- Stay calm. Never criticise, you can empathise with the customer while still stating your side of the story
- Offer to fix the issue if that is appropriate. Show that you care about making it right.
Remember other potential customers are going to read the review and your response. You want to appear reasonable and understanding while stating your case and explaining why the situation has arisen. Getting in to a tit for tat argument online does nobody any good.
However, the best way to deal with a negative review is to drown it in a sea of positive reviews.
Handled properly, a negative review can turn into a positive story. And potential customers will see that you stand by your work.
Case Study: How Reviews Helped Local Businesses Outrank Competitors
One of our clients, an online retailer of carp fishing bait had just a handful of reviews when they decided to ask every customer that ordered from them for a review on Google. After a few months of asking every customer for feedback, they had over 200 reviews at 4.9★.
The result? The number of enquiries dramatically and allowed them to scale their business significantly, increasing revenue and allowing for further investment.
That’s the power of reviews when paired with good Local SEO.
Action Plan: Using Reviews to Strengthen Your Local SEO Strategy
Here’s what you can do today:
- Claim and update your Google Business Profile.
- Ask every customer for a review.
- Reply to every review, good or bad.
- Use reviews in your marketing, showcase them on your website and social media.
- Track your progress with regular SEO audits.
Call to action: Want to know how your reviews are helping (or holding back) your Local SEO?
Final Thoughts
If you’re a small business owner in Christchurch or Bournemouth, especially in a trades or service-related industry, Google reviews are your secret weapon. They’re free, they build trust, and they help you rank above competitors who are still paying for directories.
Start collecting them today, respond with care, and watch your leads grow.
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Ready to put this into action? Book your free SEO audit no, and let’s see how reviews could transform your business.
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