This means that ratings have positively increased by a rate of approximately 10 percent during the past seven years. At the beginning of the historical range we focus on in this report - January 2015 - the average business was rated at 3.74 stars. The historical trend, as depicted in our following chart, shows that ratings are inflated on Google relative to their historical trend.Īs of July 2022, we find that the average business on Google has a rating of 4.11 stars this average has crept higher and higher over the years. Our previously mentioned LMBR data shows, for example, that the average rating of a business on Google is a full 1.0 star higher than on Yelp, with both using a five-star scale. In comparison to other local platforms, Google reviews skew positively. Marketers need to understand review trends overall, the power of reviews and review response to influence consumer buying decisions,Īnd the specific trends for reviews in their industries in order to execute successful review management strategies and win more customers. Other industries, such as insurance and pharmacy, see a much lower volume of reviews from consumers.Ĭonsumers are more likely to rate businesses highly in some industries like moving & storage and home & office services.Ĭonsumers write longer reviews for healthcare and hotels than any other industry. Some industries, like department stores and restaurants, generate a great number of reviews with little effort. The opportunities and challenges of review management differ somewhat by industry. Similarly, when businesses respond to reviews, they increase their favorability in the eyes of consumers and become more likely to convert searchers into customers. Higher ratings and a greater volume of reviews both increase the likelihood that consumers will choose a business over the competition. Still, reviews exert a powerful influence on that evaluation process. To contain a rating but no text, offering less information to consumers looking to evaluate the differences between businesses. Google reviews are also much more likely than any other local review source However, Google reviews have lost some of their inherent value to consumers in recent years as ratings have become inflated toward the positive, partially due to aggressive solicitation of new reviews on Google’s part. Though the volume of new Google reviews has diminished, in part due to the pandemic and in part due to alternative forms of recommendation via social media, reviews remain the largest and most valuable source of consumer recommendations, and one of the most powerful determinants of ranking and conversion, for all types of businesses. Reviews also exert an important influence on search rankings, with higher review counts and star ratings leading to more prominent placement Google reviews continue to play a dominant role in the buying decisions of consumers who interact with businesses of all kinds at the local level.
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