How to remove bad reviews from your Google business profile

Receiving a negative Google review can be quite alarming at first. You may worry that it could affect your reputation and that of your business.

The problem is that anyone with a Google account can leave a Google review, so you may receive negative criticism online that is either exaggerated or completely fake. But how do you identify a fraudulent review, and how can you report it to Google?

In this guide, we’ll cover the best ways to find out if a Google review is fake and the steps you can take to remove it. It’s important to remember that a review shouldn’t be removed just because it is negative. Reviews are for customers to leave genuine feedback, and if someone had a problem when interacting with your business, it’s their choice to voice this online. The problem lies with reviews that are false or unfounded.

Why are Google reviews so important?

Online review platforms like Google Reviews play a huge role in influencing where we spend our money. Many people go straight to Google before engaging with a tradesperson, trusting other people to give an unbiased report of their experiences with a business.

If you’re a relatively new business or looking to grow or expand your business, you may be looking for more online reviews to build your brand awareness. If you want some more advice on this, check out our guide on how to get more customer reviews on your profile.

Receiving the occasional mediocre or negative review isn’t as critical as it may seem; if you’ve discovered a negative review of your company on Google, your first reaction shouldn’t be to delete it. It’s actually a great opportunity to identify problem areas, improve your business practices and win the respect of new customers.

Can you remove a negative review from Google?

The short answer is yes - if you honestly feel a review has been posted that is unfounded or fake, you can report it to Google and try to have it taken down. 

It’s only when you spot a negative Google review that seems fraudulent, fake or unfair that you should report it and attempt to take it down. But how do you identify an inauthentic review? And what are the steps you should take to have it removed? 

How to identify a fake Google review and how to report it

If you suspect a fake Google review has been left on your business profile, there are a few ways you can identify it:

1. Inspect thoroughly – there will be signs if the review is fake. Does the review reference work that you remember carrying out, or is the complaint completely fabricated? Is the reviewer’s name a customer you’ve worked with? Look for vague comments or overly negative or generic language.
2. Flag it – if you’re certain the review is inappropriate or fake, you can flag the review. Simply go onto your Google Business Profile Manager, find the review, and click on the little three dots beside it. You will then have the option to report the review.
3. Collect your evidence – Google may ask for evidence to support your claim that the review is inappropriate or unfounded. This can include screenshots or emails that prove it’s fraudulent.
4. Wait it out – it may take some time for Google to process your request. In the meantime, try to build more positive reviews for your business - our guide on how to ask for customer feedback should give you some more tips on how to encourage your customers to leave reviews. It typically takes 14 days for Google to review your request, and then it will verify whether or not it has decided to remove the review. You can also encourage others to report the same review so it draws more attention to the content, and it may encourage Google to remove the review.
5. Appeal the decision – Google may deny the request to remove the review, but that doesn’t mean it’s over. You can try and provide more evidence that supports your claim and appeal the decision.

We want to emphasise that Google reviews shouldn’t be reported just because they’re negative, or you disagree with them - they must be proven to be fraudulent or contain content that is inappropriate. 

What does Google class as inappropriate?

There are strict guidelines when it comes to Google reviews. There is content that Google will simply not allow, and these types of reviews are the most likely to be removed. Take a look at some of the content that Google won’t tolerate below:

• Spam and fake content – the review should be a genuine reflection of a customer’s experience at the location in question. It should be honest and not there to manipulate ratings.
• Off-topic – the review should contain content that is specific to that business, and not a place for a general rant.
• Offensive content – any offensive gestures or language will be flagged and removed by Google.
• Impersonation – a review cannot be left that is attributed to a different person, or that contains content that could be misleading or deceptive.

Explicit, illegal or threatening content is also not tolerated. If any of your negative Google reviews contain this type of content, they should be removed. 

Ways to deal with negative Google reviews 

If you handle online negativity professionally and appropriately, it can really increase your brand’s reputation and let customers know that your company listens to its customers. We’ve listed a few ways to deal with negative Google reviews below:

• Respond to the review – if you find a negative review, try and respond to it as quickly as you can. Address the customer’s concerns professionally and offer a solution or explanation to the problem they’ve experienced. 
• Stay emotionally neutral – it may be hard at first, but try to take your emotions out of it. Don’t get defensive or aggressive, as it will only make the situation worse. Thank the customer for their patience and feedback, and try to find a solution.
• Solve the problem offline – if the issue requires further conversation, you can give the customer your work email or telephone number to contact you directly. This way, you will be able to tackle the problem personally and show your commitment to fixing the issue. 

Receiving a negative review is never an easy thing to deal with, but what matters is how you deal with it. Our guide on moderation and dealing with negative reviews should give you some more advice if you’re looking for the best ways to handle online negativity.

Reviews as a Which? Trusted Trader

Customer feedback is an important part of running a business, and you should always encourage your customers to leave a review after you’ve provided a service. 

One of the main benefits of becoming a Which? Trusted Trader is the access to your very own business page.  This business page is the perfect place to receive customer reviews, as all feedback left on your profile is moderated by our team, including checking IP addresses, speaking to the reviewer on the phone and requesting documents relating to the work, such as proof of purchase. With a Which? Trusted Traders account, your potential customers can be certain that the reviews are 100% genuine. 

Our guide to making the most of your Which? Trusted Trader endorsement will give you more information on the wide variety of benefits we offer. Join the scheme now and see the many ways your business can flourish with a Which? Trusted Trader endorsement.