Google Business Profiles (formerly Google My Business) allow businesses to engage with customers through reviews. While positive reviews can boost credibility, harmful or inappropriate reviews can be damaging. Fortunately, Google provides tools to help you report and remove reviews that violate its guidelines.
How to Report a Review for Removal
Google has streamlined the process with its Manage Your Google Business Reviews tool, making it easier to report reviews, track their status, and file appeals.
Report a Review
- Go to the Business Review Tool
Click here to access the tool.
- Confirm Your Account
Sign in to the Google account associated with your business.
- Select the Business
If you manage multiple businesses, choose the one with the review you want to report.
- Report the Review
Locate the specific review, click Report, and select the appropriate reason from the following options:
- Low-quality information: Off-topic, gibberish, repetitive, or containing ads.
- Fake or deceptive: Fake activity, incentivised content, or other misleading behaviour.
- Profanity: Swear words, sexually explicit language, or graphic violence.
- Bullying or harassment: Personal attacks on an individual.
- Discrimination or hate speech: Harmful language about identity or group.
- Personal information: Includes sensitive information like addresses or phone numbers.
What Happens Next?
- Google aims to review reports within seven days. There have been bugs where it sits in pending; contact business support or ask in the help forum.
- If the removal request is denied, you can use the same tool to file an appeal, where you can provide additional context to strengthen your case.
Google’s Review Guidelines
Google evaluates reviews based on its Maps User Contribution Content Policy. Reviews that violate these policies can be removed. Key violations include:
Fake Engagement
- Content is not based on a genuine experience.
- Reviews are incentivised with payments, discounts, or free goods.
- Multiple reviews from the same user across different accounts to manipulate ratings.
Impersonation and Misrepresentation
- Pretending to be someone else or distorting facts to deceive users.
- Misleading descriptions or conflicts of interest.
Inappropriate Content
- Harassment, hate speech, obscenity, or graphic violence.
- Content containing sensitive personal information.
For more detailed policies, refer to the Maps User Contribution Content Policy.
Common Misunderstandings by Businesses
“I’ve Never Had a Customer by That Name”
Google does not require users to use real-world names on their accounts. Pseudonyms or anonymous users could leave reviews, which are still valid as long as the content adheres to Google’s guidelines.
“The Reviewer Didn’t Visit My Business”
Google defines an interaction broadly. For example:
- A user may have browsed your profile or visited your website while logged into their Google account.
- Based on this interaction, Google may prompt the user to leave a review.
This can frustrate small businesses that believe they know all their customers, but Google considers this type of interaction valid.
If Reporting Fails
1. File an Appeal
If your report is denied, use the same tool to appeal. Provide detailed evidence explaining why the review violates Google’s guidelines. Include screenshots, dates, or any other supporting context.
2. Legal Action
You can file a legal complaint via Google’s Legal Troubleshooter if the review contains defamatory or legally harmful content.
How Does Google Verify Reported Reviews?
When a Google Business Profile review is reported, Google initiates a verification process to determine if the content violates its policies. Having said this and after viewing review reporting for the past decade – I would say:
- Algorithmically they have no clue as to what they are doing; they turn up the dial and turn down the dial/
- Manual works, but only when it lands in front of someone (contact worker) that has some nouce about them.
You only have to look at the tiny ⓘ symbol they put next to your review total saying Reviews aren’t verified by Google, but Google checks for and removes fake content when it’s identified.
Focus on Generating Positive Reviews
A single negative review can feel overwhelming, but consistently generating positive reviews is the best way to mitigate its impact. Here are some tips:
- Ask for Reviews: Request reviews from satisfied customers.
- Use Email Marketing: Include a direct link to your Google Business Profile in follow-up emails.
- Include Review Cards: Add printed review request cards to product shipments or keep them in-store.
- Remind Regularly: Make asking for reviews part of your customer journey.
It Sucks, But Move On
Negative reviews can be disheartening, but it’s essential to approach them strategically:
- Report and appeal if the review violates Google’s guidelines.
- Focus on building a solid review profile with consistent customer engagement.
- Move forward and prioritise your broader reputation management efforts.
Your Google Business Profile reflects your business, and staying proactive in maintaining it will ensure a positive impression for potential customers.
Online Ownership provides Google Business Profile Consulting but not for reviews, the process is so inconsistent, we would be wasting your money wasting time on these. Feel free to contact us to chat about bouncing back from a crappy review.
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