On Monday (February 10), we noticed a “Google review crisis” happening: Hundreds of thousands of business reviews disappeared from the Google business profile (GBP). This instantly reminded us of a similar situation that had happened just a couple of months ago.
One of the baffling things observed this time, though, was that the review count appeared to be lower, but the manual count remained the same.
So, for example, if your Google Business Profile account had 1,000 reviews and ratings last week and the counting widget/icon now shows 990, you’d still find 1,000 reviews if you were to count manually. This indicated a discrepancy between the actual and reflected counts.
Even as many were scratching their heads and speculating about the possible causes, Victoria Kroll from Google posted a statement in the Google Business Profiles Forum that said, “We’re aware of an issue affecting some Google Business Profiles, causing some profiles to show lower-than-actual review counts due to a display issue.
The reviews themselves have not actually been removed. We’re working hard to resolve this and restore accurate review counts as quickly as possible. We appreciate your patience and will share updates on this thread as they become available.”
Image: Google employee explaining the reason behind the missing Google reviews
Contents:
• It Could Also Be Permanent Damage!
• Not Just a Glitch, but a Glimpse of What Comes Next
• How This Affects Local Businesses
• How Businesses Can Protect Their Reviews
• Google’s Continuous Review Algorithm Updates
• Step Up Your Review Game or Lose Them
• Partner With Thrive Local To Avoid Review Deletion
It Could Also Be Permanent Damage
While this was mainly a display issue, many businesses reported missing Google reviews permanently.
Phil Bray, founder of Yardstick, found the firm had lost 13 positive and genuine Google reviews. He suggested this was likely due to Google’s recent announcement that it would be cracking down on fake reviews and that its new algorithm is “getting a little too excited and taking down perfectly good reviews.”
Goldmanread owner Clive Read said, “We have recently noticed that several hard earned, genuine reviews have been removed from our Google profile. Unfortunately, as with most social media companies, Google does not provide any information on why specifically these reviews have been taken down. The only response is the usual generic standard email providing a list of reasons why the reviews ‘may’ have been removed.”
Not Just a Glitch, but a Glimpse of What’s To Come
A similar event occurred in December 2024 when a wave of Google review removals was reported.
An analysis by Search Engine Land revealed that of all the deleted reviews, a staggering 73.1% had 5-star ratings. This is a sign that Google is targeting fake and incentivized reviews in order to maintain the integrity of its platform. It’s probably doing all this with the help of artificial intelligence (it’s always AI these days).
Interestingly, even the 1-star reviews were not spared and were taken off likely due to violations such as inappropriate language. Moderate reviews with 2 to 4 stars survived the wave as they appeared more balanced, genuine and believable.
How This Affects Local Businesses
“Google reviews are similar to word-of-mouth recommendations except the platform is digital and the recommendations are from strangers,” said Aaron Whitaker, Vice President of Demand Generation at Thrive, when asked about how Google reviews drive local business success.
“They directly impact your business’s credibility, local search rankings, and customer trust. When people search for a product or service, they rely on reviews to decide where to go — especially if they’re unfamiliar with your brand.”
For local businesses, removing Google reviews, whether legitimate or fake, can have serious consequences, including:
1. Lower Local Search Rankings
Google considers reviews a key local search ranking factor. Losing positive reviews can drop a business’s visibility in local search results, leading to fewer website visits and conversions.
2. Loss of Customer Trust
Customers often judge businesses based on the number and quality of reviews. If businesses suddenly lose many reviews, it can create doubt about their reputation.
3. Reduced Social Proof
A significant reduction in reviews might make a business look less established or less credible compared to competitors.
5 Ways Businesses Can Protect Their Reviews
While Google’s algorithm updates and spam filters can sometimes result in the removal of genuine reviews, businesses can take proactive steps to safeguard their review reputation:
1. Monitor Your Reviews
Regularly check your Google Business Profile to spot missing Google reviews or changes in the Google review counter display. Use Google’s review insights to understand patterns and potential risks.
2. Encourage Organic Reviews
Ask real customers to leave honest feedback after a purchase or service. Avoid offering incentives, as this violates Google’s policies and can lead to Google review removals.
3. Respond to Reviews
Engaging with customer reviews, both positive and negative, signals to Google that the business is active and values genuine feedback.
4. If Reviews Disappear, Contact Google Support
If you notice that legitimate reviews have vanished, reach out to Google Support for clarification. Sometimes, genuine reviews get caught in automated filters and Google may restore them upon review.
5. Diversify Review Platforms
Don’t rely solely on Google. Encourage customers to leave reviews on platforms like Yelp, Facebook, Clutch and Trustpilot to safeguard your review reputation and improve local rankings.
Google’s Continuous Review Algorithm Updates
This isn’t the first time Google has aggressively filtered reviews and it won’t be the last.
In response to widespread complaints, Google is constantly refining its filtering algorithm to better differentiate between fake and real reviews. However, false positives are inevitable, meaning businesses should expect ongoing Google review removals in 2025.
The best approach for businesses is to play by the rules: focus on genuine engagement, monitor the Google review counter display and build a strong presence across multiple review platforms.
As Google continues to improve its review moderation systems, businesses that prioritize authenticity and transparency will ultimately thrive in the long run.
Contacting Google Support: Getting Your Reviews Reinstated
While there’s no guaranteed way to reinstate reviews, here’s a step-by-step guide on how to try and get your reviews reinstated on Google:
1. Access Google Support
• Go to the Google Business Profile Help page: https://support.google.com/business/gethelp
2. Select Your Business
• Choose the business you’re having issues with from the dropdown menu.
3. Describe the Issue
• In the “Tell us what we can help with” section, type “Google Reviews Missing”.
• Select “Review Missing” from the options that appear.
• Click “Next Step” twice to bypass the initial help resources.
4. Email Form and Submit
• Click the “Email” button to access the contact form.
• Fill out the form with accurate and detailed information about your situation. Include any relevant details, such as the names of the missing reviewers if you know them.
• Submit your support request.
5. Check Your Inbox Regularly
• Monitor your email inbox for responses from Google. This process can take one to three weeks, so be patient.
6. Respond to the Automatic Reply
• You’ll likely receive an automated email with general information about missing reviews.
• Don’t give up here! Reply to this email, stating that the resources didn’t resolve your issue and that you need further assistance.
7. Provide Necessary Information
• The support agent may ask for additional information, such as screenshots of the reviews or the names of the reviewers. Provide this information if you have it.
• If you don’t have this information, explain why it’s difficult to obtain (e.g., due to the nature of your business) and request their help in reinstating the reviews.
8. Follow Up
• If you don’t hear back within a reasonable time frame, follow up on your request.
Important Notes
• Be polite and professional in your communication with Google support.
• Provide as much detail as possible about the missing reviews, including the reviewer’s name, the content of the review and when it was posted.
• Be patient. The review reinstatement process can take time.
• Google may not reinstate reviews that violate their policies, such as fake reviews, spam or reviews with inappropriate content.
Alternative Approach: Google Business Profile Forum
• You can also try posting about your issue in the Google Business Profile Forum: https://support.google.com/business/community?hl=en
• Explain your situation clearly and provide any relevant details.
• Other users or Google product experts may be able to offer assistance.
Remember that there’s no guarantee that your reviews will be reinstated, but following these steps will give you the best chance of success.
Step Up Your Review Game or Lose It
To recap, Google’s recent actions highlight the increasing importance of genuine and high-quality reviews for local businesses. While the recent glitch caused a temporary display issue, the long-term impact of removing Google reviews underscores the need for businesses to be proactive.
Focus on generating organic reviews, responding to feedback (both positive and negative) and diversifying your online presence across multiple review platforms. By prioritizing authenticity, businesses can protect their review reputation, maintain local rankings and foster customer trust.
“Google takes fake and manipulative reviews seriously. Their algorithms and AI systems are constantly scanning for suspicious patterns, like an influx of five-star reviews from newly created accounts or reviews that sound unnatural and repetitive. If Google detects spammy activity, it can remove those reviews, flag the business, or even penalize it in rankings. Sometimes, even legitimate reviews get caught in the filter, which can be frustrating.
So, the best approach is to encourage authentic feedback from real customers and avoid shortcuts — because Google is always watching,” Whittaker said.
Partner With Thrive Local To Avoid Review Deletion
Protect your online reputation and maximize the power of customer feedback by partnering with Thrive Local.
We offer comprehensive review and reputation management services designed to help you monitor your reviews across multiple platforms, ensuring you know what customers say. Our team can help you generate a steady stream of authentic reviews from satisfied customers, boosting your social proof and local search rankings.
We’ll also craft timely and professional responses to both positive and negative feedback, demonstrating your commitment to customer satisfaction and mitigating any potential damage from negative reviews.
By working with Thrive Local, you can proactively address review issues, maintain a positive online presence and minimize the risk of review deletion due to policy violations or algorithmic filters.
Reach out to Thrive Local today.
