Google Reviews Under Review

The presence of online reviews has become increasingly important to businesses in order to generate sales & reputational management.

If you’ve ever wondered about how Google Reviews work, who writes them and how they should (or shouldn’t be) used, here are some things to consider.

What should you look out for?

First off, you should understand that Google reviews need to be taken with a grain of salt…or a dash of seasoning.

If you’re ordering products or services for the first time, it makes sense to do your due diligence and gather as much information as you can.  So go ahead, check out the reviews but keep in mind that all reviews come with a dollop of reality.

How to decipher nonsense from the real deal? 

This becomes tricky, especially if there are vast differences in the # of stars given.  Either they are all 5-star “raves”, or all 1-star “rants”.  Keep an open mind and be sure to put on your detective hat & glasses to determine what exactly went on here and why.

1. Look for detailed product information in order to verify that indeed, this reviewer may know something about the product or service.

2. Then decide whether or not this poses a problem for you.  If not, keep reading on.  It is recommended that you only pay attention to those reviews with very specific information on it.  If there’s a lot of “general” information, it could be that the company itself went online to promote their own product and or hired a team to write favourable reviews on their behalf.

3. Read the 1 star reviews and determine whether or not there’s validity to what’s being reviewed.  Was there enough detail for you to believe the product or service was actually purchased?  Or could it be a competitor just blowing smoke?  If someone felt really burned by a bad purchase, they will feel compelled to explain what exactly happened so that others will not fall prey to the same circumstance.  Pay attention to those scenarios and address your concerns if you decide to move forward with this purchase.

4. Did the 1 star review mention politics? Or product?  If the review is only calling out “discrimination” or “unfairness”, that may be a “brigade” attempt by some hostile groups attempting to sow discord with incorrect information.  Typically a “leader” in a particularly disenfranchised group, may try to intimidate others to no longer use your business services for whatever reason.  Could be politically or personally motivated.  These reviews typically all show up on or around the same timelines.

5. Read the “middle” ground reviews, that is 3 & 4 star reviews and see if what’s been said, would help or hinder your decision about this item or service. 

6. Review the Reviewer!  Might be worthwhile taking a few extra moments to see how often this person reviews and what you think of their comments – are they always hostile or was that just a one off?

Lastly, if you are making your purchase decision based on reviews, it may be beneficial to investigate return and credit policies ahead of time.  Always better to be safe than sorry, on guard and over-prepared, and with good reviews often come good results.