Reviews contribute to conversion, but they are not very important for actually ranking Google Business Profiles (GBPs) in local search results. Many SEO gurus claim reviews are the most vital ranking factor, but that is a myth.
I’ll explain the real top factors for ranking a GBP and share examples of top-ranked profiles with very few reviews. I’ll also provide actionable tips for improving local rankings with or without reviews.
Why the Myth Exists
- It’s an easy excuse for agencies struggling to rank GBPs
- Reviews build user trust and credibility to boost conversions
- SEOs realize their value for conversion optimization
However, reviews don’t significantly impact rankings. You can outrank profiles with far more reviews by optimizing other factors.
Factors That Do Impact GBP Rankings
- Organic ranking – The higher your organic ranking for relevant keywords, the better chance your GBP has to rank
- GBP optimization – Completely fill out all available fields like descriptions, categories, attributes, etc.
- Local keywords – Use neighborhood names, landmarks, and local events references
- NAP consistency – Match name, address and phone number across directories
- Onsite optimization – Improve site speed, use local schema markup, etc
Additionally:
- Citations – Not as important as before but still useful for establishing local presence
- Links – Quality links signal trust and relevance, especially local sites like chamber sites
Actionable Tips to Improve Local Rankings
Here are some concrete tips you can implement to improve local SEO rankings:
- Leverage AI tools like ChatGPT for prompts on optimizing GBPs, writing local schema markup, and generating location-based keyword ideas
- Improve organic rankings with relevant semantic content like FAQ articles
- Use hyperlocal keywords with neighborhood and city event references
- Join relevant local chambers to gain trust-signaling links
- Complete all citations across directories to establish local presence
Summary
Remember, reviews help gain trust and credibility with searchers to improve conversions, but they aren’t very important for ranking Google Business Profiles. (1) At my agency, we focus instead on technical onsite optimizations, semantic signals of relevance, and ways to demonstrate localness.
Let me know in the comments if you have any other questions!
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