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When it comes to Google reviews, think of them like loaves of bread. A bakery with shelves stacked full of fresh loaves looks appealing. A bakery with a dusty loaf from 2019? Not so much.
Your business profile is no different. Google is interested in both the frequency of reviews you receive and the number of reviews you have. We refer to this as review frequency. Indeed, it has the power to make or break your local search presence.
Google’s mission is serving users the most relevant, up-to-date results to their searches. Reviews play a big role in that:
- Fresh reviews = fresh trust signals. Google assumes that a business with recent reviews is active, credible, and continues to deliver good service.
- Stale reviews = red flags. If your last review was in 2022, Google (and customers) might wonder if you’ve closed up shop.
- Ongoing reviews = consistency. A steady flow shows that you don’t just have one big “review campaign” but genuine, continuous customer engagement.
It’s like dating apps: someone who hasn’t updated their profile in years probably isn’t that committed. Google feels the same about your reviews.
How Review Frequency Impacts Rankings
1. The 3-Pack Spotlight
The famous “Google 3-Pack” (those three businesses that appear at the top of local search and Maps) is heavily influenced by reviews. Businesses with regular, fresh reviews are more likely to land—and stay—there.
2. Click-Through Rates
Even if you appear in search, a listing with “Reviewed 3 days ago” looks far more appealing than one with “Reviewed 11 months ago.” Customers are drawn to businesses that appear current.
3. Keyword Signals in New Reviews
Customers naturally drop keywords into reviews (“best vegan café in Manchester” or “affordable dentist in Leeds”). Frequent reviews keep feeding Google new keywords, which boosts your relevance for more searches.
For a deeper dive on the anatomy of strong reviews, see our article: The Ideal Google Review: What It Looks Like in 2025.
We understand that the temptation to organise a "review drive" and gather fifty in a single weekend is strong. Here's the issue, though: unusual spikes are viewed as suspicious by Google. It seems unnatural to have months of stillness after a barrage of evaluations. You don't want to be on Google's bad side, so trust us when we say that it can even raise red flags regarding bogus reviews.
In the quest for SEO, slow and steady wins. An occasional flood is much worse than a steady trickle.
What’s the Ideal Review Frequency?
Although there aren`t written laws, the following guidelines can help:
- Small companies in less competitive markets should aim for two to three reviews every month.
- For highly competitive industries (restaurants, salons, and dentists), weekly reviews help you maintain your position of search engines and prospects alike.
- In the case of large or high-volume businesses, it is recommended to receive many evaluations every week, or even every day.
Frequency and timing go hand in hand. Reviews are most powerful when they’re collected right after a positive experience. That’s why asking at the right moment is so important. If you wait too long, the customer’s enthusiasm fades. If you ask immediately and make it simple, you’ll get steady, natural-looking reviews.
How to Maintain a Healthy Review Flow
1. Teach your employees to ask for reviews - basic scripts politely are quite effective:
“It just takes a few seconds, and we would appreciate your comments. Simply tap or scan this link.”
2. Make It Simple - No one likes typing lengthy URLs. Utilize resources such as The Colour Stand, which enables clients to instantly scan or tap. After seven seconds, a new review appeared.
3. Remember Your Regular Clients - regulars are the best. Credibility is increased by the fact that their reviews frequently indicate the reasons they return.
4. Answer all reviews - whether positive or negative, replying to all reviews demonstrates your activity to Google and potential clients. It also invites others to add their voices.
Companies that cease gathering reviews run the danger of:
- Rankings decline as rivals remain competitive.
- Appearing inactive to clients.
- Missing opportunities for keywords from continuous reviews.
It's similar to leaving a party early and then having no one remember you.
Conclusion
Although it's not flashy, review frequency has a lot of influence. Customers and Google both take note when you receive reviews on a regular basis.
Therefore, instead of worrying about achieving 500 reviews in a single day, concentrate on creating a consistent, regular pattern. Results come with consistency, much like with exercise (and you don't even need gymwear) :P.
Because reviews are like fresh bread in local SEO—the more you bake, the better you smell to onlookers.
Want to keep your reviews flowing without awkward chasing? Try The Colour Stand—a colourful display that makes review requests simple, instant, and consistent.