What Every Business Owner Needs to Know About Fake Reviews on Google Business Profile in 2025
As a local business owner, your Google reviews aren’t just social proof; they're also your SEO currency. But what happens when that currency is counterfeit?
Online reviews play a crucial role in shaping consumer trust and influencing purchasing decisions. However, one fake or malicious Google review can harm your business’s reputation and negatively impact your local SEO rankings.
Imagine this
You’re running a business you’ve poured your heart into. You’ve built a solid client base, your team’s doing great work, and your Google rating is glowing. Then, out of nowhere, a string of 1-star reviews pops up. Random angry comments from names you don’t recognise, with vague complaints or no real details. Now you don’t remember these customers. Truthfully, you’re not even sure if they are your customers. But now these reviews are public. Right on your Google Business Profile for everyone to see. And most of the time, you’re not even sure where to begin. Do you respond? Report? Ignore?
Businesses are caught off guard by fake or malicious Google reviews that can quickly damage their reputation and hurt their visibility in local searches. What’s worse is that many of these reviews aren’t even from real customers. Sometimes it’s an automated response; other times, it’s someone having a bad day and taking it out on your brand. Either way, fake reviews can have a real impact if left unchecked.
In this guide, we’ll explore how to identify fake reviews and the steps to remove them all based on the hundreds of businesses we’ve helped handle this very situation.
Let’s start with what fake reviews actually look like and why managing them is crucial for your local SEO in 2025.
Why Fake Reviews Are a Growing Problem
As Google becomes the front door for nearly every business search, reviews are no longer just word-of-mouth; they’re also a ranking factor.
And before we get into the technical how-tos, let’s clear one thing up: "Fake reviews are not just a reputation issue" because they also affect how and where you show up on Google.
Here’s the reality:
Reviews influence how high your business ranks in Google’s local pack and map listings.
- Lower rankings in local pack result in loss of customer trust
- Even one fake negative review can affect your click-through rate, especially if fake reviews dominate the top few spots
- Users trust them as much as personal recommendations.
Google’s algorithm increasingly rewards authenticity and penalises suspicious engagement. So keeping your review section clean isn’t vanity; it’s vital SEO hygiene. - Fake reviews aren’t just frustrating; they’re strategically damaging. They dilute your real customer feedback and can push your business down in search, right when someone’s ready to buy.
How to Spot a Fake Google Review
You don’t need advanced tools or training to identify suspicious reviews. In most cases, fake reviews follow patterns.
Here’s what to look for:
1. Vague or Generic Language
If someone says, “Terrible service” or “Great place!” with zero specifics, it might be an automated response or a troll. Because real customers usually reference staff, products, or experiences. Fake ones are often emotion-filled but empty in detail.
2. Anonymous or Odd Reviewer Profiles
- No profile photo
- Names like “User123”
- Only one or two reviews in total
These are common tells of fake accounts used to post mass reviews.
3. A Sudden Spike in Negatives
If you go from 4.9 stars to 3.7 overnight and the reviews all say similar things? That’s a red flag, particularly if your business hasn’t had a sudden customer issue. Bots and coordinated attacks often post multiple reviews at once, sometimes triggered by a competitor or a disgruntled individual.
4. Review From a Non-Customer
You might see names you’ve never interacted with. Maybe they mention services you don’t offer. If they weren’t a customer, they shouldn’t be reviewing.
5. Copy-Paste Content
Sometimes fake reviewers use templated or duplicated reviews. You might even see identical reviews on other businesses in your industry.
How to Remove Fake Google Reviews (Step-by-Step)
Now, let’s get into the practical bit. Here’s how we advise clients to deal with harmful or fake reviews on their Google Business Profile.
Step 1: Flag the Review
Go to your Google Business Profile and:
- Find the suspicious review
- Click the three-dot menu (⋮)
- Select “Report Review.”
- Choose the most accurate reason (Common reasons: Spam, Conflict of interest, Offensive content, fake content)
Keep in mind: Google is more likely to act on reviews that clearly violate its content policies.
Step 2: Escalate With a Formal Appeal
If the review stays up after being flagged, then head to Google’s support page and file an appeal.
You’ll want to provide:
- Screenshots
- Context (e.g., this person was never a customer)
- Evidence (invoices, logs, CRM notes)
Be professional, clear, and thorough.
Step 3: Consider Legal Options (If It’s Severe)
For persistent or damaging attacks, especially defamatory content, you can submit a legal removal request through Google’s legal support, or you might also consult a lawyer for serious reputation threats, as they can help issue a legal removal request directly to Google.
Keep in mind: Reviews that clearly break Google’s review policies are far more likely to be removed. Be specific and provide enough documentation.
Looking to improve your Google Business Profile for stronger visibility and trust in 2025?
Know more about this on our detailed blog:
Importance of a well Optimised Google Business Profile for 2025
Why Removing Fake Reviews Helps Your Local SEO
Google’s algorithm is designed to surface the most trustworthy, relevant, and credible businesses.
Here’s how cleaning up fake reviews boosts your SEO:
1. Improves Search Ranking
Fake reviews dilute your profile and engagement metrics. A well-maintained review section signals quality to Google, which in turn improves your visibility in local packs and maps.
2. Increases Click-Through Rate
Star ratings and recent review content heavily influence user decisions. A 4.9-star business with real, thoughtful feedback will always get more clicks than one riddled with low-effort spam.
3. Boosts Conversions
When potential customers trust what they read, they’re more likely to take action, whether that’s booking, calling, or walking through the door.
Proactive Tips to Prevent Review Damage
Getting fake reviews removed is only part of the battle. Here’s how to protect your reputation going forward:
Monitor Weekly: Don’t let suspicious reviews sit. Regularly check your GBP or use a review monitoring tool (like BrightLocal or Whitespark).
Encourage Happy Customers to Leave Feedback: Make it easy. Send a review link after service or include it on receipts and follow-up emails. The more real reviews you have, the less impact fake ones can make.
Respond to Every Review: Yes, even the bad or fake ones. Be polite, professional, and factual. Show future readers that you care and that you’re actively managing your presence.
Report Violations Quickly: Don’t wait. The sooner you act, the stronger your case for removal.
Don’t Let Fake Reviews Define Your Business
You can’t control what people post, but you can control how you respond and how well your business is positioned online.
Removing fake reviews isn’t just about pride; it’s about visibility, conversions, and protecting what you’ve built. And in 2025, a clean, trusted Google Business Profile is one of the strongest assets you have.
Need Support with Your Online Reputation or GBP?
Our digital experts at Planet Media help businesses across Australia clean up their profiles, improve their local SEO, and stay ahead of reputation risks.
Learn more about our tailored SEO solutions designed to boost your business. Contact us today for personalised help.
