Google Customer Reviews

What are Google Customer Reviews?

Google Customer Reviews is a free service provided by Google that helps businesses collect feedback from customers who have made purchases on their websites. This service allows businesses to improve their online reputation and customer trust by displaying product ratings and reviews, which can also positively impact search engine visibility.

Below is a fictional example from Google showing how customers would be asked to leave a review after purchasing a product or service from a business that has Google Customer Reviews integrated:

Why is Google Customer Reviews Important?

Customer reviews are a signal of trust for both customers and search engines that enable businesses to establish credibility and increase conversion rates, among many other benefits:

Build Trust and Credibility

Positive reviews and ratings can improve a business's online reputation, making potential customers more likely to purchase from them.

Improve Conversion Rates

Displaying customer reviews on your website can boost consumer confidence and lead to higher conversion rates.

Enhance SEO Performance

Product ratings and reviews can positively influence search engine rankings, making it easier for potential customers to find your products and business.

Gain Valuable Feedback

Customer reviews provide insights into customer preferences, helping businesses identify areas for improvement and tailor their offerings to better meet customer needs.

Increase Customer Engagement

Encouraging customers to leave reviews can foster a sense of community and loyalty, leading to repeat business and word-of-mouth referrals.

How Does Google Customer Reviews Work?

Google Customer Reviews is made up of four main components: Google Customer Reviews Opt-in, Google Customer Reviews Survey, Google Customer Reviews Badge, and Seller Ratings. Let’s explore each in more detail:

Google Customer Reviews Opt-in

When a customer completes a purchase on a participating retailer's website, they are presented with the option to opt-in to receive a Google Customer Reviews survey. This opt-in usually appears as a small pop-up or notification at the end of the checkout process. Customers can choose whether or not they want to participate, and their decision does not affect their purchase or experience on the website.

Google Customer Reviews Survey

Once a customer has opted-in, they will receive an email from Google Customer Reviews containing a survey about their experience with the retailer. The survey typically asks questions about the customer's satisfaction with the purchase, shipping, and customer service. The responses are collected and used to calculate the retailer's overall customer satisfaction score, which contributes to their Seller Rating.

Google Customer Reviews Badge

Retailers participating in the Google Customer Reviews program can display a badge on their website to show off their customer satisfaction scores. The badge features a star rating and a numerical score, as well as the total number of reviews received. It serves as a trust signal to potential customers, indicating that the retailer is committed to providing excellent service and quality products.

Displaying your Google Customer Reviews Badge serves as a trust signal to potential customers.

Google Customer Reviews Badge

Seller Ratings

Seller Ratings are an aggregate score that reflects a retailer's overall customer satisfaction based on Google Customer Reviews, as well as other reputable review sources. The ratings are displayed on Google Ads and Google Shopping, giving shoppers a quick way to evaluate the trustworthiness and reliability of a retailer before making a purchase. A higher Seller Rating can improve the retailer's visibility on Google Ads and help increase their click-through rate (CTR), potentially leading to more conversions and sales.

In summary, Google Customer Reviews is a valuable tool for businesses looking to showcase their commitment to customer satisfaction and build trust with potential customers. The program allows customers to provide feedback, and retailers can use this feedback to improve their service, while also displaying their positive reputation through the Google Customer Reviews Badge and Seller Ratings.

How To Set Up Google Customer Reviews

Setting up Google Customer Reviews involves a few simple steps, which include creating or using an existing Google Merchant Center account, enabling the Google Customer Reviews program, and adding the necessary code snippets to your website. Here's a step-by-step guide to help you set up Google Customer Reviews:

(1) Create a Google Merchant Center account

If you don't already have one, sign up for a Google Merchant Center account at You'll need to provide basic information about your business and verify your website during the sign-up process.

(2) Enable Google Customer Reviews:

Once you have a Google Merchant Center account, sign in and navigate to the "Programs" tab. Look for the "Google Customer Reviews" card and click "Get Started." Follow the prompts to enable the program and accept the terms of service.

(3) Add the survey opt-in code to your website:

After enabling Google Customer Reviews, you will be provided with a code snippet for the survey opt-in module. You need to add this code to your website's order confirmation or thank you page, which is displayed to customers after they complete a purchase. Make sure to place the code between the <head> and </head> tags of your HTML. This code will display the opt-in option to your customers, allowing them to participate in the Google Customer Reviews survey.

(4) Customize the opt-in code (optional):

You can customize the opt-in code to match your website's design and language preferences. You'll find customization options in the Google Merchant Center's "Google Customer Reviews" settings. Be sure to update the code snippet on your website with any changes you make.

(5) Add the Google Customer Reviews badge code to your website:

To display the Google Customer Reviews badge on your website, you'll need to add another code snippet provided in the "Google Customer Reviews" settings. You can place this code anywhere on your website, but it's typically added to the footer or a prominent location where customers can easily see it. This badge will showcase your overall customer satisfaction score and help build trust with potential customers.

(6) Test the integration:

To ensure that the Google Customer Reviews program is working correctly, make a test purchase on your website and verify that the opt-in module appears on the order confirmation page. You should also check if the Google Customer Reviews badge is displaying correctly on your website.

(7) Monitor and analyze customer feedback:

Once the program is set up, you'll start receiving customer feedback through the Google Customer Reviews surveys. Regularly monitor and analyze this feedback to identify areas of improvement and make adjustments to your business processes accordingly.

By following these steps, you can successfully set up Google Customer Reviews for your website and start leveraging customer feedback to build trust and improve your online reputation.

How Can I Use My Reviews?

Once you’ve started to collect customer reviews, here are some ways to make the most of them:

Incorporate Them in Your Business Listings

Google Customer Reviews can be integrated into your business listings on Google Business Profile, which helps to increase your online visibility. Showcasing positive reviews can encourage potential customers to choose your business over competitors. Moreover, having a high rating and numerous reviews can improve your local search ranking, making it easier for customers to find your business.

Integrating your customer reviews into your Google Business Profile listing could encourage potential customers to use your services.

Review Summary in GBP

Display Them on Your Website

Featuring Google Customer Reviews on your website can increase trust and credibility among potential customers. You can embed the reviews on your homepage, and product pages, or create a dedicated testimonials section. This not only helps to establish social proof but also shows that you value customer feedback. Make sure to update the reviews regularly and consider highlighting particularly glowing testimonials to draw attention to your business's strengths.

Use Them on Social Media

Sharing Google Customer Reviews on your social media platforms can further extend your reach and showcase your customer satisfaction. You can create posts highlighting specific reviews, celebrate milestones (e.g., reaching a specific number of reviews or achieving a high average rating), or even respond to reviews publicly to demonstrate your commitment to customer service. This can help to humanize your brand and show potential customers that you genuinely care about their experiences.

In Marketing Materials

Incorporate customer reviews in your marketing materials, such as brochures, flyers, and email campaigns. Featuring customer testimonials in these materials can help establish trust and demonstrate the value of your offerings.

Respond to Reviews

Take the time to respond to both positive and negative reviews. Thanking customers for their positive feedback or addressing concerns in a professional and empathetic manner can help improve your business's reputation and potentially turn a negative review into a positive one.

Analyse Reviews for Improvement:

Use Google Customer Reviews as a source of valuable feedback to identify areas for improvement in your business. By analyzing common themes and trends in the reviews, you can pinpoint areas where customers are particularly satisfied or dissatisfied, and then work on making improvements accordingly.

By incorporating Google Customer Reviews into various aspects of your business, you can effectively leverage them to build trust, showcase your successes, and ultimately drive more business.

Google Customer Reviews vs. Google Product Ratings

While both Google Customer Reviews and Google Product Ratings deal with reviews and ratings, they differ in their focus, sources, and application. Google Customer Reviews is about the overall shopping experience with a retailer, while Google Product Ratings pertains to individual product ratings aggregated from multiple sources.

Below is an example of an Apple store Google Customer Reviews vs. a Macbook Google Product ratings.

Google Customer Reviews Example
Google Product Reviews

Below we are comparing the two based on certain aspects:


  • Google Customer Reviews: Evaluates the overall shopping experience with a specific online store or retailer.

  • Google Product Ratings: Provides aggregated ratings and reviews for individual products.

Source of Reviews:

  • Google Customer Reviews: Reviews are collected from customers who have purchased on the participating retailer's website.
  • Google Product Ratings: Reviews are sourced from multiple websites, retailers, and review platforms.

Ratings Display:

  • Google Customer Reviews: Seller ratings appear on Google Ads and Google Shopping as a 1-5 star rating and a total number of reviews.
  • Google Product Ratings: Product ratings appear on Google Shopping, Google Ads, and sometimes in organic search results as star ratings and a number of reviews.


  • Google Customer Reviews: A free program that businesses can join to collect feedback directly from their customers.
  • Google Product Ratings: Businesses must either provide their own reviews or work with an approved third-party review aggregator to collect and submit reviews to Google.


  • Google Customer Reviews: Helps businesses build trust with potential customers and improve their online reputation.
  • Google Product Ratings: Offers potential buyers reliable information on product quality and performance, aiding their decision-making process.

How To Get More Positive Google Customer Reviews

Getting more positive Google customer reviews is essential for any business looking to establish a strong online presence and increase customer trust. Here are five ideas to help you get more positive reviews:

Respond To All Reviews Immediately

Quickly responding to all reviews, whether positive or negative, shows your customers that you care about their opinions and feedback. This can encourage more people to leave reviews, knowing that their voices will be heard. When responding to negative reviews, make sure to address the issue professionally and offer a solution. This can help turn an unhappy customer into a satisfied one, potentially leading to an updated positive review.

Control and respond to your Google Business Profile reviews within the Hike platform.

Reviews Section within Hike

Create Social Media Accounts to Connect with Customers

Establishing a strong social media presence allows you to connect with your customers on a more personal level. Regularly share updates, promotions, and content that your audience will find interesting and engaging. Encourage customers to share their experiences and leave reviews on Google. By fostering a sense of community and communication, you will create a positive environment that encourages customers to share their positive experiences with your business.

Aim for a Percentage, Not a Number

Instead of focusing on a specific number of positive reviews, aim for a high percentage of positive reviews relative to the total number of reviews. This can help set realistic goals and benchmarks for your team. For example, strive to maintain a 90% positive review rate rather than aiming for 100 perfect reviews. This approach can help you focus on consistently delivering high-quality products and services while managing customer expectations.

Display the Google Customer Reviews Badge on Your Site

Showing the Google Customer Reviews badge on your website can serve as a reminder for customers to leave reviews and provide social proof of your business's credibility. The badge displays your overall review score and the number of reviews your business has received. This can instill trust in potential customers and may encourage them to try your product or service, ultimately leading to more positive reviews.

Be Kind and Patient

Providing exceptional customer service is crucial to earning positive reviews. Be kind, patient, and understanding when dealing with customers. Go above and beyond to exceed their expectations, and they will likely want to share their positive experience with others. Remember, happy customers are more likely to become repeat customers, refer others to your business, and leave glowing reviews.

By implementing these strategies, you will create a solid foundation for earning more positive Google customer reviews, which will help build trust, increase your online visibility, and ultimately drive more business.

Handling Negative Google Customer Reviews

Dealing with negative Google customer reviews is an inevitable part of running a business, but it can also be an opportunity to demonstrate your commitment to customer satisfaction.

Here are three methods to handle negative reviews effectively:

Respond Quickly & Professionally

A prompt response to negative reviews shows that you value your customer's opinions and are eager to address their concerns. It demonstrates your commitment to resolving any issues and can help mitigate the review's negative impact. Aim to respond within 24 hours, to convey a sense of urgency and attentiveness.

When responding to a negative review, it's essential to stay professional and empathetic. Avoid being defensive or confrontational. Start by thanking the reviewer for their feedback, then acknowledge the issue they've raised. Express your understanding of their frustration and avoid using canned or generic responses. A sincere, tailored response can go a long way in showing your commitment to customer satisfaction.

Transfer the Conversation Offline

In some cases, it's best to move the conversation away from the public eye to discuss the matter privately. Invite the reviewer to contact you through email, phone, or direct message to discuss their concerns further. This can help you avoid escalating the situation in the public forum and allow you to address the issue more personally and in-depth.

Offer a Solution To The Issue

Always offer a solution to the issue raised in the negative review. Depending on the situation, this could involve a refund, a replacement, a discount on a future purchase, or a sincere apology. Be genuine in your efforts to rectify the problem and make amends. In some cases, a customer may be willing to update their review or remove it entirely once their issue has been resolved satisfactorily.

Providing solutions to customer problems is an example of good customer service and can result in updated or removed reviews.

Good Customer Service

By responding quickly, and carefully, moving the conversation offline, and offering a solution, you can effectively handle negative Google customer reviews. This approach can turn a potentially damaging situation into an opportunity to showcase your dedication to customer satisfaction, ultimately helping to maintain your business's reputation and credibility.

Downsides of Google Customer Reviews

Although there are many positives to using the Google Customer Reviews platform, there are a few downsides that you should consider:

No Customisation

Google Customer Reviews does not offer a lot of room for customization in terms of appearance and formatting. This means that businesses cannot modify the look and feel of their review section to better match their brand identity. The lack of customization options may result in a less cohesive appearance for the business's online presence, which could potentially impact customer perception.

Limited Use

Google Customer Reviews focuses primarily on collecting and displaying reviews for online transactions, which means that businesses with a significant offline presence or those operating in industries where transactions are not completed online may find the platform less useful. Additionally, since Google Customer Reviews only displays reviews submitted through its system, it does not allow businesses to aggregate reviews from other sources, which can limit the visibility of a more comprehensive set of customer feedback.

No Widgets

Google Customer Reviews does not offer any dedicated widgets or plugins that can be easily integrated into a website or other online platforms. As a result, businesses must rely on Google's API to display reviews on their website, which may require additional development work and resources. This lack of easy-to-use widgets can make it more challenging for businesses to showcase their reviews, especially if they lack technical expertise. The only thing that Google offers is the 'Website Badge' which only displays only a star rating, and it's not as effective as showing reviews in full.

Frequently Asked Questions

The below questions are commonly asked by those learning more about this platform, however, if you are not able to find the answer you are looking for, let us know and we can update this article with your question(s). 

Why should I use Google for Customer Reviews?

Great question - firstly, because Google is a well-known and trusted name, it enhances your business’s credibility and customers are more likely to trust reviews from a familiar source, which can positively impact their purchase decisions. 

Secondly, by participating in Google Customer Reviews, your business becomes eligible for Google Seller Ratings. These ratings, displayed as stars, provide a visual representation of your overall customer satisfaction and can appear in Google search results, Google Shopping, and Google Ads. A higher seller rating can enhance your online reputation and potentially increase click-through rates on your ads.

Thirdly, it is relatively easy to set up, with a simple process that involves adding a few lines of code to your website. This can be an attractive option for businesses that want to collect and display customer feedback without investing a significant amount of time or resources.

Finally, Google Customer Reviews is a free service, making it accessible to businesses of all sizes. This can be particularly advantageous for small businesses with limited budgets, as it provides a cost-effective way to gather valuable customer feedback.

Can I use Google Customer Reviews even if I do not sell physical goods?

Yes, you can use Google Customer Reviews even if you do not sell physical goods. The platform is designed to collect and display feedback for businesses that sell products or provide services online. As long as your business conducts online transactions and has a checkout process, you can integrate Google Customer Reviews into your website.

Does Google Customer Reviews work with 3rd party review systems?

Google Customer Reviews is not designed to integrate directly with third-party review systems. It primarily focuses on collecting and displaying reviews submitted through its own platform. However, you can still use Google Customer Reviews alongside other third-party review systems, as long as you manage them separately.

Can I Choose the Date that Customers Receive the Survey Email?

Since September 2021, Google Customer Reviews does not provide a built-in option to choose a specific date for sending survey emails to customers. When a customer completes a purchase, they are asked if they would like to opt-in to receive the survey email. If they agree, Google will automatically send the survey email after their order has been fulfilled and delivered. The timing of the survey email is determined by Google's algorithm, which takes into account factors such as the estimated delivery date.

What Happens If I Don't Have a Seller Rating?

If you don't have a seller rating in Google Customer Reviews, it means that your business hasn't met the minimum requirements to display a rating. In this case, your Google Customer Review badge will state "Rating not available" instead of a score.

To receive a seller rating in Google Customer Reviews, your business must meet the following minimum requirements:

Minimum Review Count

You need to have at least 100 verified reviews from customers within the last 12 months. These reviews must be collected through Google Customer Reviews or other approved Google sources, such as Google Shopping.

Minimum Rating Score

Your business should maintain a minimum rating score of 3.5 out of 5 stars (or higher) to be eligible for Google Seller Ratings. This score is calculated based on the average of all your customer reviews.

Once you meet these requirements, Google will automatically aggregate and display your seller rating in various places, such as Google Ads, Google Shopping, and organic search results. Keep in mind that Google Seller Ratings may not be available in all countries.

Will These Reviews Show on My Product Pages?

No, Google Customer Reviews is designed to primarily collect and showcase reviews for your overall business, rather than individual product pages. The system focuses on your customer's overall shopping experience and satisfaction with your business as a whole.

However, if you want to display reviews specifically for individual products, you can use Google's Product Ratings feature. Product Ratings display star ratings and review counts on individual product pages, Google Shopping, and Google Ads. These ratings are gathered from multiple sources, including merchants, third-party review aggregators, and editorial sites.

To implement Product Ratings, you need to follow Google's guidelines and provide a product review feed. This feed should contain information about the reviews you have collected for each product. Once set up, the product reviews will be visible on your product pages, helping potential customers make more informed purchasing decisions.

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