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Fake ReviewsI wrote this post in 2018 to help people understand the many fake reviews out in the community. Research has shown that people have figured it out. A post I wrote touched on the study showing the benefit of asking and responding to reviews. This post was written all the way back in early 2018, but data has supported my theory that a little nick on your review score can help your overall performance. Digging into that same article from October 2019 shows that small business conversion rate is actually significantly higher for those with a 4,6, a 4.7, 4.8, or 4.9 rating than a 5.0. Even more recent studies have shown the same or similar data. People get it. All reviews being 5.0 isn't real and the data is showing that the people are responding with their wallets. The Growth of the Fake Review Industry Nobody likes to see someone speak badly about them and I know many business owners are upset or even hurt by a negative review. Unfortunately, they are a part of doing business, and in some unscrupulous markets, bad ones show up that were never even clients or contacts. Though Google is working on cleaning up both positive and negative fake reviews, it is best to have a plan in place to just keep getting more reviews and bury those negatives, or respond to them in the proper way, which sometimes is enough to turn people. Sometimes your response to a negative review is actually more effective than ten positive ones. Here are some things to look out for. In general, just try to follow the Google Best Practices and let the others get in trouble. Look at who is leaving reviews: You can click on the reviewer's name in bold and see their review history. If you see a company with many reviewers that don't have any other reviews or seem to have random 1 or 5-star reviews scattered all across the country or world, rather than a more natural cluster of reviews in one geographic area and a few from other areas they may have visited while away, you may be looking at fake profiles from a fake review network. Take a look and see if a large percentage of reviews for a company seem to be of this type. The 1 and 5-star no explanation reviews: These are becoming a little less common because fakers are getting a little better these days, but the lazy fakers used to just leave a review and no explanation, and their profile would show a lot of these at random businesses around the country or world. These are just a few red flag review types. If you dig in even further, you can often find entire fake review networks by seeing the same reviewers coincidentally popping up on the same businesses all over the place. Now any one of these red flags could potentially be possible on their own. A user may sign up for Google just to leave a review for a business they particularly like or dislike and then not review again, but it shouldn't be a heavy percentage of your reviews. The better resolution is to just keep doing a good job and keep asking for reviews, and you can push that one or two negatives down on the list. That 4.8 average score may get you more calls than the 5 anyway, as people get better at spotting the fakes. I have heard many stories where a client or business owner tells me they had someone say they were drawn to them by the way they handled a negative reviewer. As long as they aren't flooding in, it is actually a great opportunity to show your personality and professionalism. Many more people read the negative reviews and how you respond than bother to read the positives, as long as your overall score is respectable.

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