Key Takeaways
- Online reviews and your Google Business Profile directly influence local SEO rankings
- Positive reviews improve trust and drive conversions; especially for service-based businesses
- A neglected or poorly managed online reputation can hurt your marketing ROI
- Active reputation management is now a core part of digital strategy for SMEs
- Small changes (like review requests and profile optimisation) can make a big impact
The New Word of Mouth is Digital
In 2026, trust is no longer built in face-to-face meetings or traditional media. Instead, your reputation is shaped by Google reviews, star ratings, and what people say about you online.
Whether you’re a Newcastle café, a local builder, or a professional service firm, your Google Business Profile (GBP) and review footprint can either convert customers or push them to a competitor.
And here’s the catch: Google’s algorithm notices too.
Why Your Online Reputation Impacts Local SEO
Your Google Business Profile and reviews play a major role in how you rank in the “local pack”, the top three map listings shown for searches like:
- “accountant near me”
- “plumber Newcastle”
- “best café in Cooks Hill”
Factors that affect these rankings include:
- Number of reviews
- Average star rating
- Keywords in reviews (e.g. “excellent bathroom renovation”)
- Owner responses
- Profile completeness and updates
If your competitors have more reviews, better engagement, and a higher average rating, guess who’s getting the clicks?
See how we optimise for local SEO →
What Customers Look for Before Contacting You
Even if your ad or SEO gets a click, prospects often check your reviews before they convert. They’re scanning for:
- Recent reviews (not just ones from 2021)
- Patterns in the feedback (e.g. “slow response” or “great support”)
- How you respond to both good and bad feedback
- Authenticity…not overly generic or fake-looking comments
Poor or unmanaged reviews can break the funnel at the worst moment: just before the sale.
What Is a Google Business Profile and Why It Matters
Your GBP is the panel that appears when someone searches your business name, or searches for a service you offer in your local area.
It includes:
- Your reviews
- Opening hours
- Contact info
- Website link
- Photos
- Posts
- Products or services
Google uses this listing to decide who appears in map results, but it’s also a conversion asset.
Keeping it updated, keyword-relevant, and active is essential for building visibility and trust.
Simple Ways to Improve Your Online Reputation
✅ Ask Every Happy Customer for a Review
Use SMS or email templates to make this part of your process. Link directly to your GBP.
✅ Reply to Every Review — Good or Bad
A professional, helpful response shows you care. This also boosts your local SEO signals.
✅ Use Keywords in Your Review Replies
Mention service areas or offerings naturally: “Thanks Sarah, glad we could help with your tax return in Warners Bay!”
✅ Add Weekly Posts or Updates to GBP
Treat it like a mini social media feed. Add promotions, events, or featured services.
✅ Monitor and Report Fake Reviews
Don’t ignore spam or competitor sabotage; report them quickly to Google.
FAQs: Google Reviews and Marketing Performance
How many Google reviews should my business have?
There’s no magic number, but aim for more than your top 3 local competitors, and keep them recent.
Do Google reviews help SEO?
Yes. Google uses reviews (volume, content, sentiment) as ranking signals in local SEO.
What if I get a bad review?
Reply quickly, calmly, and helpfully. Don’t delete unless it violates Google’s policies. How you respond says a lot.
Conclusion: Reputation Is No Longer Optional
In a crowded market, your digital reputation is your biggest asset or your biggest liability. Good reviews and a well-managed Google Business Profile don’t just make you look good…they help you rank, get clicked, and close more leads.
If your reputation isn’t where it should be, or if you’ve simply been too busy to manage it, it’s time to prioritise.
At Sticky, we help Newcastle and Australian SMEs build digital trust alongside visibility.
✅ Contact us today to audit your local SEO and reputation strategy.
