Why Reviews Matter for Local SEO – And How to Make the Most of Them

Online reviews are a cornerstone of local search engine optimisation (SEO), playing a crucial role in how businesses appear in local search results on Google. In an increasingly competitive digital marketplace, understanding how to harness reviews can significantly boost your visibility—and your reputation.

The SEO Power of Reviews

When someone Googles a café in York, a dog groomer in Sheffield, or a boutique in Harrogate, the businesses that appear at the top of local listings often have one thing in common: strong reviews.

Google factors in both the number and quality of reviews when deciding which local businesses to showcase. The more recent and positive your feedback, the more likely you are to appear in those all-important local maps.

Encouraging More Customer Reviews

Getting customers to leave a review can be challenging, but a few small changes can go a long way. First, ask directly—either in person after a purchase or via follow-up emails. Make the process as easy as possible by providing direct links to your review page.

If you’re unsure how to build an effective review strategy, partnering with a local expert can help. For example, partnering with a local SEO agency in Leeds that specialises in helping businesses optimise their Google Business Profiles, collect customer feedback, and enhance their local visibility through smart, data-driven strategies.

Incentivising reviews with discounts or freebies is against Google’s policies, but encouraging honest feedback and explaining how much it helps your business is entirely acceptable and often effective.

Google has recently introduced a useful update to help with this. Google now lets businesses create a QR code linking directly to their review page—perfect for tills, desks, or packaging to make leaving feedback quick and easy.

Dealing With Negative Reviews

Bad reviews happen—even to great businesses. The key is to respond promptly, professionally, and empathetically. A well-handled negative review can demonstrate excellent customer service and even build trust.

Avoid defensiveness and offer to resolve the issue offline where possible. Never ignore a poor review; instead, see it as an opportunity to show potential customers that you care.

Conclusion

Reviews are not just about reputation—they’re an essential part of your local SEO strategy. With tools like QR codes now making it easier than ever to collect them, there’s no reason not to prioritise reviews as part of your digital marketing approach. Done right, they can set your business apart and give your local presence a serious boost.