Google reviews Australia: The ultimate guide to building your business reputation

Online reviews are critical to any business strategy in today’s digital world. Whether you’re running a local café in Melbourne or managing a product or service brand, building a strong presence on Google can significantly boost your trust, visibility, and credibility in the Australian market.

But not all reviews are created equal. While some businesses may be tempted to take shortcuts—like buying fake feedback—these tactics can lead to serious legal and reputational consequences. That’s why earning genuine reviews from real customers is more important than ever.

This guide offers everything you need to know about Google reviews in Australia, including strategies for gathering authentic feedback, the importance of genuine reviews, and navigating legal and ethical boundaries.

The importance of Google reviews for Australian businesses

While buying fake reviews might seem like a shortcut, there’s no substitute for building an authentic reputation. Here’s why focusing on genuine reviews will always benefit your business in the long run:

• Trust and loyalty: Authentic reviews help you build lasting relationships with customers based on trust.
• SEO benefits: Google rewards businesses that follow its guidelines, improving your rankings organically. Customer reviews written on Google for companies with more recent reviews can expect better search engine visibility.
• Legal safety: Staying within the boundaries of Google’s policies protects you from legal trouble and penalties.
• Valuable customer insights: Genuine reviews offer unfiltered feedback about what customers love—and where you can improve. This insight can guide product development, service improvements, and staff training.

Australian regulations and Google’s policies on fake reviews

While online reviews can be a powerful tool for business growth, navigating them responsibly is essential. Australian law and Google’s policies have clear business guidelines regarding fake reviews.

Australian Consumer Law (ACL)

Under the Australian Consumer Law (ACL), businesses are prohibited from engaging in misleading or deceptive conduct, which includes creating or arranging for fake or misleading online reviews. The Australian Competition and Consumer Commission (ACCC) enforces this law and investigates cases of deceptive practices related to online reviews.

Consequences of violating ACL: 

Businesses caught creating or arranging fake reviews can face legal action, fines, and reputational damage. This includes penalties for engaging in deceptive practices that mislead customers about the quality or nature of a product or service.

Google’s policies on fake reviews

Google also has strict policies against fake reviews and manipulative review practices. These are outlined in their Fake Engagement Policy, which prohibits businesses from posting or purchasing fake reviews. Here’s a breakdown of what happens if a business violates Google’s policies:

Consequences of violations:

• Temporary removal of reviews
• Blocking new reviews or ratings for a period
• A warning message is displayed on the Google Business Profile

Google uses a combination of automated systems and human reviews to detect fake or inappropriate reviews. These systems are designed to ensure the integrity of review content and protect consumers from misleading information.

• Review-gating: Google also bans the practice of “review-gating,” where businesses selectively allow only positive reviews to be posted. This ensures that the reviews displayed on Google reflect genuine customer experiences, not curated or manipulated feedback.
• Reporting fake reviews: Consumers are encouraged to report fake or misleading reviews, which further helps maintain the authenticity of business profiles.

Best practices for encouraging genuine Google reviews

Instead of resorting to shortcuts like buying fake reviews, focus on ethical ways to grow your business’s online reputation. Here are the best practices for gathering authentic Google reviews:

1. Ask for reviews at the right time

Timing your request is key. Ask customers to leave feedback after a positive interaction or when they’ve had a good experience. This can be after a successful purchase, service, or experience that exceeds expectations.

Example request:

“Thanks for choosing us! We’d love to hear your feedback—please take a moment to leave us a review on Google.”

2. Make it easy for customers to leave reviews

Provide a direct link to your Google review page so customers can quickly and easily share their feedback. This can be shared via email, SMS, or on your website.

3. Engage with reviews

Engage with positive and negative reviews to show customers you care about their feedback. Responding to reviews helps build stronger customer relationships and shows potential clients that your business is attentive and professional.

4. Train your team to ask naturally

Frontline staff (like sales reps, customer service agents, or technicians) can be trained to ask for reviews as part of their closing interaction. Make sure it feels natural, not scripted or pushy.

Example:

“If you’re happy with the service today, we’d really appreciate a quick Google review—it helps more than you know!”

5. Showcase existing reviews

Highlighting great reviews on your website, social media, or marketing materials can inspire others to share their own experiences. It creates social proof and subtly encourages participation.

How to respond to both positive and negative reviews

Your response to reviews plays a significant role in maintaining a good business reputation. Here’s how to handle both types of feedback:

1. Responding to positive reviews

Acknowledge the customer’s positive experience and express appreciation. This shows gratitude and encourages more customers to leave their feedback.

Example response:

“Thank you for your kind words, Sarah! We’re thrilled you loved your experience with us. Looking forward to serving you again!”

Pro tip: Long-winded responses can come off as scripted or overdone. Aim for concise, heartfelt replies that get the message across clearly.

2. Responding to negative reviews

Handle negative reviews with professionalism. Acknowledge the issue, apologize if necessary, and offer a solution. Responding thoughtfully to negative reviews shows your commitment to improving and that you value customer feedback.

Example response:

“Thank you for your feedback, John. We’re sorry to hear about your experience and are actively investigating the issue. Please reach out to us directly so we can make things right.”

Pro tip: Match your brand voice while staying respectful and friendly. Even if a review is harsh, never mirror negativity—always stay calm and professional.

3. Personalize your responses

Avoid generic replies. Mention the customer’s name and refer to something specific they said. Personalization makes your response feel genuine and shows that you’re really listening.

Example:

“Hi Emma, thank you for mentioning our fast delivery—our team works hard to make that happen!”

4. Don’t just respond—learn from feedback

Use both positive and negative reviews as learning tools. If multiple customers mention the same issue or praise the same thing, take note—it’s a valuable insight into what’s working and what needs attention.

Common mistakes to avoid with Google reviews

Avoiding certain mistakes can ensure your review strategy remains effective and compliant with Google’s and Australian regulations. Here are some common pitfalls to avoid:

1. Buying fake reviews

While it may seem easy to boost your ratings, buying fake reviews violates Australian Consumer Law and Google’s policies. The risks of fines, legal action, and damage to your business far outweigh the temporary benefits.

2. Ignoring negative feedback

Ignoring negative reviews can harm your business. Always respond to positive and negative reviews to demonstrate that you care about your customers’ experiences and are actively working to improve.

3. Manipulating reviews

Avoid selectively displaying only positive reviews or pressuring customers for positive feedback. Google values authenticity, and manipulative practices can result in penalties.

4. Not asking for reviews at all

Many businesses miss out on valuable feedback simply because they don’t ask. Encouraging happy customers to leave reviews (in a compliant, non-pushy way) can significantly improve your online reputation over time.

5. Responding emotionally or unprofessionally

It’s easy to take a bad review personally, but responding with anger or defensiveness can hurt your brand. Always keep responses polite, professional, and focused on resolving the issue.

6. Using incentives in exchange for reviews

Offering discounts, freebies, or other rewards in exchange for positive reviews violates Google’s policies and can result in reviews being removed—or worse, account penalties.

7. Delaying responses to reviews

Taking too long to respond—whether it’s a complaint or praise—can make your business appear disengaged. Aim to respond in a timely manner to show you’re attentive and customer-focused.

Building an authentic online reputation

Google reviews are an invaluable tool for Australian businesses. They offer an opportunity to enhance your online presence, improve SEO, and build customer trust. By following ethical practices, complying with Australian Consumer Law and Google’s policies, and gathering authentic feedback, you can create a genuine and lasting reputation that benefits your business in the long run.

Avoid the temptation of buying fake reviews and instead focus on providing excellent service, encouraging feedback, and responding thoughtfully to reviews. Doing so will build a strong foundation of trust and credibility that will help your business thrive.

Frequently asked questions on Google reviews Australia

How Birdeye simplifies Google review management

Birdeye is a robust platform that makes managing and enhancing your online reputation easier, particularly regarding Google reviews. Here’s how Birdeye can support your business:

• Automated review requests: Birdeye automates the review collection process, making it simple for satisfied customers to leave their feedback on Google. Whether through email or SMS, this feature ensures consistent review collection with minimal effort.
• Centralized review dashboard: With Birdeye, you can monitor reviews across all platforms, including Google, from one central location. No more juggling multiple websites to track feedback—manage everything from one dashboard and respond quickly.
• Enhanced SEO performance: Birdeye helps ensure your Google Reviews stay fresh and up-to-date, which can significantly improve your local SEO. The more genuine reviews you gather, the higher your business ranks in search results, helping you stand out from competitors.
• Reputation management: Birdeye makes engaging with positive and negative reviews easy. By responding quickly and professionally, you can maintain a strong online presence and show customers you value their feedback.

By leveraging Birdeye, you can cultivate an authentic reputation without resorting to shortcuts like buying fake reviews, ensuring long-term business growth and success.