How Many Google Reviews Do You Need to Be Trusted?

Chapters

• 0:00 Cold open: you showed up, but did they trust you?
• 0:39 People search first (BrightLocal, 2023)
• 0:54 People read reviews (BrightLocal, 2026)
• 1:13 Throwback: 1 to 6 reviews (BrightLocal, 2015)
• 1:32 Trust has to be earned (BrightLocal, 2026)
• 1:51 Volume matters: the 20-review line (BrightLocal, 2026)
• 2:20 Reviews have an expiration date (BrightLocal, 2026)
• 2:50 Profile and reviews are one system
• 3:11 What we do for your profile, Google Maps, and reviews
• 4:04 This week's tune-up: check your newest review

Show notes

You showed up on Google. But did they trust you? Kate brings the review stats. Dan brings eleven reviews, one of them from his aunt, and the certainty that he is fine.

The profile gets a business found. Reviews are what get it chosen. Kate's figures, each one credited as she says it:

• 98 percent of people used the internet to find information about local businesses. Source: BrightLocal, 2023.
• 97 percent of consumers read reviews for local businesses. Source: BrightLocal, 2026.
• Most people formed an opinion after reading one to six reviews. Source: BrightLocal, 2015. That is a throwback, not where people are now.
• 49 percent of consumers trust online reviews as much as a personal recommendation. Source: BrightLocal, 2026.
• 47 percent of consumers won't use a business with fewer than 20 reviews. Source: BrightLocal, 2026.
• 74 percent of consumers only care about reviews written in the last three months. Source: BrightLocal, 2026.

So it is not "get reviews" and stop. It is "keep getting reviews." The profile and the reviews are one system: the profile says the business is active, and fresh reviews say it is worth trusting.

You can do this yourself. Or, if it is one more thing on a full plate, 6 String Creative will take it on. For the Google Business Profile, that is a cleanup of the name, address, phone, hours, and categories, then fresh photos, posts, and a reply to every review each month. For Google Maps, that is the work Google weighs when someone nearby searches, plus a plain-English report of where the business shows up. For reviews, that is a simple text or email ask right after a visit. Pick one, two, all three, or none.

This week's tune-up: open the business on Google Maps and look at the newest review. If it is older than three months, ask three happy customers from this week.

The Free Google Profile Snapshot is a second set of eyes on the listing and the reviews, with no pressure.

Sources

BrightLocal Local Consumer Review Survey (2015, 2023, 2026).

• 98 percent of people used the internet to find information about local businesses. BrightLocal, 2023.
• 97 percent of consumers read reviews for local businesses. BrightLocal, 2026.
• Most people formed an opinion after reading one to six reviews. BrightLocal, 2015.
• 49 percent of consumers trust online reviews as much as a personal recommendation. BrightLocal, 2026.
• 47 percent of consumers won't use a business with fewer than 20 reviews. BrightLocal, 2026.
• 74 percent of consumers only care about reviews written in the last three months. BrightLocal, 2026.

Transcript

Kate: So you fixed up your Google profile. Your digital storefront is clean, your hours are right, and people are finding you.

Kate: You showed up. But did they trust you?

Dan: Why are you looking at me?

Kate: Welcome back to Marketing Tune-Up, from 6 String Creative. I'm Kate.

Dan: And I'm Dan. Quick heads-up: we're AI voices.

Kate: But every number today is real, and we'll tell you where it comes from. Last episode was about getting found through your digital storefront. Today is about getting picked, and that runs on reviews.

Kate: Stick with us, and by the end you'll have one small thing to check. That's the tune-up for your business this week.

Dan: Which, for the record, I'm fine on.

Kate: We'll see.

Kate: Number one. According to BrightLocal's consumer survey, 98 percent of people used the internet to find information about local businesses.

Dan: See, that's the map part. That's me. I've got that covered.

Kate: And once they find you, they read. BrightLocal's 2026 survey says 97 percent of consumers read reviews for local businesses.

Kate: So your reviews are the first conversation a stranger has with your business, and you're not even in the room.

Dan: Mine are good conversations. Mostly. There was the one guy.

Kate: Here's a throwback. Back in 2015, BrightLocal found that most people formed an opinion after reading just one to six reviews.

Dan: Ha! Six. I have six. More than six. I'm set.

Kate: In 2015, sure. That's an older number, Dan. Here's where people are now.

Kate: In 2026, nearly half of consumers, 49 percent, say they trust online reviews as much as a personal recommendation.

Dan: Nearly half. So the other half.

Kate: Are reading with one eyebrow up, looking for proof that your reviews are real. And real looks like volume.

Kate: In that same 2026 survey, 47 percent of consumers said they won't use a business with fewer than 20 reviews.

Dan: Okay, hold on. Eleven is a lot of reviews. Those are eleven really good reviews. One of them is from my aunt, but she meant it.

Kate: Dan. Nearly half the people looking at you would scroll right past.

Dan: Even with the aunt?

Kate: Even with the aunt.

Dan: Fine. So I get to twenty, and then I'm done. Right?

Kate: Here's the twist. Reviews have an expiration date.

Kate: BrightLocal's 2026 survey found 74 percent of consumers only care about reviews written in the last three months.

Dan: Three months? My newest one is from the spring. Of a year.

Kate: Those reviews from two years ago are like a faded sign in the window. People want to know what you're like now.

Dan: So it's not "get reviews." It's "keep getting reviews."

Kate: Every month. That's the tune-up. And if you only do one thing, start there. That's the tune-up for your business this week.

Kate: So here's how it fits. Your Google Business Profile gets you found. That's Dan's map.

Dan: And your reviews get you chosen. That's Kate's star.

Kate: Together, they tell Google and customers the same thing: this business is active and worth trusting.

Kate: Now, you can absolutely do this yourself. But if it's one more thing on a full plate, we're happy to help. Here's what that actually looks like.

Kate: For your Google Business Profile, we start with a cleanup. We claim or verify it, then fix your name, address, phone, hours, and categories so they match everywhere you're listed. Then every month we keep it active, with fresh photos, posts about what's new, and replies to every review.

Dan: My hours are right. Mostly. Holidays are a gray area.

Kate: Holiday hours are on the list.

Kate: For Google Maps, we work on what Google weighs when someone nearby searches for what you do, like your categories, consistent listings, and steady activity. And we track where you show up on the map every month.

Dan: So you can promise I'll be number one?

Kate: Nobody honest can promise that. You get consistent work and a plain-English report showing what we did and where you're showing up.

Kate: And for reviews, we set up an easy way to ask happy customers right after their visit, by text or email, so fresh ones keep coming in. You own all of it, and you can pick one, two, all three, or none. It's completely your call.

Dan: I'm starting with the reviews. Clearly.

Kate: Okay, here's the tune-up for your business this week. Pull up your business on Google Maps and look at your newest review. Is it from the last three months?

Dan: If not, think of three happy customers from this week and ask them. Just ask. I'm texting three right now.

Kate: Not your aunt.

Dan: Not my aunt.

Kate: And if you'd like a second set of eyes, no pressure at all, we offer a free Google Profile Snapshot. We'll look at your listing and reviews and share what we'd tackle first.

Dan: It's at 6stringcreative.com. That's the number six, string, creative, dot com.

Kate: Thanks for listening to Marketing Tune-Up. I'm Kate.

Dan: And I'm Dan, off to get review number twelve.

Kate: That's the tune-up for your business this week. Keep those reviews fresh, and keep that digital storefront shining.