How Reviews Impact Local SEO (And What to Do About It)

Alex Roth

Summary

Local SEO is one of the most powerful levers for driving customers to your business. But while many factors influence local rankings, online reviews have become one of the most decisive. From review volume to star ratings to response practices, reviews directly impact how search engines rank your business—and how customers decide whether to choose you. This article explores the connection between reviews and local SEO, the risks of neglecting them, and the strategies multi-location brands can use to win.

Why Reviews Matter in Local SEO

When a customer searches “near me,” the businesses that appear in Google’s coveted local pack aren’t chosen at random. Google looks at three factors: relevance, distance, and prominence. While distance is fixed, prominence is largely determined by signals like links, citations, and—critically—reviews.

In fact, review signals make up about 9% of local pack/finder ranking factors, with high star ratings and a steady flow of reviews improving visibility. This means reviews not only influence whether a customer trusts your business, but also whether they see it in search results in the first place.

The Data on Reviews and Rankings

SOCi’s Top 10 Things You Should Be Doing in Local SEO Now report underscores the impact:

Multi-location businesses in the top Google local pack positions average 404 reviews, compared to 281 reviews for positions three through five.
Star ratings matter too—the average Google Business Profile rating is 4.1, and maintaining a high score is essential just to stay competitive.
Responses matter: for every 25% of reviews a business responds to, conversion improves by 4.1%.

And our 2025 Consumer Behavior Index reinforces the stakes: 91% of consumers use reviews to evaluate local businesses, and 65% are more likely to choose a business that responds to reviews. In other words, reviews drive both visibility and trust.

The Risks of Neglecting Reviews

Ignoring reviews carries two major risks:

Lower Visibility: Without consistent review generation, businesses struggle to compete for prime positions in local search. This means fewer clicks, fewer visits, and fewer conversions.
Lost Trust: Unanswered reviews—especially negative ones—signal neglect. Customers are quick to move on to a competitor that appears more responsive. SOCi’s research shows that 55% of consumers are concerned about fake reviews, making authentic engagement more important than ever.

Case in Point: Localized Store Pages and SEO Wins

Reviews don’t act in isolation. They amplify other local SEO signals when paired with optimized local pages. Consider Dick’s Sporting Goods: by investing in localized store pages filled with unique content, reviews, and accurate listings, the brand dominates local SEO and captures high-intent searches in every market.

This shows the synergy between reviews and broader local SEO. Accurate listings, optimized pages, and a strong flow of authentic reviews together form the foundation for ranking in both the local pack and organic results.

What to Do About It

For multi-location brands, turning reviews into an SEO advantage requires a deliberate strategy:

Solicit Reviews Consistently: Don’t leave it to chance. Ask satisfied customers for feedback through email, SMS, and in-store prompts.
Prioritize Review Volume and Recency: A steady flow of new reviews signals ongoing relevance to Google and keeps your profiles competitive.
Maintain High Ratings: Aim for 4 stars or higher across platforms. Monitor ratings and address recurring issues quickly.
Respond to Every Review: Thank happy customers and resolve complaints with empathy. This improves conversions and signals credibility.
Integrate Reviews into Local Pages: Showcase reviews on store-specific landing pages, boosting both SEO and customer confidence.
Leverage AI at Scale: Tools like SOCi’s Genius Reputation Agent make it possible to respond to reviews rapidly and authentically across thousands of locations.

Conclusion: Reviews as the New SEO Power Signal

Reviews aren’t just about reputation—they’re one of the strongest signals powering local SEO today. High volumes of fresh, positive reviews improve your visibility in the local pack. Responding to them improves conversions and builds trust with customers who are comparing options in real time.

For multi-location enterprises, managing this at scale is complex—but it’s also where competitive advantage lives. SOCi makes it possible with AI-powered tools that unify review management, local listings, and SEO strategy into one platform.

Ignoring reviews means losing visibility and customers. Managing them strategically means growth. The choice is yours.

Ready to turn reviews into a competitive edge? Request a demo today and see SOCi’s Genius Reputation Agent in action—responding faster, smarter, and at scale to power your local SEO.