New research shows that consumers are trusting online reviews less and less, so is this all a waste of time?
I’ve seen companies create fake Google accounts just to get those 5 star reviews. I’ve seen them use those reviews as proof of how great they are all across their marketing collateral. And guess what? It works. People believe what they see, or they used to anyway..
But does that mean Google Reviews are pointless? Should we stop asking customers for honest feedback? Is Reputation Management now… irrelevant? Absolutely not.
Google Reviews are still one of the most powerful ranking and conversion tools you’ve got. They still control visibility, trust, and customer decisions—even if people don’t trust them like they used to.
If you’re choosing between two businesses, one with 50 reviews and one with 10, which one are you calling? You already know the answer…
So, let’s break it down. Are Google Reviews still worth it in 2025, or are we all just wasting our time?
Why Google Reviews Still Matter for SEO and Sales
There’s a lot of debate right now about whether Google Reviews are still worth chasing. Some businesses have stopped asking altogether, saying they don’t work like they used to. I think that’s a mistake.
The reality is, Google Reviews still play a massive role in how visible your business is. They might not be as trusted as they were a few years ago, but they still control how many people find you, click on you, and choose you.
Google Reviews impact rankings. The more high-quality reviews you have, the better your chances of ranking in Google’s Local Pack.
High ratings influence clicks. If you’re choosing between a 4.7-star business and a 3.9-star one, you already know which one gets more calls.
Responses matter. 45% of consumers are more likely to visit a business that actively replies to reviews. Google loves engagement, and businesses that respond tend to rank higher.
Google is still the number one review site. Even if trust is dropping, over 80% of consumers check Google reviews first before making a decision. Even if people don’t believe everything they read, they’re still looking.
People Trust Reviews Less, But They Still Use Them
The way people use reviews is changing, but they haven’t stopped relying on them.
In 2020, 79% of consumers trusted reviews as much as personal recommendations. In 2025, that number is just 42%.
The data suggests that consumers are now second-guessing reviews. Most likely wondering if they’re fake, paid for, or manipulated. This is partly because so many businesses have abused the system with fake 5 star reviews, but this isn’t the only reason. People get annoyed by businesses all the time. The business they chosen to do their roofing had lots of great reviews but they’ve ended up disappointed anyway. People are trusting people less, the government continues to break promises and lie, we just live in a world where trust in others is declining.
27% of consumers only use one review platform before choosing a business. That’s 4% more than last year. If your Google reviews are weak, you’re putting your business at a severe disadvantage.
However, that means there are over 70% of people who still check two or more sources.. Google dominates, but Facebook, Trustpilot, Checkatrade, and industry-specific platforms still carry weight.
Google Reviews vs Other Review Platforms – Where Should You Focus?
Google Reviews might be the most important, but as I mentioned above, they aren’t the only platform that matters. Different industries lean on different platforms, and depending on what you do, you’ll need to diversify your review portfolio.
Google Reviews – Number one for local search visibility. If your Google reviews are bad or non-existent, customers won’t even find you.
Trustpilot & Checkatrade – Strong for trades, contractors, and service-based businesses. These platforms hold more weight in certain industries but it ultimately comes down to where your target audience looks for your business.
Facebook & Nextdoor – Not as trusted as they used to be, but great for word-of-mouth and local recommendations. Some industries see a lot of engagement here. Facebook is pretty solid.
Google is where people find you, but other platforms are where they validate you.
Final Thoughts – Are Google Reviews Still Worth It?
Yes. Even though trust is dropping, Google Reviews still have a massive impact on rankings, clicks, and conversions.
If you ignore them, your competitors win. If you use them right, you get more leads, more calls, and better rankings.
So, are Google Reviews still worth it?
I don’t even think it’s a question that needs to be answered.
Source: Multiple figures taken from BrightLocal’s Local Consumer Review Survey 2025
I’m Calum, Owner of Everyday Digital.
I write about Local SEO, Google Business Profile and how businesses can get found on Google to increase their leads.
