What happens when you reply to a Google review?
You must verify your business before you can reply. Google then checks each reply against its content policies. It says replies usually take up to 10 minutes to review but can sometimes take up to 30 days, and you will be asked to edit a reply that is not approved. An approved reply appears publicly under the review as the business, without your personal name. The reviewer is notified when you reply, and can still change their review afterwards, which updates the date shown on it.
Which reviews always need a reply?
Some reviews need a reply because readers judge the business by whether one is there. A complaint left unanswered reads as agreement, and an unanswered question sends the next customer elsewhere. Google's reply tips say to acknowledge mistakes where they happened, explain what you can and cannot do, and move complex situations to phone or email. The review types below should always get a reply, written or checked by someone who knows what happened.
- One-star and two-star reviews with written comments.
- Three-star or mixed reviews that criticise something specific.
- Any review that asks a question, including positive ones.
- Reviews that state something factually wrong about prices, hours or services.
- Reviews that raise safety, cleanliness or welfare concerns.
Is it worth replying to five-star reviews?
Yes, when you can add something. Google's tips put it directly: instead of sending the same thank-you to everyone, focus on reviews where you can share a helpful update or answer a question. They also say to be conversational rather than promotional, and to avoid offering deals in replies. A good five-star reply picks up one detail from the review, such as the job, the dish or the staff member's first name, and adds a fact the next reader can use. A general five-star review can get a short thanks in varied wording, or no reply.
Example: a review praises how quickly a burst pipe was fixed on a Sunday. A useful reply: 'Thanks, glad we could get there the same day. We keep one plumber on call each weekend for leaks like this.' The second sentence must be true; if it is not, leave it out.
What about star-only ratings and old reviews?
A rating with no text gives you nothing specific to answer. A reply is optional: a short thanks under a five-star rating does no harm, and a brief invitation to get in touch under a one-star rating shows readers you noticed. Old reviews need a decision. Because the reviewer is notified when you reply, answering a complaint from years ago can reopen a closed matter. If you have a backlog, answer recent and unresolved complaints first, and work through older ones only where the reply still helps a reader today.
Are there reviews you should not reply to straight away?
Some reviews need a decision before any reply. When a review looks like part of an extortion attempt, report it first; Google advises businesses not to engage with the people behind those scams. Health practices should be careful with reviews praising clinical results, because Ahpra says practitioners should take care when engaging with reviews on third-party sites, as that may be treated as using a testimonial to advertise. Reviews that mention a legal dispute, a workplace incident or a child also deserve a senior person's approval before anything is posted.
How quickly should replies go out?
Google's tips say to respond in a timely manner, without setting a number. Set your own targets by review type and write them down, so the team knows what late means. A negative review left for a fortnight is read by every customer who checks you in that time, while a five-star review can wait for a quiet afternoon. Build approval into the targets: a draft written in an hour is no use if the approver only checks on Fridays. The table below gives example targets to adapt to your business.