Local SEO

Review Signals

Last updated October 2, 2026

What is Review Signals?

Review signals are a category of local ranking factors derived from customer reviews posted on Google Business Profile and other review platforms. Key review signals include the overall star rating, total review count, review velocity (how frequently new reviews are being received), review recency, the sentiment of review text, and whether the business owner responds to reviews.

Google uses review signals to assess the quality and credibility of a local business. Businesses with higher ratings, more reviews, and active engagement with reviewers tend to rank better in local pack results. Review text that organically includes relevant keywords or service areas can also contribute to topical and geographic relevance signals.

Why it matters for SEO

Review signals influence both local rankings and consumer behavior. A business that ranks in the local pack with a high star rating and many recent reviews will earn significantly more clicks and calls than a competitor with a lower rating. Actively managing and soliciting reviews is one of the highest-ROI local SEO activities because it improves both algorithmic signals and conversion rates simultaneously.

Example

Two electricians in the same town both have a 4.7 rating. One has 12 reviews, the most recent from a year ago, and no owner replies. The other has 140 reviews, several from the past month, many mentioning "EV charger installation", and replies to each. The second sends much stronger review signals for recency, volume and relevance.