What happened
Customer reviews now play a larger role in local buying decisions. In 2026, people are looking closely at how recent your reviews are, your average star rating, and whether your business responds to feedback.
Nearly three-quarters of consumers focus on reviews from the past three months. Another 31% only consider businesses with a rating of 4.5 stars or higher. Responses also matter, with 80% of consumers more likely to choose a business that replies to every review.
Why this matters
Recent reviews help people understand what your service is like today. A strong review from last year still has value, but many customers want evidence that your business is still delivering a good experience now.
Your star rating can affect how many enquiries you receive. If a potential customer filters out businesses rated below 4.5 stars, even a small drop in your rating can reduce the number of people who consider contacting you.
Replies show that your business is active and attentive. When you respond to reviews quickly and personally, you show future customers that feedback is read, taken seriously and used to improve the customer experience.
What to do now
Ask for reviews regularly, not only when enquiries slow down or your rating starts to fall.
Make it simple for customers to leave feedback by using email, SMS, QR codes and other straightforward routes.
Encourage satisfied customers to leave a review soon after a positive experience, while the details are still fresh.
Look for patterns in your reviews. Repeated comments can point to issues in your service, communication or customer journey.
Reply to every review with a personal and relevant message, ideally within a week.
Common mistake to avoid
Do not treat reviews as a short-term task that only matters when your Google Business Profile looks inactive. Review recency now plays a significant role in how people judge local businesses, so long gaps between reviews can weaken trust.
Avoid copied and pasted replies too. A short, specific response that refers to the customer’s experience is more useful than a generic thank-you message.
How Kraken Dev Co can help
Kraken Dev Co can help SMEs make reviews part of a practical local SEO and Google Business Profile strategy. This may include improving review request journeys, adding clearer calls to action, and making it easier for customers to leave feedback at the right time.
The aim is to help your business present a current, trustworthy picture to people who are already comparing local options and deciding who to contact.
