Local Search

Review Velocity

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Review velocity is the rate at which a business earns new reviews over time, rather than the total it has accumulated. A steady flow of recent reviews signals an active business; a large total that stopped growing two years ago signals the opposite.

Recency matters to searchers as much as to search engines. Most people scan the newest few reviews and the date on them before they read the rating.

Formula

New reviews ÷ Time period

Where It Lives

Google Business ProfileThe reviews that affect map pack position
YelpSignificant in some trades and regions
TrustpilotCommon for service and ecommerce businesses

What Drives It

Whether anyone asks
When in the job the ask happens
How easy the review link is
Response rate to existing reviews

Benchmark

A few genuine reviews a month sustains recency for most local businesses. Bursts followed by silence read as campaigns and are worth less than a steady trickle.

Common Questions About Review Velocity

Should I reply to reviews?

Yes, to all of them. Replies are visible to every future reader, and a calm reply to a poor review reassures far more people than the review itself worries.

Can I offer a discount for a review?

No. Incentivised reviews breach Google’s policies and risk the review, and sometimes the profile. Asking plainly at the right moment works well enough without it.

Related Metrics

GBP | Google Business Profile Map Pack | Map Pack Local SEO | Local SEO

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