What Every Small Business Owner Should Know About Fake Reviews

For small business owners, every review matters. A single fake review — whether unfairly negative or suspiciously glowing — can distort how real customers see your business. Knowing how to spot and handle them is essential for maintaining credibility and visibility.

Why Fake Reviews Are a Real Problem

Fake reviews are more than just an annoyance. They have tangible consequences for small businesses:

• They mislead potential customers, creating doubt about your quality or legitimacy.
• They skew your average rating, impacting trust and local SEO performance.
• They waste time, as you investigate and dispute content you didn’t earn.
• They can trigger unfair comparisons, especially if competitors use them dishonestly.

Google’s automated systems catch many fake reviews, but plenty slip through — which means vigilance is key.

How to Spot a Fake Review

Identifying fakes early prevents damage and helps you report them effectively.

1. Check the profile — fake accounts often lack photos, details, or other reviews.
2. Look for repeated language — identical phrases appearing across multiple businesses.
3. Note timing patterns — sudden bursts of reviews within hours often signal manipulation.
4. Compare details — fake reviewers mention wrong products, staff names, or locations.

What to Do When You Find One

Knowing how to act saves stress and strengthens your position with Google.

1. Report calmly — flag the review as fake through your Google Business dashboard.
2. Keep records — take screenshots and note dates in case of escalation.
3. Reply professionally — briefly state you have no record of the customer and invite offline contact.
4. Request removal — if the review breaches policy, submit a detailed removal request with supporting evidence.
5. Encourage real feedback — positive reviews from genuine customers help counterbalance false ones.

Fake reviews thrive on silence. A calm, professional response and a few real voices can quickly drown them out.

Conclusion

Fake reviews can seriously harm small businesses, but they’re not unbeatable. By staying alert, reporting effectively, and encouraging authentic feedback, you protect both your reputation and your ranking. The best defence is a steady stream of genuine, satisfied customers speaking for you.