Every reply you post on your Google Business Profile is public. The customer who wrote the review reads it, and so does everyone who looks at your business on Google Maps and Search later. This guide shows what to write for each kind of review, with examples you can adapt.
Why replies matter
Google says that replying to reviews shows customers you value their feedback, and that positive reviews and helpful replies can help your business stand out. Google also counts reviews toward prominence, one of the three main factors in local results.
A reply is written for two readers: the reviewer, and the next customer who is deciding whether to visit. Write for both.
How to post a reply on Google
Only a verified owner or manager of the profile can reply. On Google:
- Open your Business Profile on Google Search or Maps.
- Select Read reviews.
- Next to the review, select Reply.
- Write your reply and select Reply to post it.
Reply to positive reviews
A good reply to a positive review is short and specific. It proves a person read the review.
- Thank the reviewer by name.
- Mention one detail from their review, such as the dish, the service or the staff member.
- Invite them back, or tell them about something related they might like.
- Sign off with your name or initials.
Thank you, Priya! We're glad the balayage came out the way you wanted. Meera will be happy to hear it. See you at your next appointment. – Arjun, owner
Reply to negative reviews
A negative review is your chance to show future customers how you handle a problem. Wait until you are calm, then reply.
- Thank the reviewer for telling you.
- Apologise for their experience. You can apologise without accepting every claim.
- Name the specific problem, so they know you read the review.
- Say what you have changed or will do, if that is true.
- Give a way to continue the conversation privately, such as a phone number or email address.
Hi Daniel, thank you for telling us about this. I'm sorry you waited 40 minutes past your booking time on Saturday. That isn't the experience we want for anyone. We've since added a second stylist on weekend mornings. I'd like to make this right, so please call me on 020 7946 0000. – Sam, manager
Reply to fake or suspicious reviews
Reviews from people who were never customers, or that break Google's rules in another way, can be reported to Google. First check your records, because a real customer with a bad day is not a fake review, and see the separate guide for how to report and appeal.
When to reply
Reply soon after the review appears. Google's own tips say a prompt response shows that you value your customers' feedback. A negative review with no reply looks the same to a reader as a problem you ignored.
Pick a routine you can keep, such as checking new reviews at the start of each working day, and reply to every review, not only the bad ones.
What not to say
- Personal or private details about the customer, such as what they bought, their health or their booking, unless they wrote it in their review first.
- Offers of discounts or gifts in exchange for changing or removing a review. Google's policies forbid incentivised reviews.
- The same copied reply on every review. Readers notice, and it tells them nobody read their feedback.
- Arguments, sarcasm or accusations, even when the review is unfair.
- Marketing copy, links or keywords stuffed into the reply.
Reply to reviews with Reach
Reach puts your Google reviews in one list. Filter by replied or unreplied and by sentiment, and sort by date or rating, so the reviews that still need an answer are easy to find.
Select Generate Suggested Response and Reach drafts two replies. They are written in the review's own language and based on the review, your business details and up to five of your past replies, so they sound like you.
A draft only fills the reply box. Nothing is posted until you confirm it. Edit the draft, then post it to Google from Reach. You can update a reply you already posted the same way.
Frequently asked questions
- Should I reply to every Google review?
- Yes, if you can. Replies to positive reviews thank your customers in public, and replies to negative reviews show future customers how you handle problems.
- Can I delete a negative review?
- No. Only Google can remove a review, and only when it breaks Google's policies. You can flag a review that breaks the policies, and you can reply to any review.
- How long does a reply take to appear?
- Google checks replies against its content policies first. Google says this usually takes up to 10 minutes and sometimes up to 30 days.
- Can I edit a reply after posting it?
- Yes. Open Read reviews on your Business Profile and choose Edit or Delete under your reply.