Getting high-quality reviews is key

According to Google a high quality review is one that actively informs the reader in their decision-making process.

Reviews that do the following would be considered higher quality:

1. Are recently written (and therefore more relevant than older reviews).
2. Are from a recognisable individual (and therefore are likely to be real, and therefore relevant).
3. Are written from the perspective of someone who (according to Google's analysis) has clearly experienced the service or bought the product (so their views are likely to be relevant).
4. Are written in a way that clearly defines the benefits or weaknesses of the service or product (again, are helpfully relevant).

For Google, relevancy is first and foremost. Google is looking for review content that demonstrates that the reviewer is familiar with the product or service they are reviewing and that their review is providing valuable information to a potential buyer.

But what about quantity?

Potential customers increasingly know what they're looking for when it comes to reviews - and seek out a business with a high percentage of good scores across a good number of reviews. If for example there are just three reviews, all with 5 stars, then readers may cynically surmise that the owner's friends and family are the authors. Whereas if there are 50 good reviews, spread over a good period of time, then a high average score would seem more likely to be genuine.

How to use Google Reviews to boost your perceived value to potential customers.