How to Reply to Google Reviews (Steps and What to Say)

A reply to a Google review is read by the next person who's deciding whether to contact you, not just by the reviewer. For a small business, a calm, helpful answer can do more for you than the review itself. The steps are short, so I'll take you through them and then through what Google's own advice says makes a good reply.

I've followed Google's Business Profile help pages for this. Google changes its screens, so if a label looks different on yours, look for the same wording rather than the same position.

Before you reply to a Google review

Google's help says your business must be verified before you can reply to reviews. If you can't see a Reply icon at all, that's the first thing to check. If your business isn't on Google yet, my guide to adding a business to Google Maps comes first.

Replying to a Google review on a computer

Google's help gives these steps:

1. Go to your Business Profile at business.google.com.
2. Select Read reviews.
3. Next to the review, select the Reply icon.
4. Type your reply in the dialog box.
5. Select Reply.

The page I read lists the computer steps only, so I can't give you exact phone steps. If you manage your profile from your phone, look for the same Read reviews and Reply wording in the app.

What happens after you reply to a Google review

Your reply isn't instant. Google's help says it checks replies against its content policies. Replies usually take up to 10 minutes, but sometimes up to 30 days, and if a reply isn't approved you'll be asked to edit it. Once approved, it appears publicly under the review, shown as coming from your business rather than a personal name.

The reviewer is also notified. Google's help says they can still change their review after reading your reply, and the review date will update to show the latest change. That's a good reason to keep your tone calm: you may well be talking to the same person again.

Editing or deleting your reply to a Google review

1. Go to your Business Profile and select Read reviews.
2. Under your reply, select Edit. To remove it instead, select Delete, then Delete again.
3. Make your changes and select Update.

If you spot a typo or a detail you got wrong, edit it promptly rather than leaving it up.

What Google says a good reply to a review looks like

Google's tips for replying to reviews are simple and sensible:

• Keep replies professional, polite and brief.
• Skip generic thank-you messages; add a useful update or answer a question instead.
• Avoid promotions, and instead reinforce the customer's experience and invite them back.
• Address the reviewer by name and sign your reply with your name or initials.
• Reply promptly.

If you'd like starting points for different situations, my Google review response prompt pack has wording ideas you can adapt in your own voice.

Replying to a negative Google review without making it worse

Google's advice on negative reviews is to not share reviewer details or attack the reviewer. For complex issues, you can ask them to contact you privately. It also says to acknowledge real mistakes, explain what you can and can't do, and apologise where it fits.

1. Wait until you're calm, then read the review twice.
2. Thank them for the feedback in a sentence, using their name.
3. Say what you know about what happened, without blame.
4. Offer a private route to sort it out, such as your business email.
5. Sign off with your name and keep it short.

Remember who you're writing for. The reviewer may never reply, but future customers will read your answer. My piece on how online reviews affect buying habits explains why that matters.

Flagging a Google review that breaks the rules

A bad review isn't automatically a rule-breaking one. Google's help on reporting reviews says only reviews that violate its policies are eligible for removal, and disagreeing with a review isn't enough. If one does break the rules, the steps are:

1. Go to your Business Profile and open the reviews section.
2. Click the report icon next to the review.
3. Choose a reason, such as spam or profanity.
4. Send the report.

Google says evaluation typically takes several days. Its Maps content policy lists categories such as fake and misleading content, inappropriate content and behaviour, off-topic content, and advertising and solicitation.

Asking customers for Google reviews the right way

Google's policy says incentivised reviews aren't allowed and will be removed. Businesses may not offer anything in exchange for reviews, discourage negative reviews or selectively ask only happy customers. Real reviews that you ask for, without pressure and without trying to influence the rating, are fine. Don't ask for specific wording.

If you can't reply to a Google review

• Check that your business is verified, because Google says you must verify before you can reply.
• Check you're signed in to the account linked to your Business Profile.
• Remember review availability depends on country or region and business category, and it can change over time, according to Google's help.
• Wait if you've replied recently, since approval can take a while.

Once your replies are sorted, my Google Business Profile checklist covers the rest of the listing.

Frequently asked questions

How do I reply to a Google review?

Go to your Business Profile at business.google.com, select Read reviews, choose the Reply icon next to the review, type your reply and select Reply. Your business must be verified.

Why can't I reply to a Google review?

Google's help says you must verify your business first. Review availability also depends on country or region and business category.

How long does a reply take to show?

Google's help says replies usually take up to 10 minutes, but sometimes up to 30 days, while it checks them against its content policies.

Does the reviewer see my reply?

Yes. Google's help says the reviewer is notified and can still change their review after reading your reply.

Can I edit or delete my reply?

Yes. Select Read reviews, then Edit under your reply to change it, or Delete to remove it, then select Update to save changes.

Can I get a bad Google review removed?

Only if it violates Google's policies. Google's help says disagreeing with a review isn't enough. You can click the report icon next to the review, choose a reason and send it.