Building Your Online Review Strategy for the New Year

If you do not have a systematic approach to collecting and managing online reviews, you are leaving money and rankings on the table. As we head into 2026, here is how to build a review strategy that actually works.

Why Reviews Matter More Than Ever

Google’s local algorithm updates throughout 2025 made it clear: reviews are one of the strongest local ranking signals. Businesses with more recent, higher-rated reviews consistently outrank competitors in the local pack. Beyond rankings, 87% of consumers read online reviews before choosing a local business, and most will not consider a business with fewer than 10 reviews or a rating below 4.0.

Reviews are not just nice to have. They are essential infrastructure for your business.

Step 1: Audit Your Current Review Presence

Before building a strategy, know where you stand. Check your profiles on:

Google Business Profile (most important for local search)
Yelp (still influential in certain industries)
Facebook (impacts trust for social-first discovery)
Industry-specific platforms (Angi, Avvo, Healthgrades, etc.)

Note your total review count, average rating, and how recent your latest reviews are on each platform. This is your baseline.

Step 2: Create a Review Request System

The number one reason businesses lack reviews is simple: they do not ask. Build asking into your standard process:

Timing matters. Ask within 24-48 hours of a positive interaction, while the experience is fresh.
Make it easy. Send a direct link to your Google review page. Every extra click you require reduces completion rates dramatically.
Use multiple channels. Email, text message, and in-person requests all work. The best approach combines them.

Google provides a direct review link for your business. Find it in your Google Business Profile dashboard under "Ask for reviews." Share this exact link — it opens the review form directly, removing all friction.

A CRM like SMBcrm can automate review requests as part of your post-service follow-up workflow, so asking for reviews becomes a built-in part of your business process rather than something you remember to do occasionally.

Step 3: Respond to Every Review

Responding to reviews — both positive and negative — signals to Google and potential customers that you are engaged and attentive. Guidelines for responses:

For positive reviews:

Thank them specifically (use their name, reference what they mentioned)
Keep it genuine and brief
Do not stuff keywords or make it sound templated

For negative reviews:

Respond promptly and professionally
Acknowledge the concern without being defensive
Take the conversation offline by providing contact information
Follow up and try to resolve the issue

Never offer incentives for reviews (discounts, freebies, etc.). This violates Google's policies and can result in all your reviews being removed. Ask for honest feedback and let your service quality speak for itself.

Step 4: Monitor and Track Progress

Set up Google Alerts for your business name and check your review profiles weekly. Track:

New review volume per month
Average rating trend over time
Common themes in positive and negative feedback
Response time to new reviews

Step 5: Use Reviews as Business Intelligence

Reviews are not just marketing — they are customer feedback at scale. Look for patterns:

What do customers praise most? Emphasize this in your marketing.
What complaints come up repeatedly? Fix the operational issue.
What language do customers use? Mirror it in your website copy and ads.

Start Strong in January

Set a goal for Q1 2026: a specific number of new reviews per month. Even 4-5 new Google reviews per month puts you ahead of most local competitors. Build the system now, and let it run consistently throughout the year. Reputation compounds over time, and the businesses that start early have an advantage that is very hard to catch.