Google Review Deletion: Why & What to Do

Google Review Deletions: What's Happening in 2025?

MATSEOTOOLS has observed a significant shift in Google's review management practices in 2025. Data indicates Google is removing reviews at an unprecedented rate, and this trend is not accidental. An industry analysis of 60,000 Google Business Profiles reveals several contributing factors driving these deletions, with significant implications for businesses and their local search visibility.

The Driving Forces Behind Review Removals

Several factors are contributing to the increased rate of Google review deletions:

• Automated Moderation: Google's AI-powered systems are now actively evaluating reviews in real-time and retroactively, leading to more frequent removals.
• Industry-Wide Risk Factors: Certain industries are inherently more susceptible to review deletions due to perceived higher risk.
• Enforcement Against Incentivized Reviews: Google is cracking down on businesses offering incentives for positive reviews.
• Local Regulatory Pressure: Legal regulations, especially defamation laws in certain regions, are forcing Google to remove reviews more aggressively.

Global Increase in Review Deletions

Data collected from tens of thousands of Google Business Profile listings across various countries indicates a sharp increase in deleted reviews between January and July 2025. The surge began accelerating towards the end of Q1 and continued to gain momentum mid-year. This phenomenon is impacting a growing number of monitored locations, with an increasing share experiencing at least one review removal each week.

It's important to note that this trend isn't exclusive to negative feedback. While one-star reviews are still being taken down, five-star reviews now account for a substantial portion of deletions. This suggests Google is applying stricter enforcement across the board to maintain the authenticity and trustworthiness of its review system. Google is also soliciting feedback from Local Guides regarding potential review incentivization by businesses.

Industry-Specific Patterns

Review deletion patterns vary considerably across different business categories. Some industries are more heavily impacted than others. The following table summarizes trends across some industries.

Restaurants, home services, brick-and-mortar retail, and construction businesses tend to generate large volumes of reviews and experience removals across both recent and older submissions. On the other hand, medical, beauty, and professional services experience fewer overall deletions. However, within these categories, positive reviews in higher-risk or regulated sectors are subject to closer scrutiny, likely related to trust, safety, and compliance issues.

These differences reflect how Google’s automated systems adjust enforcement based on perceived industry risk, rather than category-specific policy decisions.

The Timing of Review Deletions

The age of a review is a significant factor in when it might be removed. In the medical and home services sectors, a large proportion of deleted reviews disappear within the first six months. This indicates early intervention by automated systems that evaluate language, reviewer behavior, and other risk signals.

Restaurants and brick-and-mortar retail exhibit a different pattern. Many deleted reviews in these categories are over two years old, suggesting retroactive enforcement as detection systems improve or new suspicious patterns are identified. For businesses, this means reviews can disappear long after they are posted, often without warning.

Geographical Variations

Location also influences review deletion patterns.

• In English-speaking markets like the U.S., UK, Canada, and Australia, deleted reviews are heavily skewed toward five-star ratings.
• In Germany, a higher proportion of deleted reviews are low-rated and are removed within weeks of posting, aligning with the country's strict defamation laws.

In essence, AI-driven enforcement is dominant in many English-speaking markets, while legal takedowns play a more significant role in Germany.

Implications for Local SEO and Small Businesses

The increase in review deletions poses two primary challenges:

• Trust Erosion: When legitimate reviews disappear without explanation, confidence in review platforms diminishes.
• Data Distortion: Deleted reviews impact star ratings, performance benchmarks, and conversion signals that businesses rely on for local SEO and reputation management.

Therefore, review monitoring is no longer optional. Businesses need to understand when, where, and which reviews are being removed. This information is now as crucial as generating new reviews.

Staying Ahead of the Curve

To navigate this evolving landscape, businesses should consider the following:

• Closely monitor review activity, including removals.
• Understand industry-specific and geographical trends.
• Focus on generating authentic, high-quality reviews.
• Adapt reputation management strategies to address both review acquisition and monitoring.

In local SEO, reviews, especially recent ones with detailed context, remain a critical authority signal. Staying ahead means not only collecting new reviews but also closely tracking and understanding removals. Reputation management increasingly requires attention on both fronts.

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