I could have made a catchier title… 10% false google reviews… but no…;-)

The trust instilled by customer reviews is ubiquitous, and Google reviews in particular are seen as one of the most influential elements in a company’s digital reputation. These reviews have the power to influence a potential customer’s first impression and, as such, can play a major role in the SEO and visibility of a business or company. However, the question of their veracity (positive or negative) is of growing concern.

According to a study unveiled by CX Solutions, entitled “The State of Online Review Fraud”, an astonishing 10.7% of Google reviews are potentially false. So, if we blindly rely on these reviews to assess a company’s effectiveness, the probability of error is substantial.

Detecting the authenticity of a Google review

False reviews often hide behind a veil of excessive positivity or, on the contrary, exaggerated negativity. Unusually promotional language or excessive positivity can be indicators of inauthentic reviews. On the other hand, abnormally empty reviewer profiles or profiles with only one review to their credit can also raise the alarm as to the sincerity of the review. Verification of the account behind the review adds an extra layer of credibility or, failing that, skepticism.

The motives behind falsified reviews

The quest for an immaculate reputation pushes some companies towards the painful practice of manufacturing reviews. Sometimes, vigorous competition forces them to do so, while at other times, it’s a desperate attempt to neutralize genuine or fake negative reviews. Fake reviews, while painting a deceptively optimistic picture of the company, can mislead consumers, presenting them with a mirage of quality or reliability. However, this is punishable by law: https: //www.business-ereputation.com/une-nouvelle-loi-sur-les-faux-avis-google/

Countering the phenomenon of fake reviews

In the age of the DMA, and in a world where consumers are increasingly influenced by online opinions, it’s crucial to tackle the problem of fake reviews and ratings with determination. Companies can take a more vigorous approach to filtering reviews, deploying algorithms capable of detecting anomalies, such as multiple reviews from the same IP address or unusual review patterns. Encouraging consumers to confirm their identity when submitting a review is also a viable strategy. A standard exists for this: AFNOR NF ISO 20488.

The economic and social impact of fraudulent notices

Falsified reviews, despite their ability to temporarily attract customers or unduly tarnish the reputation of a competing company, can have disastrous consequences both economically (for the company and, by knock-on effect, the local economy) and in terms of customer relations. The costs involved in managing, and possibly suppressing, false reviews can be substantial for a company, not to mention the possible erosion of consumer confidence. Indeed, while an entrepreneur is managing a crisis, he’s not managing his customers or generating margins…

When falsification is discovered, not only can it lead to legal action and financial penalties, but it can also cause irreparable erosion of the trust of current and potential customers. Proactive and ethical management of online reviews therefore becomes not only desirable, but essential.

The best defense against false reviews remains a diligently ethical attack strategy: constantly monitor the company’s online presence and respond appropriately and promptly to all reviews received, whether positive or negative. Any crisis can be an advantage in the presentation of your customer relations and your ability to solve problems.

This ensures that the company’s reputation remains not only intact, but also, to a large extent, authentically reflective of its true image with its customers.