Managing your Google Business Profile isn't just about having the right phone number or opening hours; it’s about the conversation you have with your customers. In Brisbane’s competitive market, a thoughtful response to a review can be the difference between a potential customer choosing you or heading to your competitor down the road.
Responding to reviews shows Google (and your customers) that you are active, engaged, and value feedback. Plus, it’s a massive boost for your local SEO—Google loves businesses that interact with their community.
Prerequisites: What You’ll Need
Before we dive in, make sure you have the following ready:- Owner or Manager access to your Google Business Profile.
- The Google Maps app (if you’re on mobile) or a desktop browser logged into your business Gmail account.
- A calm mindset (especially if you’ve just received a cheeky one-star review!).
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Step 1: Access Your Google Business Profile
Google has changed the way we manage listings recently. You no longer go to a separate 'Google My Business' dashboard. Instead, you manage everything directly from the Google Search results page.
- Go to Google.com.au.
- Make sure you are logged into the Gmail account associated with your business.
- Search for your business name or type "my business" into the search bar.
Step 2: Navigate to the Reviews Section
Click on the 'Read reviews' icon (it looks like a little star).
This will open a pop-up window listing all your recent feedback. Google defaults to showing them in chronological order, with the newest at the top. This is where most people get a bit overwhelmed if they haven't checked it in a while—don't worry, we'll take them one by one.
Step 3: Responding to a Positive (5-Star) Review
When someone leaves a glowing review, it’s tempting to just hit 'Like' and move on. Don't do that! This is free marketing real estate.
- Personalise it: Use their name if they’ve provided it. "Hi Sarah," sounds much better than "Dear Customer."
- Say thank you: Be genuine. "Thanks so much for the kind words!"
- Mention a specific detail: If they mentioned the coffee was great or your team member, Mark, was helpful, acknowledge it. "I’ll be sure to pass your feedback on to Mark."
- Add a subtle SEO keyword: (This is the secret sauce). If you’re a plumber in Chermside, you might say, "We love providing plumbing services to the Chermside community."
Step 4: Responding to a Neutral (3-Star) Review
Neutral reviews are actually the most useful for business growth. They usually contain a "I liked X, but Y could be better."
- Acknowledge the positive: "Glad you enjoyed the main course!"
- Address the 'But': "I’m sorry to hear the wait time was a bit longer than expected last Friday night."
- Explain (don't excuse): "We had a couple of staff members call in sick, but we're working on our scheduling to make sure it doesn't happen again."
- Invite them back: "We'd love to see you again soon for an even better experience."
Step 5: Responding to a Negative (1 or 2-Star) Review
This is the part everyone dreads. Your heart sinks, your blood pressure rises, and you want to defend your business. Stop. Take a breath.
Pro tip: Never respond to a negative review immediately. Give it 24 hours so you can reply with a cool head. A defensive response looks worse to future customers than the original bad review did.- Stay professional: Remember, you aren't just replying to the unhappy person; you're writing a public statement for every future customer to see.
- Apologise sincerely: Even if you think they're wrong, you can say, "I’m sorry to hear that your experience didn't meet our usual high standards."
- Move the conversation offline: This is the most important step. Say, "We’d like to make this right. Please contact our manager at [Phone Number] or [Email] so we can discuss this further."
- Keep it brief: Don't get into a back-and-forth argument in the comments. It’s a battle you won't win.
Step 6: Handling Fake or Malicious Reviews
Unfortunately, every Australian business owner deals with this eventually—a review from a 'customer' who never actually visited your shop, or perhaps a competitor being sneaky.
- Check your records: Look for their name in your booking system or CRM.
- Flag the review: Click the three dots (vertical ellipsis) next to the review and select "Report review."
- Choose the reason: Usually "Spam" or "Conflict of interest."
- Reply anyway: While waiting for Google to investigate (which can take weeks), write a polite response: "Hi [Name], we have no record of a customer by this name or a transaction matching your description. We take our service seriously and would love to verify this. Please contact us at..."
Step 7: Optimise Your Workflow
Consistency is key. If you only respond to reviews once a year, it looks like you’ve checked out of your business.
- Set a schedule: Block out 15 minutes every Friday morning to check your Google Business Profile.
- Use templates (but customise them): Have a few "starting points" saved in a Word doc, but always tweak them so they don't look like carbon copies.
- Involve the team: If a review mentions a specific department, share it with them! Positive feedback is a great morale booster for your staff.
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Common Mistakes to Avoid
- The "Copy-Paste" Trap: If every 5-star review has the exact same response, Google and your customers will see right through it.
- Getting Defensive: Avoid phrases like "As we clearly stated..." or "You forgot to mention..." It makes you look difficult to deal with.
- Ignoring the 'Silent' Reviews: Some people leave 5 stars with no text. Reply to these too! A simple "Thanks for the 5 stars, [Name]!" goes a long way.
- Offering Incentives for Reviews: This is against Google's Terms of Service and can get your business profile suspended. Never offer a "free coffee for a 5-star review."
Troubleshooting
"I can't see the 'Reply' button!" This usually means you don't have 'Manager' or 'Owner' permissions for the profile. Check with whoever set up your Google listing originally to make sure your email is added as a user. "My response isn't showing up publicly." Google sometimes filters responses if they contain links, phone numbers (in some categories), or certain flagged words. Keep your response text-only and see if it publishes. "The 'Report Review' tool didn't work." If Google rejects your request to remove a fake review, you can appeal the decision through the Google Business Profile Help Tool. It's a bit of a slog, but it's the only official way to escalate.Next Steps
Now that you’ve mastered the art of the response, why not take your Google presence to the next level?
- Update your photos: Add 3-5 new photos of your work or your team this week.
- Check your 'Services' list: Ensure every service you offer is listed with a clear description.
If you're finding it hard to keep up with your online reputation or want to boost your rankings in the Brisbane local search results, we can help. Reach out to the team at Local Marketing Group at https://lmgroup.au/contact and let's get your business noticed.