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Reviews and Ratings: Impact on Local SEO

Lucas Blochberger··Updated 8 June 2026
Definition

Online reviews are a top-5 local ranking factor. Review recency, frequency, diversity and average rating directly influence Local Pack rankings. 87 percent of consumers read online reviews for local businesses.

Key Takeaways

  • ✓Reviews are an officially confirmed local ranking signal by Google and flow directly into the ranking via the prominence factor.
  • ✓Number, average rating, recency, frequency, and keyword content of reviews are the five relevant review signals.
  • ✓Recency is crucial: 74 percent of consumers seek reviews from the last three months; in the DACH region, they should be no older than six months for 67 percent.
  • ✓Star thresholds are rising: 68 percent only use businesses with four stars or more, 31 percent require at least 4.5 stars.
  • ✓Many credible reviews beat few perfect ones: 71 percent prefer 4 out of 5 stars from 15 reviews over 5 out of 5 from only 5 reviews.
  • ✓In Austria and the EU, the UCP/Omnibus Directive requires verification; only genuine reviews may be displayed, review gating and fake reviews are prohibited.
  • ✓Structured data (AggregateRating, Review schema) can display stars as rich snippets and increase click-through rate, but require genuine, visible reviews.

Reviews are one of the strongest levers in local SEO. They influence not only rankings, but also click-through and conversion rates directly.

Recency beats quantity

The surprising insight from the Whitespark Study 2025: Review recency is the most underestimated ranking factor. Fresh reviews signal to Google that the business is active and relevant. A steady stream of new reviews is more valuable than a large total number without recent activity.

Nevertheless, total quantity also matters: Businesses with more than 200 reviews are significantly more often represented in the Local Pack top 3. The ideal strategy combines both: a growing total number with consistently new reviews.

Review responses as ranking signal

Top 3 businesses in the Local Pack respond to reviews with an average of 140 words, while businesses in positions 11-20 only use about 100 words. This suggests that detailed review responses are a positive ranking signal.

The response should address the customer by name, thank them for the feedback, specifically address mentioned points and — where naturally possible — incorporate relevant keywords.

Reviews and AI search

AI search systems use review data for local recommendations. When ChatGPT or Google AI Overviews are asked about the best tax advisor in Vienna, review data flows into the answer. A strong review profile is thus simultaneously a GEO measure.

Review strategy

The most effective strategy: Actively ask for a review after every positive customer contact (review link via email), respond to every review within 24-48 hours, answer negative reviews professionally and factually, and track the review rate over time.

Data & Statistics

Google haelt im Mai 2026 einen Suchmaschinen-Marktanteil von 81,87 Prozent in Oesterreich, Bing 9,01 Prozent.

StatCounter Global Stats - Search Engine Market Share Austria (2026)

97 Prozent der Konsumenten lesen Bewertungen lokaler Unternehmen; 41 Prozent lesen sie immer (gegenueber 29 Prozent im Vorjahr).

BrightLocal Local Consumer Review Survey (2026)

63 Prozent der Deutschen lesen immer oder haeufig Online-Bewertungen vor dem Kauf; Bewertungen sind die vertrauenswuerdigste Informationsquelle.

Capterra Deutschland - Online-Bewertungen in der Customer Journey (2022)

Google nennt drei Hauptfaktoren fuer lokales Ranking: Relevanz, Entfernung und Bekanntheit; Anzahl und Bewertung der Rezensionen sind Teil der Bekanntheit.

Google Business Profile-Hilfe - Local Search Ranking Factors (2024)

Woertlich: Je mehr Rezensionen und positive Bewertungen Ihr Unternehmen erhaelt, desto besser kann das Ranking ausfallen.

Google Business Profile-Hilfe (deutschsprachig) (2024)

68 Prozent nutzen nur Unternehmen mit vier oder mehr Sternen (2025: 55 Prozent); 31 Prozent verlangen mindestens 4,5 Sterne (2025: 17 Prozent).

BrightLocal Local Consumer Review Survey (2026)

74 Prozent suchen Bewertungen aus den letzten drei Monaten.

BrightLocal Local Consumer Review Survey (2026)

Fuer 67 Prozent sollte eine Bewertung hoechstens sechs Monate alt sein; 71 Prozent bevorzugen 4 von 5 Sternen aus 15 Bewertungen gegenueber 5 von 5 aus 5 Bewertungen.

Capterra Deutschland - Online-Bewertungen in der Customer Journey (2022)

59 Prozent der Befragten glauben, dass die Haelfte der Online-Bewertungen oder mehr gefaelscht ist.

Capterra Deutschland - Online-Bewertungen in der Customer Journey (2022)

FAQ

Do Google reviews really influence local ranking?
Yes. Google lists three main factors for local ranking in its official documentation: relevance, distance, and prominence. The number and rating of reviews flow directly into the prominence factor. Google's help documentation explicitly states that more reviews and positive ratings can improve ranking.
How many reviews does a business need for good local SEO?
There is no fixed minimum number. More important than a specific quantity is a continuous stream of fresh reviews combined with a good average. According to a DACH study, 71 percent prefer a product with 4 out of 5 stars from 15 reviews over 5 out of 5 stars from only 5 reviews. Credible volume beats a flawless but thin track record.
How important is the recency of reviews?
Very important. According to international surveys, 74 percent of consumers specifically look for reviews from the last three months. In the DACH region, reviews should be no older than six months for 67 percent to be considered. A steady stream of new reviews is therefore more important than a one-time collection push.
How do I respond correctly to negative reviews?
Factually, promptly, and solution-oriented, ideally within 24 to 48 hours. Address the specific situation, avoid public justifications, and move the detailed conversation to a private channel if possible. A professional response often has a stronger impact on future readers than the negative review itself.
Am I allowed to ask customers for reviews in Austria?
Yes, but GDPR-compliant and without manipulation. Transparent, voluntary requests are permitted, such as via review link, QR code, or email to customers who have consented. Not permitted are review gating (only contacting satisfied customers), purchased or fake reviews. The UCP Directive also requires transparency about how the authenticity of displayed reviews is ensured.
What do structured data do for reviews?
With the schema markup AggregateRating and Review, stars can appear as rich snippets in organic search results. This increases visibility and click-through rate. The prerequisite is that the reviews are genuine, visible on the page, and not self-created, otherwise guideline violations may occur.
Is Google enough or do I need additional review platforms?
Google dominates with over 80 percent market share in Austria and has the highest priority. However, a broader presence on platforms such as Herold, Trustpilot, or Facebook strengthens trust and citation consistency. Crucial is consistent NAP information (name, address, phone number) across all platforms.

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