Right, let’s talk about something that trips up heaps of business owners: missing Google reviews.
You’ve just had a great chat with a happy customer. They promised they’d leave a 5-star review—and they did. But when you go to check? It’s not there. Gone. Nowhere to be found.
You’re not imagining things. This happens more often than people realise, and there’s not always a clear reason. But there are patterns.
We’ll get into those shortly, but if you’re reading this as someone managing a business profile—or working hard to build your online rep—this is something worth understanding.
First Off: No, It’s Probably Not Your Fault
Google’s review system is… particular. And lately, it’s gotten stricter.
The short version? If the system even thinks something’s off, it may just quietly remove the review. Doesn’t mean it was fake. Doesn’t mean the customer did anything wrong. It might’ve just ticked the wrong box behind the scenes.
We’ve seen this plenty over the years working with clients through Net Branding—an Auckland digital marketing agency that’s helped companies from Europe to the USA build strong, visible online profiles.
Here’s what we’ve learned.
Common Reasons Google Reviews Disappear
Let’s break this down as simply as possible, minus the fluff.
1. The reviewer’s account is too new
Google’s spam filters don’t trust brand-new Gmail accounts. If someone sets up a Google account and immediately leaves you a glowing 5-star review, that review could get filtered. It might still show for them—but not for anyone else.
2. Wording triggered a filter
If a review talks about being offered a discount, mentions a freebie, or even says something like “as a thank-you gift,” that could be enough for Google to flag it. The system assumes that if something was exchanged for the review, it’s not unbiased—and boom, down it goes.
3. Bulk activity looks suspicious
If you’ve just run a campaign or sent out a request for reviews and they all came flooding in at once, that can sometimes raise a flag too. Ironically, even if all those reviews are real.
4. Listing changes or account updates
This one catches a lot of people out: if your business listing details change—like name, address, or even category—there’s a chance some of your reviews might disappear. They’re tied to the version of your listing at the time they were left.
And sometimes, honestly, it seems like the reviews just vanish for no clear reason. We’ve seen it happen after routine updates on Google’s end.
Can You Get the Review Back?
Sometimes, yes. But it’s a bit of a process.
- You can head over to Google Business Profile support and ask them to investigate a missing review. If you’re doing that, be ready with:
- The reviewer’s name (and ideally their Gmail address)
- The date it was posted
- A rough idea of what they said
- A link to your business profile
We’ve had mixed results with this. Sometimes it works. Sometimes they say the review violates policy, and that’s the end of it.
Is This Something We Can Prevent?
Not really. But you can reduce the chances of it happening.
Here’s what we suggest (this is the same advice we give to Net Branding clients):
1. Don’t ask all your customers for reviews at once. Spread it out a bit.
2. Don’t offer rewards or discounts for reviews. Not even subtly.
3. Encourage people to leave detailed, natural feedback—not copy/paste style stuff.
4. If someone has just created a Google account, ask them to wait a day or two before reviewing.
5. And if a review does go missing, don’t panic. It happens to everyone.
Why Reviews Matter—but Aren’t Everything
Look, Google reviews are useful—no question. But they’re not the only way to build trust or attract leads. And if you’re working with a good digital marketing partner (like us here at Net Branding), you’re not relying on just one tool.
Between local SEO, great web content, social media, and paid ads—you’ve got a whole toolkit.
At the end of the day, reviews help you be seen. But what matters just as much is how you sound online—what your website says, what your audience hears on social, and how easily people can find you when they search.
That’s what we do: help brands be seen, be heard, and be found.
FAQs: Let’s Cover the Basics when it comes to Google Reviews
Why would Google remove a legitimate review?
Often, it’s an automated filter thinking something looks suspicious—like a new account or certain keywords in the review.
Can I appeal a removed Google review?
Yes. Contact Google Business Support and ask for a manual check. They’ll usually reply in a few days.
Can reviews be hidden during a Google update?
Yes. Sometimes reviews go missing temporarily when Google rolls out changes, especially if your profile was recently updated.
Should I stop asking for reviews?
Not at all. Just be thoughtful about how you ask. No incentives, and avoid asking everyone at once.
How can I keep building my reputation if Google keeps removing reviews?
Diversify. Add testimonials to your site, encourage LinkedIn recommendations, and keep your SEO strong. Don’t put all your trust in one platform.
Want Help Getting Found Online?
If you’re tired of chasing reviews or just want a smarter way to build your brand online, we can help.
Net Branding Limited
165 Orakei Road, Remuera Auckland
Phone: 09 523 0478
www.netbranding.co.nz
We’ve been in this space since 2008, and we’re still here helping businesses across New Zealand and beyond stay visible, relevant, and trusted online.
