Jan 13 in Wins and Lessons Learned
How An Attorney's Office Got Slapped For A Review Surge
Key Takeaways
- Client's aggressive review solicitation led to Google removing ~50% of new reviews
- Despite setback, client's account remains active; continuing steady review collection
- Agencies must set clear expectations on review acquisition pacing to avoid Google penalties
- Regular check-ins and ongoing guidance are crucial for preventing client missteps
Google Review Solicitation Mishap
- Client mass-messaged customer list for reviews
- Google removed ~50% of new reviews ("review purge")
- Client disabled all throttling systems, triggering Google's attention
- ~30 reviews hidden due to "review surge"
- Account not terminated; still collecting reviews at a consistent pace
Agency Best Practices for Review Management
- Never promise high review numbers in short timeframes (e.g., 20-50-100 reviews quickly)
- Implement review throttling systems (e.g., Revealies' built-in throttle)
- Advise clients to limit review requests (e.g., X requests per day)
- Encourage consistent, metered review activity over time
- Explain importance of gradual review build-up (e.g., 1-2 weeks vs. 2-3 days)
Client Communication Strategies
- Proactively check in on client's review generation activities
- Offer to use successful clients as case studies to gain insights
- Be prepared to re-educate clients on best practices
- Frame review collection like "teenage driving" - set clear rules and expectations
Handling Review Penalties
- Guide clients through Google's review reinstatement process
- Help reframe future review collection strategies
- Emphasize consistent, day-to-day review requests aligned with business volume
Next Steps
- Implement regular check-ins with clients about their review collection practices
- Develop clear, written guidelines for clients on safe review solicitation
- Create a crisis management plan for clients facing Google penalties
- Consider enhancing review throttling features in agency tools
- Use this case study to educate other clients and prevent similar issues
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How An Attorney's Office Got Slapped For A Review Surge
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