Google's Surge in Review Deletions: Impact on European SMBs

In 2025, Google is taking unprecedented steps in removing reviews, significantly impacting businesses and their local search visibility. This trend is driven by a combination of automated moderation, industry-wide risk factors, increased enforcement against incentivized reviews, and local regulatory pressures. As a result, review deletions have surged globally. 🌍 Businesses across the world are witnessing a sharp increase in deleted reviews, with data from tens of thousands of Google Business Profile listings showing this trend. This increase began accelerating toward the end of Q1 2025 and gained momentum mid-year. Notably, deletions aren't limited to negative feedback; a substantial number of five-star reviews are also being removed. This pattern indicates Google's commitment to maintaining authenticity and trust in its review platform. 💡 To navigate this changing landscape, businesses need to focus on review monitoring, which is now as crucial as generating them. Understanding when, where, and which reviews are removed is essential for effective local SEO and reputation management. Businesses should consider employing third-party monitoring tools to maintain independent records of review deletion activities. 🔍 The competitive advantage lies in adapting to these changes. As Google's moderation becomes more automated and influenced by local laws, businesses must ensure their reviews are not only positive but also authentic and compliant. Staying ahead involves not just collecting new reviews but also closely tracking and understanding removals. This proactive approach will help maintain trust and optimize local search performance.