A Deeper Dive into Google’s Review Glitch
Last week, we covered this topic, but due to its complexity, we took a deeper dive in this session, expanding on the same key insights but providing additional slides, different examples, and further details to ensure plumbing businesses fully understand how to safeguard their Google reviews and turn them into long-term assets.
The recent Google review glitch was a wake-up call for businesses, especially in service industries like plumbing. Many owners woke up to find their hard-earned Google reviews had disappeared, sending them into a panic. While Google ultimately corrected the issue, it highlighted a major risk: relying too heavily on a platform they don’t control.
At Mammoth Marketing, we recognize that online trust factors like Google reviews are critical, but they should never be the only strategy in place. Due to the complexity of this issue, we’re diving even deeper into what happened, why it matters, and how plumbing businesses can take control of their reputation beyond Google’s influence.
Understanding What Happened
In short, Google’s review counter stopped working correctly. Some businesses saw their review numbers drop significantly, while others noticed reviews disappearing altogether. Despite the outcry, Google didn’t send out an announcement, leaving business owners to speculate and scramble for answers.
While most reviews were eventually restored, the incident raised a serious concern: What happens if Google makes a change that permanently impacts how reviews are displayed? Business owners must think beyond Google and start securing and amplifying their reputation in ways they can control.
The True Value of Google Reviews
Google reviews play a significant role in customer decision-making, especially in four key areas:
Local Services Ads (LSA): Businesses running Google Guaranteed ads need a strong review count. If a plumber has 200 reviews but a competitor has 2,000, the competitor will win the click every time.
Google Business Profile: Prospective customers researching a plumbing company will look at its reviews before deciding to call. A strong rating with a high review count boosts credibility.
Google Map Pack: Even if a company ranks at the top, a low review count can drive potential customers to competitors with a stronger reputation.
Google Ads (PPC Campaigns): Google allows businesses to display reviews through location assets in PPC ads. If a company has a low review count, it may struggle to generate conversions, reducing the effectiveness of its advertising spend.
The Risk of Relying Solely on Google
One key lesson from this glitch is that Google reviews, while valuable, are not something business owners fully control. Google owns the platform, makes the rules, and can make changes without warning. Plumbing businesses that rely solely on Google reviews as their primary trust factor are leaving their credibility in the hands of an unpredictable third party.
The solution? Turn Google reviews into owned assets that can be leveraged across multiple channels.
How to Take Control of Customer Trust
1. Catalog Google Reviews
Businesses should create a database of their reviews by logging:
Customer name
Star rating
Review text
This ensures that if reviews disappear or profiles are suspended, businesses still have access to valuable customer testimonials.
2. Promote Reviews Beyond Google
Rather than waiting for potential customers to search for reviews, businesses should actively showcase them:
Use them in social media ads on Facebook, Instagram, and YouTube.
Feature them prominently on websites.
Turn them into print materials for mailers or brochures.
3. Leverage Video Testimonials
Video reviews create an even stronger impact. Plumbing businesses can:
Capture short customer testimonials on-site after a job.
Use platforms like VideoAsk to collect video reviews remotely.
Run video-based ads featuring real customer experiences.
4. Use Professional Actors When Needed
If a business has a great written review but no video testimonial, hiring an actor to read the review on camera is a simple way to create effective marketing content. This approach has been used in advertising for decades and remains an excellent way to bring positive customer feedback to life.
5. Utilize AI for Review Marketing
AI-generated testimonials can transform written reviews into engaging video content. While not everyone is comfortable with AI-generated content, it offers another tool to amplify trust factors in a scalable way.
Building a Reputation That Can’t Be Taken Away
Google is an essential part of the digital marketing ecosystem, but it should never be the sole source of credibility for a business. Plumbing companies that take ownership of their reputation by securing and amplifying their reviews across multiple platforms will be better positioned for long-term success.
Next Steps for Plumbing Businesses:
Start cataloging reviews.
Use them in advertising and marketing materials.
Invest in video testimonials.
Take proactive control of the narrative.
Mammoth Marketing specializes in helping plumbing businesses build trust and dominate their markets. If you want to ensure your marketing strategy is built for long-term success, schedule a consultation with us at MammothForPlumbers.com.
Let’s make sure your business remains the go-to plumbing service—Google glitch or not.
