If you're managing or doing SEO for a local business, you probably don't need us to tell you that online reviews, especially Google reviews, are important. But did you know that the words people use in those reviews, the keywords, can actually provide several tangible benefits beyond just showing positive feedback?
From earning snippets in Google search results to influencing AI-powered summaries, strategically encouraging users to include relevant keywords in Google reviews can help your business stand out in multiple ways.
Here's a detailed look at why keywords in Google reviews matter and how to leverage them effectively.
7 Reasons Why Getting Keywords in Google Reviews Is Valuable for Local Businesses
1. Earn Review Justifications and Snippets
One of the most immediate benefits of having keywords in Google reviews is the potential to earn review justifications and snippets.
- Review Justifications: When a user searches for a local business, Google often highlights mini-previews of reviews in the search results, known as justifications. These snippets can include keywords that match the user's search query, helping your business appear more relevant and trustworthy at first glance.
- Review Snippets: On your Google Business Profile, review snippets appear in your listing, often emphasizing specific phrases or services with bold text. For example, if reviewers mention "vegan options" for your restaurant, that phrase might show up bolded in snippets, immediately highlighting what makes your business unique.
Encouraging customers to naturally use relevant keywords in their reviews increases the chances of Google highlighting those phrases to potential customers through either review justifications or snippets, helping your business stand out in search results.
2. Contribute to Place Topics
Place Topics are another area where getting keywords in Google reviews make a difference. These are clickable keywords that appear on your Google Business Profile, allowing users to filter reviews based on the topics they're interested in.
For instance, if you run a fitness studio and multiple reviews mention "personal training," "group classes," or "yoga," Google may generate these as Place Topics. Users can then click on a topic to see all reviews that mention it, which:
- Highlights the most relevant services or offerings of your business
- Helps potential customers find exactly what they're looking for
- Enhances the perceived transparency and credibility of your reviews
The more relevant keywords included in reviews, the more likely your Place Topics will accurately reflect what your business is known for.
3. Influence Menu Highlights for Restaurants
Restaurants have a unique advantage when it comes to keywords in reviews: Google can use review content to highlight menu items in your Business Profile.
For example, if several reviewers mention your "truffle fries" or "gluten-free pizza," Google may showcase those items as highlights in your menu section. This has several benefits:
- Increases the visibility of popular or high-margin items
- Encourages new customers to try specific offerings
- Improves your listing's relevance for specific food-related searches
Encouraging diners to mention standout menu items or dishes in reviews (without being spammy) can help your business capture more attention and potentially even boost orders for those items.
4. Inform Google AI Overviews
Google has increasingly been using AI Overviews, its proprietary AI-generated summaries, to help users understand a business at a glance. These summaries analyze the sentiment and content of reviews to help generate a concise overview of what people are saying about a business within an AI Overview.
Here are a few examples of how relevant keywords in Google reviews can influence these AI-powered summaries:
- If multiple reviews highlight "friendly staff," "quick service," or "spacious venue," the AI summary may include those phrases, creating a more appealing first impression.
- Keywords related to specific services or products can help ensure that your business is represented accurately in automated summaries, making them more persuasive for potential customers.
In other words, strategically including relevant keywords in reviews helps shape the story Google tells about your business, even before a user reads a single full review or clicks on a Google Business Profile or website link.
5. Increase AI Search Visibility
As AI continues to play a bigger role in search, keywords in reviews can also impact AI search visibility. Tools like Google's AI Mode for Search or conversational assistants like ChatGPT may scan reviews to provide answers about your business.
- If potential customers ask AI about "best local hair salon for balayage," reviews mentioning "balayage" could influence whether your business is recommended.
- Keywords in reviews help ensure your services, products, or unique offerings are recognized in AI-driven search results, increasing the likelihood that your business appears in voice search or AI summaries.
Essentially, reviews act as user-generated SEO content that helps AI understand your business and communicate it to potential customers.
6. Can Embed Google Reviews on Your Website
Finally, getting keywords in Google reviews can also help you enhance your business website by embedding Google reviews using the API or third-party plugins.
- Displaying reviews on your site builds trust and credibility with visitors.
- Reviews containing relevant keywords can subtly reinforce what you offer, improving perceived expertise and helping users make faster decisions.
- Keyword-rich reviews on your website may also support your own on-page SEO efforts, although the impact is indirect.
Showcasing the right reviews allows you to take advantage of user feedback to strengthen both your brand reputation and your online presence.
7. Generate AI-Powered Review Summaries
While not yet available for all businesses, Google's AI-powered review summaries (generated by Gemini) offer concise overviews of your business within its GBP listing by analyzing the content of all your reviews.
Keywords help the AI identify patterns in what customers value most, such as "friendly staff," "fast delivery," or "organic ingredients." The more relevant keywords your customers naturally include, the more accurately these summaries can reflect your services, products, and strengths.
By encouraging customers to include targeted keywords in reviews, you can guide the AI to highlight the aspects of your business that matter most, ensuring potential customers get a clear, appealing snapshot before reading full reviews. This can improve trust, engagement, and the likelihood that users will choose your business based on the AI-generated insights.
In short, keyword-rich reviews give AI more context to create summaries that present your business in the best possible light.
FAQs About Keywords in Google Reviews
Do keywords matter in Google reviews
Yes, keywords in Google reviews can enhance your business's visibility and credibility across various Google features, including review justifications and snippets and AI-powered summaries.
Does Google care about keywords in reviews for rankings?
While keywords in reviews may not directly impact search rankings, they can influence how your business is presented in search results and AI summaries, affecting your online reputation and AI visibility.
Can you search keywords in Google reviews?
Yes, Google allows users to filter reviews using Place Topics, which are generated based on review sentiment and keywords.
How can I encourage customers to use specific keywords in their reviews?
Prompt customers to mention specific aspects of your business by asking targeted questions, such as "What did you enjoy most about our service?" or "Which menu item would you recommend?"
Can I control the keywords used in reviews?
While you can't directly control the keywords customers use, you can guide them by encouraging specific feedback and creating an environment that highlights the aspects you want to emphasize.
Are there any tools to help analyze Google reviews?
Yes, tools like Local Falcon's AI-powered Reviews Analysis tool can help you monitor and analyze sentiment across all your Google reviews, providing insights to help you improve your business and align review sentiment with how you want your business to appear online.
Conclusion
Keywords in Google reviews do more than highlight aspects of positive experiences. They help your business stand out in search results, influence AI-powered summaries, and build trust with potential customers.
Encouraging reviewers to naturally include relevant keywords can help boost your local visibility, showcase your strengths, and ensure your business is accurately represented across Google's ecosystem and even within third-party AI search tools. In hyper-competitive local search markets, every keyword counts!
