Guide

How to respond to Google reviews

Updated 9 October 2026. Steps and quotes checked against Google Business Profile Help on that date.

Posting a reply takes a minute once you know where to click. What most guides skip is what Google itself says about replies: who can post them, what Google checks before a reply goes live, and the guidelines it publishes for writing them. All of that is below, followed by a method for each kind of review and one reply rewritten from generic to good.

Before you can reply

Your profile must be verified. Google: “Before you can reply to reviews, you must verify your business.”
Owners and managers can reply. Google lists responding to reviews among the things both roles can do, so you can give a manager the job without sharing your password.
Replies appear as the business. “It will appear like your business replied, and your personal name won't be shown.” If you later remove a manager, their replies stay on the profile.
Reviews are not on every profile. Google says reviews are available only in certain countries or regions and for certain business categories.

Reply in five steps

Open your Business Profile

Select Read reviews

This opens the reviews on your profile.

Select Reply next to the review

A dialog box opens for your reply.

Write your reply

Two to four sentences for most reviews. The method below covers what to say.

Select Reply to submit

Google checks it before it appears (see the next section).

To change a reply later: Read reviews, then Edit under your reply, make the change and select Update. To remove it, select Delete and confirm.

What happens after you press Reply

Stage	What Google says
Review by Google	Replies are checked against Google's content policies. “Replies usually take up to 10 minutes to review, but sometimes a review can take up to 30 days.” If a reply is not approved, you are asked to edit it.
Posted	An approved reply is posted publicly under the customer's review, as the business.
Reviewer notified	“The person who wrote the review is notified when you reply. Customers can still change their review after reading your reply.” If they do, the review's date changes to the date of the update.

Google's own guidelines for replies

Google publishes a short list of reply guidelines in Business Profile Help. Here they are, with what each one means when you sit down to write.

Google's words	What it means for your reply
“Be professional and polite”, and “Like reviews, replies must follow our policies.”	A reply that insults, threatens or shares someone's personal details can be rejected, the same as a review.
“Keep it short and simple”	“If a reply is too long, people might stop reading before they get to the main point.” Put the main point first.
“Make your replies count: Instead of sending the same ‘thank you’ to everyone, focus on reviews where you can share a helpful update or answer a question.”	Each reply should contain something only that reviewer could get: an answer, a fix, a detail.
“Be conversational, not promotional”, and “avoid using your response to offer deals or promotions.”	No discount codes or “20% off your next visit”. Google suggests sharing “a detail that reinforces their experience” instead.
For negative reviews: protect privacy, be honest about limitations, apologise when appropriate, personalise, respond in a timely manner.	Covered in full, with a template for each situation, in negative review response templates.

Advice you will read elsewhere that Google's guidance doesn't back

“Offer a discount in your reply.” Google says to avoid deals and promotions in replies, and its policies forbid offering anything in exchange for changing or removing a review.
“Put your city and keywords in every reply.” Google has not said that keywords in replies affect ranking. What it does say about reviews and ranking is in does responding to reviews help SEO?
“Reply within 24 hours or your ranking drops.” Google asks for timely replies and makes no ranking claim about speed. Customers do care: in BrightLocal's 2026 survey of 1,002 US adults, 19% expected a reply the same day, 32% by the next day and 81% within a week.
“Paste the same thank-you under every review.” Google advises the opposite, and in the same survey generic or templated replies put off 50% of consumers.

A method for each kind of review

The review	What to write
Five stars, with details	Thank them for the specific thing they mentioned, then add one detail they don't know: who made it, what is new, what to try next time. One or two sentences.
Four stars with a “but”	Thank them, then answer the “but” directly: what you changed, or why it works that way. This is where Google's “share a helpful update” fits best.
Three stars, mixed	Name the good part and the bad part. Give one concrete change or explanation. Two to four sentences.
One or two stars	Their point, an apology where it is due, what you did or cannot do, a direct contact, your name. Use the templates for 12 situations.
A question inside a review	Answer it in the first sentence. Other customers often have the same question.
A review clearly about another business	Say so politely, so readers know, and report it. Google's policy says contributions should be based on an experience at that specific place.
A review in another language	Reply in the reviewer's language when someone can check the wording. ReviewReply drafts in the language of the review; have a fluent speaker read it before you post.

Should you reply to every review?

Google's tip is to make replies count rather than send the same thank-you to everyone. Consumers, asked directly, prefer businesses that reply to all reviews: in BrightLocal's 2026 survey, 80% said they were likely to use a business that responds to all of its reviews, and 42% said they were unlikely to use one that never replies. The two fit together if every reply says something specific. When a five-star review gives you nothing to add, one personal line with your name is enough.

A worked example: one reply, rewritten three times

The review below was written for this guide as an example.

★★★☆☆

“Good haircut, but I waited 25 minutes past my appointment and nobody said anything. Probably won't rush back.”

Draft 1: generic

Thank you for your feedback! We're sorry you had a bad experience. We hope to see you again soon!

It ignores the wait, calls the visit a “bad experience” when the reviewer liked the cut, and could sit under any review.

Draft 2: specific

Thanks, Sam. Glad you liked the cut. Sorry about the 25-minute wait; we should have told you we were running late.

Better: both points are answered. Still missing: anything that has changed, and a way to reach a person.

Draft 3: ready to post

Thanks, Sam, and I'm glad the cut came out well. A 25-minute wait past your booking is too long, and we should have told you we were running behind. We now text clients when we're more than 10 minutes late. If you'd like a quieter slot next time, call me on [number]. Priya, owner

Each sentence matches one of Google's tips: the reviewer's name and point, an apology for the specific failure, a helpful update, a direct contact and a personal sign-off. It has no discount and no keywords, and it is 54 words.

Get a first draft, then make it yours

Paste a review, pick a tone and get a reply that mentions what the customer said. Free for reviews up to 300 characters.

Write a free reply

Frequently asked questions

Can I reply to Google reviews without verifying my business?

No. Google says you must verify your business before you can reply to reviews on your Business Profile.

Why isn't my reply showing yet?

Google checks replies against its content policies before posting them. It says this usually takes up to 10 minutes but can take up to 30 days. If a reply is not approved, you are asked to edit it.

Does the reviewer see my reply?

Yes. Google notifies the person who wrote the review when you reply, and they can still change their review afterwards.

Can I delete a bad review?

No. You can report a review, and Google removes it only if it breaks Google's policies. Google says it does not get involved in conflicts between businesses and customers.

Can someone else on my team reply?

Yes. Owners and managers of a Business Profile can respond to reviews. Replies appear as the business, and the person's own name is not shown.

Sources

All sources checked on 9 October 2026.