When Google Deletes Your Reviews (And What You Can Do About It)

Google Business Profile reviews disappearing, illustrating the risk of relying solely on third-party platforms for customer testimonials
Author profile Xavier Masse
Published on

This morning, I opened my Google Business Profile and immediately noticed something was wrong.

Most of my reviews were gone.

Not spam. Not fake reviews. Real feedback, carefully earned over three years of freelancing, quietly removed without a word from Google.

No warning. No explanation. No notice about how, when, or why it happened.

I won’t lie, it stings.

For many small businesses, Google Reviews are the backbone of visibility. They build trust, influence local rankings, and play a major role in local SEO visibility. They often determine whether a potential client reaches out or moves on. Losing them overnight feels like having the rug pulled out from under you.

Why Did This Happen?

I don’t know. And that’s part of the problem.

Maybe it was the rebrand and name change I did late last year. Maybe Google’s increasingly aggressive anti-spam filters flagged legitimate reviews by mistake. Or maybe it’s just opaque automation with no real appeal process.

The truth is, Google didn’t say. And they don’t have to.

You’re Not Alone

A quick search made one thing clear: this isn’t an isolated issue.

Small businesses have been dealing with disappearing Google reviews for years. In one Google Business Profile support thread alone, business owners report losses that would hurt any local company:

  • “I lost 50 reviews so far.”
  • “I have lost perhaps a total of 30 or more reviews.”
  • “Mine now has dropped by 49.”

Some businesses go even further, waking up to a fully suspended Google Business Profile. No warning, no clear reason, and very limited recourse. For newer profiles especially, suspensions have become almost routine.

The Real Problem

Here’s the uncomfortable truth.

Google can do whatever it wants with your reviews.

They own the platform. You’re just renting space on it.

This risk is even higher for businesses that rely entirely on a Google Business Profile and don’t have a website of their own. If Google suspends your profile or removes your reviews, you have no backup. No way to redirect traffic. No owned platform to fall back on.

This isn’t about vilifying Google. Their tools are valuable, and you should absolutely use them. Google Maps and Google Reviews still matter for local businesses.

But relying on a single platform for your reputation and lead generation is risky. When that platform changes the rules or removes content without explanation, you’re left scrambling.

The Solution: Own Your Content

The takeaway is simple: your reviews belong on your website, not just on Google’s platform.

When testimonials live on a website you own and control, no algorithm can quietly remove them. No policy change can wipe them out overnight. They’re yours, permanently, and they work for you around the clock.

That’s exactly why I maintain a dedicated reviews page on my own site. It’s a permanent home for client testimonials that no platform can take away.

This doesn’t mean abandoning Google Reviews. Keep collecting them there. But also ask clients for testimonials you can publish on your site. Diversify where your social proof lives. Multiply your channels.

Your business deserves the same protection. Create a space on your website where you control your reputation. When you collect client feedback, publish it in both places. That way, when platform algorithms change, your social proof stays intact.

Don’t put all your eggs in one basket, especially when that basket isn’t actually yours.

The web is more resilient when you own your presence on it. That’s always been true. Mornings like this one are just a reminder that borrowed platforms will always be borrowed.

Frequently Asked Questions

Find answers to common questions about this topic.

  • Google can remove reviews due to automated anti-spam systems, policy changes, account updates such as rebranding, or errors. In many cases, legitimate reviews are removed without clear explanations or meaningful appeal options.

  • Yes. Many small businesses report losing legitimate reviews with no warning. Google controls the platform and can remove reviews at its discretion.

  • Losing reviews can reduce trust, hurt local SEO visibility, and impact conversion rates, especially for businesses that rely heavily on Google Maps and local search.

  • Yes. Google Reviews are still valuable for visibility and trust. However, they should not be the only place where your social proof lives.

  • Businesses should collect and display testimonials on their own website, where content cannot be removed by third-party platforms or algorithm changes.

  • A website you own allows you to showcase testimonials, case studies, and client feedback permanently, giving you full control over your credibility and long-term visibility.