Four Tips for Better Google Reviews

Editor's note: The following article was written and submitted by Douglas Tuft, google business profile manager, Fox Pest Control. For the past two years, he has managed all of Fox’s local business profiles across Google, Apple, Bing, etc., helping branches increase rankings, generate reviews and drive more local leads.

In the pest control industry, reputation is everything. Whether a recommendation comes from a neighbor over the fence or a stranger’s online review, businesses live and die by what people say about them.

While traditional word-of-mouth and a variety of online platforms still matter, there is one undisputed king of customer acquisition: Google. When a homeowner discovers a termite infestation or a wasp nest, they don't wait around or look at their local Facebook group — they search Google for immediate help. If your business isn't dominating the local Google Maps results with stellar ratings, you are actively giving leads to your competitors.

Over 97% of consumers read online reviews for local businesses. Today, customers have even higher expectations of businesses. Studies report that 31% of consumers say they will only use a business with 4.5 stars or more (up 17% from last year), while 68% of consumers say a business needs at least 4 stars to be considered.¹

For a local pest control company, getting high-quality Google reviews isn't just a marketing strategy — it's the lifeblood of your business.

With all this focus on online reviews, here are four tips to help your profile stand out.

1. Encourage Google Reviews with Photos. When a customer adds a photo to a review, not only does it catch the eye of potential customers looking at your profile, but it also catches the eye of Google’s algorithm. Google reviews with a photo attached tend to appear higher (and stay higher) in the list of reviews compared to reviews without a photo.²

©Douglas Tuft

This even works with an old review. If you ask a customer who previously left you a positive review to add a photo to that same review, that review will more likely start showing up higher in the list. This can be a clever way to push down negative reviews and elevate positive reviews.

2. Detailed Reviews are Better. Google prefers more detailed reviews that outline the experience and give information to potential customers over the usual “great service!” review. If customers use keywords related to your business in their review (think ant control, pest control, rodent removal, etc.), Google will sometimes pull those reviews into the main search results page in little snippets called justifications. This can be a great way to stand out amongst other pest control companies.

©Douglas Tuft 

Obviously, you can’t control what customers put in their review, but providing a great service experience and encouraging them to tell others about their experience can help lead to more detailed reviews.

3. Maintain Consistent Review Velocity and Review Recency. Many businesses focus solely on the number of reviews they get. While having a large number of reviews is great, it is no longer the only thing Google factors when ranking businesses. Google (and potential customers) want a business that is fresh and current. In fact, most people only care about reviews written within the last three months.³ This means that your business needs a steady inflow of reviews, not just a few big pushes throughout the year.

4. Respond to Negative Google Reviews & Use the Feedback to Improve Your Business. No matter how good a business does, you can’t please everyone and you are bound to get a few negative reviews. This may sound counterintuitive, but you can still use negative reviews to your advantage. First, you should respond to every review left on your profile, both positive and negative, ideally within 24-48 hours. This shows future customers that you are actively trying to resolve issues and that your communications are timely, thus building trust.

When I consider a product or service, I often look at the bad reviews to see what sort of problems I can expect. If I notice that the company responds to and resolves most of the negative issues, I trust the company more.

You should also use negative reviews as a feedback system for your business. If customers consistently mention your technicians show up late, this may signal a need for additional training, process improvements, or clearer communication with the customer regarding scheduling expectations. Negative reviews can surface cracks in your processes and show you ways to better your business. Reviewing competitors’ negative reviews can also show you gaps in their customer experience and allow you to position yourself to address those pain points, giving you a competitive advantage.

Better Reviews Leads to More Customers. In our digital world, online reviews are more important than ever, and Google reviews still reign supreme among the other review sites. Forty percent of people surveyed tried a new business because of online reviews.⁴ Take the time to build out a trustworthy review profile now and your Google Business Profile will become a lead-generating asset for your business. 

References:

1. Brightlocal, “Local Consumer Review Survey 2026: Star Ratings Keep Rising, Old Reviews Don’t Cut It,” https://www.brightlocal.com/research/local-consumer-review-survey/ (July 7, 2026) 
2. Sterling Sky, “What is the Effect of Leaving Photos with Google Reviews,” https://www.sterlingsky.ca/photos-with-google-reviews/ (July 7, 2026)
3. Brightlocal, “Local Consumer Review Survey 2026” 
4. Yext, “Yext 2026 Consumer Search Behaviors Report,” https://www.yext.com/resources/consumer-search-behaviors-full-report (July 7, 2026)