In the competitive world of local business, your online reputation is everything. A few great reviews can bring in a steady stream of new customers, while just a handful of negative ones can scare them away. Unfortunately, some people are exploiting this reality in the worst way possible—by weaponizing fake reviews ( both negative AND positive 😲 ) against their competitors.
That’s right. While you’re working hard to earn honest feedback, others are playing dirty, using fake reviews to damage competitors’ reputations or even get them penalized by platforms like Google. It’s a growing problem that you must monitor vigilantly or you risk the brutal result once the hammer drops.
The Two Types of Fake Review Attacks
There are two main tactics bad actors are using in these attacks and we’re primarily (so far) seeing this on Google.
1. Buying Fake Negative Reviews to Damage a Competitor’s Reputation
This is the most-common, least creative, and has been going on for the longest. In this scenario, someone hires a service or uses fake accounts to flood a competitor’s profile with 1-star reviews. These reviews are often vague, fabricated, and designed to scare off potential customers. For example, you might see reviews like, “Terrible service. Never using them again,” with no details or records of an actual transaction.
As you know, negative reviews directly hurt a business’s visibility on platforms like Google and reduce customer trust. Even a few fake negative reviews can impact your bottom line because a high star-rating can plummet quickly from just a few negative reviews.
2. Buying Fake Positive Reviews to Get a Competitor Penalized
This tactic is more underhanded, far more creative, less obvious, and MUCH harder to defend against. Instead of posting negative feedback, an attacker buys obviously fake positive reviews for their competitor. The attacker actually WANTS them to be obviously fake because the goal is to have Google detect and flag them as such.
Why would someone do this? If Google suspects you’re engaging in review fraud, they will very likely suspend your Google Business Profile (GBP). They may even take more drastic action on your account itself. The problem is that in this case, you’re the victim! So first you’re victimized by this bad-actor, and then you’re victimized again when Google punishes you for something you didn’t do. It’s a truly horrific type of sabotage that is hard to spot and even harder to get out from underneath.
How to Spot a Fake Review Attack
Whether the reviews are negative or suspiciously positive, there are some telltale signs to watch for:
- A sudden spike in reviews, especially from accounts with little to no history.
- Reviews with generic language like “Great service!” repeated multiple times without details.
- Negative reviews that mention services you don’t offer or describe situations that never happened.
- Multiple reviews coming from locations far outside your service area.
- Positive reviews that seem over-the-top or too frequent to be genuine.
If something seems off, trust your gut. It’s better to investigate early before the damage piles up.
What to Do If You’re Being Targeted
If you believe you’re the victim of a fake review attack, you need to act quickly but calmly. Here’s some suggestions:
For Fake Negative Reviews
1. Flag the Reviews to Google:
Log into your Google Business Profile and report the suspicious reviews. Be thorough in your explanation, pointing out why you believe the reviews are fake.
2. Respond Professionally:
While you work on getting the reviews removed, post a calm and polite response. Something like:
“We take customer feedback seriously but have no record of this experience. If this was a genuine concern, please contact us directly so we can resolve it.”
This shows potential customers you’re paying attention and taking the issue seriously. Remember, as with all negative reviews, you’re not really writing a reply for the reviewer. That person is likely beyond saving so you need to salvage what you can, rather than try to argue with an obstinate opponent. Instead, you’re writing it for the prospect who reads the review. Keep that in mind and you’ll find it easier to craft an appropriate reply.
3. Document Everything:
Take screenshots, note dates, and track patterns. If this becomes a recurring issue, you’ll want a record of all suspicious activity.
4. Get Help if You Need It:
Dealing with review removals can be time-consuming. If you don’t have the bandwidth, our StarSaver service is designed to handle these situations so you can focus on running your business. You can even sign up online in just minutes.
For Fake Positive Reviews
If you notice a flood of overly positive, obviously fake reviews on your profile, it could be a competitor trying to get you penalized.
1. Flag the Reviews to Google:
Just like with the negative reviews, log into your Google Business Profile and report the suspicious reviews. Explain the situation you’re seeing as thoroughly as possible. Your story will be received as far more credible is you get out ahead of any action taken by Google, so don’t delay this step.
2. Increase Transparency:
Consider making a public statement on your website or social channels, acknowledging the suspicious activity and reaffirming your commitment to honest feedback.
3. Strengthen Your Real Reviews:
Yes, we sound like a broken record on this issue, but the best defense is preparing early. No one tries to build a fort only AFTER the attack has begun. Instead, the walls are built and reinforced in advance so that most attacks can be easily repelled. It’s the same here. If you have 10,000 positive reviews, even 100 negative ones will be a drop in the ocean. This takes time, but the best time to start is right now!
4. Keep Monitoring Your Profile:
Review attacks often come in waves. Stay vigilant and check your profiles regularly to catch any future attempts early.
Stay Proactive and Protect Your Reputation
The rise of fake review attacks is an unfortunate side effect of how important online reputations have become. While you can’t always prevent bad actors from trying, you can take steps to protect your business and respond quickly if you’re targeted.
Focus on building a strong foundation of genuine reviews from happy customers. Stay alert to any suspicious activity, and don’t hesitate to take action if something feels wrong. And remember, you’re not alone in this. If dealing with fake reviews feels overwhelming, reach out and we’ll be happy to help.
Your online reputation is too valuable to leave unprotected. Stay vigilant, stay professional, and don’t let scammers get the upper hand.
