How Long Do Google Reviews Last?

You have been running a business for three years now. You've got 147 Google reviews,some from your opening month, others from last week. But here's what's keeping you worried if those older reviews still matter? Are they helping or hurting your business? And more importantly, will they just disappear at some point?

Here's a reality check that might surprise you: Google accounts for 73% of all reviews, making it the undisputed king of online reputation. But here's what most business owners don't realize-those reviews from 2021? They're still there, still counting, and still influencing every potential customer who finds you online.

The short answer: Google reviews don't expire. Ever. But their impact? That's a different story entirely.

Let's dive into what this means for your business, your bookings, and your bottom line.

Do Google Reviews Expire? Here's the Truth

No, Google reviews do not have an expiration date. Unlike stories on social media, Google reviews don’t disappear after 24 hours making it critical to manage what stays public.Even though they don’t expire, Google reviews can be removed in rare cases especially if they violate Google’s review policy.

Here's what actually keeps your reviews visible:

Reviews Stay Unless

1. The Reviewer Deletes It

• Customers can remove their own reviews anytime
• No notification is sent to your business when this happens
• This accounts for about 5-10% of review disappearances

2. Google Removes It for Policy Violations

• Fake reviews, spam, or inappropriate content
• 10.7% of all Google reviews are fake, and Google actively removes them
• Reviews without genuine customer experiences

3. The User's Account Gets Deleted

• If a reviewer deletes their entire Google account
• Reviews from that account disappear across all businesses
• Rare but does happen with inactive accounts

4. Business Profile Changes

• Major business restructuring or profile mergers
• Location changes (though reviews often transfer)
• Business category changes in some cases

What This Means for Your Business

Every review you've ever received from your very first customer to yesterday's appointment is still live and affecting your reputation. That enthusiastic five-star review from your opening week? Still bringing in customers. That one-star complaint from two years ago that you never responded to? Still pushing potential customers away.

Key Insight: 63% of consumers would lose trust in a business after seeing mostly negative written reviews. The longevity of reviews means negative feedback from years ago can still impact today's bookings.

Why Older Reviews Still Matter (and Why They Don't)

This is where it gets interesting. While all your reviews technically "count," their influence isn't equal.

How Google Weighs Review Age

Newer Reviews Get Priority:

• Recent reviews appear first in search results
• Google's algorithm favors fresh content
• Customers scroll from newest to oldest

Older Reviews Provide Context:

• Build credibility through review volume
• Show business consistency over time
• Demonstrate longevity and reliability

The Psychology of Review Recency

48% of consumers say that reviews by named individuals make them feel more positive about a business, and this effect is strongest with recent reviews. Fresh, consistent reviews signal to Google that your business is still relevant and show customers that your quality hasn’t dropped off.Here's why:

Customer Behavior Patterns:

• Most customers read only the first 5-10 reviews
• Recent reviews feel more relevant to current service quality
• Customers assume older reviews might not reflect current standards

Business Evolution Factor:

• Your team changes over time
• Service quality improves (hopefully!)
• Pricing, location, or offerings may have shifted

The Real Impact Numbers

Here's data that'll change how you think about review timing:

• 0-3 months old: Maximum influence on booking decisions
• 3-12 months old: Still highly influential, especially if consistent
• 1-2 years old: Provide volume credibility but less decision impact
• 2+ years old: Background credibility, rarely read in detail

This doesn't mean old reviews are worthless ,they contribute to your overall rating and review count, which are crucial trust signals.

What Happens to Reviews When You Rebrand or Move?

Planning to expand, relocate, or rebrand? Your reviews might come along for the ride but it's not guaranteed.

Business Name Changes

Reviews Usually Transfer When:

• You update your business name through Google Business Profile
• The change is minor (adding "Clinic" to "Dr. Sharma's Practice")
• Your location and core services remain the same

Reviews May Not Transfer When:

• You create an entirely new business profile
• The name change is dramatic ("Raj's Salon" to "Elite Beauty Studio")
• You change business categories significantly

Location Changes

Moving Within the Same City:

• Reviews typically transfer to your new address
• Update your Google Business Profile address first
• Monitor for a few weeks to ensure smooth transition

Moving to Different Cities:

• More complex, sometimes requires Google support
• Reviews may transfer but local SEO starts fresh
• Consider keeping old location listed temporarily

Pro Tips for Business Changes

1. Never Delete and Recreate: Always update existing profiles rather than starting fresh
2. Document Everything: Screenshot your reviews before making major changes
3. Communicate Changes: Post updates about moves/rebrands to existing reviewers
4. Plan Review Recovery: Have a strategy to collect new reviews post-change

Success Story: A Mumbai-based fitness studio rebranded and relocated, transferring 89 of their 95 reviews by properly updating their Google Business Profile rather than creating a new one.

How to Keep Your Reviews Fresh and Relevant

Here's where most businesses fail. They get a decent collection of reviews and then stop. This is like building a great foundation and never adding to the house.

The Review Momentum Strategy

Month 1-3: Foundation Building

• Collect 20-30 initial reviews
• Focus on your happiest customers
• Establish baseline rating above 4.0

Month 4-12: Consistency Phase

• Target 8-15 new reviews monthly
• Maintain steady flow regardless of seasons
• Address any negative reviews promptly

Year 2+: Domination Mode

• 15-25+ reviews monthly
• Leverage automation for consistency
• Focus on review quality and recency

Practical Review Collection Methods

Immediate Post-Service:

• WhatsApp message within 2 hours of appointment
• 69% of modern consumers leave reviews if they are prompted by brands
• Include direct Google review link for one-click access

Follow-Up Sequence:

• Day 1: Thank you message with review request
• Day 3: Gentle reminder if no review received
• Day 7: Final follow-up with incentive mention

Physical Touchpoints:

• QR codes at checkout counter
• Review request cards with receipts
• Staff training for verbal requests

The WhatsApp Advantage in India

72% of people wrote a review for a business when asked to do so, and in India, WhatsApp requests see even higher response rates than email or SMS.

Why WhatsApp Works:

• 400+ million users in India
• Higher open rates than email (95% vs 20%)
• Personal, conversational tone
• Easy to include clickable review links

How Booktara Makes Review Collection Easy and Consistent

Here's where the "set it and forget it" mentality kills businesses. You need systems that work consistently, whether you're busy with customers or away on vacation.

Automated Review Requests

Post-Appointment Automation:

• Automatic WhatsApp messages 2 hours after appointments
• Personalized messages mentioning specific services
• Direct Google review links for immediate action

Smart Timing:

• Messages sent when customers are most likely to respond
• Avoids holiday periods or late-night sends
• Follows up based on customer response patterns

The Power of Integration

Booktara's Review Workflow:

1. Customer books appointment through Google Business Profile
2. Automated booking confirmation via WhatsApp
3. Appointment reminder 24 hours before
4. Post-service thank you with review request
5. Follow-up sequence if no review received

Real Results from Implementation:

• Bengaluru spa: 340% increase in monthly reviews after automation
• Chennai dental clinic: Went from 12 reviews to 180+ in 8 months
• Delhi gym: Maintained 4.7-star rating with consistent 20+ reviews monthly

Beyond Basic Review Requests

Smart Review QR Codes:

• Unique codes for different services or locations
• Track which touchpoints generate most reviews
• Update instantly without reprinting materials

Review Response Templates:

• Professional responses to all review types
• Customizable for your business voice
• Automated posting for positive reviews

Analytics That Matter:

• Review velocity tracking
• Response rate monitoring
• Competitive analysis with local businesses

The Compound Effect

67% of consumers trust Google-based reviews the most, and when you're consistently generating fresh reviews, you create a powerful compound effect:

Month 1: 15 new reviews improve immediate visibility 

Month 6: 90+ new reviews dominate local search results 

Month 12: 180+ reviews with high recency push competitors out of consideration

Local Market Domination: Businesses using Booktara's automated systems across Mumbai, Delhi, Bengaluru, Chennai, and Hyderabad report becoming the #1 choice in their service category within 6-12 months.

Advanced Strategies: Maintaining Review Relevance Over Time

The 30-60-90 Rule

30 Days: Focus on volume - get as many authentic reviews as possible 

60 Days: Focus on quality - encourage detailed, helpful reviews 

90 Days: Focus on recency - maintain consistent monthly review flow

Seasonal Review Strategies

High Season:

• Capitalize on increased customer volume
• Double down on review requests
• Leverage satisfied customers' enthusiasm

Low Season:

• Focus on existing customer re-engagement
• Encourage reviews from past customers
• Offer gentle incentives for honest feedback

Review Recovery Tactics

For Businesses with Stale Reviews:

1. Audit existing reviews for response opportunities
2. Implement immediate automated follow-up system
3. Personal outreach to recent customers who haven't reviewed
4. Create urgency around upcoming improvements or offers

Stale reviews make your profile look inactive even if your service is top-notch. That’s why many businesses now use a Google Review QR code to capture feedback while the experience is still fresh.

For Businesses with Mixed Old Reviews:

1. Calculate how many positive reviews needed to improve average
2. Set monthly targets based on current volume
3. Focus on consistently outpacing negative review frequency

Ready to Stop Playing Defense with Your Online Reputation?

Your reviews last forever, but your competition for customer attention changes daily. Booktara's automated review management system helps local businesses like yours maintain consistent review momentum without the manual follow-up work.

What you get:

• Automated WhatsApp review requests after every appointment
• Professional response templates for all review types
• Real-time monitoring and alerts for new reviews
• Integration with your existing booking system
• 60+ business categories supported across major Indian metros

Starting at just ₹99/month with no contracts or setup fees.

Try Booktara free today and see how 15 minutes of setup can create months of consistent review growth.

Conclusion: Reviews Don't Expire - But Reputation Needs Maintenance

Let's get one thing straight: your Google reviews are like a digital storefront that never closes. Every review you've ever received is still there, still working (or working against you), still influencing every potential customer who discovers your business online.

The reality check: 92% of consumers find keyword filters and photos on Google reviews useful, which means they're not just glancing at your star rating—they're reading, analyzing, and making decisions based on what they find.

Here's your action plan starting tomorrow:

Week 1: Audit and Assess

• Review all existing reviews (yes, even the old ones)
• Respond to any unaddressed negative reviews
• Calculate how many positive reviews you need monthly to maintain momentum

Week 2: System Setup

• Implement automated review request system
• Create WhatsApp templates for post-service follow-ups
• Set up monitoring for new reviews and responses

Week 3: Launch and Monitor

• Start consistent review collection process
• Track response rates and adjust messaging
• Engage with every new review within 24 hours

Week 4: Optimize and Scale

• Analyze which approaches generate most reviews
• Refine templates based on customer responses
• Plan for long-term consistency (this is not a one-month project)

The businesses winning in 2025 understand this: Reviews aren't a one-time effort,they're a living, breathing part of your reputation. While your old reviews provide credibility and context, fresh reviews drive decision-making and bookings.

Remember: You don't need perfect reviews. You need consistent, recent, authentic reviews that show your business is active, improving, and worth choosing over competitors who stopped asking for feedback years ago.

The difference between businesses that grow and those that stagnate isn't the absence of negative reviews—it's the presence of systematic, ongoing reputation management.

Frequently Asked Questions

Do older Google reviews hurt my business ranking?

Older reviews don't directly hurt your ranking, but they can indirectly impact it if they're predominantly negative or if you haven't received fresh reviews recently. Google's algorithm considers review recency as a ranking factor, so businesses with consistently fresh reviews typically rank higher than those with only old reviews, even if the older reviews are positive. The key is maintaining a steady flow of new reviews while keeping your overall rating above 4.0 stars.

What happens to my reviews if I change my business category on Google?

Minor category changes usually don't affect your existing reviews, but major category switches might cause review transfer issues. For example, changing from "Hair Salon" to "Beauty Salon" typically preserves all reviews, but switching from "Restaurant" to "Fitness Center" might trigger Google to review your profile and potentially remove reviews that no longer seem relevant. Always update categories gradually and monitor your reviews closely after any changes.