In 2025, Google reviews remain one of the most powerful local ranking factors. But it’s not just about how many reviews you have - it’s also about how recent your reviews are.
🔎 Why Does Google Care About Recency?
Google wants to show searchers the most relevant, up-to-date businesses. If your last review was a year ago, it raises a simple question:
Is this business still active?
Fresh reviews signal to Google that:
-
Your business is open and operating.
-
Customers are still using your services.
-
You’re providing consistent, ongoing quality.
This “freshness factor” helps Google trust your business more when deciding who appears higher in the local map pack.
📊 Fresh Reviews vs. Old Reviews
✅ Old reviews still count - they show your history and build your average star rating.
✅ Fresh reviews boost your relevance - they show you're actively serving customers right now.
👉 Best practice:
Aim to collect steady, ongoing reviews rather than one big batch every couple of years.
For example:
-
4 new reviews per month = 48 reviews in a year.
-
1 new review every 2 weeks = ongoing freshness.
This steady flow helps both your Google ranking and your conversion rates when people read your reviews.
💡 How Can You Get More Fresh Reviews?
The biggest reason businesses stop getting reviews is simple:
They stop asking.
Here are a few simple ways to stay consistent:
-
Ask every happy customer directly.
-
Have a Pingcard Review Plate or Stand in reception.
-
Add QR codes to your invoices and receipts.
-
Follow up via text or email with links through to your Google Review Page.
🚩 Warning: Google Spots Unnatural Patterns
Don’t try to cheat the system by generating lots of fake reviews all at once. Google can detect unusual review patterns. The safest, most effective strategy is always organic and steady growth.
🎯 Summary Takeaway:
✅ Recency of reviews is a live ranking factor for Google in 2025.
✅ A steady stream of fresh reviews builds trust with Google and with potential customers.
✅ Make it part of your weekly routine - not a one-off campaign.
Need help setting up an easy system to collect fresh Google reviews?
We offer simple tools to help businesses build consistent reviews every month.
👉 Contact us today - info@pingcard.co.uk