Is it OK to ask only happy customers to leave a Google review?

No. Google prohibits review gating. Invite all customers with the same neutral request. You can use NPS or satisfaction scores only to prioritise follow-up after the initial, identical invite—not to filter who is asked. See Google’s policy: https://support.google.com/business/answer/3474122

Can Australian businesses offer incentives for reviews?

Incentivising reviews risks breaching Google’s policies and may breach Australian Consumer Law (ACCC) if reviews are misleading or not independent. Healthcare has additional AHPRA restrictions. See ACCC guidance: https://www.accc.gov.au/business/advertising-and-promotions/online-reviews and AHPRA: https://www.ahpra.gov.au/Publications/Advertising-resources/Guidelines-for-advertising-a-regulated-health-service.aspx

Which schema should we use for reviews?

Do not expect review snippets for LocalBusiness/Organization—Google no longer shows self-serving review stars for these types. Use Product or Service markup where appropriate and eligible, ensure reviews are about that specific offering, and avoid self-serving aggregate ratings. See Google guidance: https://developers.google.com/search/docs/appearance/structured-data/review-snippet

How should we add a phone tracking number to Google Business Profile?

Keep your primary NAP number as the main GBP number. Add the tracking number as an additional number in GBP. Use Dynamic Number Insertion on your website so the permanent NAP remains consistent in source code. This avoids NAP inconsistencies while still tracking calls.

How quickly can ratings and review volume improve?

Most businesses see meaningful movement in 8–12 weeks with a consistent, compliant invite process and active response management. Faster gains happen when staff ask in person at the right moment and follow up by SMS/email.

Should we respond to every review?

Yes—thank positives briefly and address negatives with empathy, facts, and an offer to resolve offline if sensitive. Consistent responses improve trust and conversion from map pack views.

Reputation Management Examples for Australian Businesses

TL;DR – reputation examples you can copy

Invite every customer with the same neutral ask; prioritise follow-up by NPS only after the invite.
Respond to all reviews within 48 hours; resolve sensitive issues offline then update the public reply.
Upgrade GBP: primary/secondary categories, services, photos, Products, Q&A, and weekly Posts.
Keep your main NAP phone in GBP; add a tracking number as an additional number; use Dynamic Number Insertion on-site.
Use Product/Service schema where eligible; don’t expect review stars for LocalBusiness/Organization pages.

Share your situation for tailored advice

Playbooks with Australian reputation examples

1) Compliant, consistent review invites (no gating)

Send one identical, neutral review request to all customers via SMS/email within 24–48 hours of service. Use NPS or satisfaction scores only to decide who gets a reminder—never to filter who receives the invite. This aligns with Google’s no-gating policy.

Plumbing business – Sydney

Baseline: 3.8★ (67 reviews). Actions: all-customers SMS invite with direct GBP link, staff script for in-person ask, 1 reminder at 7 days. Result (10 weeks): 4.4★ (112 reviews), +67% call conversions from GBP.

Dental clinic – Brisbane

Baseline: 4.1★ (94 reviews). Actions: neutral invites to all patients, content avoids clinical outcome claims to comply with AHPRA, weekly monitoring. Result (12 weeks): 4.5★ (148 reviews), +28% directions clicks.

Review my invite wording

2) Service recovery and response management

Public replies within 48 hours, empathetic tone, acknowledge issue, propose offline resolution, and post an update when resolved. Track themes to prevent repeats.

Restaurant – Melbourne

Baseline: 4.0★ (312). Actions: response SLA, manager resolves complaints same day, menu allergy info updated. Result (8 weeks): 4.3★ (358), +19% “call now” taps from Maps.

Law firm – Perth

Baseline: 4.2★ (41). Actions: reply library for common issues, intake follow-up call, conflict-of-interest clarifications in replies. Result (12 weeks): 4.6★ (66), +22% consultation enquiries.

Get a response template pack

3) GBP optimisation that moves the needle

Complete categories, services, attributes, compelling photos, Products tab for fixed-price items, Q&A seeded with genuine FAQs, and weekly Posts. Ensure opening hours and holiday hours are accurate.

Builder – Gold Coast

Baseline: 4.6★ (55). Actions: added “Home Builder” + “Custom Home Builder,” service list, project photos, Q&A, weekly Posts. Result (9 weeks): +38% profile views, +31% calls from Maps.

Physio clinic – Adelaide

Baseline: 4.4★ (88). Actions: accurate practitioner info, services populated, AHPRA-compliant content, accessibility attributes. Result (10 weeks): 4.6★ (129), +24% website clicks.

See GBP examples

4) Listings/NAP cleanup and call tracking done right

Unify Name, Address, Phone across top AU directories. In GBP keep your primary NAP as the main number, add the call tracking number as an additional number, and use Dynamic Number Insertion on your website so source-code NAP stays consistent.

Real estate agency – Newcastle

Baseline: fragmented NAP across 14 listings. Actions: Yext/manual cleanup, tracking # as secondary in GBP, DNI on site. Result (12 weeks): +23% map pack impressions, +34% call-through rate.

Check my NAP and tracking setup

5) Reputation hub on the website (+ honest schema)

Create a “Reviews” page that aggregates third‑party snippets lawfully, links out to sources, and explains your service standards. Use Product/Service schema where eligible; do not expect review stars for LocalBusiness or Organization pages.

Managed IT provider – Canberra

Baseline: scattered testimonials. Actions: built Reviews hub, outbound links to Google/Clutch, used Service schema for packaged IT support, removed self‑serving LocalBusiness review markup. Result (11 weeks): +18% conversion rate on organic landings.

See strategy considerations

6) Issue/crisis handling with proactive content

Map likely issues, define owners, publish a clear process page, and use Posts/updates across GBP and socials to close the loop when fixed.

Home services franchise – National

Baseline: spike of 1★ reviews due to delays. Actions: status page, proactive comms, goodwill vouchers (non‑review‑conditional), weekly updates. Result (8 weeks): 1★ share down 42%, average back to 4.3★ from 3.7★.

Request a crisis checklist

What not to do: no review gating

Google prohibits discouraging or preventing negative reviews or selectively soliciting positive reviews. Invite everyone with the same neutral request. If you use NPS:

Send the same invite to all customers.
Use NPS only to prioritise follow-up after the invite.
Do not filter who gets asked based on score.

Policy reference: Google’s Prohibited and restricted content for reviews.

Audit my review process

Compliance quick references for Australia

Google review content/policy: support.google.com/business/answer/3474122
ACCC guidance on online reviews and testimonials: accc.gov.au/business/advertising-and-promotions/online-reviews
AHPRA advertising guidelines (health): ahpra.gov.au/.../Guidelines-for-advertising...

Healthcare note: do not publish testimonials about clinical outcomes or use them in advertising where prohibited by AHPRA.

Schema and review snippets: clear expectations

LocalBusiness/Organization: self‑serving review snippets are not eligible for stars in search results.
Use Product or Service markup only if your page is primarily about a single eligible offering with reviews about that offering.
Ensure reviews are visible on the page if you use structured data; avoid marking up third‑party reviews you don’t host.

Sense‑check my schema

FAQ – reputation examples and rules

Is it OK to ask only happy customers?

No. Invite all customers equally, then prioritise follow‑up using NPS. See Google policy linked above.

Are incentives allowed?

Risky. May breach Google policies and Australian Consumer Law. Avoid incentives for reviews.

Which schema should we use?

Product/Service where eligible. Don’t expect review stars for LocalBusiness/Organization pages.

How to add a tracking number in GBP?

Keep your primary NAP as main; add tracking as additional; use DNI on the website.

How fast can results appear?

Often 8–12 weeks with consistent invites and responses.

Respond to every review?

Yes—brief thanks for positives; empathetic, factual responses for negatives.

Related reputation pages

Reputation Management Help

Where reputation fits in growth.

Read this page Reputation Strategy

Planning and priorities.

Read this page Reputation Checklist

Step-by-step actions.

Read this page Reputation Costs

Typical pricing models.

Read this page Reputation ROI

How to measure impact.

Read this page Reputation for Small Business

Lean playbooks.

Read this page

Other helpful pillars

Local SEO Examples

Map pack wins.

Read this page Google Business Profile Examples

Profile upgrades in action.

Read this page Content Marketing Examples

Trust-building content.

Read this page Analytics & Tracking Examples

Proving the impact.