Review management
What is review management?
Review management is the ongoing process of asking customers for reviews, watching review sites, replying to reviews (good and bad) and using the feedback to improve. Platforms include Google Business Profile, Yelp, Trustpilot, G2, Capterra and app stores.
Asking every customer, not only the happy ones, keeps the process honest; asking only happy customers is review gating.
Why review management matters
Reviews influence both buyers and local search visibility. Replying shows you listen, and a thoughtful reply to a bad review can matter as much as the review itself.
Related marketing terms
Reputation management is monitoring and improving how a brand or person is seen online, through reviews, replies and search results.
Google Business Profile is a business’s free listing on Google Search and Maps, with its address, hours, phone, website, photos and reviews.
Review gatingBlack hat
Review gating is asking customers how they felt first and only inviting happy ones to post a public review, hiding negative feedback.
Fake reviewsBlack hat
Fake reviews are reviews that do not reflect a real customer’s honest experience: written by the business, paid for, or posted to attack rivals.
Social proof is the tendency to trust what others do and say: reviews, testimonials, user counts and creator recommendations that reassure buyers.