WebVitality Policy on Business Review Gating

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At WebVitality, Inc., we are committed to upholding industry best practices and adhering to Google’s published guidelines regarding reviews and customer feedback. While some marketing practices attempt to selectively collect only positive feedback—commonly known as “review gating”—this approach directly conflicts with Google’s policies and can harm a business’s long-term online visibility.

Below, we outline the risks associated with review gating, relevant Google policies, and our recommended approach for compliant and sustainable feedback management.

1. Google’s Review Policies

“Don’t discourage or prohibit negative reviews or selectively solicit positive reviews from customers.”
Source: Google Maps User-Contributed Content Policy

Review gating—where happy customers are funneled toward public review platforms like Google, while unhappy customers are diverted to private forms—violates this policy. Even if technically executed without bots or automation, this approach creates an unbalanced feedback environment and is viewed by Google as an attempt to manipulate perception.

2. Business Risks of Review Gating

  • Suspension or removal of your Google Business Profile (GBP)
  • Loss of local SEO visibility and reduced map pack placement
  • Reduced trust from savvy consumers who recognize skewed ratings
  • Permanent damage to your brand’s credibility with Google

3. Recommended Approach: Open, Non-Gated Feedback

WebVitality advises using an open feedback collection model where all users, regardless of satisfaction level, are presented with the same options:

  • Public Reviews: Customers are invited to leave reviews on platforms such as Google or Facebook without pre-screening.
  • Private Feedback Form: As an alternative, customers can send feedback directly to the business, allowing for issue resolution and relationship-building.

This approach ensures compliance with Google’s guidelines, provides transparency to prospective customers, and fosters trust through authentic engagement.

4. Benefits of the Open Feedback Model

  • Improved Customer Experience: Users interact with a unified system, leading to clearer, more straightforward interactions.
  • Enhanced Reputation Management: Even occasional negative reviews contribute to the authenticity and credibility of a brand’s profile.
  • Long-Term SEO Gains: Businesses benefit from genuine reviews and consistent engagement, both of which contribute to higher local search rankings.

5. Our Commitment

At WebVitality, we do not implement or recommend any strategy that could be seen as deceptive or non-compliant with Google’s terms. Our commitment is to build long-term authority, trust, and visibility for your business.

We implement sustainable strategies centered on:

  • Verified, real-world engagement
  • High-quality local content
  • Transparent review solicitation practices

We believe these values support your business growth and protect your digital presence from unnecessary risks.

Still have questions? We’re happy to talk through them. Please give us a call at (800) 450-5390. At WebVitality, we’re not just your agency, we’re your partner in growth.

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