Online reputation management - answer, improve & manage customer reviews

Why is online reputation management so important? How do you improve your customer ratings? Here you will find the most important information on the topic of online reviews.

Christina Wendt

Messaging expert

7 August, 2021

Online ratings - All information at a glance


Cautionary Language Concerning Forwad-Looking Statement

Cautionary Language Concerning Forwad-Looking Statement

Your Internet presence is your company's flagship on the World Wide Web. This does not only include a website: Online reviews are becoming increasingly important. Customers listen to what other customers report. But how do you generate new customer reviews? On which review portals should you be present? How do you best deal with negative reviews?

Here you will find the most important information on how to improve your online reputation and efficiently manage, analyse and increase customer reviews.

How important are customer reviews on the internet?

Customers are interested in what other customers have to say. How customers rate your service, product or service on the internet has an impact on the image of your company. Online reviews via Google or other review portals have a direct influence on your online reputation, other customers' purchasing decisions and thus also on sales. However, it is not uncommon for unhappy customers in particular to leave reviews.  

Digression: What does online reputation mean?

Online reputation is the reputation or image of a company, person, product or service on the Internet. Online reputation is influenced by the following factors: 

  • Online customer reviews
  • Presence in the search results
  • Media coverage
  • Social media presence
  • Discussions in forums
  • etc.

"Customer reviews create trust. When a customer is deciding between two companies, positive and authentic online reviews are often crucial."

Yilmaz Köknar, CEO & Co-Founder of Superchat

What do customers think about online reviews? 

The opinion of happy or unhappy customers can have an impact on the purchase decision of potential new customers. Especially when there are several products or services of equal value to choose from, customers tend to read online reviews. According to a Statista survey published at the beginning of 2020, 66% of 16- to 19-year-olds use online reviews as a decision-making aid.

Seriousness and trust play a major role here. If there are too many perfect reviews, customers become suspicious and often fake reviews can be quickly recognised. Company profiles with mainly 5-star ratings look dubious and untrustworthy. This is confirmed by a study by Capterra: more than half of the respondents believe that at least 50% of online reviews are fake.

Which rating portals are there?

Customer opinions are collected and published on rating portals. Customers can rate products, services and companies there, among other things. For potential customers, these portals offer a wide variety of information and experience reports that play a major role in the purchase decision.

Most portals take care to publish serious and verified customer reviews in order to guarantee an authentic image. On the one hand, positive online reviews increase the popularity of a company. On the other hand, bad or fake reviews can damage the image and scare off potential new customers.

The selection of rating portals on the Internet is diverse and offers both industry-independent platforms as well as specific rating sites for certain industries. The following rating portals are among the most important platforms:

  • Google My Business
  • Facebook
  • CareDash
  • Yelp
  • Kununu

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Here is a reading tip from us: An overview of popular evaluation portals for doctors

How do you deal with online reviews?

Reviews alone are no guarantee of success. How you as a business respond to online reviews, both positive and negative, has a big impact on customers. Good review management can help attract new customers and improve your online reputation.

Important: Do not leave customer reviews unanswered. Respond to positive and negative reviews.

Dealing with negative comments in particular is not easy. It is often necessary to be tactful in order not to upset the dissatisfied customers even more. In principle, regardless of whether it is a negative or positive review, you should thank your customers for their feedback.

Show your customers that their opinion is important to you. Leaving customer feedback unanswered is one of the most common mistakes when responding to online reviews. If it is a negative customer review, the following tips should be taken to heart:

  • Do not take negative reviews personally
  • Respond promptly to complaints
  • Show empathy and understanding
  • Respond individually to the customer

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Here's a reading tip from us: How to react to a negative review

How do you get positive customer reviews?

Customers tend to leave reviews especially when they are unhappy. The challenge is to convince happy customers to write a positive review.

The basis: Be present with your company on relevant review portals. In addition to industry-specific platforms, this also includes Google My Business. Here, users can find important information and contact details as well as customer reviews. However, this alone is not enough. To generate positive customer reviews, you have to act actively. Remind your customers after the purchase that their feedback is important.

Using a Google QR code generator, you can easily create a QR code or link that leads directly to your Google My Business profile. This gives customers the opportunity to write a review quickly and easily.

Why you should not buy customer reviews

Generating customer reviews in a natural way takes time and work. Buying fake reviews promises an easy solution to the problem. Providers of fake reviews promise, for a comparatively low price, a large number of positive reviews.

Even if these offers sound attractive, you should never buy online reviews. On the one hand, buying online reviews is starable and on the other hand, many review portals take action against dubious fake reviews. Real, authentic feedback and loyal customer relationships are more valuable than fake online reviews.

Improve SEO performance with Google reviews

Search engine optimisation (SEO) has also become an important marketing area for small and local businesses in recent years. Google continues to expand its own search results, which means that most information can already be seen directly via the search engine. The Google My Business profile is considered a company's digital business card.

On the Google My Business profile, customers can find the most important information, contact data and reviews of a company. The better the profile is optimised, the greater the influence on SEO performance. This includes not only essential information such as address or contact details, but also customer reviews. Search engine optimisation is no longer just about keywords. Trust, authority and expertise are now among Google's important quality criteria. Genuine, positive and authentic customer reviews on Google make companies appear trustworthy.

Google reviews influence whether users click on a search result or not. According to a survey by BrightLocal, 57% of consumers will only choose a business if it has 4 or more stars. So if a business has positive and reputable reviews, users are more likely to trust the website and click on the Google search result.

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Here's a reading tip from us: The SEO Guide for Small & Medium-Sized Businesses

Competitive advantage thanks to customer reviews

Of course, review management can be very time-consuming for your company, but the effort is worth it. Consumers use reviews from other customers to get an overview of different companies and products.
Online reviews play an important role in the purchase decision. Positive reviews give your business a significant.

competitive advantage.It is especially important to make the process as easy as possible for customers. Therefore, you should remove as many obstacles as possible on the way to the review in advance. It is best to ask your customer for an evaluation via the communication channel that is also used privately. In doing so, you should not simply ask them to rate your product, but send them a rating link directly.

Show your presence on relevant review portals, invite customers to submit new reviews and respond to incoming customer reviews.

Improve online ratings with Superchat

Satisfied customers often don't think to leave a review. With Superchat, you can send your customers a review reminder quickly and easily. As soon as a new notification is received via Google, Facebook or other rating portals, you will be notified via Superchat. 

Superchat functions at a glance

  • Notifications about new ratings
  • Creation of templates for assessment reminders
  • Statistics on incoming evaluations
  • Adding multiple rating platforms
  • Employee Rankings 
  • Mobile Superchat App

Would you like to use Superchat? Do you have any questions about our product? Contact us simply and without any obligations via WhatsApp, or write us an e-mail at We look forward to hearing from you!

Online Reviews FAQs

Can you buy Google reviews? 


Yes, you can buy Google reviews. But we strongly advise against it. On the one hand, buying fake reviews is illegal, and on the other hand, you are deceiving your customers. 

How can I delete a Google review?


Bad Google reviews can be deleted. However, only if the reviews violate Google's guidelines and in the end Google decides whether the review is deleted or not. This process can take a few days. If you suspect that a comment violates these guidelines, proceed as follows:

  • Log in to the Google My Business profile
  • Select location (if you have more than one) 
  • Select "Ratings" in the menu
  • Select rating and mark as inappropriate

Can you reply to reviews? 


Yes. Most review portals, such as Google, Facebook, Yelp or Jameda, offer businesses the opportunity to respond to incoming customer reviews. 

Christina Wendt

Messaging Expert

Christina is a messaging and content expert at Superchat. Apart from communication and marketing topics, she knows the Berlin food scene inside out.

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