Good question. But like everything else… it depends. Both Google and social media reviews can significantly benefit your company. Which one you choose (first, or at all) depends on your goals.
First, let’s consider your primary goal:
- SEO: Are you trying to rank higher on Google?
- Brand visibility: Do you need to reach potential clients where they actually look for recommendations?
- Revenue: Is your primary goal immediate revenue?
The problem is, most businesses have ALL these goals!
So it’s about knowing your most immediate goal, so it can shape your action steps. (This is why it’s crucial to at least have 1-year SMART goals for your business, so you know exactly what to focus on this year.
For Now, Google Reviews are Probably Most Important.
Every business wants to be #1 on Google. In that sense, both Google and social media reviews matter for your overall Google rankings.
But of course … Google naturally prioritizes its own platform: the Google Business Profile (GBP).
This makes sense when you think about it. Google has over 200 ranking factors they use to decide how to rank websites in search results. Of course, reviews on their own platform carry significant weight (about 16%, as of the time of this writing).
Google Reviews are also super valuable because they show up prominently when potential clients search for your company name. And although, nowadays, it seems like most companies pay for or incentivize customers’/clients’ 5-star reviews (a Google no-no), the majority of users still tend to trust these reviews. (Honestly, that’s WHY so many companies “buy” reviews.)
Bottom line: Since most people use Google for searches, the visibility factor alone makes them worth considering as your first choice for getting reviews — if your business qualifies.
PRO TIP: It’s crucial to consistently update and post to your GBP, just like you would an active social media account. Just putting it up and letting it sit there will NOT help you grow. See “I’ve Got a Google Business Profile: What’s Next?” How to Use Your GBP to Attract Leads.
Consider Social Media Reviews as an Alternative.
Even if you qualify for a local Google profile, social media reviews might actually be a better first choice in some cases. It depends on your target audience.
Ex:
- Are they mostly on LinkedIn?
- Do they often seek recommendations in specific Facebook groups?
- Etc.
In these cases, it would make sense to focus your review-gathering efforts on social media first. (Unsure where they hang out? Do some ethical “spying” to uncover data.)
Another scenario where you might consider social reviews first? If you’re running a B2B service in which professional networks play a crucial role in building authority.
DID YOU KNOW? Social media ratings also often show up in Google when people search for your company. Nice credibility boost.
Either Way, Choose Just One Platform to Start. Then expand.
Here’s something most marketing advice doesn’t address:
Sometimes, you need to focus on just one platform for reviews, at least initially, because:
- You don’t yet have much client volume, or
- Getting reviews is challenging for your business type,
- Or both.
Note: Having a Hard Time Building Reviews? It’s Normal.
Facing challenges getting clients to leave reviews is more common than you might think for service companies, depending on your industry and average client size.
For instance, consider services like performance coaching or therapy. Even when your clients are very loyal or get stellar results, they may still hesitate to post reviews (or even ratings!) to protect their privacy. Some of my best clients across companies fall into this category. When it comes down to it, they just may not want colleagues, peers, or family to find out they needed help with anything in the realm of what you do.
Serving large and/or corporate clients adds another layer of complexity. When consulting for large organizations, their contract may forbid vendors from even mentioning them as clients. And their team is barred from publicly acknowledging they’ve done business with you, as this could be viewed as an endorsement. Again, we experience this with some of our clients at Excellent Presence. It can be frustrating, as these associations would otherwise be very nice resume boosters.
So if you think it may be hard to build reviews for your company, make your first choice a GBP — if you qualify.
Weighing the Options for Local/Service Area vs. Online-Only Businesses
To have a Google Business Profile, you must either:
- Have a local company that sees clients in person and is authorized to be represented at that location. (Ex: Rented coworking space, private storefront, etc.) Sorry, no pop-up-only businesses. 🤕 -OR-
- Have a service area business that travels to serve its clients at their locations.
If either of these are true for you, prioritize GBP reviews: They directly impact your visibility in local search and often provide the most calls, visits, and the fastest path to new clients.
Online-only service businesses are “up a creek” in terms of the GBP, sadly. But you’ve got several alternatives:
Review Schema Markup
This is code your developer installs on your site. It helps Google display your existing reviews directly in search results, similar to how GBP reviews appear for local businesses. The key is having legitimate reviews to display first.
With it, you can display reviews collected from multiple scattered sources, like:
- your own website’s testimonials page
- case study results
- client feedback emails (with permission)
- third-party review platforms’ free tiers
- etc.
To implement review schema on WordPress, install a free plugin like Site Reviews, by Gemini Labs. It will add the markup to your testimonials or review pages (or you will, depending). then, you’ll test that Google can find it using their Rich Results Test tool.
Pro Tip: Focus first on getting 3-5 detailed reviews that specifically mention results or benefits. Quality matters more than quantity when you’re starting out, since these may show up directly in Google’s search results.
Google’s Product Ratings Program
This indirect option helps Google show reviews of products sold through your website. When users review your on-site digital offerings, proper markup helps those reviews show up in Google search.
Note: These aren’t for general reviews of your overall company; they must be specifically tied to purchasable digital products, like online courses, downloads, software or apps, tools, etc.
To do this, you’d need to sign up with one of the review aggregators they support, with Product Ratings directly (if you have at least 50 reviews), or with Google Customer Reviews.
This option is most valuable if digital products are a key part of your business model.
Strategic Platform Reviews
Starting with the platform where your ideal clients and partners already spend time, reach out to a few and request recommendations. For instance, if you target corporate clients, LinkedIn recommendations might be your best first step. For B2C products, Facebook Page reviews offer great social proof.
Other ideas include professional association directories (often free with a paid membership) and industry-specific platforms like Clutch.co, Sortlist, or your specific industry’s go-to platform.
Pro Tip: Make it easy for clients by suggesting specific aspects of your work together they might mention. This helps you build a well-rounded collection of reviews highlighting different service benefits.
The Reveal: Start Small, Then Expand Strategically.
To get maximum results with less work, build review momentum on one platform, and then branch out.
While all public, positive reviews benefit your business (and even the negative ones, if you respond well), choosing the right starting point helps you get tangible results sooner.
Most people search Google these days, but many also search social media. So you might eventually want reviews in both places. Aim to get 5-10 quality reviews on your chosen platform, then only expand as your company grows.
Need a custom growth strategy for your unique business needs? Book a quick call to explore how we can help you make faster progress without burning out.
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