Many people tend to rely on reviews from alleged previous buyers before purchasing a product or service. However, the internet is full of fake reviews, probably more than you think. There are companies that use this strategy to make their products stand out from the rest. Now, Google is announcing that it will extend its fake reviews crackdown policy globally.
As reported by Search Engine Roundtable, Google plans to get stricter with businesses that pay for fake product review services. The proliferation of fake reviews can be a serious market problem that unfairly affects competitors. After all, to the average person, a shiny 5-star review will look more attractive than one with 4 or 3 stars. So, many decide what to spend their money on based on what the reviews say.
The fake review crackdown policies that Google will implement globally
To combat this, Google will begin to implement tougher measures globally. If it detects businesses resorting to fake reviews, the Mountain View giant will impose three penalties. Such businesses “will not be able to receive new reviews or ratings for a set period of time.” Plus, existing reviews or ratings “will be unpublished for a set period of time.” Lastly, potential consumers will receive a warning about the business’ use of fake reviews.
Interestingly, such policies are not exactly new. Google was already enforcing them, but only in the UK. In fact, the existing cases of businesses impacted by the “punishments” come from the UK. However, Google is now planning to expand these penalties globally. This should help greatly reduce the percentage of fake comments in product review sections.
Malicious actors could abuse the system to affect competitors
That said, Google must be careful in determining whether a business actually resorted to fake reviews. After learning about the new policies, some business owners may begin to pay for fake review services in an attempt to negatively impact their competitors. For instance, a company might send phony reviews to their direct competitors’ products, seeking to have Google unfairly penalize them. So, a reliable verification system is necessary before making a final decision about a business. It doesn’t seem like an easy task, but if there’s anyone who can find a solution to it, it’s Google.