Here's what most businesses miss: Two businesses with 100 reviews don't rank the same. The one getting 20 reviews per month will outrank the one that got 100 reviews five years ago and hasn't gotten any since. Google cares about momentum. Fresh reviews signal an active, thriving business.
What Is Review Velocity?
Review velocity is the rate at which your business receives new reviews over time. It's not just about total review count—it's about consistency and recency.
How It's Measured:
How many new reviews are you getting each month on average?
Are reviews coming in steadily, or do you have bursts followed by long gaps?
When was your last review? Last week? Last month? Last year?
Is your review rate increasing, decreasing, or flat?
Why Review Velocity Matters for Rankings
Google's local search algorithm considers review velocity as a ranking factor. Here's why:
Signals Business Activity
Fresh reviews tell Google your business is active, serving customers, and operating normally. Stale reviews suggest a business that might be closed or declining.
Business A: 150 reviews, last one 8 months ago
Looks inactive or declining
Business B: 120 reviews, 8 from this month
Looks active and thriving
Indicates Growing Popularity
A steady stream of new reviews suggests increasing customer volume and satisfaction. Google wants to show users businesses that are trending upward.
Reduces Manipulation Risk
Sudden spikes of 50 reviews in one week look suspicious. Steady, consistent review flow looks natural and authentic.
Irregular review patterns trigger Google's spam filters. Businesses that suddenly get 100 reviews after months of silence often see those reviews flagged or removed.
Keeps Content Fresh
New reviews = new content on your profile. Google loves fresh, relevant content. Each review adds keywords, context, and signals about what makes your business great.
What Good Review Velocity Looks Like
The ideal review velocity depends on your industry and business size, but here are general benchmarks:
20-50+ new reviews per month, consistent every month
Strong ranking boost, appears active and popular
10-20 new reviews per month, mostly consistent
Positive ranking impact, competitive advantage
5-10 new reviews per month, some gaps
Neutral impact, keeping pace with competitors
2-5 new reviews per month, inconsistent
Slight disadvantage, falling behind competitors
0-2 reviews per month, or long gaps between reviews
Negative ranking impact, appears inactive
How to Build Strong Review Velocity
Building consistent review velocity takes a system. Here's the proven approach:
Automate Your Review Requests
Manual requests are inconsistent. Automation ensures every customer gets asked, every time, at the optimal moment.
Consistency is key. If you serve 50 customers per month and ask all of them, you'll get 15-20 reviews (30-40% response rate). That's excellent velocity.
Focus on Response Rate, Not Just Volume
Getting 100 customers per month but only 5 reviews means your system needs work. Optimize timing, messaging, and ease to boost conversion.
- Excellent system: 30-40%
- Good system: 20-30%
- Average system: 10-20%
- Poor system: Under 10%
Never Stop Asking
The biggest mistake? Building up 100 reviews, then stopping. Your velocity drops to zero, and your rankings suffer.
“We have enough reviews now.” Wrong. You need continuous velocity to maintain and improve rankings.
Monitor Your Velocity Monthly
Track how many reviews you get each month. If you see a drop, investigate immediately.
- New reviews this month vs. last month
- Average reviews per month (3-month rolling)
- Days since last review
- Response rate percentage
Velocity Red Flags to Avoid
Going from 2 reviews per month to 50 in one week looks suspicious and may trigger Google's spam filters.
Three months without a review signals inactivity. Try not to go more than 2-3 weeks without a new review.
Going from 20 reviews per month to 10 to 5 suggests business decline. Reverse the trend quickly.
Getting 20 five-star reviews in 3 days with no reviews before or after looks fake. Natural velocity includes varied ratings.
The Bottom Line
Review velocity matters as much as total review count for local search rankings. A business with 80 reviews and strong velocity will often outrank a business with 200 reviews but no recent activity.
The key is consistency. Build a system that generates reviews every single month. Automate it. Monitor it. Never stop.
Google rewards businesses that show momentum, growth, and ongoing customer satisfaction. Strong review velocity signals all three.
Momentum beats mass. Consistency beats bursts.
Build a review system that runs on autopilot, generates consistent velocity, and watch your rankings climb month after month.