Google reviews on a trade business’s profile usually disappear because Google has removed them for breaking its rules. Google says “usually, reviews are removed for policy violations like spam or inappropriate content“. The other causes are a spam filter mistake, a review still being checked, the customer deleting it, a change to your profile, or a suspension.
Each cause has a different fix, and some reviews can’t come back at all. This guide shows you how to tell which one you’ve got and what Google says to do about it.
Do this today
- Open your profile on Google Maps. Write down which reviews are missing, who left them and roughly when.
- Check your email for any message from Google about a suspension, a restriction or removed reviews.
- Think back. Have you merged, moved, renamed or reinstated the profile recently?
- If the review was only left this week, give it a few days. Google checks reviews before they show, and that can take a few days.
- If genuine reviews have gone and none of the above fits, contact Google Business Profile support.
The six reasons Google reviews go missing
1. Google removed it for breaking a policy
Google removes reviews that break its prohibited and restricted content policy. That covers fake reviews and reviews posted in return for payment, discounts or free goods or services. It covers harassment, profanity and off-topic reviews. The policy also counts “unusual volumes or patterns of review contributions” as rating manipulation.
A good review can break these rules too. Google treats a conflict of interest as rating manipulation. It says that “may include current or former employment” and “familial relationships”. So a glowing review from your brother-in-law or a former employee can be removed, however honest it is.
2. Google’s spam filter caught a genuine review
Google uses automated spam detection to remove reviews, and it admits the filter gets it wrong. In Google’s words, “occasionally, the system may also mistakenly remove legitimate reviews.” Google’s next line is “If this happens, contact support for assistance.”
3. The review hasn’t been published yet
Google checks reviews against its policies before they show, and it says “this process might take a few days”. If you can’t find a new review yet, we cover how to check your reviews in how to get Google reviews as a tradesman.
4. The customer deleted or changed it
Google says “your review shows up in Google Maps until you take it down“. The reviewer edits or deletes it from Your contributions in Google Maps. What you can and can’t ask a customer about their review is covered in remove a Google review or fake review.
5. Your profile was merged, moved or changed
Changes to the profile itself move reviews around. These are the cases Google covers:
- Merged profiles. When two profiles for the same business are merged, Google says “their reviews are combined, but replies to reviews may be lost“. Google also says “it might take a few days for reviews from both profiles to display“.
- A duplicate profile. If Google treats a profile as a duplicate, “it won’t show on Google Search or Maps”.
- A new address. If you move and keep the same business name, “Google will transfer your reviews automatically“.
- A big change to the business. Google says “if significant business changes occur, we might remove irrelevant reviews.” A new owner doesn’t count. Nor does a small name change or a closure. The reviews stay.
6. Your profile was suspended or restricted
When Google removes a profile, “the public can’t go to the profile“. Your reviews go from view along with everything else. Getting the profile back is the fix. Our guide Google Business Profile suspended? Help for trades covers the appeal. Even then, Google says “sometimes reviews might be removed after a Business Profile is reinstated.”
A restriction is different. It applies when Google finds a business has broken its fake engagement rules. Google says the profile’s “existing reviews or ratings will be unpublished for set period of time“. Google emails the owner first and you can appeal. For the rules on paid reviews, see our guide on buying Google reviews.
Google can also “temporarily disable user-created content, including reviews, for certain Business Profiles or business categories”. It says it does this to protect business owners.
Can a missing review come back?
Yes, some can, but not all. Reviews removed for breaking a policy won’t be restored. For the other reasons, this table sets out what Google says.
| Reason | What Google says | What to do |
|---|---|---|
| Removed for breaking a policy | “Reviews removed for policy violations won’t be restored.” | Nothing. Keep getting new reviews. |
| Spam filter removed a genuine review | Contact support | Contact support with the details |
| Still being checked | It can take a few days | Wait a few days |
| Customer deleted it | It shows until the reviewer takes it down | Only the reviewer can post it again |
| Profiles merged | Reviews are combined. Both sets can take a few days to show. | Wait a few days |
| Duplicate profile you made by mistake | Contact Google to transfer the reviews | Contact Google to move them from the old profile to the new one |
| Removed after reinstatement | Contact support | Contact support |
| Restricted for fake engagement | Unpublished for a set period | Read Google’s email. Appeal if you think it’s wrong. |
How to contact Google about missing reviews
Google’s help pages send you to support in three cases:
- A genuine review removed by the spam filter. Google says “contact support for assistance“.
- Reviews removed after your profile was reinstated. Google says “contact support for assistance“.
- Reviews left on a duplicate you created by mistake after a move or a change of owner. Google says “contact us to transfer your reviews from the old profile to the new one“.
You do it from the Google Business Profile Help Centre, which has a Contact us option. You’ll be asked to sign in first.
In our view, a short, specific message gets further than a general complaint. Give Google:
- the name of each reviewer whose review has gone
- roughly when each review was posted and when you noticed it was missing
- screenshots, if you have them from before it went
- anything that changed on your profile around that time, like a merge, a move or a reinstatement
Reviews removed for breaking a policy aren’t one of the three cases. Google says those won’t be restored.
What not to do
- Don’t make a new profile. Google says “do not create a new Business Profile” because of a move or a change of owner. A duplicate profile doesn’t show on Search or Maps. Thinking of removing the profile and starting again? Read how to delete a Google Business Profile as a trade first, because removal can’t be undone.
- Don’t offer anything to get reviews reposted. Google’s policy bans incentives for posting a review. That means payment, discounts or free goods or services.
Questions about missing Google reviews
Why has my Google review disappeared?
Your Google review has most likely disappeared because Google removed it for breaking a policy, often as spam. Other reasons are a spam filter mistake, the review still being checked, the customer deleting it, a profile merge or move, or a suspension.
Why is my Google review not showing yet?
A Google review is not showing yet if Google is still checking it against its policies. Google says that can take a few days.
Will Google restore a deleted review?
Google won’t restore a review it deleted for breaking a policy. If its spam filter removed a genuine review by mistake, Google says to contact support.
Can I get a bad review to disappear the same way?
You can’t make a bad review disappear yourself. You can report it, and Google removes it only if it breaks a policy. Here’s how to remove a Google review or fake review. If it’s genuine, see how to reply to Google reviews as a trade.
Do I lose my reviews if I move premises?
You don’t lose your reviews if you move and keep the same business name. Google transfers them to the new address automatically.
Can you do this for me?
Yes. Reviews are one part of our SEO for tradesmen. It covers your Google Business Profile, your website and your reviews. It starts with a free forecast for your trade and area.