As a marketing consulting company in Northern Michigan, we at Noacol Creative are often asked by home service companies, contractors, freelancers, and solopreneurs about the secrets to getting their business seen online. A question we hear time and again, whether from a roofer in Traverse City or a web designer in Grand Rapids, is, "Do Google reviews really matter for my website's ranking?"

The answer, in short, is a resounding "yes." But it's not just about the number of stars you have—it’s about the full picture of your online reputation. Google's algorithm is smart, and it looks at several key signals to determine your business's "prominence" in local search results.

The Power of Prominence: Quantity and Recency

Think of Google as a digital word-of-mouth system. When people search for a service like "plumber near me," Google wants to show them the most trusted and relevant businesses. A big part of that trust comes from reviews.

• Quantity: Having a high number of reviews signals to Google that your business is well-established and popular. This volume of feedback provides a more robust data set for Google to analyze. While there's no magic number, studies show a clear ranking boost when a business reaches certain thresholds, such as 10 reviews. For a small business operating out of their home office in Petoskey or a new contractor in the Upper Peninsula, this is a very achievable goal that can provide a real competitive advantage.
• Recency: A flood of reviews from two years ago is far less impactful than a steady stream of new reviews. Google values recency because it tells the search engine—and potential customers—that your business is currently active and providing great service. Consistently getting new reviews shows that you are engaged with your clientele and delivering on your promises today, not just in the past. This is especially important for our clients who rely on a strong local presence to attract new business in their communities.

The Content Within the Reviews Matters, Too

It's not just about the numbers. The content of the reviews themselves provides valuable, user-generated SEO content.

• Keywords: When a customer's review includes keywords like "friendly home siding contractor" or "great freelance graphic designer," Google's algorithm takes note. These organic phrases help the search engine better understand what your business does and can improve your ranking for those specific search queries.
• Sentiment and Star Rating: A higher star rating is a clear trust signal, but a perfect 5.0 isn't necessarily the goal. A rating between 4.2 and 4.5 is often seen as more authentic, showing that your business is real and your service is trustworthy. The most important thing is staying above a 4.0 star rating.

Our Advice for Michigan Businesses and Beyond

We know that for home service companies, contractors, and solopreneurs, your time is your most valuable asset. Generating reviews doesn't have to be a complicated or time-consuming process.

• Just Ask! Make it part of your routine. After completing a project, send a follow-up email or text with a direct link to your Google Business Profile review page.
• Respond to All Reviews: A simple "thank you" to a positive review or a professional, helpful response to a negative one shows Google and your customers that you value their feedback. This engagement is a key ranking factor.
• Focus on the Customer Experience: The best way to get great reviews is to provide an exceptional experience. For a small business in Northern Michigan, where reputation is everything, this is a natural strength that can translate directly into online visibility.

Ultimately, Google reviews are a powerful tool for local SEO. They directly influence your prominence in search results and build the trust and credibility that turn searches into new clients. By focusing on consistently getting new, positive reviews, you're not just improving your SEO; you're building a stronger foundation for your business's success, both here in Michigan and across the country.