What is the Ideal Average Google Review Star Rating?

*This post was significantly updated on 6/28/24 and originally published on 1/17/20.

When it comes to online reviews, not all are created equal. From glowing endorsements to scathing critiques, the potential scope is vast in terms of sentiment and authenticity.

While it might seem intuitive for businesses to strive for a perfect 5-star Google rating every time, the reality is more nuanced in terms of consumer perception. In fact, aiming for perfection might not be the best strategy for overall online reputation management. 

Potential customers don't anticipate 5-star averages when using social proof to make buying decisions, and may find them highly suspicious. Learn more about why aligning your expectations with those of your prospects is the best way forward. 

What is the Average Google Star Rating?

Star rating averages have crept up over the last decade primarily due to the prioritization of, and improvements in, online reputation and review management. Businesses have realized the benefits of quick response times, investing in online customer service, and best practices for increasing monthly review volume, as never before. 

Since 2015, the average Google star rating has increased from 3.74 to 4.11 for an almost 10% lift. While that average will vary slightly between industries, 4.0 and above is respectable and realistic as a soft target for any business.

Point being, while a 4.7 would obviously be preferred, a 4.3 is above average. And you'll have your entire team banging their heads against the wall striving for that elusive 5.0. Not a good use of time, not expected - and definitely not realistic.

Does Increasing Ratings Always Lead to More Clicks?

You'd think so. For example, one study found that when businesses improve their rating from 3.5 to 3.7 stars, they saw an increase in engagement (a store visit, phone call, or directions request) by almost 120%. 

If improving your Google rating leads to more clicks, doesn’t a 5.0 lead to the most clicks?

Actually, no. According to High-Level Marketing, when there are no negative reviews, 30% of consumers assume the positive reviews are fake.

So, Are Negative Reviews a "Good Thing"?

Actually, yes. It’s important to have a number of imperfect reviews containing feedback or complaints to demonstrate that real customers are sharing their honest opinion. They're also beneficial because future customers can see how seriously you take said feedback, and get a line-of-sight into you customer service approach, authenticity and reputability. 

This, of course, will bring down your score, but that’s okay! As long as it isn't dropping through the floor, you want that diversity on display.

Not only do negative reviews gain the trust of readers, but they can also help your business improve its service and resolve customer concerns. 

With All This in Mind, What Then is the Ideal Rating?

A study by the Spiegel Research Center determined that ratings of 4.2 - 4.5 are the most trusted.

This is a great, achievable goal to aim for. Mistakes happen in every business in every industry. It’s a waste of time to stress over a single negative review or an unattainable perfect rating.

Instead, focus on providing great service to your customers. Your reviews will reflect your effort. 

Even more important than your rating is the frequency of your reviews. Potential customers are interested in feedback from recent visitors to your store, not those who made a purchase in 2010.

In fact, Brightlocal’s 2019 Local Consumer Review Survey found that 84% of consumers “believe that reviews older than three months aren’t relevant.”

Don’t let the negative review you received last year bother you. Put your attention on collecting reviews from your current, happy customers, and you’ll set yourself up for success. 

Key Takeaways

1. Average Google Star Rating: The average Google star rating has increased from 3.74 to 4.11, a nearly 10% lift, primarily due to improvements in online reputation and review management.
2. Perfection Isn't the Goal: Aiming for a perfect 5-star rating might not be the best strategy. Consumers are more likely to trust ratings between 4.2 and 4.5 stars, as they are seen as more transparent and balanced.
3. Negative Reviews Are Valuable: Negative reviews can help build trust with potential customers by showing that real customers are sharing their honest opinions. They also provide opportunities for businesses to improve their service and resolve customer concerns.
4. Frequency of Reviews Matters: The frequency of reviews is more important than the rating itself. Potential customers are interested in feedback from recent visitors, not those who made a purchase months or years ago.
5. Improving Ratings Leads to More Clicks: Improving a business's rating can lead to more engagement, such as store visits, phone calls, or directions requests. However, a perfect 5-star rating might not necessarily lead to the most clicks, as some consumers may view it as suspicious.

About Widewail

To increase your online rating and keep reviews coming in consistently, partner with Widewail. Our review generation product Invite syncs with your point of sale system to automatically send review requests to all of your customers.

We also answer reviews on behalf of your business through our Engage service, working directly with your team to ensure that every customer receives an appropriate and timely response.

This will help improve your rating and increase your review volume; by as much as 12% according to one Harvard Business Review study.

Get your understanding of best practices up to speed or take your skills to the next level with Widewail Academy.