Review Recency: Why Fresh Reviews Win You Clicks, Calls, and Local Pack Rankings

If your last Google review is from last year, you’re leaking trust—and leads. In local search, buyers scan two things first: your average rating and how recent your latest reviews are. This “recency signal” shapes both rankings and conversion (clicks, calls, bookings).

Why recency matters

• Trust signal: Recent reviews prove you’re active, popular, and consistent right now—not just in the past.

• Conversion lift: Prospects prefer a 4.7★ with reviews “this week” over a 4.9★ with reviews “8 months ago.”

• Ranking support: Consistent new reviews contribute to engagement and prominence signals that correlate with Local Pack visibility.

What “good” looks like by business type

Tip: Consistency beats spikes. A steady stream outperforms one-off bursts.

How to keep reviews “fresh” without manual chasing

1. Automate requests at the right moment. Send SMS + email a few hours after service completion or checkout.

2. Use smart reminders. If no response, nudge 48–72 hours later—then stop.

3. Make it frictionless. 1-click link to your Google review form; no logins or steps.

4. Capture unhappy feedback privately. Route complaints to an internal form first; direct happy customers to Google.

5. Reply fast and helpfully. Thank every reviewer and address issues—your responses are public proof of care.

Benchmarks to aim for

• Time since last review: Aim < 7 days (weekly new reviews).

• New reviews per month: Set a target based on your category (see table above).

• Reply time: Within 24–48 hours for every review.

Pro play: Mix “velocity” and “recency”

Recency is how fresh your latest review is. Velocity is how many you earn per week. Together, they form a powerful flywheel: more recent reviews drive higher CTR and calls, which fuels more customers—and more reviews.

What great looks like in practice

• Trades: 2–3 reviews per week; last review within the past 72 hours.

• Clinics/Salons: 3–5 reviews per week; replies posted daily.

• Restaurants: Daily reviews on weekends; staff trained to trigger requests post-visit.

Set it up in 15 minutes

1. Connect your CRM/POS or use a simple customer list CSV.

2. Enable SMS + email review flows with smart follow-ups.

3. Turn on AI-powered responses to keep reply times under 24 hours.

4. Add on-site social proof widgets to showcase the newest reviews automatically.

Bottom line: Fresh reviews = fresh demand. Keep them coming weekly, and you’ll win more impressions, clicks, and calls—without increasing ad spend.

Ready to stay “always fresh”?

My Revue automates the entire review engine—requests, reminders, routing, and AI responses. Focus on service; we’ll keep your reviews (and rankings) fresh.

Start your free onboarding call to set targets and go live this week.