The emotional roller coaster of negative reviews.

As I enter my Third year as a Google Product Expert (volunteer), one thing has become increasingly clear: the top request I receive is assistance with review removal.

Business owners feel personally attacked when a negative review comes in — sometimes as if the reviewer insulted their first-born child. And in that emotional moment, many owners fire off a heated, defensive response that ends up doing far more damage than the review itself. A single combative reply can scare away countless reasonable customers who just came to check your reputation.

There was a time when review platforms removed policy-violating reviews more frequently. That time has passed. Today, no matter how strongly worded your appeal is, the reality is that most reviews — even unfair ones — are likely to stay up.

I say this from experience, not criticism. 

I used to be a business owner myself. I had 17 locations in four states, and I’m embarrassed now at how much energy I spent dwelling on negative reviews. I would get emotionally caught up in them, writing long, combative responses because I felt the need to defend myself and “set the record straight.”

Looking back, those replies did the opposite of what I intended. They made me look reactive, defensive, and overly invested in winning an argument with someone who was never going to change their mind. I wish I had spent that time focusing on growing the business, forecasting, and developing new revenue streams instead of fighting with strangers online.

That’s actually one of the reasons I volunteer with Google now. I like helping business owners shift their perspective from “How do I prove this reviewer wrong?” to “How do I win over the next potential customer reading this?”

The truth is, not everyone will like us, and not every customer will be reasonable. But as the owner, the public expects you to respond with poise, grace, and calm professionalism, even when the review feels unfair. You have to be the steady one in the room.

A well-written response isn’t about the reviewer. It’s about every future customer who reads it and decides whether your company feels trustworthy, steady, and worth hiring.

Combating negative or fake reviews is one of those situations where it’s best to take the high road and respond with grace and professionalism. Your public reply matters just as much—if not more—than the review itself.

What people want to see is that you take feedback seriously and that you welcome constructive criticism, even when it feels unfair.

 Also, keep in mind that Google allows reviewers to remain anonymous and doesn’t require them to use their real names. Statements like “We don’t see you in our system” or “You’re not a customer” can come across as defensive. 

When my business eventually closed — despite having a 4.7–4.9 Google rating — it really hit me: even great reviews can’t save a business if too much energy goes into the wrong battles.