People have a lot of trust in online reviews when choosing a service provider, including dental clinics. More and more individuals trust online reviews as much as they’d trust a personal recommendation.
Today, potential patients often turn to Google reviews to gauge the quality and reputation of dental practices before making their choice. As a dentist, it helps to understand the impact of Google reviews. Knowing whether they expire is crucial for your digital marketing strategy.
So, do Google reviews for dentists expire?
Let’s do a deep dive into the subject. At the end, you will gain comprehensive recommendations and actionable steps to help you make the most of online reviews in your marketing strategy.
Understanding Google Reviews
Even if you’re not a marketing professional, you must have come across Google reviews in everyday settings. Whether you’re choosing a restaurant or looking for a new job, reviews pop up to inform you about the experiences others have had with a certain business.
How Google Reviews Work
- Google reviews are a feature provided by Google that allows users to leave feedback and rate their experiences with businesses
- These reviews appear on the Google Business Profile (GBP), formerly Google My Business (GMB), providing valuable information to potential customers
- Customers can leave reviews by searching for the business on Google and clicking on the “Write a Review” button
- Reviews can include a star rating, a written review, and even photos or videos
- Google reviews are visible to anyone who searches for the business or service provider on Google, making them a powerful tool for reputation management and attracting new customers
Based on that information, it’s easy to conclude that anyone can write a review. That includes people who haven’t even interacted with the business.
Luckily, Google does several things to build credibility and establish the authenticity of business reviews.
Factors That Contribute to the Credibility and Visibility of Reviews
- Authenticity – Google takes measures to ensure that reviews are genuine and not manipulated. They have algorithms in place to detect and remove fake reviews.
- Recency – Recent reviews are given more weight, as they reflect the current state of the business.
- Quantity – The number of reviews a business has can impact its visibility. More reviews indicate a higher level of engagement and customer satisfaction.
- Quality – Positive reviews that provide detailed and helpful information are more likely to be seen as credible by potential customers.
- Engagement – Businesses that actively respond to reviews, both positive and negative, show a commitment to customer satisfaction and can enhance their reputation.
- Keywords – Reviews that contain relevant keywords related to the business, services, or products can improve the visibility of the business in search results.
As a dental service provider, you should be exploring this opportunity and encouraging patients to leave online reviews. Having more testimonials that are both honest and specific will help you stand out among potential patients who are looking for a new dental service provider.
AHPRA Guidelines On Reviews And Testimonials
Before anything else, we need to discuss what the Australian Health Practitioner Regulation Agency (AHPRA) has to say about reviews and testimonials.
AHPRA explicitly prohibits the use of testimonials or reviews in any form of advertising for healthcare services, including dental practices. This means that dentists can’t use patient testimonials in any promotional materials, such as websites, social media, brochures, or any other marketing platforms.
While AHPRA guidelines restrict the direct use of testimonials in advertising, dental practices can still ethically leverage third-party reviews by maintaining an active online presence, responding professionally to reviews, and subtly guiding potential patients to read them on platforms like Google Business Profile (GBP).
A GBP listing is considered a third-party platform where dental practitioners do not have control over what patients post. AHPRA recognises that practitioners cannot be held responsible for testimonials or reviews left on such platforms, as long as they are not used in promotional materials or advertising controlled by the practitioner.
There are strategic ways to tap third-party reviews on platforms like GBP while staying within the guidelines. For one, you can encourage your satisfied patients to leave reviews on your GBP listing by ensuring your profile is complete, up-to-date, and includes relevant information like your services, hours of operation, and contact details. A well-maintained profile, combined with positive reviews, can naturally enhance your practice’s online visibility and reputation.
It’s vital to adhere to the AHPRA guidelines to ensure all marketing efforts are ethical and compliant.
Do Google Reviews Expire?
Recent reviews have more weight because they highlight the state of your dental clinic right now.
However, do old reviews still contribute to your online reputation? To answer that question we will first need to determine if old Google reviews expire after a set amount of time.
Google’s expiration policy when it comes to reviews states the following:
- Google does not have a specific expiration policy for customer reviews. Once a review is posted, it remains visible unless it violates Google’s review policies.
- Reviews can only be removed or deleted by the person who posted them or by Google if they violate the guidelines.
- It’s important to note that Google may periodically update its algorithms and policies, which could potentially impact the visibility or display of certain reviews.
Essentially, a person’s online behaviour will determine how long a review they created will remain publicly visible.
Factors That May Affect the Longevity of Reviews
- Reviewer’s actions – If the person who posted the review decides to delete or remove it, the review will no longer be visible.
- Violation of guidelines – If a review is flagged by users or identified by Google as violating their review policies, it may be removed or hidden from public view.
- Changes in business information – If a business undergoes significant changes, such as a change in ownership or location, Google may remove or hide older reviews to ensure the accuracy of information.
We need to examine some specific examples of reviews taken down by Google.
A review that contains hate speech or information that’s later on identified as false will be removed because it violates Google policies.
As a business owner or dental practitioner, you can submit a removal request if you believe that a testimonial is fake (for example – a review written by a competitor or a paid service provider who has never been your patient). It’s up to the Google team to assess the situation and determine whether the review indeed violates policies.
To sum things up – Google reviews do not expire. Some changes in circumstance could prompt Google to remove older reviews. As a dentist, you can also submit a request pertaining to your GBP listing and have testimonials that potentially violate Google policies removed.
The Benefits Of Maintaining Positive Reviews
The benefits of having stellar online reviews are obvious but let’s summarise the most important ones:
- Positive reviews act as social proof, showcasing the satisfaction and positive experiences of patients
- They help potential patients gain confidence in your dental practice and increase the likelihood of them choosing your services
- Positive reviews highlight the quality of your services and patient care, making a strong impression on potential patients
The Impact of Social Proof on Patient Decisions
Positive reviews build trust and credibility.
Many people don’t believe ads. They know that promotional messages are meant to present a business in a certain light. Reviews, on the other hand, paint an accurate and unbiased picture (most of the time). They share the experiences of real people instead of the things a brand may want to say.
A dental practice that has numerous reviews also demonstrates its track record and ability to offer excellent services.
Having real people vouch for a business is a powerful thing. As long as your patients are satisfied with the care they receive at your facilities, chances are that they will contribute some positive online reviews. They will quickly become an asset in your word-of-mouth campaign, delivering the social proof other marketing channels are lacking.
Encouraging Patients to Leave Reviews
It’s a good idea to proactively encourage patient reviews. The goal can be achieved in a couple of ways:
- Ask for reviews – Actively encourage your satisfied patients to leave reviews by requesting their feedback after a visit
- Provide exceptional service – Deliver outstanding patient experiences to increase the likelihood of positive reviews
- Make it easy – Simplify the review process by providing clear instructions and links to your Google Business Profile listing
Maintaining positive reviews can influence potential patients, build trust and credibility, and attract more patients to your dental practice. Implementing strategies to encourage reviews and providing exceptional service will help you leverage the power of positive online feedback.
Managing And Responding To Google Reviews
Since reviews don’t expire, negative ones will most probably stick around for years.
You can do several things to manage all reviews, extracting benefits even from the negative ones.
Start actively monitoring patient input on your GBP listing. To address concerns and negative testimonials, consider the following:
- Don’t take it personally – Defensiveness and confrontational language are only going to ruin your reputation
- Address the issue privately – If possible, offer to discuss the matter privately to resolve the issue
- Apologise and offer a solution – Acknowledge a shortcoming and give the patient a concrete resolution to address their dissatisfaction
- Learn from feedback – Use negative reviews as an opportunity to identify areas for improvement
A negative review can easily become a marketing asset if you address it promptly and comprehensively. Likewise, a disgruntled patient can become your biggest fan if you offer an adequate resolution or compensation.
Don’t be afraid of negative feedback and use it as a learning opportunity. Strive for an even better service and you’ll see positive changes in the long run.
Maximising The Impact Of Google Reviews
Apart from being important social proof, online reviews can become a part of various promotional tactics. Your SEO efforts, for example, will benefit from having multiple positive reviews.
Leveraging Reviews for SEO Purposes
- Google reviews can have a significant impact on your dental practice’s search engine optimisation (SEO) efforts
- Reviews can improve your local search rankings, especially when combined with relevant keywords and location information
- Encourage patients to mention specific services or treatments in their reviews to increase the visibility of those service keywords in search results
- Responding to reviews can also contribute to SEO by showing search engines that your business is actively engaged with customers
Tools and Platforms to Streamline Review Management
Several tools can help your review management process. The best options include:
- Google Business Profile – Utilise the features and tools provided by Google Business Profile to manage and respond to reviews effectively.
- Review management platforms – Explore tools like ReviewTrackers, Trustpilot, or Yotpo.
- Social media management tools – Use platforms like Hootsuite or Sprout Social to monitor and engage with reviews on social media platforms.
Make Google Reviews Work For You
Your dental practice’s reputation can benefit immensely from a good number of positive reviews. They provide valuable social proof and influence potential patients’ decision-making process. Additionally, Google reviews contribute to local search rankings and can enhance the overall online reputation of a dental practice.
It’s crucial that you follow the guidelines on reviews and testimonials set by AHPRA.
While Google reviews generally do not have an expiration date, it is important to note that reviews can be removed or hidden if they violate Google’s review policies.
Be proactive in the management of testimonials, be it positive or negative. Come up with a programme that encourages patients to leave feedback. In time, reviews will contribute to a strong online presence and enhance your reputation. Remember, the longevity of positive reviews can significantly contribute to the success of your dental practice.
