Table of contents
Quantifying The Damage Of Malicious Fake Reviews
If you run a business you sure know all about customer reviews. Whether they are on Google, Facebook, Yelp, TrustPilot or Tripadvisor, reviews can certainly help or hinder your business in a big way. There are many more platforms that allow users to review products and services, but these are some of the most well known ones. However, not all reviews are positive with fake reviews growing massively over the past decade.
What’s the first thing you normally do before buying a product or service, booking accommodation or even eating at a restaurant? You check the online reviews, especially when buying a more expensive item.
Would you buy a product or book a hotel if it had an overall 1 star rating? Pretty sure the answer to that is NO for the vast majority of people. This is how a campaign of ‘review bombing’ can wreck your business’s bottom line. What is review bombing you ask? A quick Google search revealed this definition:
“Review bombing is the coordinated, often, mass-posting of negative user reviews for products, games, or services on platforms like Steam, Yelp, or Rotten Tomatoes. It is a protest tactic used to, deliberately, tank a brand’s reputation or damage sales, frequently due to ideological, political, or social disagreements with a creator or company.”
While they might be fake, the associated drop in revenue is real – especially with potential customers who see the rating and choose a competitor instead. Think about how many lifetime customers/clients you could be losing out on due to fake negative reviews.
The “Silent Revenue Killer” Calculation
Here’s a basic example of how much you could be losing out on due to the effects of a negative review campaign. Imagine if your business usually gets around 100 leads a month from Google, with an average customer spending $500.
Before the Attack (4.5 Star Rating): You convert 20% of those leads.
Result: 20 customers – $10,000 revenue.
After the Attack (3.8 Star Rating): Due to the drop in trust, your conversion rate falls to just 15%.
Result: 15 customers – $7,500 revenue.
The Cost: That malicious review bombing campaign just cost you $2,500 in one month! If it’s not fixed, you could be looking at a $30,000+ loss over the next year…all from a few minutes of someone else’s dishonesty and malice.
How Fake Reviews Kill Your Conversion Rate
There’s a term in the marketing world that Google came up with called the ‘Zero Moment Of Truth’. Also known by its acronym ZMOT, it describes the change in the consumer’s buying decision journey following the advent of digital media.
It refers to the moment when someone searches for reviews, conducts price comparisons, checks testimonials and sources information from various sources to make an opinion about whether to go ahead with a purchase.
If you aren’t winning the race at the Zero Moment Of Truth, it’s basically game over…and a competitor will win. Your conversion rate can drop considerably, and so can your revenue as we clearly demonstrated in the previous section.
If you have accumulated a heap of fake negative reviews, you can be sure your conversion rate is going to drop considerably.
Why Malicious Ratings Tank Your Search Visibility
It’s a fact that Google’s algorithm for the local maps section of Google Business reacts to an influx of low ratings. Your business will drop off the maps section at the top right of the Google search results once the low ratings start to affect your rank.
With this in mind, it’s easy to see how a campaign of malicious reviews can cause your business a lot of damage…and fast.
Performing well in organic (unpaid) search is definitely the key to success. Anyone who runs their own business will know that when their website starts not appearing near the top of the search results their traffic will drop off, as will their revenue.
The Time And Talent Lost To Damage Control
If you become a victim of a review bombing campaign, depending on how extreme in nature it is you may need to have your staff spend hours responding to the fraudulent reviews to make it clear to the public that they are in fact faked. This could effectively waste countless hours, which means you are losing money.
In a smaller business there may only be a few staff, or maybe even just an owner who runs the whole business and does everything. With just an owner operator, this will likely be a very big problem that may even cripple the business. You will need to file complaints with Google about the fake reviews, and this can take up a lot of time. It can be very difficult to prove that the negative reviews are in fact fake.
Have you been a victim of a negative review campaign? Contact Cybertrace today and we can assess your case.
Psychological Warfare: The Impact On Staff Morale And Retention
At the end of the day, a business isn’t just a brand name and a logo – it is made up of real people. Negative fake reviews can attack the service provided, or even individual staff members including CEO’s and others in the management team. This is where it starts being personal, and this can have a heavy psychological toll and severely impact staff morale.
Employees usually take great pride in their work, so when a fake review calls out a staff member by name it can feel like a public character assassination. This can cause staff members great anxiety. It can also cause staff to quit, and it is expensive and time consuming hiring new staff as any business owner would know.
Fake Reviews Generator – What You Need To Know
Did you know that fake bad review generators are a thing? As if the kind of people that are leaving malicious fake reviews need powerful tools to make it even easier! A quick Google search will reveal that there are many AI driven negative review generators popping up. It’s easy to imagine how a disgruntled customer or a jealous competitor could wreak havoc fast with one of these tools.
These tools are designed to bypass Google’s filters by making the review bombing attacks appear to be coming from different people in different locations. Scary hey! However these tools can be very generic in what they say, with no mention of the product or employees…so this can help to identify them.
Also, an irregular burst of review activity can be a dead giveaway. Say if you normally only get 1 or 2 reviews a month then all of a sudden you get 20 in one day. These are highly likely to be fake.
People even pay for automated review bombing attacks as a service! A nasty competitor can go and buy a package for as little as $50 to destroy your overall review rating. Ouch! There are also cases where scammers will review bomb a business, then ask for ransom money in crypto promising to remove the malicious reviews once it has been paid.
Google is getting better at detecting automated review bombing attacks, however a lot of it is still going to slip past their machine learning that they use to detect these patterns. Businesses dealing with online reputation threats also need strong internal systems to prevent further exposure. Investing in professional managed IT services ensures your systems, accounts, and data are continuously monitored and protected reducing the risk of security breaches, fake activity, and ongoing digital vulnerabilities.
Identifying Negative Fake Reviews & Fraud
If you think you’ve been the victim of a malicious review campaign, there are a few things to look out for that can help you to confirm it.
- You get a large amount of negative reviews in a short amount of time that seems unnatural.
- Similar or generic sounding complaints that don’t mention products or explain why the services are being complained about.
- The reviewer’s profile shows they have posted 50+ all on the same day across different locations.
- The reviewer’s profile shows that say the exact same thing with the same wording on 5 other businesses in different countries.
- Watch out for profiles with no profile photo. Often bad review generators use profiles with no profile photos.
- Real complaints are nearly always VERY specific, whereas fake reviews stay generic so they can be reused over and over again.
- If the review sounds like it could apply to a plumber, law firm, grocery store or a pet shop then it is likely to be bot generated.
These are the most obvious ways to spot fake negative reviews, we sure hope that your business doesn’t end up in this kind of situation.
Strengthening Your Reputation Against Review Bombing
One of the best ways to combat fake negative reviews is to build up as many positive reviews as possible. Most businesses will have an outboarding process where happy clients are followed up after a certain time period to request a review. The more positive ones you have, the higher your overall rating will be…and the negative ones won’t stand out as much.
While a negative review bombing campaign can feel like a personal attack, a defense based on the intelligence you can gain is the best way forward. Once you spot the signs mentioned in the last section, you can start to take action to reply to the negative reviews and report them.
Here at Cybertrace, we have helped a number of clients who have had their reputation tarnished by negative review campaigns. If you or someone you know has a business that has been review bombed, contact Cybertrace now and we can assess your case.
Feel free to tell us your story in the comments section below if you have been the victim of a review bombing campaign.
