Reviews play a key role in how customers discover, research, and choose small and medium-sized businesses. This year’s Local Consumer Review Survey has just been released, and reveals the changing customer expectations and behaviors affecting online reviews in 2026.
To help busy businesses focus on what matters most, here are five practical actions for SMBs to prioritize in 2026.
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1. Recency matters, so keep asking
So you’ve got a buzzing review from a happy customer. Unfortunately, in 2026, a great review can lose its impact surprisingly quickly. Nearly three-quarters of consumers only care about reviews written in the last three months, with many ignoring older feedback altogether.
Older reviews don’t necessarily reflect your business today. Even hundreds of five-star reviews won’t matter if customers think they’re outdated.
Instead of hoping reviews appear organically, make review collection an ongoing habit. Consistently ask for reviews using email or SMS, and inspire customers to easily write reviews with links or QR codes in-store, on receipts, and across your digital channels. Keep an eye on how many reviews competitors are getting, and aim to beat that.
2. Boost your star rating
In 2026, nearly a third (31%) of consumers only use businesses with a 4.5-star rating or higher, nearly double last year’s figure. As customer expectations rise, businesses with low star ratings could see falling footfall. In fact, 68% of consumers say they won’t use a business rated below four stars.
A few negative reviews can quickly drag your star rating down, especially on quieter niche sites. Focus first on identifying and fixing common problems mentioned in reviews, then ask satisfied customers for reviews to balance out your star rating.
Tip: Use a Tool to Help
BrightLocal’s reputation management tools track reviews across major and industry-specific sites to quickly help you spot any reviews that could damage your review profile, and get more reviews with customizable review request campaigns.
3. Broaden your review site focus
Google remains the most-used review site, but usage is declining. Non-traditional reviews on video platforms TikTok and YouTube are growing, as well as recommendations by AI tools, including ChatGPT. Don’t rely on Google alone, as this can cause blind spots.
Let’s make it clear: this isn’t advice to stop prioritizing Google. Instead, understand where your customers actually look for recommendations, and see where your competitors are active that you’re not. This should help you be able to prioritize which sites to focus on this year.
Audience demographics also influence review behavior. Only 11% of consumers aged 60+ used ChatGPT for local business recommendations in the last year, compared to 45% of 30-44 year olds. They are also less likely to use Google, TikTok, Instagram, Twitter, and Apple Maps than other generations. People aged 18-29, on the other hand, are more likely to use YouTube and TikTok for local searches.
Once you’re clear on which review sites matter most for your business, make sure information is accurate, up-to-date, and consistent with both digital channels and real-life customer experience. Accuracy will only grow in importance as AI and video become increasingly influential in customer decisions.
Resource: Top Review Sites
4. Respond quickly and consistently
One of the clearest takeaways from this year’s report is that responding to reviews is almost as important as getting them in the first place. 80% of consumers say they’re more likely to use a business that responds to every review, whether positive or negative. Speed also matters, with 81% expecting responses within a week, so set a goal to respond to reviews within a few days.
Generic or obviously templated responses stop half of consumers from choosing a business, so balance efficiency with authenticity. Create templates for different scenarios, but remember to personalize these for each review. Review management tools can notify you when new reviews are posted, and help speed up responses.
5. Take responsibility for fake reviews
SMBs wear many hats, and in 2026, you can add ‘fake review spotter’ to the list. Half of consumers think businesses are responsible for detecting and preventing fake reviews, and let’s be honest, they’re probably right. While review platforms block obvious fakes, only businesses have the inside information to spot fabricated stories.
Regularly monitor your profiles and report any reviews that appear fake or break the rules. Keep an eye on competitors too, as fake positive reviews could unfairly boost their rankings and reputation. If you’re unsure how to spot fake reviews, a reputable SEO or reputation management expert can help protect your brand.
For SMBs, these five actions should be the most immediate priorities in 2026, but these steps are just the beginning. For deeper insights on review management, read the full Local Consumer Review Survey or upskill with BrightLocal Academy’s free course, A Beginner’s Guide to Generating and Managing Reviews.
