Discover why review recency is vital for building trust with customers and how it can impact your business's online reputation.
Why is Review Recency Important for Your Business?

In the fast-paced world of online reviews, one thing stands out: the importance of review recency. When potential customers visit review sites to learn more about your business, they don't just want any reviews—they want the most recent ones. After all, who wants to rely on outdated information when making a decision?

Did you know that a staggering 71% of consumers consider review recency a crucial factor when deciding which local business to choose? If you're wondering why you should care about review recency, we've got you covered. In this article, we'll dive deep into the world of review recency, exploring why it matters, how it influences consumer behavior, and what you can do to maintain it for your business.

What are the most important features of a good review?

Tripadvisor’s Popularity Ranking criteria best summarizes the essential elements of a good online review.

tripadvisor ranking criteria quality quantity recency
Factors considered by the top online review websites.
  1. Quality: A good review should be well-written and informative, presenting both positives and negatives objectively while ensuring factual accuracy and language quality.
  2. Quantity: A balanced review should provide enough relevant details without being overly lengthy, preventing overwhelming or superficial content.
  3. Recency: When reviewing subjects prone to change, a recent review is valuable for its up-to-date information, ensuring relevance to the current state of the subject.

These factors ensure that reviews accurately reflect the current services and status of a business. Read What is the Tripadvisor algorithm? to learn more about this.

Why is review recency important for building trust with customers?

In today's information-rich world, reviews are the go-to source for evaluating a business. Keeping your reviews current demonstrates that real people are actively engaging with your product or service. It's a form of social proof that not only enhances your credibility but also makes your business appear trustworthy in the eyes of potential customers.

Read Boost Credibility and Trust: Adding Google Reviews to Your Website to learn how to leverage online reviews in creating strong customer relationship.


How does review recency ensure relevance?

The freshness of your reviews matters. People want to know what your business is like now, not a year ago. In fact, more than half of consumers won't even consider a business that hasn't received reviews in the last 2-4 weeks. To leave a lasting impression, you must have up-to-date review content at your disposal.

screenshot sample most recent review tripadvisor
Sample of an engaging recent review on Tripadvisor.

How does review recency increase visibility?

Reviews are excellent way to produce content for your search engine visibility. Google's mission is to recommend the best experiences to its users, which is why it favors businesses with active and recently verified reviews. In fact, a 2023 survey by Whitespark revealed that getting a sustained influx of reviews over time is a top Google ranking factor. This means that businesses with frequent and recent reviews are more likely to rank higher in search results.

How does review recency boost the recency effect?

Recent reviews hold a special power because of what psychologists call "the recency effect." This cognitive bias suggests that people place more value on recent experiences than on historical patterns when making decisions.

Let's illustrate this with a scenario: You're hungry and search for "restaurants near me." Restaurant A's most recent review is from three months ago, while Restaurant B received a five-star review yesterday. Both reviews praise great food and efficient service. Which restaurant would you trust more? Human nature tells us it's likely Restaurant B because the recent review feels more accurate and reflective of your potential experience.

screenshot google maps search best restaurants in miami
Notice how a restaurant of 2,000 reviews gets ahead of those with 4,000 and even 15,000 reviews.

So, in the world of reviews, recency is king.

While review recency is vital for the growth and success of any local business, maintaining a consistent flow of accurate and relevant review content can be a challenge. Let's explore some strategies to help you achieve this.

What are some strategies to maintain review recency?

Here are some of the proven techniques to ensure reviews maintain the element of recency.

1. Automate the review request process

Asking for reviews manually is a great practice, but it can become complex and time-consuming as your business grows. Fortunately, technology has made it easier to automate the review generation process. You can send review requests by email, attach QR codes to receipts, or use SMS to reach your customers. Automation not only streamlines the process but also ensures you take advantage of every review opportunity.

sample of an automated review request email flow
Sample of an automated review request email flow. Source: Yotpo

Consider your business's seasonal trends. For instance, if you own a fitness center and attract more new members in January due to New Year's resolutions, space out your review requests over a few months. This allows your members to experience your product, resulting in higher-quality reviews and increased review recency throughout the year.

We’ve compiled numerous strategies in collect

2. Leverage the peak-end rule

The peak-end rule suggests that people judge an experience based on its emotional peak and how it ends, rather than averaging every moment. To get more positive reviews, you need to create a positive customer experience. To do this, read Enhancing Guest Experience in the Competitive Hospitality Industry - A Quick Guide.

in-store google reviews post
Sample of a post-purchase Google Review poster of a store. Source: wpDataTables

By understanding which parts of the customer journey evoke different emotional responses, you can time your review requests to coincide with a natural high in their experience. Happy customers are more likely to leave reviews, and being conscious of the peak-end rule can help you maintain regular review recency.

Combining automation with the knowledge of the peak-end rule allows you to optimize the customer experience, identify pain points, and improve your business practices.

3. Respond to reviews

Review response is a powerful tool for maintaining a positive relationship with your customers. When you consistently respond to reviews, it builds your online reputation, increases credibility, and boosts your review volume.

Studies show that 89% of consumers are more likely to choose a business when they see the business owner responding to all reviews. Businesses that respond to reviews also experience a 12% increase in review volume and a 0.12-star rating boost, according to Harvard Business Review.

Here are six reasons why you should respond to reviews:

  • Increased trust and credibility
  • Greater online engagement
  • Improved search ranking
  • A better understanding of customer pain points
  • Control over your brand narrative
  • Increased conversions

To learn more about how reviews can bring these benefits to your business, read The Importance of Responding to Reviews Individually

Should I leverage AI to respond to reviews?

Navigating through a pile of reviews and crafting thoughtful responses can be quite the task. That's where MARAs AI Review Reply Assistant comes in. This tool offers a smart solution to review responses, generating personalized replies in a matter of seconds. With just a click of the "generate reply" button, MARA provides a super personalized response proposal, ensuring consistency in your messaging and enhancing your brand's professionalism. It not only saves hours of manual response work, but also offers significant cost savings.

Boost the impact of your online reviews with MARA

Responding to online reviews is one of the most effective ways to enhance their effects on your listing. Review responses can boost their recency, relevance, SEO effect, and more.

However, we know that responding to reviews can be a daunting task, but it doesn't have to be with our AI Review Assistant, MARA. This intuitive tool is designed to ease your Online Reputation Management process, making it more efficient, personalized, and time-saving. It offers the best and most personalized AI for responding to and analyzing your guest reviews.

Optimized Review Inbox

Review management starts with excellent review monitoring. Fortunately, this won’t be a problem for you if you have the MARA Review Inbox. Your review inbox makes responding to reviews as simple as hitting "Generate reply" and clicking "Send". The Review Inbox connects to multiple review sources, including Google,, and TripAdvisor, giving you a panoramic view of all your reviews. And you can even configure review response automation: Why not allow MARA to automatically respond to simple reviews, like 5-star Google reviews with no text, ensuring you never miss a review? Daily notifications about new reviews keep you updated and in control.

MARA Review Inbox
All-in-one Review Inbox for all your listings.

Intuitive Review Analytics

To help you understand and analyze the multitude of reviews, the Review Assistant also incorporates Review Analytics. This provides actionable, easy-to-understand insights that are tailored exclusively to your business. With MARA, you can quickly get the gist of all your reviews without needing to read each one. The analysis is so detailed that you can find out about specific issues like "water in the pool is too cold" or "lack of vegan breakfast option”. These insights help optimize the guest experience without requiring you to be a data expert.

MARA Review Analytics
Review Analytics has never been this easy.

The most personal response AI

Review recency isn’t just about time or efficiency; it goes in parallel with content relevance, too. This is why it’s essential to personalize your responses to each review. The Brand Voice feature allows the AI to adapt to your tone, making sure your responses sound authentically you. Plus, with Smart Snippets, you can "teach" the AI how to respond to recurring praises or complaints. Your AI then incorporates this information into its responses, but always with different words, providing more personalized, relevant replies.

This review response assistant has quickly become a game-changer for over 2000 customers. Its promising capacity to elevate your overall rating, amplify response rates, glean insights from customer feedback, and economize both time and money is the reason behind its growing popularity.

Final Thought

The currency of reviews is crucial for building trust and influencing purchasing decisions. To uphold review recency, focus on soliciting and managing reviews effectively while prioritizing positive customer experiences. Utilizing software like MARA streamlines the process, allowing for personalized responses and valuable insights. So, why not try MARA? It's free, easy to use, and can enhance your online reputation in minutes.

This article is part of our hero content "Online Reputation Management for Hotels - All You Need to Know".

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Frequently Asked Questions:

Why is it important to have a review?

Reviews are crucial for informed decision-making and building trust with potential customers. They offer real-world experiences and feedback that can enhance product quality and business accountability.

What are the benefits of rating and review?

Ratings and reviews provide quick snapshots of satisfaction, detailed insights, and the ability to compare different options, aiding customers in their decision-making process. For businesses, they offer feedback for improvement, build trust, and enhance search engine visibility.

What is the important part of a review?

The most important part of a review is honesty, ensuring the review reflects the reviewer's genuine experience, with specificity, a balanced perspective, clarity, and relevance all contributing to a helpful and informative review.

Which is the most important element of a review?

While opinions may vary, many consider a fair and honest evaluation of the product or service as the most crucial element. A balanced perspective addressing both strengths and weaknesses, along with the reviewer's credibility and authenticity, fosters trust and helps others make informed choices.

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