For UK local businesses
How to generate genuine Google reviews
Build a consistent invitation process without incentives or satisfaction filters.
Updated 13 September 2026.
Create the direct link
Use your Business Profile’s review link or the free Place ID tool. Test it before sharing.
Choose a consistent group
Apply an appropriate invitation rule to customers with a genuine experience, regardless of expected satisfaction.
Make feedback useful
Read reviews, reply where you can help, and use recurring concerns to improve the service.
Check contact permissions
Before sending SMS or email, assess the message’s purpose, contact permissions and applicable UK GDPR and PECR requirements. An opt-out is important where required but is not, by itself, permission to send.
Practical tools
Sources: Google review policies; ICO guidance.
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