Anonymous Google Reviews: What Local Businesses Need To Know

Recently, Google rolled out a notable new update that’s already showing up across countless Business Profiles: anonymous reviews. If you’ve spotted a sudden wave of mystery reviewers in your feed, you’re not imagining it. 

There’s no need to panic! But there is a need to pivot. In a world where people ask questions like “best physiotherapist near me” and expect Google—or their AI model of choice—to hand them a confident answer, you can’t afford muddy trust signals.

Why Google Is Moving Toward Anonymous Reviews

Google is giving people more control over the information that shows on their reviews. That means more customers can choose to hide their names or profile details when they leave feedback, which is why you may suddenly see “Anonymous” popping up more often. The reviews themselves stay exactly where they are. Only the display name changes.

They’re trying to reduce fake and incentivized reviews, and part of that effort is giving real customers a lower-friction way to share honest feedback without putting their personal details out there. When people feel more comfortable leaving reviews, Google gets a more reliable pool of customer sentiment to work with.

So yes, your reviews are still there. The names simply may not be.

What Anonymous Reviews Mean for Your Local SEO

Here’s the good news: your rankings won’t tank because someone’s name disappeared. Google still counts the review toward your total, still reads the content, and still uses the sentiment to understand what you offer.

But it could potentially impact the trust equation.

A five-star review from “Anonymous” doesn’t land the same way as a five-star review from “Samantha P. from Burlington.” That name, even when shortened or generic, gives readers a tiny signal that a real person had a real experience. When that disappears, the review becomes a little less persuasive. It still helps you, but it doesn’t help as much.

This shows up most in industries where people feel vulnerable or unsure. Psychologists, dentists, mortgage brokers—any service that feels personal or high stakes. Many customers already review under nicknames or initials, and now Google lets them hide their names entirely. Expect to see more anonymous or semi-anonymous reviews in the very industries where trust matters most, simply because people want privacy without losing the chance to help someone else make a confident choice.

It also matters when someone is comparing you directly with a competitor. Two businesses, both with 4.7 stars. One with detailed reviews from named profiles, the other full of anonymous blurbs. The undecided customer doesn’t need to think hard about which one feels more trustworthy.

And while generative search engines don’t care about reviewer names at all, they do care about clarity. AI doesn’t understand “Great, thanks!” It understands reviews with specific detail and natural phrasing.

How to Get More Helpful Reviews When Names Disappear

As more people opt for anonymity, the details in their reviews matter even more. And the best way to get those details is to ask.

The Ben Franklin Effect is your friend. Humans are wired to feel warmer toward someone after doing them a favour, so when you ask a customer to leave a review—a real, helpful one with a few specifics—you’re not imposing. You’re giving them a small, satisfying way to help, and most people are surprisingly happy to say yes.

How you ask makes all the difference. Ask right after you’ve wrapped something up for them, while the experience is still fresh. Keep the request short, warm, and in your voice. You want it to feel human, like a friend asking another friend for an unimposing favour. Your best move is to ask for feedback that actually says something: what they booked, what you solved, and how the visit felt.

Some customers will use a nickname or go anonymous, and that’s perfectly fine. What matters most is the story they tell. A clear, specific review helps the next person feel confident choosing you, and that’s the whole point.

A Quick Note on GBP Post Scheduling

While anonymous reviews are the big story, Google also rolled out a smaller update that’s worth your attention: you can now schedule Google Business Profile posts and publish the same update across multiple locations.

Instead of posting every week, you can plan a few updates at once and let them roll out on their own. Holiday hours, seasonal promos, last-minute changes, new products… all of these give customers timely reasons to choose you, and scheduling keeps that rhythm going.

Reminder: your business’ content shouldn’t all live in one place. Wherever your audience is, you want to be there too. Check out LinkedIn Articles vs. Blogging: The Ultimate SEO Smackdown for the full scoop.

These small tools add up. Consistent posts help balance out the uncertainty created by anonymous reviews and show customers you’re active, open, and paying attention.

Build Trust Beyond Reviews with The Brand Brew ®

With anonymous reviews making things feel a little less predictable on Google, your owned assets become even more important. A clear, modern, conversion-ready website gives customers the confidence that anonymous reviews sometimes can’t. It tells your story in your words, with no mystery profiles required. 

If your site needs a refresh, explore The Brand Brew ®’s Website Design service and see how a stronger digital foundation can support every part of your local SEO. Book a call, and let’s build a website that buyers can trust, no matter the name on the review.