Yes, for local search. Google's own help page on improving your local ranking says that more reviews and positive ratings can help your business's local ranking. That covers the results you care about most as a contractor: the map pack and Google Maps when someone searches "plumber near me."
What Google doesn't say is how much reviews matter compared with everything else, or whether the count or the star average carries more weight. Anyone who gives you a precise number is guessing.
What Google actually says
Google ranks local results using three things: relevance, distance, and prominence. Reviews sit under prominence, which is how well known your business is. Google's explanation of prominence also mentions how many websites link to you. Google says it keeps the details of its ranking algorithm confidential and that you can't pay for a better local ranking.
So reviews are one input among several. Two roofers with the same review count can rank differently because one is closer to the searcher, or its profile matches the search better.
The part of SEO reviews affect without a ranking
Ranking gets you seen. Reviews decide whether you get the call.
Picture someone searching for a water heater replacement. Three businesses show up. One has 14 reviews, the newest from last year. One has 120 reviews and a reply to each. The third has 60 reviews, with four from last month. The searcher compares stars, count, dates, and what customers wrote. You can rank first and still lose the click.
That makes reviews useful even if you ignore the ranking question entirely. They turn impressions into calls.
What to focus on
A steady flow, not a one-time push
Google doesn't publish a recency rule, so don't take anyone's word on the exact effect. What you can see yourself is how a profile looks to a customer: fresh reviews signal a working business. A burst of 40 reviews in a week followed by silence also looks odd to a customer. Asking after each job gives you a natural pace. The guide to getting more Google reviews lays out that system.
Specifics from the customer
Reviews that name the job read as more believable than "Great service!" You can't script what a customer writes, and Google's policy does not allow asking for specific content. You can ask soon after the work, while the job is fresh. Give them a direct link: see how to find your Google review link and the QR code guide.
Replies
Google's page includes replying to reviews as a way to stand out in local results. Reply to all of them, short and specific. Positive review responses has examples you can copy, and how to respond to a bad review covers the tough ones.
Reply that names the job
What won't help
Warning: Skip the shortcuts
Buying reviews, offering discounts for them, asking only your happiest customers, or posting from staff accounts all fall under Google's review policy and can get reviews removed. See [why buying Google reviews backfires](/us/blog/why-buying-google-reviews-backfires).
Reviews also won't fix a half-empty profile. If your categories, services, hours and photos are thin, tune those too. Your Google Business Profile does most of the work in the map pack.
Do reviews help your website rank?
Google has not said that reviews on your profile directly rank your website. The documented effect is on local results. Your site depends on its own pages, links and content, which is a separate job. If you want the website side handled, that's website SEO on the Complete plan.
You can also show a few real customer quotes on your own site, with permission. That's good for visitors. Whether it moves rankings, Google doesn't say.
Plan: Keep the reviews coming without remembering
Local ($189 a month) texts each customer a review link a day or two after the job and drafts a reply to every review for your approval. Try it free, no card. Read more on the [reviews page](/us/platform/reviews).
See all the posts in the reviews hub.
A steady stream of reviews, on autopilot
Mitch texts the review link after each job and drafts your replies. You approve everything.