Fake reviews on Google Business Profile have been a problem on the internet for a long time. They can mislead customers and make it harder for honest businesses to stand out. Many businesses have found it tough to protect their reputation from fake ratings and unexpected changes to their online profiles.
To tackle this, Google has introduced a major update to Google Maps and Business Profiles. In April 2025, they announced that their new AI system, Gemini, will now help spot and remove fake content more effectively. This means better protection for businesses and a more trustworthy experience for people using Google Maps.
How Gemini Is Helping Clean Up Google Maps
Google’s Gemini AI has been introduced to help identify and remove inauthentic reviews and suspicious profile edits more effectively than ever before. This move signals a step forward in protecting both businesses and consumers from misinformation.
Unlike previous moderation methods, Gemini doesn’t just react—it learns. By recognising subtle patterns and behaviours, it’s able to distinguish genuine interactions from manipulation, bringing a more intelligent and responsive system to the heart of Google Maps.
As shared in Google’s official announcement, Gemini has already blocked thousands of risky profile edits in early 2025—showing just how powerful this tool can be.
Spotting Suspicious Changes with Greater Precision
Consider the difference between a routine update—such as changing a business name from ‘Zoe’s Coffee House’ to ‘Zoe’s Café’—and a more dubious shift, like suddenly switching a business category from ‘café’ to ‘plumber’. One is perfectly natural; the other raises valid concerns.
Gemini now helps Google spot and stop the latter before it causes confusion. This proactive approach means fake or misleading listings are far less likely to appear in local search results.
Stopping Fake Five-Star Reviews
Whilst many worry about negative reviews, fake five-star reviews are increasingly common—and arguably more damaging. They create a false sense of trust, drawing customers away from authentic businesses.
With Gemini, Google can now monitor reviews over time, detecting unusual clusters of glowing ratings that don’t match real-world experiences. Notably, a new alert system is being rolled out in the UK, as well as the US and India. If a group of suspicious reviews is removed, users who saw them may be notified. This added layer of transparency builds trust for all.
To give you a sense of scale, here’s what Google accomplished in 2024 alone:
- Over 240 million policy-violating reviews were blocked or removed
- More than 70 million suspicious profile edits were prevented
- 12 million fake business profiles were taken down or blocked
- 900,000+ user accounts had posting rights restricted
These figures highlight the scale of the problem, but also the progress being made—much of it thanks to AI-powered moderation.
What This Means for Your Business
Many of our clients initially struggle with the question: How do we stay competitive in an online space that feels increasingly difficult to control?
The answer, we believe, lies in authenticity and consistent care. With Gemini now filtering out dishonest tactics, there’s a greater opportunity for genuine businesses to shine.
Here’s what we recommend:
- Encourage authentic reviews from real customers. Consider asking after a service is completed or including review links in follow-up emails.
- Monitor your Business Profile regularly to ensure there are no unauthorised changes.
- Report any suspicious activity—whether on your own listing or a competitor’s—using Google’s reporting tools.
- Keep your information accurate and up to date, reducing the risk of being flagged for inconsistencies.
- Look for unusual spikes or drops in review activity, which could indicate manipulation.
Now that we’ve established this foundation, it’s worth remembering that local SEO is no longer just about being seen—it’s about being trusted.
A More Trustworthy Future for Local Search
We genuinely believe that the changes brought about by Gemini mark a turning point. Whilst fake reviews may not disappear entirely, they will become far less effective—and far more risky.
With this understanding in place, we encourage you to revisit your local SEO strategy. Focus on building a presence that reflects your real-world values and commitment to customers. Google’s latest AI upgrades are designed to support businesses that operate with integrity, and we’re here to help you make the most of that opportunity.
If you’d like support in auditing your Google Business Profile or developing a review strategy that aligns with these changes, our team is just a message away.
