Google Maps update: Hide your identity when writing reviews

This month, Google Maps is releasing a new feature that will allow customers to write reviews for businesses under a pseudonym. 

The intent, Google says, is to allow customers to be their local business’ “secret Santa” by leaving anonymous reviews under cute nicknames like “Eager Elf”, etc. But this outlook is pretty optimistic. Realistically, this change will lead to a significant spike in negative reviews for local businesses everywhere. 

For those unsure of why Google Maps has made this change and what it practically means for businesses, here’s what we know so far.

What business owners should know

First off: just because people can post reviews anonymously doesn't mean it's easier to spam businesses with fake reviews.

People using anonymous usernames and profile pictures will still need to log into their real Google accounts to post reviews. Within their account, they’ll go to “Your Profile” and click into “Use a custom name & picture for posting”. That’s where they’ll pick an illustration as an avatar and add a nickname. 

So while reviewers will appear anonymous to the general public, Google will still have the signals it needs to detect whether reviews are from legitimate customers. So its typical fraud prevention methods will be just as effective at spotting suspicious and fake reviews as ever. 

That said, look no further than Reddit or YouTube to see what happens when people can hide behind a cartoon avatar and a made-up username. Things get dark fast. 

Anonymity is associated with an increase in antisocial behavior. When we know we can say whatever we want without fear of social consequences, we’re more likely to say inflammatory, negative, or even shocking things. 

We’ve seen this phenomenon play out across every corner of the internet, and there’s no reason to think things will be any different if anonymity is applied to leaving reviews for local businesses. 

Even if Google can prevent people from creating a bunch of fake accounts to leave fake reviews, it can’t reasonably stop people from inflating the severity of slightly negative experiences or otherwise leaving over-the-top feedback.

Why Google is making this change

Google didn’t provide a precise answer as to why they’re implementing this update. Realistically, though, there are a few clear benefits to allowing for greater anonymity despite the potential drawbacks: 

• Some users are hesitant to review local businesses because it reveals where they live or spend time
• Google wants more review volume to strengthen Maps' recommendation engine
• Competing platforms (Yelp, TripAdvisor, Reddit) allow users to post under pseudonyms. Introducing this capability to Google neutralizes this competitive advantage. 
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For Google, the benefit is obvious: more people will leave reviews if they can do it without broadcasting their identity. And Google wants those reviews.

The big question: Does this open the door to more hostile reviews?

Short answer: yeah, probably. 

Even with backend verification:

• It’s easier for an irritated customer to fire off a harsh review
• It’s easier for a competitor to leave a malicious one
• It’s easier for someone who wasn’t even a real customer to drop a drive-by comment
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For home services companies, where one technician interaction can swing sentiment dramatically, this matters. 

You rely heavily on the following for business:

• Reputation
• Trust
• Visibility in the Map Pack
• Review velocity
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Less accountability on the reviewer side means your reputation is now more exposed.

What home service leaders should do right now to prepare

Whether this update will actually drive more vitriolic reviews remains to be seen. But rather than waiting to find out, business owners in home services should proactively implement the following tactics to fortify their business and reputation against negativity. 

1. Push for more reviews from every happy customer.

A single bad anonymous review hurts a lot less when you’re generating 50–100 positives per month. Implement an automated tool that prompts customers for reviews at exactly the right time. 

For even more reviews, reward techs that earn a certain number of reviews with small, instant financial incentives. 

2. Track review volume by technician.

In home services, your reputation is produced at the job-level vs. the company level. Tie reviews to the technician who earned them so you know which technicians are top performers and who needs coaching. 

3. Build a proactive response strategy.

This update likely means you’ll get more reviews, good and bad. Respond fast, acknowledge feedback, and show Google you’re active. This boosts local SEO and improves your reputation across the board. 

Even customers who leave a negative review are more likely to view a business positively if they swiftly acknowledge and apologize for a negative experience. 

If you get a high volume of reviews, use an AI-powered autoresponder to craft customized, brand-aligned responses instantly on your behalf. This cuts down on the manual effort of writing back to each customer and ensures nothing slips through the cracks. 

Need a simple way to get more Google reviews? Chat with our team about Applause.