New algorithm: Google accurately identifies fake reviews.

A recent algorithmic system assists Google in removing fake reviews. The Mountain View-based company announces it has developed, during the year 2022, a "new algorithm based on machine learning to more effectively identify fraudulent review patterns" on its Search and Maps platforms, where over 20 million contributions are added daily.

According to a company blog post, in 2023, this new algorithm helped remove an additional 45% of fake reviews compared to the previous year, amounting to approximately 170 million reviews violating the terms of use. The company also reports having identified and eliminated over 12 million fake business profiles.

Google states that while its moderation teams carefully monitor reviews, and their systems constantly detect any suspicious activity, this new algorithm enhances detection of both isolated cases and large-scale fraudulent campaigns. As an example, Google mentions having uncovered a network of scammers enticing users to post multiple reviews on specific listings in exchange for fictitious compensation. They then improved their algorithms to protect the hundreds of targeted businesses.

To illustrate the effectiveness of this detection system, Google shares the following statistics for the past year:

- 170 million reviews not complying with terms of use were blocked or removed (+45% compared to 2023).
- 12 million fake business accounts were neutralized.
- 14 million videos violating Google's terms of use were removed.
- 123,000 businesses received temporary protection following the detection of suspicious activity.
- 2 million attempts to take over Google Business Profile listings were thwarted.

Google also reminds in its blog post having provided guidance on spotting fraudulent reviews, highlighting their negative impact on businesses, especially when inundated with fake reviews with very low ratings.

In 2023, a study conducted by Partoo revealed that 76% of internet users were influenced by online reviews, and 46% avoided patronizing a business if its rating was below 3/5. Google remains the preferred platform for review consultation, with over 88% of respondents turning to this search engine first. For better control of customer reviews, you can use a dedicated solution allowing active moderation.