Google Reviews Update · October 2026
You open your Google listing and there it is. A one-star review from someone you have never served. You report it. Google says it does not break the rules. You appeal. And then you wait.
If that sounds familiar, here is the news. Google has said that review-related appeals are taking longer than usual, and it cannot say how long. A Google team member posted the notice in the Google Business Profile Help Community, and Search Engine Land and Search Engine Roundtable reported it on October 20, 2026.
This post explains what Google said, what it means in plain English, and the simple steps that protect your rating and your phone calls while Google works through the backlog.
Start here
The Short Answer
- Appeals are slow: Google says that because of a high volume of review-related appeals, processing times are extended, and it cannot give a timeframe.
- Do not appeal twice: Google asks owners not to create a duplicate appeal. Once it is in, you do not need to do anything more.
- Unfair is not the same as against the rules: Google only removes reviews that break its policies, not reviews you simply disagree with.
- Your reply still works today: A calm public reply is the one thing you control while you wait.
- What to do: Check your status, keep good records, reply well, and keep asking real customers for honest reviews.
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Quick answer
Will filing another appeal get my review looked at faster?
No. Google said plainly: “Do not create a duplicate appeal. Once your appeal has been submitted, you do not need to do anything further.” Our take: spend that time on a good public reply and on getting more honest reviews from real customers.
Is one bad review sitting at the top of your listing and costing you calls?
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What Google Said About Google Review Appeals
Dan Boguslavsky from the Google team posted a short notice in the Google Business Profile Help Community. Here is what it said, in Google’s own words.
- “Due to high volume of review related appeals, processing times are currently extended.”
- “We are working diligently to process all cases. As of this time, we cannot provide a specific response timeframe for pending cases.”
- “Do not create a duplicate appeal. Once your appeal has been submitted, you do not need to do anything further.”
Search Engine Land summed up what that means for owners: if you reported a review, Google rejected the report, and you appealed, that appeal will take longer to process. In their words, the reviews you do not want on your listing “will likely be there for a longer period of time.”
This is not the first time. Search Engine Roundtable’s Barry Schwartz noted that Google has had review appeal delays before, so it is “not all that uncommon.”
It also comes a few weeks after another reviews change. In September 2026, Search Engine Roundtable reported that Google had started emailing some owners when it detects a spike in spam reviews. That email says Google removed the spam reviews so they do not affect the rating, and that new ratings and reviews are paused for a short time, “typically within a few days.”
Our honest view: Google is busy fighting review spam, and appeals are stuck in line. You cannot speed up that line. You can control how your listing looks to the next customer who reads it.
AI Answer Block
How Google Review Reports and Appeals Work (Plain English)
A report: you flag a review and pick a reason, like spam. Google’s help page says evaluation “typically takes several days,” and you can check it in the Reviews Management Tool.
Decision pending: Google has your report but has not checked the review yet.
Report reviewed, no policy violation: Google looked and decided the review can stay. If you disagree, you can send a one-time appeal.
A one-time appeal: you ask Google to take a second look. Google says you can pick up to 10 reviews in one appeal, and you will get the result by email.
Escalated, check your email for updates: your appeal is in Google’s queue. This is the step that is slow right now.
Extortion is different: if someone floods you with low ratings and then asks for money to remove them, Google has a separate extortion report form. Do not use the regular appeal for that.
Our reading: the appeal is a one-shot second look, not a do-over button. Use it for clear policy problems, and do it once.
Quick answer
Which reviews can Google actually remove?
Only reviews that break its policies. Google’s Maps content policy lists things like fake engagement, paid reviews, reviews from someone with a conflict of interest such as a competitor or former employee, harassment, personal information, and off-topic or spam content. A harsh but honest review about a real visit usually stays.
Why Local Owners Should Care
For most local businesses, Google reviews are the first impression. Before anyone calls, they look at your stars and read the newest few reviews. One angry or fake review near the top can quietly cost you calls for weeks.
When appeals moved quickly, some owners could wait it out. Now Google has said it cannot give a timeframe. So the plan cannot be “wait for Google.” It has to be “make the listing look trustworthy right now.”
Picture a truck and auto repair shop in Austin with a one-star review from someone who never had a car there. Or a roofer in Buffalo or anywhere in Western New York who gets three bad ratings in one weekend from people outside the service area. The report and appeal may take a while. But a calm, factual reply posted today tells every future reader what really happened.
Google’s help page on managing reviews says the reviewer is notified when you reply, and that customers can still change their review after reading it. The FTC also says it is fine to contact customers who post negative reviews to try to fix the problem.
There is also a second risk. Google’s page on missing or delayed reviews says reviews are checked before they appear, which can take a few days, and that reviews removed for policy violations will not be restored. If your team is pushing too hard for reviews, Google’s filters may treat good reviews as suspicious.
Our take: you cannot control Google’s queue. You can control your replies, your records, and a steady flow of honest reviews from real customers.
You should not have to fight Google alone over a review you know is fake.
We will look at your reviews with you, sort out which ones are worth reporting, help you write calm replies, and set up an honest way to get more reviews from real customers.
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Myth vs. Reality
A calm reset on what Google review appeals can and cannot do.
Myth: If I appeal again, Google will look at it faster.
Reality: Google asks owners not to create duplicate appeals. Once it is submitted, you do not need to do anything more.
Myth: Google removes any review that is unfair.
Reality: Google only removes reviews that break its policies. Its help page says not to report a review just because you disagree with it.
Myth: Replying to a bad review makes it worse.
Reality: Google says helpful replies show you are responsive, and the reviewer is notified and can still change the review.
Myth: A pile of new 5-star reviews will fix it fast.
Reality: Google’s policy flags unusual volumes or patterns of reviews, and offering incentives for reviews is not allowed.
Myth: Paying someone who threatens bad reviews makes it stop.
Reality: Google says not to engage or pay. Paying can encourage more attempts and does not guarantee removal.
Myth: Missing reviews always mean someone deleted them.
Reality: Google says reviews can be delayed for checks, removed as spam by automated systems, or paused for a short time to protect a profile.
8 Simple Steps While Google Review Appeals Are Delayed
These are our steps, not a Google product. Most take a few minutes, and none of them cost anything.
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Check where each report stands
Open the Reviews Management Tool and look at the status. Decision pending, no policy violation, and escalated each mean something different.
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Appeal once, then stop
If a review clearly breaks a policy and the report was turned down, send one appeal. Google says not to create a duplicate.
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Write down the facts
Keep a simple log: the review link, the date, the reason you reported it, and screenshots. Google asks for this kind of detail in extortion cases.
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Reply calmly in public
Thank them, state the facts without blame, and invite them to call. Never share private customer details. Future customers read your reply.
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Reach out if it is a real customer
If you know the person, call and try to make it right. The FTC says contacting customers who post negative reviews is allowed.
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Use the right tool for scams
If someone asks for money to remove reviews, do not pay. Use Google’s merchant extortion report form with your evidence.
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Ask every real customer for an honest review
Use your Google review link or QR code after each job. Ask everyone, not only the happy ones, and never offer a reward.
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Watch your rating and calls each month
Note your star rating, review count, and calls from your listing. A steady month of honest reviews matters more than one bad day.
Which Google Tool Fits Which Review Problem
Keep this handy. Details come from the Google pages in Sources; the last column is our advice.
| Your problem | What to use | What happens next | Our tip |
|---|---|---|---|
| A fake, spam, or off-topic review | Report it from your profile or the Reviews Management Tool | Google checks it, typically in several days | Pick the reason that truly fits |
| Google said no policy violation | A one-time appeal | Slower than usual right now, with no timeframe | Appeal once, then reply in public |
| Someone demands money to remove reviews | Merchant extortion report form | Google investigates and tells you the result | Do not pay; save every message |
| An honest but harsh review | A calm public reply | The reviewer is notified and can update the review | Fix the problem if it is real |
| Good reviews went missing | Check Google’s missing reviews page, then contact support | Reviews removed for policy violations are not restored | Never offer rewards for reviews |
One note: the reply is the only option on this list that shows up for customers right away. Google says replies usually take up to 10 minutes to be checked, though sometimes it can take up to 30 days.
If reviews feel like a full-time job, you do not have to handle them alone.
You run the business. With your Free Market Report, we will walk through your reviews in plain English and set up a simple routine for asking, replying, and reporting.
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What NOT to Do
Do not file the same appeal again and again. Google has asked owners not to create duplicates.
Do not argue, blame, or share private details in a public reply. Google’s tips for review replies say to protect privacy and avoid personal attacks.
Do not buy reviews or offer a discount for them. Google’s content policy does not allow incentives, and since October 21, 2024, the FTC’s rule on fake reviews has banned buying fake reviews and paying for reviews that must be positive or negative.
Do not ask only your happiest customers. Google’s policy does not allow selectively asking for positive reviews, so ask everyone.
Do not threaten a reviewer to get a review taken down. The FTC rule bans unfounded legal threats and intimidation used to remove negative reviews.
Our advice: stay calm, stay honest, and keep a steady flow of real reviews coming in. That is what helps with both customers and Google.
The real question is simple: when a new customer reads your reviews today, do they feel good about calling you?
If you would like help making sure they do, and getting more of those people to pick up the phone, we are easy to reach.
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FAQ
Frequently Asked Questions
Straight answers for owners. Sources are linked above and listed below.
A Google team member posted in the Google Business Profile Help Community that, because of a high volume of review-related appeals, processing times are extended. Google said it cannot give a specific response time for pending cases. Search Engine Land and Search Engine Roundtable reported the delay on October 20, 2026.
No. Google wrote: “Do not create a duplicate appeal. Once your appeal has been submitted, you do not need to do anything further.” You can check the status in the Reviews Management Tool.
A report asks Google to check a review against its policies. If Google finds no policy violation, you can submit a one-time appeal of that decision from the Reviews Management Tool. Google says you can select up to 10 reviews in one appeal, and you get the result by email.
Not on its own. Google says only reviews that break its policies are eligible for removal, and asks owners not to report a review just because they disagree with it. Fake engagement, conflicts of interest, harassment, and off-topic or spam content are examples of policy problems.
Do not pay or negotiate. Google says to gather screenshots with dates, times, and the sender’s contact details, collect links to the reviews, and submit its merchant extortion report form.
No. Google’s policy does not allow incentives for reviews, and it does not allow selectively asking only happy customers. Since October 21, 2024, the FTC’s rule on consumer reviews also bans buying fake reviews and paying for reviews that must say something positive or negative.
Sources
Every fact in this post comes from the pages below. Google has not given a timeframe for pending appeals, so check the Help Community thread for updates. Opinion is labeled as ours.
- Google Business Profile Help Community: GBP Review Appeal Delays (October 2026)
- Search Engine Land: Google review-related appeals delayed (Oct 20, 2026)
- Search Engine Roundtable: Google Business Profiles Review Appeals Are Delayed Again (Oct 20, 2026)
- Search Engine Roundtable: Google Business Profiles Email: Detected A Spike In Spam Reviews (Sep 22, 2026)
- Google Business Profile Help: Report inappropriate reviews on your Business Profile
- Google Business Profile Help: About missing or delayed reviews
- Google Business Profile Help: Report negative review extortion scams on your Business Profile
- Google Business Profile Help: Manage customer reviews
- Google Business Profile Help: Tips to get more reviews
- Google Maps User Generated Content Policy: Prohibited and restricted content
- Federal Trade Commission: Final rule banning fake reviews and testimonials (Aug 14, 2024)
- Federal Trade Commission: The Consumer Reviews and Testimonials Rule: Questions and Answers
Next step
Let’s Make Your Reviews Work For You
This month, Google said review appeals are taking longer and it cannot say how long. Our steps turn that into a calm habit: check your status, appeal once, reply well, keep good records, and keep asking every real customer for an honest review.
If you would like a second set of eyes, get your Free Market Report. We will go through your Google reviews and leave you with a short, plain list either way.
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Where this fits: Reviews feed your Map Pack visibility and what AI tools say about you. If you’d rather not chase appeals and replies yourself, our review and reputation management handles it, and it ties into our local SEO services.