This week, Google released a new tool that allows Google My Business account holders to handle the removal of Google reviews, one by one, and see the status of these review removal requests.

This is big news in the fight against fake reviews on Google, and comes hot off the heels of a report that shows a marked decrease in trust in reviews over the last few years.

However, it’s not particularly suitable for agency accounts managing lots of listings. As Joy Hawkins, who first reported on this tool, points out:

This feature seems to only work for Google My Business accounts that have a small number of listings in them. I tried it in an account with 33 listings and it said “Based on the number of Business Profiles you manage, this process is not available”. Our agency account also had too many listings to qualify to use it.

Joy Hawkins, Sterling Sky

While not perfect for everyone, this is still a step change in how Google treats review removal, and perhaps even indicates a renewed focus on review quality.

To show how it works in practice, let’s look at a real-world example of a typical situation in which you’d want reviews taken down, doing so using this new Google My Business review tool. Here’s a review of Google’s review takedown management tool…

(I’ll aim to update this post when there are updates about the reviews we’re removing, so keep an eye out for that!)

Prologue: A Case (Study) of Mistaken Identity

In sunny Brighton, UK, there’s a

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