Do Google Reviews Expire? UK Business Guide
No, Google reviews do not technically expire or disappear automatically. A 5-star review you received three years ago is still visible and still counts toward your overall rating. However, review freshness is a real factor in Google's local ranking algorithm.
How Google Uses Review Recency
Google's algorithm weights recent reviews more heavily than old ones when determining local ranking. A business with ten reviews from the last two months will often outrank a business with fifty reviews all from three years ago – all else being equal.
This means even if your reviews don't "expire", your ranking will gradually decline if you stop receiving new reviews while competitors keep accumulating them.
The Solution for UK Businesses
Maintain a steady stream of new reviews. If organic requests aren't keeping up, a review service can supplement your volume with 2–5 new reviews per month to maintain freshness signals.