Want to Support Small Businesses? Leave a Google Review

The "shop small" push has become a marketing campaign of its own lately, which is great. This year, I took on a personal challenge to conduct all of my holiday shopping in the small business space, with an emphasis on hand-made and thoughtfully found second-hand items. Money that could otherwise be spent on mainstream corporate America gifts goes into the pockets of small business owners, which aligns with my values.

But there's another way to support local businesses that costs nothing and keeps working long after you've made your purchase: Google reviews.

In the current world of SEO, GEO, and local "near me" searches, Google reviews have taken on an outsized role. Most consumers now say they regularly read online reviews when researching local businesses, and Google is by far the most common place they read them. SEO research consistently shows that the volume, recency, and rating of Google reviews are now one of the strongest signals of who appears in the local map pack, alongside proximity and basic business information.

For small businesses, that visibility can make or break their discovery. When someone searches "best gift shop near me" or "Portland brunch spot," both Google and AI platforms use reviews as social proof, quality indicators, and even relevance signals, helping decide which businesses get surfaced first in search and on Maps. Your honest, specific Google review can quietly move an independent business higher on the page, leading to more clicks, more calls, and more foot traffic.

So after a great small business experience, consider leaving them a Google review. Add specific details and photos if you can. Takes two minutes, costs no cash, and keeps helping them show up in searches months later.

GAMIFY YOUR REVIEWS

I first learned about Google’s Local Guides program when I noticed a Seattle friend’s “Level 5” badge on a Portland restaurant review. Cue record scratch. How did he get that ranking? I didn’t even know that was a thing.

That curiosity turned into a game: I went back through recent spots I loved and left short, specific reviews (plus photos when helpful) to guide the next person’s choice. Now it  has turned into a simple habit after a great experience. Those two‑minute reviews have added up to Local Guide Level 6 and an ongoing, good‑natured rivalry with my Seattle friend.

A NOTE ABOUT YELP: Yelp still matters, especially for restaurants and service businesses, but consumer behavior has shifted heavily toward Google because reviews are built right into Maps and regular search results, which people are already using. BrightLocal's consumer review surveys show Yelp usage has declined over the last few years while Google remains the top review site by a wide margin, in part because Google keeps adding features to Business Profiles that make them more useful and visible than standalone review sites.