A five-star rating built three years ago says less about a business today than a steady stream of four and five-star reviews from the last ninety days.
Momentum is a trust signal
Customers scan for recency before they read content. So, in effect, does Google.
What healthy momentum looks like
- A predictable cadence rather than bursts
- Reviews that mention specific services and suburbs
- Owner responses that sound like a person, not a template
Building the habit
The businesses that grow review volume sustainably ask at the natural moment of satisfaction, and they ask every time — not when they remember.