If you’re trying to build trust online, reviews aren’t optional anymore — they’re one of the biggest decision drivers for customers.
Two of the biggest players are Google Reviews and Trustpilot, but they’re not the same thing at all. Choosing the wrong one (or using both badly) can cost you customers.
What’s the Difference Between Google Reviews & Trustpilot Reviews(In Plain English)?
Google Reviews:
These sit directly on your Google Business Profile and show up in search results and Maps.
Think: Local reputation
Trustpilot:
A standalone review platform where customers leave reviews on your company profile.
Think: Brand reputation at scale
Why This Matters More in Ireland Than You’d Think
Ireland is one of the most Google-dominant markets in the world. Google holds over 95% of the search market share here – higher than the UK, higher than the US. That means when someone in Dublin, Drogheda, or Dundalk is looking for a local business, they’re almost certainly starting on Google.
Trustpilot is huge in the UK and across Europe, but in Ireland it hasn’t reached the same level of everyday consumer trust – most people here don’t instinctively head to Trustpilot the way they might Google a business. That’s not to say Trustpilot has no value – it absolutely does – but it changes the calculation for Irish small businesses significantly.
Google Reviews: The Full Breakdown
What It Is:
Google Reviews are tied to your business listing on Google.
Pros:
- Massive visibility in search results
- Direct SEO impact
- Completely free to use
- High trust from users
Cons:
- Very little control
- Limited branding options
- Can be messy for multi-location businesses
Best For:
Local services, clinics, trades, salons, and any business relying on “near me” searches.
Trustpilot: The Full Breakdown
What It Is:
A third-party review platform with a dedicated business profile.
Pros:
- More control over review management
- Strong for brand trust
- Website integration options
- Useful for non-local businesses
Cons:
- Limited free version
- Can attract negative reviews
- No direct SEO impact
- Can feel pay-to-play
Costs:
There is a free plan available, but paid plans typically range from €200–€800+ per month. If you’re considering going down that route, one serious drawback is that once you start using a paid account with TrustPilot, it’s difficult to get out of that contract.
Best For:
Online businesses, eCommerce, SaaS, and national/international brands.
Head-to-Head Comparison:
Visibility in Search Results
Google Reviews win this hands down. Your star rating, review count, and individual reviews appear directly in Google Search and Maps — before the user even clicks anything. Trustpilot can appear in search results too, but only if you’re on a paid plan, and it’s your Trustpilot profile that ranks, not your own website.
SEO Impact
Google Reviews have a direct influence on your local SEO. The number of reviews you have, how recent they are, and how you respond to them all feed into how Google ranks your business locally. Trustpilot has no direct SEO impact on your own site — any authority it builds stays on Trustpilot’s domain, not yours.
Cost
Google Reviews are completely free – always have been, always will be. Trustpilot has a free tier, but it’s very limited. To get anything meaningful out of it – review invitations, widgets, analytics – you’re looking at paid plans starting around €200/month and going well beyond €800/month for larger businesses.
Control
This is where Google Reviews fall short. You can respond to reviews but you can’t remove them (unless they violate Google’s policies, and getting those taken down is a battle). Trustpilot gives you more tools to manage your profile, flag reviews, and respond formally – but that control comes at a cost.
Trust From Irish Customers
For local Irish businesses, Google Reviews carry more weight. When someone searches for a plumber in Swords or a salon in Santry, they trust the stars they see on Google Maps. Trustpilot is more relevant when someone is buying online from a brand they’ve never heard of – it acts as a credibility signal for e-commerce and national brands.
Google Reviews:
- Visibility: High
- SEO Impact: High
- Cost: Free
- Control: Low
Trustpilot:
- Visibility: Medium
- SEO Impact: Low
- Cost: Paid/Free
- Control: Medium/High
Which One Should You Use?
For Local businesses, I’d recommend using Google Reviews first. If you’re intending to sell products online or scaling your business businesses beyond your local area:
Use both Google Reviews and Trustpilot.
Smart Strategy:
- Focus on Google Reviews first
- Layer in Trustpilot
- Split your review strategy:
- Local Area → Google
- Online → Trustpilot
Common Mistakes:
- Ignoring Google Reviews
- Ideally you should be responding to every review that you receive, either positive or negative.
- Sending all customers to one platform.
- As above, if you’re starting out in your local area, focus on Google. As your business grows, channel reviews toward multiple review platforms
- Not replying to reviews
- Reply to every single one you get. There’s SEO value in replying, and it shows potential customers how you resolve complaints and communicate with your clients
- Only asking happy customers for reviews
- Don’t do this, and more importantly, do not incentivise people to give you a review – ‘I’ll give you a tenner if you leave me a 5 star review’ – this is against Google’s policy and they are actively clamping down on this!
- Letting reviews go stale
- Getting tonnes of reviews is great but if you start thinking ‘I have 100 reviews now I don’t need to bother with any more‘ you’re wrong – review recency and review velocity and key indicators to Google too.
Frequently Asked Questions:
Can I use both Google Reviews and Trustpilot at the same time?
Yes, and for growing businesses it makes sense. In my experience I reckon it's best to start with Google Reviews as your foundation - they're free and have the most impact locally. Once you're getting consistent Google reviews, you can layer in Trustpilot if you're selling online or trying to build brand trust beyond your local area.
Do Google Reviews help my website rank higher?
Not directly - Google Reviews improve your local ranking (Google Maps, local pack results) rather than your website's position in organic search. But indirectly, a well-managed Google Business Profile with strong reviews can drive more traffic to your site, which does help over time.
Can a bad Trustpilot review hurt my business?
Yes, particularly because Trustpilot profiles can rank in Google for your business name. If someone searches your business and a Trustpilot page with negative reviews appears on page one, that's a problem. This is one reason to be careful about setting up a Trustpilot profile before you're ready to actively manage it.
Is it against the rules to ask customers for reviews?
Asking is fine — incentivising is not. You can (and should) ask every customer to leave a Google Review. What you can't do is offer discounts, gifts, or payment in exchange for reviews. Google actively monitors for this and can penalise your profile.
Final Take:
If you only do one thing: Get your Google Reviews sorted first. Trustpilot is powerful, but it’s a layer, not a foundation. We’ve created a free download which can help you get your Google Business Profile set up: Google Business Profile Optimisation Guide
