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
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
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.
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.
