When a prospective family searches for your school online, those comments and stars on your school’s Google Business Profile review section can often shout the loudest. But for years, Google's online reviews have been a long-simmering pot of confusion, and it’s finally coming to a boil: Google is removing its reviews for schools from its Business Profile.

For context, for what feels like ages, many of you have likely noticed a strange silence on your Google Business Profile. The stars and reviews that might have once been a source of pride (or perhaps a source of anxiety) seemed frozen in time. 

No new feedback was coming in, but the old reviews lingered. It was a digital limbo, and frankly, a bit of a headache for those trying to present an accurate and updated picture of their school online.

The backstory here is that Google quietly stopped allowing new reviews for primary and secondary education. This move, though not loudly announced, left many scratching their heads. Now, Google has officially communicated the rationale behind this shift, stating that it aims to "prevent unhelpful or prank reviews" and align with Google Maps policies.

Why is Google Removing Reviews for Schools?

For years, the understanding was that school reviews on Google could often become a battleground for emotionally charged opinions that aren't always constructive or relevant (think of the disgruntled students or staff from years past, and the comments that went far off-topic...) Maintaining a helpful and accurate review system in this context was challenging, to say the least. 

While there wasn't a formal, widely publicized announcement at the exact moment this change occurred, it probably stemmed from a few factors: 

• The Nature of School Reviews: Unlike reviews for typical businesses, feedback for schools can often be highly subjective and emotionally charged. These reviews might stem from temporary frustrations, personal conflicts, or opinions that don't necessarily reflect the overall quality of the institution.
   
• Potential for Misuse: The open nature of online reviews can, unfortunately, lead to instances of misuse, including the posting of inauthentic, harmful, or off-topic content that can unfairly impact a school's reputation. After all, this could even include reviews from individuals with no direct connection to the school.
   
• Focus on More Reliable Information: Google likely recognized that for prospective families, official sources of information, like the school’s websites, third parties, and direct communication with the school, might offer a more reliable and comprehensive understanding of the school than one individual with potentially biased reviews.
   
• Inconsistent Application: Over the years, there were inconsistencies in how the reviews were applied to schools, with some schools still receiving reviews while others did not. This created an uneven playing field.

So, Google has officially announced that, starting April 30, 2025, existing reviews and ratings for institutions categorized as "General Education Schools" (that's your primary and secondary schools, not pre-schools or higher education) will be removed from Google Maps.

Google explained that this was to prevent bad actors, noting that this change applies to general education school listings worldwide to prevent unhelpful or prank reviews. The rationale, as stated by Google, is to align with their policies.

It’s essential to recognize that this policy applies to all institutions classified as “General Education Schools,” regardless of their organizational structure. This means that schools run by churches, like many Catholic and Lutheran primary and secondary schools, will also have their reviews removed if they fall under these Google categories.

It’s also important to note that Google defines "General Education Schools" as those that provide primary or secondary education. If you think your school is incorrectly categorized (e.g., a specialized learning center), Google advises that you can change your Google Business Profile category before April 30, 2025, to potentially prevent review removal.

Google is Removing Schools’ Existing Reviews & Ratings — Now What?

So, what does this mean for you and your school's online presence?

First, the obvious: those star ratings you might have been showcasing (or perhaps trying to downplay) will disappear. That chapter is closing. Moving forward, your Google Business Profile will no longer display an aggregate review score.

Second, and perhaps more significantly, the avenue for public reviews directly on your Google listing will be shut down completely. Parents, students, and community members will no longer be able to leave new star ratings or written feedback, and all historical reviews will be removed from Google's search results and business listings.

Now, before you panic or celebrate, let's think about the implications and what you can do.

What This Means for Your Online Reputation & School Marketing Strategy

• A Clean Slate: In some ways, this is an opportunity. If you had older or less favorable negative reviews dragging down your overall score, their removal offers a fresh start.
   
• Shifting Focus: Your energy should now be directed toward other avenues for showcasing your school's strengths and gathering positive feedback (more on this later).
   
• Importance of Other Platforms: This change underscores the role of quotes on your school's website, parent surveys, and potentially even carefully managed feedback through other platforms that you control. 
   
  • If your school uses a parent portal or a dedicated school app for communication, you might include a feature for parents to submit positive feedback or appreciation notes. These aren't public reviews in the same way Google's were, but they provide a valuable internal collection of positive sentiment that can be used (again, with permission) as stories or to inform your marketing messaging.
     
• Accurate Categories are Key: Google's message highlights the importance of making sure your Google Business Profile is correctly categorized. If you believe your institution is not a "General Education School," you can adjust this in your profile settings. This could be relevant for specialized educational centers or programs.

What You Can Do to Enhance Your School’s Online Presence

Optimize Your Google Business Profile: Even without reviews, your GBP is a powerful tool for local SEO. Make certain all your information is accurate, up-to-date, and compelling. High-quality photos, detailed descriptions of your programs, and consistent updates and event information are still crucial.

Showcase Testimonials on Your Website: Your school's website is your central hub. Prominently feature positive testimonials from satisfied parents, successful alumni, and happy students. Similar to the ones found on Fenn School’s website, these firsthand accounts build trust.

Keep Reading: Success Stories: Showcasing the Best Student Testimonials

Leverage Social Media: Platforms like Facebook, Instagram, and LinkedIn provide opportunities for parents and students to share their positive experiences by writing reviews. Encourage engagement and share these stories!

Consider Third-Party Review Sites (with Caution): While Google reviews are going away, other platforms still exist. However, approach these with care, because the same challenges of unverified and potentially unhelpful feedback can arise. Focus your efforts on channels you can influence and manage.

Keep Reading: 5 Stars! How to Improve Your School's Online Reviews

Actively Seek Feedback: Send out regular surveys for parents and students to gather insights and positive comments you can then use internally and potentially as testimonials (with permission). Missouri’s Oakhill Day School collects and shares testimonials from its community, which is a great way to start building a cache of positive feedback from different members.

Focus on Search Engine Optimization (SEO): With one less ranking factor (reviews) in the mix, strong SEO for your website becomes even more critical. Make certain your site is optimized for relevant keywords and phrases that prospective families are searching for (e.g., "[your town] elementary school," "best high schools near me with X”).

Key Takeaway

This shift by Google, while perhaps initially surprising, ultimately provides a more accurate representation of schools online. It encourages us to focus on the channels we control and to proactively share the wonderful things happening within our communities. Think about embracing this change and see it as an opportunity to amplify your stories and connect with your audiences in more meaningful ways.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.