Back in 2019, Google declared that it would stop allowing reviews all "critical services" in the UK and Ireland. This included schools. So why mention old news? Because, despite this announcement, the implementation of the policy was uneven at best. With many schools still exposed to public reviews.
That is, up until now.
In January, the tech giant announced another update to its Business Profile policies, effective February 18, 2025. They will fully block and remove all reviews and ratings for schools in the UK and Ireland, regardless of type. The announcement was shared to many school profile account owners by email:
What's Changing?
- Removal of Existing Reviews: As of February 18, Google will delete all past reviews and ratings associated with schools on Google My Business pages.
- Blocking New Reviews: Schools will no longer feature a review section on their Google Business Profiles, preventing any future ratings or comments.
- Consistent Application: This update enforces Google's 2019 policy that was previously applied inconsistently. It recognizes schools as "critical services" and aims to protect them from potentially harmful reviews.
Why the Change?
The momentum for this update gained traction thanks to Justin Cowley, a deputy headteacher at Mendell Primary School, who spearheaded a petition that garnered the support of 60 school leaders from 50 institutions.
The whole thing was just about making a level playing field. So our school is judged, and other schools across the country, are judged fairly, and parents make an informed choice, not an outdated choice based on historic data.
- Mr Cowley, Deputy Headteacher at Mendell primary
The petition highlighted several issues:
- Outdated Information: Many schools were stuck with reviews that were over six years old, not reflecting recent improvements or the schools current state.
- Risk to Reputation: Parents often turned to Google's top search results instead of official ISI/Ofsted reports, which could lead to skewed perceptions.
- Inconsistent Policies: Despite some schools having their reviews disabled since 2019, others were still open to new ratings, creating a disparity in how schools were treated.
This policy adjustment is also a part of Google's broader strategy to balance the need for public information with the protection of institutions considered as "critical services."
Implications for Schools
With the removal of the review feature, schools will need to adjust how they manage their public profiles. School Business Profiles will continue to display essential information like contact details and photos, but will lack review functionalities.
Schools with a Pre-school or Nursery
It's currently unclear how this update will affect accounts with multiple categorisations that include nursery/pre-school functions. However a likely outcome is that these schools may benefit from creating either separate locations or separate profiles to retain the option of using reviews (new or existing).
Benefits of the policy
Whilst this may come as frustrating news to schools that have worked hard on garnering positive reviews, there are upsides to the new move.
With the elimination of Google reviews, also comes the elimination of one extra channel for school marketers to firefight. There will no longer be an uphill battle to eliminate fake reviews. To try and manually get reviews removed that may contain personal attacks against pupils or staff. And ultimately it means parents will be able to focus on official reports and the schools direct communication channels to learn more.
External review sites still matter
While reviews made directly on Google will be disabled, external resources (e.g. School Guide) will continue to show in appropriate placements.
If you'd like to get some no-obligation advice on how to improve your schools online visibility - reach out to our friendly team today.
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Meet The Author: Gretlin Aumre, Director of Services Gretlin has spent the last 15 years in marketing, both agency- and client-side, and has a rich understanding of digital marketing and content. With significant experience in the education sector, Gretlin joined Amplify in May 2024 as Director of Services. When she’s not collaborating on school campaigns, she’s spending quality time with her kids, immersed in art or lifting weights. |
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