When it comes to attracting new customers for your automotive business, glowing online reviews are golden. They’re also easily manipulated. Fake reviews are big business, and some SEO companies rely on the practice as a way to get some immediate results. Since customers put a huge weight on reviews and companies believe that a multitude of positive online reviews can increase their website ranking, many shops try to boost their attractiveness with fake online reviews. However, fake reviews always ultimately hurt your business.

Why You Should Never Fake Online Reviews

1. The first and most significant reason is that it’s more than a bad idea; it’s illegal. Posting fake reviews can lead to trouble with the FTC and result in steep fines for your business.

2. Fake reviews hurt your shop’s reputation. Most customers can spot a fake review a mile a way and believe any company engaging in the practice probably can’t get a good review on their own.

3. Unless the reviews are from actual customers, then search engines like Google will penalize your website. Once your website has been penalized it is very hard to build your rank back up. And while you’re working hard to recover, the competition is getting ahead.

4. Some sites, like Yelp, publicly shame businesses caught paying for fake reviews. As soon as you’re caught, they put a giant badge at the top of your listing, letting visitors know that you paid for fake reviews. Try changing the mind of a potential customer who’s seen that.

5. They aren’t as effective as organic SEO contributors, such as blogging and directory listings- so why take the risk?

So how do you drive more people to your automotive business and your website? It all starts with authenticity.

1. Provide great customer service. Nothing trumps great service in influencing present and potential customers. When you provide great service, customers are far more likely to come back, recommend your services to friends and provide rave online reviews.

2. Grow your online influence organically. Be present and active in top local listings like Google Places, Google+, and Yelp.

3. Be patient. Solid and lasting results take time. Your efforts in providing a top notch automotive service along with your efforts in growing your online results organically will pay off huge dividends in the end.

Search engines are always developing new ways to weed out fake reviews, and the government is taking the problem seriously. Promoting your automotive business with fake reviews is just not worth the results, or the trouble. Instead, focus on building a shop built on integrity and the customers will find you.