From Stars to Skepticism: How Reviews Evolved & Why Trust Is Declining - Sammy Paget Interview Part1

04/10/25 • 29 min

01:59 Evolution of Consumer Review Behavior
05:03 Trust in Reviews: A Declining Trend
08:14 The Impact of Fake Reviews and AI
14:18 Alternative Review Platforms and Their Trustworthiness
19:30 Key Findings from the 15-Year Review Study
22:07 Best Practices for Review Solicitation
29:22 Consumer Expectations and Business Responses
In this episode, Greg Sterling, Mike Blumenthal, and guest Sammy Paget from BrightLocal dive deep into 15 years of consumer review research trends. Sammy shares insights from BrightLocal’s long-running consumer review survey, highlighting how online reviews have evolved from novelty to necessity in the purchase journey. But as the role of reviews has grown, so has consumer skepticism.
The trio discusses the sharp drop in review trust, the increasing sophistication of fake reviews—especially those powered by AI—and the paradox that while people trust reviews less, they still rely on them heavily. They also explore the growing use of alternative platforms like local news, YouTube, TikTok, and Reddit as sources of business recommendations. Plus, they examine generational behavior and cultural differences in review reading habits.
Whether you're a local business owner or just fascinated by how we evaluate things online, this segment is packed with context and conversation on how trust and behavior around reviews is shifting—and what that means moving forward.

Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a text

Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Previous Episode

Google’s Euro DMA Headaches, GBP Local Chaos AND Uncharacteristic Google Comms & AI Search Futures

Send us a text

In this milestone 200th episode, the NearMemo crew unpacks Google’s mounting regulatory woes in Europe, including fresh scrutiny under the Digital Markets Act. Mike breaks down a storm of GBP bugs and business suspensions and ponders the fact that Google is actually admitting to them.. Greg steers the convo into the evolving future of search—where AI, chat interfaces, and user expectations are reshaping everything. From legal battles to UI battles, it’s clear: the search landscape is shifting fast.
00:00 Celebrating the 200th Episode (sort of)
01:23 Europe to Google: Play Fair or Pay Up
13:48 Google’s GBP Meltdown: Bugs, Delays & Suspensions—Oh My! And They Admit It!
21:42 The Future of Search: Bing’s Chance, Google’s Dilemma, and the Chat UX Revolution
Takeaways

David discusses his recent trip to Europe and the implications of the Digital Markets Act (DMA).
The DMA aims to create a fairer digital market, particularly regarding Google's self-preferencing practices.
There is a lack of awareness among marketers in Europe about the DMA and its potential impact.
AI overviews from Google may fall under the DMA's regulations due to their proprietary nature.
The conversation highlights the need for businesses to adapt to changes in search interfaces driven by AI.
Google's current challenges with Business Profiles are causing significant issues for businesses.
Google, in uncharacteristic fashion actually admitted to these problems. Is this a new, more transparent Google or just a temporary change because so much has gone so wrong in such a short time.
The hosts discuss the potential for Bing to innovate and capture market share in the evolving search landscape.
Marketers should monitor traffic and visibility in AI platforms like ChatGPT and Copilot.
The hype around AI in search is significant, but its impact on traffic is still developing.
The conversation emphasizes the need for marketers to stay informed and adapt to rapid changes in the digital marketing environment.

Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Next Episode

The Future of Reviews: What Businesses Need to Know

Send us a text

Greg Sterling, Mike Blumenthal, and Sammy Paget of BrightLocal discuss the evolving landscape of consumer reviews, focusing on how consumer behavior has changed over the years, the importance of businesses responding to reviews, and the impact of AI on review management. They explore the future of reviews, the decline in trust, and Google's policies regarding review authenticity, emphasizing the need for businesses to prioritize customer service and engagement.
00:00 Consumer Expectations and Business Responses
02:59 The Importance of Customer Engagement
06:25 Common Mistakes Businesses Make with Reviews
08:24 The Future of Reviews and AI Integration
13:50 Trust and Alternative Sources of Information
17:42 The Role of AI in Review Management
22:43 Google's Trust Report and Review Management
27:27 The Impact of Reviews on Education Institutions
30:49 Final Thoughts on Reviews and Business Practices
Takeaways
•Consumers expect businesses to respond to all types of reviews.
•89% of consumers are likely to use businesses that respond to reviews.
•Engagement through review responses can boost a business's reputation.
•AI is changing how reviews are summarized and presented to consumers.
•Trust in online reviews has declined, leading to alternative sources of information.
•Businesses should focus on delivering excellent service to encourage positive reviews.
•Google's aggressive removal of reviews aims to restore trust in the platform.
•The badge of shame for manipulated reviews may not significantly impact consumer behavior.
•Review responses should be thoughtful and engaging to signal business engagement.
•Businesses need to view reviews as valuable feedback for improvement.