Reviews, routed
The review is the highest-trust asset a company has. Asking for it well, from the job, to the right place, is a system, and the rules are simple.
June 10, 2025·Revised September 29, 2026
Reviews decide the click in local search and the trust on every page after it. They are also the marketing asset most companies leave to chance. The system for earning them has four parts and none of them bend Google's rules.
Ask everyone, after the job
Google's guidelines prohibit selective asking and any reward for a review. So ask every customer, the same way, after the job is done. The request goes out from the job record, automatically, when the status changes to complete.
Make it one tap
A direct link to the review form, on the platform that matters for the market. For most companies that is Google; for some it is also an industry site. The link goes in the email and the text, and nothing else is in the way.
Route, and capture the private feedback
Ask first how the job went. A happy customer gets the link. An unhappy one gets a form that goes to the owner, and a call. That is not review gating, which Google prohibits; it is asking for feedback before asking for a review, and it is how problems get fixed before they are public.
Answer every one
Every review gets a reply, within a day, from a person. It is read by the next buyer more carefully than the review itself.
Then let it rank
A reputation hub, a site that collects and displays the reviews, with schema, ranks on its own for the company's name and the trust terms around it. Minne Movers' hub is part of its stack.
Ask everyone, after the job, with one tap, route the unhappy ones to a person, and answer all of them. Automate the asking and the rest follows.
More notes
Answer engines: what changes when the result is a sentence
Google's AI Overviews, ChatGPT and Perplexity answer in prose and cite a few sources. Getting cited is the same discipline as ranking, applied more carefully.
Search
Local search, as a system
Business profile, service pages, market pages, citations and reviews. Five parts, one structure, and a report that says which market produced the job.
Search
Google or Meta: intent decides, attribution settles it
Search reaches the buyer who is already looking. Social reaches the one who is not yet. Which to fund is a question the CRM answers, not the platform.
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