Do customer reviews have an expiration date?
They may not technically expire, but recent research shows that consumers place far more value on fresh reviews than many business owners realize.

BrightLocal’s 2026 Local Consumer Review Survey found that 74 percent of consumers seek reviews written within the last three months. Thirty-two percent look specifically for customer feedback posted within the last two weeks.
That does not mean older reviews are worthless.
Older reviews help establish your history, consistency, and long-term reputation. But fresh reviews provide current proof that customers are still choosing your business and having positive experiences.
A business with dozens of five-star reviews from several years ago may still appear less active than a competitor receiving new customer feedback every week.
As AI-powered tools become a larger part of local business research and recommendations, maintaining a current and accurate reputation across the internet becomes even more important.
Reviews should not be treated as trophies collected once and displayed forever.
Businesses need a simple and consistent process for requesting honest customer feedback, responding personally, and keeping their review profiles current.
Your old reviews show your history.
Your fresh reviews show your momentum.
And in modern search, current trust matters.

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