From next week on Tuesday 18th February 2025, it is reported that Google will turn off reviews on Google Maps for general education schools in the UK and Ireland. This follows growing concerns from school leaders about how outdated, misleading, and sometimes harmful reviews have impacted school reputations.
To say this is timely would be a real understatement, for too long this has been an issue for so many, ultimately for the schools but also frustrating for parents and the school support services and agencies who try to help.
The Guardian and Schools Week have followed the story with a deputy headteacher from Mendell Primary School, Justin Cowley, who raised a petition highlighting the flaws and inconsistencies in Google’s review system. Commenting that schools were judged by comments left six to ten years ago, leading to a ‘search engine lottery’ where historic reviews shaped public perception – regardless of recent improvements or Ofsted ratings.
The Guardian also commented, bringing in a Google spokesperson to verify…
“We regularly evaluate our policies and features to ensure we provide the most helpful information to users. After careful consideration, we have decided to remove user-submitted reviews and ratings for schools in the UK and Ireland.”
This is a significant shift in how parents discover and evaluate schools online. With Google reviews no longer part of the decision-making process, how should schools now adapt?
Why This Change Matters for Schools?
For a good many years, schools have raised concerns about Google’s review system, which often failed to reflect reality. From my conversations with schools, I can confirm first hand that a good number of them have been left frustrated. Their hard-earned 5 star parent reviews simply not showing up and for no apparent reason (with all the checks around copy and images completed). So, the removal of reviews levels the playing field and allows parents to make decisions based on reliable, up-to-date information, rather than unverified opinions.
Here’s why this decision benefits both schools and families:
✅ No More Outdated Reviews – Some reviews were six to ten years old, meaning schools were judged based on past issues rather than their current standards.
✅ Protection from Malicious or Fake Reviews – Some schools suffered from hoax reviews, prank comments, and even personal vendettas, with little recourse to challenge them.
✅ End of the ‘Search Engine Lottery’ – Schools with historic negative reviews were unfairly disadvantaged, while others benefited from outdated positive feedback. Now, all schools start fresh.
✅ Shift to More Trustworthy Information – With reviews gone, parents will rely more on school websites, Ofsted reports, and direct conversations, leading to better-informed choices.
What Schools Should Do Next
With Google reviews disappearing, schools will need to take more control of their online presence to ensure prospective families receive accurate and compelling information.
Here’s how:
🔹 Optimise (review>check>update) Your Website & Google Business Profile – Ensure your school’s website is up to date, with clear admissions information, a strong homepage, and parent testimonials. Your Google Business Profile will still appear in searches, and if you run a dashboard/scheduling solution so keep contact details, photos, and key information updated.
🔹 Leverage Parent & Pupil Testimonials – Reviews may be gone from Google, but they remain powerful. Showcase authentic testimonials on your website, social media, and marketing materials.
🔹 Strengthen the Digital channels and seek to keep the Social Media Engagement strong – With Google reviews removed, Instagram, Facebook and LinkedIn will play an even bigger role in how parents discover and engage with schools. Post regularly, share success stories, and encourage parent interaction.
🔹 Improve SEO (Search Engine Optimisation) & Content Strategy – If reviews are no longer influencing search rankings, ensure your website and content appear in search results by focusing on high-quality, informative content for parents.
A Positive Shift for School Reputation Management
This decision from Google undoubtedly shifts the power back to schools. Instead of being judged by unreliable reviews, schools can now proactively shape their online narrative through their website, social channels, and direct parent engagement. Now is the time to consider the school brand and the strategy you want to take forward making and create your own positive message for parents to appreciate.
In the wise words of Justin Cowley, who spearheaded this campaign by getting a about 50 or so schools on board, commented: “The whole thing was just about making a level playing field… so schools are judged fairly, and parents make an informed choice, not an outdated choice based on historic data.”
Bringing It All Together
And finally, as I have been seeking reassurance that this switch-off will happen, this quote by Google within The Guardian confirms… ”We will turn off reviews on Google Maps for general education schools in the UK and Ireland due to consistent off-topic and harmful reviews on those places. This is part of our ongoing work to keep information on Maps helpful.”
This is more than just a policy update – it’s an opportunity for schools to take charge of their school branding and ensure prospective families see them at their best.
What do you think? How should schools adapt to this new reality?
Are you ready to review your Brand Strategy to help carve out your next marketing campaign?
Nick Richardson, Director, MA for Schools & DES team
Sources: Schools Week, The Guardian, Google
Image credit: Pixabay
