First-party reviews live on your own website. Third-party reviews live on Google, Yelp, and other platforms.
Most guides about reviews focus entirely on Google Reviews. And Google Reviews matter enormously, I've spent the last 9 years helping businesses build their Google profiles, and review velocity is one of the most consistent ranking factors I've observed.
But there's a broader review ecosystem that most local businesses underuse. First-party reviews on your own website and third-party reviews on platforms beyond Google both contribute to local SEO and customer conversion in ways that are worth understanding separately.
Here's the complete picture.
It also pays to read up on Trustpilot vs Google Reviews.
First-party reviews are testimonials and reviews that live on your own website, collected directly by you from your customers, displayed on your pages.
Common forms include a testimonials section on your homepage or service pages, a dedicated testimonials page, star ratings generated from a review widget you control, video testimonials embedded on your site, and schema-marked customer quotes with star ratings.
First-party reviews are entirely within your control: you collect them, you decide which to display, and they live on your domain.
The tradeoff: because they're controlled by you, they carry less inherent credibility with skeptical customers. A smart consumer knows that a business showing reviews on its own website has selected favorable ones.
Third-party reviews live on platforms you don't control, Google, Yelp, Facebook, Healthgrades, TripAdvisor, Trustpilot, and others. Anyone can leave a review on these platforms, positive or negative, and you can't delete legitimate ones.
Because third-party reviews are independent of you, they carry higher credibility with consumers, especially Google Reviews, which are prominently surfaced in local search results and are perceived as the most verified of the major review platforms.
Third-party platforms also function as independent citation and trust signals for Google's algorithm, something first-party reviews on your website don't provide.
Third-party reviews (especially Google) affect your local SEO directly. Google Reviews contribute to your Google Maps ranking through review count, rating, recency, and response rate. Yelp and Facebook reviews don't directly affect Google Maps ranking, but they affect organic search visibility and consumer trust. Review schema on third-party platforms can generate star ratings in organic search results, and platforms like Healthgrades, Avvo, and TripAdvisor are also citation sources that contribute to domain authority.
First-party reviews affect local SEO indirectly. Review schema markup on your own website (displaying aggregate rating and review count) can generate star ratings next to your website in organic search, which increases click-through rates. A testimonials page provides additional indexed content and internal linking opportunities, and video testimonials increase dwell time (time on page), which is a behavioral signal.
The bottom line: third-party reviews are the primary driver of local SEO ranking impact. First-party reviews primarily affect conversion rates on your website.
📊 Flento Data: Based on Flento's analysis, businesses with 50+ Google Reviews rank in the Local Pack for competitive queries 3.2x more often than businesses with 10–20 reviews, holding all other factors constant. First-party website reviews alone don't replicate this effect.
Third-party reviews are more trusted by consumers. The research on this is consistent: people trust reviews on independent platforms (Google, Yelp) more than reviews on a business's own website, precisely because the business doesn't control what's shown.
For high-ticket decisions, choosing a doctor, a contractor, a lawyer, a real estate agent, customers do their third-party review due diligence before calling. First-party testimonials on your website are rarely the deciding factor.
First-party reviews serve a different trust function. They're most powerful at the conversion stage, when someone is already on your website and deciding whether to contact you. A testimonials section with a photo, a name, and a specific outcome ("Dr. Kim fixed my back pain after 3 sessions, I'd been in pain for 2 years") converts at a higher rate than the same information presented without the visual and personal detail.
The trust hierarchy: Google Reviews > Yelp reviews > Facebook reviews > Industry platform reviews > First-party website reviews.
That hierarchy doesn't make first-party reviews unimportant, it means they serve a different purpose in the conversion funnel.
A complete review strategy addresses both:
Priority 1: Google Reviews (third-party) Build your Google review count and recency consistently. This is your Maps ranking foundation. Goal: minimum 25–30 reviews, 4.5+ average, at least 2–3 new reviews per month.
Priority 2: Industry-specific third-party platforms For healthcare businesses: Healthgrades, Zocdoc, Vitals. For hospitality: TripAdvisor, OpenTable. For legal: Avvo, Martindale. For home services: Angi, HomeAdvisor. These platforms are where category-specific searchers look, and they're citation sources Google uses to evaluate your business.
Priority 3: Yelp (for applicable categories) For restaurants, salons, spas, and local service businesses in major metros, Yelp remains a significant consumer trust platform. Don't actively solicit Yelp reviews (it violates their guidelines), but don't ignore the platform, claim your listing and respond to reviews there.
Priority 4: First-party review display Embed your Google Reviews or a curated selection on your website using a review widget or manual showcase. Focus on: your homepage hero section, your contact page (highest conversion intent), and individual service pages.
🛠️ Action Step: Audit your current third-party review profiles today. For each platform relevant to your business type, note: claimed or unclaimed, review count, average rating, last response date. This is your priority list.
Universal (every local business):
By business category:
| Category | Priority Platforms Beyond Google |
|---|---|
| Restaurants | Yelp, TripAdvisor, OpenTable |
| Healthcare | Healthgrades, Zocdoc, Vitals |
| Legal | Avvo, Martindale, Justia |
| Home Services | Angi, HomeAdvisor, BBB |
| Beauty/Salon | Yelp, StyleSeat, Vagaro |
| Hotels/Hospitality | TripAdvisor, Booking.com, Expedia |
| Real Estate | Zillow, Realtor.com, Homes.com |
| Auto Services | RepairPal, CarFax Service, Yelp |
Prioritize 2–3 category-specific platforms beyond Google. Spreading too thin across too many platforms leads to unclaimed and unresponded listings, which is worse than not being on the platform at all.
💡 Pro Tip: Claim every major industry platform listing even if you're not actively soliciting reviews there. An unclaimed listing with bad reviews and no responses looks worse than no listing at all.
Flento's review management system focuses on the third-party platforms that drive local SEO impact, primarily Google Reviews. The automated review request system drives consistent Google review velocity, and the response dashboard keeps your response rate at 100% across all incoming reviews.
For first-party review display, Flento's Review Widget embeds your Google Reviews directly on your website in a format that's automatically updated as new reviews come in. This bridges the third-party to first-party display gap, your real Google Reviews become your website's social proof, maintaining both the credibility of third-party reviews and the conversion placement of first-party display.
✅ Done? Manage all your review platforms from one dashboard with Flento → Try Flento free
Do first-party reviews on my website count for Google SEO? Not directly for local Maps ranking. They can contribute to organic search rankings through review schema markup (star ratings in search results) and by improving user engagement metrics on your site. But Google Maps ranking requires third-party Google Reviews specifically.
Can I use customer quotes in my marketing if I don't have their explicit permission to use them as reviews? In a general testimonial context (attributing a quote to "John D., Dallas TX"), this is typically fine if the customer provided the quote for that purpose. As a formal review with schema markup (which Google treats as more official), you should have explicit permission. When in doubt, ask.
Should I respond to negative reviews on industry platforms like Healthgrades? Yes. The same principles apply as Google Reviews, a professional, specific response shows prospective customers how you handle issues. Negative reviews with no response look worse than negative reviews with a genuine, thoughtful reply.
Is Yelp worth managing for a home service business? Yelp varies significantly by market and business type. In major metros (NYC, SF, Chicago, LA), Yelp remains highly relevant for home services. In mid-size markets, its impact is lower. Check whether your top local competitors have active Yelp presences, if they do, yours matters. If they don't, it's lower priority.
