Most surveyors can compete in the local map pack by matching the median review count of the current top 3 in their market, then adding a buffer of 20 to 30%. In small towns this is often 15 to 30 reviews. In mid sized cities 40 to 80. In large metros 100 to 250. Quality, recency, and response rate also matter.
Google ranks surveyors in Maps using relevance, distance, and prominence. Reviews primarily influence prominence and click through. The right target is not a fixed number, it is the number required to outperform the competitors who already appear for your highest value terms.
Set your target with a fast audit
- Pick 5 to 8 money terms. Examples include “land surveyor [city],” “ALTA survey [city],” “construction staking [city],” and “topographic survey [city].”
- For each query, record the review count and rating of the top 3 firms in the map pack.
- Find the median of those counts across all queries.
- Set your target as median plus 20 to 30%. This creates a buffer so you stay competitive when rivals add reviews.
Example: If the median of the top 3 is 52 reviews, aim for 65 to 70. In a small town where the median is 18, aim for 22 to 24.
Quality and velocity beat raw totals
Review count is only part of the story. These five signals often decide ties.
- Average rating: Stay at 4.6 or higher. Below 4.2 will hurt conversions even if you rank.
- Recency and velocity: Add 4 to 6 new reviews per month in most markets. A steady cadence beats a bursty pattern.
- Keywords in reviews: Do not script text, but encourage clients to mention the project type. A sentence like “ALTA survey for a multifamily site” is helpful.
- Owner responses: Reply to every review within 3 business days. Use natural language, reference the project type, and sign with a name.
- Profile completeness: Choose the correct category, add services, business hours, photos of crews and instruments, and a coverage description. Reviews work better when the profile is strong.
Where to focus by market size
Use these rule of thumb thresholds as a planning guide. Your audit should set the final number.
- Rural or small town: Compete at 15 to 30 total reviews, then keep a consistent 2 to 4 per month.
- Mid sized city: Plan for 40 to 80 reviews with 4 to 6 per month.
- Large metro or highly competitive niches: Expect 100 to 250 reviews, especially if you target ALTA or construction staking work.
How to earn reviews without nagging clients
Ask at natural milestones.
- Boundary or mortgage survey: ask after the final PDF is delivered.
- ALTA or staking: ask when the PM acknowledges deliverables or the GC signs off.
- Topographic or scan to BIM: ask when the civil or architect confirms file formats and layers are correct.
Make the ask easy.
- Send a brief email and a text with your direct review link.
- Provide one sentence guidance. Example: “If you can, mention the service and city so others know what we did for you.”
- Never offer incentives and never filter negative feedback. Review gating violates platform policies.
Use a light template.
“Thanks for trusting us with your [service] in [city]. Your feedback helps other clients choose a qualified surveyor. If you have a minute, would you share a short review here [link]? It means a lot to our crew.”
Route unhappy clients to a fix first.
Add a private feedback option to your email signature and contact page. Solving issues quickly preserves your rating and often leads to a positive public review later.
Measure what matters
- Review count vs target: Track total and the gap to your benchmark.
- Monthly velocity: 4 to 6 per month is a healthy default.
- Rating distribution: Watch the share of 5 star and 4 star reviews.
- Conversion lift: Monitor calls and requests from Maps. More reviews should improve both ranking and the rate at which people contact you.
Bottom line
There is no universal number for surveyors. The winning approach is to audit the leaders in your market, exceed the median by 20 to 30%, and maintain a steady flow of authentic reviews. Pair that with a complete GBP, quick owner responses, and a website with strong local surveyor SEO. Do that and your surveying firm will rank more often in the map pack and convert more of those views into booked work.