If you’re an agency helping clients compete in local search, there’s one problem you can’t ignore: fake reviews.
At AmpUp 2025, Jason Wortham, co-founder of The Transparency Company, delivered one of the most urgent and eye-opening sessions of the event. Titled Leveling the Playing Field: The Fight Against Fake Reviews, his talk exposed just how widespread review fraud has become—and what agencies can do to protect their clients.
This wasn’t fearmongering. It was a blueprint. For agencies serious about reputation, ranking, and ethical advantage, this session was a call to action.
Here’s what Jason shared, and why it matters more than ever.
The Reality: Fake Reviews Are an Industry, Not an Anomaly
Jason opened with a sobering fact:
“In some categories and cities, upwards of 40% of reviews are fake.”
He wasn’t talking about bots or spam. He was talking about intentional manipulation: businesses buying reviews, stuffing competitor profiles with negatives, or using burner accounts to boost visibility.
“It’s not a few bad actors. It’s an unregulated economy.”
This puts ethical businesses at a disadvantage and makes honest agencies look slow by comparison.
Google Isn’t Equipped to Catch It All
As a former digital marketer turned fraud investigator, Jason offered a unique perspective:
“Google does remove reviews, but not nearly fast or consistently enough. Their systems are good, but they’re reactive. And fake review networks evolve faster than the algorithms.”
He shared examples where:
- Fake reviews stayed live for months despite flags
- Suspicious profiles boosted visibility with no real-world presence
- Ethical clients dropped in rankings simply because they refused to cheat
The Human Toll: Lost Revenue and Reputation
Jason emphasized that this isn’t just a ranking issue. It’s a revenue issue.
“When fake reviews dominate a category, real businesses suffer. Good providers lose trust, leads, and customers.”
He shared data from Transparency Company audits showing:
- A direct link between fake review presence and map pack placement
- Real businesses losing 20–40% of leads to fraud-fueled competitors
“We’ve heard from doctors, attorneys, and contractors who can’t figure out why they’re slipping—until we audit and find the manipulation.”
The Agency Opportunity: Defense Is Strategy
This is where the conversation turned toward proactive agency leadership.
“Agencies have a choice. You can let clients get buried by fake competition, or you can step up and become their defense team.”
Jason argued that review protection is no longer optional. And it’s a unique opportunity for agencies to differentiate:
- Provide audit services that expose manipulation
- Offer reputation defense alongside generation
- Help clients file takedowns effectively
How the Transparency Score Works
One of the key tools Jason and his team developed is the Transparency Score, a system that audits and rates the authenticity of a business’s review profile.
“It’s not just about counting stars. It’s about verifying reality.”
Their score evaluates factors like:
- Review velocity patterns
- Profile age and behavior
- Text similarity
- Reviewer footprint and credibility
Agencies can use this tool to:
- Benchmark clients against competitors
- Uncover fraud targeting their accounts
- Create visual, shareable reports that tell a clear story
Introducing GatherUp’s Fake Review Defense
In response to this growing problem, GatherUp has introduced Fake Review Defense—a new service that gives agencies and clients tools to:
- Detect suspicious activity
- Validate real reviews
- Flag and report spam
It’s built to integrate with existing review management workflows, combining the strengths of The Transparency Company’s detection engine with GatherUp’s feedback and engagement tools.
“You can’t out-generate fraud. You have to challenge it, too.”
Now agencies can offer not just growth, but protection.
What Ethical Agencies Should Do Right Now
Jason offered a clear roadmap for agencies that want to move from reactive to protective.
1. Educate Clients About Fake Reviews
- Explain what review fraud is and how it works
- Show examples from their industry or market
- Normalize reputation defense as part of SEO
2. Run a Transparency Audit
- Use tools like the Transparency Score to identify fraud
- Compare clients to competitors
- Create a baseline for future monitoring
3. Layer in Defense With Review Strategy
- Build review generation and monitoring together
- Set alerts for unusual patterns
- Respond quickly to suspicious activity
4. Partner With Platforms That Take It Seriously
- Use platforms (like GatherUp) that integrate fraud detection
- Automate review validation workflows
- Combine defense with engagement and conversion tools
“If you’re only playing offense, your clients are exposed. Defense is where you build trust.”
The SEO Angle: Clean Profiles Perform Better
Jason made a point that resonates deeply with agency strategists:
“A clean review profile isn’t just ethical; it ranks better.”
Why?
- Google’s algorithm is increasingly tuned to credibility signals
- Suspicious review patterns can trigger filters
- Strong, balanced profiles support click-through and conversion
He added:
“We’ve seen accounts regain map pack visibility after removing fake competitor reviews. It’s not just theory.”
Ethical Reputation = Long-Term Advantage
One of the strongest arguments Jason made was about brand equity.
“You can’t buy trust at scale. But you can lose it really fast.”
Agencies who protect their clients now, by helping them build, grow, and defend their online reputation are improving rankings while building lasting brand strength.
GatherUp’s Fake Review Defense is part of that equation. By giving agencies the tools to identify fraud, respond with data, and maintain authentic review ecosystems, it turns reputation into a true moat.
Final Thought: Let Integrity Be the Advantage
Jason closed the session with a challenge:
“If the system’s rigged, don’t walk away. Help fix it. That’s how you win.”
For agencies competing in saturated markets, the path forward isn’t shortcuts. It’s integrity plus action.
It’s defense plus growth.
And now—with tools like GatherUp’s Fake Review Defense—you can offer both.
