The importance of reviews and ratings – positive and negative – can't be overstated in local search. In terms of consumer motivation, it's all about informing others or rewarding a business for its excellent product/service. In today's Vertical Challenge column, "Online Reviews: Tips, Tricks, and Secrets for Advertisers and Publishers," local search expert Gregg Stewart notes that how you react and interact with the online version of word-of-mouth referrals can have important implications for your business.
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