Yes, businesses should try to get as many reviews and ratings as possible on their Google profile for better SEO. Google Reviews are a huge factor in domain authority and trust. If you have a very high rating from users, your business is seen as safe and trustworthy, leading to a higher rank. You are allowed to market for reviews and ask that customers rate your business. However, Google doesn’t want you to pay for positive reviews or discourage negative reviews. If you are reported for asking for only positive reviews, you could be penalized by Google. In addition, you can clean up inappropriate, spam, or otherwise erroneous reviews by flagging them on your Google My Business account. You can also reply to reviews and neutralize negative reviews by offering to talk to any users with complaints in order to resolve the problem. This shows that you’re proactive and lets others know that it isn’t an ongoing problem--as you are resolving it.