Almost 9 out of 10 potential customers have a vested interest in the experiences that their fellow consumers have faced, and that’s why online reviews have become so crucial to local SEO. Your customers are looking for evidential proof that your business can offer them the experience they’re looking for, so genuine and positive online reviews from satisfied customers can go a long way in building your credibility. But don’t forget, it’s not just fairy tales that your customers are looking for. Nearly 85% of customers actively search for negative reviews that warn them away from businesses, showing hesitation clearly remains until the real thing has been experienced. Make sure you not only encourage positive reviews but are also vigilant of the less favorable experiences shared by your customers.