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If you’re like most people, you prefer to work with companies you trust. For this reason, we often turn to family and friends for recommendations when looking for a specific business, product, or service. And when we can’t find a recommendation from someone we trust, we often turn to online reviews as the best bet.

Google reviews are now an integral part of the buyer’s journey, with 77% of consumers saying they “always” or “regularly” read online reviews when researching local businesses. And the more expensive or riskier the product or service, the more people will pay attention to reviews.

Most people start by searching on Google. You often see Google Reviews for Google Business Profiles prominently at the top of search engine results pages (SERPs).

It’s important for local businesses to have reputable Google Business Profiles with solid 5-star reviews from happy customers.

Online reviews are important to local businesses for a number of reasons.

First, consumers rely on online reviews to help them decide which local business to choose when it comes to products and services.

According to BrightLocal’s Local Consumer Reviews Study, 92% of consumers said negative reviews made them less likely to use a business.

Additionally, 79% of respondents said they trust reviews as well as personal recommendations from friends or family.

So those little stars that appear in the knowledge panel of your Google Business Profile have an impact on what searchers think of your business and how they make purchasing decisions for your local business.

Another reason reviews are important is that they affect local rankings.