Social proof is as important as it has always been. I like to tell my clients that the internet is like high school. If you get a bad reputation, word gets around. The same can be said about online reputation. Reviews are important in regards to a specific product and also service provider. BrightLocal’s local consumer review survey, shows that 88% read reviews to determine the quality of a local business. Google reviews in my opinion is the most important source. It is most accessible and reviews will also affect rankings in local results.