In the digital age, online reviews have become crucial for small businesses, influencing consumer decisions and shaping their online reputation. To help small business owners navigate the world of online reviews effectively, Moz conducted the Local Business Review Survey Report. In this blog post, we will summarize the key findings of the report and provide actionable insights for small business owners.

Importance of Online Reviews:

The survey report highlights the significance of online reviews in shaping consumer behavior. A staggering 93% of participants stated that online reviews impact their purchasing decisions. This finding emphasizes the critical role that online reviews play in attracting and retaining customers.

Quantity and Quality of Reviews:

The study reveals that both the quantity and quality of reviews are crucial for small businesses. Consumers are more likely to trust a business with a higher number of reviews, as it instills confidence in the business’s credibility. Additionally, businesses with a mix of positive and negative reviews appear more authentic, which fosters trust among potential customers.

Trust and Authenticity:

Trust is a vital factor in consumer decision-making, and the survey report affirms this. Approximately 72% of participants claimed that they trust a local business more if it has positive reviews. Small business owners should strive to build a collection of genuine, honest reviews to enhance their reputation and establish trust with potential customers.

Influence of Review Ratings:

The study highlights the significant impact of review ratings on consumer behavior. A whopping 68% of respondents stated that positive reviews make them more likely to choose a local business. Conversely, negative reviews have a strong deterrent effect, with 40% of participants claiming they would avoid a business with negative reviews.

Responses to Reviews:

The survey emphasizes the importance of actively engaging with online reviews. A staggering 89% of respondents stated that they read businesses’ responses to reviews, indicating that consumers value businesses that take the time to address customer feedback. Small business owners should respond to both positive and negative reviews promptly and professionally, demonstrating their commitment to customer satisfaction.

The Power of Review Responses:

The report highlights that review responses not only impact the reviewer but also influence potential customers. A significant 94% of participants stated that a business’s response to a review improved their perception of the business. By addressing customer feedback openly and transparently, small business owners have an opportunity to showcase their commitment to excellent service.

Encouraging Reviews:

The study reveals that consumers are generally open to leaving reviews when asked. A remarkable 70% of respondents stated that they would leave a review if asked by a business. Small business owners can capitalize on this by proactively encouraging satisfied customers to leave reviews. Utilize various channels, such as email campaigns or in-store signage, to make the request and simplify the review process.

Monitoring Online Reputation:

Small business owners must be vigilant in monitoring their online reputation. The survey found that 79% of respondents read a business’s response to reviews on review platforms. It is essential for business owners to regularly check review platforms, social media channels, and industry-specific websites for mentions of their business. By promptly addressing feedback and resolving any issues, small businesses can maintain a positive online presence.


The Moz Local Business Review Survey Report provides valuable insights into the world of online reviews and their impact on small businesses. Understanding the importance of online reviews, encouraging customer feedback, responding to reviews, and monitoring online reputation are key strategies for small business owners to enhance their online presence and build trust with potential customers. By leveraging these insights, small business owners can effectively navigate the realm of online reviews and position themselves for success in the digital marketplace.