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What Is Review?
Trust & Reputation
Updated 18 September 2026
Quick Answer
A review is a customer's public rating and comments about a business — a core trust signal for both potential customers and, increasingly, AI tools deciding which businesses to recommend.
Review vs. Testimonial — What's the Difference?
| Review | Testimonial | |
|---|---|---|
| Where it lives | Third-party platforms (Google, Yelp, Facebook) | Curated by the business itself, often on their own website |
Why It Matters
- Reviews are one of the most consistently cited signals AI tools use when deciding which businesses to recommend for a local search.
- Volume, recency, and how a business responds all matter — not just the star rating alone.
How It Works
- A customer leaves a public rating and written comment after an experience.
- The business ideally responds, whether the review is positive or negative.
- Search engines and AI tools read both the ratings and the language within reviews as signals.
Key Takeaways
- A review is a customer's public rating and comment, distinct from a curated testimonial.
- Volume, recency, and response rate all matter, not just star rating.
- Reviews increasingly feed AI recommendation systems, not just traditional search.
Frequently Asked Questions
Can I ask customers to leave a review?
Yes — a direct, honest ask after a successful job or purchase is standard practice, as long as you never write or edit the review yourself.
Should I respond to negative reviews?
Yes — a thoughtful, professional response to a negative review is itself a trust signal to anyone reading it later.
Do reviews really affect AI search visibility?
Yes — review volume, recency, and response activity are consistently named among the signals AI tools use to decide which businesses to mention.