Customer ratings and written feedback on third-party platforms that influence trust, conversion and local rankings.
ID
SS-DF-134
Confidence
High · 85
Evidence
Established
Updated
2026-07-08
Definition
Customer ratings and written feedback on third-party platforms that influence trust, conversion and local rankings.
Online reviews are the star ratings and comments customers leave on platforms such as Google, Trustpilot, industry directories and marketplaces. Their volume, average rating, recency and the quality of business responses all feed reputation and act as strong social proof at the point of decision. Reviews are a recognised local ranking factor and an important trust signal, and they increasingly inform how AI systems characterise a brand's reputation.