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Your search engine marketing efforts are becoming increasingly dependent on what your
participants say about your brand online. Participant reviews—on Yelp, Google Places, and Citysearch—now occupy
prominent positions on the search engine results pages (serps), especially for searches with local intent. Whether
a new-to-file customer walks through your door often depends on a review they read through a search engine. The
problem is that many of these reviews are fake.