Review Quantity and Review Quality
First, you just need quantity. Does anyone care enough to review you at all? Usually you have to encourage, solicit, cajole, beg, prod... your customers to review you. Just getting a few reviews on a site like Google+ and/or Yelp will make a huge positive difference in your SEO performance. Not to mention whether you show up on an internal search engine like that of Yelp or Amazon. Get reviews!
Second, you need to worry about quality. You can have reviews that are poorly written, or reviews from people whose profiles are so weak that they get filtered out. Even worse, you can have negative reviews.
Bad Reviews! Uh-oh!
Bad reviews can come in a number of ways. First and foremost, the very unhappy customer. So here you need to try to a) prevent any bad reviews by checking in with customers. If there is a problem, try to fix it before they "go negative" on you. Or b) crowd out negative reviews with positive reviews.
A New Type of Bad Reviews
To add some worries there is a new type of Bad Review. The New York Times reports in an article entitled, Why Web Reviewers Make Up Bad Things:
- Until now. A fascinating new academic study sheds light on the fake negative review, finding not only that the source is totally unexpected but also that the problem is much bigger than a few malicious operators. It turns out that competitors are not necessarily the ones giving one miserable star to products they did not buy or experiences they did not have. Customers do it — in fact, devoted customers.