Most people do their research on Google, and especially if it pertains to some sort of business or product that they need to buy. That is exactly why having positive reviews is a must in order for you to keep appealing to customers. It is much better to deal with negative reviews than having the chance of losing revenue. Deal with the comments in the proper fashion, and read them thoroughly to get an understanding of what is the problem with the way you are managing things.
Different types of reviews concerning your business tells you what you need to do in order to either maintain or differentiate your approach on certain things. For example, positive reviews are usually indicating that you are doing something right. Try to keep this up as it is making customers happy, and at the same giving you a positive image on search engines.
Indifferent or warmish reviews are indicating that is something is a little off. They are not completely negative but they are usually indicating that you are doing something wrong, either with your customer service or the quality of your product. Try to get down to the root of these types of reviews so that you can correct it before it becomes too late.
Plain out negative reviews are definitely ones that need to be treated with care and attention. These type of reviews are what kills a business, and lowers your ranking on online search engines. You must remember to first respond politely to these reviews, and never simply ignore them. Ignoring will just cause customers to think that you do not care, and ultimately harms your reputation.
Thank the customers that leave you positive reviews, and as for as the negative ones, never apologize; however, make sure you acknowledge the negative review, tell them that you understand, and take it offline in order to better accommodate the dissatisfied customer. Using these steps to understanding reviews will do wonders for your online reputation as you continue to prosper.