Reviews are one of the most important ways to insure that your Local Search Listing is on the first page of Internet Searches. Jeff Saxon does a nice job of showing that there is not much you can do to control the negative reviews that may occur.
You Can’t Edit Your Way Out of Negative Reviews by Jeff Saxon
….Very simply, reviews increase conversion rates. And several studies point to the fact that, yes, even negative reviews help.
It all boils down to credibility. Customer reviews simply have more credibility than your sales copy, so they inspire more confidence in the buyer. And negative reviews lend credibility to the review process itself, standing as visible proof that the reviews are not edited….
…The point: Your brand and product perception is not what you say it is anymore but what Google says it is….