For example, if you do a search for Riverside dry cleaners, you now will see a new arrangement of returns. These new local results come with customer reviews attached. I know that having a review will drive a dry cleaner to the top of the list if the there are no reviews for the other cleaners (I wrote a review for my dry cleaners and up it went!). I am also guessing that the number of “stars” associated with each review will also affect placement. I can see a near future where small business owners will be beseeching friends and family members to give their business a review.

I can also see where a devious competitor could log on and “flame” the competition with a series of scorching, negative comments. I have read about lawsuits already beginning over libelous and unfounded comments. For the long term, I can’t see Google wanting to moderate these conflicts across the world. But for the short term, it’s probably a good idea for small business owners to start each day with a Google search for local listings in their business category.