Study: Active Online Reputation Management, Not Star Ratings, Predicts Small Business Success
By
Matt G. Southern
Summary
A peer-reviewed study by researchers Eddie Inyang and Juliana White surveyed 251 U.S. small-business owners and found that Google star ratings alone do not predict business performance. Instead, active Online Reputation Management (ORM) practices—the behind-the-scenes work of managing reviews—correlate with better business outcomes. The research challenges the common assumption that higher star ratings directly drive success, especially as AI systems increasingly compress local search results.
Source
bskyStudy: Active Online Reputation Management, Not Star Ratings, Predicts Small Business Successsearchenginejournal.comKey quotes
· 3 pulledGoogle star ratings alone didn't predict performance.
What was associated with performance was the practice of ORM. Active reputation management correlated with better business results. Not the stars, but their behind-the-scenes work.
Most business owners assume that higher star ratings are linked to better business outcomes. A peer-reviewed study tested that assumption directly.
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