The last 15 years saw the rise of the internet from a nice-to-have to a primary channel in almost every company’s marketing mix. Originally, the internet was mostly a one-way communication channel. Businesses put their message out for potential customers to discover. That information rarely flowed both ways, until the last few years.

Online reviews gave customers a voice that changed how people discover and choose the businesses they use. Today, consumers rarely make a purchase over $100 without consulting some form of online review or rating. Even more important though, is the role of reviews in discovery.