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Google is raising the bar for local listing results again by introducing a new method of serving results within Google Maps. (Not web listings - just when Google Maps is selected as the source)
Google is experimenting with serving results which best matches the descriptive terms used to describe those establishements.
What's the best place for these "descriptive terms" to come from? Your customer reviews! So, conceivably, our customers now have the ability to help improve our local listings and lend a hand with our SEO efforts when they write their reviews.
Just another reason why it's so important to consider the experience you're creating for your guests; their reviews may now hold even more weight.
For more info, check out Google's Small Business Blog Post.