For smaller businesses that don’t have the power of supply chains and distribution chains to always compete for the lowest prices, the next best way to compete in the online marketing realm is to concentrate on customer experience and customer service. And yes, there is a difference. Knowing how to utilize your customer’s reviews of your business and services – both good and bad – and knowing how and when to respond to them and where to post them can make a huge difference to not only your potential and existing customers, but also in how Google views and ranks you.