Why SMBs Are Doubling-Down on Reputation Management in the AI-Search Era

TL;DR

Search engines and answer engines (AI Overviews, Perplexity, ChatGPT’s web answers, etc.) are leaning more on reputation — notably reviews and signals of credibility — to decide what gets shown and what gets left out. For SMBs, that moves reviews from “nice to have” to eligibility criteria for visibility. Thunderbolt Group is taking a proactive approach by launching Thunderbolt Reputation an AI/AEO first approach to reputation management with industry specific toolkits, starting with Healthcare.

Why Now? What is different?

As SERP page real estate tightens up and less traffic moves from search engines to websites, local tactics mean more than ever. In the age of AI Search and Answer Engines, there is a new focus on providing deep expertise, showing authority, demonstrating longevity, and emphasizing relevance in order show up.

1. Google Explicitly Says Reviews Affect Local Inclusion & Ranking

Google’s own help documentation states that Local results are based on relevance, distance, and prominence, and that “More reviews and positive ratings can help your business’s local ranking.” That is an unambiguous, first-party confirmation that review velocity and sentiment influence who shows up.

Google’s Search Quality Rater Guidelines emphasize reputation and E-E-A-T (Experience, Expertise, Authoritativeness, Trust), shaping the algorithm’s bias toward trustworthy businesses.

Google’s AI features documentation further clarifies that helpful and reliable content — paired with strong reputation signals — determines eligibility for inclusion in AI Overviews.

2. Answer Engines Surface Sources With Social Proof

A BrightEdge 2025 study found that AI Overviews now overlap 54% with top organic results, reflecting Google’s reliance on already-trusted sources. Reputation signals (reviews, mentions, authority) heavily influence those results.

Industry trackers like Semrush and seoClarity report AIO presence growing throughout 2025, confirming that answer engines are central to visibility.

Additionally, researchers and agencies such as DAC Group have documented AIO examples that quote Google Business Profile (GBP) reviews directly in answers—a major signal that review data feeds into AI outputs.

Other AI engines like Perplexity favor sources with high trust and external validation, such as verified reviews and citations from reputable directories.

3. Bing and ChatGPT’s Web Answers Rely on Reputation Signals

Microsoft’s Bing Places documentation and support forums confirm that positive reviews can improve local rankings. Because ChatGPT’s web browsing and Bing Copilot rely on Bing data, strong Bing profiles and reviews directly influence AI-based answer inclusion.

Bing’s ranking systems also reward freshness, accuracy, and reliability — with reviews and citations serving as trust proxies.

4. Platforms Are Tightening Review Integrity

Google has intensified enforcement against fake or incentivized reviews, as reported by The Verge. Profiles with manipulative review patterns can face reduced visibility or suspension. This shift underscores that authentic, verified feedback is now part of Google’s trust framework.

5. Consumers Still Use Reviews as Trust Shortcuts

According to BrightLocal’s 2024 Local Consumer Review Survey, 91% of consumers regularly read reviews before engaging with local businesses. Search and AI engines mirror that behavior by weighting reviews as key indicators of quality and trustworthiness.

What This Means for SMBs (Action Plan)

Treat Google Business Profile as Your AI-Readable Storefront.
- Complete all fields, maintain consistent hours, categories, and NAP info.
- Systematically request and respond to reviews — Google confirms this boosts visibility.
Diversify Review Platforms.
Earn current, authentic reviews on Yelp, Healthgrades, or industry-specific sites. AI crawlers reference these in parallel.
Prioritize Quality Over Quantity.
Avoid review gating or incentives; authenticity and cadence are key to long-term trust signals.
Create Answer-Ready Content.
Publish clear, FAQ-style information about your services, pricing, and differentiators. AI Overviews cite content that aligns with user intent and trust factors.
Don’t Neglect Bing Places.
Bing is a crucial data source for ChatGPT and Copilot. Keep your listings accurate and review profiles healthy.