In Part 2 of Google & Growth: A Series for Small Business, host Maury Blackman sits down with Michael Yules, CEO of GatherUp, to explore how reviews and reputation have become the lifeblood of small business growth. Building on Part 1’s discussion with Brad Wetherall about the importance of a complete digital footprint, this episode takes a closer look at why a Google Business Profile is often a company’s most valuable asset — and how reputation isn’t just part of marketing anymore, it is marketing.

Yules shares his insights on the evolution of online reviews, explaining how the focus has shifted from sheer volume to quality, authenticity, and consistency. He highlights common mistakes small businesses make that erode trust — from ignoring their Google Business Profile to relying on fake reviews — and outlines practical strategies for generating authentic feedback.

The conversation also covers the shift from a brick-and-mortar-first world to a digital-first one, where traditional trust signals like storefronts and signage are being replaced by online credibility. Yules and Blackman dive into how AI and generative search are reshaping reputation management, why diversification across multiple review platforms matters, and how businesses can prepare for a future where AI agents may become the primary decision-makers in search.

At the heart of the episode is a simple but powerful takeaway: consistently ask your customers for feedback and reviews. As Yules puts it, “people do not do things that you don’t ask them to do” — and building trust online starts with that ask.

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