If a company knows what parts of the business they are doing well in and what parts they need to work on then the business can succeed because of it. Google reviews help businesses understand what they can do to ensure that they are always improving. With constant feedback, the company is aware of any issues in the business but if the company already goes above standards then more customers will know about the business because of the raving reviews. Reviews can give both the company and the customers an advantage in how they do business.