Yes, reviews on citation sites—like Yell, TripAdvisor, or industry-specific platforms—can amplify your local SEO efforts. Positive reviews are social proof that you offer quality products or services, influencing both potential customers and search algorithms. When these reviews include location references (e.g., “Fantastic hair salon in Romford”), it further strengthens your local signals. Some directories factor in rating volume and overall scores when determining which businesses to showcase at the top of their listings, which indirectly affects your exposure. Keep in mind that while a few negative reviews won’t ruin your ranking, consistently poor feedback can deter prospective clients and possibly weaken trust signals over time. Always respond politely to reviews—good or bad—to demonstrate engagement and professionalism. Encouraging satisfied customers to leave feedback on reputable directories is a proactive way to improve your local authority in Essex.