How to establish trust with potential customers? Have someone else say something great about you!
Due to that some five-star reviews are from employees - who would ever check that? At least Google now tries to. The two biggest changes are first, the aforementioned self-serving reviews won’t be allowed anymore and second, new need for required properties: the “author” of the review must be a valid name (not “50% off until Saturday") and the reviewed item needs to have an existing “name”.