Reputation to a business is like character to a person. It follows you around wherever you go and is the number one factor in your success. In the short term any business can convince a few customers to use them but long term success is always determined by the reputation you create in the marketplace. If you provide a good quality service at a good price, provide value and look after your customers, then they will be the catalyst for your business growth.
By creating a positive reputation online you are preventing the ability for negative comments to damage your reputation.