Business owners concerned not all online review websites are accurate

In today's digital age, many people use the internet to read reviews, before trying out a new restaurant or business.

Many sites offer consumers the chance to write reviews, good or bad, for any business. Some businesses believe this isn't necessarily a good system, especially when it comes to the website "yelp."

Yelp has an automated review filter that is designed to catch fake or bad-natured reviews. Staff members will also delete posts that violate the company's terms and conditions.

A few local business owners say yelp is filtering out a little too much, including Corina Heppner-Hipken from Once Upon a Cupcake and All Things Sweet.

"I've had clients post on there only to tell me two days later that their reviews were deleted. So, I don't know how their algorithm works but I don't think it's very accurate."

The owner of Heavenly Heelz Salon, Lauren Bonnett, agrees. She says she was frustrated to find out her salon was rated poorly on yelp's website.

"One of the reviews is actually someone who has never been in my salon."

Bonnett says the site does offer a place for businesses to reply, but adds that with the popularity of the internet, a lot of people take online reviews quite seriously.

"(Customers) could be taking into consideration 'I'm not going to go there,' if they can't see the good views and it just looks like I'm a horrible place."

Heppner-Hipken is concerned that false reviews may hurt her business.

"People can make fake profiles, people that have never had a cupcake of mine, people I have never done a wedding for."

A business professor from Grant MacEwan University says while it may be frustrating, businesses need to remember it's just one person's perception of what they saw.

"It's true for the person posting it, but not necessarily accurate or verified information," says Colin Babiuk.

He says consumers also need to realize that reviews are only one person's opinion.

"It would be beneficial to look at other reviews, other websites who are reviewing that organization, to really get a clear picture of what that organization is like."

Bonnett says she knows people aren't always going to be completely satisfied, as much as she would like them to be.

"I wish they would come forward to me before going and writing and something," She says adding, "I guarantee all my work, if someone's not satisfied, I definitely try and fix it."

Heppner-Hipken hopes customers will take the reviews with a grain of salt.

"Even talk to the business themselves," She says adding, "Check all sites, don't just give up after seeing the bad review."

When Global News contacted Yelp, a representative provided the following statement via email.

"Yelp does not tolerate abuses of our site and we go to great lengths to protect consumers and business owners from fake, malicious and shill reviews. We have an automated review filter in place that works to assure that the most helpful and reliable reviews are showcased on the site. We also provide all business owners with free tools that enable them to engage with users, update information about their business and flag suspect reviews. We do not tolerate violations of our Review Guidelines and Terms of Service. Anytime a review is flagged, it goes to our Customer Support team who will determine if it goes against our TOS; if so, that review will be removed."

With files from Julie Matthews.