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I have recently been getting very disheartened with working with companies who fake reviews, remove any slightly negative comment and all that. So much so it's driven me to built a little tool to allow you to post a review on any page. I think getting good solid reviews by using social media profile to help vet the reviewers as well is crucial to building up trust in the beleaguered review industry.

Would be interested to her +Matt Cutts take on this as well as +Rand Fishkin over at seoMoz.
Review anything on the web. Most websites vet their reviews, that means you can't trust sites that have their own review system. Whoopie is completely different, simply visit a web page, click on ...
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