The Better Business Bureau is giving consumers an opportunity to thank a local business during October.

The BBB says reputation can mean everything for a small-business owner trying to attract and retain customers and the best way that it can tell that story is through online customer reviews.

Because smaller entities often have a difficult time receiving positive reviews and because not all reviews are accurate or transparent, the BBB is encouraging customers to “thank a local business” by referring family and friends, making a purchase, leaving a generous tip and connecting with the business directly, either in person or on social media.

They’re also encouraging customers to go through the BBB to leave comments and reviews that will be vetted by the bureau for authenticity.