If you do substandard work, someone will write about it, and people will readily talk about it.

Should you do average work, nobody will care enough to write about it, and nobody will be interested enough to talk about it.

But if you do outstanding work, people will write about it, and people will talk about it, especially if you make it easy for them. Ask for reviews, request feedback, create testimonial and case study videos, share your achievements and encourage conversations about the things that interest your audience.

The internet is an amplifier of the good, the bad and the intriguing, but never the average.