Why Online Marketers Are Rethinking Their Yelp Strategy
Merchants have historically been wary of Yelp reviews — they’re unpredictable and unreliable, and
out of one’s control. But there are changes coming at the end of 2012 that are
likely to make many marketing pros reevaluate their relationship to the
user-generated reviews site.
Here’s what’s driving the next phase of Yelp:
1. Siri: For many locally
relevant searches, Apple’s Siri default search engine is Yelp. That means that
for chiropractors, dentists, restaurants, and other venues, Yelp is driving
Siri. Voice-operated search on mobile is here to stay — both Apple and Android
are integrating voice for both convenience and safety. Apple’s use of Yelp in
this context in effect bypasses traditional search engines for local
queries.
2. IOS 6: With the rollout of iOS 6 and Apple’s new maps platform, it’s reported that Apple will be
deepening its relationship with Yelp to provision business listing data and
reviews. And, it seems Apple Maps will have Yelp check-ins built in.
3. Google/Bing/Yahoo: But it’s
not just Apple platforms where Yelp is taking over. Across the board, Yelp’s SEO
team kicks butt. For most business name searches on major search engines, Yelp’s
review is on page one. And in many cases, if a merchant has not proactively
managed their own rankings, Yelp’s listing will be at the very top of page
one.
4. The reviews paradigm: Data
suggests that social media users are both active consumers and creators of
business reviews. The data further suggests that more than 70% of buying
decisions are now informed by online reviews. While not a factor solely in favor
of Yelp, this fact expands the need for businesses to be active in acquiring
reviews from current customers.
5. Search on mobile is increasing: The Kelsey
Group predicts that by 2015, local searches on mobile phones will exceed local
searches on desktop computers. With the insertion of Yelp into the
search-by-mobile market, it only makes sense that it would be part of an overall
reviews strategy.
So while many businesses may have wanted to ignore Yelp for its faults, they
will increasingly be faced with a choice — embrace the reviews site or lose
access to a valuable part of the local search/discovery marketplace.
So What’s a
Local Business to Do?
Yelp’s answer to this question is two-pronged. First, buy ads and take part in deals. Second, don’t solicit reviews.
Yelp is the most adamant of the review sites in their prohibition on
soliciting or incentivizing reviews. This, coupled with the needs of an
advertising-driven business model, has led some to question the rhetorical
stance — much like the coincidental rollout of Google+ Local and Penguin, which
says “don’t solicit reviews” concurrent with “do deals, get reviews.”Yelp’s answer to this question is two-pronged. First, buy ads and take part in deals. Second, don’t solicit reviews.
So, if one takes Yelp at
face value, there is a difference between asking for reviews and making
customers aware of the service.
How Do You Do It?Solicitation = Bad, Awareness = Good
Yelp has widgets and graphics available to help businesses entice customers. By
placing Yelp graphics where your customers will see them, perhaps alongside
other review sites, you can increase your awareness.
Ask your customers how
they found you. This is a smart business move in general, but if they found you
on Yelp, you can talk to them about the value of Yelp reviews. If they didn’t
find you on Yelp, you can invite them to check out your positive reviews. If a
customer leaves you a review and finds himself or herself filtered, you can help them get out of the sandbox.
You might also consider
bypassing Yelp by building a “reviews” page on your business’ website —
something like “www.[yoursite].com/reviews”. This is also a good reputation
management strategy because you may then rank well in search engines for “your
business name” + reviews. Then, you can proactively message customers to visit
your reviews page via email and other communications. Beyond the future vision
of Yelp referenced above, a study from the Harvard Business School shows that increased
rankings will lead to more business.
Some have said that the best way to get good reviews is to “not suck” — and
as we move toward 2013, “not sucking” is becoming much more important as Yelp
expands its footprint in the mobile market and beyond. But equally important is
accentuating the positive, increasing awareness, and encouraging customers to
check out positive reviews (without saying in so many words to leave one of
their own).
Will Scott is CEO of
Search Influence, a national online marketing firm focused on small- and
medium-sized businesses and white label online marketing for publishers and
media partners who serve them. Search Influence is the largest online marketing
company on the Gulf Coast and New Orleans’ only Inc. 500 honoree in
2011.
Image courtesy of Flickr
user barbarycoastranger.
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