Nathaniel Lessley
A. Why do you think there are no “sponsored links” in the
main section for this search?
 Yelp.com is #1 organic search an...
B. Do you think Yelp should invest in PPC so that they’re listed
in the main section as a sponsored link? Why or why not? ...
C. Identify one ‘on-page’ optimization tactic you found that
Yelp likely used to earn these SEO results.
- Site Navigation...
F. Do you think Yelp should invest in PPC so that they’re listed in the main
section as a sponsored link for these clothin...
A. what works well in the design and content since both pages are
the same.
 Above fold search bar
 Above fold & center ...
C. Identify 2 content website ‘site objectives’ and explain why you’ve
noted them.
 Build an audience
 Gain longer time ...
E. Based on the ’10 Reasons for Returning to a Site’ identify 3
things that you observed Yelp is doing right?
F. Based on ...
A. What do you think Yelp is testing between these two pages?
 Differences of usage and category click through between th...
C. Why does Yelp serve banner ads for members and non-members?
 To be able to market Yelp.com more effectively to clients...
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Nate Midterm

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  • Yelp would be wasting money buy paying google for a result they already have achieved.
    Google is much more of a competitor of yahoo’s than yelp.
    Results 4 and 5 are angieslist.com and insiderpages.com. Considering their comparatively lower usage levels, the cost of this search phrase PPC would not make financial sense. Also, they already do have good organic results.
  • Yelp would be wasting money buy paying google for a result they already have achieved.
    Because they are #1 in traffic to the site without paying at this time there is no reason to start.
    Why get into the PPC investing when no one else is doing it? If, however, someone does pay and are show ahead of Yelp.com then the question would need to be considered more seriously. If a site did invest in PPC I would recommend not immediately doing it as well. Due to the popularity of the site I would monitor the changes in the competitors site traffic and see if there is any reason to change strategy and add PPC.
  • C. Incredibly in-depth site navigation. Best of Yelp, Hot on Yelp, Sales and Offers Near You, among others.
  • C. By listing client advertisements to both members and non-members you are increasing the impressions the ad will reach. Limiting the number of people that see an add reduces the potential advertising revenue for the site.
  • Nate Midterm

    1. 1. Nathaniel Lessley
    2. 2. A. Why do you think there are no “sponsored links” in the main section for this search?  Yelp.com is #1 organic search and has no need to invest in PPC  Yahoo.com would never pay money to google.com  Lower level competitors cannot afford PPC link for this popular search phrase
    3. 3. B. Do you think Yelp should invest in PPC so that they’re listed in the main section as a sponsored link? Why or why not? Be specific. No. Why not?  Already #1 organic result  #1 in website traffic among competitors  No one else is investing in PPC
    4. 4. C. Identify one ‘on-page’ optimization tactic you found that Yelp likely used to earn these SEO results. - Site Navigation  Browse by city, category, neighborhood and search bar  Many other interesting/useful categories D. Identify one ‘off-page’ optimization tactic you found that Yelp likely used to earn these SEO results. - Link Popularity  1000’s of links to reviewed businesses on the site  Well reviewed sites likely to link yelp.com through their website
    5. 5. F. Do you think Yelp should invest in PPC so that they’re listed in the main section as a sponsored link for these clothing store-specific type of searches? Why or why not? Be specific. No.  2nd, 3rd and 4th in organic results  Paul Smith website self reviews biased G. How could Yelp enhance its SEO to improve the organic results on this SERP to get a higher listing? Be specific and give 2 recommendations with supporting analysis  Increase listings of designer clothing stores on yelp.com  Add listings of Paul Smith Stores in other Cities on yelp.com
    6. 6. A. what works well in the design and content since both pages are the same.  Above fold search bar  Above fold & center city category  Non-location specific Yelp app advertisement  Well placed Sign-up or log-in buttons B. Why would Yelp.com have the same pages no matter how the visitor navigated there? What would be advantages/disadvantages to no landing page?  Universal recognition  Reduction of possible confusion
    7. 7. C. Identify 2 content website ‘site objectives’ and explain why you’ve noted them.  Build an audience  Gain longer time on pages D. Why do you think there is advertising on these two pages?  Because Yelp.com has successfully met ‘site objectives’ noted in answer part C.
    8. 8. E. Based on the ’10 Reasons for Returning to a Site’ identify 3 things that you observed Yelp is doing right? F. Based on the ’10 Reasons for Returning to a Site’ identify 2 things that you think Yelp could do better? Why are those important?
    9. 9. A. What do you think Yelp is testing between these two pages?  Differences of usage and category click through between the two pages  Best and worst categories based on click through activity B. What could Yelp learn by testing this? What would they do after they received the results of the test between the two pages?  Change its landing page to reflect layout with the best results  Implement content that produce the most user activity based on site navigation and time spent on website
    10. 10. C. Why does Yelp serve banner ads for members and non-members?  To be able to market Yelp.com more effectively to clients and gain more advertising revenues D. Why do you think these three marketers (from the 3 banner ads) chose to advertise on Yelp? Include a separate answer of 1-2 bullet points for each of the three marketers.  Cambria Hotels – Yelp user demographic AT&T – site traffic and local market targetting and brand impressions Kia Motors – user demographic and brand impressions E. If you were the VP of Marketing at Cambria Suites, would you have chosen to advertise on Yelp.com? Yes  Site user demographic (high income/no kids) are likely to travel  People looking for restaurants also often look for hotels

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