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How to rank higher on Yelp

  1. 1. How to Improve your Business Reputation on Yelp Contact us: Steven@BeachheadMarketing.com
  2. 2. About Beachhead • Beachhead is a marketing agency in San Diego, CA • We help clients looking to explode their revenues without blowing their budget • Click here for a Free Consultation
  3. 3. What We’ll Cover • What is a Yelp? • Who Yelps? • Businesses on Yelp • Typical Complaints About Yelp • Where Yelp is Going • Case Study: Improving Rankings from #35 to #7 • Improve Your Rankings in an Hour a day
  4. 4. WHAT IS A YELP?
  5. 5. Founded in 2005, Yelp was a website where consumers offered and looked for reviews of restaurants before eating there.
  6. 6. Yelp Categories, 2011 Auto 3% Other Travel and Hotel 4% 8% Health Restaurants 5% 29% Nightlife 4% Home and Local Services 7% Arts Entertainment and Beauty and Shopping Events Fitness 23% 8% 9% Today, Yelp covers a broader range of businesses, including shopping, beauty and fitness, home and local services, and travel.
  7. 7. Some of the top searches: #10: Best Breakfast #42: Dental #53: Oil Change #63: Home Goods #73: Steak #84: Dog Grooming
  8. 8. Unique Visitors per month 100,000,000 90,000,000 90,000,000 80,000,000 70,000,000 60,000,000 53,000,000 50,000,000 40,000,000 30,000,000 25,000,000 20,000,000 15,000,000 10,000,000 10,000,000 1,000,000 0 1/1/06 1/1/08 1/1/09 1/1/10 6/1/11 1/1/2012 (est) June 2011: • 53,000,000 Monthly Uniques • 20,000,000 Reviews
  9. 9. WHO YELPS?
  10. 10. Generally, Yelpers are highly educated, upper middle class, and racially diverse.
  11. 11. To put it differently… Yelpers are like Chewbacca: • Loyal • Loud • They can decapitate your business
  12. 12. And they love their crowd
  13. 13. Every ten seconds: One Yelper Calls a Business Fifteen Yelpers request directions
  14. 14. Every ten seconds: One Yelper Calls a Business Fifteen Yelpers request directions … Just from mobile apps
  15. 15. BUSINESSES ON YELP
  16. 16. 85,000 in San Diego
  17. 17. Restaurants are still the biggest category. So Slater’s 50/50 in Point Loma uses Yelp
  18. 18. Yelpers depend on Yelp for first time purchases like wedding dresses.
  19. 19. Yelpers love to find local retailers, like bike shops, using Yelp
  20. 20. From a business owner’s perspective TYPICAL COMPLAINTS ABOUT YELP
  21. 21. “I just found my Yelp profile and one review with one star. I want to delete my page.”
  22. 22. “I just found my Yelp profile and one review with one star. I want to delete my page.” Unfortunately, Yel "We don't remove business listings, p will not remove so your best bet is to engage with your fans and critics alike, and hear your page, no what they have to say." matter how nicely you ask, so the best thing you can do is engage the reviewers.
  23. 23. Yelp Ratings Distribution: 67% Above average 1 Star 11% 2 Stars 8% 5 Stars Yelpers are 38% generous, and they 3 Stars assume their favorite 14% businesses are also the best. Hang in there, and 4 Stars eventually you should 29% receive happier customers.
  24. 24. “But its clearly a false review, can I delete the review?
  25. 25. You Can’t. “But its clearly a false review, can I delete the review?
  26. 26. You Can’t. But you can try flagging it. “But its clearly a false review, can I delete the review?
  27. 27. “All my good reviews are filtered”
  28. 28. Company Current True Rating Rating
  29. 29. Company Current True Rating Rating 2.0 3.7 3.8 2.7 2.0
  30. 30. Company Current True Rating Rating 2.0 3.6 3.7 4.2 3.8 4.4 2.7 3.8 2.0 3.5
  31. 31. Average Increase: 40 Percent 2.8 Stars  3.9 Stars
  32. 32. “I don’t show for my category” “Domestic Shipping”
  33. 33. “WTF”
  34. 34. Where Yelp is going • Desktop  Mobile – Keywords, not categories – Less research, more decision – Rankings, not just ratings
  35. 35. Yelp used to be just about ratings. Top rated places won.
  36. 36. This led to a higher ranking in Google and more traffic.
  37. 37. But now Yelp sees more searches from their mobile apps.
  38. 38. So now a Yelper with the new iPhone might ask: “Siri, I need a place that sells ravioli nearby”
  39. 39. And Siri’s results “I found a number of will come directly restaurants whose from reviews mention Yelp, bypassing Google. Ravioli fairly close to you” “Siri, I need a place that sells ravioli nearby”
  40. 40. So now Yelp shows less of the top rating, and more of their “Best Match” result.
  41. 41. Here, for example, Yelp shows a restaurant with just 20 reviews at #1
  42. 42. While #5 has 587 reviews and a higher overall rating. However, the top review has a higher density of matches for the keyword “vermicelli”.
  43. 43. Where Yelp is going • Desktop  Mobile – Keywords, not categories – Less research, more decision – Rankings, not just ratings
  44. 44. Nam An Vietnamese Restaurant A CASE STUDY
  45. 45. Nam An Vietnamese Restaurant Nam An opened in the summer of 2011 and has 41 reviews, mostly good ones. We wanted to see how a well written review would affect their rankings.
  46. 46. Methodology • Researched and selected three keywords – Vermicelli rice with egg rolls – Vietnamese Iced Coffee – Free Appetizers • Measure rankings before and after • Focus only on writing reviews with the right keyword mix
  47. 47. Before: #50 After: #1
  48. 48. Before: #16 After: #6
  49. 49. Before: #41 After: #15
  50. 50. Case Study Takeaways • Keywords are crucial • Results occur quickly • Improved average ranking from #36 to #7.
  51. 51. HOW TO IMPROVE YOUR RESULTS IN AN HOUR A DAY
  52. 52. Day One: Claim Your Profile
  53. 53. Day One: Claim Your Profile
  54. 54. Day One: Claim Your Profile
  55. 55. Day Two Baseline results: What are your customers already searching for? How many page views have you had in the last year?
  56. 56. Day 3-4: How do you want your customers to find you on Yelp?
  57. 57. Day 3-4: How do you want your customers to find you on Yelp? #17,599: Korean Tacos #35: Korean BBQ  Better choice
  58. 58. Day Five:
  59. 59. Day Five:
  60. 60. Day 6-10: • Contact Negative Reviewers
  61. 61. Day 6-10:
  62. 62. Day 6-10:
  63. 63. Day 11-15: • Unfilter your great reviews 24 Filtered Reviews  23 Filtered Reviews
  64. 64. Day 11-15: • Unfilter your great reviews – Respond – Friend – Compliment 24 Filtered Reviews  23 Filtered Reviews
  65. 65. Day 16-20: • Respond to every new review
  66. 66. “Thank you for your feedback…”
  67. 67. Day 16-20: • Respond to every new review – Compliment – Send a message or follow
  68. 68. Day 21-30: Encourage better reviews Assess your offerings and the popular Yelp searches
  69. 69. Day 21-30: Encourage better reviews Assess your offerings and the popular Yelp searches
  70. 70. Day 21-30: Encourage better reviews If you offer a white chocolate mocha on your menu, and it’s one of your better items, you should encourage more Yelpers to mention it in their reviews.
  71. 71. Day 21-30: Encourage better reviews
  72. 72. Day 21-30: Encourage better reviews To encourage more Yelp reviews of your drink, you you might try a coupon, you can offer deals on Yelp for the white chocolate mocha, or you can ask customers to try it and Yelp about it.
  73. 73. In Conclusion • Yelp affects all local businesses • Own your profile or it will own you • Rankings, not ratings • We're seeing fast results with targeted reviews
  74. 74. Thank You! Contact us: Steven@BeachheadMarketing.com

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