How to rank higher on Yelp

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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 offeredand 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 ofbusinesses, including shopping, beauty andfitness, home and local services, and travel.
  7. 7. Some of the topsearches:#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 highlyeducated, upper middle class, and raciallydiverse.
  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 forfirst time purchases likewedding dresses.
  19. 19. Yelpers love to find local retailers, like bike shops, using Yelp
  20. 20. From a business owner’s perspectiveTYPICAL COMPLAINTSABOUT YELP
  21. 21. “I just found my Yelp profile and one reviewwith 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 dont remove business listings,p will not remove so your best bet is to engage with your fans and critics alike, and hearyour page, no what they have to say."matter how nicelyyou ask, so thebest thing youcan do is engagethe reviewers.
  23. 23. Yelp Ratings Distribution: 67% Above average 1 Star 11% 2 Stars 8% 5 Stars Yelpers are 38% generous, and they3 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 Idelete 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 reviewsare 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 mycategory” “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 ahigher rankingin Google andmore traffic.
  37. 37. But now Yelp sees more searches fromtheir mobile apps.
  38. 38. So now a Yelperwith the new iPhonemight ask: “Siri, I need a place that sells ravioli nearby”
  39. 39. And Siri’s results “I found a number ofwill come directly restaurants whosefrom reviews mentionYelp, bypassingGoogle. Ravioli fairly close to you” “Siri, I need a place that sells ravioli nearby”
  40. 40. So now Yelp showsless of the toprating, and more oftheir “Best Match”result.
  41. 41. Here, for example,Yelp shows arestaurant with just 20reviews at #1
  42. 42. While #5 has 587 reviews and ahigher overall rating. However, thetop review has a higher density ofmatches 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 RestaurantA CASE STUDY
  45. 45. Nam An VietnameseRestaurantNam An opened in thesummer of 2011 andhas 41 reviews, mostlygood ones. We wantedto see how a wellwritten review wouldaffect 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:#50After:#1
  48. 48. Before:#16After:#6
  49. 49. Before:#41After:#15
  50. 50. Case Study Takeaways• Keywords are crucial• Results occur quickly• Improved average ranking from #36 to #7.
  51. 51. HOW TO IMPROVE YOURRESULTS 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 TwoBaseline results:What are your customersalready searching for?How many page views haveyou had in the last year?
  56. 56. Day 3-4:How do you want yourcustomers to find you onYelp?
  57. 57. Day 3-4:How do you want yourcustomers to find you onYelp? #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 reviews24 Filtered Reviews  23 Filtered Reviews
  64. 64. Day 11-15:• Unfilter your great reviews – Respond – Friend – Compliment24 Filtered Reviews  23 Filtered Reviews
  65. 65. Day 16-20:• Respond to every new review
  66. 66. “Thank youfor yourfeedback…”
  67. 67. Day 16-20:• Respond to every new review – Compliment – Send a message or follow
  68. 68. Day 21-30: Encourage better reviewsAssess your offerings and thepopular Yelp searches
  69. 69. Day 21-30: Encourage better reviewsAssess your offerings and thepopular Yelp searches
  70. 70. Day 21-30: Encourage better reviewsIf you offer a white chocolatemocha on your menu, and it’sone of your better items, youshould encourage moreYelpers to mention it in theirreviews.
  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• Were seeing fast results with targeted reviews
  74. 74. Thank You! Contact us:Steven@BeachheadMarketing.com

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