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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
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
WHAT IS A YELP?
Founded in 2005, Yelp was a website where consumers offered and looked for reviews of restaurants before eating there.
Restaurants29%
Shopping23%
Beauty and Fitness9%
Arts Entertainment and Events
8%
Home and Local Services7%
Nightlife4%
Health5%
Travel and Hotel4%
Auto3%
Other8%
Yelp Categories, 2011
Today, Yelp covers a broader range of businesses, including shopping, beauty and fitness, home and local services, and travel.
Some of the top searches:
#10: Best Breakfast
#42: Dental
#53: Oil Change
#63: Home Goods
#73: Steak
#84: Dog Grooming
1/1/06 1/1/08 1/1/09 1/1/10 6/1/11 1/1/2012 (est)0
10,000,000
20,000,000
30,000,000
40,000,000
50,000,000
60,000,000
70,000,000
80,000,000
90,000,000
100,000,000
1,000,000
10,000,000
15,000,000
25,000,000
53,000,000
90,000,000
Unique Visitors per month
June 2011: • 53,000,000 Monthly Uniques• 20,000,000 Reviews
WHO YELPS?
Generally, Yelpers are highly educated, upper middle class, and racially diverse.
To put it differently…
Yelpers are like Chewbacca:
• Loyal• Loud• They can
decapitate your business
And they love their crowd
Every ten seconds:
One Yelper Calls a Business
Fifteen Yelpers request directions
Every ten seconds:
One Yelper Calls a Business
Fifteen Yelpers request directions
… Just from mobile apps
BUSINESSES ON YELP
Restaurants are still the biggest category. So Slater’s 50/50 in Point Loma uses Yelp
Yelpers depend on Yelp for first time purchases like wedding dresses.
Yelpers love to find local retailers, like bike shops, using Yelp
TYPICAL COMPLAINTS ABOUT YELP
From a business owner’s perspective
“I just found my Yelp profile and one review with one star. I want to delete my page.”
“I just found my Yelp profile and one review with one star. I want to delete my page.”
"We don't remove business listings, so your best bet is to engage with your fans and critics alike, and hear what they have to say."
Unfortunately, Yelp will not remove your page, no matter how nicely you ask, so the best thing you can do is engage the reviewers.
5 Stars37%
4 Stars29%
3 Stars14%
2 Stars8%
1 Star11%
Yelp Ratings Distribu-tion: 67% Above av-
erage
Yelpers are generous, and they assume their favorite businesses are also the best.
Hang in there, and eventually you should receive happier customers.
“But its clearly a false review, can I delete the review?
“But its clearly a false review, can I delete the review?
You Can’t.
“But its clearly a false review, can I delete the review?
You Can’t.
But you can try flagging it.
“All my good reviews are filtered”
Company Current Rating
True Rating
Company Current Rating
True Rating
3.8
3.7
2.0
2.7
2.0
Company Current Rating
True Rating
3.8 4.4
3.7 4.2
2.0 3.6
2.7 3.8
2.0 3.5
Average Increase:
40 Percent
2.8 Stars 3.9 Stars
“Domestic Shipping”
“I don’t show for my category”
“WTF”
Where Yelp is going
• Desktop Mobile– Keywords, not categories– Less research, more decision– Rankings, not just ratings
Yelp used to be just about ratings. Top rated places won.
This led to a higher ranking in Google and more traffic.
But now Yelp sees more searches from their mobile apps.
“Siri, I need a place that sells ravioli nearby”
So now a Yelper with the new iPhone might ask:
“I found a number of restaurants whose reviews mention Ravioli fairly close to you”
“Siri, I need a place that sells ravioli nearby”
And Siri’s results will come directly from Yelp, bypassing Google.
So now Yelp shows less of the top rating, and more of their “Best Match” result.
Here, for example, Yelp shows a restaurant with just 20 reviews at #1
While #5 has 587 reviews and a higher overall rating. However, the top review has a higher density of matches for the keyword “vermicelli”.
Where Yelp is going
• Desktop Mobile– Keywords, not categories– Less research, more decision– Rankings, not just ratings
A CASE STUDYNam An Vietnamese Restaurant
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.
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
Before:#50
After:#1
Before:#16
After:#6
Before:#41
After:#15
Case Study Takeaways
• Keywords are crucial
• Results occur quickly
• Improved average ranking from #36 to #7.
HOW TO IMPROVE YOUR RESULTS IN AN HOUR A DAY
Day TwoBaseline results:What are your customers already searching for?How many page views have you had in the last year?
Day 3-4:How do you want your customers to find you on Yelp?
Day 3-4:How do you want your customers to find you on Yelp?
#17,599: Korean Tacos
#35: Korean BBQ Better choice
Day 6-10:
• Contact Negative Reviewers
Day 11-15:
24 Filtered Reviews 23 Filtered Reviews
• Unfilter your great reviews
Day 11-15:
24 Filtered Reviews 23 Filtered Reviews
• Unfilter your great reviews– Respond– Friend– Compliment
Day 16-20:
• Respond to every new review
“Thank you for your feedback…”
Day 16-20:• Respond to every new review
– Compliment
– Send a message or follow
Day 21-30: Encourage better reviews
Assess your offerings and the popular Yelp searches
Day 21-30: Encourage better reviews
Assess your offerings and the popular Yelp searches
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.
Day 21-30: Encourage better reviews
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.
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
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