Yelp vs Google: SMB Ad Agency Perspective
Co-Founder at VIIRL
inpractise.com/articles/yelp-smb-ad-agency-perspective
Co-Founder at VIIRL
The expert spent 4 years developing a marketing partnership with Yelp through VIIRL - an SMB advertising agency he co-founded. His clientele was predominantly comprised of home service businesses. He managed $2 million in monthly advertising budget on platforms including Yelp and Google.
Interview Transcript
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Do the reviews and ratings serve different purposes?
A rating allows for easy comparison between businesses. For instance, you can quickly assess between a 4.1 and a 4.4 business. The review, however, is more significant as it provides actual user experiences.
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Do people also start with the lowest-rated reviews on Google?
With Google, fewer people read the actual review because users can simply click a five-star rating and not leave any comments. Many reviews are just one or five stars, which is more of a rating than a review.
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Do people also start with the lowest-rated reviews on Google?
If you visit a Yelp page, you might see a four-star rating with 95 reviews. At the bottom, there's a grayed-out link indicating "210 reviews not recommended". These are actual reviews the business received on Yelp, but Yelp's algorithm decided they weren't recommended based on various factors. Yelp focuses on the quality of reviews rather than the quantity. They're looking for trustworthy reviews that potential customers would want to read.
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