What’s this about Yelp Converting Better than Google?
This is an extract from The Week In Search SEO Update for w/e 26th May 2017.
This post contains actionable insights about Yelp converting better than Google or Facebook and how to ensure you’re in the right places to be seen and clicked on.
#SEO #LinkBuilding #StarRatings #Conversions #Revenue
Yelp Converts Better Than Google or Facebook
- New Nielsen survey finds that 92% of consumers purchase after visiting Yelp, 42% within a day, 79% within a week.
- The survey was commissioned by Yelp, so a pinch of salt is advised.
- Yelp (and other review sites) are lower in the sales funnel than Google or Facebook.
How to get Yelp Conversions:
- Ensure your site is listed on Yelp and other business review sites with accurate and up-to-date information.
- Ensure someone in the business with a vested interest in the outcome is tasked with responding to user reviews and resolving customer issues.
- At a minimum, aim to maintain ratings and quality at a level similar to, or slightly better than your local or direct competitors.
- Don’t post fake reviews, on your site or your competitors.
- If you would like help in understanding the consumer journey for your customers, or improving listings and reviews, contact me.
Yelp Conversions Discussion:
There is a slight element of teaching Grandma to suck eggs with this not-so-startling revelation. Clearly the survey being commissioned by Yelp may have issues with independence, but it still a useful reminder. It is likely that Yelp will use this information in ad sales pitches to relevant brands.
The fact that users use review sites in their purchase decision should not come as a surprise to anyone, but this survey lacks clarity around the final movements of the user – whether they search Google, hop to Yelp, check on Facebook and then buy, or whether they go to Yelp and purchase directly from there. You would have thought that if Yelp was the last-click provider they would be shouting about it long and loud.
Regardless of this, using Yelp and other local business information / review sites are clearly important to a user’s final purchase decision, whether it is part of tipping the balance in favour of one product, or a sense-check for a decision that has already been made.