Are you feeling the Yelp love? As of January 2011, Yelp has received over 12 million unique visitors and that number is growing steadily every month. As a small business owner, it’s important to take charge of your Yelp profile and use it to your advantage.
Google Places is another prominent tool for local listings but many business owners feel that Yelp is more useful in helping them understand customers and find new clients. Because let’s face it, if you’re looking for a new hairdresser or reviews on an unfamiliar restaurant, you’re going to jump on Yelp way before Google Places.
Staking your claim: If your business is already on Yelp, it only takes a few minutes to officially claim it as your own. You’ll need to fill out some information and your profile will be verified by a call to your business phone number.
If you’re new to Yelp, creating a profile is just as easy and you’ll go through the same verification process.
Your information, please: Remember to check the accuracy of your business information and to fill as many information fields as possible. Your description and categories are also a great place to throw in those desired keywords that you want linked for your business. This is helpful for customers as well as SEO.
Don’t be afraid: So many businesses are afraid of Yelp because they fear bad reviews and “losing” customers. If you have products and services you can stand behind, there’s no need to worry. You can only GAIN customers and new business through another form of online exposure. Beauty Utopia in Eagle Rock is a great example of a business that thrives solely through word of mouth and Yelp reviews.
Sure, negative reviews are inevitable but it also gives you another perspective and way to understand your customers – where you wouldn’t even know that something is wrong if you’re not on Yelp. Take a look at our previous post on reputation management.
People talk about Facebook and Twitter as an extension of your online site but Yelp is another site that can’t be missed. Whereas other social media sites help with conveying your brand personality, Yelp boils down to the information and reviews that will really help you get more business.
What happens if you overkill your optimization strategy? I just saw a short interview clip with Matt Cutts on a SEOBook article about this very subject. Although Matt claims that you won’t necessarily get penalized, it’s obviously not ideal to over optimize. Google optimization is a delicate task and the key is to make your efforts look as natural as possible. This means doing away with duplicate content (your own and content “borrowed” elsewhere) and mixing up the keywords you use on a single page. If you feel like you’re using a particular word a little too much, you probably are. This not only looks spammy but it makes it annoying for your average reader.
Have You Checked in with Foursquare?
Whether you love or hate social media marketing, you’ll certainly be at a disadvantage if you ignore it. The internet is abuzz over the Foursquare phenomenon and that’s cool, but I don’t really get it. I mean I “get it” from a marketer’s point of view so I guess we’ll expand on that note. Like local search, Foursquare pulls in customers to drive business. But, how does it work? The jist of it is that customers “check-in” on their smart phone using the application to keep track of the various locations they’ve visited. Depending on the amount and variety of places you’ve visited, users can earn badges that showcase their accomplishments.
Interesting… but what’s the point? Social Media Examiner shows how businesses can implement loyalty programs and build relationships using the app. By using the ‘check-in’ feature, customers can take advantage coupons and promotions available for locals. It’s beneficial for all, so why not? Foursquare, and the lesser-mentioned Gowalla, are fun and engaging new ways to use location based services to connect with customers.
Do you ever come across the label, “One size fits all”? Not only is it frustrating but most of the time, it doesn’t even hold true! Instead of opting for a generic plan for tackling SEO, why not take the time to see what will work best for you? The biggest problem that many have is not knowing where to start or what efforts are enough to help your success. Although a reputable SEO company can’t guarantee your success, your hard work and consistency will pay off in the end.
Investing in Keyword Research
This is an important starting place. Maybe you want to set aside 5, 10, or even 20 keywords that you’d like to concentrate on. Instead of going for a wide variety of words, it can be beneficial to focus on some top terms if there is not a lot of competition in your field. The opposite holds true if you want to get more aggressive with your efforts. Lisa Barone wrote an easy-to-follow article for beginning your keyword research. With free tools from Google and unlimited online resources, there’s no reason for you NOT to get started today.
Moving Onto SEO Content
Now that you know what keywords you want to optimize, it’s time to focus on SEO content. It may be difficult to deliver a steady stream of relevant content. Many companies find it more efficient to enlist the help of copywriters who are knowledgeable in the field. Whether it is keeping up with industry news, voicing your opinion, or plain FAQ’s, these textual gems will help link your site to the significant keywords that you want to be associated with. Marketing experts can’t stress this enough – content is king.
Let’s Get Technical
Search engine optimization works to help your site gain more visibility. This doesn’t happen out of happenstance and you should familiarize yourself with the more technical aspects of organic SEO. Don’t know the difference between title and meta tags? Forget to add relevant keywords to your headings? Did you know you can even add alt tags to make your pictures more search engine friendly? If you aren’t utilizing these fields, just think of all the potential visibility you’re missing out on!
Social media marketing isn’t as easy as it’s cracked up to be. I’ve recently ran into a couple problems and it’s taken me awhile to
1) Problem: You want to clean up your Twitter account but are stuck with too many inactive, irrelevant followers. Maybe, you’re following too many people who aren’t reciprocating.
Resource: With ManageTwitter, you can quickly go through your followers and weed out the inactive ones. It’s a handy tool and sure beats doing it manually.
2) Problem: Your business isn’t showing up right in Google’s Local Business Center.
Resource: Check out the Google forums and you’ll see how many other business owners are in the same boat. We haven’t figured out a better/fast solution so if you have any insight, please let us know!
3) Problem: You don’t know where to start with link building
Resources: Look no further than Lee Odden’s open letter to spammers and 101 ways to build link popularity
As a consumer, it’s only right that you can to take to the internet to share your good and bad experiences at certain establishments. Some prefer personal blogging but Yelp provides a standardized platform for consumer-based business reviews. Yelp is pretty great. I’m continually surprised by the hole in the wall restaurants and have even managed to find a new dentist. Then again, there are times when you stumble upon some horrible reviews and wonder how owners feel or react to this type of criticism. I’ve heard of lawsuits against Yelp before, but not like this.
Last week, Yelp was hit with a class action lawsuit alleging “extortion schemes”. In short, many business owners are claiming that Yelp hit them up for $$$ (so-called advertising packages) after they received bad reviews. Some claim that Yelp offered to remove the negative reviews in exchange for convenient monthly payments.
Of course, Yelp’s CEO has a different story. In the way Jeremy Stoppelman explains it, their marketing tactics are completely legal albeit, a little “weird”. Things are looking more than weird for Yelp right now as more cases are rising against their favor. Time will tell what will happen, but can Yelp’s credibility be fully restored after this case? CEO Stoppleman claims they have nothing to hide, so we’ll just have to wait and see.
There are a lot of cases where small businesses have benefited from Yelp reviews. I’ve even seen negative reviews completely reversed when owners take the time to reach out and contact the negative reviewers. Everyone deserves a second chance at correcting their mistakes but maybe, Yelp has had one too many?
What do you think about Yelp’s current dilemma?
Local Search Marketing
Increasing advances and improvements have made local search engine results more relevant than ever. When you’re browsing online for restaurants or hot shopping spots, you want results that are relevant to your geographical location. Google recognizes consumer demand for this relevancy and is working hard to become more local. With that being said, it would be foolish for businesses to downplay the importance of local search. A focus on your local search efforts means taking a close look at your campaign in specific geographical locations. As a small business owner, your recognition on the Internet relies on how well you do in local search results. Even on a nationwide level, a corporation, such as World Gym, can greatly benefit from ranking higher on local search results.
Improving Your Results
There are simple steps that you can take to improve your local search results. First, take advantage of free local Yahoo! and Yellow Pages business listings. You can make sure that your business is listed in other local business directories and listings from your local Chamber of Commerce. When it comes to keeping your website updated, always make sure to include your address and local telephone number, along with an 800 number. This way, customers and search engine results can easily tell exactly where you’re located. Local SEO efforts will also be appreciated in the long run. It can be as simple as adding your city to title pages and including in keywords and while link building.
What the Future Holds
Local search will only get more accurate with time. Earlier this year, Google has even begun to add pictures to their local search result pages. While this will help put local businesses on the map, it means This means that businesses will have another task of monitoring their activity on local search results and websites. If that’s not enough for you to keep up with, there’s much more. Twitter’s search engine allows users to search in real time. When local search is integrated with real time technology, who knows what the future holds!