mobile, social, and customer reviews - the new seo for local

Mobile, Social, and Customer Reviews - The New SEO for Local

Presenters: Darnell Holloway and Andrew Glass

Your Hosts For Today

Darnell Holloway

Head of Business Outreach

Yelp, Inc.

@DarnellJustin

Andrew Glass

Regional Development Manager

Main Street Hub

@MainStreetHub

Yelp’s Mission

53 MILLION REVIEWS AND COUNTING

53 Million reviews Reviewed businesses in every category

Cumulative reviews contributed since inception

Yelp Consumers Are Purchase-Oriented

3 Types of Customers & How to Get

Them

Types of

customers 3 Friends of

Your Customers

How Do They Find You

Reputation

Word of Mouth

Top of Mind

New Customers

How Do They Find You

Reputation

Word of Mouth

Top of Mind

New Customers

Friends and Referrals

How Do They Find You

Reputation

Word of Mouth

Top of Mind

New Customers

Friends and Referrals

Regular Customers

The Mobile Effect

Smartphone Adoption Growing in the US

62% Of the US mobile

population now owns a

smartphone

40% own an iPhone

and of that…

Nielsen Mobile Study August 2013

Mobile Amplifies the Local Opportunity

*Used on an average of approximately 10.4M unique mobile devices per month during Q2 2013

Note that the metrics above do not include Qype sear ches, unique visitors, mobile devices, calls, directions. or ad impressions

120M Unique Visitors* Mobile Searches

Yelp App on 10.6M

Unique Mobile Devices

Unique Visitors to Desktop

Unique Visitors to Mobile Website

Note that the metrics above do not include Qype searches or ad impressions; All data is for Q2 2013

* Per Google Analytics, average number of monthly unique visitors over a given three-month period

~30%

~70%

59%

Apple Maps + Siri

Yelp has been integrated into in-dash systems

made by BMW, Lexus, Toyota, Honda and Mercedes-Benz

HOW YELP USERS NAVIGATE: MOBILE APP

Explore the Menu Click to Call

Directions Photos

What is SEO?

Each year Google changes it’s search

algorithm 500-600 times

Top Factors In Appearing In Natural Search

Over 10,000 Keywords

Analyzed

30,000 SERPs (search engine result pages)

300,000 titles, descriptions, URLs, etc.

Approx. 150 GB of data

Approx. 5,300,000,000 backlinks

Approx. 4,150,000,000 Facebook shares

Approx. 12,950,000,000 Facebook likes

Approx. 600,000,000 Facebook comments

Approx. 1,000,000,000 tweets

Approx. 330,000,000 Google plus ones

Source: 2013 Spearman Correlation Study searchmetrics.com

Traditional SEO

Local SEO

Social Media & Customer Review Best

Practices

Social Media and Your Business

Grow & Engage

Customers Real Time Customer Service

Mobile

Checkins

Customer Reviews

Reviews and

Circles

Built-in Loyalty and

Reward system

5,700 Tweets

every second

120+ Million Users every

month

400 Million

Active users

Users share

2.5 Billion

posts a

DAY

Build Engagement

People are most likely to engage with

branded content on social media that

contains pictures (+44%).

Source: Performics

Beyond Engagement

Generate Testimonials Shout Out Loyal Customers

Build Conversations

Target New Customers

Be Opportunistic

retweeted over 15,000 times

garnered nearly 20,000 likes on Facebook

2,000 Instagram followers pre-game

to 36,000

How To Do It Locally

Simon Pagenaud

Ryan Eversley

Twitter

Reach 194,130

Deliver Great Customer Service

Review content here

Review content here

Respond to Reviews

Negative Review? Stop, Drop & Roll.

1. Stop - Don't respond immediately. The best advice I've received is to sleep

on it (although I typically lose sleep over such reviews). Waiting 24 hours can

make all the difference.

1. Drop - Drop the prideful, defensive and harsh response. Let a trusted co-

worker or friend read through your response before posting. Remember, taking

the high road is rarely a bad idea.

1. Roll - Roll with it. In the end, you can't control the opinions of your clients.

Attempt to mend any valid issues this person presented through their review.

Keep providing the best possible service and products. Do those things and

the more affectionate reviews will exponentially multiply!

Tip #1:

Post Public Comments You Can Be Proud Of…

Tip #2:

Say ‘Thank You’, State Your Policy and Respond

Promptly

Initial Review: 1 Star

Review Update: 3

Stars

Public Comment

from Business

Owner

Quality Control: Why Some Reviews Come Down

All businesses are equal in this regard.

(Advertisers & non-advertisers treated equally; filtered reviews viewable.)

Quality Control: Why Some Reviews Come Down

All businesses are equal in this regard.

(Advertisers & non-advertisers treated equally; filtered reviews viewable.)

Quality Control: Why Some Reviews Come Down

All businesses are equal in this regard.

(Advertisers & non-advertisers treated equally; filtered reviews viewable.)

Provide Great Service!

Update Your Email Signature

and Business Cards

Create a Check-In Offer or Yelp Deal

In-Office & Newsletter Marketing

Ways to Encourage Engagement

Tracking

Track Your Results

Q&A