What are your thoughts on Yelp for business? Do you think it hurts or helps?

As a very small business owner, never ever again

Well, you asked for it! Long Post warning (well worth the read, though)

FIRST, something very important to consider: sites like Yelp and tripadvisor are not included in Google's star ratings in their Maps/business listings. Google considers them biased, and not truly objective. (FYI, Tripadvisor is actually owned by the parent company that owns Expedia: purchased in 2011! Google stopped displaying Tripadvisor star ratings in their maps listing immediately after this purchase. Coincidence? I think not! Think about it: A travel review site that is owned by the world's biggest travel booking website. C'mon folks, it's a no-brainer here.) This is because several of these major business and travel review sites have pay-to-play, or Premium listings that allow more dynamic features, and allow businesses that pay for enhanced listings significant advantages over those that don't. Review site employees and executives might disagree, but here is the truth, regarding how/why only Google star ratings/reviews are included in their top-of-the-page Maps/search results. Google only considers their own reviews as unbiased, and hence, the most relevant to a potential customer/patron/guest, etc. But you're free to agree or disagree. Just putting this information out there. As a marketer who has worked with several hundred clients over the last 10 years, and read thousands of reviews from multiple sources, I have a strong, well-informed opinion here.

Whether or not business owners like these review sites, we have to acknowledge that no matter how we feel toward them, good or bad, we cannot ignore the powerful influence they have in both referring paying customers, or turning them away. You have to be vigilant and make sure you respond intelligently and in a timely manner to reviews, both good and bad. I've seen business owners rant and complain because they've ignored sites like Yelp, Tripadvisor, Google Plus, etc., and then wonder why business is slowing down. Sticking your head in the sand and ignoring the need to optimize your profile (whether or not you pay for premium listings) on said review sites only changes your viewpoint, not the facts of how business has changed, or where you potential customers now go to make their buying decisions. You might get lucky, but why leave such an easy-to-manage thing to chance?

HOWEVER..

Only a small portion of 1-2 star reviews are really necessary, from what I have seen. I have found it to be a general rule that most business owners take pride in offering quality products and services, and want to ensure that you have the best experience possible. Seriously, how else would they, or anyone, stay in business? While there are businesses that we should legitimately warn others about, all too often we see customers (and quite a few non-customers) blast a business without ever even approaching the owner or manager of that establishment to see if they can correct a situation or problem, and make things right. If the management is rude, get ahold of the owner. If you can't reach the owner, or they don't respond promptly, think long and hard about before you post a negative review. Put yourself in the business owner's shoes: You've sacrificed years of your life, your savings, etc, putting your hopes and dreams into building your business to where it is now. How much would you appreciate someone eviscerating you and your business reputation online without ever giving you a chance to apologize sincerely and make things right? Or to clarify things, if there was just a misunderstanding? Sadly, most negative reviewers don't take the time to consider this before posting said negative reviews. Most problems and misunderstandings can be corrected with minimal effort. Unfortunately, we, as consumers, are often just plain lazy and inconsiderate, when it comes to thinking about the aforementioned factors. Think about a business as somebody's livelihood. Many negative reviews directly impact the earning potential of a business. Yes, you're impacting husbands and wives and families, and even communities. Most people tie a business' reputation directly to the owner's reputation. Most negative reviewers don't give this possibility of hurting a real person financially and personally a second thought. Believe me, most owners take these negative reviews very personally, and are often very hurt and bewildered by them. The majority of negative reviewers won't actually approach an owner or management civilly and inform them of the problem. Yes, if you want to be treated with kindness and consideration, you, as the customer, should treat business owners and their employees the same way, even if/when they make mistakes. We all hope someone will cut us a little slack when we mess up. Why should you treat a business owner or its employees any different? As customers, we have come to expect a standard of excellence, which I believe is right to expect. But when we replace high expectations with a sense of entitlement, we lose sight of the humanity of the people on the other side of the counter and become consumer brats.

In addition, I think if people actually put more helpful, constructive feedback, and thoughtful tips and insights regarding businesses they've patronized on Yelp, or any site, then these review sites would get even more credibility and users. Unfortunately, much (but not all) of what is on there, and many review sites, where negative reviews are concerned, are often posted by those individuals who want to whine and rant online, rather than just speak with a business owner directly, with civility and politeness, so they can remedy the problem/situation. For that reason, I will always take review sites like Yelp with a grain of salt. If I saw yelp and Tripadvisor switch to a "Verified customer/guest/patron only" status, I think that would actually get rid of a LOT of garbage reviews. There are quite a few negative reviews left on review profiles, that are actually left by competitors or disgruntled employees who were fired for questionable/illegal activity. Having a way to verify an true purchase with a vendor or service provider before leaving a review would allow potential customers like you and me to actually see what your experience might be like for a paying customer. Even this will not filter out all of the perpetually grouchy people with a chip on their shoulder, but at least it will allow you to see a more accurate representation of what your experience, as a PAYING customer might be like.

And yes, there are always genuine exceptions. There are indeed deplorable business practices, products and services, etc., that we should probably get online and warn others about. But before you put on your social justice warrior hat and cape, now you have the business owner's humanity and livelihood to consider, as well. And remember, whether you call it Karma, or the law of restoration, or whatever, what you send out will return to you. Personally, I'd rather try and make the world a better place with praise, cooperation and understanding. And with the occasional, rare negative review, if all else fails, and there really is a place that should be generally avoided by everyone. Those of us who really care are willing to reach out to lift small business owners up, as well. That makes our community, and hence, the world, a better place for everyone.

Yelp and Angie's List are defendants in separate class action lawsuits related to fraudulent business practices. Their lawyers have so far been very successful in constantly delaying proceedings, which allows both to continue operating.

It is about 4 years now since both lawsuits started.

Angie's List was recently sold to the same parent company that owns Yext and Home Advisor.

I have been listed on Home Advisor about 10 years and enjoy a 4.8/5 star rating with about 340 reviews.

Originally, Angie's List was a members only site, where you paid an annual fee of $44.00 to be able to see the businesses listed therein.

A business could not apply to be on their list, they could only be submitted by a paid member.

I had 5 customers submit my company to AL with all positive reviews. AL called me to congratulate me and offered me a listing on their site, but only for a fee. When I respectfully declined, they ignored their charter and refused to include me in their list.

I get weekly calls from Yelp sales people wanting me to advertise and pay for better placement. I constantly refuse, going so far as to block their phone numbers. That doesn't work cos they just use another number to call and pester you anyway.

I have listed my site there (claimed my business), professionally tailored my listing, followed their rules and suggestions, like a good boy, yet still after almost 8 years, they refuse to publish the many good reviews I have been lucky enough to receive from customers.

I constantly get bombarded with blast email project requests from supposed customers, for services I don't perform.

I even claim on the site page, in bold large font that we do not perform that service, yet I constantly get multiple leads weekly for that type of service request.

I try to respond to everyone politely, even explaining that we don't offer that service and have received snarky reviews and poor ratings from customers with their nose out of joint.

Yelp refuse to do anything about it and I have to suffer with the negative connotation.

Luckily, I have a sufficient number of reviews from multiple other lead generation companies that continues to provide me opportunities.

About 6 months ago, I decided to temporarily suspend my Home Advisor account because I was being constantly inundated with requests for services I do not perform and I was required to spend 3 hours a day, 3 days a week chafing credits from Home Advisor.

I maintain my membership in the site, because I may turn the leads back on. I have so many wonderful reviews and good ratings, it would be almost suicidal to throw all that away, especially when many of those reviews come up online when prospective new customers search online for service providers.

Having suspended the leads program for the part 5 months, I still receive leads from customers who find me through the Home Advisor site and see my positive reputation, look me up directly and reach out. That is why I maintain membership there, only now I don't have to spend any money at all for qualified leads.

I continue to receive positive reviews on these lead generation sites because I ask the customer to leave a review if they feel inclined.

Yelp sent me 35 leads one day last week. The first contact in about a month. All leads I responded to immediately and never heard one peep from anyone.

It is a con. You have to be listed, just like the old days of being in the book, but don't waste your time or money on it. It will bear very little, if any fruit

I don't care for Yelp; customers have written lovely reviews and they don't post them. There is no way to contact them, only through a no reply computer.

Here are some additional issues. Yelp, in my opinion, has very unscrupulous business practices. I find their marketing program to be way to aggressive and with over 400 businesses telling me their less than impressive ROI, mafia style business model, and questionable billing is not a place that a business wants to be found on. 

The Many Problems with Yelp

Yelp Craters

Also, Raymond Fong wrote his experience with Yelp here:

A Candid Yelp Advertising Review – Is Yelp Ripping People Off?

Their business model, in my opinion, targets small businesses that are not internet marketing savvy and has an old style boiler room sales force. They are not good for business, and really drive bad behavior for consumers.

If you need someone you don't know, telling you where to eat, then you probably don't have friends, so why go out to eat?

Yelp is the least authentic rating sight. They give preference and placement to paid supporters. And they are the only site where they filter what they feel is and isn't a legitimate review. Ironically they seem to post more favorable ratings to paid businesses than those who don't. Don't waste your $ w/Yelp, focus your efforts and resources on just doing it right. Yelp has lost credibility with consumers because they know it is a "paid" review site

I think I'm more irritated with YELP being just one more APP where people who know very little and who most of us don't even know, get to play "expert" and direct what we do or don't do. At what point do I begin to need a group of people who grew up eating McDonald's telling me what is good food? If this App is useful then next we'll have to consult apps telling us which apps we should or shouldn't use. I find these social rating apps, to be a waste of time and full of lies. I was contacted by a service that sells likes for Facebook pages. Same with Twitter followers. Most of these ratings are fake. Just another marketing ploy with a foundation constructed on a sandy beach. When what is real cannot be distinguished from what is fake, the foundation of the tool is compromised and the opinions should be ignored. Yelp is full of fake reviews. I am not going to participate in using some APP with a foundation of fake reviews just so a few people in Silicone Valley can be made into billionaires. Rating a restaurant in West Des Moines, Iowa has nothing to do with what is going on in San Francisco, California. Rating food is a matter of taste, not the opinions of an ill-defined group. And if this is such a terrific product, then why are Yelp's directors, CEO, VP and members of the board of directors all selling their stock? Is this really about food or about people in San Francisco trying to be billionaires based on a system that promotes fake reviews at the expense of local businesspeople who actually work for a living?

I would avoid Yelp. I have seen too many bad reviews about good people and good products and vice versa.

Love them or hate them you need to be using Yelp. BUT you don't need to pay for it. I have a client that is waiting to get out of his contract with them. He has seen zero return and pays about 800 bucks a month.

But you can't ignore your profile page. When someone searches your business name your Yelp page is probably on that first page in Google. Add pictures, respond to reviews, make sure all the information is accurate and updated.