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Your Restaurant on Yelp
If Yelp has been a source of frustration, learn how to make the app start working in your favor.
(Reading Time: 5 minutes)
Like many restaurant owners and managers, you might view Yelp as either a game-changer or a challenge for your business. Being favored by this popular review platform can shower your establishment with numerous benefits, but finding yourself on its less favorable side might negatively impact your business and repel customers.
Since Yelp's launch, I've been an active user and have spent years as a digital marketer specializing in small businesses. My motivation for writing this article is straightforward: I aim to demystify how to harness Yelp to achieve your goals (increasing sales from both new and returning customers) by leveraging its algorithm to your advantage.
In this piece, we'll explore:
Debunking the "Yelp Ranking Rumor": Why the pay-to-play myth isn't what it seems.
Understanding Yelp: A look at how it ranks businesses based on 6 critical factors.
Creating a "Yelp Ranking Engine" for your establishment.
Implementing your "Yelp Ranking Engine" within a week, even for the busiest entrepreneurs.
Let's get started
Part 1: Debunking the "Yelp Ranking Rumor": (Is High Ranking On Yelp Search Really Pay-to-Play?):
A lot of people running restaurants think Yelp is just about paying for ads to get noticed. They believe you need to spend money on ads or a better subscription to get your restaurant up in the search rankings.
I used to think the same way, especially since Yelp really pushes their ad sales on business owners. They make you believe you need to spend on ads or get a better subscription to see your restaurant climb the search rankings.
But, here's the deal: paying for ads isn't the be-all and end-all on Yelp. Sure, it might bump your place up a bit, but a lot of Yelp users actually skip right past those paid spots. They're more into checking out places with genuine good reviews and lots of stars.
I’ve learned that even though paying can get you a bit more visibility and less clutter from ads on your page, it doesn’t mean you’ll see a line out the door.
The real game changer is getting how Yelp decides who gets seen and who doesn’t. It’s not just about who pays more. If you really get into how their system works, you can make your spot stand out on Yelp without pouring all your money into ads.
Now, let's get down to the nitty-gritty of how Yelp's ranking system works and what really gets some restaurants to the top of those search results.
Part 2: The Six Essential Factors for Ranking Your Business On Yelp
Before you can use Yelp's algorithm to boost your business's visibility for specific keywords, it's crucial to grasp how it functions.
Heads up: The inner workings of Yelp's algorithm are a closely guarded secret, known only to a few insiders. However, based on our extensive experience and success with Yelp in helping restaurants climb the rankings, we've identified key factors that significantly influence your position. It's worth mentioning that there are other variables at play, but the ones we're about to cover are critical for quick advancement in Yelp's rankings.
Here are the six most crucial elements:
Proximity: How near your business is to the person searching or the location they input. This is foundational because it aligns with the searcher's immediate vicinity or interest.
Category Selection: The importance of accurately categorizing your business in your Yelp profile cannot be overstated. This step is often overlooked by many businesses when setting up their profile, but it's essential for being found under the right searches.
Keywords in Business Description: Instantly actionable, the right keywords in your description can significantly alter how Yelp perceives your business. Think of it as menu crafting but for your Yelp presence.
Keywords in Customer Reviews: Yelp's essence is what customers say about you. Their words, especially the keywords they include in their reviews, play a pivotal role in future keyword-based rankings. We have strategies to encourage the mention of certain keywords.
Total Number of Reviews: While we never directly solicit reviews (as that's against Yelp's policies), encouraging check-ins can lead to reviews naturally. A strategic approach here can result in glowing testimonials.
Review and Check-in Frequency: Often overlooked, the regularity of reviews and check-ins is vital. Consistent activity signals to Yelp's algorithm that your business is thriving and engaging, making ongoing customer interaction essential.
To leverage these "6 core factors," we craft a "Yelp Ranking Engine" within our restaurant. This strategy respects Yelp's guidelines while optimizing our visibility.
Next, let's delve into creating this "Ranking Engine" for your business.
Part 3: How to Develop a "Yelp Ranking Engine" for Your Restaurant
Keep in mind, directly asking customers for Yelp reviews is off the table. Instead, we encourage them to check in at our spot on Yelp, subtly guiding them towards leaving a review.
Here's how we kick things off with what we've dubbed our "Yelp Review Engine":
Initiate with an SMS List: Start by offering a small yet enticing item at your establishment, not for a review, but to establish a line of communication for future contact.
Direct to an Opt-in Page: While they're enjoying their meal, guide them to a dedicated opt-in page through in-house prompts like table toppers or flyers. For takeout orders, include a business card with a QR code that leads to the same page.
Offer a Token of Appreciation: After they opt-in, reward them with a small freebie or discount, not for a review, but as thanks for their engagement. A few hours post-meal, send a message encouraging a Yelp check-in, highlighting how it supports your ongoing commitment to quality service and food.
Encourage Organic Reviews: Following the check-in prompt, customers may feel inclined to leave a review, hopefully sprinkled with keywords we're targeting. This step is facilitated through tactful follow-up messaging.
Amplify Visibility and Ratings: As reviews begin to accumulate, both your star rating and your presence in Yelp searches improve, drawing more patrons. These new customers then enter the cycle, perpetuating the "Yelp Review Engine" effect, boosting your business's visibility and appeal on Yelp.
The process essentially unfolds in this manner:
Alright, now that you've seen how a mix of savvy tech and smart marketing can play into Yelp's hands (boosting our rankings and, by extension, our business), let's dive into the nuts and bolts of putting it all together.
Part 4: Launching Your "Yelp Ranking Engine" in Just 7 Days,
Regardless of Schedule
Running a restaurant means wearing many hats, and often, marketing becomes one of the many critical roles you have to juggle.
In recent years, we've had the privilege of lifting the marketing weight off many restaurant owners and managers. Should you have queries about setting up what we've discussed, feel free to reach out directly.
I'm more than happy to offer guidance via email at no cost - after all, we all rise by lifting others. For those looking for in-depth assistance with creating your own "Yelp Review Engine," we offer an accessible package to get you up and running.
I hope this guide makes navigating Yelp a smoother journey for you.
Any questions? I'm just an email away at [email protected]
About the Author
Stacia Kennedy is a Digital Marketing expert and the owner of Got Funnels. She is specializing helping businesses grow by leveraging the internet.
For over 15 years, Stacia has helped hundreds of entrepreneurs, coaches, and consultants build their brands and close more sales with the latest online marketing strategies.
Now, you can unlock the secrets to her success by accessing a free training that breaks down the proven formula she has used to achieve passive income and financial freedom.
About the Author
Unleash your business's full potential with the digital alchemy of Amy King, the mastermind behind My Biz Blast.
With over a decade of expertise, Amy has been the catalyst for growth for countless businesses, empowering entrepreneurs, coaches, and consultants to amplify their brand and skyrocket their sales with cutting-edge online marketing tactics.
Dive into Amy's treasure trove of strategies with our complimentary training and discover the blueprint that has paved her path to passive income and financial liberty.
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