Use Yelp Effectively to Improve Local Search Ranking

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Yelp.com can be really effective in helping you optimize your marketing for local search results. Yelp is a local review website that has more than 30 million reviews, and it now has active communities in more than a dozen countries. These reviews cover restaurants, retail stores, education, real estate and a lot more. In the second quarter of 2012, Yelp had 78 million unique visitors each month.

When we look at the search results in five major cities for travel, retail, auto rentals and other areas, there is a big variation in Google results for the different cities, as a new white paper from BrightEdge points out. The white paper states that a brand could boost traffic and revenue by up to 30% if they are able to close the gap in SEO performance. They can do this by ranking at the identical level as their top city for each keyword across all five of the cities.

This is not easy to do. The first challenge is for a marketer to try to get a good picture of what their site’s visibility is across the multiple locations. But based upon Yelp’s experiences, BrightEdge was able to distill some local search best practices:

Local/mobile advertising will reach $24 billion in just four years, so there is a huge opportunity to be had for those marketers who embrace local search results.


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