{"id":117063,"date":"2012-02-27T19:47:00","date_gmt":"2012-02-28T00:47:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/yelp-not-your-dads-iyp\/"},"modified":"2024-12-19T16:39:45","modified_gmt":"2024-12-19T21:39:45","slug":"yelp-not-your-dads-iyp","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/blog\/analytics\/yelp-not-your-dads-iyp\/","title":{"rendered":"Yelp \u2013 Not Your Dad\u2019s iYP"},"content":{"rendered":"

With an estimated 61 million unique visitors in December 2011, Yelp is among the largest local search<\/a> sites. Yelp offers local business information and reviews provided by consumers. These are indexed by address, neighborhood or zip code. In addition to responding to customer reviews, local businesses can buy targeted ads on a CPM or cost per click basis. Yelp also works to build an online local community atmosphere on the site by encouraging user feedback and conversation. Those that post reviews on the site tend to be between the ages of 18-34 years old, with college degrees and a household income of at least $100,000. Categories that perform particularly well on Yelp include restaurants, bars, nail salons, hotels, childcare providers and doctors. Along with competitors Citysearch, Google Places and Yahoo Local, Yelp presents a very compelling business case.<\/p>\n

But the Yelp business case goes beyond that typically offered by the majority of online directory<\/a> properties. To a great extent, what sets it apart is its focus on ratings and reviews.\u00a0These ratings and reviews not only show up consistently and prominently in the search engine results, but they also impact consumer buying decisions at the Zero Moment of Truth<\/a>. This term, coined by Google, refers to the moment that a user responds to a series of stimuli (for example, advertising messages) by turning to the search engines in order to make a buying decision. This decision is heavily influenced by consumer generated content in the shape of ratings and reviews. According to a Comscore study in 2011, 59% of consumers consider ratings and reviews an important factor in selecting a business. \u00a0In fact, many consumers consult multiple sites in order to survey a variety of reviews. There is no question that businesses need to participate in claiming their business listings<\/a>\n

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