Frost Media Solutions

review forum optimization specialists

Google My Business

Who Reviews Your Company? Yelp and Google Review Demographics

Worrying about your online business reviews? Wondering who leaves those complimentary reviews, and who leaves the unfair ones? Review forums are a valuable place to build brand awareness and reputation. And in this case, it’s power to the people. The opportunity to review small businesses and franchises gives every consumer a voice. If you’ve ever wondered who reviews your company, here’s a demographics review of Yelp and Google Reviews.

Yelp

Potentially the most notable for businesses, Yelp has tilted the Internet average in many categories. The average Yelp viewer, according to Quantcast, is more likely to be female than male. Yelp reviewers are also more likely to have higher education, including both college and grad school. Yelp reviewers and viewers are typically between the ages of 18 and 44, with the most significant age group between 25-34. Yelp interests all ethnicities, with a higher than average engagement from the Asian population.

When looking at Yelp’s marketing, these demographics are unsurprising. Yelp has many strategies, like Yelp Elite, to target dedicated reviewers. Yelp Elite caters to reviewers with regular postings and engagement, and entices these users to apply to Yelp Elite with free parties and promos (ideal for that age range). Yelp ranks as the 35th highest-traffic website in the United States. Therefore, if you’re a company that appeals to young adults, definitely consider Yelp a part of your business plan.

Google My Business

In order to leave a Google review, a person must have a Google Account. A Google account can access Gmail, YouTube, Maps,  Google+, and other Google products. Therefore, people that leave Google reviews tend to be huge Google advocates.

Both women and men leave Google reviews. Additionally, the same young demographics as Yelp (ages 25-34) applies to Google. After all, online behavior and engagement still favors the young. However, everyone can see Google reviews now that they appear in local search. While a business will typically have more Yelp reviews than Google, Google reviews will have more visibility thanks to the powerhouse search engine’s algorithm.

Looking for more information about review forums? Read our article on online review management or contact professionals at Frost Media Solutions today.

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Online Review Management: Google My Business Strategies

The popularity of review forums, sites and apps have forced businesses to invest in web visibility and online review management. Google My Business streamlines B2C opportunities within Search, Maps and Google+. By optimizing these platform, small businesses can improve both online and foot traffic. And the more advanced the profile, the more inclined visitors will be to choose your business over competitors.

Online Review Management Devices

Profile Creation:

  1. Create a Google My Business account. The business manager or owner should have admin priority. Then, other co-workers or agency employees can be added with their Gmail accounts. Granting additional employees, rather than sharing this login, will give sufficient control to the right people.

  1. Update your profile. Now that you have a Business account, post as much information as possible. Google will let you choose to include your address, phone number, hours and categories (up to ten). Be sure that NAP consists with the website.

  2. Optimize photos. Share high quality photos of your business and products. Think of what you would want to see as a consumer in your industry. Hotels can share lobby and room photos for specific locations. Restaurants can share pictures of food and atmosphere. Event spaces can photograph spaces and amenities. Take at least 15 pictures for users to scroll through.

 

SEM Strategies:

  1. Include keywords: Stick with SEM efforts and include keywords that would naturally complement your profiles. This holistic keyword strategy will only strengthen its effectiveness. And get used to thinking about your keyword strategy- from your Google My Business dashboard you can directly go to your Adwords and Analytics.

  2. Report false information: Outdated or misinformation should always be reported to Google as an online review management necessity. Likewise, Google will report your false information. Make sure that any keywords and descriptions directly relate to your business or services.

  3. Aim for the Local 3-pack: Google’s Local 3-pack refers to the three businesses that appear on the first page, if matched with searcher intent. Local 3-pack may be the top result, after advertisements or one or two organic results. It’s a great opportunity for web visibility. While the searcher’s IP address will affect results, Google tends to benefit those with Google+ profiles and reviews, rather than using competitors sites. It also looks like Zagat ratings can optimize profiles. So for example, TriBeCa Restaurants will populate:

Online Review Management:

  1. Encourage Google reviews: While business typically have more Yelp reviews than Google, encouraging Google reviews may better serve your SEM goals. When visitors attest to a great experience, asking for a review can bring long-lasting benefits to business and web strategies.

  2. Monitor reviews: Respond to reviews from the Google My Business Account. This will demonstrate that your business cares about consumer insight. Regarding online review management, Google advises,

Become an active presence on Google and respond to reviews. Your customers will notice that your business values their input and respond with more reviews.

When visitors click into the local 3- pack, rather than going to the businesses’ website, a map opens with 20 competitor profiles listed. So if the searcher’s location didn’t list you in the top three, your business may show up here.

However, because reviews are the most prominent factor featured in the local card, online review management and strategy can really make or break your business. Star ratings appear under the listing name, but again in an average rating out of 5. So next time you encourage reviews, try to encourage Google specifically.

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