Business profile and review best practices from TripAdvisor and Yelp
TripAdvisor and Yelp are two of the most powerful local search and review sites online. According to consumer survey data from Burke, review sites drive more immediate actions (i.e., phone call, store visit, website visit, email) than social media or search.
This consumer behavior is because of review site content and because they’re often consulted lower in the funnel. That’s why it’s important for local marketers to take full advantage of these sites — for multiple reasons, including SEO purposes.
TripAdvisor just released a diner engagement study. Yelp also has data on what drives engagement and conversions on its site. Below I’ve distilled findings from the two sources.
Claim and complete profiles
TripAdvisor found that “Restaurants with hours of operation on their TripAdvisor listing see 36 percent more engagement than those without them.” And Yelp says that “Businesses who complete their profiles see, on average, 5x the customer leads each month.”
Add at least 10 photos
TripAdivsor explained that “restaurants with 11 – 20 photos see double the amount of diner interaction over others with no photos at all,” and those “with at least one Management Photo see 44 more engagement over those with no photos.”
Yelp data show that “a business with 1-5 reviews and at least 10 photos sees 200 percent more user views than a business with the same number of reviews and no photos.”