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Yelp Now Showing Review Summaries on Business Pages

Yelp Now Showing Review Summaries on Business Pages

If your business has more than about 10 Yelp reviews, Yelp now will try to summarize them in 2-3 sentence-long blurbs at the top of your page.

This appears to be new.  At least for Yelp.  Google’s been showing the same kinds of summaries for over 2 1/2 years.

Unlike with Google’s review-sentiment summaries, Yelp lets you see at least some of how the sausage is made.  If a specific keyword appears often enough in the (unfiltered) reviews, it will probably end up in a sentiment snippet.

Click on one of the blue hyperlinked keywords and you’ll see where in the reviews Yelp grabbed that word.  Similarly if you click on one of the gray “# reviews” links; Yelp will show you which specific reviews it bred together to beget the review-sentiment  lovechild.

Keywords in reviews have always seemed (in my experience) to help your local SEO in indirect ways.  They affect your reputation – or at least the “first impression” – in obvious ways.  Add another way.

I’m guessing Yelp rolled out these summaries as a way to make large bodies of reviews easier to digest for users of the mobile app.  In theory it may also be of minor use when you’re looking at a business with hundreds of reviews, though in a case like that I doubt Yelp’s summaries will satisfy most people.

I’m sure there’s also a monetization scheme stuck to the bottom of the other shoe.

When did you start noticing Yelp’s review summaries?

Why do you think they’re doing it?

Good thing or bad thing

Leave a comment!

Yelp Now Showing Review Summaries on Business Pages
Source: Local Visibility System

Review Strategy for Enterprise Local SEO: How Big Brands Can Survive the Reviews Revolution

Review Strategy for Enterprise Local SEO: How Big Brands Can Survive the Reviews Revolution

Last week I spoke at the Brandify Summit in LA.  Great event and great audience – full of people who run the local SEO for big companies (e.g. Wal-Mart, Disney, Walgreen’s).

I talked about how most big companies are awful at encouraging reviews, and how they can learn from the smartest small-to-medium businesses.  You can benefit from my review-strategy suggestions no matter how big or small your business is.  Here’s my slide deck:

Be sure to check out the further reading in my second-to-last slide (#47).

By the way, if you found that useful, you’ll love this post.

Any questions?

Any slides that weren’t clear?

Favorite strategy suggestions?

Leave a comment!

Review Strategy for Enterprise Local SEO: How Big Brands Can Survive the Reviews Revolution
Source: Local Visibility System

Local SEO without the Local Map: What Is It?

Local SEO without the Local Map: What Is It?

https://www.flickr.com/photos/jg_photo_art/5142967906/

Google is still in the early stages of injecting ads into the Google Maps 3-pack.  Google never met an ad it didn’t like, so the only question is when (not if) the map pack will become Times Square.

The thought of a pay-to-play local map scares the bejeezus out of many local business owners and local SEOs.

Will you lose your seat at the Local Feast to a big dumb corporation that can shovel more money into AdWords than you can?   Or, if helping people with local SEO is your business – and you don’t do PPC – will you be lying in chalk?

No and no.  Not if you apply a strategy (more on that in a second) that’s based on a few truths:

1. As long as there are local customers, local businesses, and the Web, there will always be local SEO. It’ll just continue to morph over time, as it always has.

2. Your “Google Maps” visibility has a huge amount of overlap with other areas of online marketing – particularly with your organic-search visibility (read: your links and content) and with how good you are at earning reviews on a variety of sites.

3. The local map is not the holy grail. Keep in mind that I make a living in large part by helping businesses get visible there, so I’m the last guy to say it’s not important.  But I’ve seen people dominate the local pack and not get any new business.  Also, Google can always mess it up (even more), lose the trust of searchers, and reduce the potential payoff.  If your one source of leads is your Google local-pack rankings, you are mooning a lion.

4. Local SEO is not just about rankings (duh). When you need something, do you automatically hire whomever ranks #1?  Neither do most people.  Local searchers are not a captive audience.  Most of them will dig until they find a business they trust.  Visibility in Google is only one part of becoming that business.

Fine, but what do you do if Google’s local map becomes prohibitively expensive, or worthless, or disappears entirely?  What’s left?  Is it Van Halen without David Lee Roth?

Local SEO wouldn’t be lessened, or even all that different.  If we write off the map results, your local SEO campaign becomes a combination of your work on the following:

  • Branded search results.  When people look up your business by name, can they immediately tell your site belongs to you and not to a sound-alike competitor?  Are they impressed by your customers’ reviews of you on all the review sites that show up on page 1 for your name?  Have you received any local press?  Are you listed on niche sites?

  • Organic visibility.  It’s usually the business with the best organic visibility that ends up ranking best on the local map.  Often, that comes down to strength of your links.  But you may also want to write blog posts on extremely specific topics in your industry or city, or create good “location” or “city” pages, or both.  Arguably even now you’re not necessarily better off if you rank well in the local pack but not in the organic results; they’re neck-and-neck.  But if the local pack becomes a total trash heap, your organic visibility pays off even more, because people will go back to looking there for all non-ads search results – just as they did before Google Places came onto the scene.
  • Barnacle SEO.  Getting your Yelp, Facebook, YouTube, or other non-company-website, non-Google online properties to rank for “local” keywords can help you haul in more leads, even when your other rankings aren’t so good.
  • Facebook.  It’s slowly waded about shin-deep into the local pond, but there’s no reason to think the shirt isn’t coming off.  It’s only getting more important, and there any many ways to use it to get more local customers.
  • Other local search engines: Apple Maps and Bing Places and Yahoo.
  • Local directories or review sites. Not the rinky-dink ones, but rather places like Yelp, Angie’s List, and maybe even nasty old YellowPages.
  • Industry-specific directories or review sites. Zillow, Avvo, HealthGrades, TripAdvisor, DealerRater, etc.  Those are the big names, but even small niches have directories, and you should pay attention to them.
  • Sites and apps not yet created. Local search in general has gotten bigger over the years, not smaller.  It’s become more of a part of everyone’s life, and will continue in that direction.

If Google’s local map results change significantly or go away, it’s not the beginning of the end, but maybe just the end of the beginning.

Now, I would be surprised if the local map ever becomes 100% pay-to-play, and I’m certain that it won’t change to that overnight.

But you still want a bunker plan.  That means you need to stock up the bunker with MREs and batteries and road flares and ninja throwing stars and whatever else before all hell breaks loose.

https://www.flickr.com/photos/13476480@N07/16671969110/

That’s why, even if the local map-pack remains free and a meritocracy at least in theory, I suggest you work on the things I just described no matter what.

What are some important non-Google-Maps aspects of local SEO?

What’s in your “bunker plan,” in case the local map gets too pay-to-play?

Leave a comment!

Local SEO without the Local Map: What Is It?
Source: Local Visibility System

Google Shoehorns Critic Reviews into Desktop Local Search Results

Google Shoehorns Critic Reviews into Desktop Local Search Results

Google’s hustled on this one.  Less than a week ago, reviews from “critics” started appearing in the local search results on mobile devices.  Now they’re showing up in desktop search results, too.

Right now, “Critic” reviews only show up for restaurants and the like.  I wouldn’t be surprised if it remains that way, but I could imagine Google doing the same for hotels.

This latest tweak is a number of things: a bite out of Yelp’s pie, possibly a sign that Google knows it’s got quality-control issues with Google reviews, and definitely a test to see whether users click on and read and trust “critic” reviews more than those written by the unwashed masses.

Of course, it’s all part of an effort to jack up AdWords use in one way or another – whether or not anyone outside of Mountain View knows yet exactly how.

One thing that puzzles me about this update (or swiftly rolled-out test) is it’s not clear how Google might extend “critic” reviews to showing up in the local search results for industries where business owners really lay down the Benjamins for AdWords – legal, medical, home-improvement, realty, insurance, etc.  Most restaurateurs aren’t big on PPC.

What do you make of “critic” reviews?

Are you seeing them in any non-dining search results?

Leave a comment!

Google Shoehorns Critic Reviews into Desktop Local Search Results
Source: Local Visibility System

Local Business Directory Support-Team Email Addresses: How to Reach a Human When You Need Help

Local Business Directory Support-Team Email Addresses: How to Reach a Human When You Need Help

https://www.flickr.com/photos/trailimage/12826185203/

For reasons that may or may not have to do with local SEO, you need to fix your online listings.  Maybe you want to fix 50, or just one.

All these sites all make you jump through hoops.  You’ve done everything they’ve asked you to.  You’ve filled out their forms to submit new listings as directed, and to make fixes as directed.  You’ve waited.

That process has probably worked for most of your listings, but you’ve got stragglers.  Either the form’s broken, or you get an error message no matter what you do, or the changes don’t stick, or it’s been 5 months and they still haven’t processed your listing.

It’s time to bother a human.  Someone who works at the site.

That’s only fair.  You may only have a free listing and not pay the site directly for a primo listing, but they can only make money from ads if they have a business directory big or good enough to get them traffic, which they boast about in order to sell the ads.  Your business info is part of their directory, and therefore part of their sales pitch.  They owe it to you to make basic fixes to your listing, if they don’t give you the means to do it yourself.

But most of these places don’t give you an easy way to reach someone who can help.  (Hey, time is money.)  So how do you reach someone?

I’ve compiled a list of support-team emails for various local directories, search engines, and data-aggregators.

Many of these addresses my helpers and I have used successfully.  Others are for sites we’ve never needed to contact by email.  All should reach someone who can help you, or who will refer you to someone in a neighboring cubicle who can.

Please email wisely:

  • Use a domain email if at all possible (yourname@yourcompanysite.com). Consider setting up one, if you don’t already use it for your citations.
  • Be polite. Maybe you hate the yellowpages-type company, but the support rep didn’t do anything to you (and can always find a way to decline your request if you’re nasty).
  • Make it clear exactly what you want, so they can oblige you without wasting your time or theirs on back-and-forth.
  • Make it clear you’ve tried everything else, including the normal channels.
  • Don’t email them 5 times in a day because they didn’t get back to you within the hour.
  • If for some reason they can’t say yes to your request, ask how you can get your listing fixed.
  • If you have 75 locations, first ask how you should go about getting those listings fixed en masse.
  • Don’t email them constantly. If you pee in the pool, we’ll all have to get out (but might want to throw you back in).

Here are the support emails, from A to Z, for 21 sites you might be wrangling with:

Acxiom / MyBusinessListingManager email:
mblm@acxiom.com

Angie’s List emails:
angieslist@angieslist.com or memberservices@angieslist.com

Apple MapsConnect emails:
mapsconnect@apple.com or mapsconnect-business@apple.com

Bing Places email:
placesfeedback@microsoft.com

City-Data.com email:
errors@city-data.com

CitySearch / InsiderPages emails:
myaccount@citygridmedia.com or customerservice@citygrid.com

Cylex email:
info@cylex-usa.com

Factual email:
accounts@factual.com

Foursquare business email:
support@foursquare.com

InfoGroup / ExpressUpdate email:
contentfeedback@infogroup.com

LocalEze emails:
support@neustar.biz, support@localeze.com, or localezesupport@neustar.biz

Manta email:
help@manta.com

MapQuest email:
supportteam@mapquest.com

MerchantCircle emails :
toplevelsupport@merchantcircle.com or support@merchantcircle.com

ShowMeLocal email:
support@showmelocal.com

SuperPages & DexKnows email:
customerservice@supermedia.com

Yahoo Local email
listings-support@yahoo-inc.com
(If Yext won’t help you – and you’ve tried their free-fix method – you can email Yahoo.  We’ve had success in getting duplicates removed this way.)

Yellowbook emails:
team@hibubusiness.com or servicecenter@hibu.com

YellowBot email:
help@yellowbot.com

YellowPages emails:
ypcsupport@yp.com or customer.care@yp.com

Yelp Business email:
feedback@yelp.com

I don’t have a direct, non-phone-tree phone number for most of these (yet?).  If you also want non-email ways to contact some of these sites, here are a few great resources:

Be Where Your Customers Are with Local Business Listings – Max Minzer
(includes some phone numbers and extra detail)

Major Internet Business Directories – Mike Munter
(includes some phone numbers and extra detail)

Twitter Handles for Local Business Citation Sources – Bill Bean
(in case you want to try to get help via Twitter)

Thanks to Austin Lund for letting me know about some emails (see his comment).

Special thanks to Nyagoslav of Whitespark for telling me about a few emails I didn’t know about.  By the way, if the thought of fixing all your listings yourself makes you feel like Fred Sanford, consider hiring Whitespark to help clean up your citations.

Which sites have been helpful – or not helpful – when you’ve emailed them?

Any email addresses you’re still looking for?

Any emails I’m missing?

Leave a comment!

Local Business Directory Support-Team Email Addresses: How to Reach a Human When You Need Help
Source: Local Visibility System

Do You Really Need a Facebook Page for Each Location of Your Business?

Do You Really Need a Facebook Page for Each Location of Your Business?

https://www.flickr.com/photos/ecastro/4936469618/

Last year a client of mine with multiple locations asked me whether she really needed to bother creating a Facebook page for each location.  She wanted to have just the mothership page, for her flagship location.  Simpler.  Less hassle.

Less benefit, too.

I suggested creating a Facebook page for all locations (which we did), and mothballed away my long answer for the next person who asked.

Then the question came up again on Google+.  I offered a chopped-down answer there, but figured it was time to release the director’s cut.

Here’s why you should have a Facebook page for every location of your business (or at least for the locations you care about):

1.  Customers want and expect to find a Facebook page for the location nearest them.

2.  Google is more likely to show the Facebook page for your nearest location when would-be customers people in that area search for you by name. People in NYC see your NYC page, people in New Jersey see your Jersey page, etc. – even if they type exactly the same thing into Google.  Google is pretty location-sensitive, and your strategy shouldn’t be any less so.

3.  It’s an excellent “barnacle SEO” opportunity.

4.  People don’t want to feel like they’re working with a satellite office, or with “corporate.”

5.  You’ll have a chance at ranking well in Facebook – which is important to the extent that would-be customers go there and actually use Facebook’s search box to find what they’re looking for. Most people don’t do that, but you want to be visible to the ones who do.

6.  It’s another place to get reviews, and a mighty important one at that. You don’t want only your “flagship” location to have Facebook reviews.

7.  Want to use Moz Local? For verification and anti-spam purposes, it requires you to have a Facebook page or a Google My Business page for each location you want to load into Moz Local.  Now, the tool isn’t always good at verifying you by looking at your Google page (for instance, you’ll run into problems if your address is hidden).  That’s when your Facebook page may come in handy.  Belt and suspenders.

8.  It’s a good local citation.

9.  Even you don’t create a Facebook page for a given location, one might be auto-generated for you anyway. If Factual gets it meathooks on your local-business data, it will feed that data to Facebook, which will pump out an “unofficial” page.  You may or may not want that page, which may or may not even have the correct info on your business.

10.  Wouldn’t you want the option of posting content that’s specific to one local market or the other? Rather than generic piffle that everybody’s supposed to like but that nobody really likes.

11.  You don’t even have to spend time being active on all your Facebook pages (or any of them, for that matter). It’s nice if you do, but not essential.  The page just needs to exist, if only for the people who expect to find it, and as a vessel for reviews.

https://www.flickr.com/photos/evenkolder/16555476280/

 

12.  It’s quick and easy to create each page. Don’t do it if you have a good reason that I didn’t address, but don’t skip it out of laziness.

13.  You can always set up “Locations,” if you want what Facebook used to call a parent-child structure between your “main” page and your pages for specific locations. Here’s a great guide on Facebook “Locations” from Sweet IQ.

Can you think of reasons I didn’t mention?

Any arguments against creating a Facebook page for each location?

Leave a comment!

Do You Really Need a Facebook Page for Each Location of Your Business?
Source: Local Visibility System

Niche Local Citations Don’t Get Enough Love

Niche Local Citations Don’t Get Enough Love

https://www.flickr.com/photos/bionicteaching/14230076900/

People who know enough about local SEO to be dangerous don’t think twice about paying some poor soul to create 200 listings on glitzy big-name local-business directories like GoPickle, MyHuckleberry, and Sphinxaur.

They heard about these things called citations.

They heard citations matter to your local visibility.

They did basic work on 20-30 important listings, saw a little boost in visibility, and figured they’d squirt out 200 citations and really show ‘em.

It must seem puzzling when all those hours of work amount to nothing more than a monster spreadsheet of listings on local directories that nobody’s ever visited except to create a free listing.

One quickly hits a wall on citation-building.  Citations are but one piece of the local-rankings puzzle.  (I sure hope you also have a strategy for getting good links and reviews.)

But let’s say you want to wring the maximum benefit from citations, without going past the point of diminishing return.  Having more listings on generic sites isn’t better.  Having listings on relevant sites is better.  In other words, you want niche local citations for your business.

What’s a “niche” local citation?

By that, I mean you’ve got your business’s name, address, phone number, and (usually) website listed on a site that’s either (1) focused on your industry or (2) focused on your city or local area, or both.

Examples of industry-specific citation sources include HealthGrades, Avvo, TripAdvisor, and DealerRater – but those are only the big names.  There’s also at least one local-business directory for pretty much any field you can think of.  Local newspapers, local Chambers of Commerce, downtown business associations, and local directories for a specific city/town are the kinds of “local” niche citation sources I’m talking about.

Anyway, local SEOs don’t talk about niche citations enough.  I’ve got a few theories as to why that is:

  • It takes research to find niche citation opportunities, and every client’s situation is a little different. That’s more work than using the exact-same list for every single client.
  • You may need to know something about the client’s industry – or learn more about it – to find places worth being listed on.
  • There aren’t as many niche citation opportunities as there are general local directories. You can’t promise to build 100+ listings, because there are probably about 10 good ones, and even fewer if the business itself is in a specialized field.
  • Some niche listings are paid. Those are harder to justify baking into your pricing, or to browbeat your client into paying for.
  • SEOs can’t spout the “This directory has a monthly reach of 7 million!” nonsense when they try to explain the value of their work. You get a good niche citation on a site with relatively fewer users, but more of them are users and not stumblers.
  • It may never even occur to some SEOs to do anything beyond what other SEOs talk about. It often becomes a color-by-numbers deal.
  • SEOs would have to explain the value of niche citations more than they would, say, an impressive-sounding but fluffed-up list of 100-200 sites.

Why you shouldn’t overlook niche local citations

Simply being listed on a niche site may help your local rankings to a degree, but how much it helps is anyone’s guess.  Rather, I’d say the main benefits of getting niche citations are:

  • They tend to rank well in Google for specific search terms – as opposed to terms that tire-kickers and other not-yet-serious customers might type in.
  • They’re more likely to offer a “follow” link (i.e. one that Google “counts”), especially if they are paid directories. (No, links from those sites won’t land you in Google’s doghouse, if they’re relevant to your field and if they’re not your only way to get links.)
  • There’s a better chance they’ll yield an additional trickle of leads, to the extent the sites cater to a specific audience.

How can you find good niche citations?

Some resources:

Brightlocal’s Best Niche Citation Sites for 41 Business Categories

Whitespark’s Local Citation Finder (or just have them build the niche citations)

My list of review sites

My list of citation sources (by the way, I need to prune this list)

Also, you can always just type in some of the search terms you’re trying to rank for, see what sites come up on the first couple pages of search results, and see how many of those sites you can list yourself on.

Are there any benefits of niche citations I forgot to mention?

Do you find them using different methods?

Any questions?

Leave a comment!

Niche Local Citations Don’t Get Enough Love
Source: Local Visibility System