Friday 07 Sep 2012
Toronto Local SEO Matthew Hunt has written a very thoughtful article aimed at understanding how Yelp’s review filters may be applicable to Google+ Local review marketing. I highly recommend you read it. My own perusal of a segment of Matthew’s post brought up some thoughts and feelings I have on the subject, which I’d like to share with you.
One of Matthew’s objectives is to dispel the myth that you cannot solicit reviews on Yelp, Google Local, and other review sites. In my view, myths typically emerge in an atmosphere of confusion and, sometimes, fear. The purpose of many myths and moral tales is to prevent the hearer from making missteps. In this case, you are trying to be careful not to offend the review gods, lest they smite you!
In 2010, Director of Outreach and Public Policy at Yelp, Luther Lowe, blogged the following statement on the company’s official blog:
There is an important distinction between “Hey, write a review about me on Yelp,” [BAD] and “Hey, check us out on Yelp!” [GOOD]. It’s the difference between actively pursuing testimonials and simply creating awareness of your business through social media outlets.
(bolded emphasis mine)
According to Lowe, there is an important distinction between the two scenarios he describes. Personally, I am not convinced of the clarity of this particular distinction.
Matthew Hunt’s interpretation of this stated Yelp policy, as it pertains to how a business owner should communicate with his customers, echoes the interpretation I believe many people would make. He states:
If they tell you they found you on Google, then you ask things like: “Did you read the online reviews?” and “Do you leave reviews yourself?”. If they answer is yes, then tell them that you get a lot of business from folks who take the time to write a review online and that you greatly appreciate all feedback provided by your customers and hope they do the same.
Again, I think Matthew’s post is really intelligent, but if this interpretation of the policy is correct, then it all basically boils down to a grammatical distinction between the imperative and conditional mood. We’re talking about the difference between:
Review me on Yelp (an imperative command)
If you use Yelp, I hope you’ll review me (a conditional statement)
I am not seeing a mind-blowing distinction between these two scenarios. It is hard for me to believe that the reputations of local businesses and their vitally important reviews can live or die based on this slight of a tweak of grammar.
In both cases, the customer is being nudged toward taking an action. Does Yelp really want to be the fly on the wall, listening to whether the business owner is stating “review me” or “I hope you’ll review me”?
Why should this matter so much? Why is asking flat-out for a review so bad? Being direct is just part of being human, and part of doing business honestly. It’s hard for me to believe that Yelp’s picture of the local business world is peopled by business owners who tiptoe around their storefronts and the web just *hoping* for reviews, *hoping* that they are ‘creating awareness’ of their businesses ‘through social media outlets’.
The real world doesn’t work like that. Effective local business owners take direct approaches to everything, offering the best products and services, the best customer experiences and their best face to the world, day in, day out. They are not staring off into the clouds and hoping that good things will come to them.
Should Yelp really expect them to?
I’m a daily witness to the frustration and disappointment caused by nebulous review filtering. I find trying to explain Yelp’s stated ‘important distinction’ to clients very challenging. It’s like the difference between saying,
“Don’t go into the woods; there’s a dragon in there.”
“You might not want to go into the woods because there might be something in there that isn’t exactly a dragon, but is more like a big fire-breathing lizard.”
When policies nitpick over what boils down to a grammatical dispute, I start to feel like I don’t know what I’m talking about. And if I don’t know what I’m talking about, how can I expect my clients to?
So, if there is a myth that I would like to see dispelled, it stems from Yelp itself and their sometimes unrealistic expectations of local business owners. Google is even less communicative than Yelp about the exact nature of their policies. In such an atmosphere, people can develop all kinds of myths, hoping to walk the line, but in the absence of total transparency, they may be walking down the wrong road altogether.
In 2012, people know review sites exist unless they’ve been living off the grid for the past five years. Is it not possible that, sometimes, this awareness of the existence of review sites might not be quite enough, given the massive power online reviews now have over the reputation of businesses? Might it not sometimes be quite a natural thing to ask a happy customer for a review? Should the sky fall down if a business owner does so?
Something there is that doesn’t love a powerful policy that turns smart business owners into contortionists, fretting over grammar instead of taking a direct and honest approach, asking for a review at the end of a job well done.
Goodness knows, I am not inciting anyone here to break rules, but if rules split such fine hairs, I’m not sure I feel much respect for them.
My challenge to the Yelps and Googles of the world:
Your indexes are populated with the lifeblood of real local businesses. Without them, where would you be? When you make policy, don’t give me this stuff about BAD and GOOD without backing it up with a convincing argument about the important distinction between them. Yelp’s current policy has come to seem rather arbitrary to me. I think everyone would be happier with a transparent explanation of how the rules make sense, instead of an unexplained imperative command.