Can Google Index the Content of Embedded Yelp Reviews?

https://www.flickr.com/photos/pfala/3813096211/

Can Google?  Yes.  Will Google always index the content in Yelp reviews?  Jury’s out.

Google can access the content in Yelp reviews you embed on your site (via Yelp’s embed feature), despite the fact that those Yelp reviews are in iframes.

Here’s an example:

On those two pages the only content with that phrase is in an embedded Yelp review.  (And that’s always been the case on those pages.)

Because Google has gotten better at rendering  iframe conent and Javascript in recent years, maybe it’s inevitable Google indexes more of that content than it used to (or was able to).

On the other hand, on the pages I cited a minute ago, much of the content is in Yelp reviews.  Proportionally, their content is pretty Yelp-heavy.  The pages I looked at where Google doesn’t seem to have indexed the Yelp content also have proportionally more non-Yelp-review content.  That suggests there’s some truth to John Mueller’s characteristically brief and clear answer that, in effect, Google is more likely to index iframe content (like embedded Yelp reviews) when that content makes up a large chunk of the page.

Why does any of that matter to your local SEO?

For one thing, copying and pasting your customers’ Yelp reviews onto your site long has been the best way to ensure that Google can access that relevant content (that you didn’t have to write!).  But copying and pasting is a hassle if you want the reviews to look good on your site, because you’ll have to style them a little.  Now, I’d say it’s not as much of a trade-off: you can use the embed feature to have your Yelp reviews look OK on your site, and still be confident that Google at least knows what’s in the reviews.

Another upshot is that you might lessen the problem of your Yelp page outranking your site for certain brand-name search terms.  Often Google seems split as to which one should rank higher: your site because presumably it’s the “home base” of your business, or your Yelp page because it’s got the juicy reviews on your business?  More often than not Google puts your site above your Yelp page, but not always.  If your Yelp page seems to be cannibalizing your site’s visibility, consider cannibalizing your Yelp reviews on your site by embedding them.  Might make your site a little stickier, too.

Anything I should test or look into?

What’s been your experience with embedding Yelp reviews?

Any benefits or drawbacks I didn’t mention?

Leave a comment!

How to Structure Your Site for Local Search Visibility That Lasts

The Ise Shrine is pretty cool.  The Emperor of Japan had it built in the 7th Century.  It’s made of untreated wood, yet it’s stood for over 1300 years.  How?

Because master carpenters rebuild the whole thing – board by board – every 20 years.

Your site won’t have to serve you for quite that long, but you can build it to last.  If you structure it according to a few best-practices, it’s more likely to rank well in the local results, and to be easy for customers to use.  It will also be easier to make changes later on if you need to.

I’m not talking about internal link structure (how your pages should link together).  Other posts deal with that nicely.  Nor am I talking about what should be on your pages.  I’ve talked about that, too.

I’m talking about where to put stuff.  Simply having “content” on your site isn’t enough.  You need to organize it in a way that Google and customers can understand all your business offers.

For my clients’ sites, there are some points I really harp on, and some that I don’t consider crucial – but wise to do.  Let’s go through the former – my “hard rules” – first.

My hard rules:

1.  Have one site – or as few as possible.  Avoid microsites.  Avoid mirror sites.

2.  Put your blog on the same domain.  Preferably it’s at yoursite.com/blog.  You want your posts and any links to benefit the site you’re trying to rank.  (By the way, if you don’t have a blog because your wheels are spinning, see this and this.)

3.  Your page structure should be granular: Have a page for each service, each location, each practitioner or employee.

4.  Form a “bulls’-eye” pattern with your content.  You should have an area of your site – like your blog – where you’re concentrating useful content, but you should also have “content” spread throughout the rest of your site.  That stuff can rank.  Think FAQ pages, bio pages, or city pages.

5.  Your homepage should be a static page, rather than feature your latest blog posts.  One reason (of many) is that Google needs a consistent picture of what your business offers, if you’re to rank for those services.  The blog post du jour won’t necessarily do that.

My softer rules:

6.  Your navigation should be dummy-simple.  You want to avoid pogo-sticking.  If you want people to see your “Products” page, it should probably be in your top menu.

7.  Avoid “island” pages – pages that have no internal links to them, or only links that are buried in pages few people see.  This is in the same vein as point #6.  Everything should be findable in 1-2 clicks from your homepage.  Google needs to be able to crawl those pages easily.  And if you don’t want people to find those pages easily, you should reconsider whether they even should be on your site.

8.  Use as few subdirectories as possible.  (Or else you get this.)

OK, time for a quick break.

Now, you may want to check out some examples of well-structured sites.  Here are a few keepers:

CohenWintersPlasticSurgery.com

NOVAChiroWellness.com

PringleLaw.ca

It’s also worth checking out these relevant posts (including a couple of mine):

Intelligent Site Structure for Better SEO – Joost de Valk

Site Architecture & Search Engine Success Factors – SearchEngineLand

The Anatomy of an Optimal Local Landing Page – Mike Ramsey

Location pages for local businesses and organizations – Google Developers

Microsites for Local SEO: the Pros and Cons – me

21 Pages a “Small Local Business” Site Needs for Tip-Top Local Visibility – me

How do you suggest structuring a site for maximum local visibility?

Did I forget any big no-nos?

Leave a comment!

How NOT to Structure Your URLs for Local Rankings

Feast your eyes:

http://www.nickortizlaw.com/social-security-disability-and-ssi-claims/the-four-administrative-levels-of-review-in-a-social-security-disability-claim/appeals-council/what-happens-when-you-request-review-of-an-administrative-law-judges-hearing-decision/

Problem 1: 3 subdirectories (in this case, parent pages):

/social-security-disability-and-ssi-claims

/the-four-administrative-levels-of-review-in-a-social-security-disability-claim

/appeals-council

 

Problem 2:  The page name:

what-happens-when-you-request-review-of-an-administrative-law-judges-hearing-decision

Yep.  13 words.

 

Problem 3:  Most of the URL won’t show in the SERPs.

 

Problem 4.  Even if there was a gun pointed at your head, you couldn’t tell someone over the phone how to go directly to the page:

Go to NickOrtizlaw.com slash social dash security dash disability dash and dash ssi dash claims – yes, that’s “claims” with an “S” – slash THE dash four dash administrative…

 

Problem 5.  Your breadcrumbs might not improve the user-experience much:

 

The consequences?

Google won’t re-crawl your page until you’re wearing Depends.

And you know which page(s) will get penalized first, if and when Google revisits the question of how much on-page “optimization” is too much.

Keep it simple.  1 or at most 2 subdirectories.  Short names for those.  Short names for your pages, too.

Hat tip to Darren Shaw for telling me about that page and other good ones.