Want to Smear a Multi-Location Business on Yelp? Just Regurgitate Your Review

https://www.flickr.com/photos/senor_codo/211565650/

Let’s say you had a bad experience at a local business with half a dozen locations, and you feel the need to review the business.  How many bad reviews do they deserve from you?

a. One bad review on one site. You’re one customer.  You had one poor experience.  You can’t remark on their other 5 locations, but don’t plan to visit them.  You’ll pick a site where people will probably see your review, you’ll say your piece, and that will be that.

b. A few bad reviews: one on each major review site. Normally you stick to one site, but your experience was so awful you feel you’d be a Bad Samaritan by not spreading the word.  Your 3-4 bad reviews should do the trick.  You know they’ve got 5 other locations you didn’t deal with, but you can’t comment on those, and 15-20 bad reviews from one customer seems crazy (and sounds like a lot of work for you).

c.Unlimited bad reviews: you’ll write a scathing review on as many sites as you feel like, and for every location they’ve got. Who cares that you didn’t deal with their 5 other locations?  The owners should have thought of that before mistreating you so.  No such thing as a bad review they didn’t earn!  If they had 100 locations you’d be justified in writing 100-200 bad reviews.

As a reasonable person, you’d probably pick A or B.  Choice C seems excessive.  It’s also less credible: Your criticism is more believable if it’s clear you’ve stuck to the locations you’ve dealt with.  Won’t seem as much like a personal crusade to destroy the business.

Yelp doesn’t care.  Apparently, any given customer can review as many locations of your business as he or she would like, as long as each review is at least a little different.  Just regurgitate n’ reuse.

To Yelp, if you’ve got 3 locations and 1 angry customer, that customer is entitled to 3 nasty reviews.

Recently, I reported a redundant Yelp review of one of my clients, a doctor with 2 practice locations.  He’s got solid reviews: mostly good reviews, with a few bad ones.  One patient wrote a review of his main office location, and that review seemed legitimate, but then she reviewed his other location.  Admittedly she didn’t even go there.  She said, in effect, “Check out all the bad reviews of the doctor’s main location.  As I said in my review of that one, he’s terrible because…blah blah blah.”

I’ve had some success in reporting unfair and non-compliant Yelp reviews, and getting them removed.  In the past, I’ve been able to get them to remove reviews that are exact copies: a customer writes a 1-star review of one location, and does a simple copy-and-paste for the other location(s).  Yelp has always removed carbon-copies.

Why should redundant, near-duplicate reviews be any different?  Why should customers be able to “spin” the same review and reuse it against you?

They shouldn’t be able to.  I don’t know how to explain why Yelp HQ thinks that (other than by pointing out the obvious: they’re idiots).

Yelp’s review-writing guidelines (like Google’s) appear deliberately broad, so as to allow for a “know it when we see it” judgment when one party flags a review for removal.  I suspect one reason Yelp doesn’t remove redundant, near-duplicate reviews is that Yelp doesn’t know which one is the “correct” review, and doesn’t care to make a call.  For a company with a motto of “Real People, Real Reviews,” Yelp never has paid much attention to basic facts of the reviewer-business relationship, like whether the reviewer has had experience with 12 locations or 1 location or 0 locations of a business.

The other reason, I suspect, is that if Yelp lets fly more bad reviews than they should, business owners are more likely to feel the pinch and try Yelp’s advertising out of desperation.  Just a guess.

Anyway, besides reporting redundant reviews from the same customer, what should you do?  Fill out this somewhat-buried form.  Explain that you don’t dispute the reviewer’s right to review one of your locations – just not all of your locations.  Highlight any language that makes it clear the customer didn’t deal with those other locations.  Your request may still be ignored, but it’s a stone to turn over.

Also, get dialed-in on your review strategy before this kind of thing happens.

Any experience in getting redundant Yelp reviews removed?

How about getting other types of Yelp reviews removed?

No need to tell me how much you hate Yelp in general, but please do leave a comment on your experience with reporting reviews.

3rd Edition of Free Guide to Effective Local SEO

It’s been 3 years since I released the 2nd edition of my free guide to local SEO.

Much has changed in Google and in the rest of the local-search “ecosystem” since then.  Edition 2 still can help you, but it’s developed a casu marzu -like crust.

I’ve finally come out with the 3rd edition.  It’s the clearest guide to local-search success you can get.  It will help you whether you’re new to local SEO or have done it for years.

Whereas the 2nd edition was an evolution from the 1st (from 2011), the 3rd edition is a different beast.  Some differences:

  • It’s one page.  Down from 58 pages.  (There is also a page of notes – optional.)  It’s even easier to get through and to act on.  You’ll know right away where your local SEO effort is dragging.
  • I don’t make you slog through any detail you don’t need or want. The steps should be clear to you right on that single page, but I don’t know which steps you’ll need more vs. less help on.  That’s why I often refer to blog posts that provide detail on a specific step.  (I wrote 154 posts between the 2nd and 3rd editions.  You probably don’t want to read all of those.)
  • You get the resources my helpers and I use to help clients: my comprehensive site audit checklist, our citation-building worksheet, a list of doable link opportunities, and more.
  • My advice is 100% up-to-date. It takes into account Google updates like Pigeon (2014) and Possum (2016), the local citation sources that matter today, the review sites that matter today, and much more.
  • I plan to keep the free guide updated real-time. There may not be a 4th edition as such, but rather continual tune-ups to this edition, as local search continues to evolve.

Enough throat-clearing.  You can access the free guide right here:

(If you’re reading this on mobile, you’re probably wondering where my opt-in form is.  Long story.  Just scroll down and click the link in the footer.)

Let me know how you like it!

Lipstick on a Pig: Google Places “Report a Problem” Requests Now Rejected Even Faster

A couple days ago, Colan of Imprezzio Marketing reported that the next-to-useless “Report a problem” feature in Google Places had been revamped.  I was excited.

After all, Google made it easier to specify what problems a listing has, which in theory makes it easier for Google to clean up the local results.

My excitement was premature.  In the wee hours last night – when only muggers and cats are awake – I flagged down a Google Places page that belongs to a dentist who’s no longer practicing at that location.

80 minutes later my edit was rejected.  It used to take the stiffs at Google a whole day to make a bad decision.  I guess on one level I appreciate the speedy verdict.

So I tried another angle – which maybe I should have tried from the get-go.  I told them the name of the page isn’t compliant with Google’s new rules (which it isn’t):

Two-and-a-half hours later they rejected the edit.  Even though I cited Google’s own guidelines to explain why the name of the listing needed to change.

Sure, Google has made the “Report a Problem” interface nicer, but the real problem remains: Google’s crowdsourcing approach to quality-control has failed.  Legitimate edits and reports don’t get approved.

Between Google’s doubling-down on outsourcing “support” and its recent shortening of those call-center hours, there’s little reason to believe Google will get serious about data-quality any time soon.

An Overlooked Way to Report a Crooked Local Competitor

A recent conversation with my buddy, Darren Shaw of Whitespark.ca, led me to wonder: what is the best way to report a business that’s using a fake address or fake DBA to get ahead in the Google+ Local results?

 

The question came up because of a comment I made in this year’s Local Search Ranking Factors study, about how you’re doing the right thing if you report a competitor who’s using questionable means to eat your lunch in the local results.

(If you want to check out my original comment, it’s the third-from-last one – and my last comment – in the LSRF, down near the bottom of the page.)

Google would have you believe that the only way to report a competitor is to use the “Report a problem” feature.  My experience never has been that “Report a problem” is particularly effective.  But what’s made me lose faith recently is that the competitor of a client of mine has been using a UPS store as his address – and you can clearly see the UPS signage from Street View.  The boneheads at  Google have done nothing.

Which made me think: is Google’s “Report a problem” the only way you can even try to level the playing field?

No: you could also report the offending business on MapMaker.  If your edit comes to the attention of a good Regional Expert Reviewer (RER), you may be in luck.  But MapMaker is still a roll of the dice.

Then it occurred to me: what if you flag down the business at other important sites in the local-search “ecosystem”?

I’m talking about alerting sites like Yelp and YP to the fact that your competitor is using fake info.  That’s the stone I forget to turn over – and that other people probably also forget to turn over.  (If you frequently report crooked competitors this way, I tip my hat to you.)

Which sites should you go to?  By my count, the only important local-search sites with some semblance of a “report inaccurate info” feature are Yelp, YP, SuperPages, InsiderPages, ExpressUpdate, and Yahoo.

 

As for ExpressUpdate.com, I think you just have to contact them personally (from the “Contact Us” button at the bottom of the site).  No idea how helpful they are, though.

What should you put in your reports?

  • You competitor’s real business info;
  • The inaccurate or fake business that your competitor is using instead;
  • How you know the fake info is fake, and how you know the real info is real, and
  • Your contact info, if possible.

I wish I could say exactly how well this type of reporting works.  I don’t know yet.  For whatever reason, unethical competitors usually aren’t a problem for my clients, so I don’t have too many occasions to flag them down.

As far as I can see, there are 3 possible outcomes of flagging down dishonest competitors on sites like the above:

1.  Nothing happens – in which case I suggest trying again in a couple of weeks, and maybe asking other people to flag them down.  I can’t guarantee that grinding will do the trick, but don’t assume it won’t.

2.  One or more of the sites corrects or removes the offending listing, which could hurt not only your competitor’s visibility on that site, but also his/her NAP consistency and possibly Google+ Local rankings.

3.  Enough of the sites start displaying the real info that Google finally realizes the info on your competitor’s Places/Plus page is fake.  As Bill Slawski has written, Google’s patents describe that this is one anti-spam method that Google uses to police Maps.

Don’t confine your efforts to level the playing field.  Keep flagging down those competitors on Google, but also try it on other sites.  Something’s gotta give.

What methods have you tried to report competitors using fake info?  What seems to have worked – or not worked – so far?  Leave a comment!