The Yahoo-Yelp partnership means good-bye to old reviews
As consumers become more and more dependent on the internet as a part of their day-to-day lives, it’s crucial for businesses to maintain a strong online presence.
Investing in content marketing is a great way to do this, but encouraging satisfied customers to fill out online reviews is also a great idea.
Earlier this year the popular online review website Yelp went into partnership with Yahoo. The agreement was that Yahoo Local would show reviews from Yelp.
Although the deal was thought to benefit local businesses by giving them more exposure, some companies found their old reviews disappeared after the partnership became official.
The Wall Street Journal interviewed some of the small businesses that say many of their Yahoo Local reviews were wiped clean.
Of course, this is not good for local businesses who have become reliant on these online reviews to bring in new business.
Colonial Hardwood Flooring, a small business in Massachusetts, is one of these businesses. It had built an extensive list of mainly positive reviews over six years on its Yahoo Local listing.
However, several weeks ago nearly 50 Yahoo reviews suddenly disappeared, according to owner Dan Tringale.
His business only does two to three jobs a week, so online reviews account for roughly 30 per cent of his overall business.
This has become the case for many local businesses, who are suffering because of the Yelp-Yahoo partnership.
However, Yahoo is still convinced that the partnership is beneficial for businesses.
“We partnered with Yelp, one of the most trusted, relevant sources of consumer business reviews, to provide a richer search experience for Yahoo users” a spokesperson told The Wall Street Journal.
Currently the older Yahoo Local reviews remain on the site until a new Yelp review is created, which deletes the previous reponses from the site.
Although this is obviously bad news for businesses relying on Yahoo Local to bring in new business, it does showcase the importance of not becoming too reliant on one particular site.
Businesses should develop a content strategy that relies on multiple platforms, from social media sites to online review forums. This is much more stable and won’t land you in trouble if one site makes some changes.
Posted by Dylan Brown