Rank on Bing

Bing-vectorA couple of years ago I started using an SEO assistance software (UpCity.com) that helped me capture some online directories and other beginner SEO tactics. Being a novice at SEO at the time I didn’t really understand the importance of ranking on any other search engines besides Google. Bing and Yahoo have merged their directories and even though you still need to have a listing on both Yahoo and Bing, Yahoo is where you will increase your rankings on Bing believe it or not.

Similar to Google, Bing has their own algorithms to help throw off all those black hat SEO cowboys. But for us white hat SEO people, I’ve discovered a fairly simple way to help increase your rankings on Bing/Yahoo. Even if it is short lived, Bing will pull down your ranking numbers if you are not consistent with your traffic, so keep this in mind. I first discovered my ranking on Bing when I set up my UpCity SEO software. I chose my industry keywords and I automatically indexed very very high (100+) with my chosen keywords, but ranked in the mid 20’s with Google with those same keywords. I just thought this was good enough, being naive to the importance of online diversity and search engines. However, slowly this number started to bother me and I began to do some research and reworked some of my website content, but still nothing. Then one day, I noticed someone wrote a review about our office on our (free) Yahoo local listing. Two days later I opened up my UpCity and noticed my numbers dropped below 100 and we were sitting at 55, which is a significant difference. At first, I didn’t realize that the impact of the Yahoo Local review but as I looked further I noticed there were two reviews.

yahooThis was no coincidence. Yahoo and Bing are lumped together, like Google+, Yahoo local is a place where people can post reviews, and Bing does not have a review platform, so they point everything over to Yahoo Local. For testing purposes, I let some time pass and after not soliciting any reviews to our Yahoo Local page I noticed that our ranking on Bing went back up to 100. Over the next couple of weeks, I solicited a couple more reviews from satisfied customers that had Yahoo accounts. The ranking went back down to 65 with one review. I updated our content as well and put in some keywords in our description and it went down a couple more points too.

Bottom line, similar to Google, Bing wants fresh content on their sites. This is understandable, and this is good and basic SEO. It’s the simplicity of SEO practices that we so quickly disregard, so don’t forget about the simple things. Content is always king and raw data and content such as reviews should never go untouched or undervalued! If you are not collecting and asking for reviews, chances are people will not partake and this is your easiest way besides blogging to create original content and authority. It’s a lot to ask someone to take time out of their busy schedules to write a review about your business. So, make it enticing for individuals to write about you online by offering a small reward for doing so.

PRO TIP: One other point, if you have not set up a Bing Local (Places) account or Yahoo Local account, do so! Also make sure to index your website through Bing Webmaster Tools. One of the biggest mistakes I see with clients who are managing their own websites and SEO, they never index through Bing. Big mistake!!!

NOTE: Yahoo Local is one of the most confusing and frustrating directory listings on the web, however it is important and essential to your business and online authority. DO NOT disregard Yahoo and do not pay for a listing with them. Use the free business listing but keep in mind every time you change something on your Yahoo local listing, it has to be approved by Yahoo. And it can sometimes take up to 7 days for it to be approved. They want you to use their paid listing, but in my opinion, I’ve used the $10 month premium upgrade listing and you still have to wait almost 7 days for change approvals and if you don’t have a yahoo account, it can be tricky to login and find your local listing. Use your Google account to login instead of creating a yahoo account, it will keep things congruent and easy to remember.

Links and Likes

Bing Webmaster Tools
Bing Places/Local
Yahoo Local
UpCity SEO
Google Webmaster Tools

True or False, Consumer Reviews Matter

As a business owner, whether you’re just starting out or have been in business for several years, consumer reviews are with us all the way. As it seems, with the perpetual authority of social media marketing, review sites have become more and more ubiquitous. The years have revealed to us some prominent players in the “review’ social media world, Yelp, leading the way and now Google+/Google Local, Yahoo Local, Foursquare following suite as a close second, third and fourth. There is nothing more disturbing or bothersome than receiving a negative Yelp review and to our dismay, the one neurotic mania we all fall victim to as business owners, is that one ghastly review. Not only does this affect your social media metrics, it also affects your psyche as well. By cultivating our social media prowess, we can alleviate that superfluous stress. How do we resolve the great conflict?  There are a couple of things we can do as business owners, but first of all, you have to psychologically eradicate this pessimistic perception that this is the end all be all of your business and really look at this for what it is, a learning curve in this vast world of the ever changing, ever present social media mecca. Here are some helpful suggestions.

You have no jurisdiction over the reviewer, so…

Let it be and control the things you can! The best thing you can do as a business owner is tactfully respond to any negative review; what is an even greater practice is to reply to any positive reviews as well. Not only does it show that you authentically care about your consumer’s opinion, but you are also prepared to reach out to them personally and say, “Thanks” or “I’m Sorry”! Whether you like it or not, good review or bad, that consumer took the time out of their demanding schedule to give you a shout out or a shout down! The best advice I can give anyone, is, respond! Believe it or not, the validation people experience when their words are heard and/or appreciated is invaluable. Don’t blow it off; a thank you or humble reaction is permanently valued. In some cases, it is viable to persuade the reviewer from removing their review from the site all-together. By offering a value add, say 20% /$10 off their next purchase or visit for example; you can generate trust and instill good will and in some cases bring them back as consumer or client. Believe it or not, people will respond to this optimistically and trust me, they will tell their friends and family members. The worst thing you can do is nothing at all…get involved with your consumer base that is reviewing you and reach out to them, this is your chance to reach out to their friends, family, co-workers as well, trust me, it is vital and will be appreciated!

To bury or not to bury?

Another incurable error businesses make is by not understanding the idea of burying a review with solicited positive reviews. This practice doesn’t always work, specifically, with Yelp. Yelp has a propensity to catch those positive reviews in their Yelp net and/or filter. If you haven’t ever already noticed, at the bottom of your review page in very, very fine print there is something glaring called “filtered reviews”. Have you ever wondered where that that solicited review you asked your brother to write went? It’s not that it’s non-existent, it’s discarded into the abyss of “filtered reviews”.  Make Note: Unless the people you are asking to write the review are legitimate Yelpers, their review will be filtered. Don’t learn this lesson the hard way because once that review goes into the filtered net, the likelihood of it coming out, is pretty slim to none and contacting that Yelp sales consultant to help you out, will do you no good, even if you advertise with them. Do not get caught in that tender trap! You can out-do Yelp by soliciting  those satisfied customers that are Yelpers by asking them first if they Yelp and then ask for their review.

Besides Yelp there are a couple of other review sites that everyone needs to check out or use. Angie’s List is a pretty good resource and they are decent at making sure that the reviews on their site are indeed legitimate. However, that doesn’t mean they won’t filter something they feel was illicit.  They will contact the business owner if they feel as if something has been compromised and they take their reviews very serious as their consumers are paying members. Like Yelp, Angie’s List will go so far as to ping IP addresses to make sure that you are not writing your own reviews in house but they will usually contact the business before removing any reviews, usually. Side Note: Advertising with Angie’s List is pretty minimal and has some advantages in my opinion because a paid review site vs. a free one is sometimes more genuine. Google+/Google Local, is beefing up their reviews options and they encourage anyone with a Google account to write a review, anyone. They encourage it so much, they could care less about how you are getting your reviews, whether you are buying them or not, they want that traffic on their site. You have to have at least 3 reviews before they post, but Google does a pretty good job of getting and keeping your information on their site visible at all times and once you sign up and own your business page you have that control as well. Google is now partnering up with the ever popular and well known,  Zagat which creates even more traffic to their site and yours!

Claim/create your review sites

If you haven’t already done so, set up a business account with Yelp, it’s free. Before that, do a search for your business to see if someone has reviewed your business, once you have done this and if your business is indeed listed, at the bottom of the page you can claim it. From there they will have you set up a business site/login and prove to Yelp that you are the business owner, this usually is just a phone call verification process.  Now you have jurisdiction over the information on your site, from pictures and logo, to hours and description, to meet the owner content etc… you have control over pretty much everything other than the reviews themselves.

Google+/Local which used to be Google Places, is a free member only site also.  Which means, there is no charge to use this site as business page or local listing,  but you have to have a Google account, specifically, Google+ to claim and/or maintain the site. It is fairly probable someone might have already reviewed your business and put in the information they deemed correct. You can create a Google+ account and log onto Google local and perform a local search for your business.  If the information is there, you can claim this as your business and also control the content on this page this will also require a phone verification process.

Angie’s List is almost the same except you have to have a paid Angie’s List membership. Yahoo Local has a review site as well which draws from other sites such as city search, YP, etc… Make sure to set up a FREE account with Yahoo Local as well. Foursquare also gives you the option to claim your business if someone has created a check in.

Keep up with the content on your review sites daily 

The information on your review sites is exceptionally imperative to your business. Not only does this help in your Google ratings/analytics but it also gives you more exposure. In addition to this, if there is a piece of information that is inaccurate or a negative review that has been sitting there for a couple of days without a response, this could negatively frown on your business. It is important keep the content current so make sure to check your review sites daily. Update your logo, information, hours of operation, pictures of staff or business where needed and as often as needed. Most of the review sites give you the option to post new happenings or specials as well. Foursquare isn’t necessarily a review site, but it is definitely a legitimate social media site for people to check into businesses and leave tips or suggestions about their experience about that business, so don’t leave that out either! Stay connected, live up to your customers’ expectations and exceed them,  and always, continuously, diplomatically respond to reviews, positive or negative!

 Food for thought: “products with more than ten reviews saw “drastically” higher conversion rater both for the products actually reviewed and for the other products from the same brand.”

Review sites to consider claiming:

Yelp

Google+/Google Local

Yahoo Local

Foursquare

Angie’s List (paid site)