Yelp requires that ratings be accompanied by actual review text because we believe a star rating without review text is less reliable and useful to other consumers. In 2021, our investigators made more than 1,000 reports to third-party sites to warn them of nearly 950 suspicious groups, posts or individuals they found participating in deceptive review practices.Īn overwhelming majority of review readers (85%) trust reviews with written text over only a star rating. Yelp also regularly investigates content posted to third-party sites to uncover deceptive review practices, including monitoring and infiltrating online groups where people may attempt to trade or pay for reviews. More than 218,600 reported reviews were removed by Yelp’s moderators in 2021. Yelp relies on both consumers and business owners to report reviews that they believe violate our policies, and all flagged content is evaluated by our moderators. To help maintain safe and reliable online communities, it’s important to report content that may violate a platform’s policies. Others ignore the potentially fake review (34%), find another business (27%) or report the review to its respective platform (24%). While fake or untrustworthy reviews aren’t always easy for people to identify, for respondents who think they’ve spotted a fake review, nearly half (49%) tend to read other reviews to gather additional opinions about the business. Consumers generally trust review platforms, but are wary of being deceived ** Besides deciding where to eat, the Material survey found that more than half of the respondents research and consider online reviews for services that allow providers to access their home or vehicle - including work and repairs around the house (57%) or for their car (55%). A separate Yelp study found that 90% of people on Yelp compare businesses before deciding which one to visit, contact, hire or buy from. Therefore, cultivating a platform where online reviews are trusted and helpful is especially important.įor many respondents, doing research and reading reviews is essential prior to patronizing businesses or hiring service providers. * Respondents say they read a median of five reviews about a business to inform their spending decisions, and a majority say they’re reading more online reviews now than they ever have before (77%). In a new survey commissioned by Yelp and conducted by Material, 2,000 Americans were polled to uncover what they consider to be trustworthy reviews. This is one of many reasons why Yelp invests in extensive measures to surface the most useful and reliable reviews. The company also explained that “Businesses who complete their profiles see, on average, 5x the customer leads each month.Online reviews are critical to people’s decision-making and discovery of great local businesses. But previously Yelp said that “a business with 1-5 reviews and at least 10 photos sees 200 percent more user views than a business with the same number of reviews and no photos.” That’s based on Yelp user data. Since these are survey responses, they indicate user preferences but not necessarily actual user behavior. (Don’t miss: Local marketing for multi-location businesses, a full-day track at SMX East )
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