9 min read
The success or failure of your business can hinge on its online reviews.
From choosing the best hotels and restaurants in town to consulting the right doctors, most people rely on online reviews. Reviews are quickly replacing friend recommendations to become the main way we vet businesses against one another. In fact, we rely on online reviews so much that a single bad review can completely ruin the online reputation of a company.
A 2018 study suggests that 91% of people trust online reviews as much as personal recommendations—as long as the reviews are authentic. But about 20% of reviews are fake. So can you really trust Yelp business reviews?
Yelp is under fire for allowing businesses to pay for more prominent placement in search results. And for good reason – this practice can destroy the credibility of the reviews we read.
This makes it even harder for honest reviews to rank over various types of review manipulation. And it also makes it nearly impossible to constantly monitor all the new reviews for a business.
While Yelp may not be a trustworthy source right now, you have to be able to play the game in order to build your business.
This blog will share some of the most common types of review manipulation, and what you can look out for to become a more informed buyer. It's time to stop trusting reviews at face value and take a more critical stance when researching businesses online.
4 most common types of review manipulation: