Yelp is testing different landing page layouts to determine which generates more user engagement. They are A/B testing two pages to see which layout leads to higher rates of category clicks, time on site, and overall usage. The results of the test will help Yelp decide which page design to implement more widely. Advertisers choose to advertise on Yelp for its large user base and ability to target local markets. Cambria Hotels, AT&T, and Kia Motors advertise on Yelp to reach the site's demographic of potential customers and to build their brand.
2. A. Why do you think there are no “sponsored links” in the
main section for this search?
Yelp.com is #1 organic search and has no need to invest in
PPC
Yahoo.com would never pay money to google.com
Lower level competitors cannot afford PPC link for this
popular search phrase
3. B. Do you think Yelp should invest in PPC so that they’re listed
in the main section as a sponsored link? Why or why not? Be
specific.
No.
Why not?
Already #1 organic result
#1 in website traffic among competitors
No one else is investing in PPC
4. C. Identify one ‘on-page’ optimization tactic you found that
Yelp likely used to earn these SEO results.
- Site Navigation
Browse by city, category, neighborhood and search bar
Many other interesting/useful categories
D. Identify one ‘off-page’ optimization tactic you found that
Yelp likely used to earn these SEO results.
- Link Popularity
1000’s of links to reviewed businesses on the site
Well reviewed sites likely to link yelp.com through their website
5. F. Do you think Yelp should invest in PPC so that they’re listed in the main
section as a sponsored link for these clothing store-specific type of
searches? Why or why not? Be specific.
No.
2nd, 3rd and 4th in organic results
Paul Smith website self reviews biased
G. How could Yelp enhance its SEO to improve the organic results on this SERP
to get a higher listing? Be specific and give 2 recommendations with
supporting analysis
Increase listings of designer clothing stores on yelp.com
Add listings of Paul Smith Stores in other Cities on yelp.com
6. A. what works well in the design and content since both pages are
the same.
Above fold search bar
Above fold & center city category
Non-location specific Yelp app advertisement
Well placed Sign-up or log-in buttons
B. Why would Yelp.com have the same pages no matter how the
visitor navigated there? What would be advantages/disadvantages
to no landing page?
Universal recognition
Reduction of possible confusion
7. C. Identify 2 content website ‘site objectives’ and explain why you’ve
noted them.
Build an audience
Gain longer time on pages
D. Why do you think there is advertising on these two pages?
Because Yelp.com has successfully met ‘site objectives’
noted in answer part C.
8. E. Based on the ’10 Reasons for Returning to a Site’ identify 3
things that you observed Yelp is doing right?
F. Based on the ’10 Reasons for Returning to a Site’ identify 2
things that you think Yelp could do better? Why are those
important?
9. A. What do you think Yelp is testing between these two pages?
Differences of usage and category click through between the two
pages
Best and worst categories based on click through activity
B. What could Yelp learn by testing this? What would they do after they
received the results of the test between the two pages?
Change its landing page to reflect layout with the best results
Implement content that produce the most user activity based on site
navigation and time spent on website
10. C. Why does Yelp serve banner ads for members and non-members?
To be able to market Yelp.com more effectively to clients and gain
more advertising revenues
D. Why do you think these three marketers (from the 3 banner ads) chose to advertise on
Yelp? Include a separate answer of 1-2 bullet points for each of the three marketers.
Cambria Hotels – Yelp user demographic
AT&T – site traffic and local market targetting and brand impressions
Kia Motors – user demographic and brand impressions
E. If you were the VP of Marketing at Cambria Suites, would you have chosen to advertise on
Yelp.com?
Yes
Site user demographic (high income/no kids) are likely to travel
People looking for restaurants also often look for hotels
Editor's Notes
Yelp would be wasting money buy paying google for a result they already have achieved.
Google is much more of a competitor of yahoo’s than yelp.
Results 4 and 5 are angieslist.com and insiderpages.com. Considering their comparatively lower usage levels, the cost of this search phrase PPC would not make financial sense. Also, they already do have good organic results.
Yelp would be wasting money buy paying google for a result they already have achieved.
Because they are #1 in traffic to the site without paying at this time there is no reason to start.
Why get into the PPC investing when no one else is doing it? If, however, someone does pay and are show ahead of Yelp.com then the question would need to be considered more seriously. If a site did invest in PPC I would recommend not immediately doing it as well. Due to the popularity of the site I would monitor the changes in the competitors site traffic and see if there is any reason to change strategy and add PPC.
C. Incredibly in-depth site navigation. Best of Yelp, Hot on Yelp, Sales and Offers Near You, among others.
C. By listing client advertisements to both members and non-members you are increasing the impressions the ad will reach. Limiting the number of people that see an add reduces the potential advertising revenue for the site.
