What Happened to Yelp: A Hospitality Reviews Case Study
https://www.nearmedia.coGoogle critics argue the company’s search monopoly harmed Yelp. A closer look reveals a more complex story with missed opportunities.
For Yelp, their inability to move beyond just reviews has led to struggles with both consumers and business. Their desire to convert web visitors to their mobile app led to the use of horrendous interstitials and continual nagging. Their site traffic has been on decline amongst consumers for the past several years.
More importantly they have consistently sullied their brand and relationships with businesses. Their hard sell tactics, their prohibitions against review solicitation and a review spam algorithm that favors long form negative reviews have all conspired to create a situation where most small businesses and many big ones want nothing to do with them.
