Veterinary practices now consider client reviews to be just as important as word of mouth to attract new clients. The reason: Most people (roughly 80%) trust online reviews as much as personal recommendations, and among review platforms, Yelp ranks high in public use and trust. However, Yelp review complaints are not uncommon.
From businesses selling manufactured reviews to both reviewers and businesses complaining about Yelp’s review filtering algorithm, there’s no shortage of online debate and bad reviews on Yelp about the platform itself. Yet despite Yelp review complaints, the platform continues to flourish, and today ranks second behind Google Reviews in terms of total number of online reviews.
Here are some of the more common complaints and what to do about them.
Problem: “Some clients opened Yelp accounts to post reviews, but their reviews of my practice are filtered or not recommended.”
Yelp’s goal is to provide quality reviews of businesses by people who have used these businesses. To do that, Yelp has built a fluid filtering algorithm that looks for red flags that indicate a review may be fraudulent. Such Yelp review complaints are common among legitimate businesses trying to represent themselves fairly.
Reviews that pass the test appear on the business page under “Recommended Reviews.” Reviews that don’t pass end up hidden further down the page, meaning users must dig for them.
Every Yelp review is automatically evaluated by Yelp’s recommendation software based on quality, reliability, and user activity on Yelp, and useful reviews typically come from active members of the Yelp community.
This would seem to suggest that a reviewer’s activity on Yelp is a big factor. If it’s someone’s first review, it’s more likely to be filtered because the reviewer doesn’t have enough sway on the site yet. This is because it’s not uncommon for people to make fake accounts to post a single spam review.
What to do: Provide more than one option when asking for reviews.
Yelp’s automated recommendation software evaluates reviews based on various factors, including a reviewer’s activity and credibility. New users or those with limited activity may find their reviews filtered. However, as users become more active and establish a presence on Yelp, their reviews are more likely to be recommended.
Said more simply: Genuine reviews may get caught in Yelp’s filters, but as a reviewer builds a reputation, reviews likely won’t stay in the filters forever.
To avoid waiting for someone to build enough Yelp rapport before their reviews increase in visibility, provide options for clients who want to leave a review of your practice. This is especially helpful if you’re dealing with bad reviews on Yelp.
Problem: “I only have one review, and it’s negative.”
This happens all too often, and if left alone, it can leave a bad impression of your practice.
What to do: Cultivate more reviews.
This may seem counterintuitive to Yelp’s Terms of Service, which caution businesses against soliciting or asking clients for reviews, and Yelp is particularly against offering clients “incentives of any kind, such as discounts, freebies, refunds, gift cards, contest entries, offers, or deals in exchange for the posting of reviews of your Business.” Yet businesses invite clients all the time for reviews without violating Yelp’s Terms of Service. So, it’s a fine line between solicitation and invitation.
To hedge against Yelp review complaints and policy violations, avoid asking clients directly for a Yelp review. Instead, reach out to clients with a general invitation to leave a review of their experience at your practice, and link to Yelp without directly asking them to use Yelp. Such an approach remains organic and stays within Yelp’s guidelines.
Problem: “A competitor or disgruntled former employee posted a fake negative review.”
Again, this can leave a bad taste in the mouths of potential clients—and is exactly why Yelp has a flagging system to help you figure out how to remove a bad Yelp review if you suspect it’s fake.
What to do: If you can prove it, report it.
Posting reviews of an employer, former employer, or competitor is against Yelp’s Terms of Service. So, if you’re certain that a review is fake, report the review to Yelp. Be sure to do your research first, and make sure you have proof of the reviewer’s identity, as well as proof that it’s a conflict of interest or otherwise violates the content guidelines. Yelp will not remove reviews based on allegations, so this isn’t the approach in how to remove a bad Yelp review. Gather facts and proof, head to Yelp’s review report page, and present your information.
Problem: “I have no proof that a review is fake, so Yelp won’t take it down.”
You tried to report the review, but without evidence, the case fell through. What now?
What to do: Trust the judgment of Internet users.
As we discussed in a previous post related to Yelp review complaints, you should respond to negative online reviews, which includes the ones that you think are fake. However, you shouldn’t make any accusations against the reviewer, because an uninformed reader could perceive you to be the disgruntled party.
Instead, reply in a respectful, helpful way, inviting the reviewer to contact you to resolve the situation. Much like on social media, readers will see this and although they may not know the review is fake, they will get an idea of your customer service by how you treat Yelp review complaints and decide for themselves.
Problem: “Someone posted a negative review on my Yelp page, but it’s not actually of my business!”
Mistakes happen, but such issues may damage your practice reputation. So, you want to get the issue resolved as soon as possible.
What to do: Report it.
It’s against Yelp’s Terms of Service to post a review of a business if there wasn’t a client experience, but it’s important to remember that as far as online review websites are concerned, just because there wasn’t an exchange of money doesn’t mean there wasn’t a client experience.
However, this doesn’t mean you can’t make a strong case toward how to remove a bad Yelp review.
Example: If your practice has never treated a bird (or any exotic pet) and you receive a negative pet owner review about a bird appointment, proving you’ve never treated birds may be enough to prove that the review was intended for a different practice.
Problem: “The nicest, most wonderful review we’ve ever received is filtered!”
This is likely connected to a reviewer’s activity on Yelp, and the review can be pulled out of the filter, but it will take time.
What to do: Ask the reviewer if you can use the content of their Yelp review as a testimonial on your website.
Things to keep in mind:
- Get permission in writing from a reviewer, and make sure permission is given in clear language so there can be no misunderstanding that permission is given to use a review.
- Provide proper review attribution. Otherwise, pet owners may think you’re making the review up.
- Do not alter the content of a review. You can choose to use certain sentences within long content, but whatever you use, maintain the integrity of the review content.
What You Should Avoid Doing on Yelp
To avoid potential trouble on Yelp and possibly facing Yelp review complaints:
- Don’t Buy Reviews: Though it may feel tempting as an easy way to boost your Yelp star rating, buying reviews and trying to pass them off as unsolicited is a form of false advertising called astroturfing.
- Don’t Post Fake Reviews: It’s unethical and can lead to bed reviews on Yelp from savvy users. So, don’t do it.
- Don’t Incentivize Online Reviews: Offering rewards violates Yelp’s Terms of Service. Just ask clients nicely to leave reviews of their experience with your practice.
- Don’t Feel Pressured into Paid Yelp Advertising: If a Yelp sales rep calls you after you’ve claimed your business on Yelp, remember that Yelp’s organic listings already work.
All Roads Lead to Your Website
Whether you choose a heavy focus on reviews to market your practice more effectively or a balanced approach as part of marketing strategy that includes social media management and/or Facebook advertising for veterinarians, all marketing roads ultimately lead to your website, and you only have seconds to make a stunning first impression.
Make that impression with a WebDVM website.
WebDVM options include marketing bundles created with your practice goals in mind.
Every bundle comes with a custom-designed website, industry-leading pet health content, and marketing services that fit your growth goals.
