Two of the most powerful local search and review sites online are Yep and TripAdvisor.  Based on information found in the consumer survey data from Burke, review sites drive more immediate actions, such as phone call, store visit, website visit, email, than social media or search.

This behavior for consumers is because of review site content, and due to the fact they’re usually consulted lower in the funnel.  Because of this, it’s important for local marketers to take full advantage of these sites.

diner engagement study was released by TripAdviser.  There is data by Yelp as well on what drives engagement and conversions on its site.

[Check out the full article by Greg Steriling where he distilled findings from the two sources on Search Engine Land]

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