Investigating The Yelp Rating Algorithm: How Internet Memes Spread

Ryan Dube 23-06-2014

What would you think if I told you that Yelp manipulates its rating algorithm so that businesses who refuse to advertise on Yelp end up getting positive reviews on the site “hidden” from their ranking. Unfair! An outrage! This is actually what many small businesses on Yelp believe is taking place, but is it true?


In late April, MUO was contacted by a small business (a small comic shop) that had received a phone call from a Yelp sales representative, asking him if he was interested in advertising on Yelp. The business owner refused the offer. A week later, a couple of positive reviews apparently “disappeared” from the main page — dropping the business owner’s overall score from a 4.5 down to a 3.0. The timing was beyond unusual — a coincidence that seems to be a common thread throughout the business community when the topic of Yelp’s rating system comes up.

The coincidence was so unusual, and the Internet meme regarding Yelp’s manipulations of its rating system so virulent throughout the Internet, that it was clear a full investigation into the inner-workings of Yelp’s algorithm Search For the Best & Worst Local Businesses With Yelp Read More , and its sales organization, was in order.

This article details that investigation, starting with a collection of witness accounts on Yelp’s sales tactics, and how Yelp ratings appear to be manipulated by the company. This will be followed by an interview with Kristen Whisenand, a Yelp Senior PR Manager, and Darnell Holloway, the head of Yelp’s local business outreach in New York. Finally, you’ll find two short interviews with Yelp’s business advertisers. By the bottom of this article, you should be able to decide for yourself whether or not this Yelp review-manipulation conspiracy is true.

Evidence of Manipulation?

Business owner and blogger Cliff Biggers wrote a blog post on April 26th titled, “The Yelp Protection Racket”, where he explained that the Dr. No’s Comics & Games SuperStore in Marietta, GA had enjoyed a 4.5 rating on Yelp for some time before he refused an advertising offer from Yelp.

Within a week, according to Cliff, several legitimate positive customer reviews were moved to the “not recommended” section. The removal had such an impact on the store’s Yelp rating that it dropped a point and a half — a tragic loss for any business depending on its Yelp rating for authority and credibility.



Cliff explained the situation to MUO as follows:

“Our ratings began to drop on Yelp soon after we declined the advertising package that was strongly promoted to us by Yelp. Suddenly all of our favorable ratings were filtered out, and favorable customer reviews stayed up on the site for a few hours or less before they, too disappeared into the NOT RECOMMENDED section.”

According to Cliff, the moment he refused to advertise on Yelp, there has been a concerted effort on Yelp’s part to not only drop the store’s rank, but to keep it down through systematic removal of all positive reviews to the “not recommended” section.

“Reviews that were on our front page prior to our declining advertising did get moved to the NOT RECOMMENDED page — and from that point out, there was a concerted policy of blocking most positive reviews of Dr. No’s. The odds of an algorithm blocking almost every positive review seem almost nonexistent.”

Three other businesses featured on Yelp who refused advertising shared similar experiences. They did so anonymously, for fear of additional attacks from the Yelp team, who they believe are manipulating reviews.


Cliff told us one business owner reported:

“Yelp made it very clear that advertising with them would result in more of my positive reviews making it to the front page.”

Another retailer called Yelp’s advertising as clear extortion. A third retailer told Cliff:

“When I told them I couldn’t afford to advertise because I was a new business, my ratings began to drop. I’m not sure if I can stay open, since restaurants are much more affected by Yelp ratings than retail stores.”

Kelly Calandro, the owner of a Connecticut restaurant named Verace, told Huffington Post in 2012 that shortly after refusing a Yelp sales’ reps offers for advertising, she saw more of her positive reviews go missing.

Yelp – A Business of Extortion?

Back in 2009, there was an expose published in the local newspaper in Oakland, California called the East Bay Express.  During our interview with Yelp (printed below), we were told East Bay Express was a “local tabloid”. However, from its About Us page, East Bay Express appears to be just a local newspaper — in business since 1978 and devoted to “in-depth local reporting, arts and dining coverage.”


What would make Yelp representatives describe the paper as such? Probably the article titled, “Yelp and the Business of Extortion 2.0“, published on February 18, 2009, which detailed numerous claims from local Oakland business owners saying the same thing about Yelp manipulating reviews.


The reporter provided specific cases where positive reviews disappeared — or negative ones appeared — after owners declined to advertise.

Most impressive was the fact that the East Bay Express reporter got an interview with a former Yelp contract employee who told the paper that sales reps at Yelp admitted to the practice of promising to get reviews moved just to get an advertising sale.


An Interview With Yelp

To get Yelp’s perspective on this, we contacted Yelp PR Manager Kristen Whisenand, who connected us with Darnell Holloway, the head of Yelp’s business outreach.

Ryan: So I use Yelp as a reviewer and I’ve noticed that reviews often get pushed off into this “Not Recommended” section where they don’t count. I know the rating algorithm is kept secret, but you can probably understand how some people start to believe there’s some manipulation going on?

Darnell Holloway, Head of Business Outreach at Yelp
Darnell Holloway, Head of Business Outreach at Yelp

Darnell: We’ve actually always been very transparent with how the reviews are handled. As a consumer, you want the experience that you read about online in the reviews to be in line with what you experience when you go into that business.  So, what we realized is that there needs to be a system in place to make sure we’re displaying the most useful and reliable reviews for an audience of consumers.

Way back when we had our first initial launch on Yelp, it wasn’t long after that that we saw our first obviously fake review pop up on Yelp. That wasn’t something that was a Yelp-specific problem, that was something that was a problem across the Internet in general. That’s because, the mentality with a lot of business owners out there is, “Hey, I need to get as many reviews as I can, so I’m going to do anything possible to boost my ratings.”

Sometimes that unfortunately plays itself out where sometimes you have businesses reviewing themselves or giving their competitors negative reviews, or even buying fake reviews 3 Ways to Find Out If an Online Business Is Legitimate The major players in online retailing are well known. Amazon, Overstock, Newegg and others sell to millions of people, and are regarded as trustworthy. After all, we all use them. But while these large online... Read More . Or even getting all of their friends and family to leave them five-star ratings.

Ryan: Some businesses were actually attacking each other?

Darnell: Yes, still to this day. Again, that’s not something that just happens on Yelp. That’s something that happens on the Internet in general. So, we decided that we wanted to have a platform that was actually useful for consumers. So, that’s where this recommendation software comes into play.

How it works is that it’s a computer algorithm and it analyzes every single review that gets written based on quality, reliability, and each user’s activity on Yelp. So it can actually see a lot of back-end data about what each person who’s writing reviews does on the site and what their habits are.

There are three reasons why reviews would not be recommended. One is that the reviews are obviously fake, but also reviews that indicate some sort of bias. For example, if we see multiple accounts writing reviews for the same business coming from the same IP address, those types of reviews are not going to be recommended.

Ryan: So if multiple reviews to one business come from the same IP address, they automatically won’t be recommended?


Darnell: Right. So, for example, I know a guy who owned a car dealership and he said, “You know what, I think your recommendation software is broken, because all of my recent five-star reviews are not being recommended.” Well, we found out,  he had set up a laptop on the showroom floor, the same computer that he uses to log into his business owner’s account, he was having people sit down, create a Yelp profile, and leave him a five-star review.

Ryan: So, basically you try to incorporate a bunch of programmable “sensors” to identify this kind of behavior?

Darnell: Our recommendation software looks at dozens of signals on the back end. Beyond the IP address data, we don’t really go into much detail for obvious reasons.  But, there are three things we look at. The recommendation software is not likely to recommend fake or biased reviews, and also what we call unhelpful rant or raves.

If somebody posts a single negative rant or positive rave and doesn’t really engage with the site beyond that, we call those folks drive-by reviewers. That’s not necessarily the most useful review content for our audience of consumers. And finally, reviews that come from people that we just don’t have a lot of information about.

You have to create a profile before you create a review, and we encourage our Yelp users to leave information about themselves. If people choose not to really build up their profile or become active members of the Yelp community, then we’re not confident enough to recommend the reviews that they post on the site.

Ryan: Do you think it’s possible that some of these algorithms you’ve come up with to identify these behaviors could potentially be getting rid of legitimate reviews?

Kristen Whisenand, Senior PR Manager at Yelp
Kristen Whisenand, Senior PR Manager at Yelp

Kristen: Well, that’s the number one point. Some of these reviews are perfectly legitimate, they just might not be the most useful or helpful reviews out there. I saw that you had one of your reviews filtered on one that you wrote, where it was not recommended. I have no doubt that you were actually a customer at this business.

Ryan: That’s actually a really good point. I work in IT. When that happened to me, I was surprised. I was a legitimate customer. I posted a negative review. It was the first time that I had used Yelp, and I noticed that the review disappeared.

It wasn’t until I realized that I only had one star, and that this was my first post, that I realized it must have been some program or algorithm. But you must realize that to someone out there without that kind of IT background, it just seems like manipulation.

Darnell: Ryan, to be clear though, our recommendation software is constantly evaluating the information that it has available to it. So, if that was the reason that your review was not recommended, because you were just a user that we didn’t know a lot about, over time if you do become a more active member of the Yelp community, then there is the possibility that the system will add your review to the Recommended Review section for that business.

Ryan: Yes, I understand that, and that’s exactly what happened. But what I’m saying is that it’s very easy for people to misunderstand that system. How do you overcome the social perception that you’re manipulating reviews?

Darnell: Well, here’s the whole point. We’ve got two audiences on Yelp. We’ve got the consumers, and we’ve got the business owners. It may be confusing for some business owners, primarily because a lot of business owners want to have a perfect five-star rating.

As I mentioned, we’ve seen people go to great lengths to try to boost their ratings through inorganic means. While it may be frustrating for some of those folks, on the other side of the coin, consumers continue to find Yelp useful.

If you take a look at our numbers, we’ve got 132 million people now coming to the site every month to look up information on local businesses. So, our goal really is to make sure that the consumer experience is great. When people are reading content on Yelp, we want them to have an experience in the offline world that’s in line with what’s written on the site. And we are doing that.

Kristen: One more important note is that Darnell and his colleagues go around and educate more and more business owners. On the PR front, we’re continuing to educate consumers through working with websites like you and doing blog posts. There certainly is a lot of education and transparency that needs to continue.

When you say, “Can’t you see how consumers might be confused by this?” — The alternative is, if we were to show consumers every single review that is on the site, consumers would then be misled by these reviews and information, because we would be overrun with fake reviews, and businesses trying to artificially inflate their reviews, or businesses bashing competitors. That content would no longer be useful to consumers.

Sales and Advertising Manipulating Reviews?

Ryan: That is a good point, but the other side of the coin that confuses me is all of these stories are from 2009 and 2010. Was there something going on in the Sales Department at Yelp around that time where possibly sales folks were making promises of review manipulation, even though the company was denying it?


Darnell: That’s absolutely not true. A story came out in 2009 by kind of a local tabloid called the East Bay Express, where they made this sort of sensational headline called “Yelp and the Business of Extortion 2.0”, and they told this story about a business making these claims, and that’s what sparked all of these other people to come out.

I think one of the reasons why the confusion popped up at that time is because Yelp was still relatively new, and the whole concept of a review site that doesn’t display 100% of its reviews I think was still a bit of a foreign concept. Because of this, people had this misconception that the story in the East Bay Express must be true, and that’s why these reviews are not being displayed. It became this whole Internet meme that has been debunked repeatedly since then.

Ryan: Debunked? There are a number of advertisers that were named. They quoted a former Yelp contract employee making these claims. Even the businesses themselves were named in the article. Are you saying all those people were lying?

Darnell: Here’s the thing. Claims that have been made in court have been thrown out repeatedly because they lack evidence. Harvard Business School did an independent study who decided on their own, after looking at our recommendation software, that there was no difference between advertisers and non-advertisers as far as the way the software acted on our site. And then finally, anybody can do a search for themselves and look up advertisers on Yelp that have negative reviews. That begs the question, if these advertisers had a magic button to zap all of their negative reviews, why aren’t they using it? The answer is because it doesn’t exist.

**Author’s Note: The Harvard study was actually to determine how much review fraud by businesses was going on at Yelp. The section about advertising was not at all the focus of the study. In fact, the researchers noted in the report:

“Third, our test obviously possesses no power whatsoever in detecting discrimination unrelated to altering decisions. Therefore, while our analysis provides some suggestive evidence against the theory that Yelp favors advertisers, we stress that it is neither exhaustive, nor conclusive. It is beyond the scope of this paper, and outside the capacity of our dataset to evaluate all the ways in which Yelp could favor advertisers.”

Darnell:  To your other point about the salespeople. If anybody on our sales staff were ever making those claims, that person would be fired. Second of all, our sales team have no control at all over review content on our site, and we do that on purpose because we want to avoid any conflicts of interest. If somebody is buying advertising on our site, all they’re getting are search ads and paid upgrades on their pages, like a video player and a photo slideshow.

Ryan: Were sales folks ever doing this kind of activity on Yelp?

Jeremy Stoppelman - CEO of Yelp
Jeremy Stoppelman – CEO of Yelp

Darnell:  No. There has never been any evidence to suggest that this happened. Now, one of the things our CEO said when he did a Reddit AMA a few months ago was that, we’re a large company and we’ve got over 1,000 salespeople calling businesses.

Is it possible that a rogue salesperson could have said something like that potentially? Maybe. But if they did, and if they were ever caught, they would have been fired, and there would have been no way for them to make good on that promise. But, there has been no evidence to suggest that actually occurred.  What we extrapolate from this whole situation is that the one article led to a lot of confusion about the process by which we recommend and don’t recommend reviews. Then this sort of Woozle Effect Internet meme happened.

Kristen: I think what can even happen is that a business isn’t even aware that they have a Yelp listing until they receive that call from the sales person. So, they decline to advertise. They think to themselves, “I don’t need to pay for this. I’m just going to ask my mom, my cousin, my friends, to post positive reviews.” Then all of a sudden they realize that all of this hard effort they’ve put into soliciting these reviews or perhaps writing them for themselves – all of them are “disappearing”. Then, they make the correlation that all of this happened because they declined advertising.

Internal Policies and Conflicts of Interest

Ryan: Do you have any internal policies for your employees as far as conflict of interest with doing their own personal reviews outside of their work for Yelp?

Darnell: Absolutely. No one on our sales staff is allowed to write reviews for any business on Yelp. That is a hardline policy. Beyond that, we go through great lengths in terms of quality control to make sure that our sales staff is trained to be respectful of business owners first and foremost, and also to make sure they’re selling things that they can deliver on, which again is search ads and paid upgrades on their business page.

Kristen: We also note that in the contract that all business owners sign when they sign up for advertising, that there’s no connection between advertising and content on Yelp. You should also note on all business listings that it says, “Your trust is our top concern, so businesses can’t pay to alter or remove their reviews.” So, we want to be very transparent that there is no connection here between paying for advertising and receiving online reviews.


Ryan: Aren’t businesses also allowed to have one sponsored review that they can choose to be listed at the top on their page?

Darnell: Yes, that was a feature that we retired in 2010. It was called the “Favorite Review”, and what that meant is that they were allowed to select one of their reviews that they thought was their best and have it highlighted at the top of their page. That didn’t impact their overall rating, and it didn’t impact the way that any of the other reviews were ordered. But, we found that it wasn’t one of the most useful advertising tools, and I think it’s also part of where a lot of that confusion came from when it comes to this meme about manipulation of reviews.

Ryan: So the retirement of that feature was tied directly to the bad publicity that was going on starting in 2009?

Darnell: Yeah, we retired it after that story came out. We felt that might have been part of where that confusion was coming from.

Yelp representatives were very frank and forthcoming in this dicussion, and for good reason. These conspiracy theories have been a thorn in the company’s side for years. In fact, they’ve even published a page dedicated to proving that “Money doesn’t buy anything but ads”.


The Truth? An Interview with Square Cow Moovers

From the other end of this debate, there are the claims and evidence (witness statements) from non-advertisers saying that they were not only told by sales staff that Yelp would manipulate reviews, but that after declining advertising, positive views actually were manipulated.

There are very clear statements from Yelp representatives now vehemently denying such things, saying that this is a misunderstanding on the part of business owners, who do not fully understand what the recommendation software is doing. To close the loop, we decided to talk to two businesses who are actively advertising on Yelp.

The first advertiser was Wade Lombard, the owner of Square Cow Moovers of Austin, Texas.

Ryan: How long has your business had a presence on Yelp?

Wade: 5 years (approx.)

Ryan: How long were you on Yelp before you decided to invest in advertising?

Wade: 1.5 years (approx)

Ryan: Once you purchased advertising with Yelp, did you immediately notice an increase or decrease in your Yelp rating?

Wade: Yes and no. Yes, because it did seem to pick up a little. However, it wasn’t an overnight success. For a while, we felt as if Yelp was paying for itself, but not doing a great deal more. After about 6 months, we hit a tipping point and it seemed as if we were getting call after call from those finding us on Yelp. Well, once we served those people, they went back and “Yelped” us. Then more people read about us on Yelp, they used us, and Yelped us. On and on it went.

Ryan: Over time after advertising with Yelp, did you eventually see an increase or decrease in your Yelp rating?

Wade: Our first Yelp review You Can Finally Publish Yelp Reviews From Android Devices Yelp has finally updated their Android app to allow users to post reviews. Previously, users could only post tips or draft reviews on their mobile devices. Read More was one star. It was awful. It terrified us. We immediately knew that we needed to focus on online consumer reviews. Once we focused heavily on that aspect of our business, the reviews started stacking up, mostly good but some not so good. We believe it was a focus on providing a high level of service and execution that resulted in positive ratings.

Ryan: What do you get in return for your investment in Yelp advertising?

Wade: The phone to ring. That’s what all business should want from a marketing investment. It doesn’t matter how cool the design is or how flashy or new the idea might be. It must “move the needle”, which translates to increased quality leads.

Ryan: Some non-advertisers claim that Yelp manipulates the ratings of businesses that choose not to advertise. Are you aware of this claim, and do you know any colleagues or other businesses who claim the same thing?

Wade: You would have to live in a cave to have not heard these rumors. I’ve given it a lot of thought and consideration over the past few years. In the end, I 100% disagree with this theory. The companies that really focus on providing a unique experience with amazing service, coupled with precise execution, always seem to do well on Yelp.

On Yelp, With Lockbusters

Our next interview was with Jay Sofer, the Owner of Lockbusters of New York.

Ryan: How long has your business had a presence on Yelp?

Jay: A little over five years now.

Ryan: How long were you on Yelp before you decided to invest in advertising?

Jay: Within six months of being active on Yelp.

Ryan: Once you purchased advertising with Yelp, did you immediately notice an increase or decrease in your Yelp rating?

Jay: I immediately noticed an increase in business, reviews, and ratings. Advertising put me in front of many more Yelpers, and potential reviewers. I was already generating good reviews with my limited exposure. Advertising moved my company out of a small localized area and into three boroughs of New York City.

Ryan: Over time after advertising with Yelp, did you eventually see an increase or decrease in your Yelp rating?

Jay: It has been a consistent increase in rating and reviews. I have maintained a five star rating now for several years. That has largely to do with how many Yelpers I am in front of, and how they share their positive experience.

Ryan: What do you get in return for your investment in Yelp advertising?

Jay: Currently I am enrolled in the highest advertising package. 90% of my customers (new leads) come through Yelp. My company’s gross revenue is half a million a year.

Ryan: Some non-advertisers claim that Yelp manipulates the ratings of businesses that choose not to advertise. Are you aware of this claim, and do you know any colleagues or other businesses who claim the same thing?

Jay: I’ve heard of many interesting legends circulating out there in the business world. I find the majority of them to be ridiculous. In my opinion, business owners tend to deflect as much blame as they possibly can for their poor business practice.

Yelp has little to do with how they are received. Customer service & interaction with Yelpers means everything. However, I do completely understand the reaction to the “review based market” being quite a shock to business owners who experienced success prior to its inception. I don’t think they realize just how much responsibility they need to take now for their own business practice, especially in regards to customer service. The game has changed, so evolve or die.

What Do You Think?

Non-advertisers say the review manipulation game is unfair on Yelp. Yelp claims that there is no game to begin with. Finally Yelp advertisers say that even though they’ve experienced more and better reviews since advertising, it’s because of greater exposure on the Yelp website, and due to a better focus on business practices 6 Free Social Media Guides All Business Owners Should Read If you run a business and want to take your social-media efforts to the next level, you want to download and read these free guides. Read More and customer service.

What do you think? Which case is the most compelling? Is the Yelp advertising manipulation conspiracy theory just that — a conspiracy? Or could there be some truth to it? Just like with the secret search algorithm at Google, or the Colonel’s secret recipe at KFC, the answers are tucked away behind closed doors. So, we may never really know for certain.

Image Credit: Friendly Callcenter via Juniart at Shutterstock, Image via Kristen Whisenand Linkedin Profile, Image via Darnell Holloway LinkedIn Profile, Image via Jeremy Stoppelman LinkedIn Profile, Pavel L Photo and Video /, Jay Sofer image courtesy of Lockbusters

Related topics: Meme, User Review.

Affiliate Disclosure: By buying the products we recommend, you help keep the site alive. Read more.

Whatsapp Pinterest

Leave a Reply

Your email address will not be published. Required fields are marked *

  1. W. Tribe
    December 6, 2017 at 7:11 pm

    Yelp sales people are bullies. If you don't advertise or at least show signs of hope of advertising in the near future, they slit your throat so to speak. I've known this from another business owner who advertised and was disappointed when she didn't get the clicks they promised and then refused to let her out. You have to be very nice to them. They'll make or break you somehow. And so I was very personable with the person. Who called me so often that I saved the number in my contact list and answered on a first name basis. I totally manipulated the conversation and by the end it was almost like we were buddies. Eventually I ran out of excuses..."Hey, Jane, my angel, I was just about to call you but I'm in the middle of a job right now. I'll call you back oh and before I forget, congratulations on your new baby"...ya, like that.. I find out more about them before they even ask how my business is doing. But that got old and they caught on that I was just putting them off. My exposure stats dropped. Number of clicks and calls dropped a bit. Then one day I had had enough and flat out told them I didn't have $300 a month to advertise. My vehicle is my advertising and I don't ever plan to advertise with them. Now, out of 3500 apparent searches I get 7 calls or 19 clicks. They didn't bury my reviews. They buried me. Now that they teamed up with yahoo, they have a huge majority of the control at both ends. I wish the yellow pages were still the only way of getting to pick a business. Word of mouth is the only advertising I want to give and receive. Yelp is on the list for bad karma. It's owners and co-conspirators need Jesus.

  2. Arsaln A
    February 23, 2016 at 5:03 pm

    hmm Nice one man!

    Arsalan A.
    SEO Services - Expert

  3. PEter
    January 3, 2015 at 9:01 pm

    I write hundreds and reviews, the vast majority positive. But for some reason many of my negative reviews are filtered. they're definitely not fake reviews and I've had my account for 5+ years. SO the only conclusion I can come to is that the software algorithm filters some of the bad reviews if a business has paid for advertising. The only way to rely find out is to look at the code.

    When I go through the effort of writing down my experience, good or bad, I think Yelp should email me and tell me when they filter my reviews incl the reason so I can learn, write the review "correctly", and make Yelp a more accurate site. Unless of course they don't want to share that review at ll because the merchant has or has not paid for advertising...

  4. Jameyson
    December 15, 2014 at 11:17 pm

    The problem with Yelp is that many legitimate reviews are getting hidden while paid reviews (people posting on behalf of businesses for pay) are obtaining "recommended" status simply because the reviewer is a Yelp regular.

    I am not a Yelp regular. I have used Yelp many times in the past to determine if certain businesses were worth using and I originally thought the reviews were a good indicator of quality. However, after my own 2 reviews were hidden because I'm not a "regular" there, I came to realize that Yelp is anything but accurate. When fake regular posters can affect the ratings of businesses one way or the other but genuine posters are suppressed, the results are totally skewed and I for one will never use Yelp again...

  5. Still Suspicious
    October 2, 2014 at 9:57 pm

    I'm elite. I had a review filtered. I deleted it and wrote a new review, including mentioning being contacted by the business, friends of the owners, and my previous review being filtered. The new review did not get filtered. So if I was active enough to be elite, why was that negative review filtered? Why did the new review get left in place?

  6. Paul R
    October 1, 2014 at 5:53 pm

    Interesting article. I have to agree with the suspicions that the idea that Yelp is turning advertising into extortion, is an urban legend. After a trip to tahoe, I gave a 4 star review to a local restaurant, and it was not buried. That was my first and only review for another 10 days. My next review was buried, although it was for a business that had not yet clicked that "claim your business" button at the bottom. Perhaps it was that; perhaps it was buried because it was full of praise for a business that told me where else in town I could buy that part (and not drive so far out of my way). I just went onto Yelp and added a third review, a 4 star review that wasn't buried.

    Anyways, I'm still going to use it. For out of town reviews it was very very helpful. I have seen a decent amount of negative and positive reviews of local medical offices, so I'm not sure that anyone is having positive or negative reviews buried.

  7. Sandy Harrison
    July 3, 2014 at 7:41 am

    Glad I found this article. So I was contacted by Yelp advertising a few years back and I remember not being able to make the appt time that was scheduled and actually never returned call because it was low on my priority list at the time. I mention because it makes me wonder if that possibly caused our ratings to have more hidden than not. Timing was coincidence?

    I researched 40-plus local business and found 0-10% reviews not recommended on average. Not too bad. Our business has 18 (mostly old) reviews and another 23 not recommended! Pretty high percentage right?

    This year I thought there MUST be someone at Yelp that could look at our account and just see if something was wrong. The algorithm they talk about is just so inconsistent. I have negative reviews on my page from people with 1 review in their yelp acct. and hidden reviews from people with several reviews. After long searches I could not find a phone number anywhere to talk to a person and emailing only sent me an automated email dead end.

    Then yesterday I received a call from Yelp advertising and I spent an hour on the phone with him asking many detailed questions about how advertising works and expressing our frustration and disappointment with Yelp. He did say that I should talk to an account manager and have them look into our account as it seemed wrong to even him that we had so many filtered. When I talked to him today and told him that we are declining advertising at this time, I found out that we can only talk to that account manager IF we were paid advertisers! Sounds fair doesn't it? Yelp created a FREE account for us that we are hostage to. There is no one to help us or talk to us unless we pay. That's the bottom line.

    Sites like TripAdvisor let everyone have a voice, good or bad. You can email your customers and yes...ask for reviews. What's the harm in asking your customers for feedback? I also like the tool that you can post a public reply. Yelp has a warning that comes up when you reply to a review and suggests that you reply privately unless it's negative. Why would they be against businesses engaging with customers and letting the public see that? I want to see that businesses are paying attention to what ALL their customers are saying and addressing them publicly is the only way to do that. Plus, who doesn't want to know that a business actually knows and cares what you think about their experience? I think replying is huge.

    I told my Yelp salesman that I hope they change their business practices and let everyone be heard by this time next year. We don't need to be babysat, I think we can all make judgements on what we read from reviews and take what we will. The businesses that do provide bad service can't hide no matter how many relatives they bribe to post something positive. The truth will surface.

    • Ted K
      August 9, 2014 at 7:50 am

      I think you bring up some good points.

    • Petalyn Albert
      January 6, 2017 at 1:39 am

      Yup! Agreed.

  8. Lena Arr
    June 26, 2014 at 3:56 am

    Thanks for your thorough research, Ryan. Though I don't see evidence of direct manipulation as described in the beginning of the article, the algorithm used by Yelp very clearly favors businesses who advertise on Yelp. Here's how:

    Business X advertises on Yelp --> Yelp users see ad --> Yelp users use business --> Yelp users rate business on Yelp --> Yelp reviews get published (because Yelp users "known by" Yelp) --> business ratings increase --> more users pay attention to ad. So the algorithm in effect delivers: "advertise on Yelp and there will be more reviews published." That was exactly what the two interviewed business owners indicated happened, and that's no accident.

    On the other hand, if someone who's not a member of the Yelp community legitimately uses a business who doesn't advertise on Yelp, and if they for whatever reason happen to review it on Yelp, their review gets hidden away because they're not Yelpers. The only way to get reviews to show on Yelp is to be seen by a lot of Yelpers, and the best way to accomplish that is to advertise on Yelp.

    So it could be argued that under the guise of "protecting users from potentially fake reviews," Yelp's algorithm favors its own community of advertising businesses.

    I do not want to be protected: I'm an intelligent adult who can make my own decisions. Personally I put more trust on Google reviews, and ALWAYS read the Yelp "not recommended" reviews.

    (For what it's worth, my experience is not at all like Ryan's -- that the Yelp reviews match what I find. Actually, very often my experience is 180 degrees away from what I read, especially if the reviews on Yelp are old. I personally take Yelp with a grain -- actually, a huge pinch -- of salt.

    • Ted K
      August 9, 2014 at 7:48 am

      Well, your scenario of those businesses that advertise on Yelp just goes to show that advertising works, doesn't it? Isn't that why those businesses decided to advertise? I don't see a conspiracy here. And like you said, those "not recommended" reviews are always readable. My experience differs from yours in that most of the time, my experiences with a business is about the same as the review rating.

  9. Dennis
    June 25, 2014 at 3:17 pm

    Great article. I once was reading some online reviews for a business and noticed over the past year, they were all about 3 stars, until one week they received several 5 star ratings. I could tell that the business owner probably told everyone in the office to leave a good review. I can understand why Yelp must filter reviews, and am glad they do.

    • Ryan D
      June 26, 2014 at 12:57 am

      Thanks Dennis. I agree. Like I told the Yelp reps, I've personally found that when I read a review on Yelp, it tends to match the actual experience I have when I visit that business. I don't think such an accurate rating/review would really be possible without Yelp closely enforcing who is allowed to affect the Yelp rating of a business.

    • Kal
      June 26, 2014 at 1:42 am

      Hi Ryan,

      Actually it's more serious than that. But here is another example of one of her friends in business with hidden positive reviews and claims of extortion, she's even gone to the local News station as shown below.

      Hi Gordon,
      I have been putting information together so you have reading material before our meeting. I"ll be honest it feel like I'm going about against Goliath in the this with Billionaire companies like Yelp and Goggle. Enclosed are a bunch of links to read.

      Myself on City TV

      Yelp is unfairly targeting small business, hiding positive truthful reviews and selectively posting negative and fake reviews.
      At the end of the day, I don’t care if 1 disgruntled and unreasonable person posted a negative review about my business but when the reputation is being censored by some online forum that refuses to post the positive reviews and deletes them only showcasing only a fake negative review that is not true freedom of speech or expression and violates my rights.

  10. Kal
    June 25, 2014 at 10:24 am

    There is a saying, "Let's Call a Spade a Spade"

    I have a client who is also on Yelp and she claims that Yelp is manipulating reviews in their favour and will NOT show her positive reviews

    I have shown my frustration by sending a message to Yelp to even remove my 5 star reviews because I do not agree with what they are doing to this person through their review platform and what is perceived to me of their manipulative business practices.

    My reviews are still up there and it churns my stomach to even see this client who was even nice enough to give me a positive review (in which btw I kindly asked her to give an honest review- apparently you're not supposed encourage or ask or care I guess in separating yourself from the lousy crowd of services offered out there by "asking" if they would consider if they are happy with the service to put a review on Google or Yelp or any other review sites, - that part I do not get, especially when you are trying to get feedback from your clients and want others to know how well one works in their trade ) and has a Yelp shadow casting over her head with a negative review that stands out as if that is the only review she has. She has a few positive reviews and one negative but Yelp will not show all of them, just the negative review. Why?

    So if this is Yelp's business practices, then I say remove my 5 star reviews because I want good business associates, colleagues and anybody I do business with to be publicly fairly treated and that includes Yelp being fair to my Home Staging client who I know as a very hard working person who also as a matter of fact come to think of it is looking after her ailing mother - thanks for stressing her out yet some more Yelp - (I didn't even think of what her personal life is like and just mentioning it now, even churns my stomach even more)

    Below is a site by Adryenn Ashley, and my client she pointed me to this site because she is really peeved, she even went to court to remove the negative review and apparently this person who placed the review is mentally stressing her out (Yelp, won't even help her out) and I never even knew there was a revolution going on against Yelp.

    this client of mine is a home stager and helps her clients showcase their homes to look great and ready to sell and she is sought after by local TV stations for segments on home staging and design

    I would love to see some feedback and thoughts on this - this is a very real story that could happen to anyone of us! Can you imagine how stressful that could be?

    • Ryan D
      June 26, 2014 at 12:55 am

      Hey Kal - whenever I've looked at reviews that supposed have been hidden, they always seem to be made by people with very low ratings - and/or very low activity levels on Yelp. Often only having made 1 or 2 ratings. Are the suppressed reviews that your friend is seeing like that as well?

      As described in the article, ratings aren't always suppressed because they are deemed to be manipulative - sometimes it's just that the person doing the review/rating hasn't been very active on Yelp (if at all).

  11. Saikat B
    June 24, 2014 at 7:09 am

    Super article. The "Web of Deceit" is a reality with purchased reviews from countries as far as India and Bangladesh. People who haven't even seen or used the services mentioned in many review sites. I think today, it's just as easy to nail down fake or coerced review practices -- and the fallout being the loss of credibility of the service concerned. A well-known service like Yelp won't take that risk.

    This is also a new front for consumer rights wars being fought in American courts. There's something called as the "Yelp Bill" isn't there, and other similar legislation?

    • Ryan D
      June 26, 2014 at 12:53 am

      Hey Saikat - I agree. It really shows the power of the consumer in this age where public image for a business is more important than anything. The internet is making it extremely easy for customers to have a much more powerful voice in driving business decisions. Sam Walton was right when he said, "There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else."

  12. Jessica C
    June 24, 2014 at 12:54 am

    This is a really great article, Ryan. Very thorough. Personally I'm convinced now that Yelp is not guilty of manipulating reviews in a conspiratorial way. I think they made their case that they couldn't survive if this was a part of their business model, and for themost part I have always found their site useful (though I always read the not suggested reviews to decide fo myself).

    Yelp might benefit from having some sort of appeal process to have filtered reviews occasionally looked at by a human staff member and reinstated, for example if a particular filtered review gets a lot of helpful votes.

    • Ryan D
      June 26, 2014 at 12:51 am

      Thanks Jessica. By the end of the investigation, I was leaning the same way. I don't believe there was anything intentional going on - although there's still a sneaking suspicion in the back of my mind that at some point there were one or two rogue sales folks making promises that they couldn't keep. Hard to say though - the only available evidence points to Yelp not manipulating the reviews in direct relation to advertising sales.