Google's approach seems to emphasize prevention at scale via machine learning algorithms that help to tackle fake reviews and listings. Yelp focuses heavily on the integrity of its reviews and seems to have more robust punitive measures in place for violators. Machine learning models are also used in the Google My Business verification process to catch fake profiles before they appear on Maps. Ideally, Google's systems will remove the policy-violating content or flag it for further review, along with the associated user account, before the content gets in front of users. But, some fake reviews and profiles are bound to slip through the cracks, as they do with all platforms, which is why the company also deploys thousands of human analysts. Yelp's automated detection system. Yelp's automated recommendation software analyzes data points from all reviews, reviewers and businesses in order to recommend reviews to users, but it also looks for solicited reviews and unfairly biased reviews (like reviews that may be written about a competitor or someone's own business). This software takes the relevance of the review and the reliability of the reviewer (how often the user is active) into account as well. A Yelp Consumer Alert. Image: Yelp. And, as some of the local search professionals who spoke to Search Engine Land for this article have highlighted in the section below, "the success rate is very tiny" when it comes to getting Google to remove fake reviews once they're live. Yelp continues to monitor listings; Google doesn't seem to. "Yelp has a system in place that monitors and detects if repeated violations occur," Someshwara said, adding that it also relies on its base of users to report violations. "[Google's] strength would be that it is easier for business owners to collect a high volume of reviews without worrying about them all getting filtered (like Yelp)," said Hawkins. Don't put all your eggs in one basket. As marketers, we must meet our customers wherever they are, and in this case, that means growing your presence on both Google and Yelp. Knowing the policy and capability differences of each platform can help you invest your time and resources more wisely, but ultimately, each site should serve to bolster your business's overall reputation. This can be especially important if you ever become the victim of a negative review attack on one platform, as your presence on other platforms can continue to bring in customers.
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