How Google and Yelp detect fake reviews and listings
Both Google and Yelp have implemented automated systems as their first line of defense against fake reviews and bad actors. And, they both use human moderators for tasks that the technology isn't suitable for. However, their respective policies and approaches, which inform the deployment of their technology and human staff, are the most important distinctions to keep in mind as you establish your online presence.
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.
Business Accused of Racist Behavior Alert: Yelp may apply this alert when a business with a Public Attention Alert attracts media attention over the use of racist symbols, slurs or other acts of overtly racist conduct. This alert always include a news article where people can learn more.
If you get caught, running afoul of Google and Yelp's respective content policies can result in a range of consequences for your business.
Yelp applies ranking penalties; Google declined to comment. When businesses violate Google's policies, the company removes the misleading content and additional penalties may be applied, depending on the specific case. Google declined to comment when asked whether it specifically applies ranking penalties to businesses that violate its policies.
Google and Yelp, through the eyes of practitioners
A business's experience with a platform often plays out differently in real life than it does when they're learning about the platform. The three local marketers who spoke to us for this article have extensive experience with both Google and Yelp and their insights can help to frame your expectations when using those platforms.
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