The Local Marketing Stack
Zone 3 • Difficulty: • Free Options Available
As part of their free local profile offerings, prominent local search sites like Google and Yelp (as well as others) provide basic metrics around number of impressions of your profile, and in some cases more detailed information about the number of phone calls they refer or driving directions they produce.
Directionally accurate, specifically imprecise
Google’s numbers are directionally accurate but their precision has varied over the years. They represent a good barometer for the overall health of your local search presence, but should be studied in conjunction with other data provided by your web analytics and point-of-sale system.
Place ZERO trust in Yelp’s numbers
Yelp’s impression and phone call numbers are also directionally accurate, but their ROI calculator is completely bogus, with a suspect basis in reality. For a host of reasons, Yelp is a valuable site on which to have a presence as a local business, but don’t buy their sales pitch about how much money they’re making you.