Yelp has obviously always wanted the spot of top dog in the general review world, moving out of their niche in restaurants and large markets several years ago. Google recognized Yelp’s strong position and made a play for them in late 2009. Obviously Yelp felt that their independent position was defensible. At the time, Google’s review efforts were lagging and Yelp was expanding across many fronts.
In their effort to buttress the public and market perception of themselves as the front runner in the general review world, Yelp has often touted both the quality and quantity of their review corpus. They proclaimed in March of 2010 of having reached 10 million reviews and again last December they stated that they would have 15 million reviews by the end of 2010. Last week the publicly offered number had now reached 17 million. Talk big and the markets perceive you as big. It’s what I call the Peacock Method of marketing.
Google on the other hand never would make a comment as to how many reviews that they had accumulated since rolling out reviews in 2007. It was understandable why Google never made a public comment. My back of the napkin calculations indicate that Google had only managed to accumulate a million or so reviews prior to the mid November rollout of Hotpot.
But things started to change after the rollout of Hotpot. Google essentially democratized the review process and made providing a rating much easier. It became obvious to me that they were making huge strides in gathering these ratings as well. By January, ratings were showing up in rural areas and mid major markets where Yelp has had little traction as well as in technically savvy and larger markets that had been Yelp’s strong hold. The ratings were also showing up in industires that were not traditionally review honey pots outside of Yelp’s central strength in restaurants. My calculations in mid January were that Google was managing to suck the air out of the general review world and moving towards parity with Yelp. The dominance that they crave and need, was even becoming conceivable.
When Marissa Meyer announced at SXSW conference that Google had garnered 3 million ratings and were achieving a greater than a 1 million a month run rate (Yelp’s run rate is in the 700,000 range), it was clear that the game for Google had changed. Traditionally Google has highlighted traffic or quantities of a given product when and only when they sensed that they were in the hunt for their objective. If you remember the many times Carter Maslan refused to answer the question of how many businesses had claimed their listing in Places. That was until they surpassed 4 million and now we hear the statistic on a regular basis.
Why is this important?