You know that friend who always has opinions about restaurants, plumbers, eyebrow threading, you name it?
Now imagine millions of them, all typing furiously. That’s Yelp.
For years, it’s been the go-to spot for brutally honest reviews, helpful tips, and the occasional spicy rant. But as the digital world shifts, local businesses are left wondering: Is Yelp still pulling its weight or just hanging around like an outdated app icon?
This is about trust, transparency, and how shared feedback shapes real-world decisions.
When people speak up, whether to praise or complain, it helps businesses grow smarter and customers choose better.
So let’s explore: the good, the frustrating, and the future of Yelp. Because honest feedback is the way we use it.
Yelp Isn’t Dead, But It’s Not 2013 Anymore
We should talk honestly: Yelp peaked around the same time we were still downloading music from iTunes. Back then, it was the holy grail for finding a good brunch spot or scoping out a dog groomer.
But now? There are options. Tons of them.
So, is Yelp still relevant? Yes, but not for everyone, and definitely not in the same way it once was.
People still use Yelp, but how and why they use it has shifted. Instead of being a discovery tool, it’s often the place people go after they already have a name in mind. They’re searching for social proof, not necessarily inspiration.
In fact, Yelp still receives over 178 million unique monthly visitors, and its mobile app has been downloaded more than 250 million times. That tells us people are still checking it, just not with the same intent as they did a decade ago.
How Yelp Evolved From Reviews to Revenue Tools
It started with stars and got serious about sales.
Yelp’s journey looks something like this:
Yelp didn’t just sit still. It started offering in-app ordering, reservations, and even CRM-style messaging between businesses and customers. Think of a small auto repair shop being able to message a customer directly through Yelp. That’s powerful.
For marketing teams, especially in Fintech or SaaS, Yelp’s business tools became a channel for testing localized ad campaigns, collecting real-user feedback, or even driving geo-specific trials. In E-commerce, companies selling in specific zip codes used Yelp’s ad features to promote their retail or pickup spots.
What Yelp Got Right (And Still Does)
Even if it’s not trendy, it’s still useful.
Do Yelp reviews matter? Absolutely, especially if you’re a business that relies on trust before purchase.
What Yelp still does really well:
- Local SEO juice: Yelp pages rank extremely well on Google. If you search “[service] near me,” a Yelp link is almost always in the top five results.
- Review volume: Over 308 million reviews have been added, and around 26,000 reviews go live every hour. That’s a goldmine for businesses looking to understand real customer sentiment.
- Trust as a tiebreaker: When someone’s deciding between two local dog walkers, plumbers, or hair stylists, Yelp ratings often break the tie. It’s still one of the few platforms where people expect to see long-form feedback.
In home services, reviews give peace of mind before letting someone into your house. In SaaS, positive reviews from early adopters can boost conversions during outreach. For Fintech, people want to know if others found the process smooth or if there were unexpected fees.
So again, is Yelp still relevant? Yes, for the decision stage of the customer journey, especially when people are looking for a reason to say yes or no.
The Pitfalls Nobody Wants to Talk About
Let’s not pretend Yelp hasn’t had issues. In fact, this is where many businesses get frustrated and rightfully so.
What makes people pause?
- Review filtering: That glowing 5-star review? It might get filtered out by Yelp’s algorithm. Businesses complain that real reviews disappear while overly dramatic rants remain.
- “Pay to be seen” model: Yelp has leaned heavily into its ad program. And unless you pay, you might see competitors placed right on top of your profile. This often feels unfair, especially for bootstrapped businesses.
- Hard to manage reputation: Yelp doesn’t make it easy to flag misleading or clearly fake reviews. The moderation system feels rigid, and businesses can’t do much besides respond publicly.
Many business owners, especially in E-commerce, report low ROI from Yelp advertising. Unlike Google Ads or Meta campaigns, where you can see clear attribution and tracking, Yelp data feels less transparent.
Is Yelp worth it? Not always, especially if you don’t fall into Yelp’s high-traffic niches.
When Yelp Isn’t Worth the Effort
So, who shouldn’t worry much about Yelp?
- B2B SaaS companies with long sales cycles. Prospects aren’t discovering you through Yelp. they’re researching elsewhere.
- Fintech apps focused on digital-first users. Customers are more likely to judge you based on Google Reviews, Trustpilot, or even Reddit.
- National e-commerce brands without physical pickup spots. If your business has no local footprint, Yelp isn’t going to move the needle.
- Industries where trust is built through other channels, like whitepapers, webinars, or influencer marketing.
A simple growth tip: Ask your next 10 customers where they heard about you. If none of them mention Yelp, it may be time to cut back on efforts there.
What Yelp Can’t Do (But Others Can)
Yelp isn’t useless, but it’s definitely not the all-in-one solution some still think it is. If you’re depending solely on Yelp to build trust, drive conversions, or get discovered, you’re likely missing better opportunities elsewhere.
So, is Yelp still relevant? Yes, for certain things. But it’s important to understand its limits.
Yelp vs. the Rise of Intent-Driven Platforms
People don’t search the way they used to. It’s no longer just “restaurant near me.” Instead, it’s “best tacos near me TikTok” or “honest plumber reviews Reddit.”
Let’s compare where Yelp stands next to today’s intent-driven platforms:
1. Google Reviews
- Integrated directly into Maps and local search.
- Shows up before Yelp in most search results.
- Perfect for mobile users and fast decision-making.
- Google Business Profile pages can include updates, services, posts, and booking links, Yelp can’t.
2. Facebook Recommendations
- Embedded into real conversations.
- Friends and local groups provide more trust than strangers.
- Better fit for B2C brands in personal or service-oriented niches.
3. TripAdvisor
- Still dominates for travel and tourism.
- Offers booking integration and activity suggestions.
4. Niche Directories
- Fintech? Customers might check Trustpilot.
- SaaS? G2 or Capterra are more trusted than Yelp.
- Home services? Nextdoor and Angi are far more active in localized referrals.
So, do people still use Yelp? Yes, but they’re also using Google, TikTok, and Reddit more strategically. That shift matters.
Yelp and SEO: Is It Still Worth the Link Juice?
Yelp still has massive domain authority. That means even if fewer users visit Yelp directly, it still shows up in the top 5 results on Google searches like:
- “Top 10 hairstylists in Austin”
- “Best vegan restaurants in Denver”
What Yelp Offers That Google Still Can’t:
- High-ranking backlinks: Yelp pages can send real traffic to your website if your profile is complete and active.
- Inclusion in “Best of” lists: Yelp has editorial-style content like “Top 10 Massage Therapists in [City],” and getting featured in those lists can send highly qualified leads.
- Long-form review visibility: Yelp reviews often contain more detailed feedback than what’s seen on Google or Facebook.
So, if you’re running a salon, gym, or repair service, do Yelp reviews matter? They still do, especially for local SEO and detailed comparisons.
Who Should Still Care About Yelp?
Not every business should invest in Yelp, but for some, it still delivers.
The Niche Groups Winning with Yelp in 2025:
For these industries, is Yelp worth it? It can be, but only if the page is kept current and reviews are monitored.
Don’t Ditch It Yet: Smart Ways to Make Yelp Work for You
Let’s be real: Yelp can be frustrating. But if you’ve already claimed your profile, you may as well make the most of it.
How to Optimize a Yelp Listing Without Losing Your Mind
- Choose your categories wisely: Don’t just list “Consulting” be specific, like “HR Software Consultant.”
- Use geo-keywords: Add city or neighborhood names to descriptions.
- Respond to reviews: Thank positive ones, address negative ones. It shows you’re present.
- Encourage check-ins: They boost visibility and update freshness signals.
Using Yelp Reviews as a Content Engine
Don’t let reviews sit in one place. Reuse them across your brand:
- Instagram: Screenshot glowing reviews and turn them into Reels or story highlights.
- Landing pages: Use review quotes to build trust without needing a testimonial call.
- Retargeting ads: Take review snippets and use them as ad headlines for dynamic ads on Meta.
Even if your audience doesn’t live on Yelp, you can still extract value from the feedback loop.
Time for a Test: Should You Still Be on Yelp?
If you’re unsure about Yelp’s value to your business, test it. You don’t need guesswork. You need data.
What’s Next: Rethinking Review Strategy for 2025 and Beyond
Don’t treat review sites like isolated channels. Think like a growth marketer, build a reputation portfolio.
Where your reviews live matters less than how strategically you manage them.
This is where to start:
- Google Business Profile: It’s non-negotiable. Appears in all local search and map results.
- Yelp: Use it if you fall into high-trust, local industries.
- TikTok & Instagram: Showcase real customers using your product/service.
- Niche sites: Get on platforms like G2 (for SaaS), Trustpilot (for Fintech), Angi (for home services).
Do people still use Yelp? Yes. But they also trust other places more now, and businesses that only focus on one channel are falling behind.
If your reputation is scattered, confused, or silent, you’re invisible.
Start asking better questions, like: “Where do my best customers read reviews?” Then show up there with a purpose.
Final Thought: So, Is Yelp Still Relevant?
Yelp isn’t dead, but it’s definitely no longer the king of discovery. It’s part of the conversation, not the whole story.
[A] Growth Agency will help you figure out where your audience actually makes decisions. We don’t chase platforms. We build strategies around real behavior, backed by data, not assumptions.
If you’re not sure where your reviews belong, or if they’re even working for you, we’ll help you test, measure, and shift your focus to what actually drives leads and builds trust.
Remember that being everywhere isn’t the goal. Being in the right places is.
