YP Partners With Better Business Bureau To Showcase Highly-Rated Local Marketers

While consumers have a vast array of online platforms to comment on a business, the Better Business Bureau's longevity sets it apart. And YP is featuring those 1.3 million "positive" reviews on its platforms.

Many local businesses and services decry the seemingly random nature of online reviews across Yelp, Google Maps, Facebook, TripAdvisor, and endless other outlets. Even though there are many tools that local brands can use to monitor public commentary across the web, there is one forum that both businesses and consumers generally can appreciate: the 104-year-old Better Business Bureau.

While it could easily have become an anachronism, last year, the BBB claimed that visitors went to its sites roughly 172 million times for reviews on more than 5.3 million businesses.

But the organization believes it could still use some help getting its users’ appraisals in front of more viewers, so BBB has agreed to share 1.3 million BBB Business Reviews across YP’s online guides, which attract 70 million uniques a month on average.

It’s important to note that as part of this initial phase of the partnership, YP will only show BBB rating information if the business is rated A or A-plus. The BBB has an estimated 5 million total searchable reviews available on its site.

“YP has done an incredible job of updating its information and embracing all platforms of delivery,” notes Mary E. Power, president and CEO of the Council of Better Business Bureaus. “This partnership brings together two strong brands that are dedicated to helping consumers make smart purchasing decisions, at home and on the go.”

Still, the BBB/YP connection makes it easy for consumers to go to main BBB site to view information such as complaints, customer reviews, licensing, or government actions on companies in its directory.

As YP put it in a blog post, “Who doesn’t love seeing an A or A+ rating to help you feel more confident about doing business with a company? Now, consumers using or the YP App to find trusted businesses — whether a landscaper, real estate agent, mechanic or other valuable service — can narrow their searches for only businesses with top Better Business Bureau ratings.”

“BBB has a well-earned reputation of providing unbiased ratings on local businesses, which act as a strong complement to user reviews,” added Stu MacFarlane, EVP of Consumer Platforms at YP. “Our goal is to give consumers as much information as possible to help them make a well-informed decision.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.