Review sites like Yelp force businesses to pay a premium just to be listed in the first few results. The kicker – Yelp knows that customers will rarely choose a business simply because it is listed first. Customers are wary of prioritized placement and advertisements as their intuition alerts them to possible “pay for placement” practices. Which is why potential customers rely on unbiased reviews and recommendations. However, if an irrational client leaves a negative review potential customers will scroll onto the next business below yours. Besides, sites like Yelp are not quantifiable and hardly deliver measurable traffic.