If I might revive this discussion, I actually have a similar situation for a lawyer based in California. He has recently obtained some very positive reviews on Yelp, earning him a 5 star rating. However, he has heard word through the grapevine that Yelp will lower the exposure of his positive reviews if he doesn't start advertising on Yelp as well. Personally, my gut is telling me this is not true (and would be quite unethical of Yelp!), but I have yet to find concrete evidence of it. Would anyone have any thoughts and/or research on this?
Thanks!