First, we need to understand the audience that is on Yelp. People who will be finding your restaurant on Yelp are either actively looking for a place to eat or are using reviews on Yelp to determine if they will try your restaurant or not.

Your audience is not repeat customers who already know why you're awesome.

Your audience is people who have likely never heard of your restaurant before. Using Yelp to tell your restaurant's story and stand out from other local places is not an easy task, but is crucially important for attracting new business on the site.

Of course, this is easier said than done. However, nail these four components and you'll be miles ahead of every other restaurant's Yelp profile.