How Zyppy List Evaluates and Ranks Marketing Companies

Reputation, trust, and the ability to deliver results are hugely important when we consider company applications to Zyppy List.

We’re picky about who we accept, and even pickier about how we rank companies. 

Internally, we assign a Reputation Score to every company that applies. Reputation Score is meant to reflect each company’s level of real-world trust, experience, and performance. A company’s Reputation Score not only determines who we recommend on Zyppy List, but also how they are ranked in our search results.

The concept is similar to Google’s E-E-A-T (Experience, Expertise, Authority, and Trust) and how Google’s human Quality Raters evaluate websites – only we evaluate much deeper.

The ideal Zyppy List Company:

• Has raving client reviews
• Is recognized by industry peers as one of the best in the field
• Demonstrates deep technical and domain expertise
• Is positively referenced in industry publications
• Is transparent about process, pricing, and outcomes
• Works to advance and elevate their field
• Participates in their industry through writing, speaking, conferences, interviews, and other outlets
• For companies, is considered an excellent employer
• Has achieved the highest levels of training and specialization in their respective field
• Shares knowledge with others
• Advocates hard for their clients
• Does much of their business through referrals and repeat business
• Is positively involved in both their community and industry

Furthermore, we take a dim view on fake or highly manipulated user reviews. Any suspicion of fake or highly manipulated reviews on other platforms to make the company appear better than they are is grounds for exclusion.

At the end of the day, it’s all about trust. One question we ask ourselves when evaluating companies is this: would we feel confident sending a loved one or relative to this company for services?

Below are some of the considerations we evaluate when considering a company’s Reputation Score. Keep in mind that no two companies are alike, and different companies can be evaluated in different ways. For example, a 300 person agency will look a lot different than a single person consultancy – yet they can both have terrific—or bad—reputations.

1. Overall Presence and Visibility

We examine the company’s website and overall presence on the web. A strong online presence, supported by up-to-date content and visible brand mentions, often indicates credibility and investment in ongoing communication with clients.

2. Third-Party Mentions and Links

We know that what others say about the company matters much more than what the company says about itself. We examine what independent sources say, including discussions on Reddit, Quora, and other online platforms. We also look at interviews, podcast features, appearance in professional communities, and news mentions of both the company and its employees.  

3. Customer Reviews

Customer reviews are incredibly important, but we treat reviews with skepticism if the company directly influences them. Other directories contain reviews that are often heavily manipulated or outright fake. We dig into third-party platforms—such as consumer forums and business directories—for a more nuanced perspective. We have a low, low tolerance for manipulated reviews. We also look at how companies respond to negative feedback or public criticism. 

4. Social Media Presence

We assess both follower counts and engagement levels, focusing on likes, shares, comments, and how actively the audience interacts on platforms like Facebook, Twitter, LinkedIn, Instagram. We may also look at LinkedIn profiles and endorsements of both the company and key employees.

5. Employee Reviews

Feedback on sites like Glassdoor or Indeed can reveal a company’s internal culture. Consistently negative reports about management or workload may eventually affect the quality of work delivered to clients.

6. Awards and Accolades

We weigh accolades by their credibility. Established and peer-reviewed industry honors carry far more weight than pay-to-play awards with minimal vetting processes.

7. Publications and Thought Leadership

We consider blog posts, videos, whitepapers, and social media content to gauge expertise. Substance and originality matter more than sheer volume. Appearances or articles in reputable outlets further highlight leadership.

8. Certifications and Specialized Training

Relevant credentials (e.g., Google Ads, HubSpot, Facebook Blueprint) among leadership and staff demonstrate a commitment to industry best practices and ongoing professional development.

9. Industry Involvement & Community Impact

Participation in trade associations, local business groups, or philanthropic activities can enhance both a company’s reputation and the broader community’s perception of its values.

10. Regulatory Compliance

We check whether a company adheres to data protection regulations (GDPR, CCPA) and review any public records of legal disputes. Transparent privacy policies and ethical data handling can strongly influence a company’s standing.

How Zyppy List Ranks Companies

Within each service category and search performed on Zyppy List, we rank companies based on three primary criteria:

1. Relevance, e.g., the service or location you searched for
2. Reputation Score
3. Zyppy List Endorsements given by vetted Zyppy List users

Since multiple companies can share the same Reputation Score, we randomize companies with the same score every 24 hours. This means that different companies get to share the top spots as they are rotated in and out. That said, because we only randomize companies within the same scoring buckets, the companies at the top will always have the highest scores.

Importantly, companies cannot pay for rankings. Our rankings are not for sale. Companies with professional subscriptions on Zyppy List can access enhanced visibility – by appearing in multiple categories, for instance – but this does not change their Reputation Score or rankings. Additionally, Zyppy List may display sponsored listing where companies can pay for placement, but unlike other listing services these are always clearly marked and never, ever at the top of results.