Are you an avid Yelper? Do you love reviews and learning about businesses before you patronize them? Yahoo is stepping up their local game by integrating Yelp reviews into the search results. The details are still behind the walls, but what has been released is that the partnership will result in Yelp content being associated with Yahoo search listings. Search Engine Journal’s Matt Southern points to the integration of not only reviews but photos and local content, such as maps.
What About Yahoo’s Partnership With Bing?!
The relationship between Bing and Yahoo has become contentious since Marissa Mayer took over in July of 2012. Although much of Yahoo’s business is outside of the search and American market, the search side has the ability to generate a large percent of revenue; if the usability is comparable to the user experience and brand loyalty of Google. With her background from performing as Google’s VP, Mayer is looking to a third-party like Yelp for local elements versus an integrated ‘competitor.’
Bing and Yahoo have a partnership that runs through 2015, which may be why the details of the Yelp integration are still behind closed doors; Yahoo maybe looking for a way out.
Marissa Mayer – Business Genius
In their story about this Yelp announcement, PC Magazine points to the fact that Google attempted to (allegedly) purchase Yelp in December of 2009 only to be outbid by Yahoo by $200 million. Who might have all of the details of all of these businesses and transactions?! Marissa Mayer. Yahoo is making calculated movements, and the only way to make data-driven decisions is to have the information. Well played Ms. Mayer, extremely well played.
Yelp isn’t for sale and is doing pretty good for itself using real-time content generation and user reviews as their primary product. The value Yelp adds to the internet cannot be understated, this value is something Yahoo wants to leverage. Users WANT to use Yelp, they like it. With declining market share and little interest from the internet community, Bing doesn’t appear to be a key component of the Mayer online strategy. For Yahoo, this move is surely a sound one, all that remains is to see how they go about implementing Yelp.