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February 11, 2014

Yahoo Partners with Yelp to Enrich Search Results


Yahoo has gained something of a reputation for being acquisition-happy since CEO Marissa Mayer took charge of the company nearly two years ago. Indeed, the Web company’s propensity for scooping up start-ups and firms could be described as something of a buying spree, but there’s more to Mayer’s Yahoo than acquisitions.

Most Yahoo properties, for example, have received a fresh redesign over the last couple years. Partnerships are another key element of the new Yahoo’s strategy worth noting, especially because the company has just made a significant new one with restaurant review site Yelp.

Although it’s a rather straightforward affair that will see Yelp’s listings and reviews of local businesses get incorporated into Yahoo’s search results, this is a huge move for both companies. Obviously, for Yelp, this means even greater exposure, while Yahoo can boast a handy feature that Google lacks.

Google does, in fact, boast its own business and restaurant reviews incorporated amongst its search results, but it uses its own Google Reviews system for this, which is younger and therefore less fleshed out than Yelp. In other words, Yahoo’s partnership with Yelp is a crucial move that should help its chances in the Google-dominated search space.

For evidence of this, look no further than Yahoo’s and Yelp’s respective stock prices following news of the partnership breaking on Monday. Yelp was up 3.7 percent, trading at $92.71, while Yahoo’s stock surged forward 1.15 percent to hit $37.66. This wasn’t just a reactionary blip for Yahoo, either, as its market share was up more than two percent Tuesday morning.

According to comScore’s latest figures, Yahoo holds 10.8 percent of the search engine market, behind Microsoft’s Bing and Google. It should be interesting to see how Yelp integration will affect this figure in the future.

Yelp integration should appear in Yahoo search results in the coming weeks.




Edited by Cassandra Tucker


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