Yahoo Enhances Local Search with Yelp Partnership
In a weekend report by the Wall Street Journal, Yahoo is set to boost its local search capabilities by partnering with Yelp. This collaboration will integrate Yelp’s local listings and reviews directly into Yahoo’s search results, similar to Yelp’s existing partnerships with other major platforms.
The specific terms of the Yahoo-Yelp agreement remain undisclosed as a Yahoo representative declined to comment. Since becoming CEO, Marissa Mayer has been focused on improving Yahoo’s search experience, aiming to set it apart from Google. This new partnership is another step in that direction.
Local search has gained significant traction in SEO, especially since users frequently look up local business information on mobile devices while on the go. Leveraging Yelp’s features can provide Yahoo users with a superior local search experience, particularly on smartphones.
Expected enhancements include the integration of Yelp reviews, photos, and local listings into Yahoo search, akin to what is currently seen with Bing. Mayer has previously expressed dissatisfaction with Yahoo’s arrangement with Bing and appears keen to use Yelp’s features to gain a competitive edge. This dissatisfaction is rooted in a deal where Microsoft receives 12% of the ad revenue Yahoo earns from search ads. Yahoo’s contract with Microsoft will likely remain in place until at least 2015.
As of December 2013, Yahoo held onto 10.8% of the search market, according to comScore. It remains to be seen if the new partnership with Yelp will help Yahoo increase its market share. The impact of these new features is expected to become apparent in the coming weeks.
