In a move which substantiated last-month reports, Internet firm Yahoo has worked out a partnership with online review firm Yelp, in an evident attempt to bring about an improvement in its search engine.
As a result of the Yahoo-Yelp partnership, ratings and excerpts from Yelp's merchant reviews started appearing in Yahoo's search results on Wednesday.
Though the financial terms of the Yahoo-Yelp partnership have not been officially disclosed by either of the companies, Yahoo is hopeful that the Web users will be encouraged to use it search engine because of the additional attraction of snippets from Yelp's popular service, especially when they searching details about a particular city.
From the Yelp perspective, the partnership with Yahoo will enable the company to polish its brand as well as generate more revenue.
Meanwhile, with Yahoo being a distant third-ranking Internet search engine, after market leading Google and Microsoft Bing, one of the top priorities of Yahoo CEO Marissa Mayer has been to boost search traffic --- a direction in which the company's partnership with Yelp could be highly beneficial. With the queries of users yielding an insight into the Internet users' interests, increased traffic will help Yahoo use the knowledge about users' interests to sell advertising.