Yelp And YP Team Up

Scott Lambert

One of them is the biggest name in online reviews; the other used to be the only name in local search. Yesterday they got together to establish a strategic partnership that could significantly expand Yelp’s reach and give YP just the kind of in-depth customer engagement it needs for the comeback it has been planning.

“This partnership provides YP customers with the ability to easily manage their online presence and reach more consumers across YP and Yelp’s platforms,” a spokesperson for the company formerly known as Yellow Pages said, while Yelp CEO Jeremy Stoppelman commented: “This partnership allows Yelp to tap into YP's large, local sales force and advertiser base. Yelp's significant consumer engagement combined with YP's scale and advertiser reach will help both companies grow and take local advertising to the next level.”

While the details of the deal have not been formally disclosed, a few things about it are known:

  • YP will have full access to Yelp’s ROI metrics
  • Yelp will join YP’s local ad network
  • YP business owner profile data will appear on Yelp
  • The two companies will combine forces on sales

The key advantage of the deal is that YP will gain access to Yelp’s high social status and social media clout, while Yelp gains access to a great many more potential advertisers. It is also a promising situation for marketers, who will see the value of their existing YP ads increase as they are enriched by Yelp content, keeping potential customers focused on them for longer.

YP is currently the fifth-strongest company in mobile; although it does not have the clout of Facebook or Google, it has the potential to raise Yelp’s profile considerably within that marketplace and help it to hold on to its users as more and more people stop using traditional computers. This will give businesses currently profiled on Yelp an advantage, especially in the area of local search, making it easier for people to check reviews while they are out and about. It is likely to be particularly useful for those in the restaurant and hotel trades.

No timescale has been set for the progression of these plans but it is understood that the changes will take some time to propagate. Both companies have been clear that they see this as the first stage of the partnership and that they may extend their working relationship into new areas in the future.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

Topics: Local Search

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