Yahoo to Use Yelp to Improve Local Search


Yahoo (NASDAQ:YHOO) is reportedly planning to team up with Yelp (NYSE:YELP) to improve its local search results, according to sources who attended a meeting with Yahoo CEO Marissa Mayer on Friday, the Wall Street Journal reports. The collaboration will involve Yahoo using Yelp’s user reviews and local business data in its search results, a feature that the Journal’s sources said will be unveiled in the coming weeks.

Mayer has taken on the task of turning the once-dominant Yahoo around after the company failed to transition to mobile quickly enough. Mayer’s efforts seem to be moving the company in the right direction. Her renewed focus on mobile and bevy of acquisitions have helped Yahoo stock rise more than 78 percent in the course of the past year.

Recent data from Comscore found that Yahoo was the top desktop Web property of the last month of 2013, beating out rivals Google (NASDAQ:GOOG) and Facebook (NASDAQ:FB). Of the 224 million people who accessed the Internet in the U.S. in December, 87.1 percent of them viewed Yahoo at least once. December wasn’t the first time in 2013 that Yahoo topped that list.

In August, Yahoo beat out Google for the top spot in Web traffic for the first time since May 2011. In October, Yahoo did it again, managing to keep the top spot in desktop traffic away from its biggest rival and Mayer’s former employer. All the evidence seems to suggest that Yahoo’s return isn’t just a fad.