Late last week, (June 16th 2012), saw Yelp and Bing announce a partnership which will deliver enhanced local information for search queries.
Once again underlining the growing importance of local relevancy to search criteria that marketers need to be area of, it has been launched first in the US.
Using the new search shows that Yelp data is automatically included on the SERPS. Other than previous additions to information though, the data pulled from Yelp is included directly in the central column, thus having the greatest exposure for the average net user.
The content being supplied is also data rich. As well as including reviews and star ratings, images are also included.
Taking things one step further, specified local searches on Bing will return an even greater amount of information from Yelp.
Confirming the new approach, a Bing spokesman said of the deal.
“Bing’s approach is to partner with leading content providers and services from across the web to provide people with more relevant results from the websites they trust.”
To many SEOs, this will be seen as further good news when extolling the importance of reletavice content creation for their clients.
The spokesmans went on to clarify:
“By teaming up with Yelp, Bing is able to provide searchers with richer local data – including review snippets, photos and business attributes – from one of the web’s leading local listing services.”
With a growing reputation, and contributors from members of the public, Yelp is one of the primary resources for local information.
Perhaps most tellingly, is it shows the main difference between Bing and Google – in that the latter is likely to acquire other services to enhance its verticals, rather than work with other services in partnership.