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San Francisco: Yahoo on Wednesday began serving up Yelp reviews in US search results as it sought to win users away from Google.
“We’re thrilled to announce that we’ve partnered with Yelp,” Yahoo product management senior director Anand Chandrasekaran said in a blog post.
Looking up businesses on smartphones, tablets or computers on Yahoo Search will trigger results that include Yelp user-generated reviews and ratings, according to Chandrasekaran.
Yahoo portrayed the move as enabling the California-based firm to provide more personalized services and content to visitors, but it was also seen as part of a strategy to better target money-making ads.
Yahoo chief executive Marissa Mayer has overhauled the company’s offerings and launched digital magazines as part of an effort to revitalize the aging Internet pioneer and to be at the center of daily online habits.
Since taking charge of Yahoo in July of 2012, Mayer has made a priority of following people onto mobile devices, focusing on tailoring content to individual tastes while Microsoft search engine Bing does the heavy-lifting behind the scenes, crawling and indexing online content for Yahoo under the terms of a deal struck several years ago.