Yelp helps expand the scope of a marketing strategy
Companies that are engaged in search engine marketing campaigns are essentially trying to make sure that users who search for them or their keywords find them quickly on the internet. However, one of the limitations of SEO tactics is that a business can only occupy so many results on the front page of Google search results. Unless, that is, secondary services and platforms are used.
When a company has a physical location, such as an office, restaurant or shop, it can register on review websites such as Yelp, CitySearch or Foursquare. After signing up with Google Places to ensure that the search engine acknowledges a company name with a physical address, all that's left to do is fill out these services' profiles and allow them to swell with the comments and opinions of customers.
The most direct effect that this has on online marketing efforts is that a company's commercial website won't be the only result on the front page of Google returns. Instead, the Yelp profile and CitySearch profile will comprise the next few items on the list of closest matches in Google's opinion. This is a great way to claim the first page of Google for your company's name and can often impact the keywords that an organization strives to rank for as well.