Yahoo has bolstered its efforts in the field of contextual search by integrating Yelp content alongside its search and maps products.
Content from Yelp, including reviews, business information and pictures, will be prominently displayed, particularly when users search for local businesses. The move is the execution of a partnership that was first reported in early February.
See also: Yahoo's Comeback Is All Smoke and Mirrors
Yahoo and Yelp declined to comment on the terms of the partnership at that time and did not immediately respond to request for comment.
The integration of Yelp brings Yahoo closer to competing with Google's search, which features Zagat reviews. Google bought Zagat for $151 million in 2011 while Marissa Mayer, the current CEO of Yahoo, led its local, maps and location services group.
Mayer left Google to join Yahoo and has been playing catchup with the search giant ever since.
Yahoo's use of Yelp appears to be similar to Google's use of Zagat. The main search box remains along with the ad unit at the top; Yelp reviews appear on the right side along with pictures.

Yahoo search now incorporates Yelp reviews.
Image: Yahoo
Yahoo is in a difficult place when it comes to search, as it is in the midst of a deal with Microsoft. Bing currently powers Yahoo search, splitting revenue with Microsoft.
A Yahoo spokesperson said its relationship with Microsoft would be unaffected by the partnership.
The partnership with Yelp adds to Yahoo's efforts to boost its contextual search, in which user data is considered along with search terms to provide users with results that are relevant to their surroundings. Contextual search is considered essential to capturing the growing mobile search market as users turn to smartphones.
"With local searches making up about 25% of Yahoo’s search traffic, the demand for reliable local information is high, and we’re excited to make this experience even richer for Yahoo users," Yelp wrote in a blog post.
Mayer has publicly stated that she sees opportunities in contextual search, particularly as mobile traffic grows.
Various acquisitions by Yahoo, such as mobile personalization company Aviate, have highlighted Mayer's efforts to incorporate technology that would be able to take advantage of Yelp content by anticipating a user's needs.
Have something to add to this story? Share it in the comments.