The rise of Yelp has fundamentally changed internet marketing, especially for local businesses. Many consumers bypass Google and other traditional search engines altogether and simply conduct their search on Yelp. Many will check out a company’s Yelp reviews before bothering to contact them. In addition to this, Yelp listings and categories often shows up in traditional SERPS, thereby serving as another asset (if it’s your business listing) or hindrance (if it’s your competitor’s). So for better or worse (I say better), Yelp has changed the local search game, and it’s not going away any time soon.