Yelp had been the search engine for Siri on iPhone 4S. Although only most of the content came from Yelp the searching was done exclusively by the service. Apple’s new iOS, iOS 6, prominently features Yelp as the sole provider of local searching and for reviews on Apple’s new maps feature.
Yelp has also inked a deal with Bing for content on local searched. Yelp is also advertising itself to businesses as the way into Apple Maps. Opening a business page with the service is the only way to make sure the company is listed when iPhone users conduct a local search.
Before the iOS6 announcement Google was the hegemon in local searching. Now it seems Yelp and Google are the binary stars around which the other services revolve. The social media agency will make sure that its clients are not only present on Yelp, but that those clients are actively recruiting feedback and reviews to make their listings more important.