There is no official announcement from either Google or Yelp about the deal but various sources have confirmed information about the ongoing negotiation to New York Times. Market analysts view the deal as Google’s intention to get a tight hold over the local business market which they have been trying in recent past.

Google generally takes over a company for their technology and work force but with Yelp Google has much more to add to its giant empire.

• Yelp once added to Google could step up little slowed down Google’s core search advertising business.
• In the growing trend, local shops are preferring web sites of newspapers and directory sites as Yelp and CitySearch over the Yellow Pages and other print media. Yelp’s intelligent information that includes extensive knowledge of people’s tastes and price preferences would help Google produce local advertising.
• Acquisition could probably bring increase in Google Mobile services as Google has a clear interest in combining Google Maps, search results, and its small-business-oriented advertising technology into its next big source of revenue growth. With Yelp’s data, the app could suggest restaurants and other services along the way.
• Yelp’s technology will support Google’s ‘Place Pages’ which according to Google are a web page for every place in the world which includes feature reviews, photos, and, ads .

Yelpers have made yelp grow to an approximately 26 million views per day, Google’s idea would give them chance for better advertisements providing ads at every stage from local searches page to Place Pages for businesses and even to Google Maps while people tend to find directions to those businesses.