Yellow pages sites have struggled to varying degrees to build a critical mass of reviews and have often turned to third parties to “back fill” or provide the content, which has become almost a competitive necessity (ALike has an interesting alternative approach). To that end this morning Dex announced that it was integrating Yelp reviews into online directory DexKnows:
Dex One Corporation, leading provider of marketing services and solutions for local businesses, today announced it has signed an agreement with Yelp (yelp.com), the fastest growing local business review site, to provide consumer feedback on its local search sites.
Dex One will be integrating the new content — ratings and reviews written by the Yelp community — on DexKnows.com later this month. The Yelp-branded content will appear within individual DexKnows.com local business listings and complement the existing user-generated content already provided by regular DexKnows.com users.
One question is whether the presence of Yelp reviews will encourage more DexOne users to submit content themselves.