Yelp has been doing so well for so long, it's easy to forget that few companies go at it alone for this long and not get gobbled up by some bigger company or become the big company themselves.
The local and small business space is coveted by many, Google in particular, but Yelp has the inertial to maintain its lead.
The latest small addition
to the service is actually an important one as it's a step beyond what it's been doing so far. Small businesses can now sell gift certificates via Yelp.
Unlike with offers and deals, these gift certificates aren't discounted, they're exactly what they sound like, gifts you can buy for your friends any place around you or around themand that you like. In fact, Yelp wants to make it clear that these are not deals and are full price.