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9.21.11 Exhibits

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9.21.11 Exhibits Powered By Docstoc
					Exhibit A
About Yelp
About Yelp
Exhibit B
About Google Local




 Helpful contact
information, but
nothing more…
Exhibit C
Misappropriation of Content
Misappropriation of Content




                              Google told consumers
                              that it had 280 of its
                              own reviews, but it
                              really only had a small
                              handful.
Misappropriation of Content
Misappropriation of Content




Yelp content,
presented as
Google’s own,
without attribution
or linking.
Exhibit D
Google Still Using Yelp Content
                                  Page 12
Guess Where These Links All Go?
                                  Page 13
Isn’t Google Doing this for the Consumer?
                                                       Page 14




                                               Not a single
                                               reference to
                                             “spinach pesto
                                            pizza”, so why are
                                                 we here?

Confidential
Exhibit E
Before…
… After




          Links to Yelp have
            been removed
Exhibit F
Priority Placement




                 When it comes to search,
                 it’s all about prominence,
                 placement, visual appeal
Competitors Get a Different Treatment




                                    Compare to competitor links,
                                   which can never show up in the
                                 space reserved for Google, even if
                                 the algorithm prefers their content
Links to Other Review Sites Have Been
Removed in this Design Layout




                       Google executives (not the
                  algorithm) have decided that Google
                   Local always has the most helpful
                         content for consumers
Exhibit G
What the Design Layout Might Look Like if
Google Played on a Level Playing Field




  Assumes that Zagat is selected for
    more prominent placement not        Google Places gets
  because it is owned by Google, but    the same treatment
  because it has objectively relevant    as everyone else
                content.

				
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posted:9/21/2011
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