This document discusses the integration of Yelp features and data into Apple Maps and iOS 6. Key points include: - Apple Maps will now show snippets of Yelp reviews, photos, and allow calling or getting directions directly to businesses through Yelp data. - Local SEO factors like consistent business name, address and phone number (NAP) data across sources helps influence how businesses are displayed. - Premium Yelp advertising services may provide benefits, as customer reviews and reputation management are important ranking factors for local search results. - Opportunities exist for businesses to optimize profiles across mapping and review sites like Yelp to influence their local search visibility.