Will Scott is the CEO of Search Influence, the largest online marketing firm on the Gulf Coast. He gave a presentation on why online marketers are rethinking Yelp. He showed that mobile local searches will surpass desktop searches by 2015. Factors that influence rankings on Siri with Yelp were discussed, such as proximity, ratings, categories and taxonomies. The presentation provided tips for optimizing for these rankings, including leveraging third party data, enriching Yelp descriptions, studying local taxonomies, and focusing keyword research on natural language queries.