When Yelp first took off, our rankings on Google would fluctuate wildly.

You have to be very nimble and very open minded. Your success is going to be very dependent on how your adapt.

The biggest thing is to create a product that consumers find useful. As more and more people like something, it becomes harder and harder to have a conspiracy theory about it.

About every year or two, there is a moment of truth where there's some new development in the marketplace, some new technology, some sort of existential crisis. You just have to be vigilant about looking out for those moments.

Maintaining the trust of the consumer is critical to our business

Maintaining the trust of the consumer is critical to our business. We live and breathe only one thing, which is wanting to connect consumers with great local businesses, and I don't feel we can do that if we don't have effective ways to prevent gaming of the system.

In the very beginning, Yelp started as a service where we really didn't think people would write reviews for fun. The whole concept of user-generated content was pretty nascent in 2004.