There are so many businesses that are succeeding on Yelp that don't pay us a dollar, and we're really excited about that.

If somebody writes a review of a dry cleaner, that piece of content is not wildly viral. It's not like a viral video that can spread across the world in a matter of minutes, so as a result, each market is almost an island unto itself.

Consumers are empowered by Yelp and tools like it: before, when they had a bad experience, they didn't have much recourse. They could fume, but often nothing else other than tell their friends.

Everyone is panicked about the transition to mobile. I don't lose any sleep whatsoever.

One of the challenges of buying local advertising is, how do you know if it worked? How do you know if it's got value? We're moving toward an e-commerce experience for local, an Amazon-like experience for local.

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

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.