Yelp is trying to go deep into the personalization game. Soon, new screens will allow users to select preferences and favorites that will be used by the company to offer better recommendations and personalized search results.

With the latest version of the Yelp app, users are going to be prompted to indicate dietary and lifestyle preferences, and then will be asked for favorites across a number of categories: food & drink, things to do and lifestyle.

The process is pretty simple, just tap images from a visual menu. This could possibly make the app different from Google local search, as Google has been creeping up on Yelp’s territory as the go-to local review site in the US.

Depending on each user’s choices, they should get different recommendations and search results when compared to somebody else.

According to Yelp, it’s using reviews content, photos, business attributes and other such data to match consumer interests and businesses or activities. “Rather than serving recommendations solely based on a user’s search history, Yelp is starting an open conversation with consumers to better understand their preferences and interests in order to customize the app to show them what they want to see more of,” Yelp says in its blog post.  Not only that, Yelp said that it won’t expose user preferences publicly.

Yelp said that the new features are going to roll out soon to iOS users and in stages for Android users. The “full experience” will be available by early next year. The company also stated that the new capabilities are “the beginning of major product changes the company is undertaking to significantly evolve and improve the consumer experience.”

SourceGreg Sterling