Google has acquired Zagat, the survey company and multimedia publisher known best for its print guides to local restaurants.
As Google spins it, the acquisition strengthens its local-search arsenal, helping it compete with other review sites, like Yelp, OpenTable and TripAdvisor.
You may recall that Google tried to buy Yelp for about half a billion dollars a few years ago. It reportedly paid less than $66 million for Zagat, which would seem to be a bargain.
Zagat, though well-known for its printed guidebooks, is a relatively small presence on the Web, with an estimated monthly audience of barely more than 600,000 compared to Yelp's 15 million.
But small though Zagat may be, the deal means that Google is taking ownership of another big chunk of content, raising questions about how fairly it will direct searches to its competitors in the content field.
How neutral?
The acquisition could give “search neutrality” advocates — and possibly even the Federal Trade Commission — more reason to be skeptical of how neutral Google's search results really are.
Even some Google fans have expressed concern about the deal. Journalism Professor Jeff Jarvis, author of “What Would Google Do?” is quoted by Gigaom as worrying aloud about the potential conflicts the deal presents.
"Google buying Zagat as a content company would concern me. It would bring channel conflict and put Google in the content-creation instead of the content-linking business, competing with the other side of links and raising conflict-of-interest questions," Jarvis said, according to Gigaom.