SF-based Yelp, the much-hyped and big user-gen CitySearch competitor, has raised a $15 million round fourth from DAG, according to TechCrunch. Total funding for the company now comes to $31 million, having last raised $10 million in 2006. The latest raise puts the company at a $200 million valuation. In addition to the core user reviews service (bars, restaurants, clubs), the company has established a brand associated with the young and the hip. Funding will go towards sales expansion and the establishment of a NYC office.