Author Archives: Liz Walton

Welcome to GeoMarketing

Today we’re excited to introduce GeoMarketing.com, the source of record for location-based advertising campaigns in all its forms. GeoMarketing is first a database of campaigns, brands, agencies, and professionals working on location-based marketing, and second a news site covering trends, companies, and people developing location-based marketing.

With the rise of mobile there are increasing ways to reach customers with messages based on where they are. Online-to-offline spending is estimated to be 10x larger than e-commerce, and it’s growing. BIA Kelsey estimates location-targeted mobile ad spending will account for 52% of the $30.2 billion in total mobile ad expenditures by the end of 2018.

But, there’s a lack of shared knowledge, best practices, and case studies about how GeoMarketers are beginning to adopt these new technologies and create campaigns – and GeoMarketing.com’s mission is to be that resource.

The Managing Editor of GeoMarketing, David Kaplan, has been covering the advertising space for the last two decades. And along with Associate Editor, Nicole Spector, David has spent the past few months interviewing brands, agencies and people in the space working on cutting-edge campaigns and compiling the database.

GeoMarketing is an independent news site, and David and Nicole have complete control of the content on the site. Yext is simply the parent company, but will have no influence on the coverage. We think that’s what makes the best content.

For more head to GeoMarketing.com.

Onward!

Introducing Pages

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2014 is the year mobile search is expected to surpass desktop search.  Since over half of mobile searches are local, this means GeoMarketers have a huge opportunity to reach customers in organic search.  

To help GeoMarketers reach even more local customers, today Yext is announcing Pages, a new product that allows marketers to easily create a store page site from local data and content already in Yext.  It’s Store Pages, ready right out of the box – and they work even better when integrated with your Listings.

Pages allows GeoMarketers to easily create web and mobile pages for each of their locations – in one directory site.  Powered by cutting-edge technology with built in SEO, you’ll be up and running in no time. All from the local data you already have in Yext.

  • Location Page: Unique websites for locations created with SEO optimization

  • Directory: Location directory build into your current website

  • Landing Page: Extend your campaign to the location level

Best of all, it’s completely integrated with your Listings and Social in the GeoMarketing Cloud, so you will maximize the performance of your local digital presence. Benefit from integrated Listings and Social in your organization and in your SEO.

This might not be the first you’re hearing of Pages. To help spread the news of Pages we created our biggest ever advertising campaign with AdAge and AdWeek.  Check out a behind-the-scenes look at the shoot and our idea for the campaign here.

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Your brand’s Listings and Pages work better together.

To learn more about the benefits of an integrated approach to your local presence, please download this complimentary whitepaper by local SEO expert, Andrew Shotland, here.

AWS User Group Meetup

This week, Yext hosted the NYC AWS User Group to discuss techniques enabling migration applications to AWS. Education technology company Knewton, had their own unique perspective on the topic and joined in on the presentation.

We started the evening with drinks and networking. One of the guests was overheard joking about our idea of “light refreshments.” At Yext, there is never a shortage of good eats.

Speakers included Yext’s CTO, Sean MacIsaac and Knewton’s Director of Platform, Trevor Smith.

Sean MacIsaac, kicked off the discussion with a presentation on how Yext Engineering uses MySQL replication with RDS to enable Yext’s migration to AWS.

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Trevor Smith’s presentation on their migration from an in-house graph DB to Cassandra-backed Titan, raised a lot of questions.

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Trevor’s key advice for the evening, ”spend a lot of time understanding your problem.”

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Adding Citymaps and 7 Publishers to PowerListings Network

When your customers are looking for things and businesses locally they use different sites and tools to find different information. They’re looking for details that distinguish your business from the next based on more than just where it’s located (though that matters, too). And since each site, map or app offers its own context, your business needs to be everywhere.

To help customers find your business on whatever device and service they might be looking, we’re excited to announce eight new publishers in the PowerListings Network: Citymaps, Opendi, YellowPagesGoesGreen, Citybot, ABLocal, Pointcom, VoteForTheBest, 2findlocal!

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Citymaps is the world’s first social map.  Described as the “Pinterest for Places,” Citymaps is the fastest and easiest way to make maps of your favorite places, see your friends’ maps, and check out personal maps by celebs and publishers.  Discover the best places around you, wherever you are.  The award-winning logo map covers 15mm places in America — including real-time Instagram photos, menus, tips, navigation, and directions.

We’re excited to partner with Citymaps, another NYC startup right up the road from our office.

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Opendi is a local directory that contains over 6 million local businesses across the globe. Along with their business pages, there are thousands of reviews to help searchers find exactly what they are looking for.

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YellowPagesGoesGreen provides an environmentally friendly search engine while supporting the green movement and promoting awareness by helping consumers opt-out of the delivery of the printed yellow pages. As the original opt-out registry, their “going green” mission continues as they provide a simple and effective online alternative to print.

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Citybot is an app that makes travel planning easy for people who don’t just want to find one place but want a full itinerary including the best attractions, restaurants, bars, and other must-sees in a new city.

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ABLocal is a curated local business directory, which helps people find great local businesses they’ve never tried before. Their search algorithm favors businesses who have taken the time to curate their listings. They believe business owners who want to talk about their business, and what makes it unique, are more likely to run a cool, local shop.

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Pointcom has been offering great services to the world wide web since the 1990′s and as we venture further into the 21st century they have looked for new ways to expand on what this site has provided in the past and bring great websites to the forefront. Each site they review is given a stamp of approval that they have quality content that would be essential for any visitor to check out.

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VotefortheBest is a straight-forward business directory that ranks businesses in every town in the country based on a simple yet powerful voting system. VotefortheBest is quickly becoming the go-to destination to find out what businesses are popular in any city.

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2findlocal is a local search directory that helps consumers make big finds from small businesses. Made in New York, 2findlocal connects consumers to businesses in their towns selling the products and services they need. Consumers can even see what searches are trending in their town, providing them with another way to find local businesses.

In addition to these eight sites, maps and apps, we’re adding new ones all the time to help your customers find you. You can learn more about each one in our PowerListings Network here.

Local Marketing Tips for the Holiday Season

The best way to attract customers this holiday season is to show what makes your business unique and why they should choose you over the competition. With Black Friday and Small Business Saturday already here, shopping is on everyone’s mind.

With millions of customers heading to stores to shop for holiday gifts and to take advantage of seasonal deals retailers need to use every marketing tool possible to get people into their doors. So here are a few tips for ensuring customers can find your business and make it to your front door.

  • Seasonal Categories

    • Most people don’t have a specific business or location in mind when they search. Relevant categories will help them find you in local search.

    • Instead of just “clothing” “hardware” “flowers”, try adding a seasonal keyword like “gift” “holiday” or “decorations” to return in more results.

  • Updated Hours

    • Chances are you’ve changed your hours for the busy season. Make them easy for your customers to find.

    • Update your hours across everywhere customer might be looking – local listings, social media profiles and even your website.

    • Just remember to change them back after the season is over!

  • Holiday Ads and Messages

    • Show your customers you’re as prepared for the holiday as they are. If you have new products, limited-time sales, or other holiday messages share them where your customers are looking, like in local search.

    • Yext subscribers can update their Featured Messages and change them throughout the season to continue to attract new customers.

  • Product Availability

    • The best way to get a customer to your door is to let them know what’s in your store. Whether it’s the must-have toy or the latest tech tool, your products distinguish you from the competition.

    • Share up-to-date product availability for each individual location or circulars that show your customer what to expect, like with Yext Content Lists.

Your customers are already out there researching businesses like yours. Make it easier for them to find you online and off this holiday season.

 

Yext and Go

The engineering team at Yext is working with a new and exciting programming language called Go. We last hosted the Go community at the Yext HQ when one of the senior members of our engineering team, Rob Figueiredo (AKA RobFig), presented on a framework he created. On October 21st, we opened our doors once again to engineers interested in Go.

This time, we invited the Go Language Meetup Group to come by our offices with their computers for a casual hack night.

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We had a great turnout of engineers with a great variety of projects to work on.
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The attendees worked on Macs, PCs and one hacker even brought his own Raspberry Pi.
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It was a great night of coding, exploring new technology and socializing. In addition to dinner and beer, we also played some ping pong.

This will certainly not be the last Go language event we host at Yext!

 

The Yext Quarterly: Local & Mobile

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Mobile and local and inherently linked. Mobile allows us to step away from our computers and experience the world around us through technology. By 2020 there will be 50 billion ‘connected things’, so local is only becoming more important for marketers – and that’s why we chose to focus on local and mobile for this issue of the Yext Quarterly.

We’ve already discussed the state of location, social in previous issues. For this issue we again worked with Greg Sterling and Andrew Shotland to bring you some useful articles, insights, and original research about local and mobile, including:

  • How to do mobile keyword research
  • Demand for wearables
  • The trend of going to mobile first for local information
  • An infographic about growth of mobile local services over the past year

Take a look, read it through and let us know what you think at YQ@yext.com. We hope it’s a useful resource for you and your teams as you think about local and mobile.

Download the full issue of the Yext Quarterly: Local & Mobile here

 

Marketing in a Connected Local World

There’s a lot of conversation about how technology is changing the way we live our lives. Well, by 2020 there will be 8 billion people in the world, with 50 billion ‘connected things’ accessing hundreds of connected services.

It turns out that technology doesn’t make the world and people more distant, but it makes the world smaller and people more local. And in that, there’s an opportunity for marketers to get their geodata and content into the cloud to add local context to their ads. Local context helps people live their local lives and helps customers get to your front door.

Head to AdAge today to check out Yext CEO Howard Lerman’s post with tips for marketers in a connected local world.

ICBM Build System Launch Celebration

The Yext engineering team celebrated their first substantial contribution to the open source community with a talk and open house.  You can read more about the build system Ilia’s Crazy Build Machine in our more technical blog post.

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We had over 90 RSVPs for the event, and a great turnout of software engineers, systems engineers and build engineers.

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Austin Chu thanked Ilia Mirkin for his work in designing the build system, and then gave a technical overview of ICBM.

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Austin provided insight into why the Yext team build ICBM, how it’s used at Yext and how it can be used to build Java web applications.

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After the talk, Yext provided dinner and office tours. Attendees had the opportunity to talk with Austin, Ilia and many others from the Yext team.

As a follow up, some attendees tried out ICBM on its GitHub page. And the discussion was kicked off in our Google Group.

The Yext engineers look forward to continuing to support ICBM. This is just the start of the Yext in the open source community.

Recent Yext Events

The fall is a busy time for us at Yext. We’re traveling all around the country learning from great thinkers, speaking at events, and meeting you. Here’s a look at what we’ve been up to and where you can find us in the coming months.

SES San Francisco

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Last week we attended SES in San Francisco. Our CEO, Howard Lerman, spoke about the 5 Layers of Local Search, on the Local Search Wars.

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And our EVP Partnerships, Christian Ward, showed the attendees what really happens during normal compilation, and how there’s nothing ‘normal’ about it.

SMB Digital Marketing Conference

Meanwhile Daphne Earp, Director of Business Development, headed to Austin, TX to speak on a panel moderated by Jed Williams of BIA/Kelsey about how SMBs can leverage content in their marketing, and about concerns about automation and authenticity.

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Upcoming Events

These are just the beginning. We’ll be traveling all over the country and would love to meet you. See you in Chicago, Phoenix, Atlanta, New Orleans, San Francisco, Deer Valley, and of course, NYC.