The Yext Blog http://www.yext.com/blog Integrated GeoMarketing Cloud Tue, 31 May 2016 17:25:53 +0000 en-US hourly 1 Yext Redbutton 1.3 Yext and ICE Portal Partner to Extend Distribution for Hotel Brands http://www.yext.com/blog/2016/05/yext-ice-portal-partner-extend-distribution-hotel-brands/ http://www.yext.com/blog/2016/05/yext-ice-portal-partner-extend-distribution-hotel-brands/#comments Tue, 31 May 2016 17:22:21 +0000 http://www.yext.com/blog/?p=5274 Yext has announced a partnership with ICE Portal, a visual content curator and distributor for hospitality brands. This partnership will allow hospitality suppliers within ICE Portal's network to access Yext's platform and significantly expand the distribution of their enhanced content across the PowerListings Network to improve brand awareness and increase hotel bookings.

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Visual content curator and distributor, ICE Portal, has announced a partnership with Yext. This partnership will allow hospitality suppliers within ICE Portal’s network to access Yext’s platform and significantly expand their distribution across Yext’s PowerListings® Network.

Yext’s Location Management Platform enables businesses of all sizes to easily manage their location information, including name, address, and phone, as well as enhanced content, such as photos, videos, and special offers. Yext’s technology lets businesses update this information in real-time across their websites, mobile apps, internal systems and the PowerListings Network of maps, apps, search engines, directories including Google, Apple, Facebook, Bing and Yahoo, to drive more brand awareness and brick-and-mortar foot traffic, and increase sales.

ICE Portal offers a cloud-based visual content management system where hotels and resorts can organize, optimize, and distribute high-resolution photos, videos, and 360 virtual tours.  Forty-five thousand hotels and resorts use Ice Portal’s CMS to deliver their visual content to travelers through thousands of distribution channels – OTAs, GDSs, Search and Social sites.

ICE’s supplier photos and associated metadata along with Yext’s extended publisher network make this integration valuable for clients using both services. ICE Portal will deliver the hotels’ visual content via an automated connection that updates weekly. New clients are able to be set up quickly and easily. “We are excited to help our clients get more visibility to more channels, including the local search providers that are tied in with Yext. This provides a lot of value to the traveling consumers,” stated Henry Woodman, President of ICE Portal.

This partnership will help clients significantly improve brand awareness, as local search activity has increased rapidly over the last decade due to the rise of mobile. According to Google, four out of five consumers conduct local searches online to find business information such as store hours, address, directions, and product availability. The Google study also showed that consumers are using multiple platforms and devices to find this local business information, with 88% of consumers using their smartphones to conduct local searches, and 84% claiming to do so on desktop. This consumer behavior emphasizes the importance of the location data management capabilities that Yext’s platform offers, which ensures that brands’ location information is always accurate and complete wherever consumers are searching.

“Mobile-empowered consumers are constantly searching for information about their local environment, and rich content, such as photos and videos, have been proven to vastly improve customer engagement,” notes Jeffrey K. Rohrs, Yext’s Chief Marketing Officer. “This partnership will help businesses leverage the power of rich content and comprehensive network reach to ensure they are optimizing their local digital presence and driving more sales.”

Indeed, research from Yext’s 2015 Comparative Listings Study showed that listings with rich content (like photos, videos and descriptions) received 45%-61% more views. Profile views were lifted 1.61x if the business utilized the photo gallery feature and 1.59x if they uploaded videos. The results of this enhanced user experience clearly show the value of this integration.

Not only does this partnership open doors for hotels and resorts to extend their distribution, it allows for other travel suppliers like dining, attractions and shopping to showcase their visuals. Other businesses using Yext’s platform will now be able to take advantage of ICE Portal’s visual content management system and optimize their listings with images.

For more information, you can visit ICE Portal’s website at web.iceportal.com.

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Yext CMO Jeff Rohrs at Cleveland Clinic Patient Experience Summit: Solving Healthcare’s Location Data Crisis http://www.yext.com/blog/2016/05/yext-cmo-jeff-rohrs-cleveland-clinic-patient-experience-summit-solving-healthcares-location-data-crisis/ http://www.yext.com/blog/2016/05/yext-cmo-jeff-rohrs-cleveland-clinic-patient-experience-summit-solving-healthcares-location-data-crisis/#comments Fri, 27 May 2016 17:45:31 +0000 http://www.yext.com/blog/?p=5265 Earlier this month, Yext CMO Jeff Rohrs took the stage at the Cleveland Clinic's Patient Experience Summit to discuss the current location data crisis in the healthcare industry. His presentation examined the evolution of patients' search behavior brought on by the rise of mobile, why location data must be managed by providers, and what steps can be taken to ensure patients always receive accurate facility and physician information when and where they need it.

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Earlier this month, Yext CMO Jeff Rohrs took the stage at the Cleveland Clinic’s Patient Experience Summit to discuss the current location data crisis in the healthcare industry. His presentation, “Empathy for the Mobile Patient: Solving Healthcare’s Location Data Crisis,” examined the evolution of patients’ search behavior brought on by the rise of mobile, why location data must be managed by providers, and what steps can be taken to ensure patients always receive accurate facility and physician information when and where they need it.

Jeff at Cleveland Clinic

For patients searching for emergency medical care, accurate location information about healthcare facilities and physicians can mean the difference between life and death. The reality of this situation is clear when you hear stories like that of cardiologist Dr. Mustafa Ahmed, who experienced firsthand the serious dangers of bad location data.

According to a posting by Dr. Ahmed on the Google My Business forum, three critical care patient referrals sought his address online. Instead of being routed to his office in Birmingham, Alabama, these patients received information for another cardiologist–also named Dr. Mustafa Ahmed–in Gainesville, Florida. Two of the patients drove the 450-plus miles to Florida and one flew there, only to discover upon arrival the mistaken identity caused by bad location data found during their Google searches.

Fortunately, each of these patients was able to get to their Dr. Ahmed in Birmingham in time. Unfortunately, however, location data errors like Dr. Ahmed’s are all too common for the healthcare industry. A recent Yext analysis of over 1,800 physicians and healthcare facilities (across over 15,000 online listings) found these troubling statistics:

  • 68% of listings had a name-related error
  • 29% of healthcare facilities lacked accurate phone numbers
  • 48% of facilities’ listings contained basic address errors that misdirected patients
  • 32% lacked an online, local listing – that’s 3.6x greater than the unlisted average (8.68%) of other types of businesses!

Mobile-empowered patients are using smartphones to find for medical care information on a wide variety of different search engines, directories, apps, websites, and social media platforms, it has become increasingly imperative that healthcare providers invest in comprehensive location management technology.

For more information on the healthcare location data crisis, and how Yext can help your organization address this problem today, download Yext’s free white paper: Healthcare’s Location Data Crisis: Improving the Mobile Patient’s Journey.

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Industry Veteran, Skip Schipper, Joins Yext as Chief People Officer http://www.yext.com/blog/2016/05/industry-veteran-brian-skip-schipper-joins-yext-chief-people-officer/ http://www.yext.com/blog/2016/05/industry-veteran-brian-skip-schipper-joins-yext-chief-people-officer/#comments Mon, 23 May 2016 20:05:31 +0000 http://www.yext.com/blog/?p=5253 Yext today announced the addition of Brian "Skip" Schipper to its executive team. Schipper will serve as Chief People Officer, leading global human resources and recruiting. Schipper brings over 30 years of human resources experience to the company. Prior to Yext, he led global human resources at tech giants such as Twitter, Groupon, and Cisco.

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Yext today announced the addition of Brian “Skip” Schipper to its executive team. Schipper will serve as Chief People Officer, leading global human resources and recruiting.

Schipper brings over 30 years of human resources experience to Yext. He joins Yext from Twitter, where he led global Human Resources. At Twitter, Schipper oversaw strategic people initiatives that helped the company debut in the top 25 on Fortune’s 2015 list of the 100 Best Companies to Work For. Prior to his work at Twitter, he was Chief HR Officer at Groupon, which became recognized for its inclusion and diversity practices during his tenure. Skip previously led human resources at Cisco, which was a top 10 ‘best company’ in every market that measured employee satisfaction (including reaching no. 6 on Fortune’s Best Companies).  He has held senior HR positions at Microsoft, DoubleClick, PepsiCo, and Compaq; he started his HR career at Harris Corporation.

“We are passionate about being an amazing place to work,” said Howard Lerman, Yext Co-Founder & CEO. “Love for your customers starts with love for your co-workers. Skip will help us multiply the special atmosphere we’ve got with our 500 people today to much greater numbers across the world.”

Schipper’s arrival follows a year of rapid growth for Yext, during which the company took in $88.8 million in revenue and experienced 38% employee growth. Other recent additions to Yext leadership include CFO Steve Cakebread (Salesforce; Pandora), CMO Jeffrey K. Rohrs (ExactTarget), EVP of Strategy Marc Ferrentino (Nomi; Salesforce), and EVP of Partner & SMB Jonathan Cherins (TravelClick).

“I’m very happy to be joining Yext’s powerhouse executive team,” said Schipper. “Yext is at a critical point in its growth, becoming a leading global brand. I’m excited to have the opportunity to contribute to attracting and cultivating the tremendous talent and uncapped potential for which Yext has become known.”

Schipper holds an MBA from Michigan State University and a B.A. from Hope College. Schipper also serves on the Board of Directors for both Verified Person, Inc. and DHI Group, Inc. (NYSE: DHX)

Click here to read the full press release.

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Grow Your Business With Our Free Location Scan App http://www.yext.com/blog/2016/05/grow-business-free-location-scan-app/ http://www.yext.com/blog/2016/05/grow-business-free-location-scan-app/#comments Tue, 17 May 2016 15:56:35 +0000 http://www.yext.com/blog/?p=5241 Today, we are incredibly excited to bring you a new, free tool designed to help you grow your business and quickly demonstrate the value of clean location data to your clients: the Location Scan app.

The free Location Scan app is available to professional marketers everywhere (no Yext account necessary) and enables you to put our PowerListings scan technology, which has been used more than 8,700,000 times, right in your pocket, so you can grow your business on the go.

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Location search on mobile phones is at an all time high — and as a professional marketer, you work hard to make sure your clients succeed amid constant change. Today, we are incredibly excited to bring you a new, free tool designed to help you grow your business and quickly demonstrate the value of clean location data to your clients: the Location Scan app.

The free Location Scan app is available to professional marketers everywhere (no Yext account necessary) and enables you to put our PowerListings® scan technology, which has been used more than 8,700,000 times, right in your pocket, so you can grow your business on the go. You’ll scan local business listings from across our full PowerListings Network (including Google, Yahoo!, Bing, Facebook, Foursquare and more), and help your clients to clearly identify errors and inconsistencies in their location data.

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Here’s how it works:

1. Scan Nearby Locations - Start by finding a nearby business, or enter a client’s location data, to scan their local listings.

iPhone Scan 3

2. View Listings Stats and Details – Right away, see how that location appears on Google, Facebook, Yelp, and 60+ maps, search engines, and directories.

iPhone Scan Results 2

3. Share Location Scan Results - Show your clients what needs fixing. Share scan results via email, text, or social media.

iPhone Scan DETAIls 2

4. Partner with Yext - Become a Yext Certified Partner (if you’re not already, that is) then head into the Yext platform and put our patented Match & Lock technology to work for you — solving those issues that the scan has uncovered.

iPhone Yext Partners 2

We designed the Location Scan App so professional marketers like you can bring your clients’ location data problems to life, no matter where you are. The app is yours to use — Yext will not contact the businesses you scan. We’ll continue to enhance this app over the coming months. So check in with us here for more information.

Download the Location Scan App from the App Store today — or Google Play for Android versions 4.0.3 and higher — and start scanning away!

Love,

Yext

App Store

Google Play

 

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New White Paper: Healthcare’s Location Data Crisis and Improving the Mobile Patient’s Journey http://www.yext.com/blog/2016/05/new-white-paper-healthcare-location-data-crisis-improving-mobile-patients-journey/ http://www.yext.com/blog/2016/05/new-white-paper-healthcare-location-data-crisis-improving-mobile-patients-journey/#comments Tue, 10 May 2016 20:49:10 +0000 http://www.yext.com/blog/?p=5166 Today Yext released a new whitepaper, "Healthcare's Location Data Crisis: Improving the Mobile Patient's Journey," to help healthcare organizations better understand the state of their industry's mobile search ecosystem, and why efficient location data management is more critical than ever.

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When it comes to location data, recent Yext research shows that the healthcare industry has a crisis on its hands. Why? An analysis of over 1,800 physicians and healthcare facilities (across over 15,000 online listings) found these troubling statistics:

  • 68% of listings had a name-related error
  • 29% of healthcare facilities lacked accurate phone numbers
  • 48% of facilities’ listings contained basic address errors that misdirected patients
  • 32% lacked an online, local listing – that’s 3.6x greater than the unlisted average (8.68%) of other businesses!

This is made even more serious when you consider that in the healthcare industry, there is no room for error. Minutes can mean the difference between life and death, yet nearly a third of all facilities and practitioners lack any local listings, and close to half of the healthcare listings that do exist have significant inaccuracies.

While the healthcare industry in general has a long way to go in correcting these issues, many healthcare providers have begun to recognize the critical importance of location data management, and are making major investments in comprehensive technology solutions. One such provider is Steward Health, the second largest healthcare system in New England, which uses Yext’s platform to ensure accurate, up-to-date, and complete location data in order to improve the patient experience and limit the risk of inaccurate or missing information in a patient’s moment of need.

“It’s imperative that we get our facility and physician data right everywhere,” said Brian Carty, Steward Health Care CMO. “Mobile patients often engage with us through search first, and they need to find us easily, no matter what device they are using. Steward Health Care prides itself on attracting top physicians, and by ensuring their listings are accurate across all channels, we help them provide our patients with the best possible care.”

Today Yext released a new whitepaper, “Healthcare’s Location Data Crisis: Improving the Mobile Patient’s Journey,” to help healthcare organizations better understand the state of their industry’s mobile search ecosystem, and why efficient location data management is more critical than ever.

The whitepaper details everything your organization needs to know to address the crisis head-on, including:

  • How the evolving patient journey necessitates the provision of accurate location data
  • What constitutes location data
  • How your organization can turn its location data crisis into opportunity to improve the patient experience and physician relations
  • Yext for Healthcare, our recent industry-specific enhancements to our platform that help health systems of all sizes solve their location data challenges both inside their organizations and across patient-facing websites, apps, maps, and search engines.

Click here to download the whitepaper today!

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Yext Founders Give Back to Thomas Jefferson High School to Support STEM Education http://www.yext.com/blog/2016/05/yext-founders-give-back-thomas-jefferson-high-school-support-stem-education/ http://www.yext.com/blog/2016/05/yext-founders-give-back-thomas-jefferson-high-school-support-stem-education/#comments Tue, 10 May 2016 15:11:51 +0000 http://www.yext.com/blog/?p=5172 Today, Yext announced a donation to the Thomas Jefferson High School for Science and Technology to support students pursuing a STEM education. Yext’s gift will be used to support the school's "Yext Computer Systems Lab," where senior students can conduct independent study in computer systems and software.

This donation has particular meaning for several founding members of Yext, including Howard Lerman, CEO, Tom DIxon, COO, Sean MacIsaac, CTO, and Alok Bhushan, EVP of Finance, as they met for the first time as students at TJ high school. They are proud to give back to the school they credit for their early passion for technology, and ultimate success as entrepreneurs in the tech industry.

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tjhsst_black (1)Today, Yext announced a donation to the Thomas Jefferson High School for Science and Technology in Fairfax County, Virginia. The school (referred to as “TJ” by those in the community) has a renowned STEM-focused education program, and has consistently been ranked the #1 high school in the country. Yext’s gift will be used to support the school’s “Yext Computer Systems Lab,” where senior students can conduct independent study in computer systems and software. The donation will allow the school to obtain specialized research equipment for the lab and support other unique student learning opportunities. TJ’s Research Labs boast university-caliber research equipment and resources, and are one of its major differentiators solidifying its status as a top STEM institution.

This donation is particularly special as TJ is both my alma mater and the school where I met my founding Yext members Brent Metz, Tom Dixon (COO), Sean MacIsaac (CTO), Alok Bhushan (EVP of Finance), and Kevin Caffrey (Principal Engineer). I know I speak for all of us when I say that we are where we are today because of the STEM education, opportunities, and experiences that TJ provided for us at a young age. It was at TJ where Tom, Sean, Alok and I found others who were passionate about computers, the Internet, and learned to always question the status quo and never be afraid to push boundaries, which has been instrumental in our entrepreneurial success.

Howard and Brent Metz TJ Vintage

While at TJ, Howard Lerman commissioned Brent Metz (Yext co-founder and fellow TJ student) to build his first website for $100. Here he is giving Brent his first dollar.

Supporting STEM education in the United States is critical, as jobs in STEM are essential to innovation and our economic progress. Though opportunities in STEM-related jobs are increasing at an unprecedented rate, the amount of students graduating with STEM degrees remains stagnant. We’ve got to get students excited about science, technology, engineering, and math while they’re young — encouraging them to pursue STEM further in their education, and eventually in their careers. STEM programs can be costly, and donating resources is one of the most effective way to ensure that US students in the STEM studies receive the best education possible, setting them on the path for career success.

We’re proud to donate the new Yext Computer Systems Lab that will inspire the next generation of brilliant minds and show TJ students that with a STEM education, anything is possible.

Onward,

Howard


Yext Computer Systems Lab “Unveiling” 

On Wednesday, May 4th, Howard, Tom, Sean, Alok, and Kevin visited the TJ campus for the official “Yext Computer Systems Lab” unveiling event, complete with ribbon cutting, and spent the afternoon networking with students and faculty members involved in the Yext Computer Systems Lab.

Yext Founders and TJ Students

TJ Ribbon Cutting

In addition to the monetary investment, the Yext executive team members frequently donate their time for special school initiatives and programs, including serving as mentors at the annual HackTJ and tjSTAR events. Yext also holds a special event each year for TJ students at the company’s headquarters in New York City.

You can visit TJ’s website to learn more about Thomas Jefferson High School’s Partnership Fund, and how you can donate today!

Click here to read the full press release.

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May 2016 Google My Business API Update: Everything You Need to Know http://www.yext.com/blog/2016/05/may-2016-google-business-api-update-everything-need-know/ http://www.yext.com/blog/2016/05/may-2016-google-business-api-update-everything-need-know/#comments Thu, 05 May 2016 22:03:06 +0000 http://www.yext.com/blog/?p=5139 Today, Google released a significant update to the Google My Business API, which fuels Yext's PowerListings integration. With this update, Google is providing businesses more control over their location data and has added automation to a few steps in the process of managing a Google My Business account. Here's everything you need to know.

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Today, Google released a significant update to the Google My Business API, which fuels Yext’s PowerListings integration. With this update, Google is providing businesses more control over their location data and has added automation to a few steps in the process of managing a Google My Business account. Here’s everything you need to know.

  • New Location Attributes: Google understands your business can’t be defined simply by its address or hours of operation. So now, it’s enabling you to get specific with the details you provide for your Google listings, in order to serve searching customers with more nuanced results. Restaurants can note that they accept reservations, for example, or that they offer gluten free options. Hotels can specify if they welcome dogs, grocery stores can highlight the organic products they offer — the possibilities go on.

- Right now, you can only select these new keywords via the Google My Business API — so you won’t find these options on the Google My Business dashboard yet, if you are updating your listings manually.

- Google will soon display these new keywords across Search, Maps, Ads, Google+, and more. Select these new keywords via the API now to ensure your business stands out the moment they appear across Google’s properties!

  • Robust Reviews: Reviews can make or break your business, and your customers are talking about you online constantly. With this latest release, you’ll be able to see all of your Google reviews via the API, instead of just the five ‘Most Helpful.’ You will also now be able to respond to those reviews via the API.
  • Photo Selection in Search Results: First impressions matter. If you control your Google+ Cover and Profile Photo via the Google My Business API, you’ll now be able to choose which image displays first in Google search results.
  • Automated Location Matching: If any of your locations in Google My Business are unverified, you can now match them to locations on Google Maps via the API. However, this does not automate Google’s full verification process. You will still need to log into the Google My Business UI in order to request verification once you’ve matched your locations.
  • Transfer Locations Between Accounts: If you own a number of locations on Google My Business, you can now organize them into different business accounts via the API — enabling franchisees and local representatives to manage only the appropriate accounts. You must have location ownership in order to leverage this capability.

Additional enhancements to the API include improved search filters, the ability to see whether a location requires reverification, and looser restrictions on photo URL structure.

This news comes right on the heels of our Publisher Suggestions announcement last week, which helps Yext customers address Google updates and accept or reject suggestions consumers make to their Google listings.

Yext customers, we’ve got you covered: support for these new capabilities will go live on May 23. Starting then, log in to Yext to choose your preferred Google+ photo order, select the new location attributes that are relevant to your business, and view all your Google reviews. Customers with the PowerListings Premium package will also be able to respond to Google reviews directly from Yext.

As Google continues to grant businesses more real-time control over their location data online, you can expect the PowerListings integration to become even more powerful. To learn more about how you can stay ahead of the competition and leverage the latest version of the Google My Business API, join our webinar on Thursday May 26th at 2pm ET.

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Wendi Sturgis Named Chair of Georgia Tech’s Advisory Board http://www.yext.com/blog/2016/05/wendi-sturgis-named-chair-georgia-techs-advisory-board/ http://www.yext.com/blog/2016/05/wendi-sturgis-named-chair-georgia-techs-advisory-board/#comments Wed, 04 May 2016 15:30:48 +0000 http://www.yext.com/blog/?p=5124 We’re proud to share today that Wendi Sturgis, Yext's Chief Customer Officer, has been named Chair of the Georgia Tech Advisory Board (GTAB). A Georgia Tech graduate with a B.S. degree in Industrial Management, Wendi is passionate about strengthening the school's engineering program and supporting younger generations, particularly women, in pursuing careers in tech.

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We’re proud to share today that Wendi Sturgis, Yext’s Chief Customer Officer, has been named Chair of the Georgia Tech Advisory Board (GTAB).  A Georgia Tech graduate with a B.S. degree in Industrial Management, Wendi is passionate about strengthening the school’s engineering program and supporting younger generations, particularly women, in pursuing careers in tech.

Wendi’s support of STEM education is a shared passion at Yext, as several of the founders and executives, including CEO Howard Lerman, COO Tom Dixon, CTO Sean MacIsaac, and EVP of Finance Alok Bhushan, met at Thomas Jefferson High School for Science and Technology in Northern Virginia, which was recently named one of the country’s top 5 high schools. Yext’s leadership places a huge importance on developing young minds in the tech space, as it hosts a number of recruiting events and informational sessions each year for high school students, and actively recruits a large number of college interns each summer to expose them as early as possible to the tech industry in New York City.

“I discovered my passion for technology while in the Co-Op program at Georgia Tech and it changed my path forever. I  am excited to work with the other board members to continue to strengthen Georgia Tech’s status as a leading educational institution in developing brilliant technological minds,” said Wendi. “We have an opportunity to show young people that STEM studies are exciting, rewarding, and can create incredible career opportunities. I look forward to supporting the Institute and President Peterson in the coming year.”

Click here to read the Georgia Tech Advisory Board’s official announcement.

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Introducing Publisher Suggestions http://www.yext.com/blog/2016/04/introducing-publisher-suggestions/ http://www.yext.com/blog/2016/04/introducing-publisher-suggestions/#comments Thu, 28 Apr 2016 16:04:41 +0000 http://www.yext.com/blog/?p=5117 We're always looking for ways to help you improve the information and content that appears online about your locations - from correcting inaccuracies in your data, which confuse customers, to powering real-time updates for enhanced content like photos and special offers. Today, we're introducing a new way to optimize your location data with Publisher Suggestions.

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We’re always looking for ways to help you improve the information and content that appears online about your locations — from correcting inaccuracies in your data, which confuse customers, to powering real-time updates for enhanced content like photos and special offers. Today, we’re introducing a new way to optimize your location data with Publisher Suggestions.

Publishers in the PowerListings Network — like Google, Apple, Facebook, and Bing — occasionally receive submissions from users with suggested data and content updates for specific locations. With Publisher Suggestions, you can now view those suggestions directly in the Yext dashboard, and choose whether or not to incorporate them across your listings.

“Our direct publisher integrations give you maximum control and mean your data and content is never overwritten,” said Jon Kennell, Yext VP Product. “Publisher Suggestions helps ensure that the information businesses store and share in Yext is the most accurate, up-to-date, and complete.”

Starting today, Yext customers using Google will see Publisher Suggestions for their Google listings in a new tab under PowerListings. Simply approve the suggestion to see it appear across all your listings. Or reject it. And rest assured that you’re always in full control of your location data.

Pub Suggestions Screenshot

Yext Partner, Scott Robbins, Owner of WSI Design & Digital Marketing, has been using Publisher Suggestions to optimize his clients’ information and content.

“As a digital marketing company, it’s critical that our small business clients have consistent and complete online business listings,” said Robbins. “The Publisher Suggestions tool allows us to achieve this goal by ensuring the information and content we publish is fully optimized. The Yext interface makes this a flawless process.”

Yext Partners and Enterprise customers can turn on notifications in Account Settings to be alerted to each new Publisher Suggestion. Small business customers who use Google will receive alerts any time there is a new Publisher Suggestion, starting today.

To learn how Publisher Suggestions works, watch our walkthrough video. For more information about Publisher Suggestions or how to sync your Google listings with Yext, contact your account manager.

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Google’s Removal of Right Rail Ads: Navigating an Organic Ship in a Sea of Paid Advertising http://www.yext.com/blog/2016/04/googles-removal-right-rail-ads-navigating-organic-ship-sea-paid-advertising/ http://www.yext.com/blog/2016/04/googles-removal-right-rail-ads-navigating-organic-ship-sea-paid-advertising/#comments Thu, 21 Apr 2016 18:11:36 +0000 http://www.yext.com/blog/?p=5099 "Google began 2016 by firing a proverbial shot across the bow of the desktop SEO ship. But never fear, the organic search ship is not sunk yet. It may need a few repairs and enhancements, but it’s still a sea-worthy vessel."

iProspect's Head of Owned Media, Steve Beatty, gives his perspective on how Google's removal of right rail paid search ads on desktop browsers is impacting millions in the local search community, including advertisers, agencies, experts, and SEOs alike.

The post Google’s Removal of Right Rail Ads: Navigating an Organic Ship in a Sea of Paid Advertising appeared first on The Yext Blog.

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 people in bokeh, street of LondonGoogle threw the search industry a curveball in March when it announced it was removing right rail, paid search ads on desktop browsers, a move that has already had a great ripple effect on the local search community, impacting millions of advertisers, agencies, experts, and SEOs alike.

Today we’re featuring agency expert Steve Beatty, iProspect’s Head of Owned Media, who contributed his unique perspective (below) on the industry impact for our recent whitepaper, Goodbye Right Rail: What Google Paid Search Changes Mean for Local Marketers.


Steve Beatty Blog Cropped

Steve Beatty, iProspect

Google began 2016 by firing a proverbial shot across the bow of the desktop SEO ship. But never fear, the organic search ship is not sunk yet. It may need a few repairs and enhancements, but it’s still a sea-worthy vessel.

For a long time, the crew of the SEO ship has had clear visibility that made it easy for them to navigate into port and deliver their cargo to the customers waiting for them there. Google’s recent changes have obscured the path, making it more challenging for brands to find their way to end customers. But “mobile” and “local” serve as beacons that can help you reach the port so your customers can find you.

What’s Changed?

As the Search results below illustrate, the recent four-pack ad listings from Google (previously limited to only two to three Paid Ads), pushes desktop organic further and further down the page.

2016-04-19In the 2015 search result example, organic search results were able to at least maintain a place above the fold, just below the paid ads. In the 2016 example, the organic result has been pushed below the fold, however local results are still visible via the map that is positioned directly following the paid results.

Paid dominates above fold and local is the next result with Organic no longer visible.

iProspect Data Insights

In a recent analysis of 100 clients, the iProspect team saw an 8 percent drop in organic branded queries after the launch of this Google update. And, in some key categories such as travel, we saw a drop as high as 11 percent in non-branded queries. The graph below shows the overall trend iProspect has seen thus far following the launch of the four-pack ad.

All Is Not Lost

NavOrganic 2 Call OutsDespite these declines in performance, all is not lost for organic search in the sea of ads. As the 2016 search results example shows, e-commerce brands like Osh-Kosh that have implemented strategies and technology to support local listings, data aggregation, and relevant local landing pages, have ensured themselves a relevant local seat at the table. Clearly, for a massive volume keyword like “baby clothes” (90,000 monthly searches), paid sits atop the results, however local results still inhabit an important piece of SERP real estate. This demonstrates the importance Google places on the intent of the user for searching a keyword without a location (buy online or go to a store).

E-commerce brands that have physical locations but have not yet created strong local strategies and ensured that relevant data is used to deliver the best local experience (name, address, phone), data aggregation, and local content, have work to do.

Final Thoughts

E-Marketer predicts there will be 141 billion mobile local searches [JW2] by 2019, brands should have this as an essential go to market strategy. As we become an even more mobile-centric society, a local search strategy should be a key part of any e-commerce business whether it has real world locations or not.

Local content should be developed to support local users engaging with your business and local infrastructure should be in place to support digital presence and scale. If brands fail to recognize these needs, they risk getting lost in a sea of paid ads and never finding their customers.

NavOrganic_graph

Download the full white paper today to read more industry expert opinions on Google’s recent developments, the impact these developments are having on the local search community, and how you can optimize your digital presence to make sure your business always appears at the top of search results.

The post Google’s Removal of Right Rail Ads: Navigating an Organic Ship in a Sea of Paid Advertising appeared first on The Yext Blog.

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