The Yext Blog http://www.yext.com/blog Integrated GeoMarketing Cloud Tue, 30 Jun 2015 14:04:07 +0000 en-US hourly 1 Yext Redbutton 1.3 Yext Names Jeffrey K. Rohrs as Chief Marketing Officer http://www.yext.com/blog/2015/06/yext-names-jeffrey-k-rohrs-chief-marketing-officer/ http://www.yext.com/blog/2015/06/yext-names-jeffrey-k-rohrs-chief-marketing-officer/#comments Tue, 30 Jun 2015 14:04:07 +0000 http://www.yext.com/blog/?p=4099 Yext announced today the addition of Salesforce and ExactTarget veteran Jeffrey K. Rohrs as its Chief Marketing Officer (CMO).

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JeffRohrs_BlogPostYext, the global Digital Presence Management (DPM) leader, announced today the addition of Jeffrey K. Rohrs as its Chief Marketing Officer (CMO). Rohrs will spearhead Yext’s global brand strategy, field marketing expansion, and demand generation initiatives as the company looks to build upon the success of its PowerListings™ suite of products and services.

“Jeff’s energy, experience, and digital marketing expertise are an exciting addition to our team,” said Yext Co-Founder and CEO Howard Lerman. “His passion for connecting businesses and consumers in mutually beneficial ways will not only help propel our growth worldwide but also help shape our future.”

Most recently, Rohrs served as vice president of marketing insights for Salesforce, having joined as part of the $2.5 billion acquisition of ExactTarget in 2013. During his tenure at ExactTarget, Rohrs helped the company transform from a specialized email marketing solution into a global, publicly-traded, omnichannel marketing cloud platform. A passionate content marketing advocate, Rohrs created ExactTarget’s award-winning SUBSCRIBERS, FANS & FOLLOWERS Research Series, helped build the Connections user conference into the industry’s largest, and authored AUDIENCE: Marketing in the Age of Subscribers, Fans & Followers (Wiley) which has received enthusiastic reviews from marketers and executives alike.

“I simply could not be more excited to join the Yext team,” Rohrs stated. “The company’s focus on optimizing the moments that matter between brick and mortar stores and mobile consumers has already yielded a product suite that delivers unparalleled ROI. Walking the halls at Yext, the spirit of innovation is palpable. It is an honor to join this team, and I can’t wait to help build global awareness for a company so committed to customer success.”

You can read the full press release here.

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Dupes and Dopps: How Bad Data is Killing Your Business http://www.yext.com/blog/2015/06/dupes-dopps-bad-data-killing-business/ http://www.yext.com/blog/2015/06/dupes-dopps-bad-data-killing-business/#comments Thu, 25 Jun 2015 15:23:29 +0000 http://www.yext.com/blog/?p=4089 Yext’s EVP of Partnerships, Christian Ward, and Director of Marketing, Liz Walton, recently hosted a webinar titled, “Dupes and Dopps: How Bad Data is Killing Your Business.” The topic of the webinar was duplicate listings (or as we call them, doppelgängers).

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Yext’s EVP of Partnerships, Christian Ward, and Director of Marketing, Liz Walton, recently hosted a webinar titled, “Dupes and Dopps: How Bad Data is Killing Your Business.” The topic of the webinar was duplicate listings (or as we call them, doppelgängers).

Dupes or Dopps?

A duplicate listing is somewhat of a misnomer because they are actually produced by slight variations in business listing information and not because they are two instances of identical data.

Doppelgänger, on the other hand, in German literally means “double goer” and it’s commonly used to refer to an “evil twin” –– the perfect description for a duplicate listing.

Jokes aside, duplicate listings are a serious problem for businesses. They create uncertainty and confusion in the mind of the consumer that can negatively affect their customer experience or even lead them to choose another businesses entirely. That same uncertainty in a search algorithm has a negative impact on SEO.

The problem is bad. A Yext survey of 2,719 locations found a total of 40,607 duplicate listings, or an average of 14.93 per location.

What causes Dopps?

Duplicate listings are caused by any number of issues, which is one of the reasons that they are so difficult to get rid of.

Data aggregators and directories create their data sets through a two-phase process:

  1. Compilation: scraping information from government records, submitted listings, other directories, and any number of other sources.

  1. Conflation: sorting this data to create one listing based on the “best guess” about which combination is correct.

At any point during compilation, bad data can enter this process from misinformation, old data, or human error, and start a cascade that results in the creation of a duplicate. Similarly, an error in conflation, whether it’s the result of a poor matching process, human error (again), or bad database architecture, will also produce a duplicate.

What can I do about it?

There are three ways that people deal (or attempt to deal) with duplicates:

  • The Mythical: There has been a myth perpetuated by the industry that you can solve duplicates by eliminating them at the source. Unfortunately, this is no one source — only a web of tangled, interconnected sources.

  • The Manual: Duplicates can be addressed one by one by contacting individual publishers and submitting requests for each duplicate. While possible, this is a never ending and totally inefficient process.

  • The Practical: Yext developed Duplicate Suppression, which leverages Yext’s proprietary API integrations with publishers to quickly detect and suppress duplicates with the click of a button. The technology works by sending a signal to publishers to suppress listings, and keep them suppressed.

Watch the full webinar below to see a live demo of Duplicate Suppression in action and learn more about duplicate listings, why they exist, whether you have them, and how to get rid of them. Contact your account manager or salesperson to get Yext Duplicate Suppression today.

Dupes and Dopps Webinar 6.18.15 from Yext on Vimeo.

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How to Speak Search Engine http://www.yext.com/blog/2015/06/speak-search-engine/ http://www.yext.com/blog/2015/06/speak-search-engine/#comments Thu, 18 Jun 2015 18:22:52 +0000 http://www.yext.com/blog/?p=4081 Location pages continue to gain importance in Local Search Ranking Factors, as search algorithms prioritize the most authoritative sources of a business’ location information (the business itself). To maximize success, location pages need correct info, clean interfaces, clear calls to action, and compelling visuals. But what the user doesn’t see is equally important. Structured data […]

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Location pages continue to gain importance in Local Search Ranking Factors, as search algorithms prioritize the most authoritative sources of a business’ location information (the business itself).

To maximize success, location pages need correct info, clean interfaces, clear calls to action, and compelling visuals. But what the user doesn’t see is equally important.

Structured data markup, which is written into the source code of the page itself, is invisible to the user but allows search engines and web crawlers to determine the semantic meaning (context) of the important content on each location page. With this context, search engines and crawlers know more accurately when a user is searching for this information and the exact information to display –– e.g. the business hours, or the location of a particular store in maps.

It also allows search engines to display rich content directly in the Search Engine Results Page (SERP). In the below image, the “rich snippet” is the event information listed below the description. Rich content provides consumers the information that they need more quickly and makes them more likely to convert.

How to Speak Search Engine

Better context for what the information on a page represents is better for users, better for businesses, and better for search engines. To this end, Google, Yahoo, and Bing collaborated to create a common vocabulary, called Schema.org, for websites to use to describe their data.

Schema.org can be used for everything from books and movies, to people, and places, but for businesses looking to improve their local digital presence, the most useful schema types are: name, address, phone (NAP), reviews, events, products, and offers.

Download our newest whitepaper “How to Speak Search Engine” to learn more about Schema.org and how to implement it to boost the SEO of your locations pages today.

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Yext Expands Partnership with Yellow Pages Turkey http://www.yext.com/blog/2015/06/yext-expands-partnership-yellow-pages-turkey/ http://www.yext.com/blog/2015/06/yext-expands-partnership-yellow-pages-turkey/#comments Tue, 16 Jun 2015 15:35:18 +0000 http://www.yext.com/blog/?p=4072 Yext and DataWorks, publisher of Turkey’s largest online business directory Yellow Pages Turkey, announced they have expanded their partnership, enabling DataWorks to leverage Yext’s technology to help Turkish enterprises and SMBs enhance their digital presence to reach new customers and increase sales. Yext and Yellow Pages Turkey announced the initial partnership last year, which introduced […]

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YPT Logo smallYext and DataWorks, publisher of Turkey’s largest online business directory Yellow Pages Turkey, announced they have expanded their partnership, enabling DataWorks to leverage Yext’s technology to help Turkish enterprises and SMBs enhance their digital presence to reach new customers and increase sales.

Yext and Yellow Pages Turkey announced the initial partnership last year, which introduced YellowPages.com.tr into Yext’s PowerListings Global network, the world’s first global listings network with more than 90 publishers worldwide. As a result, Yext’s international clients that have a presence in Turkey can manage their digital presence over the country’s most comprehensive business directory in real-time, improving their reach and engagement with local Turkish customers.

The new extension to the partnership enables Yellow Pages Turkey to leverage Yext’s software capabilities and comprehensive PowerListings Network for their own Turkish customers, a significant development for native Turkish businesses that want to optimize and enhance their digital presence both locally and internationally.

“We are proud and very excited to expand our partnership with Yext,” said Semin Ozmorali, CEO of DataWorks. “We have immediately begun an extensive localization initiative using Yext’s Digital Presence Management software to serve the Turkish market better. Yellow Pages Turkey was recently acquired by DataWorks with the mission of taking the organization, technology, and productivity to the next level, and our collaboration with Yext is an absolute execution of this mission. Our local experience combined with Yext’s goal of perfect location information in every hand will create a powerful product offering that uniquely meets our country’s growing demand for advanced digital marketing solutions.”

“Yellow Pages Turkey is the largest online business directory in Turkey, so to have them not only join our PowerListings Network but now reselling our technology to Turkish businesses speaks to the effectiveness of our product and the increasing recognition on a global scale of how essential digital presence is for business performance,” said Howard Lerman, Co-Founder and CEO, Yext. “We’re excited about our evolving partnership with DataWorks and look forward to continued success as we expand into Europe.”

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SmartProfile: Kara Alcamo, R2integrated http://www.yext.com/blog/2015/06/smartprofile-kara-alcamo-r2integrated/ http://www.yext.com/blog/2015/06/smartprofile-kara-alcamo-r2integrated/#comments Mon, 01 Jun 2015 17:08:24 +0000 http://www.yext.com/blog/?p=4053 Kara Alcamo, Director of Search at R2integrated, believes that local is about to become a standard part of digital marketing and that now is the time to develop your local strategy. She uses Yext to give her customers a complete view of their digital presence, which is now more essential than ever before. Hear more […]

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Kara Alcamo, Director of Search at R2integrated, believes that local is about to become a standard part of digital marketing and that now is the time to develop your local strategy. She uses Yext to give her customers a complete view of their digital presence, which is now more essential than ever before. Hear more from Kara:

Tell us a bit about yourself.

I’m the Director of Search Marketing at R2integrated. I co-manage our marketing department at our Baltimore headquarters and directly oversee paid search, organic search, and content marketing.

Tell us a bit about R2integrated — how did you start? What inspired you to strike out on your own? Who founded the business?

R2i actually started as two companies. Our co-founder Chris Chodnicki owned a technology firm primarily focused on open source web development called Bi4ce. The other co-founders David Taub and Matt Goddard owned a web design firm called Round 2 Communications. The two companies were constantly partnering together, and after jointly winning the business of TV Guide in 2004, the two companies merged to form R2integrated, known as r2i.

R2i is a technology-enabled integrated marketing experience agency and was founded with technology and digital roots. We recognized early on the importance of tying technology to online marketing efforts and believed that the engagement that comes when consumers use technology would be the future of marketing.

Today we’re headquartered in Baltimore, MD with offices in Seattle, Silicon Valley, and New York. And we recognize that marketing cloud technology is how enterprise brands are reaching customers across channels so we have continued to build a company that helps brands bridge marketing and technology to connect with their customers.

Every client has different needs, and we work together with them to identify how we can best partner with them.

How does Yext fit into your product/service offering? How does it help you do your job better?

Yext has been great for us within our search and social teams. As search and social have become tied even closer together, Yext’s integrated capabilities allow us to give our clients a more complete picture of their web presence, and to manage it appropriately. It allows us to provide better service at scale without losing efficiency.

What does Yext make it possible to do that you wouldn’t have time for otherwise?

Definitely the management of multiple listings across directories and the monitoring of those listings. When they came to us initially, many clients had to manually manage their listings, and gathering insights on reviews and other metrics was very time consuming. Now it’s all contained within the Yext platform and very easy to monitor, optimize, and measure.

On a scale of 1 to 10, how would you rate your satisfaction with Yext? Why?

9 – Only because I always think there’s room to improve.

Where do you see Local Search headed in the next 1 to 2 years?

I see local search as being in a position today similar to where mobile was a few years ago. Mobile started as a footnote to desktop, but quickly came to dominate digital. I see the current digital landscape becoming heavily personalized, and as it does, local will be a major component of that shift. I’d argue that you already have to have a local strategy in place to find true success, but as local search grows in importance, it will really become impossible to ignore.

What are the top 5 mobile apps you use on a day-to-day basis? Which is the most “fun” one?

Google Now is my favorite. Not because it’s the most useful, although it is a useful tool. As a professional in the digital space, I find the development of this app to be interesting and reflective of the overall trend towards a predictive, hyper-personalized experience.

I also like Facebook, Uber, and Mint. And finally, we are also lucky enough in Baltimore to have Amazon Prime Now, which is perhaps a blessing and a curse. It’s too easy to buy whatever you want!

 

Kara Headshot - cropped.jpgCheck out R2integrated’s website or follow Kara on twitter to learn more about what the company is doing in local search.

http://www.r2integrated.com/

@KaraAlcamo

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Yext Adds Ireland’s Leading Directory Site goldenpages.ie to PowerListings Global Network http://www.yext.com/blog/2015/05/yext-adds-irelands-leading-directory-site-goldenpages-ie-powerlistings-global-network/ http://www.yext.com/blog/2015/05/yext-adds-irelands-leading-directory-site-goldenpages-ie-powerlistings-global-network/#comments Tue, 12 May 2015 14:06:14 +0000 http://www.yext.com/blog/?p=4010 Today Yext announced the introduction of goldenpages.ie, Ireland’s leading directory site, to PowerListings Global, as well as the expansion of the network in 7 additional countries. Powered by FCR Media, goldenpages.ie is Ireland’s most prominent listing directory across three platforms – print, online, and mobile. The online platform receives over 1.1 million monthly visits, with […]

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Today Yext announced the introduction of goldenpages.ie, Ireland’s leading directory site, to PowerListings Global, as well as the expansion of the network in 7 additional countries.

Powered by FCR Media, goldenpages.ie is Ireland’s most prominent listing directory across three platforms – print, online, and mobile. The online platform receives over 1.1 million monthly visits, with 78% of the Irish population using goldenpages.ie on an annual basis.*  Yext’s integration of the popular site into its network gives Irish businesses a direct line to the local customers they want to reach.

The additional publisher expansions to the network include AirYell, Avantar, Branchenbuch Deutschland, credibility.com, iBegin, ShowMeLocal, White & Yellow Pages, and Voradius.

“Adding a hugely popular directory site like goldenpages.ie to Yext’s roster underscores our commitment to providing our customers with the strongest global digital presence management solution,” said Howard Lerman, Yext CEO and Co-Founder. “We’re excited to have made such significant progress in our international expansion and have no intentions of slowing down.”

“At FCR Media, we are committed to providing our advertisers with the best online solutions on the market to fulfill our mission of ‘Facilitating Commerce and Relationships.’ Becoming Yext’s exclusive Irish Partner under the SnapSync.ie brand allows us to further enhance the digital marketing services we offer Irish businesses,” said Cathal Dempsey, FCR Media Ireland Managing Director.

Yext powers fresh location data in maps for over 400,000 business locations around the world. With Yext, marketers can manage their digital presence across 99 leading local search and mapping apps, now including:

United States

US

Australia

5_12 Launch Australia

Canada

Canada

Germany

BD Germany

Ireland

Netherlands

Voradius

New Zealand

Canada

UK

Canada

Click here for the full press release.

*Source: FCR Media, 2014

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SmartProfile: Eric Rohrback, HubShout http://www.yext.com/blog/2015/05/smartprofile-eric-rohrback-hubshout/ http://www.yext.com/blog/2015/05/smartprofile-eric-rohrback-hubshout/#comments Fri, 08 May 2015 17:05:16 +0000 http://www.yext.com/blog/?p=3989 We recently sat down with Eric Rohrback, the team lead for SEO and PPC at HubShout, to talk about what’s next in local and mobile, and how he finds ways to make his clients the priority.

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We recently sat down with Eric Rohrback, the team lead for SEO and PPC at HubShout, to talk about what’s next in local and mobile, and how he finds ways to make his clients the priority.

Tell us a bit about HubShout — how did you start? What inspired you to strike out on your own? Who founded the business?

HubShout is a SEO Reseller service where agencies of all sizes outsource SEO, Pay Per Click, and Social Media needs to us while keeping it all within the United States. Our company was founded by Chad Hill and Adam Stetzer back in 2008 after building a reporting software to measure the effectiveness of marketing campaigns. We now help manage campaigns for hundreds of reseller partners using this powerful software. We have teams of analysts, content writers, web developers, and account managers to help make campaigns successful.

We have two locations in the US. One in Rochester, NY and one in Falls Church, VA.

 Tell us a bit about yourself.

I’m the team lead for both SEO and PPC teams here at HubShout. I started out at the company working as a paid search analyst (PPC team), but always had a strong love of local search and helping small businesses. In the time that I’m not spending helping clients, I’m active in all kinds of sports.

How does Yext fit into your product/service offering? How does it help you do your job better?

Simply put, Yext takes the hassle out of manual citation building. The great integrations they have with the directories to allow menus, additional photos, and other great enhancements are more than you can ever get with free listings and at a better price than doing each one individually. Having our team work from one dashboard to update 60+ sites saves us time that can be better spent helping our customers. We have a large amount of local businesses/main street businesses that we work for, so having a strong and complete local profile on all the major sites is a huge thing. Yext was one of the better product offering enhancements we’ve made.

What does Yext make it possible to do that you wouldn’t have time for otherwise?

Our team has more time for onsite optimization, Google My Business optimization, and providing a higher level of customer service. If we stopped using Yext, then we’d need to spend more time building citations manually which would create a situation of diminishing returns for us. The more time we can spend helping customers and less time we spend manually building tedious citations on directories is better for everyone; both the customer and our team.

 Where do you see Local Search headed in the next 1 to 2 years?

It’s already been going there, but more focus on mobile use. More and more the “centroid” of the search is moving away from desktops which have a static location, and more towards mobile search and the roaming user. Businesses need to have complete and engaging profiles on all the mapping programs, and all the relevant directories otherwise they could miss important traffic.

Businesses also need mobile-friendly websites to make sure users who find them on their phones can actually convert. If people can’t find you on their phones, or they can’t use your website on their phone then you’re going to lose them to a competitor.

What are the top 5 mobile apps you use on a day-to-day basis?

·    Inbox – Google’s new Gmail app

·    MindBody Connect – I use this to sign up for CrossFit classes

·    Evernote – Helps organize life :)

·    Twitter App

·    QuizUp/Trivia Crack (can’t decide which one should take the last spot) – It’s fun to compete against other people in trivia (especially friends).

 

Eric Rohrback Headshot

Check out HubShout’s website or follow Eric on twitter to learn more about what his company is doing in the local search space:

http://hubshout.com

@ericrohrback

 

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Business Insider’s Nicholas Carlson Speaks at Yext Book Club http://www.yext.com/blog/2015/05/nicholas-carlson-yext-book-club/ http://www.yext.com/blog/2015/05/nicholas-carlson-yext-book-club/#comments Wed, 06 May 2015 22:42:03 +0000 http://www.yext.com/blog/?p=3982 Business Insider's Nicholas Carlson stops by Yext's Book Club to discuss his new book, "Marissa Mayer and the Fight to Save Yahoo!"

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Yesterday the Yext Book Club featured a very special guest speaker: Nicholas Carlson, Business Insider’s Chief Correspondent and author of the recently released book, “Marissa Mayer and the Fight to Save Yahoo!”, which tells the inside story of Yahoo!’s decline, Marissa’s controversial career at Google, and her fight to save an Internet icon.

 Nick and Arvin NO isalyn

Nich provided the book club with an illuminating look into what drove him to write the book about Marissa’s two-year stint as President and CEO of Yahoo!, his candid take on the reasons behind and impact of both Marissa’s accomplishments and failures, and his predictions for the company’s fate.

The rest of the evening was spent with Nicholas fielding questions from Yexters about the book’s content and the work that went into getting it published. When asked about his inspirations for the book’s narrative style, he cited ‘DisneyWar’ by James Stewart and ‘Barbarians in the Gate’ by Bryan Burroughs as two major influences. One Yexter asked what other major tech executive he’d be interested in writing about, to which he responded readily with Larry Page, CEO and Co-Founder of Google. And, little known fact, Nich named his book after J.K. Rowling’s titles, because Marissa Mayer and her various “adventures” at Yahoo! would be the defining draw for readers.

Nich Carlson and Arvin with crowd

In addition to questions about the book, the audience asked more general questions about his background, how tech became his career focus, and his thoughts on the evolving state of journalism in today’s digital media environment. He wrapped up the visit by signing copies of his book for Yext Book Club members with a purple pen, appropriately.

Thanks again to Nich for stopping by Yext and offering a fascinating inside look into his new book!

 

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The Unique Challenge of Bad Data For Food Services Brands http://www.yext.com/blog/2015/04/unique-challenge-bad-data-food-services-brands/ http://www.yext.com/blog/2015/04/unique-challenge-bad-data-food-services-brands/#comments Mon, 27 Apr 2015 11:55:00 +0000 http://www.yext.com/blog/?p=3969 Having incorrect information on online listings is bad for any business, but it's particularly damaging for brands in the food services industry. A recent Yext survey found how customers respond to incorrect information and how that can affect your business in the long run.

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It’s no secret that having incorrect information on online listings is bad for business, but it might surprise some to learn that having bad data is particularly damaging for brands in the food services industry. According to a recent Yext survey, consumer reliance upon online information and social media feedback when choosing a restaurant surpasses that of any other local business category, with 87% of consumers reporting searching for a restaurant online in the past year. Retail was a distant second at 66%.

And not only is the category the most highly searched, it’s also highly competitive – 65% of consumers claimed to consider 3 or more restaurants when deciding where to dine, while only 7% of respondents reported considering only one option. With so many consumers conducting unbranded searches to satisfy their food cravings, encountering bad data during a search can easily mean the difference between a sale for your business, or a sale for your biggest competitor.

Options Considered

This issue doesn’t just affect sales in the immediate future, it can also have a long-term effect. When asked how they would respond if information about a restaurant turned out to be incorrect, 40% of consumers stated that they would “be less likely to recommend to a friend.” And this issue is all too common: an overwhelming 82% of consumers surveyed by Yext have encountered incorrect information when searching for a restaurant online.

With so many different sites, maps , and apps storing business data, it’s no wonder that consumers are constantly encountering outdated information. The only way for a food service brand to rectify this issue is to take complete control of their listing information at the source. And this not only corrects information, it also allows food service brands to leverage their digital presence more strategically to promote new menu items and special deals, for example.

To learn more about how bad data and weak digital presence negatively impact businesses in the food services industry and how Yext’s products can help, download our Food Services whitepaper
here.

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Protecting Against Future Algorithm Changes http://www.yext.com/blog/2015/04/protecting-future-algorithm-changes/ http://www.yext.com/blog/2015/04/protecting-future-algorithm-changes/#comments Thu, 23 Apr 2015 11:52:45 +0000 http://www.yext.com/blog/?p=3967 "Mobilegeddon" has left thousands of companies scrambling to adjust their sites for Google’s new mobile-friendly algorithm. Fortunately Yext is always ahead of the curve, anticipating major shifts like this. Find out how Yext's products future-proof businesses' digital presence against algorithm changes.

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“Mobilegeddon” has come and Google reported that there are 4.7% more mobile-friendly sites than before. That’s a very good thing for mobile users, but it means that thousands of people and companies were left scrambling after the announcement to update their technology. With over half of search conducted on mobile these days, it’s no surprise that Google has taken this step, which is why Yext has been preparing for this update for more than a year.

Yext Pages have always been built according to the latest mobile and SEO best practices. We create unique web and mobile location pages and campaign landing pages that are responsive and adaptive across multiple screen sizes, ensuring our customers’ digital presence is optimized for mobile, tablet, and desktop searchers alike. And because we control the backend technology, we are constantly making changes and updates to ensure that the tech continues to be on the bleeding edge.

We’re always looking ahead. We are listening to what Google and industry experts are saying about SEO and building features that adhere to best practices for search, so our customers are always protected against algorithm changes like “Mobilegeddon.”

For more information about how using Yext can help your business prepare for this rapidly evolving mobile search market, check out our website.

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