So, what should you do to prepare for the new Search Generative Experience (SGE)?
First, companies will need an information management strategy where any information they allow AI to access should be approved, accurate, and traceable to its origin. AI needs to be powered by objective facts that are controlled by your business to avoid hallucinations. If inaccurate or unapproved information makes its way into Gemini's data sources, there's significant risk to your brand.
Here, structured data is key. And for a quick win, consider the impact of listings management.
Listings structure your information, so it's easy for Gemini (and other AI models powering search engines) to find and display in search results. And this impact can be quantified: Yext 2024 research found that, in contrast to those brands limiting their information management to only a few major publishers, brands that appear across >75% of publishers in the Yext network measure a +186% increase in clicks to their websites from Google.*
Powering accurate information about your business is now more important than ever — and your listings do just that.
To take advantage, make sure you're managing your listings by:
1. Keeping your Google Business Profile(s) up-to-date. It's not shocking to hear that Gemini relies on Google Business Profile as a source to collect business data. That allows Google's SGE to quickly pull data from your listings to offer users precise answers. This can include contact information, services offered, real-time operating hours, and even customer reviews.
With Yext's direct integration with Google Business Profiles, you can manage your information and give Gemini the most current and comprehensive information about your company. With Yext Listings, you have the power to control the business information available to Google's AI assistant.
2. Manage as many listings as possible for maximum impact. Google Gemini taps into a wealth of data sources (not just Google Business Profile) to provide users with up-to-date and accurate local business information. Managing your listings on all sites can help ensure that generative AI models only present the most accurate and up-to-date information about your business.
Yext's Publisher Network consists of more than 110 direct API integrations, significantly more than any other listings management solution. This gives businesses the power to truly control their listings across the largest network of third-party publishers.
At Yext, we've verified that there is a correlation between more listings and improved visibility in organic search. Our research* found:
Location listings with less than 50% of the publisher network synced saw the least amount of Google website traffic. This number served as the baseline for the average percent increases in Google website clicks for the following two ranges.
Location listings syncing between 50%-75% of the publisher network received a substantial bump in Google website clicks, with an average increase of +95% over the first group.
Location listings syncing more than 75% of the publisher network saw even better results, with a stunning average increase of +186% in Google website clicks.