Introducing Yext Research: A Data-Driven Look at the Future of Search

Learn about Yext’s new initiative, dedicated to uncovering how AI, language, and local context are changing search — and what brands can do to stay visible.

TL;DR: Yext Research is on a mission to uncover how AI, language, and local context are changing the way people search. Our first publication shares four data-driven studies that examine AI’s impact on local visibility, SERP engagement, and keyword strategy — giving marketers and SEO leaders actionable ways to improve brand visibility in their target category and region.

Search is changing faster than most brands can track

Every day, AI tools get smarter and customers find new ways to look for answers. The problem is, one-size-fits-all best practices you see all over LinkedIn aren’t good enough — because a tactic that works great for a restaurant in Miami may fail fast for a bank in Boston.

Right now, marketers, SEO experts, and analysts need more than surface-level “best practices.” They need proof grounded in real-world data, tested at scale, and relevant to their category.

That’s why we created Yext Research

Yext Research brings together large-scale datasets, structured experiments, and insights from respected search experts to uncover what’s actually driving visibility and engagement today. We’re using a unique observatory approach to produce insights brands can’t get anywhere else.

How Yext Research explores AI, language, and local search trends

The Scout Index, a large-scale observatory collecting billions of local search data points each month, is the heart of Yext Research.

We use it to track performance across industries, geographies, and search types so we can uncover patterns others miss.

Our first publication shares our findings on the biggest forces changing how brands get found today:

• Building a Monthly Digital Brand Visibility Observatory lets you explore a time-indexed view into how local search performance shifts month over month across industries and regions.
• Impact of SERP Ranking on Engagement provides insight into why being ranked in the number one spot doesn’t always matter, and how customer engagement varies by vertical.
• Best Practices Will Only Take You So Far shows how and why generic SEO checklists miss the mark (short answer: because user behavior and ranking factors change by market).
• Optimizing Keyword Selection for Local SEO offers guidance on how to implement a  scalable method for selecting high-value keywords without wasting budget on unnecessary terms.
  These articles, based on real-time data analysis, will help you get ahead of the competition.

Interested in becoming a Yext Research partner? Learn more and fill out the interest form

Who Yext Research is for — and how to use it

Yext Research is designed for technically fluent SEO practitioners, data scientists, and search-focused marketers — as well as digital leaders who want data-backed insight into how search works today.

No matter if you’re building strategies for multi-location brands, managing AI search visibility, or tracking competitive performance, these reports can help you build a solid Q4 strategy.

Where to read the latest Yext Research insights

You can read the full July 2025 Journal on the Yext Research hub. Articles are free to access, and new editions will be published regularly — so be sure to bookmark that page!

Want to get these insights delivered directly to your inbox? Subscribe here.

Yext Research FAQs

1. What is the Scout Index? The Scout Index is Yext Research’s proprietary observatory, collecting billions of local search data points each month to track performance patterns across industries, geographies, and search types.

2. What’s covered in the first Yext Research Journal? Our inaugural journal includes four studies: a monthly brand visibility observatory; an analysis of SERP ranking’s impact on engagement; a breakdown of why generic SEO best practices fall short; and a scalable approach to local keyword selection.

3. Who should use Yext Research reports? They’re designed for SEO experts, data scientists, and marketing leaders who need credible, data-driven insights to inform search and visibility strategies, especially for multi-location and category-specific brands.

4. How often will Yext Research publish new insights? New Journal editions are released regularly, each featuring fresh studies, updated data, and expert analysis on AI, language, and local search trends.

5. How do I see how my brand is impacted by changes in search? Run a Scout scan now to see how your brand appears in both traditional and AI search.