At one point, business information was only available through print media, like paper advertisements or the Yellow Pages. Now it can be updated in real time across the web with the push of a button.
The rise of intelligent search in which direct answers to consumers' queries are provided by services like search engines, A.I., and digital assistants has changed the search landscape and greatly increased the amount of digital knowledge (e.g. the facts about a company's people, products, and locations) available to consumers.
Did you know?
1 in 4 Google searches produce a Knowledge Card — or a whopping 875 million searches a day. Users are also more likely to rely on intelligent answers, rather than traveling all the way to your business's website to find facts about your company. Why would they try to find your website manually when they are provided with direct answers to their queries on sites like Google?
These changes to the search landscape now necessitate that businesses invest in digital knowledge management solutions. The Yext Knowledge Engine responds to these needs and acts as a single source of truth for all of your business's digital knowledge.
Business Listings Are Also Changing…
Just as the search landscape is changing, so is the nature of business listings. For a long time online business listings were limited to name, address, and phone number (NAP data). Now Business Listings include enhanced content like business descriptions, photos, and videos. Listings can also include attributes — features that allow a business to identify specific searchable qualities — like having an ATM at a restaurant or outdoor seating.
One of the key criteria search engines like Google use to decide how to populate a Local Pack or Knowledge Card is relevance. Having marked-up attributes and enhanced content is one way to increase relevance and enhance the possibilities that your business is visible in intelligent search.
Not only are these listings becoming richer in data, but they also now appear on many more platforms. It is no longer possible to update your business's online data across the web, and potentially across the globe, accurately and in timely manner. In order to have accurate, up-to-date, and relevant digital knowledge about your brand everywhere requires a digital knowledge managment solution. The Yext Knowledge Engine is that solution.
The Knowledge Engine is Yext's suite of core products, including: The Yext Knowledge Manager, Yext Pages, Yext Listings, Yext Reviews, Yext Analytics, and the Yext App Directory. Each of these products fills a specific need to help your business get found and show up accurately everywhere.
Yext Knowledge Manager
The Yext Knowledge Manager is the platform where all of your business's online information lives. This platform takes the scattered information about your business from all over the internet, and creates a single source of truth for all of your company's digital knowledge. The Knowledge Manager puts you back in control of the public facts about your business.
Search engines and consumers alike view your business's website as the source of truth on your company, making it all the more critical that this information is accurate. Yext Pages makes it easy to add and update facts about your brand to your website. Just make an update in the Yext dashboard and watch it populate in real time on your website and mobile app(s). Showcase each of your locations and people with a dedicated page to ensure that consumers see complete, accurate knowledge about your stores, agents, offices, or service centers in intelligent search results.
You don't want customers searching for your brand to receive direct answers with inaccurate information. Yext Listings leverages our 100+ integrations to put you in control of the facts about your business where customers search. Having accurate and consistent digital knowledge about your brand all over the web not only makes sure that your customers are getting the right information about your company, but also makes you more visible in search. One of the ways search engines like Google deem a brand or location relevant to appear in search results is by how much they trust that brand's data, and if your information is consistent everywhere your online data will be seen as authoritative.
Yext Reviews helps you generate authentic reviews directly from your customers, which you can add to your website to star in today's new search experiences. And, you can monitor and respond to reviews across the Publisher Network. Win more business from intelligent search and uncover new opportunities to improve your operations with Yext Reviews.
Yext Analytics brings customer interactions into focus every where they occur, and helps you measure not only how well you rank in search, but also how many of the facts that consumers see about your business you truly control. Having this knowledge allows you to make changes to your digital presence and enhance your performance.
Your brand isn't static, and neither are the facts about it. The knowledge about your business powers more than just the facts consumers see in search results — it also powers your operations and strategy. With the Yext Yext App Directory, which includes pre-built integrations with applications like Zapier, Hubspot, Zendesk, Domo, and over 20 more, you'll extend the power of your digital knowledge to the systems and processes you use every day. Become a more intelligent enterprise — and make Yext work even better for you.
To learn more about the need for digital knowledge management in the age of intelligent search check out our eBook, The Everywhere Brand: Embracing the Universe Beyond Your Website (and App).