Presented by Christian Ward, EVP, Yext Partnerships l cward@yext.com l @wardchristianj

Town of Hilsdale Dynasty Buffet Elmhurst Hospital

• Offline presence is a readily understood problem

• Online presence, however, is now more important

Brodie Mart

• Failing online directly correlates to failing offline

• For business merchants, this is a critical issue

Sources: Neustar/Localeze 15miles. 2014; MediaPost, 2014; comScore, 2013

63%Use at least

2 devices to

search

25.1B Local Searches Annually

31.5%Search on

non-Google

sites

54%Substituted

YellowPages

with online

search

72%Trust online reviews

$6T offline

$400B Online

SALES

Sources: Search Engine Land, 2012; Kenshoo, 2013; POPAI, 2012; MediaPost , 2014

of purchase-related conversions occur

within 1 hour of initial mobile search55%

of in-person purchases

include online research40%

of purchasing decisions are made

in person & locally76% Sources: Google, April 2012; Google, March 2013; POPAI, June 2012

Digital Tools Drive Offline Consumer Behavior

Your digital presence needs to accurately and compellingly drive

customers to your physical locations, across:

• Your own website

• Directory listings & search engine results• Your social profiles

• Reviews of your business

Goodfella’s

Pizzeria

144 Orchard St

(212)432-3200Agreed

Yup!

Perfect

.

Exactly

Yes.

Spot

on

Confirmed

That’s it

Same

Goodfella’s

Pizzeria

144 Orchard St

(212)432-3200

Good Fella

Brick Oven

144

Archer St.

212.345.1122

Where?

You mean

Goodfella’s

LES?

Never heard

of it

144 Orchard

Ave.

Great

movie

I don’t think I

know them

This is How Local Search Works Too

• Consistency : getting the same exact NAP

• Authority : from sources you trust

• Number : in large quantity

• It’s logical – consistency in trusted sources matters

+47more

• Inconsistent Names

• Missing Listings

• Wrong Addresses &

Phone Numbers

• NO CONTROL

What do you mean by “Fix” my Online Presence?

Yahoo! User Review

Google Places User

Customer Facebook Post

Mobile Yelp User

Yahoo! Mobile User

Yelp App User Signal

Claimed Yahoo Listing

Regional Directory

Foursquare Check-in

Claimed Yelp Listing

Angie’s List Review

Twitter Post

Store Locator

DexKnows Page

News Article

Bing Local Listing

Government Filing

Tax State Forms

Bank Loan Data

Unstructured Forum

Phone Records

Trademark Application

Acxiom Database

Out of Biz Call Center

Lexis Nexis Directory

Infogroup Database

Patent Registration

Unique Biz ID Forms

Offshore Location Team

GigWalk Submit

Thomson Reuters

Nasdaq Filings

?

The Local Data Ecosystem

• Submission is not Control!

• This data can and will change

• Don’t blame the Aggregators

• How does this happen?

Fix it at the “source” = Completely Inaccurate & IMPOSSIBLE!

These Arrows mean nothing

On the other hand, CONTROL is Everything!

Robust Publisher Network

It Works: Enhanced Content

• A restaurant chain wanted to increase local search presence and visibility

• Raise brand awareness

• Drive online reservations

• Promote digital offers

THE OBJECTIVES

RESULTS

THE YEXT SOLUTION

Corrected & Added Content

2,342 Addresses corrected

24,936 Logos and photos

added

4,163 Descriptions updated

722 New Listings Added

Update and correct location information for all 95 locations

across Yext premium publishers

Utilize enhanced content to increase local brand presence

Optimize business description and categories

Employ Yext’s unique Featured Message to drive awareness of

local and national offers and promotions

0

1000

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3000

4000

5000

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7000

8000

9000

10000

7/1/13 8/1/13 9/1/13 10/1/13 11/1/13 12/1/13 1/1/14

302%

LIFT

0

50000

100000

150000

200000

250000

157%

LIFT

Profile Views Search Impressions

0

50

100

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Se

arc

he

s p

er

Lo

ca

tio

n

No Content Logos, Photo, Video

40% More Search ImpressionsUse high-resolution, well-composed images to

illustrate your clients’ business.

Use the alt Attribute — provides accessibility for

vision-impaired persons using screen reader and

other accessibility technology. It’s also a great place

for you to place important, descriptive information

about an image. This information will be crawled and

used to improve search rank in many instances.

Don’t embed important text in a picture. The

picture/graphic should serve as an illustration of the

information being conveyed. It should not itself be the

entirety of the information on the page.

SEARCH LIFT

• Launched with four categories

• Categories were added, totaling 15

• 42% lift in searches since launch

• Category optimization prompted 45% lift in profile views

Fortune 500 Sporting Goods:

Retail

CATEGORY RESULTS

Average searches per day with three

categories: 100

288% lift in searches when categories

were increased from 3 to 17

Average searches per day with 17

optimized categories: 388

National Retail Bank:

Financial Services

National Insurance Provider:

Professional Services

0

50000

100000

150000

200000

250000

300000

350000

400000

9/16/08 9/23/08 9/30/08 10/7/08 10/14/08 10/21/08 10/28/08 11/4/08 11/11/08

42%

Phase 1 – launched with basic content:

Name, address, phone, website, one

category

Phase 2 – launched with enhanced content:

10 categories, enhanced content including

logo, photos, brands, products and services,

business description, and hours

Saw a 3x lift in searches after categories

were added

SEARCH LIFT

0

500000

1000000

1500000

2000000

2500000

6/1/08 7/1/08 8/1/08 9/1/08 10/1/08 11/1/08 12/1/08 1/1/09

140%

0

2000

4000

6000

8000

10000

12000

14000

12/1/08 1/1/09

288%

SEARCH LIFT