Yext is doing local differently. I don’t normally write reviews of commercial products but when they offered me two free listings I decided to explore the value of the service for local SEOs.
In local citation building we have come to expect that it might take 8, 16 or even 20 weeks for a citation to make its way into the search engines. The local ecosystem, a complicated web of relationships and feeds, is to some extent a technology mired in the last millennium. Much of the delay in a citation winding its way through the system has been due to the time it takes the data collectors and aggregators to create their own data builds and move the list to the next point in the local chain.
UBL for example might send data to Infogroup only once every 4 weeks. Infogroup could take as long as 4 to 8 weeks to process and verify a listing. This is particularly true of a new business. Infogroup would then assemble their complete list and feed it to their customer sites periodically, perhaps once a month or even once a quarter depending on the plan that the local directly had subscribed to. Even if the upstream data supplier processed the information more quickly the local directories that utilized this data might only integrate the new listings into their index once a month, once quarter or perhaps only twice a year.
Google, because of their desire to “organize all of the world’s information”, is one of the more proactive local sites at updating their local index and integrating new listing data. But even for them, with all of their processing power, their internal data “pipeline” would take 4 to 6 weeks for data to be pushed into an updated Places index.
Thus if you hit the timing just wrong it might take 20 weeks (or more) for a new listing citation to wend its through the maze that is the local ecosystem and appear in Google’s Places index.
Yext has taken a different path to data distribution. They have built technology that pushes local listing data and its enhanced content to its participating directories in near real time. With their product a local business or an agency can claim and enhance their listing with photos, hours and offers and expect to see it at a number of top tier directories and local search engines within hours or a few days. Participating directories include names like Yelp, Yahoo, Superpages, Mapquest and CityGrid and 28 other directories, IYPs and local sites.
Yext also provides a single login and dashboard, a very fast and functional user interface for data entry, mulit-level management of the listings and some reporting of listing views from the sites that use its service.
Compared to entering the listing data at these many sites by hand, it is both more accurate and a big time saver. But it comes at a fairly steep price. Yext’s business model is to charge $495 per listing. To incent their participating directories roughly 50% of that fee is shared. The service is efficient and there is a certain thrill to watch listings pop up so quickly.
Here is a some of my findings.