The use of services such as Yext, which allows company owners to update their information across various internet directories, is becoming more popular.
It was a difficult enough job for Nathan Corliss when he took over as marketing manager of the Las Vegas-based Walters Group in August of 2013. He was in charge of two automobile dealership groups on the East and West coasts, as well as two championship golf courses in Las Vegas, at the time. By the beginning of 2014, the business had grown to include 20 sites, making his work almost difficult to do.
He quickly found himself spending several hours each day to blindly checking review sites and updating and monitoring company listings across various internet directories, a task that took him several hours each day at first. His primary interest, on the other hand, was ensuring that customers easily locate his companies online. According to him, his greatest concern was that someone searching for one of our dealers might end up on a dead link or, worse, a competitor’s site.
This is the solution
Corliss recognized that uploading and maintaining his company’s information across a variety of internet directories would help his company’s search engine optimization (SEO), establish trust among search engines, and improve ranks. In order to get assistance, he registered with Yext, a New York City-based service that enables businesses to update numerous directory entries at the same time.
In exchange for directory gathering and updating, as well as review monitoring, Corliss pays Yext around $50 per location each month, according to the company. “In my opinion, it’s a good deal,” he adds.
To keep his online directories up-to-date, he just sends an e-mail to his Yext account manager, who responds with an update within 24 hours, typically sooner. Corliss is instantly notified of any negative reviews that mention a Walters Group company as a result of Yext’s reputation monitoring technology.
What were the outcomes?
Prior to Yext, Corliss was fortunate enough to be able to find the time to visit 10 key directories anytime he needed to update a company’s information. A single email to Yext may now update information in more than 50 directories at the same time.
For monitoring reviews and reacting to bad ones, the most he could do in the past was to visit a company once per week to see how things were going. “If I didn’t time it well, I wouldn’t get a negative review for a week,” he explains. “Now, those reviews appear instantly on one dashboard, which I find very convenient. I actually sleep easier at night now that I have Yext as a fail-safe.”
Obtaining a second viewpoint
In order to determine the search results for a certain search query, hundreds of ranking criteria are taken into consideration, according to Nyagoslav Zhekov, director of local search at Edmonton, Alberta-based Whitespark, which specializes in local search optimization and software development. The consistency of citations, or in this instance, online business listings, is widely acknowledged to be one of the most significant elements in search engine optimization.
One of the issues, according to Zhekov, is that very few directories have the ability for a marketing manager to automatically alter or update entries for tens to hundreds of company locations at the same time. “That is why technologies such as Yext come in handy,” he explains further.
Zhekov, on the other hand, warns that Yext is not a one-stop shop. Despite this, Yext only covers a tiny part of the local search eco-system, according to him. “You’d still need to perform some manual work with at least three additional services: Infogroup, Localeze, and Acxiom,” says the author, in order to “cover all of your bases.” Furthermore, if your company has rebranded, moved, or changed itself, Yext’s search engine may not always identify entries with obsolete information that need to be updated.”