Yext launches Yext Answers to help brands take control of the search process

Yext wants to enable brands to control the search experience and not leave everything in the hands of the search engines

Yext, which helps businesses return the correct data when people search for information on their physical locations, has launched Yext Answers. The company says it turns any brand’s website into a powerful search engine capable of answering consumers’ questions directly with brand-verified answers.

According to Yext, it enables brands to deliver a rich, contextual search experience on their own website that rivals the experiences of the most sophisticated search engines. So instead of turning to a search engine for information about a brand, a consumer can search for the information on the brand’s own site.

According to Yext’s own research, marketers believe that only 35 per cent of the information about their brands online is accurate, but 42 per cent of consumers new to a brand trust search engine results over the brand’s website

Yext Answers is powered by the Yext Knowledge Graph, which harnesses and stores millions of structured facts from brands and can be updated in real-time. If a brand starts to see their customers asking new or different types of questions, they can update their knowledge graph to provide a fact-based, contextual brand verified answer in and keep customers engaged on their own website.

“Were living in a new age of search, and consumers are asking more specific questions than ever. But brands haven’t had the ability to answer those questions, opening the door for unverified third-party sites to step in with misinformation,” said founder and CEO, Howard Lerman. “Yext Answers is going to change that forever by putting brand-verified answers front and centre on business websites.”

Answers increases Yext’s total addressable market from businesses with physical locations and entities to any business with a website. A number of brands have deployed Yext Answers during its beta period, including BBVA USA, Three Mobile, IHA, and Healthcare Associates of Texas.