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Yext looks to help businesses make their information more searchable by machines

Yext looks to help businesses make their information more searchable by machines
From TechCrunch - September 14, 2017

Yext has been known for helping businesses get all their information (like location, business hours, and such) lined up correctly on the right apps and websitesand now its looking to make sure the rest of the pitch isright across the Internet.

Yext, which went public earlier this year, said it is launching a feature called knowledge tags to help businesses make their websites and information more accessible to crawlers and other kinds of query services. It works by storing all the, well, knowledge of a businesslike its products and featureson Yext and helping their websites be more searchable by engines. Thats going to be important as website usage becomes less and less important over time and people access the Internet in different ways.

These intelligent services, they dont really care about fonts and colors, Yext chief strategy officer Marc Ferrentino said. When they look at your website, they dont see that. They see structured data, and they need to see that in the form of Schema. They cant really see the business very well. if the services dont know as much about them, ultimately that means fewer clicks, fewer transactions, andfewer directions. It becomes imperative that these websites are built for machine eyes.

While this may seem somewhat incremental for a typical observer, it is potentially a big move for Yext as it considers what it looks like when websites arent as big as, say, voice queries. The Amazon Echo and Google Home exposed a lot of demand for a voice interface, and as more and more people get comfortable with asking questions to their devices businesses need to ready their websites to be easily searchable by the algorithms running those devices. Yexts steps today are one in whats likely to be a number of tools businesses will look for if website usage at its core declines.

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