The Yext IPO and the triumph of local SEO

Yext’s successful IPO several weeks ago represents a kind of triumph for local SEO. Despite the fact that Yext now calls itself a “Knowledge Engine,” the company is essentially doing local listings management. It recently added reputation management. Yext began in roughly 2006 as a next-gen pay-per-call network. The company’s growth and evolution is a product of some smart decisions by CEO Howard Lerman and his management team. It also speaks to the power of marketing and branding. There are numerous companies that do what Yext does, yet it has been able to rise above the competition with some savvy marketing and heavy spending. But more broadly, the Yext IPO stands in for the importance of presence or listings management as a foundational tenet of digital marketing for omnichannel brands and businesses. For roughly 20 years, various digital marketing pundits have been predicting the death of SEO. And despite a dramatic migration away from traditional SERPs to more “answers” and Search Engine Land Source

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