Yext on Friday brought together several orbiting functions into what is known as Yext Research. As its name advertises, this is an intelligence engine that feeds its users – including CMOs and SEO practitioners – inputs and insights that help them make informed marketing decisions.
Using real-time analysis of 2 billion+ data points, Yext Research can achieve things like benchmarking and competitive intelligence. For example, marketers can see how keywords are trending across time and geography, or get a better sense of how to optimize their content to show up in AI engines.
This tool meets the moment in having a conversational interface, which is increasingly expected in a GPT-charged world. Beyond the user interface, the utility of Yext Research likewise meets the moment in that it’s on-demand intelligence at a time when marketing standards and influences shift rapidly.
For example, marketers not only have to pay attention to SEO these days, but also GEO (generative engine optimization) and presence across a fragmented set of digital channels. Because GEO practices are early and moving so quickly, a real-time intelligence tool like Yext Research is well timed.
“Yext has always empowered digital operators to steer confidently through search,” senior Director of Yext Research Adam Abernathy told Localogy.” Now, with AI reshaping how discovery works, the rules have changed—and navigating this new terrain requires a fresh approach to data and deriving insights.”
Yext Launches Scout, An AI Search & Competitive Intelligence Agent
Under the Hood
Going deeper under the hood, Yext Research includes a few components, which were all announced in tandem.
- Yext Research: Real-time analysis of 2B+ data points, surfacing trends, algorithmic shifts, and industry benchmarks.
- Yext Research Partners: A collaborative model that gives select experts access to the Yext dataset to publish independent research. Andrew Shotland, founder of Local SEO Guide, is among the first partners and advisors.
- Yext Scout: This launch builds on Yext’s recent expansion into competitive search intelligence, including the acquisition of Places Scout and launch of Yext Scout — an AI-powered benchmarking and insights agent.
That last one could be expected, given the capabilities that Places Scout brought to the table after its February acquisition. As we noted at the time, Yext has always been the action layer, and now it has the diagnostic layer too. You can now get your diagnosis and treatment in the same doctor visit.
The local SEO Guide partnership is likewise logical, given the firm’s astuteness – and that of Shotland specifically – in all things local SEO. As a partner and advisor to the program, his involvement gives confidence that it will be steered in the right direction, while presumably returning intellectual value.
“As part of this partnership, we’re working with Yext to study performance data for millions of local businesses across Google and emerging AI search tools,” Shotland told us. “That means we’ll be able to dig even deeper into what’s actually driving visibility.”
AI Speed
Altogether, it’s a smart move for Yext, which closes the loop on digital presence insights and action. But the headline for us is timing. This is well timed for all the macro-factors noted above, and the resulting demand signals that are emerging from marketers. Yext knows that it now has to move at AI speed.
“Yext Research represents our next step in supporting the digital marketers, agencies, and the SEO community,” said Abernathy,” with an expanding catalog of data assets, publications, and partnerships with world-class data scientists.”
