Yext’s Raj Nijjer argues it’s time to expand our thinking about location to new platforms and places that may not yet have received a lot of attention.

1. Why Location-Based Experience is the
New Frontier of Mobile Search

2. Yext by the Numbers
Yext is a Location Management Platform based in New York City!
800k+
Locations
Managed
400+
Enterprise
Clients
550+
Employees
5
Offices
Worldwide
100+
Publisher
Partners
100+
Member
Technology
Team
$115M
Funding
2014 + 2015
Forbes most
promising
companies list
50+
Member
Services
Team

3. About Me

4. About Search

5. More than half
of all searches now occur on mobile devices

6. Location search on mobile is growing
more than 50% faster
than mobile search as a whole

7. 30% of all searches
are related to location

8. 76% of “nearby” mobile searches
result in a business visit

9. 28% of “nearby” mobile searches
result in a purchase

10. Location Services
The best apps on your phone use location services to help you Go Places.

11. Location Services
The hottest apps on your phone use location services to help you Go Places.

12. Brands needs to be connected to all these
apps and services in order for mobile consumers
to easily find, visit and transact with their locations.

13. The Rise of Near-Me Searches

14. The Rise of Near-Me Searches
Mobile search behavior is anchored in local
• Words like “near me,” “closest,” and
“nearby” have increased rapidly over the
past few years
• Google studies show that “near me”
searches have increased 34X since 2011,
and nearly doubled from 2014 to 2015
Source: Google, I-Want-to-Go Micro Moments: From Search to Store, 2015

15. The Rise of Near-Me Searches
Google Now Assumes You Want Local Information
• “Near me” searches have
increased so much that Google
will automatically displays local
results for highly general
searches, such as “cable” or
“dentist”

16. The Rise of Near-Me Searches
Mobile Empowered Consumer Expectations
• Mobile consumers expect this information wherever and whenever they’re searching.
Store Visits In-Store Purchases On-The-Go Searches
50%
of smartphone users
who conduct a search
for a business convert
that same day
18%
of smartphone searches
for a local business lead
to a same-day purchase
50%
of consumers who
aren’t sure where to eat
don’t search until within
an hour of going

17. Consumer Journey Defined by
“Micro Moments”

18. Micro-Moments: Location-Based Experience
Google defines these in-the-go searches as “micro-moments”
• Consumer journey is fractured into hundreds
of real-time, intent-driven micro moments
where customer interacts with a brand
• Each one is a critical opportunity for brands to
shape our decisions and preferences
• These decisions and preferences drive
experiences, which are shaped by location
• All the latest apps are focused on creating
local experiences for consumers

19. GeoLocation In Mobile Apps

20. Micro-Moments: Location-Based Experience
Example: Snapchat’s GeoFilters
Snapchat

21. Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks

22. Micro-Moments: Location-Based Experience
Example: Starbucks Geo-Location Technology
Starbucks Spotify
+

23. What does this mean for
your business?

24. 1. You Need to Be Everywhere
Just Google alone has many different platforms for local
business information
Search Maps/NavigationGoogle +
Waze

25. Reach customers wherever they search via integration-based partnerships with Google,
Facebook, Apple, and 100+ other third-party apps, maps, and directories.
How do you make each one of these endpoints the best they can be?
1. You Need to Be Everywhere

26. 2. Need to Enhance Listings with Rich Content
When it comes to online business
information, less isn’t more. Rich
listings with images, descriptions,
contact information, directions, and
reviews are far more effective.
Basic listing: Name, Address Phone
Rich listing: Photos, Reviews, Description, Categories

27. 2. Need to Enhance Listings with Rich Content
• Yext’s Comparative Listings
Study showed that across the
board, all 14 listing fields
(beyond NAP) showed a
positive impact on
engagement
• Listing fields include:
• Hours
• URL
• Menu
• Logo
• Photos
• Videos
• Calendar
Yext’s Comparative Listings Study, 2015
• Emails
• Product List
• Facebook URL
• Twitter Handle
• Descriptions
• Payment Options
• Foursquare Offer

28. Thank You