Now that Google Tags has been retired, what’s happening to the product that was almost entirely modeled on it: Yext Tags? It’s still around. However it turns out that Yext had coincidentally renamed the product “PowerListings” just before Google shuttered Tags.
The emphasis of the product has shifted from the “tag” message (e.g., “20% off”) to the listing content itself. The ability to add and change messages across site remains, however. Here’s the promotional copy from the Yext site:
Yext PowerListings are enhanced local listings on 10 premium sites such as Yahoo!, MapQuest, Citysearch, and Yelp. PowerListings allow you to control your basic listing information (name, address, phone number, categories) and gain additional visibility with enhanced content (description, hours, logo, photographs, and highlighted tag) on each site. With PowerListings, you get control over your information (change anytime!) and additional visibility to internet searchers (you’ll stand out with an extra highlight!).
- Adds missing listings or corrects wrong listings. Basic info includes name, address, phone number and business categories.
- Enhanced listings include photographs, business descriptions, bios and a special extra Tag icon in search results.
- Track clicks and impressions to your listings on each site Setup takes just minutes and your listings will be up in no time
The “power” in PowerListings resides in the near real-time ability to change data across a range of sites (above). If a change is made to an address, phone number or other categories of information that change shows up in almost real time on the other sites.
Yext CEO Howard Lerman took me through this. I made a change to the tag message for Martha’s Country Bakery and we saw it show up instantaneously across multiple sites. It was impressive.
Business owners can buy sites a la carte (e.g., Yahoo but not Yellowbot) or they can buy the “complete package,” which includes all the sites. There’s a monthly subscription fee (billed annually) for each of the sites. Fees vary slightly but most are $7.50 per month. Buying all the available sites costs a little over $600 per year. But Yext is running a substantial discount (perhaps in perpetuity) if business owners or their reps buy the complete package.
Missing from the list of local sites are obviously Google and YP.com. Foursquare is another that might now merit inclusion in the list. We can debate others.
It strikes me however that PowerListings, for most SMBs, is kind of a “no brainer” because of its simplicity, low-cost and ability to control listings across a range of local sites. It’s also something I would think that local SEOs would want to do on behalf of their clients. Obviously even broader coverage would make the product better.
If this had been the product Google was selling (distribution/visibility across multiple sites) it would have survived. Google might also want to take a look at Yext as a potential acquisition target, with its visibility, reputation and PPCall products. These would help Google round out its SMB toolset, which right now includes only Boost and Offers.
Yext has raised just under $30 million from investors.