To Connect Consumers’ Searches to Brands, Focus on Delivering Answers, Not Keywords

B-to-b software platform Yext offers a seasonal ‘gift’ to customer service representatives

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When it comes to keeping up with changes in advertising and marketing tech, search tends to be regarded as a bit old-fashioned. Aside from the occasional Google algorithm update, search marketing remains focused on keywords year in and year out.

For the past year, Yext has been driving the point home: yes, keyword-based search is a 1990s-era marketing strategy.

That might seem like a surprising position for Yext to take, at least at first glance, given how its business has long been premised on powering search results for brands. But



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