Enhancing Website Search with Yext Answers

Yext Answers empowers businesses to significantly improve the search functionality on their websites. The primary objective is to ensure users quickly find the information they need.

According to Chief Strategy Officer Marc Ferrentino, providing a direct answer is preferable to simply offering a link in response to a search query.

Introducing the "Orion" Update

Yext is set to enhance its capabilities with the “Orion” update to its search algorithm, launching on March 17th. This update will allow for more effective information delivery.

The core functionality of Orion involves extracting answers directly from unstructured content on a business’ website. This includes webpages, blog posts, and help documentation.

From Keywords to Structured Information

Instead of relying solely on keyword searches, Yext will now be able to “extract structured information” from unstructured documents. This allows it to deliver concise, relevant answers.

Rather than presenting a link or a large section of text, the system will provide a “rich snippet” that directly addresses the user’s question.

Bridging the Search Experience Gap

This functionality mirrors the question-and-answer widgets frequently seen in Google’s search results. Ferrentino believes this will help Yext customers minimize the difference in search experience between Google and their own websites.

Demonstrating the Technology

Yext Answers was demonstrated using historical data, successfully answering the question: “Who was the only U.S. president to be impeached twice?”

The technology was also shown to answer questions related to Yext’s own products and services, showcasing its versatility.

Real-World Applications

For example, a bank could utilize Yext to answer customer inquiries regarding the distinctions between a 401(k) and a Roth IRA.

Benefits Beyond Commercial Enterprises

This improvement extends beyond for-profit businesses. Yext’s nonprofit clients, such as the World Health Organization, will also benefit from enhanced information accessibility, particularly in providing pandemic-related answers online.