Using technology developed by New York-based start-up Yext Inc., "some of the Web's top locally oriented sites, such as Yahoo, Yelp, MapQuest, Superpages, Citysearch, and others, are testing out a new way to attract ad dollars with sales of online ads to local businesses, and of defending their turf in the emerging local market from Google," reports the WSJ.
Yext Tags are a brand new way to highlight your business listings on premium local search sites with your own customized message. "In the wake of Google Tags, CEO Howard Lerman conceived of the notion of taking Tags across the web with a single buy. Lerman has many ideas about overcoming the fragmentation of local and this is one response. It's less about creating an "anti-Google" network. In fact Lerman said in an email that he would love to have Google participate in "Yext Tags" distribution," sel.
Yext Tags are probably going to become an important new ad product for local marketers and national advertisers with local stores or outlets. Here're the basic details:
- The program costs $99 per month, with a 7-day free trial (Google offers a month free)
- Tags will be sold by Yext directly but partners will be able to resell the product -- so you'll be able to buy it from Yelp or Superpages or Yellowbook or Citysearch later
- As with Google Tags, the "ads" appear in natural search results on the network sites rather than in traditional sponsored ad units
- It'll take up to 48 hours to "go live" initially, depending on the site
- Yext Tags updates roll out simultaneously across the network (permitting A/B testing of a sort)
Here's a mock-up of how Yext Tags may appear:
[tags]local ads,yext tags,business listings,local search,search results,local marketers[/tags]