Wij willen met u aan tafel zitten en in een openhartig gesprek uitvinden welke uitdagingen en vragen er bij u spelen om zo, gezamelijk, tot een beste oplossing te komen. Oftewel, hoe kan de techniek u ondersteunen in plaats van dat u de techniek moet ondersteunen.

Yext helps businesses manage their presence on search and across the web; starting today, with the launch of Yext Answers, it’s also helping them provide a better experience on their own websites.

“It lets any company with a website answer a question about their own brand in a Google-like experience on their own site,” CEO Howard Lerman told me.

While Lerman is officially announcing Yext Answers onstage at the company’s Onward conference this afternoon, the issue is clearly one he’s been thinking about for a while — in an interview earlier this year, he described user-generated content as “tyranny,” and claimed the company’s “founding principle is that the ultimate authority on how many calories are in a Big Mac is McDonald’s.”

It’s a theme that Lerman returned to when he demonstrated the new product for me yesterday, running a number of Google searches — such as “student checking account” — where a brand might want to be relevant, but where the results mostly come from SEO-optimized advice and how-to articles from third-party sites.

“The world of search became pretty cluttered with all these self-declared experts,” he said.

Answers Comparison AnswersNotLinks 1

The goal with Yext Answers is to turn a brand’s website into the source that consumers turn to for information on these topics. Lerman said the big obstacle is the simple fact that most site search is pretty bad: “The algorithms that are there today are the algorithms of 1995. It’s keyword-based document search.”

So if you don’t enter exactly right keywords in exactly the right order, you don’t get useful results. Yext, on the other hand, has supposedly spent two years building its own search engine, with natural language processing technology.

As Lerman showed me, that means it can handle more complex, conversational queries like “broccoli cheese soup recipes in 10 minutes or less.” He also pointed out how Yext has tried to follow Google’s lead in presenting the results a variety of formats, whether that’s just a straightforward answer to a question, or maps if you’re searching for store locations.

In addition, Yext Answers customers will get analytics about what people are searching for on their site. If people are searching for a question that the site isn’t answering, businesses can then take advantage of their company’s knowledge base to publish something new — and that, in turn, could also help them show up in search results elsewhere.

BBVA LiveExample3 1

Yext Answers has been beta testing with companies like Three Mobile, BBVA USA, IHA and Healthcare Associates of Texas. You can also try it out for yourself on the Yext site.

“Yext Answers represents a level of sophistication that elevates our current search into a predictive, insightful tool that provides opportunities to better understand what our patient population is interested in finding on our site,” said Lori Gillen, marketing director at Healthcare Associates of Texas, in a statement. “It is intelligent enough to understand complex relationships between HCAT-specific facts, like doctors to procedures or specialties to locations, and give insights into what our patients want to know.”

Yext Answers is now available in English-speaking countries.


TechCrunch

The Google News tab is getting a makeover. Google announced this week, by way of a tweet, a significant redesign of the Google.com News tab on the desktop, which will organize articles in a card-style layout, while also better emphasizing publisher names. The end result makes Google News more aesthetically pleasing, but it comes at the expense of information density.

To be clear, the changes here are focused on the News tab of Google.com — not the dedicated Google News product at news.google.com. You land on the News tab when you search for a term on Google.com, and then click over to “News” to see the latest coverage instead of Google’s list of search results.

As the preview of the redesign shows, news articles are currently organized in a compact list of links, allowing you to see several headlines around a single topic with just a glance. This design, admittedly, is a bit old-school — but it works.

Within the stack of links, the headline is blue, the publisher is green, and the articles are labeled as “In-depth” or “Opinion,” when relevant. There are small photo thumbnails by the lead story, with other publishers’ links underneath appearing as only text.

Screen Shot 2019 07 12 at 11.16.03 AM

 

The updated design is more readable as articles are spaced out and placed in cards, similar to the main Google News product. There’s more white space and longer previews of each story, as well.

But the change means you’re seeing far fewer results on the screen before you have to scroll down.

 

The updated News tab makes it more obvious where the news is coming from, because publishers’ names are given more prominence. They also get their logo next to the headline, so it’s easier to identify your favorite news outlets with a glance. This is reminiscent of the recent mobile redesign for Google Search, which also put increased attention on the publishers by featuring them at the top of a link alongside their logo.

In addition to providing you with a set of News search results, the redesigned tab includes a new carousel labeled “People also searched for” that points you to other relevant news based on your search query.

Not everyone is thrilled about the update, given it makes it more difficult to quickly scan a number of headlines at once. And because there are fewer publishers’ articles on the first screen, traffic to those “below the fold” will likely drop.

Google says the changes will roll out over the next couple of weeks.


TechCrunch

Created by R the Company. Powered by SiteMuze.