Yext Integrates Google Into PowerListings, Extends Real-Time Updates for Both SMBs and Enterprise

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Location data management platform Yext today announced a new integration with Google that will allow the company to offer real-time updates to both its SMB and enterprise customers across Google’s suite of listings. The integration eliminates manual submission, and allows businesses of all sizes to instantly adjust how their information appears in the search engine’s results.

Google released the Google My Business API in December to a number of listings management companies, and over the past couple of months Yext has extended that service to 100,000 enterprise locations. Today’s full integration in PowerListings further extends that functionality to all of the company’s channel partners and SMB customers.

“It’s really cool that Google is finally asking businesses for this information rather than looking to a third-party source for it,” said Yext’s marketing director Liz Walton. “In particular, they’re looking for that real-time information, like the hours-of-operation that might change during a holiday or a snowstorm. Businesses really value that, but Google also really values that they can offer the best data to their users.”

While a number of approved partners have had access to the Google My Business API since December, Walton says that the key to this new announcement is that Yext’s software allows the company to manage those listings at scale and support real-time updating: “You can make changes that will instantly be reflected across Google My Business, search, maps and ads.”

“We’ve been talking to Google forever,” said Walton. “Obviously they’re a big player in the space, and we have a great relationship with them — but I think the question is: ‘Why did they open up this integration now?’ I think there’s some long-term vision here and also some short-term wins. For them, the better data they have, the more people will use their services — and that’s their goal in selling advertising against it. So if it’s real-time and dynamic, you can get more eyeballs on it.

“The long-term vision, though, is that we have a future with driverless cars. And if the maps aren’t good enough, it’ll never really come to fruition. So I think there’s also the long game here where they need to get the infrastructure in place to be able to build those kinds of maps.”

Listings management, which has certainly been a hot category in local in recent years, has on some level become commoditized. As more players have waded into the field, companies have sought to differentiate themselves by adding a wider suite of services and functionality.

David Hirschman is a co-founder of Street Fight.

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  1. Jim Clouse
    February 17, 2016

    Updating specific information (business hours, etc.) about a business in real time, is evolutionary not revolutionary. What is revolutionary is empowering local businesses to change the content of their “Hot Deals” and “Coupons” dynamically in real time. Only ClikitySplit possesses that power. To see ClikitySplit’s technology in action, check out the videos at, especially the video “The Solution for Local Businesses”.

  2. February 17, 2016

    Street Fights Headline “Yext Integrates Google Into PowerListings,…” which is exactly correct! Yext used Google’s public API to better their product, just like EVERYbody can. It’s a PUBLIC API. But, like Yext always does, they used slick language to create the impression that they are now a ‘special partner’ arrangement with Google. I don’t find that to be the case. In fact I went to Google’s website just to make sure I didn’t overlook anything and cannot find anything –;qury=yext And just one last chance, I went to the list of Google Premier Partners ( and found nothing again. Yes, I know that’s more for AdWords, but just trying to be thorough.

    So here’s what Yext puts on their website: “Google Joins the PowerListings Network: You can now sync your location information with Google directly from Yext!” Partially true. Now you can sync using Yext because Yext implemented the Google Public GMB API just like any other company or person can do. What’s annoying is the “Google Joins the Powerlistings Network”. That is False. Google did not join with Yext, rather, Yext implemented a public tool that Google offers to everyone. But the way Yext puts it, one thinks that WOW, Google has joined with Yext! That would be pretty big news! What they could have said if they could tear themselves away from the sleazy salesman persona the have earned is exactly what David from Streetfight stated: “Yext Integrates Google Into PowerListings.” There’s a huge difference between Yext doing something… and GOOGLE doing something! In fact I find it humorous that Yext’s Walton says: “We’ve been talking to Google forever,” Yeah, more like talking AT Google. And if Google ever replied, it would have probably been “Whatever”

    Lastly, I cannot find the quote from Aditya Tendulkar, Google Product Manager, anywhere except on Yext’s website and Yext marketing and affiliates websites. Perhaps Aditya said it during a conversation, but it is not committed to print. Being skeptical of anything Yext, I’m betting that it was an augmented quote from Tendulkar, augmentation being the insertion of the Yext mention. I’ve never heard a Google representative make an endorsement.

    Yep, I’m not a fan of Yext… Thanks for letting me vent Streetfight, I always love the stuff you guys report on and you’re truly a great source for information!

    1. jimmysantos
      February 17, 2016

      Thanks for the Breakdown! Its great to see there are people who see through the BS and share their findings!

  3. Chris Fehrmann
    February 17, 2016

    Isn’t Yext a third-party? “It’s really cool that Google is finally asking businesses for this information rather than looking to a third-party source for it,”
    Does Yext’s service trump a business verified and submitted data?

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