What’s Next at Yext? A Preview With Brooke Henderson
AI-powered search is clearly one of the hot topics today for both MULO (multi-location) brands, as well as single-location operators. Who better to prepare you for the massive changes that lie ahead than Brooke Henderson, VP of U.S. Strategic Partnerships at YEXT, a company that has led the industry in helping brands get “found” and frequented, both nationally and locally.
She’ll be joining the stellar 30+ leaders who are taking the stage at Street Fight LIVE 2025 in LA. Here’s a glimpse into how search has changed and how Brooke helps MULO brands today and beyond.
How did you get into the “search space?”
“I actually started my career in Contact Centers. In 2004, the company I worked for at the time, acquired IP in the search industry. After 10 years there, I was asked if I wanted to make a career shift. I leaped and never looked back. My first exposure was at Search Engine Strategies, where my ‘training’ was basically knowing what an algorithm was, and winging it from there. That curiosity and willingness to jump in have carried me through ever since.”
How has it changed over time?
“Back then, black-hat SEO tricks were everywhere. Since then, search has evolved alongside consumer behavior—from the rise of mobile, to voice search, and now AI and LLM-driven results. Each wave reshaped how people discover information. The common thread: search is always where consumer behavior shows up first.”
AI will, of course, change everything related to search. What is ONE thing C-level executives need to do now?
“Leaders need to operate in two gears: navigate today’s realities while preparing for the AI-driven shifts ahead. That means not just experimenting with AI, but understanding how your customers’ search behaviors will evolve—and aligning strategy to stay visible when those shifts happen.”
Your industry is a relatively competitive one (but it’s been consolidating and morphing). How is Yext differentiating itself?
“We’re focused on performance, today and tomorrow. Yext is uniquely positioned to show brands what’s happening in search right now and help them anticipate what’s next. We’re not just tracking visibility; we’re building the tools that ensure our partners and clients are ready for whatever direction consumer behavior takes.”
What brands are “doing it right” when it comes to online search management? Why?
“The smartest brands know search isn’t just about ‘ranking on Google’ anymore. It’s about showing up wherever customers are looking, from AI answers to maps to reviews. They treat data like gold, keeping it clean and consistent, so when a customer asks, ‘Is this brand open, reliable, and worth it?’ the answer is always yes.”
What do you do in your off-hours? Has your professional life changed how you search?
“Golf and travel keep me grounded—and yes, my professional life has totally shaped how I search. On a recent international trip, I used Ray-Ban Meta glasses for translation, navigation, and even documenting the whole experience. Twenty years ago, that would’ve sounded like “Back to the Future.’ Today, it’s just part of my travel kit.”
We invite you to join us and meet Yext’s Brooke Henderson (as well as leaders from companies like TikTok, Scorpion, Massage Heights and Fat Brands) at Street Fight LIVE 2025 , September 30th in Los Angeles. Whether or not you have smart specs in your own travel kit, you need to be looking to the future with us!
