Today, I bring you a post by our CEO, Howard Lerman, about the inherently impermanent nature of data in the local search ecosystem.

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There Is No Permanent Record - What Happens Without Yext

A common misperception in the local search and data industry is that publishers have a single “permanent” or “master” record for a given business listing. The misconception goes deeper: many people think that claiming a business causes a publisher to update a permanent record for that listing.

However, if publishers have a single permanent record, how come so many people have problems updating listings? It’s because there’s actually no master record.


Publishers consider many different signals and sources when deciding which information to show in their experiences for a particular business. Claims are just one source of many.


Let’s take a look at how local data works at most of the world’s major publishers. It’s actually pretty complicated.