A whirlwind transatlantic adventure – and we even learned something!

What’s the furthest you ever travelled to attend a conference?

Last month, I flew 7,368km from Kelowna, BC, to London, England with my colleague, Nick Fane, Director, Account Management and Business Development, to attend the Yext On Tour conference.

It really was a whirlwind visit across the Atlantic. We left Kelowna, BC on Saturday June 24th, arriving in London on Sunday 25th. With a day and a half to ourselves before the conference, we took in some of the local sites by bicycle, including Big Ben, The Millennium Bridge, Buckingham Palace, and of course, several local pubs! Check out the pictures below.

The conference took place on Tuesday June 27th at St. Pancras Renaissance Hotel, with the theme of ‘The Everywhere Brand’. Yext has a suite of products and services that lets businesses manage and coordinate their online business listing information across hundreds of different directories, databases, and media sites such as Google, Facebook, Bing, Yelp, etc, ensuring these business listings are up-to-date and accurate across the web.

Not only was the conference a great opportunity for Nick and myself to attend a conference in Europe, but it also gave us the chance to bring along two key stakeholders from one of Mediative’s clients. We have been working with their team for 6 months now and we had 3 months’ worth of Performance results that we presented to them in a Quarterly Business Review meeting earlier that day, tying in perfectly with the Yext conference.

“Digital knowledge consists of the factual assets and attributes about a company’s brand, people, products, events, and locations that help consumers serve their needs. Examples include the address, hours of operation, phone number, and drop-off points of brick and mortar businesses. Also included are the names, photos, credentials, locations, and office hours of professionals like doctors and insurance agents. Even more granularly, digital knowledge can include the availability, price, location, and ingredients of specific products as well as the date, time, location, and content of brand events.”

Here are some of my thoughts and key takeaways from the conference:

  • Voice search was the big focus.  20% of all searches on Google are now voice searches.  There’s now a lot of focus on products like Amazon’s Echo, Google Home and China’s in-demand product the Linglong Dingdong (seriously, this is what it is called!)
  • Mobile search now makes up 60% of all searches.
  • Structured data is more crucial than ever.  Having your company’s data consistent, accurate, and updated everywhere (Google, Apple, Facebook, Bing, Yelp, Alexa, Waze, Siri, etc.) must be a priority.
  • The structured data that feeds and powers YEXT map listings, and is published to Google Map and elsewhere is really the core requirement that every Brand should have.
  • There are 7 key traits of the ‘Everywhere Brand’.
  1. Customer-Centric
  2. Active
  3. Organized
  4. Real-Time
  5. Granular
  6. Responsive
  7. Innovative

How well do you stack up when you think about these 7 things? 

Jason Lane
A first-generation search expert, Jason is a Senior Account Manager at Mediative and has been with the company since 1999. Jason keeps on top of the latest developments in the search marketing industry. He works with Enterprise clients and is primarily responsible for a successful client relationship through an understanding of the client’s business, expectation management and ensuring campaign strategies and tactics deliver on client requirements. He works hard to ensure the team is delivering the best strategy for the client. He supports subject matter experts (SME’s) in the communication of strategies to clients and is able to assess the quality of the campaign deliverables.