There tends to be a direct correlation between the amount of quality content contained in a company listing and the volume of consumer engagement the listing generates. The greater the amount of content, the higher the search engine ranking.
With an ever-increasing number of searches taking place on mobile devices, and now with smart speakers and virtual assistants like Amazon’s Alexa and Google’s Home, companies are looking for novel ways to utilize content to enhance data for search discovery purposes.
This is certainly true within the realm of restaurants. Restaurants that stand out with rich details about their locations and menu items almost always attract more business. Recent studies suggest that more than 75 percent of diners are more likely to choose a restaurant with in-depth attribute information available, like price range, dress code, and the restaurant menu.
According to Yelp, restaurants that complete their business profiles see, on average, 5 times more customer leads each month. Content can include not only text but also photos. Yelp reports that restaurants with 1-5 reviews and at least 10 photos enjoy 200 percent more user views than ones with the same number of reviews but no photos.
The increasing demand for rich content is the main impetus behind the launch of Yext for Food, which enables restaurants, bars, and cafes to appear in search results, not only for general searches like restaurant name or cuisine type, but also for specific menu items and attributes, in a centralized and unified fashion. The solution is dubbed “The Yext Knowledge Engine.”
According to the company, restaurants using Yext can now:
- Publish menu details across the digital ecosystem. Restaurants can control and feed in their menu data to Google, Yelp, Facebook, Bing, Foursquare, AllMenus, delivery.com, MenuPages, and more, making them discoverable for the specific dishes they serve in more places and across more types of searches that diners perform.
- Sync more information from the Yext Knowledge Manager to new food search platforms. Postmates, Zomato, delivery.com, MenuPix, and Slice are now part of the Yext PowerListings® Network, allowing restaurants to control their information across more resources that consumers use to decide where to eat.
- Manage new types of restaurant details. Restaurants can now label themselves with attributes like price range, meals served, attire, happy hour specials, and more in the Yext Knowledge Engine, and publish those details throughout intelligent search.
New York-based Yext, which went public earlier this year, has gained traction in other industries by helping company websites improve their online searchability. The software ensures that basic information — like addresses — are accurate across all apps and websites. The company recently launched a feature called “knowledge tags” to help businesses make their websites and information more accessible to crawlers and query services.