Our audience might be upset that Jed’s Burgers, a fictitious business set up for the Yext PowerListings demo isn’t real. What may be more upsetting is the fact that 20 percent of local searches will return the wrong information. Lerman is passionate about preventing this problem and his enthusiasm for Yext’s new PowerListings was clear at the final afternoon session, “Yext: PowerListings Across Platforms.”

So what’s the best way to get accurate and timely SMB info out there for end users? Go to the business itself. That’s the central idea behind PowerListings, which enables businesses to update their info against 24 partner sites.

“This system is about speed and control,” Lerman said.