Join Seth and Duane Forrester as they discuss the evolution of local search and how consumers are using search engines to find what they want from a business. Duane explains the importance of utilizing big data in search optimization and understanding consumer intent as it pertains to search. Seth touches on monetizable traffic and non-monetizable traffic and how to tailor search results to both. Duane explains that Google has trained consumers to search for what they want, so for businesses to succeed they need to understand what consumers are asking for.

Duane Forrester, who formerly ran the Bing WebMaster program, is the Vice President of Yext. Yext organizing a business’s facts so it can provide official answers to consumer questions — wherever people search.