{"id":6231,"date":"2025-09-03T08:00:00","date_gmt":"2025-09-03T12:00:00","guid":{"rendered":"https:\/\/beomniscient.com\/?p=6231"},"modified":"2025-09-17T10:09:25","modified_gmt":"2025-09-17T14:09:25","slug":"michael-walrath","status":"publish","type":"post","link":"https:\/\/beomniscient.com\/blog\/michael-walrath\/","title":{"rendered":"Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Chairman and CEO at Yext)"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\" id=\"h-listen-to-the-podcast\">Listen to the Podcast<\/h2>\n\n\n\n<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" src=\"https:\/\/player.simplecast.com\/ccd96550-fbfb-44e5-bb9c-7c2096c169ae?dark=true\"><\/iframe>\n\n\n\n<p>In this episode of <em>The Long Game Podcast<\/em>, David Ly Khim interviews Michael Walrath, CEO and Chairman of Yext. Known for building and exiting multiple companies\u2014including RightMedia and Moat\u2014Michael shares how Yext evolved from a local lead-gen platform to a digital presence powerhouse. He dives deep into the fragmentation of search, the shift toward generative engines, and the rise of \u201cagentic\u201d AI-powered experiences. With candid reflections on strategy pivots and digital transformation, Michael urges marketers to rethink discoverability, measurement, and structured content in an era where your next customer might not be human, but an AI assistant making decisions on their behalf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-key-takeaways\"><strong>Key Takeaways<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Yext\u2019s Strategic Pivots:<\/strong> The company evolved from call-based lead gen to local visibility, to enterprise search\u2014each requiring bold but risky reinvention.<\/li>\n\n\n\n<li><strong>Google Dominance Has Peaked:<\/strong> With 92%+ of search traffic once flowing through Google, that landscape is now fragmenting due to LLMs and AI agents.<\/li>\n\n\n\n<li><strong>Structured Data Drives Discovery:<\/strong> Clean, contextualized data remains a marketer\u2019s best lever for visibility\u2014whether on Google or in LLM-powered engines.<\/li>\n\n\n\n<li><strong>Brand Visibility Beats SEO Rankings:<\/strong> As AI agents answer more queries, brands must optimize for visibility across platforms, not just search engine results pages.<\/li>\n\n\n\n<li><strong>The Agentic Web Is Coming:<\/strong> AI assistants with memory and context will handle more decision-making\u2014marketers must build for both humans and machines.<\/li>\n\n\n\n<li><strong>AI Shifts Are Already Here:<\/strong> Yext observed traffic shifts 6+ quarters ago\u2014marketers should act now, not wait, to influence AI results.<\/li>\n\n\n\n<li><strong>Reframing Attribution:<\/strong> Zero-click answers and agentic transactions require a shift from traditional web metrics to outcome-focused measurement.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-show-links\"><strong>Show Links<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Visit <a href=\"https:\/\/www.yext.com\/\">Yext<\/a> on <a href=\"https:\/\/www.linkedin.com\/company\/yext\/\">Linkedin<\/a> and\u00a0<a href=\"https:\/\/x.com\/yext\">X<\/a><\/li>\n\n\n\n<li>Connect with Michael Walrath on <a href=\"https:\/\/www.linkedin.com\/in\/michael-walrath-b63166\/\">LinkedIn<\/a>&nbsp;&nbsp;<\/li>\n\n\n\n<li>Connect with David Khim on <a href=\"https:\/\/www.linkedin.com\/in\/davidlykhim\">LinkedIn<\/a> and <a href=\"https:\/\/twitter.com\/davidlykhim?lang=en\">Twitter<\/a><\/li>\n\n\n\n<li>Connect with Omniscient Digital on <a href=\"https:\/\/www.linkedin.com\/company\/omniscient-digital?trk=public_profile_topcard-current-company\">LinkedIn<\/a> or <a href=\"https:\/\/twitter.com\/beomniscient_\">Twitter<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-time-stamps\">Time stamps<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>[00:00]<\/strong> Intro to Michael Walrath and Yext\u2019s history<\/li>\n\n\n\n<li><strong>[05:10]<\/strong> Yext\u2019s pivots: From lead-gen to visibility to enterprise search<\/li>\n\n\n\n<li><strong>[13:25]<\/strong> The challenge of over-pivoting in public companies<\/li>\n\n\n\n<li><strong>[19:15]<\/strong> Google\u2019s local search dominance\u2014and its decline<\/li>\n\n\n\n<li><strong>[24:40]<\/strong> The rise of AI answers and the erosion of impression tracking<\/li>\n\n\n\n<li><strong>[29:55]<\/strong> GEO, AEO, LLMO\u2014what they mean and why they\u2019re tricky<\/li>\n\n\n\n<li><strong>[36:30]<\/strong> Why marketers must rethink attribution in the AI era<\/li>\n\n\n\n<li><strong>[41:50]<\/strong> Building structured data pipelines for AI engines<\/li>\n\n\n\n<li><strong>[47:05]<\/strong> From SERP optimization to visibility engineering<\/li>\n\n\n\n<li><strong>[51:40]<\/strong> What is the \u201cagentic web\u201d and how to build for it<\/li>\n\n\n\n<li><strong>[58:10]<\/strong> Designing websites for humans vs. feeding structured data to bots<\/li>\n\n\n\n<li><strong>[01:03:45]<\/strong> Predictions: APIs, indexing models, and the evolving web<\/li>\n<\/ul>\n\n\n\n<div style=\"width:100%;padding:50px 50px; border:0; background-color:#E5EADE; border-radius:5px; margin:10px 0 30px 0;\">\n<h2 style=\"text-align:center;\">Get the Field Notes<\/h2>\n<p style=\"text-align:center;\">Weekly learnings from working on B2B content &#038; SEO for dozens of companies.<\/p>\n<div style=\"width:500px; max-width:100%; margin:auto;\">\n<!--[if lte IE 8]>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\n<![endif]-->\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script>\n<script>\n  hbspt.forms.create({\n\tregion: \"na1\",\n\tportalId: \"534705\",\n\tformId: \"df425270-4417-4cb4-8d5c-3cb1236ed46c\"\n});\n<\/script>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Listen to the Podcast In this episode of The Long&#8230;<\/p>\n","protected":false},"author":5,"featured_media":6232,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[44,25],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-6231","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-the-long-game","8":"category-seo"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Chairman and CEO at Yext) - Omniscient Digital<\/title>\n<meta name=\"description\" content=\"Michael Walrath (Yext) unpacks the AI-driven shift in brand visibility, structured data, and why marketers must prep for an agentic, zero-click web.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/beomniscient.com\/blog\/michael-walrath\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Chairman and CEO at Yext)\" \/>\n<meta property=\"og:description\" content=\"Listen to the Podcast In this episode of The Long Game Podcast, David Ly Khim interviews Michael Walrath, CEO and Chairman of Yext. Known for building and\" \/>\n<meta property=\"og:url\" content=\"https:\/\/beomniscient.com\/blog\/michael-walrath\/\" \/>\n<meta property=\"og:site_name\" content=\"Omniscient Digital\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-03T12:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-17T14:09:25+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/beomniscient.com\/wp-content\/uploads\/Copy-of-The-Long-Game-Episode-Cover.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2048\" \/>\n\t<meta property=\"og:image:height\" content=\"1152\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"David Khim\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:site\" content=\"@beomniscient_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"David Khim\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/michael-walrath\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/michael-walrath\\\/\"},\"author\":{\"name\":\"David Khim\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#\\\/schema\\\/person\\\/c589a59253936063f61c1858dd52c115\"},\"headline\":\"Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Chairman and CEO at Yext)\",\"datePublished\":\"2025-09-03T12:00:00+00:00\",\"dateModified\":\"2025-09-17T14:09:25+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/michael-walrath\\\/\"},\"wordCount\":420,\"publisher\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/michael-walrath\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/beomniscient.com\\\/wp-content\\\/uploads\\\/Copy-of-The-Long-Game-Episode-Cover.jpg\",\"articleSection\":[\"Podcast\",\"SEO\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/michael-walrath\\\/\",\"url\":\"https:\\\/\\\/beomniscient.com\\\/blog\\\/michael-walrath\\\/\",\"name\":\"Media Strategy, Ad Tech, and the Future of Search with Michael Walrath (Chairman and CEO at Yext) - 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