I assume a couple things would need to be factored in if one was to discuss ranking changes due to Yext cancellation. For example: a lot of listings are not ever indexed in the first place (if not indexed, then they have no use whatsoever by Google, because Google may have no clue they even exist. A lot of listings, though they may be indexed, do not get re-indexed after the listing is corrected/deleted, etc. So if Google doesn’t know of this change, it would make no difference in rankings.
So rankings ‘could’ be affected positively or negatively upon a Yext sync or Yext service cancellation… only if the corresponding listings are indexed and re-indexed in the search engines.
Rankings ‘may’ gradually improve or worsen depending on the re-indexing schedules. That is why I often manually submit the listing URLs to Google to be crawled or removed from their index.
I use two methods:
- Submit: https://www.google.com/webmasters/tools/submit-url
- Remove: https://www.google.com/webmasters/tools/removals
Otherwise it could take Google months to notice there are new citations or that ‘old’ incorrect data has actually been corrected.
For the ‘removals’ I submit those so that it could theoretically help Google to know that the old info should not be attributed to the company’s NAP presence. For example, having unmatched company names via duplicate listings, if I get a bad company name removed, I want to tell Google about it so that they won’t be seeing as much of the ‘old/bad’ name anymore and won’t be attributing that outdated info to the ‘citation uniformity’ factors of my clients’ local rankings.
The removals part is often times more tricky because Google doesn’t like to remove URLs that 301 redirect to a new page. For example, if you get a listing on a venue such as the fictitious Example.com/old-widget-company-inc/ removed, that venue might redirect the listing to a parent category page or city landing page instead of showing a 404 error. Some venues also do not like to delete the listing but instead they redact part or all of the NAP data for the listing. Or they leave the data intact and simply display an ‘out of business’ message or similar for the listing.
If the page to be removed from Google’s index does not throw a 404 error, you can still try to get Google to update their cache of that page based on evidence provided to them. They ask you to enter a word that does not appear on the live page and that does appear in the cached page. If they can verify that the page is in need of a cache refresh, you may be able to get the page removed or updated.