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AI in Local SEO: Challenges and Opportunities:
We dive into how AI is reshaping local search. Key insights from Andrew Shotland’s analysis reveal that Google’s AI overviews appear inconsistently in local searches, mainly showing up for broader queries, while lower funnel searches rely on the local pack. New platforms like Perplexity, with licensing from Yelp, seem to offer promising results for complex local queries, potentially challenging Google’s dominance in local search.
Apple Siri Finally Gets Local Search:
Mike showcases Apple’s upgraded Siri new features in iOS 18.1 that demonstrate a largely hidden but significant leap in local search capabilities. By allowing for text input and recognizing contextual cues, Siri can now provide tailored local results from any screen. Apple is taking a calculated approach to search and AI, suggesting it could take one of several directions. Long haul they appear to be banking on AI based search becoming a dominant model. They appear to be gradually developing a more functional search alternative. For it to be successful Apple needs the new SIRI to be successful and to increase its visibility. Apple, though recognizes that the change to new search modalities might take three to four and they are apparently leaving themselves open for appropriate partnerships if they lose Google’s ~$20 billion search payment.
ChatGPT's Growing User Base and Implications for Google:
ChatGPT's is experiencing escalating popularity as a search tool, with survey data indicating that nearly half of respondents use it weekly. This rising trend hints at a shifting search landscape, though Google’s latest earnings suggest minimal immediate impact. Google’s has made strategic AI cost reductions and is investing heavily in expanding capabilities, reflecting its response to AI-driven competitors like ChatGPT
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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Introduction and Background (00:01 - 10:30)
The conversation opens with Greg Sterling introducing Raj Singh, the founder of Soloist.ai, an AI-powered website builder targeted at small businesses and freelancers. Raj shares his background as a serial entrepreneur, highlighting his previous ventures, such as Pulse, acquired by Mozilla, and his journey through the tech landscape from file-sharing companies to AI-driven website creation. This segment sets the stage by exploring Raj’s entrepreneurial journey and interest in simplifying website creation for non-technical users.
Soloist.ai’s Purpose and Unique Features (10:30 - 39:00)
Raj delves into the features and goals of Soloist.ai. Unlike other website builders, Soloist.ai focuses on simplicity, eliminating design paralysis by limiting customization options and streamlining the site creation process. The platform is tailored for solopreneurs and small businesses needing a fast, functional web presence. Raj discusses Mozilla’s support and Soloist’s AI capabilities, enabling users to build single-page sites quickly. The conversation also touches on Mozilla’s broader mission to avoid dark patterns and keep the product free from hidden fees, making it accessible to freelancers and small businesses.
Future Directions and Local Marketing Challenges (39:00 - 59:39)
As the conversation wraps up, the discussion shifts to the future of Soloist.ai and the challenges of digital marketing for local businesses. Raj explains plans for monetization through Mozilla’s ad network and potentially integrating tools like invoicing and CRM into the platform. The team addresses concerns about fraud, site security, and SEO strategies, with Raj considering features for long-term growth while maintaining simplicity. Emphasis is placed on the importance of local SEO and building trusted partnerships, ensuring Soloist’s continued utility for small businesses seeking to establish an online presence.This structure highlights key discussion areas, showcasing the potential and challenges faced by Soloist.ai in its goal to support small businesses in a crowded website-building market.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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Apple Expands Business Connect Beyond Brick-and-Mortar:
It was announced that Apple Business Connect will now include a broader range of businesses, such as e-commerce, work-from-home, and service-area businesses. Businesses will still undergo the Apple verification process but will benefit from a consistent brand presence across apps like Mail, Apple Pay and ultimately Messages. While non-brick-and-mortar businesses won't appear on Apple Maps, their verified logos will be visible in key Apple services like Siri and Spotlights, enhancing brand trust within the Apple ecosystem. This move strengthens Apple's position as a trusted platform for businesses and customers alike, despite some limitations for smaller agencies and vendors.
BrightLocal Study: Which Directories Matter?
A recent study by Bright Local revealed that while platforms like Yelp maintain a significant presence in Google search results, the majority of high-ranking directories are vertical-specific, varying by industry. Key directories such as ZocDoc for healthcare and TripAdvisor for hospitality were identified as essential for consumer engagement. The study emphasized the importance for businesses to focus on directories that are relevant to their specific verticals, rather than relying on broader platforms.
SEMrush Acquires Search Engine Land & Third Door Media:
The acquisition of Third Door Media, parent company of Search Engine Land and Martech World, by SEMrush was announced this week. The move has sparked concerns about the potential loss of independent industry voices, with fears that SEMrush may shift focus toward promotional content. However, some view the acquisition as a strategic decision, allowing SEMrush to capitalize on the domain authority of these platforms. It is expected that the move will enhance SEMrush’s reach, particularly among beginner and intermediate SEO users, while maintaining a balance between transactional and informational content.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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Google Tests AI-organized Carousels in Local Search Results for Restaurants & Bars:
Recent test search results for local businesses on Google, particularly restaurants and bars, have been dominated by AI-organized carousels. Searches like “best cocktail bar” now return multiple carousels sequentially down the page, with categories such as rooftop bars, artisanal cocktail bars, and budget-friendly options. These results feature large visuals, ratings, and addresses, allowing users to scroll through various options to view and choose from local listings. Interestingly, the number of carousels varies depending on the location—New York City displayed more than 12, while smaller cities like Rochester and Buffalo showed fewer or none at all, with traditional results like Yelp or Reddit appearing so far down in the search results below the carousels that they are largely invisibile.
Facebook Tests New Local Tab, Aggregating Content from Reels, Marketplace, and Events:
A new local tab by Facebook has been introduced in several U.S. cities, aggregating content from Reels, Marketplace, and local events. This move consolidates previously dispersed local content, aiming to create a more streamlined and engaging user experience. Cities like Austin, New York, and Los Angeles were selected for the initial rollout. While no new content is being created, Facebook is leveraging its existing local data. The strategy is expected to enhance engagement by making local information easier to find, though questions remain about how successful this product will be in the long run.
Google Experiences Significant Decline in Customer Loyalty Rankings Over Past Two Years:
Google experienced the largest decline in customer loyalty among top 100 brands, dropping from 9th place in 2022 to 25th in 2023, according to a list compiled by Brand Keys. The annual report assesses nearly 1,500 brands across 140 industries using consumer feedback. While Google's decline was noted, YouTube rose from 21st to 6th place over the same period. Additionally, ChatGPT entered the list at 49th in 2023 and advanced to 40th in 2024. The rankings, based on customer feedback and loyalty metrics, suggest shifting consumer sentiment despite Google's continued market dominance.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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Google's Place Sites: A Compliance Gesture or A True Shift in Search?
Google is rolling out a new feature called "Place Sites" in North America, following its initial launch in Europe as part of compliance with the Digital Markets Act (DMA). The feature presents a carousel of aggregator search results, such as Yelp and TripAdvisor, prominently placed in top positions for local queries like restaurants. The idea is to redirect traffic to competitors to address accusations of Google self-preferencing. However, our testing shows that user engagement has been very, very low, with people rarely interacting with the carousel despite its visibility.This could be a preemptive move by Google to fend off similar regulatory pressures in North America, where laws against self-preferencing are still in discussion. Or it might be part of a larger strategy to boost Google’s new AI-organized search results that keep users within Google’s ecosystem. By offering the AI-refined, visually driven search results, Google could be aiming to increase search volume and maintain its dominance in the market. That all being said, the Places Sites feature is seen more as a compliance gesture than a game-changer for user experience.
Allure Aesthetics' Review Fraud Highlights Google's Inaction & Continuing Consumer Harm
Allure Aesthetics, a plastic surgery clinic in Seattle, has been caught in a major review fraud scandal. After being convicted in 2024 for illegal review practices—such as forcing patients to sign NDAs to prevent negative reviews and having employees post fake ones—Allure was fined $5 million. Despite this, Google has taken little action to remove the fraudulent reviews from its platform. As of now, the clinic still ranks highly in search results with an impressive 4.8 rating based on over 900 reviews, many of which were accumulated during the period of fraudulent activity.Despite plenty of media coverage and efforts to report the fraud, Google has not removed the questionable reviews or penalized the clinic in its local search results. The scandal underscores a larger issue: Google’s inconsistent approach to handling cases of review fraud, even when businesses have been legally penalized.
FTC Targets AI Tool Rytr for Enabling Fake Review Generation
The FTC has taken action against Rytr, an AI-powered writing tool, accusing it of facilitating the creation of thousands of fake reviews. With a simple interface that allows users to generate human-sounding testimonials at scale, the tool has enabled some subscribers to produce over 10,000 reviews each. The FTC's complaint argues that the tool’s only practical use is to produce deceptive reviews, leading to an enforcement action that requires the company to shut down its review-generating functionality and undergo 20 years of monitoring.The case has sparked debate, with some FTC members arguing that the action is based on hypothetical harm, while others emphasize the risk of AI tools being misused for fraud. The FTC's move raises questions about the broader role of AI in generating content and its potential to facilitate large-scale review abuse, with concerns growing over how much consumers can trust online reviews in the face of increasing fraud.
AI Notes: These summaries were written by ChatGPT from transcripts of the recording. They were checked for accuracy and rewritten for tone. But if you disagree with the results, take it up with Open AI.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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How Individual Hotels Can Win in EU Search:
Our research on hotel searches in Europe, revealed that Booking.com dominated user clicks, especially through ads, while Google's Hotel Finder and Business Profiles saw significantly fewer interactions. One surprising discovery was the prominent role of ads, with over 50% of mobile clicks going to ads, particularly Booking.com.We explore how Google’s algorithm and ad strategies favor aggregators like Booking, rather than individual hotel brands, who do however have an ad opportunity with the new(ish) carousel ad and the Google Business Profiles for visibility. While Booking.com often dominates ad spots, the landing pages sometimes confuse users by showing lists of hotels instead of the specific property clicked from within the Google Hotel Finder.
Google Updated Spam Guidelines: Helpful or FUD?
We discuss Google’s recently updated spam guidelines for web search. The new policy defines spam as content designed to deceive users OR manipulate Google’s search systems for higher rankings. While the term “deceive users” is clear, the use of “manipulate,” could be interpreted broadly to include legitimate SEO practices aimed at improving visibility.How should businesses and agencies react when dealing with Google spam guidance? Google has a history of FUD. Both groups should be aware of the risks of pushing the limits of SEO. If you're focused on providing real value to users, the risk of penalties remains low, but it’s critical to stay aware of evolving rules.
When & What are we likely to see in the Yelp antitrust case against Google?
The Yelp case accusing Google of unfair business practices, specifically using its dominance in local search to disadvantage competitors like Yelp could provide plenty of insights which may uncover data related to Google’s local search algorithms.Yelp argues that Google’s local search and local ads operate as separate markets, using a unique algorithm and data set. However, like the Epic Games case against Google, it could take as long as three years for the case to actually go to trial and several more years to explore penalties and file appeals.
That being this case could impact future legislation, especially in light of the EU’s Digital Markets Act and its approach to regulating tech giants like Google.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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Google Testing Review Badge of Shame & More in UK for Review Abuses:
Google has rolled out a new review “badge of shame” and a new help document titled "Business Profile Restrictions for Policy Violations," introducing stricter actions for businesses engaging in deceptive review practices. Currently being tested in the UK, the policy includes a tiered system of penalties, such as preventing new reviews, unpublishing existing ones, and displaying a "badge of shame" for businesses caught with fraudulent reviews. This marks a shift in Google’s approach, as they historically removed fake reviews without directly accusing businesses of wrongdoing.
The penalties, though designed to improve review integrity, raise concerns about fairness, particularly for businesses that may be falsely flagged. Google has implemented an appeals process, offering business owners a chance to contest these restrictions. However, with previous experiences showing delays in review processes, some wonder how effective the system will be. This effort aligns with broader global regulatory pressures, such as the UK's push against fake reviews and potential influences from European legislation like the Digital Services Act (DSA).
Google’s Antitrust Travails: What’s at Stake in the Latest Legal Battle?
Google is currently facing its second antitrust trial, focusing on its ad-tech dominance. The trial, now in its second week, follows an earlier case where Google was found to be an illegal monopoly in search and text ads. This new case explores the workings of Google's ad exchange and network, with internal documents revealing questionable practices like taking premium cuts from advertisers. Central to the case is how the market is defined—if Google can argue for a broad market with competitors like Amazon and Facebook, it could escape further liability. However, if the market is viewed more narrowly, Google may face more significant consequences, including potential divestitures of its ad business.Beyond legal outcomes, this case, coupled with Google’s aggressive internal strategies, is tarnishing the company’s public image. Wall Street has already priced in potential legal losses, showing expectations of a major financial impact from a loss. Additionally, these trials may open the door to more lawsuits, including cases like Yelp's, which could bring greater visibility into Google's local search dominance.
Digital Agencies Highlight Disconnect in Local Marketing Priorities:
In a recent survey of nearly 300 digital agencies, a mismatch emerged between the services offered and what agencies perceive as client demand. Agencies commonly offer web design, social media marketing, and SEO, but client demand also includes email marketing and brand marketing—services not prioritized by many agencies. This gap raises questions about how well agencies understand their clients' evolving needs, particularly in small business marketing.
Small businesses also show a surprising lack of attention to crucial tools like Google Business Profiles (GBP) and review management. Despite the importance of local search and reputation management, only a quarter of businesses actively manage their profiles, a disconnect made more mysterious given that business owners frequently use Google for their own research. The data suggests a broader education gap around how these digital tools influence visibility and growth, with many small businesses over-relying on social media while underestimating the value of search and reputation management.
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Google and Booking: The Symbiotic Gatekeeper Relationship in European Hotel Search -
We dive into our recent user behavior research findings about hotel searches in Europe. We recruited 100 users each from Spain, France, and Germany, asking them to find hotels in Paris or Rome, and observed how they interacted with Google's search results.
The European hotel market is quite distinct, with behavior in hotel searches differing drastically from other verticals, as well as across countries. This, coupled with Google’s persistent self-preferencing, poses challenges for fair competition.
EU Court Upholds €2.5 Billion Fine Against Google: Antitrust Ruling Could Shape Future Regulations:
In a landmark decision, the European Court of Justice upheld a €2.5 billion fine against Google for antitrust violations in its Shopping Search case. This ruling marks a significant win for regulators, setting the stage for broader action against Google's self-preferencing practices across multiple sectors.The case, which dates back over a decade, focused on Google's practice of promoting its own shopping services at the expense of competitors. Despite Google's appeal, the court sided with regulators, reinforcing the original decision. While the fine represents a small fraction of Google’s revenue, the ruling sends a strong message about the EU's determination to hold tech giants accountable.
The key takeaway? The court highlighted that Google's use of "boxes" in search results, which showcase its own services prominently, was a major factor in the decision. This could have serious implications for other verticals like local and hotel search, where similar self-preferencing behavior is prevalent.
Moreover, the Digital Markets Act (DMA) gives the EU further tools to regulate Google’s behavior across sectors. Fines under the DMA could reach up to 20% of global revenue for repeat violations, raising the stakes significantly.
With this ruling in place, it’s clear that European regulators are prepared to push harder on Google’s dominance, not just in shopping but across the entire search ecosystem.
Leveling the Playing Field: Remedies for Google’s Self-Preferencing PracticesIn the ongoing conversation about Google's self-preferencing, the focus turned to potential remedies in light of mounting regulatory pressure. We discussed various solutions that could address the issues raised by Google’s dominance, particularly in light of the European Court of Justice ruling.
Ultimately, the team concluded that Google's self-preferencing creates an unfair advantage for itself and other monopolistic platforms. Remedies should focus on leveling the playing field, encouraging competition, and limiting Google’s ability to monetize every user interaction. As regulation heats up, Google’s dominance across industries—especially in search—faces significant challenges in the coming years.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
Ep 174 Near MemoSubscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/
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Google Review Fraud Landscape (10:04):
Estimates that 18% of reviews across various platforms are fake.Home service industries, such as locksmiths, moving companies, and HVAC, are heavily affected.Legal sector is also impacted, with fake reviews prevalent among personal injury, criminal defense, and DUI lawyers.LSA Review Fraud (21:25):
Lead generation scammers are stealing business from ethical businesses using fake LSA reviews.They overcharge consumers and use higher ad revenue to improve their bidding strategy within LSA dashboards.Google's LSA program is designed to give consumers confidence in businesses by elevating them above spam and fraud, but it has not been successful.Practical Advice for Business Owners to Cope With Fake Reviews (40:50):
Gather evidence of fraudulent activity, such as fake reviews or stolen business licenses, to build a strong case.Report fake reviews to Google through the proper channels, but be aware that Google's response may be slow or ineffective.Consider legal action against fraudulent businesses, as it may be a violation of racketeering laws in certain jurisdictions.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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LSA Increasingly relying on GBP Features:
We delve into Google's ongoing “fixes” of LSA features, where reviews and booking tools for LSAs are being integrated from GBP. This move is seen as an attempt to streamline operations and reduce costs, especially in light of Google's recent staffing cuts as well as improve LSA’s ineffective review moderation. While operational efficiency might improve, Google’s tolerance of abuses in GBP means that the risk of review fraud in LSAs will persist.
Google Maps Gets a Makeover: Sleeker Design, but More Ads?
Google's latest aesthetic changes to Google Maps, which have rolled out across both mobile and desktop platforms, includes subtler colors and smaller, rounder pins that make the interface resemble Apple Maps. While the changes make the map less cluttered, they also seem to highlight ads and promotional content more prominently. This shift has led to concerns that Google is prioritizing monetization over user experience, as irrelevant ads are now more noticeable on the map.
Yelp Takes on Google: Antitrust Showdown Over Local Search Dominance
Yelp's recent antitrust lawsuit against Google, filed in federal court in Northern California, accuses Google of abusing its market position in local search, echoing similar claims made in the recent DC Circuit case where Google was found liable for antitrust violations. Yelp argues that local search is a unique market, separate from general search, and claims Google unfairly pushed its own products, like the "local pack," at the expense of competitors like Yelp. The lawsuit highlights how Google's dominance in local search reviews and advertising has stifled competition, a move Yelp sees as detrimental to the broader local ecosystem.The discussion also touches on the broader implications of this lawsuit for Google, which is already entangled in multiple antitrust battles globally and Yelp's timing might be strategic, capitalizing on the recent legal momentum against Google. With the case potentially setting a precedent in defining local search as a distinct market, the outcome could have significant repercussions not only in the U.S. but also in Europe, where Google has argued against treating local search separately.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
NearMemo Ep 172Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/
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Google's PR Smoke and Mirrors: Old GBP Phone Hacking Problems Persist Despite Promises:
Spammers and scammers have been able to hijack business phone numbers on Google listings with alarming ease, despite Google's assurances that such problems were swiftly resolved. We conducted an experiment, changing a listing's phone number through a fake business listing. The results were shocking—within minutes, the suggested phone number change was accepted, largely due to the high trust Google places in frequent editors, even those located halfway across the world.This raises serious concerns about Google's handling of user-generated edits, especially when considering real-world implications, like the previous hijacking of major airlines' contact numbers. Despite Google's claims of quick fixes, the reality shows a continued vulnerability, with significant consequences for businesses globally.
Cracks Down on Fake Reviews with New Readily Enforceable Rules:
In a significant move, the FTC has officially banned fake reviews and testimonials with a new rule that allows for fines up to $50,000 per instance of abuse. This rule, unlike previous guidelines, has the force of law, giving the FTC more teeth in combating fraudulent online practices. The rule targets a range of deceptive behaviors, including AI-generated reviews, purchased reviews, and insider testimonials.Despite the tough stance, enforcement is expected to be limited, focusing on the most egregious offenders. Smaller players and offshore review farms might continue to operate with little fear of repercussions. The new rule marks progress, but without stronger regulations on platforms themselves, the battle against fake reviews is far from won.
Segment 3 Title: SearchGPT & the Future of Search:
SearchGPT, still in its early stages, has shown promise in handling informational queries but lags behind Google in delivering robust local search results. Meanwhile, Apple’s strategic moves, such as making Apple Maps available on the web, signal its growing ambition to challenge Google’s dominance, possibly partnering with OpenAI to integrate local data into SearchGPT.As Google faces antitrust scrutiny, the future of its lucrative default search deals with Apple hangs in the balance. The potential for divestitures of key assets like Chrome or Android could reshape the industry, but any significant changes are likely years away. With the rapid evolution of AI in search, the next few years could redefine how users interact with these platforms, setting the stage for a new era in digital search.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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The Role of Brand in Seo:
We speak with guest, Mordy Oberstein on the role of branding in SEO, particularly how it has re-emerged as a significant factor in conversions and SEO. We explore the interaction between brand and user experience, and the introduction of Google’s emphasis on brand in its algorithms.
Brand Differentiation and Local SEO:
We delve into how brands differentiate themselves in the marketplace, particularly in local SEO contexts. What are the challenges small businesses face in building brand recognition? How do brand elements like reputation and local engagement impact SEO performance?
Practical Approaches to Brand Building and the Role of AI in Content Creation:
We focus on practical advice for SEO professionals on integrating brand-building strategies into their work. Mordy also explores the role of AI in content creation, highlighting the potential benefits and pitfalls of using AI tools in a strategic and controlled manner.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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Google's Local Business Service Woes: Persistent Bugs and AI-Driven Layoffs Spark Concern:
There have been ongoing support and technical issues with Google Business Profiles. Major bugs affecting local business profiles have persisted for months and in several cases years, including image misassignments and overzealous suspension algorithms that remove legitimate reviews. Google's support and engineering teams have struggled to resolve these issues, partly due to significant layoffs aimed at funding AI projects. While Google’s local business services might not generate significant revenue for Google, they are crucial for the company's differentiation in the market. Is Google killing the goose by milking traditional resources for income and not investing enough to stay ahead of the competition.
CNET's Future Under Ziff Davis: Challenges and Google Opportunities/Difficulties Post-Sale: Red Ventures recently sold CNET to Ziff Davis for around $100 million, a significant loss from the $500 million purchase price. Despite Red Ventures' strong SEO and digital product expertise, CNET struggled due to aggressive content strategies and controversies over AI-generated content. CNET, once a trusted tech review site, saw its reputation and traffic decline. Factors like Google's increased emphasis on shopping ads and affiliate revenue pressures contributed to CNET's struggles. The sale to Ziff Davis is viewed as a positive move, but the site's recovery remains uncertain and tracking whether CNET can recover in the SERPS is worth following to see if a well managed, strong domain with good content can overcome Google’s algorithmic whims.
Google's Antitrust Remedies: Implications for Apple, Mozilla, and the SEO Landscape:
What will the repercussions of Google's recent antitrust liability be?. The potential remedies, such as breaking up Google, ending exclusive default search deals with Apple, and implementing data-sharing practices, all have limits and issues. The big question will be the impact on Apple and Mozilla if Google’s default search deals are prohibited. Apple has the potential to develop a robust search engine, considering its existing search index and AI advancements. Perhaps we are seeing the outline of that via Apple’s announced relationship with ChatGPT. Given that the settlement could take 4 years and a similar amount of time for Apple to fully implement generative AI across their full user base, changes to the landscape will be slow in coming. The long-term effects of these potential regulatory changes could impact Google's market dominance. For now and the immediate future, SEO’s need not worry as things will change little and when they do it will be slowly.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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Segment 1: OpenAI & MindTrip bring AI to search, will it matter?
Last Thursday, OpenAI made waves with an announcement about Search GPT, a prototype aimed at revamping the search experience for ChatGPT users. Promising a two-column format, it aims to ease the search process and challenge traditional search engines like Google. The prototype has the potential to streamline user experience while emphasizing publisher control and cooperation.
In related news, a new travel bot, MindTrip, emerged, offering a conversational approach to travel planning. Users can refine searches for hotels, activities, and dining options, echoing the AI-driven trip planning Google showcased at their IO event.
Clearly Google has the mindshare, the consumer usage AND the knowledge graph to fend off these new competitors, but Google’s increasing contradictions and emphasis on income rather than user experience may hurt them.
Segment 2: Google’s Search Shenanigans: Boosting Numbers with Tricks?
Is Google might be artificially inflating search volumes? One tactic involves generating new URLs for actions like clicking reviews in business profiles, which counts as additional searches. Another strategy is tweaking ad displays to change when users return to the search page, boosting ad inventory without increasing actual searches.
This behavior coincides with Google’s internal goal of increasing search volumes, potentially to impress Wall Street. However, this approach might be backfiring, frustrating users who have to perform multiple searches to find relevant information. This shift towards prioritizing revenue over user experience raises questions about Google’s long-term strategy and the potential need for new leadership to refocus on user satisfaction. How sustainable are these tactics?
Segment 3: Can You Boost Google Local Rankings via Engagement?
Recent revelations from API leaks and DOJ findings highlight that Google uses click-through rates and on-site engagement as primary metrics to rank sites, contributing up to 30% of a site's ranking factors. This suggests that improving user interaction—like enhancing title tags, adding images, and boosting on-site engagement—can significantly impact search rankings.
Does Google use similar engagement metrics to influence local business rankings? Actions like users interacting with business profiles, scrolling through images, and reading reviews might boost local search visibility. While photos play a critical role in attracting user attention, reviews and specific content like menus or price information can drive deeper engagement, do they potentially also elevate rankings?
This underscores the importance of comprehensive competitor analysis to identify effective content strategies, ensuring businesses stay ahead in the local search game. As Google prioritizes engagement metrics, businesses must understand and cater to user desires on a category by category basis going forward.Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/
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SEOs need to reframe how search ranking works - click thru data being the most important factor:
Click data is a cornerstone of Google’s ranking algorithm, as highlighted by recent DOJ findings. Google uses its heavy reliance on click data to grasp new trends swiftly as well as to “understand” page quality.
Traditional SEO elements like title tags, meta descriptions, scheme, great photos and content provide enduring value but with a new twist. These elements are tools to drive clicks and engagement and thus ultimately drive higher rankings.
Google Doubles Down on Tried & True Income Generators:
Big changes are happening in the search results whether its AI overviews, Bing’s Generative Search, Reddit’s exclusive relationship with Google and decision to exclude others and all seem related to the rollout of AI on Google. But Google’s has been scaling back AI overviews due to high costs and the need for better monetization. With AI responses being expensive, Google’s focus is shifting towards proven money makers like YouTube, Merchant Center and Local results. Krum highlighted Google's continued play on its “micro moments”—know, go, do, buy—each tied to different monetized Google services.
Is Voice Search Set for a Comeback? SEOs Should Stay Calm and Test:
With the evolving landscape of voice search and AI assistants, improvements in natural language processing and better ML programming could solve past issues, such as background noise interference. While voice commands for simple tasks like turning on lights or adding items to a shopping list have become second nature, using voice in public or work settings still feels socially awkward.Cindy Krum emphasized the expansive nature of what constitutes a "search" in Google's eyes. A simple voice command involves complex data retrieval and context understanding, transforming voice interactions into a broad and intricate type of search. This perspective shift means SEOs might need to rethink their strategies to include optimization for these varied and nuanced queries.
While voice won't ever entirely replace screen-based interactions, its role could significantly expand if user experiences improve. Despite past disappointments with voice technology, there's cautious optimism that advancements could lead to broader acceptance and use.
Cindy advised SEOs to stay calm amid Google's rapid and sometimes erratic changes. She recommended continuing with proven strategies while experimenting with new platforms and search engines. The consensus was clear: it’s a volatile time in SEO, but understanding and adapting to these changes is crucial for future success.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
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In this extended episode of the Near Memo, Greg Sterling , Joy Hawkins, Darren Shaw & Mike Blumenthal explore the role of generative AI and how it has evolved one year after CHat GPT was released. We cover:
Experiences and opinions on the use of AI tools like ChatGPT in SEO and content creation.The effectiveness of AI in different aspects of agency work, including creative tasks and data analysis.The influence of AI on the quality of content and the evolving nature of SEO strategies.Perspectives on the future impact of AI on the SEO industry and the role of agencies.How Local SEO agencies use AI to improve client content:
Content Creation Challenges with AI: Contrary to initial expectations, AI has not replaced content writers. While it is used for drafting and repurposing content, AI-generated articles often require extensive human editing, especially for factual accuracy and coherence.Content Refinement and Repurposing: AI excels in transforming existing content into different formats, like converting a list into a blog post or a blog into a script. This minimizes the editing work required.Efficiency in Post Creation: AI has been particularly effective in generating social media or Google posts, reducing the time and mental effort involved in content creation. This includes automating tasks like emoji placement in posts.How Local SEO agencies explain AI to their clients:
AI in Client Communication: Both Sterling Sky and Whitesoark are transparent with clients about their AI usage, addressing concerns about potential negative impacts on SEO performance. AI is presented as a tool for idea generation and preliminary drafting, not as a primary content creator.Client Engagement with AI: Clients are generally receptive and interested in AI's role in content creation. The emphasis is on AI as an assistant that complements human skills, ensuring quality and originality in content.Cost Implications: There have been no significant shifts in pricing structures due to AI efficiencies. The focus is on using AI to maintain or reduce costs rather than altering client fees.Local SEO Agencies & their AI future:
AI as a reporting super power: extracting meaningful insights from large data sets for clients.Long-Term Impact on Staffing and Skills: Agencies do not foresee AI replacing human staff. Instead, AI is viewed as a tool that enhances staff capabilities. Concerns about AI causing dependency or de-skilling are noted, but the overall sentiment is optimistic.Future of AI in Local SEO: AI is expected to lead to more efficient workflows and better quality content. Agencies anticipate a growing divide between those heavily reliant on AI and those favoring a balanced, human-centric approach. AI's role in data analysis and automating repetitive tasks is highlighted, enhancing both client service and internal processes.ChatGPT's Review Insights
Experiences and opinions on the use of AI tools like ChatGPT in SEO and content creation.The effectiveness of AI in different aspects of agency work, including creative tasks and data analysis.The influence of AI on the quality of content and the evolving nature of SEO strategies.Perspectives on the future impact of AIS
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Seattle surgeon pays $5 mil fine for review fraud; What responsibility does Google have?
Allure Esthetics and its owner Dr. Java Sagan, were convicted of violating the Consumer Review Fairness Act. They forced 21,000 clients to sign agreements preventing them from leaving honest reviews and engaged in additional deceptive practices like paying for the removal of negative reviews and posting fake ones.Despite a $5 million fine, Allure Esthetics still shows high ratings on Google and Yelp. Google’s failure to address these fake reviews, raises questions about the platform’s responsibility under Section 230, which currently shields it from liability.
This case highlights the need for changes to Section 230 to better protect consumers and maintain trust in online reviews.
Local Search increasingly shows Google GBP results & extensively highlight Google self preferencing
In a recent AI-driven experiment the local results included numerous horizontally scrolling pack of restaurant types and related local categories, with images and reviews. Most all results in this test took users to further Google searches rather than external sitesIn Europe, current local search results showed significantly more Google self-referencing content, raising questions about regulatory compliance. The variations in local search displays across different European countries, suggests that Google's approach might be influenced by regional regulatory strategies.
Despite the heavy Google-centric content, local businesses still benefited from visibility. However, the trend of zero-click searches, where users find all needed information without leaving Google, highlights the increasing prominence of Google's own services in local search outcomes.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
Ep 165Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/
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The big picture of review fraud - who does it and why:
We explore the full range of review fraud from fake positive reviews, black hat negative reviews and review extortion with Curtis Boyd of the Transparency Company. How widespread is it, is it growing, which categories are most likely to participate in it and why.How to deal with fake review attacks and competitors who use fake reviews:
If you are an honest business can you compete in a world rife with review fraud. We discuss how to deal with fake review attacks and how to get fake reviews that your competitors have gotten taken down.
The FTC and fake review guidelines and rules:
The FTC has been upping their enforcement game with new Guidelines which set a standard and upcoming Rules which will facilitate their ability to impose fines on buyers and sellers of reviews. The major platforms are largely exempt from any enforcement but their is language in the upcoming FTC rules that makes a business fully responsible for compliance.The Future of Reviews: What will see over the next 24 months in review spam & possible enforcement:
New rules from the FTC and better filters from Google might turn the corner on fake reviews but the lack of FTC resources and the lack of Google’s focus may prevent that from happening
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.ep 164 from the vault ep 128
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Leadferno: a better tools to capture website leads -
Leadferno is a conversion platform designed to transform website visitors into leads through seamless communication tools. Unlike traditional chatbots, Leadferno leverages SMS to facilitate human conversations, which studies show is the preferred communication channel for most people. It’s floating CTAs (Call-to-Actions) on websites encourage visitors to start conversations via text messaging. This approach helps businesses engage more effectively with potential customers by providing a more responsive and preferred communication method.Leadferno offers various tools, including an embeddable contact form that initiates SMS conversations, request call-back options, and links to other lead forms and scheduling tools. It attempts to make businesses easier to work with by enhancing their ability to convert website visitors into valuable leads through better communication options.
Google nuking GBP & Business Messaging costs small developers:
Google's recent decision to axe its business messaging tools—Google Business Profile Chat and Business Messenger— hits particularly hard for niche players like Leadferno, a company that had heavily invested in integrating these tools. The discontinuation forces smaller firms to reconsider future integrations with Google, given the considerable time and financial resources wasted—six months and approximately $100K, in Leadferno's case.While it looks like Google will potentially integrate with WhatsApp or SMS, which could partially mitigate the blow for some businesses. However, for many, the sudden shift means lost opportunities and the need to reallocate development efforts. The most affected were businesses with significant Google Business Profile visibility and multi-location operations, which benefited from centralized messaging and automated replies. These features allowed for quicker customer interactions, a critical factor in Google's ranking algorithms.
Google’s decision, like so many similar ones it has made in the past, leaves smaller, innovative companies grappling with the fallout, forcing them to navigate the challenging landscape of constantly shifting tech ecosystems.
Leadferno Research: Small Business Contact Form Failures -
Leadferno documented the startling inefficiencies of small businesses in responding to online contact forms, a crucial channel for new customer acquisition. The research, encompassing 225 businesses across home services, professional services, and medical sectors, highlights a significant gap between customer inquiries and business responses.Leadferno's Aaron Weiche and his team "mystery shopped" these businesses, submitting highly detailed and strong buying inquiries via their contact forms. The findings are staggering: almost 5% of forms were broken, failing to deliver customer messages entirely. More shockingly, only 15.6% of forms sent an auto-reply, a basic feature that acknowledges receipt and sets customer expectations.
The average response time to these contact form submissions was a lethargic 17 hours and 49 minutes, with professional services responding slightly faster than average, and healthcare lagging behind at over 19 hours. Yet, the most alarming statistic was that 42% of these forms received no response at all.
While small businesses consistently rank new customer acquisition as their top challenge, they are neglecting warm, ready-to-buy leads that land directly in their inboxes. This neglect is even more baffling given the simplicity of the solution: prompt and efficient responses to online inquiries.
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Google Expanding Local Results in the SERPS to the Exclusion of Organic:
While many SEOs have been focused on AI answers and how they are disrupting search, the story in Local search is different. AI Answers have yet to have any impact in Local but Google, over the past several years has dramatically increased their control & domination of the Local SERPS with Local Entity data and in doing so seem to be in the process of banishing organic results…. this is particularly true in Near Me searches and the EU results, which should be treated as the canary in the coal mine.
Agencies and businesses need to double down on real world activities that get reflected on line to succeed in these increasingly entity driven search results.
Cluttered Google Results Decrease Traditional Organic Traffic - How to Cope?
We have often mentioned the increasingly cluttered nature of Google's search engine results pages (SERPs). There has been a significant rise in various elements such as product listing ads (PLAs), image carousels, and video results, which diminish the visibility of organic search results. In a recent client analysis, David found that cluttered SERPs for that client, filled with multiple search features and reduced organic presence, were identified as a likely cause for their declining organic traffic.In a world where Google's shift towards a more modular, AI-driven organization of search results leads to a disjointed user experience, prompting multiple searches to find relevant information, businesses need to adopt a multimodal approach, optimizing their digital assets across various SERP features. This includes using high-quality images with descriptive alt text, leveraging Google Merchant Center feeds for PLAs, and considering broader online channels to build brand visibility.
Google’s AI Overviews Make Search Worse - A Lot Worse:
SE Ranking conducted a study of Google’s AI Overview frequency, finding them present in only 8% of searches, a significant drop from earlier & much higher percentages. This decline is attributed to numerous errors and inaccuracies, causing Google to reduce their usage drastically.Jess Peck's article, "How and Why Google Made Its Own Product Worse," critiques Google's implementation of AI, highlighted inherent flaws in large language models (LLMs) and their unsuitability for delivering factual search results. Google's rushed deployment of AI overviews, driven by competitive pressure rather than product improvement, has led to a compromised search experience. Google should either refine the use of AI in a controlled manner or reconsider its placement within search results to mitigate the negative impact on its brand and user trust.
The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands.
Ep 162Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/
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