The Near Memo Google’s Online Local Ads, Bard & Local SEO, The Impact of Chat on Future of Local Search
Unpacking OLAs: The Pros and Cons of Google's New Ad Type for Local Businesses:
OLAs, a new ad type that appear on the business profile for local businesses, have been formally released. These ads are independent of the business and can be placed by allowlisted companies. Google has a whitelist to get into this program, and the ads can be placed by companies such as Groupon, Michelin, or a hair product company. The ad targets specific products, such as hair treatments, tires, or events, and appear on the business profile of local businesses that carry these products.
From a business point of view, Olas can be problematic since businesses have virtually no control over them. There is no easy way to opt-out of the program, and businesses have to go back to the original vendor running the ad to get taken off the ad.
Bard's Local SEO: Implications for businesses:
David recently conducted an experiment with Bard's local search capabilities. He searched for specific categories of businesses like lawyers, golf courses, and breweries and he found that Bard's results were close to what you would see on Google's local pack and organic search results. However, the results were not exactly the same. Upon further investigation, Bard relied on leading directories like Yelp, Avo, TripAdvisor, and vertical directories to gather its data.
What are the implications for Local SEO and what do you have to do now to be ready for AI driven local search on Google?
The Impact of Chat Engines and Virtual Assistants on the Future of Local Search: Challenges, Promises, and Possibilities:
The future of search is uncertain, but it is clear that search engines will continue to evolve to provide users with the most accurate and relevant results. The integration of chat engines, local search, AI, and virtual assistants may play a significant role in shaping the future of search. The adoption and success of chat engines and virtual assistants will depend on their integration with traditional search engines and the level of trust users have in their results.
How does E-EAT impact AI results? How will Google surface Bard in the context of search? Is the quality ready? Is the layout easy enough to succeed in local?
Disclosure: Note that while the summaries and titles may have (actually were) created by AI the videos are the real deal
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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