The Near Memo

Send us a textGBP Call History’s History - What does it say about Google?Google Business Profile Call History has been problematic from the start because it made the business of calling a business more like roulette. When it disappeared after months of barely functioning every thought it had been nuked. But it's back. Its chaotic development, its checkered history, the lack of communication around it speaks to all of the things that Google does poorly and why any smart business would not put such a critical piece of infrastructure in Google’s hands. Bright Local Local Business Discovery and Trust Report: Brightlocal’s second discovery and trust report surveyed 1100 users in the US and looks at everything from the impact of inaccurate listings to which social sites searchers trust. People still trust Google and Google Maps while trust in Facebook, Yelp and the others is much much less. How will Google’s SGE impact local search and what will it deliver?Google’s Bard strategy of taking generative AI as a search tool into their productivity and assistant tool makes sense. But what of the Search Generative Experience in search? The test is coming to end in December and we ask exactly what can we expect and what should we think about as it relates to local 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.NearMemo Ep 132Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textBulk Dashboard Comeback?, GBP listing cleanup, Alternatives to Google searchSegment 1 Title (100 chars):  Will GBP rescue the multi-location Business Profile Manager dashboard from the trash bin?Google recently added a new functionality to the Business Profile Manager dashboard: they upgraded the bulk Insights download to match the data points available in the API and the Google Maps editing interface. Is this an indication that Google is finally dusting off the dashboard and is going to make it fit for service? GBP listing cleanup & more rigorous verification → less fraud but more work for honest businesses:  Over the past 15 years Google largely allowed fake businesses and fake reviews to persist in the Google Maps index. Starting 2 years ago Google started, finally, cleaning up listings and reviews. They have subsequently implemented more rigorous verification standards If Apple builds it (a search engine) will they come (from Google)?Roughly half of consumers are not satisfied with Google search. Apple, in recent testimony, claims to not be interested in building a search engine because Google is so good. And yet rumors persist that Apple has been doing the do to actually build a search engine. Google meanwhile with Bard and Google Assistant and hardware upgrades is trying to capitalize on the 45% that are Google devotees. 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.near memo ep 131Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a text “Clicks Are Not a ranking signal” except that they are: If we have learned anything over the years with Google it is that you need to take with a huge grain of salt. While they might not lie, they have such narrow definitions and unstated assumptions that you really don’t know what they mean. Recent evidence in the antitrust case reveals that to be more true than ever.  Google Comments on Review Fraud: “We are the victim here”:  In a shameless example of self interested BS Google suggested that the FTC should focus on the buyers and sellers of fake reviews in their new rule and NOT the platforms that caused the very problem. Given that Google did very little about fake reviews for over a decade and created the very incentives that they now blame merchants for taking advantage of, the FTC should look to both the buyer and sellers of fake reviews AND to the platforms that have caused the problems. Bard extensions - Google’s local and travel data creates better AI experience:  Google has indicated that there will be a number of extensions from both themselves and 3rd parties to enhance Bard. This past week we saw the introduction of Google’s Maps, airline & hotel information into Bard. It seems that this is both a good way to limit the “hallucinations” of generative AI AND to extend their search prominence directly into their productivity tools. 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.near memo ep 130Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a text What Is Content?:  Purna Virji and I discuss what motivated her to write the book, how she defines “content” and why she took a very expansive approach to content strategy and marketing. She also discusses the foundation of great content and what digital marketers can learn from traditional marketing. Creating ‘High Impact’ Content: What exactly makes a “high impact” content? How do you differentiate your content, especially in a B2B context? Virji explains how to find the overlap between internal company needs and customer needs as the sweet spot and starting point for content marketing. Why you need to start with measurement and why marketers should always choose quality over quantity. Finally, how do you decide which channels and formats to pursue in a world of expanding content demands? AI and the Future of Content:   AI will have a major impact on content marketing. Will it usher in a golden age or a tsunami of mediocrity? Will organizations downsize content departments but maintain the same output expectations? Can AI-generated content be differentiated? We also discuss SEO and why there’s a gap between “create content for people” rhetoric and the “facts on the ground.” Virji is ultimately upbeat and optimistic about the future and ends with a three-pronged framework for creating better 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.near memo ep 129Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textThe 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 happeningThe 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.near memo ep 128Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textUpcoming Google Anit-trust case unlikely to change much of anything: Google’s antitrust case is starting next week. Google filed for a summary judgment and some of the issues were decided in their favor. Only two remain; The payment to Apple as the default iPhone search engine and whether Google uses Search Ads 360 to thwart competitors. Even if the case is decided against Google, it is unlikely to change much in the world of search. GBP support finally introduces a form to dedupe listings in Google Maps:  One of the long standing issues in managing large multi-location businesses in Google is the frequent occurrence of duplicate listings and historically, no easy way to get them merged. Now, likely in response to increased European regulations, Google has introduced a simple form to report and hopefully nuke listing duplicates. When combined with a product like Whitespark GPB duplicate notifications there is a real chance that  large multi-location businesses, particularly hospitals and clinics, can actually get their duplicates under control.When searching, consumers consider many results:  It has long been thought that the click through curve on the front page of Google was very, very steep with users primarily clicking the #1 result, fewer clicking on 2 and 3 with virtually none going  beyond that. Our behavior research suggests that user behavior is much more complicated than that and that they will often examine 3, 4 or even 10 results if the local decision is important enough. 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.near memo ep 127Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textLocal SEOs wonder whether searchers actually enter the Local Finder from the Pack results. We often think no but our research indicates that not only do searchers enter the Local Finder on a regular basis, they also scroll deep and often pick a business not in the top three. Local link building is hard but NearMedia research indicates that even in competitive markets in competitive categories it only takes several great local links to compete. Google has created a world where focusing on search optimizations has rewarded businesses who have invested in SEO. Yet they consistently lecture users about the need for user centric content. The reality is that there is a great deal of hypocrisy on the part of Google in these matters. How should they deal with this reality?Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textHow SMBs buy services:  Despite what we may think, neither word of mouth nor social are how small and very small businesses buy payment solutions. Search was where it was at. This survey likely can be extrapolated to any SAAS product or service. While it takes longer and is harder to gain search traffic, search and SEO ultimately pays off if you are trying to reach the SMB audience. DSA is kicking in and we are seeing its impact globally:  DSA and the related P2B regulations become effective at the end of this month. Both sets of regulations require more transparency and accountability for business to business services like GBP. We have seen a number of support form upgrades and processes that enhance the flow of Google support. In Europe businesses are additionally offered the benefit of mediation services. Whether support will actually improve or is this just transparency theater is yet to be determined.  AI generated artwork is NOT covered by copyright:  We are at the beginning ogg generative AI for creative uses AND at the beginning of the process of establishing copyright around the creations generated. The Copyright Office first granted a copyright to a comic books whose images were created by Midjourney and then later reversed itself with respect to the images. They said that since these were created by AI, they're not copyrightable and that you cannot copyright something if there isn't sufficient human involvement. Ultimately these questions will be resolved in the Supreme Court. 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.near memo ep 125Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textGoogle Ambassadors (ie Gig Workers) now staffing GBP support  poorly:  Google Business Profile support has added a new layer of first level support using what they call Google Ambassadors. These are “passionate brand advocates” working as gig workers. While it provides a comforting, warm body to the chat support experience, it is likely to just waste your time. So be prepared to take a winding path to your answer and expect to be passed along without a conclusive solution. New Google feature: Search Generative Experience while browsing:  This new generative AI search feature, adds automatic article summaries to a web page to quickly find the web page’s key points and jump directly to the relevant section to learn more. It works reasonably well on the desktop but is problematic on mobile devices. Google is attempting to insert themselves into your website and to direct users to other searches.  Are AI Generated review summaries the future of platform reviews?Newegg, Amazon and others have started to use AI to create summaries of the typical user review.  It will expedite purchases because people will get the information they need from the review summary without having to read the underlying reviews. It is an idea that possibly will make shopping more efficient and sets a trend that Google will surely follow. 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.near memo ep 124Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textGoogle VS Chat GPT Taste Test:  In blind testing, users appear to prefer ChatGPT search results over Google by almost 2:1. Those are the findings of the test's creator, ClickPop, which requires some caveats. Nonetheless, the outcome suggests the Google brand and familiar UI may be a bigger factor in Google's dominant search position than search qualityGoogle Ad Liaison provided bad pruning advice to CNET:  CNET was "busted" by Gizmodo this week for pruning a bunch of old content. The search liaison for Google came out and said: "Hey, you shouldn't do this. You shouldn't prune your content. The notion that Google doesn't like old content is just wrong". The takeaway from the comment is intended to be "don't prune content", which is a piece of very bad SEO advice. It sounds like CNET is, has a really good SEO team that clearly understands what they are doing. They noted: "Removing content from our site is not a decision we take lightly. Our teams analyze many data points to determine whether there are pages on CNET that are not currently serving a meaningful audience. This is an industry wide best practice for large sites like ours", whatever Google might say.Consumers indicate that reviews are important but do they read them? Our user research in YMYL local categories continues to show that reviews are incredibly important to reviewers; it is the single most mentioned criteria and probably influences even those searchers that don’t mention it.  Yet very few people actually seem to read the reviews and primarily look at the rating stars and secondarily at the quantity. This should be a clarion call for the FTC to ban any review incentives rather than require that they be labeled. 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.near memo ep 123Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/