The Near Memo

Send us a textWhen should you ask for reviews?Common wisdom in the world of reputation management is that you ask for reviews immediately following a client transaction. Research from the University of Nevada seems to indicate otherwise. But like many things in marketing, it depends. It depends on your demographic, your product or service and likely on the relationship you have with your customer. Test it, is the best advice. Is Google SGE a headfake? With the rollout of Google Search Generative Experience (SGE) Google seems to have staunched the flow of the movement to Bing. But the product is flakey, shows sometimes and not others, provides mediocre results and is generally an unsatisfactory experience. Was this just a way to keep users and Wall Street on board until Bard is integrated with apps and they can better deliver on AI in search? Apple Vision Pro - Truly a vision - With the high price & the size it is easy to be skeptical of Apple’s Vision Pro. Reports from actual users paint a different picture, one of a desktop replacement that seems to provide a metaphor for the next generation of computing. 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 116Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textSegment 1: Activist investor suggests Yelp saleEric Semler of TCS Capital Management  criticizes Yelp for not delivering enough value to its stockholders. He suggests that Yelp should sell itself to Angi, citing Yelp's strong services business and potential for synergy in a merger. While Yelp has found some success in its services business and transitioned to a SaaS model, there are concerns about its long-term viability. Will Yelp survive as a stand alone company?Segment 2: Google Merchant Center Next - a cool product without  market?Google's Merchant Center can be likened to an e-commerce content management system with a focus on generating AI-driven ads. It allows businesses to create products and easily gather information from their websites.Clearly Google is investing heavily in SMB local inventory and this contrasts with the disaster that is GBP.  But while Google's Merchant Center appears to be a commendable product, the challenge lies in identifying its precise target customer. Without a clearly defined target audience, it becomes difficult to determine the success of the product.Segment 3: Bard's Journey as an Alternative to Google SearchBard has been positioning itself as an alternative to Google, offering users an alternative search experience. While it is still a work in progress and may not be at par with Google's capabilities, Bard shows promise for the future. As Bard continues to integrate various components of Google, such as the knowledge graph and maps, it aims to become a robust alternative search engine.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textGBP Image Not Approved, a bug or feature & how to tell: Google Business Profile image upload has long exhibited a bug that prevents images from being published. The problem is that Google uses the exact same messaging for many conditions that lead to Google not publishing the image. How does a business know if they have broken often unstated rules or if they are experiencing a bug?We discuss how to tell and what this really says about Google’s Business Profile efforts. ChatGPT has added plug-ins & the web integration and it sucks: ChatGPT generated excitement and discussions around its impact on search because it was such a great first release. The addition of web access and plug-ins though put a chill over the party as they are slow and cumbersome. This calls into question whether ChatGPT can ever challenge Google? While still useful, this “upgrade” certainly doesn’t threaten Google’s position and seems more hype than improvement. Yelp integration with Google Reserve reflects their weakened position: Over the past several years, Yelp has sought to diversify revenues away from advertising, including through new merchant fees and SaaS tools. In the latter category, Yelp Guest Manager, its front of the house system for restaurants, is integrating with Toast and Reserve with Google. Yelp, despite their size and public stature, currently only has ~10,000 restaurants using their Guest Manager product and it barely impacted Yelp’s bottom line. The fact that they chose to integrate with Google speaks volumes. 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 114Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textGoogle I/O - How to make the interesting seem mundane: We discuss the highlights of Google I/O, focusing on search and local search. While the hardware announcements, such as the foldable phone and affordable Pixel, were interesting, the overall event lacked excitement and vitality. The emphasis on AI felt overplayed, and some announcements seemed more suitable for a Wallstreet audience. Despite this, there were notable features like the integration of the knowledge graph into Google's search tool, Bar. While Google I/O seemed more geared towards impressing the market than delivering groundbreaking innovations it is clear that Google has put a stake in the AI ground and Search with AI and with that their war with Bing, ChatGPT and even Tik-Tok has been declaredGoogle search and AI = SGE:  Google introduced two new features in their search results: an AI snapshot and an expanded version of Bard. The AI snapshot provides a generative AI description of potential models, along with shopping ads and follow-up queries. It aims to enhance the search experience and remember previous information. Bard, on the other hand, integrates different content types, allows third-party extensions, and may become a new SEO target. While these changes may not affect all searches, they could compress the buying journey for users and potentially lead to more transactional interactions. The impact on local search and the prominence of the local pack is still uncertain. Overall, it remains to be seen how users will react to these updates and whether they will result in more zero-click actions. The speed of the generative AI feature and its overall user experience are also points of interest.The Rise of Bard: Expanding the Boundaries of Search: Bard represents a significant step forward in the realm of generative AI and has the potential to reshape the way we interact with search engines. We explore its capabilities, implications for users, and its integration with Google's existing ecosystem of applications. Can Bard can serve as a valuable substitute for many search queries? The Future of Search & Implications for Local: Recognizing the threat posed by Bing, Google has taken steps to match its competitor's features. Amidst these developments, search engine optimization (SEO) professionals and local SEO experts may find themselves uncertain about the future. The knowledge graph, a structured and reliable source of information, becomes even more critical in the age of AI-driven tools. That being said, the integration of plug-ins from 3rd party sites such as Zillow and OpenTable, raise questions about the future of third-party sites.In an era of AI generated content Brands face special challenges. In this environment, brands that prioritize and protect the integrity of their content become essential refuges for users seeking reliable information.Adapting to the changing SEO landscape, and safeguarding brand integrity are essential for businesses to thrive. Embracing AI technologies, prioritizing user experience, and cultivating strong customer relationships will be key strategies to navigate the uncertainties and position businesses for long-term success in this dynamic environment. 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 113Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textThe integration of AI into the SAAS world has unleashed unprecedented innovation and transformation. Darby Sieben discusses how Unbounce started using AI to improve their core products and to build additional products  to help businesses achieve higher conversions. Companies that effectively harness AI capabilities can expect  significant drivers of differentiationSubscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textUnderstanding and managing the ever expanding Google Local Knowledge Panel:  Google's Knowledge Panel and Business Profile are essential components of a local digital marketing strategy. The Knowledge Panel is a rich search result that appears in response to a user's query and provides relevant information about the queried entity. On the other hand, the Business Profile is a free listing provided by Google for businesses to manage their online presence, which feeds into Google's Knowledge Graph and its understanding of an entity.The Knowledge Panel draws information from various sources, including Google's Knowledge Graph, Wikipedia, Google Scholar, Google News, and other third-party sites. It is dynamic and ever-changing, with the information displayed depending on the user's location, the entity in question, and the search query. However, businesses have little control over the information displayed on the Knowledge Panel.Tracking your way to success:  Tracking user engagement and conversions is essential to understanding which components of your Google My Business Profile are driving user actions. We discuss some best practices for tracking user engagement and conversions across both Google Insights AND your website.By implementing best practices such as UTM tracking, analyzing user actions, and focusing on the primary website link, businesses can better understand their audience's behavior and make informed decisions.Beyond Google Local - being ready to live without Google:  While Google may dominate the search engine market, it is crucial not to rely solely on Google and to diversify your online presence. By focusing on people, controlling your digital assets, maintaining close customer relationships, and trying different services, you can build resilience and prepare for any changes that may come in the future.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 112Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textWill AI totally destroy the review economy? What will replace reviews?The appearance of AI-generated reviews on Amazon has significant implications for the future of reviews and will aid in increasing the scale of an already serious problem. While Google has attempted to combat this somewhat with critic reviews,  the decimation of local news will make it challenging to highlight authoritative reviewers for restaurants and other businesses. Reviews will remain relevant for low consideration purchases in categories where they can be trusted but will likely decline in overall importance in the local ecosystem Does declining Google Business listing totals reflect “peak” GBP?Google's annual economic impact report revealed that the number of businesses with claimed Google Business profiles dropped from 20.2 million in 2021 to 18.7 million in 2022, leading to a few theories including Google having reached “peak” SMB and Google's crackdown on spammy profiles and the erosion of consumer search behavior. However, the U.S Census Bureau reported an increase in new business formations in the same period. The discrepancy in the numbers highlights the difficulty in identifying an addressable market for small businesses. As social media fueled news sites fail opportunity abounds for sites willing to build own audience:The decline of Facebook's promotion of news and external links has led to the failure of news businesses that relied solely on the social media platform, such as BuzzFeed, Insider, and Vice. This shift in social media highlights the importance of owning one's presence and building a loyal audience through channels such as email newsletters, which offer opportunities for ad revenue and sponsored content. Local news and businesses should embrace this new reality and adapt their efforts accordingly to avoid vulnerability to the changing social media landscape. Local media brands still possess a trust factor that presents certain opportunities to be exploited despite limited resources.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 111Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textConsumer Reports new app,  Permission Slip eases privacy requests but is still a baby step:  Permission Slip from Consumer Reports simplifies the process of making data deletion or "don't sell my data" requests to third-party websites and retailers. It is an elegant first step solution for individuals to navigate privacy exposures in states with stricter criteria. It centralizes the process and simplifies the burden on the end user. But privacy is still too complicated and put much of the burden on the end user in this case to download an app, and figure out where they need to take action. Consumer Reports, as a respected organization, has not stepped up on the privacy front. There is the need for privacy controls to be simple and global and enforced. Consumer Reports' app 'Permission Slip' centralizes and simplifies the process of making data deletion or 'do not sell my data' requests. | 00:49The app seems to be legitimate and points towards something much simpler and easier to use for the consumer. | 01:53Consumer Reports' new product, which helps consumers delist their personal information from various online sites, is a great concept that resonated well with users. | 03:07Consumer Reports is well positioned to lead the charge for opt-in privacy and has been remiss in not doing so. | 06:19TripAdvisor Review Transparency Report highlights 2022 review increases but hides declining reviews:TripAdvisor has released their 2023 Review Transparency Report which revealed that reviews increased by 20% between 2020-2022, with 30.2 million total reviews in 2022. Business owners responded to one-third of the reviews, and there was a 16% increase in the total number of businesses listed. While the press release took a bubbly positive tone, reviews have decreased by almost 60% since 2018, suggesting that the industry may have reached "Peak reviews." TripAdvisor received 30.2 million reviews in 2022, which is a 20% increase over 2020. | 00:02One-third of the total reviews were responded to by business owners, indicating high engagement. | 01:10Travel industry has been disrupted by Covid and reviews have decreased, though air travel has returned, review rates are still significantly below 2019 levels | 03:28Reviews may have gone to other platforms like Doordash or OpenTable | 03:53Google AI PR push masks lapses and fear:  Google is responding to the threat from chat GPT and Bing by releasing Bard, an AI language model, and Magi, a project combining traditional search with Bard. The recent PR push from Google seeks to reassure investors that they are still the top dog in search, although they were caught flat-footed by the AI competition. The emergence of verticalized search engines, combined with the use of AI language models, has lowered the barrier to entry for new search engines, making it unlikely that Google's push will scare away new entrants. Google's response to threats from chat GPT and Bing has been incredibly clumsy and transparent, as evidenced by the recent wave of PR and their upcoming release of Magi project. | 00:02Google may be facing potential loss of revenue from competitors rather than cannibalizing their own ads clicks in traditional search, representing a mental shift for the company. | 03:20Using search engines like Google for general high-level questions and research inquiries, rather than business lookups. | 06:37If you're a business and you just want somebody to callSubscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textUnpacking 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 dealThe 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 109Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textWill Google merging Bard into Assistant resurrect assistants from the ashes? Google Assistant, offered up by Google as the future of search, has never fulfilled its promise. Will the integration of AI finally free these assistants from their constraints? And will this integration of AI & Assistant with search help or hurt Google as the dominant search engine. Wix integrates AI for SMB content in a way that will helps the SMB:Wix is one of the first web platforms that has integrated ChatGPT as a content creation tool for SMBS. The speed of getting to market is impressive and way that they integrated with prompts makes it much easier for the very small business owner to create content. Can GM build a better CarOS & throw CarPlay away?Starting in 2024 GM is integrating their own car os into their EV platforms. Is GM solving a consumer problem or a problem that GM has? Can GM succeed with subscriptions, ads and a new OS that excludes iPhones?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 108Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/