The Near Memo

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/

Send us a textLocal Search Ranking Factors - Big Takeaways and big changes from previous years:  In this segment we take a bird’s eye view of the survey, how it was crafted, its history and the big takeaways.  What has changed the most? What is new? What are the LSA ranking factors? What are the basic must do activities to get started in the ranking arena. Local Search Ranking Factors - Difference makers & lesser known tactics:  The factors we explored in segment 1 are essentially table stakes. If you really want to compete in local search rankings it is important to implement the difference makers. These efforts are reflected in survey answers 11- 30. This applies to both the local pack and the organic results. Beyond the difference makers in local search activity, we explore some of the dark horse tactics. These are factors that are buried and may only work in certain markets, verticals or a particular situation. But when they do work, they work very well. Local Search Ranking Factors - Conversion factors and myths:  Not every activity will lead to increased ranking but could very well lead to increased conversions. It doesn’t matter if you are ranked #1 if the supporting information doesn’t reinforce your position, the searcher will just scroll past you and land on someone else's listing.  The days of searchers blindly picking the first result are long gone, so we explore those attributes that make your GBP  listing THE most appealing.And don’t forget the myths. Like an imperfect process, many techniques lead nowhere but sound good. The problem is they waste your time. Learn which are tactics are really just not effective despite what some say 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 107Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textFTC proposes new rules to rein in subscription abuses:  The FTC has  been on a roll fighting the many “dark patterns” of the internet. Last week they added a $245m  fine for Fortnite to pay for consumer restitution of inappropriate charges incurred after a single misleading click. This week they proposed a rule  to eliminate abuses of the “Negative Option rule” which requires consumers to proactively seek out and navigate complicated scenarios to cancel subscriptions. The rule when approved will give the FTC to impose requirements across a large number of industries that will hopefully rein in subscription abuses.  The Bard goes local, sort of:  Bard, despite hallucinations, was competent at making local recommendations and that use case could be expanded. Is a chat interface the best way to surface local data or is Maps really the best search metaphor?  The Bard use case is more generative and less searchy:  Google is positioning Bard for more creative uses and unlike Bing is NOT integrating it into search in any meaningful way. This may be because it behooves them financially to not do so. Regardless, Bard is capable of some things that Bing just can’t do. While Bing is controlling the conversation about AI and search, Google seems to be heading in a different direction, one that leverages AI as a content creation tool. 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 106Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a text New Google GPB Bug: Your Business is not visible to customers:There is a new bug where thousands of business profiles are being told by Google that “Your Business is not visible to customers”. This message has meant many things: you have a new listing and we will show it when we trust it, your listing has recently been reinstated, your listing is suspended and now somewhat randomly, just because. This bug reflects Google’s willingness to test new product features on real world businesses despite the pain it may inflict AND puts spotlight on their terrible support. TikTok rolling out search ads, will they come to local?:Greg has become addicted to TikTok just in time for the US to ban it. Now they have started to roll out search ads. Given that it is not what users or businesses expect, it will take a great deal of outreach for TikTok to succeed as a search engine. TikTok is a great discovery capability that they have not leveraged. Even if they succeed as a search engine they are still leaving the local opportunities on the table. What would it take for them to leverage this potential? This is a market opportunity that no one seems to be exploring. Social mapping tool Gowalla returns to the scene & might just succeed:Bought and shut down by Facebook in 2012. It has been relaunched as a similar looking product that might just succeed in a new era of smartphone users that are willing to share their location with their friends and family. GoWalla was always a very personal tool and the relaunch reinforces this vibe with an approach that combines curated businesses and your friends. 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 Ep105Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/