The Near Memo

Send us a textWhat 10 years of changes to the SERPS mean for marketers today:  We discuss Andy Crestodina’s most recent article where he looks at 10+ years of changes to google search results and what they mean. He highlights the evolving dynamics of search engine optimization (SEO) and the importance of diversifying marketing strategies beyond just SEO and Google. It underscores the observation that while rankings can be stable over time with continued investment in SEO, changes in Google's algorithms mean that simply achieving a high position in the search engine results pages (SERP) isn't guaranteed. The advice given is to not solely rely on SEO or Google for online visibility, reflecting a broader strategy that has been advocated for some time. This diversification is crucial for businesses aiming to maintain and enhance their online presence amidst the ever-changing digital landscape.David Mihm's insights further emphasize the growing necessity for businesses to engage potential site visitors with compelling results, based on an understanding of user behavior and preferences. This involves analyzing where users are most likely to click, whether it be on Local Search Ads (LSAs), Pack (PAC) results, or organic listings, and identifying the attributes that make listings more attractive, such as reviews, years in business, or proximity. Mihm's observations validate the approach of focusing on where to invest in search results—be it paid, local, or organic—and which themes to highlight in content to resonate with customers.How the “Hidden Gems” update is impacting Local Search:  Google has rapidly been updating informational queries with content from forums and UGC. This has started to impact the local search results particularly around how to queries and points to the idea that marketers need to know which forums and platforms they can participate in that could drive this type of “barnacle seo”.New EU Local Search Results: Google has rolled out a number of updates and changes to the local search results to comply with EU requirements limiting the use of cookies and avoiding self-preferencing. The results seem to more of a passive aggressive attempt at compliance that will not generate much traffic for other sites and certainly won’t improve customer satisfaction.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 144 Near MemoSubscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a text Will Fired Google Raters Be Replaced with AI?Last week Google terminated their relationship with one of the companies responsible for rating the quality of websites. Certainly Google has been on a cost cutting rampage of late with layoffs and product cancellations. But is the ending of one of their relationships with one of the companies responsible for quality rating just a cost cutting measure or a foreshadowing of Google using AI to perform this important task?SEO Tools are just tools and should be used with care:In a recent consulting gig, in analyzing a client’s ranking history, it appeared that their on-line Google presence had gone south. The rankings on all of their keywords in Google Maps were were disappearing and it had been getting worse since the second week of November. But the reality was much more subtle. They and their rank tracking tool had been bitten by a local Google algo update. Hidden Gems and the Decline of Big Social:Google and the internet are going through big changes. the large social sites are becoming less attractive and the SERPS are becoming more …. annoying? Google in an effort to address this changing reality has elevated niche forum sites. Will the same things happen to these forums now that Google is focusing on them as happened to a lot of the Google search results? Is Google just shifting the responsibility for moderating content off to the sites? How does this change affect your content strategies. All good questions we grapple with in this segmentThe 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 143Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textSGE has huge impacts but is still just a testing ground:  Some industries, like healthcare, are impacted by Google’s SGE (search generative experience) than others with 76% of queries analyzed being impacted by SGE. While other industries show lesser impact, it is still significant. But SGE is still just a test and one that impacts those likely to enroll in these sorts of experiments, like SEO pros. While many SEOs fear that SGE IS the future of search, it is more likely a testing ground as Google figures out exactly how AI will be integrated into search. Businesses need to be aware of what is going on with SGE but not change any behaviors or tactics. What is the future of the GBP as a hub of SMB activity?Historically, the GBP (Google Business Profile)  dashboard has been the center of active development of tools to benefit local businesses of all sizes. The plans were always ambitious and new products were frequent. However since the rollout the NMX interface integrating basic functionality into the search and maps interfaces, we have seen more features disappear or be demoted and very few features being newly developed. What does this say about the role of the GBP within Maps specifically and search more broadly?Google, distracted by numerous tangential projects, should be focusing on the basics to protect their franchise:Given the belt tightening going on in Mt View and with the generally perceived decline in overall search quality, Google seems to be working around the edges of search with products that are newsworthy but not core to the search experience. They should instead be initiating an all hands on deck effort focusing on making their meat and potato Search Engine the best that it can be. 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 142Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textHow the Google Guarantee Scam Impacts Honest Businesses?The Google Guarantee Scam is frequently perpetrated by groups of foreign nationals working in relative anonymity and looking for a quick profit. While some blame goes to these actors, the ultimate fault and responsibility lies with Google. Honest businesses have been negatively impacted by the Google Guarantee LSA scam:Loss of business: Some businesses have reported losing up to 70% of their business due to the scam. This is because potential customers are being lured away by fake reviews, fake business listings, and bait-and-switch tactics.Bait and switch scams: Many businesses have reported being victims of bait-and-switch scams. In these scams, customers are lured in by a low price quote and then charged a much higher price when the work is completed. This can damage the reputation of honest businesses and make it difficult for them to attract new customers.Damage to reputation: The scam can also damage the reputation of honest businesses. This is because many customers who have been scammed leave negative reviews online. This can make it difficult for honest businesses to attract new customers.Difficulty tracking down the scammers: Many of the people responsible for the scam are undocumented workers or do not have permanent residency. This makes it difficult for authorities to track them down and prosecute them. Did Google’s Dominance Result in a Shitty Internet?A recent Verge article asserts that Google's dominance in the online information ecosystem has led to a homogenization of the web, with all websites looking and feeling the same and that Google's search engine algorithms reward websites that follow certain formatting and content guidelines, which discourages creativity and originality. The reality is more complex. New mediums of delivery require adopting to user needs and whether that is Google or Tik-Tok. Business content creators should focus on producing content that will perform well with their audience.Generative AI and the Future of Consumer Preferences and its Impact on SearchThe recent emergence of new generative AI devices and interfaces, like the Rabbit virtual assistant and the GPT store raises the question of what AI interface consumers will ultimately prefer and raises the question of AIs impact on Google search. Will they choose software, hardware, app integration or a stand along ChatGPT like interface? With Google search growth stalling even small losses of users to new ways to search might have an outsize impact on Google’s path forward. 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 141Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textJoin us in this eye-opening discussion with Zachary Dotson, an experienced marketer in the home services industry, as he sheds light on a rampant scam in Google Local Service Ads. Learn how fake companies are exploiting the system with stolen licenses and profiles, bait-and-switch pricing tactics, and the impact on legitimate businesses and consumers. Discover the challenges faced in tackling these scams and the response from authorities and Google. This conversation with Mike Blumenthal from Near Media is a must-watch for anyone in the service industry or those who use online ads for home services.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.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a text What Should Businesses Do About Google SGE?Google has not yet announced any concrete plans for the future of Search Generative Experience (SGE), and it is unclear how it will evolve in the coming years. SGE is still in its early, very crude stages and it is not yet known how it will impact search traffic. Many SEOS reacted with fear and loathing but in the end the impact of SGE may in fact be minimal. However, businesses can start to experiment with SGE by:Triggering SGE to appear by default.Optimizing the content on their websites to appear in SGE results.Monitoring the rankings of their websites in SGE results to see how they are affected.Businesses should be cautious about heavily investing in or relying on SGE until it's more developed. The uncertainty surrounding its development and Google's missed deadline indicates a need for businesses to stay informed and adaptable.Google Goes All in On Interstitials on the iPhone:  Google, has long penalized interstitials as bad for user experience particularly when used on the mobile web to get people to convert to an app. There is no little irony that Google has now started doing just that on the iPhone when a user has Google search set as the default - nagging the user to switch to the Google App or Chrome for the iPhone. The fact that Google has been reduced to doing what they have long criticized implies that they think they will lose the DOJ Default Search Engine case and are running scared about losing iPhone market share.Where is Bard Going?A Bard product manager asked Reddit users for feature suggestions for Bard, leading to numerous responses. Participants noted that some requested features, such as document upload and image generation, are already available in ChatGPT. They anticipate these features will be added to Bard in 2024.  The types of features requested by users—ranging from specific functionalities like coding assistance to more nuanced content moderation—sheds light on the diverse and evolving needs of users.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 140Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textThe Google Review Fraud Landscape in Maps & LSA and How a Business  Should Respond:  Google Review Fraud Landscape (10:17):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 (21:38):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 (41:03):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.near memo ep 139Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textWill Google's Reactive Behavior to Search Quality & AI Solve Their Problems?Google is struggling to adapt to the changing market dynamics, including the rise of AI, TikTok, and criticism of declining search result quality.Google's efforts to retain younger users by modifying its search results to include more engaging content like social media, short videos, and images.Google's algorithmic updates are aimed at improving search result relevance and combating the issue of low-quality AI-generated content. LSA Ad Efficiency and Google's Transition to a UX That is AI Driven: Local service ads (LSAs) are outperforming traditional search results and organic traffic due to their higher efficiency in attracting clicks.The success of LSAs is due to their visual & emotional appeal, trust badges, and display of relevant information like star ratings, years in business, and the Google guarantee.Google is transitioning towards a new approach where search results will be tailored to users' emotional responses, leading to increased click-through rates on ads.Google’s  Incredible Notebook LM IS the Future of AI For the Rest of Us:Notebook LM is Google's most notable AI development this year, allowing users to create customized datasets and effectively build their own large language models.The accessibility of Notebook LM, makes this technology suitable even for non-technical users.Notebook LM has the potential to revolutionize various industries by empowering individuals to develop personalized AI tools and generate high-quality content with ease.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 138Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a text Can Gemini Fix Search?Google’s current interface and attempts at query refinement are largely broken. Google’s new Gemini upgrade to SGE appears to offer advanced search query refinement capabilities and individualized user interfaces that could resolve both of those issues. The potential or customized and visually diverse search results when integrated into search could provide a much improved user experience.The Impact of Google’s Rating Bias:Google's more liberal grading scheme seems to inflate ratings compared to other platforms. This discrepancy leads to user confusion and skepticism about the reliability of these ratings. How do you reconcile these variances, considering how they can mislead consumers and impact decision-making processes. There is a need for more consistent and transparent rating systems across different platforms.Reviewjacking Reflects Big Problems with Local Service Ads:Google's due diligence regarding their Local Services Ads (LSA) program is severely lacking. The program, intended to guarantee consumers trustworthy services, has been exploited due to insufficient vetting processes. Some businesses, particularly in the HVAC sector, have manipulated Google's support system to attach unrelated but highly-rated Google Business Profiles (GBPs) to their LSAs, artificially inflating their reviews and misleading consumers. This exploitation points to a significant security flaw within Google's system, highlighting a disregard for safety and consumer trust. This oversight has allowed a few bad actors to significantly impact the market, especially in areas like Texas, where spam listings have become widespread.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 137Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us a textIn 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 InsightsExperiences 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 oSubscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/