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AI Overview and Google Search Trends:

In a discussion on AI search trends, Mark Traphagen from SEO Clarity shared insights on Google’s search generative experience (SGE) and its limited functionality in delivering localized results. His analysis highlighted that SGE results in the U.S. tend to be highly informational (91%) and less transactional, especially for keywords related to products. According to Mark, Google’s AI-driven search lacks the capacity to enhance local search results, pointing out that traditional SERP results still perform better. Meanwhile, Google’s AI continues to evolve, with recent tweaks aiming to improve ranking relevance in AI responses.

ChatGPT Search Growth and Future Projections:

Mark noted a recent 10x rise in referrals from ChatGPT, suggesting growing adoption of OpenAI’s real-time web search capabilities. He indicated that this growth corresponds with ChatGPT’s recent integration of SearchGPT and its compatibility with Apple iOS, predicting further rises. While alternatives like perplexity show gradual increases, OpenAI maintains a stronghold, steadily reclaiming market share. For SEO professionals, Mark advises monitoring these shifts and tracking SearchGPT, Bing's Gen.AI, and other emerging platforms as they shape traffic trends.

Google SERP’s Dilemma and E-commerce Impact:

Mark discussed Google’s strategic challenges, balancing ad-driven revenue with user satisfaction in AI integration. He highlighted that Google’s “Popular Products” feature increasingly dominates SERP top spots, pushing organic listings down, especially on mobile. This shift affects e-commerce traffic significantly, as traditional organic ranking struggles against the prominent Google product listings. Mark encourages SEO strategies that embrace Google’s product features for better reach. Despite the influx of new platforms, he reassures clients that established SEO practices remain essential in the evolving landscape.

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 183

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Google's Antitrust Battle: Legal and Political Shifts: As Google’s antitrust trial unfolds, recent shifts in U.S. leadership may change the tech giant’s outlook. With Trump’s election win, the likelihood of drastic regulatory action against Google, such as a breakup, appears to be reduced. The new administration’s stance on big tech could soften the Justice Department’s approach, shifting from aggressive oversight to a more business-friendly posture. While there’s bipartisan support for reigning in big tech, motivations differ: Republicans often cite censorship concerns, while Democrats focus on monopolistic practices. Given these dynamics, Google may emerge with only minor restrictions—like changes to default search agreements—rather than a forced split. Despite some regulatory adjustments, the tech landscape now looks less likely to see major disruptions, leaving room for Google to maintain its market dominance.

Apple's Applied Intelligence Transformation: Siri's Leap to Intelligent Search:

We take a look at the iOS 18.1 Siri Beta. Apple’s Siri is evolving into a powerful AI assistant, moving beyond simple voice commands to provide advanced, text-based search capabilities and an app-like experience. With new features allowing Siri to pull information directly from trusted sources, users can get sports scores, local recommendations, and entertainment options seamlessly without going to the web. Apple’s focus on data privacy and ad-free interaction offers a distinct alternative to Google’s ad-driven models, emphasizing a cleaner, user-centered experience. Apple’s work on voice isolation is also enhancing Siri’s effectiveness, allowing smoother interactions even in noisy environments. Because of the many iPhones in the wild, Siri’s expanded abilities across the Apple ecosystem could lead to a shift in user habits, positioning Apple IntelligenceI as a viable alternative to traditional search.

ChatGPT Redefining Search:

The new SearchGPT feature might just redefine search by offering a conversational interface that maintains context across multiple queries. This functionality could make ChatGPT a compelling alternative to Google, especially in local search, where its ability to remember and refine previous queries sets it apart. ChatGPT’s clean interface and ability to deliver quick, relevant answers directly within the chat could attract users interested in exploring new search options. As Apple prepares to integrate ChatGPT into Siri, this AI-driven trend may drive additional “zero-click” behaviors—where users get instant answers without leaving the app. Search GPT also shows promise in e-commerce and product searches, delivering a streamlined experience that could change how users interact in this space and transform how consumers 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.
Ep 182

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AI in Local SEO: Challenges and Opportunities:

We dive into how AI is reshaping local search. Key insights from Andrew Shotland’s analysis reveal that Google’s AI overviews appear inconsistently in local searches, mainly showing up for broader queries, while lower funnel searches rely on the local pack. New platforms like Perplexity, with licensing from Yelp, seem to offer promising results for complex local queries, potentially challenging Google’s dominance in local search.

Apple Siri Finally Gets Local Search:

Mike showcases Apple’s upgraded Siri new features in iOS 18.1 that demonstrate a largely hidden but significant leap in local search capabilities. By allowing for text input and recognizing contextual cues, Siri can now provide tailored local results from any screen. Apple is taking a calculated approach to search and AI, suggesting it could take one of several directions. Long haul they appear to be banking on AI based search becoming a dominant model. They appear to be gradually developing a more functional search alternative. For it to be successful Apple needs the new SIRI to be successful and to increase its visibility. Apple, though recognizes that the change to new search modalities might take three to four and they are apparently leaving themselves open for appropriate partnerships if they lose Google’s ~$20 billion search payment.

ChatGPT's Growing User Base and Implications for Google:

ChatGPT's is experiencing escalating popularity as a search tool, with survey data indicating that nearly half of respondents use it weekly. This rising trend hints at a shifting search landscape, though Google’s latest earnings suggest minimal immediate impact. Google’s has made strategic AI cost reductions and is investing heavily in expanding capabilities, reflecting its response to AI-driven competitors like ChatGPT

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 181

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Introduction and Background (00:01 - 10:30)

The conversation opens with Greg Sterling introducing Raj Singh, the founder of Soloist.ai, an AI-powered website builder targeted at small businesses and freelancers. Raj shares his background as a serial entrepreneur, highlighting his previous ventures, such as Pulse, acquired by Mozilla, and his journey through the tech landscape from file-sharing companies to AI-driven website creation. This segment sets the stage by exploring Raj’s entrepreneurial journey and interest in simplifying website creation for non-technical users.

Soloist.ai’s Purpose and Unique Features (10:30 - 39:00)
Raj delves into the features and goals of Soloist.ai. Unlike other website builders, Soloist.ai focuses on simplicity, eliminating design paralysis by limiting customization options and streamlining the site creation process. The platform is tailored for solopreneurs and small businesses needing a fast, functional web presence. Raj discusses Mozilla’s support and Soloist’s AI capabilities, enabling users to build single-page sites quickly. The conversation also touches on Mozilla’s broader mission to avoid dark patterns and keep the product free from hidden fees, making it accessible to freelancers and small businesses.

Future Directions and Local Marketing Challenges (39:00 - 59:39)
As the conversation wraps up, the discussion shifts to the future of Soloist.ai and the challenges of digital marketing for local businesses. Raj explains plans for monetization through Mozilla’s ad network and potentially integrating tools like invoicing and CRM into the platform. The team addresses concerns about fraud, site security, and SEO strategies, with Raj considering features for long-term growth while maintaining simplicity. Emphasis is placed on the importance of local SEO and building trusted partnerships, ensuring Soloist’s continued utility for small businesses seeking to establish an online presence.This structure highlights key discussion areas, showcasing the potential and challenges faced by Soloist.ai in its goal to support small businesses in a crowded website-building market.

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 180

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Apple Expands Business Connect Beyond Brick-and-Mortar:

It was announced that Apple Business Connect will now include a broader range of businesses, such as e-commerce, work-from-home, and service-area businesses. Businesses will still undergo the Apple verification process but will benefit from a consistent brand presence across apps like Mail, Apple Pay and ultimately Messages. While non-brick-and-mortar businesses won't appear on Apple Maps, their verified logos will be visible in key Apple services like Siri and Spotlights, enhancing brand trust within the Apple ecosystem. This move strengthens Apple's position as a trusted platform for businesses and customers alike, despite some limitations for smaller agencies and vendors.

BrightLocal Study: Which Directories Matter?

A recent study by Bright Local revealed that while platforms like Yelp maintain a significant presence in Google search results, the majority of high-ranking directories are vertical-specific, varying by industry. Key directories such as ZocDoc for healthcare and TripAdvisor for hospitality were identified as essential for consumer engagement. The study emphasized the importance for businesses to focus on directories that are relevant to their specific verticals, rather than relying on broader platforms.

SEMrush Acquires Search Engine Land & Third Door Media:

The acquisition of Third Door Media, parent company of Search Engine Land and Martech World, by SEMrush was announced this week. The move has sparked concerns about the potential loss of independent industry voices, with fears that SEMrush may shift focus toward promotional content. However, some view the acquisition as a strategic decision, allowing SEMrush to capitalize on the domain authority of these platforms. It is expected that the move will enhance SEMrush’s reach, particularly among beginner and intermediate SEO users, while maintaining a balance between transactional and informational 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.
Ep 179

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Google Tests AI-organized Carousels in Local Search Results for Restaurants & Bars:

Recent test search results for local businesses on Google, particularly restaurants and bars, have been dominated by AI-organized carousels. Searches like “best cocktail bar” now return multiple carousels sequentially down the page, with categories such as rooftop bars, artisanal cocktail bars, and budget-friendly options. These results feature large visuals, ratings, and addresses, allowing users to scroll through various options to view and choose from local listings. Interestingly, the number of carousels varies depending on the location—New York City displayed more than 12, while smaller cities like Rochester and Buffalo showed fewer or none at all, with traditional results like Yelp or Reddit appearing so far down in the search results below the carousels​ that they are largely invisibile.

Facebook Tests New Local Tab, Aggregating Content from Reels, Marketplace, and Events:

A new local tab by Facebook has been introduced in several U.S. cities, aggregating content from Reels, Marketplace, and local events. This move consolidates previously dispersed local content, aiming to create a more streamlined and engaging user experience. Cities like Austin, New York, and Los Angeles were selected for the initial rollout. While no new content is being created, Facebook is leveraging its existing local data. The strategy is expected to enhance engagement by making local information easier to find, though questions remain about how successful this product will be in the long run.

Google Experiences Significant Decline in Customer Loyalty Rankings Over Past Two Years:

Google experienced the largest decline in customer loyalty among top 100 brands, dropping from 9th place in 2022 to 25th in 2023, according to a list compiled by Brand Keys. The annual report assesses nearly 1,500 brands across 140 industries using consumer feedback. While Google's decline was noted, YouTube rose from 21st to 6th place over the same period. Additionally, ChatGPT entered the list at 49th in 2023 and advanced to 40th in 2024. The rankings, based on customer feedback and loyalty metrics, suggest shifting consumer sentiment despite Google's continued market dominance​.

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 178

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Google's Place Sites: A Compliance Gesture or A True Shift in Search?

Google is rolling out a new feature called "Place Sites" in North America, following its initial launch in Europe as part of compliance with the Digital Markets Act (DMA). The feature presents a carousel of aggregator search results, such as Yelp and TripAdvisor, prominently placed in top positions for local queries like restaurants. The idea is to redirect traffic to competitors to address accusations of Google self-preferencing. However, our testing shows that user engagement has been very, very low, with people rarely interacting with the carousel despite its visibility.

This could be a preemptive move by Google to fend off similar regulatory pressures in North America, where laws against self-preferencing are still in discussion. Or it might be part of a larger strategy to boost Google’s new AI-organized search results that keep users within Google’s ecosystem. By offering the AI-refined, visually driven search results, Google could be aiming to increase search volume and maintain its dominance in the market. That all being said, the Places Sites feature is seen more as a compliance gesture than a game-changer for user experience.

Allure Aesthetics' Review Fraud Highlights Google's Inaction & Continuing Consumer Harm

Allure Aesthetics, a plastic surgery clinic in Seattle, has been caught in a major review fraud scandal. After being convicted in 2024 for illegal review practices—such as forcing patients to sign NDAs to prevent negative reviews and having employees post fake ones—Allure was fined $5 million. Despite this, Google has taken little action to remove the fraudulent reviews from its platform. As of now, the clinic still ranks highly in search results with an impressive 4.8 rating based on over 900 reviews, many of which were accumulated during the period of fraudulent activity.

Despite plenty of media coverage and efforts to report the fraud, Google has not removed the questionable reviews or penalized the clinic in its local search results. The scandal underscores a larger issue: Google’s inconsistent approach to handling cases of review fraud, even when businesses have been legally penalized.

FTC Targets AI Tool Rytr for Enabling Fake Review Generation

The FTC has taken action against Rytr, an AI-powered writing tool, accusing it of facilitating the creation of thousands of fake reviews. With a simple interface that allows users to generate human-sounding testimonials at scale, the tool has enabled some subscribers to produce over 10,000 reviews each. The FTC's complaint argues that the tool’s only practical use is to produce deceptive reviews, leading to an enforcement action that requires the company to shut down its review-generating functionality and undergo 20 years of monitoring.

The case has sparked debate, with some FTC members arguing that the action is based on hypothetical harm, while others emphasize the risk of AI tools being misused for fraud. The FTC's move raises questions about the broader role of AI in generating content and its potential to facilitate large-scale review abuse, with concerns growing over how much consumers can trust online reviews in the face of increasing fraud.

AI Notes: These summaries were written by ChatGPT from transcripts of the recording. They were checked for accuracy and rewritten for tone. But if you disagree with the results, take it up with Open AI.

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 177

Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/

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How Individual Hotels Can Win in EU Search:
Our research on hotel searches in Europe, revealed that Booking.com dominated user clicks, especially through ads, while Google's Hotel Finder and Business Profiles saw significantly fewer interactions. One surprising discovery was the prominent role of ads, with over 50% of mobile clicks going to ads, particularly Booking.com.

We explore how Google’s algorithm and ad strategies favor aggregators like Booking, rather than individual hotel brands, who do however have an ad opportunity with the new(ish) carousel ad and the Google Business Profiles for visibility. While Booking.com often dominates ad spots, the landing pages sometimes confuse users by showing lists of hotels instead of the specific property clicked from within the Google Hotel Finder.

Google Updated Spam Guidelines: Helpful or FUD?

We discuss Google’s recently updated spam guidelines for web search. The new policy defines spam as content designed to deceive users OR manipulate Google’s search systems for higher rankings. While the term “deceive users” is clear, the use of “manipulate,” could be interpreted broadly to include legitimate SEO practices aimed at improving visibility.

How should businesses and agencies react when dealing with Google spam guidance? Google has a history of FUD. Both groups should be aware of the risks of pushing the limits of SEO. If you're focused on providing real value to users, the risk of penalties remains low, but it’s critical to stay aware of evolving rules.

When & What are we likely to see in the Yelp antitrust case against Google?

The Yelp case accusing Google of unfair business practices, specifically using its dominance in local search to disadvantage competitors like Yelp could provide plenty of insights which may uncover data related to Google’s local search algorithms.

Yelp argues that Google’s local search and local ads operate as separate markets, using a unique algorithm and data set. However, like the Epic Games case against Google, it could take as long as three years for the case to actually go to trial and several more years to explore penalties and file appeals.

That being this case could impact future legislation, especially in light of the EU’s Digital Markets Act and its approach to regulating tech giants like Google.

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 176

Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/