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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.
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