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In this jam-packed episode of The Near Memo, hosts Greg Sterling and Mike Blumenthal welcome back Adam Dorfman, VP of Product at BirdEye, for a timely deep dive into the ever-shifting world of local SEO, AI Overviews, and Google’s evolving search ecosystem.

The trio unpacks the seismic shifts happening in local search, AI-generated results, and the new metrics that matter when “clicks” no longer rule. From how Google is leveraging its own ecosystem to dominate AI outputs, to whether schema markup, directories, or social media still matter, this episode serves up unfiltered takes and battle-tested advice for marketers, SEOs, and local business owners alike.

🚨 Top Themes Covered:

• Google’s AI Overviews: Why AI is rewriting the search interface and what it means for local visibility.
• Urban vs. Rural Search Results: Why AI tools like ChatGPT might actually outperform Google Maps in lower-density areas.
• The End of Organic?: Google’s AI results are now 100% GBP (Google Business Profile) driven—with nearly zero room for traditional website links.
• Reviews Are the New Backlinks: How first- and third-party reviews (especially on platforms like Yelp and TripAdvisor) are now critical ranking factors in AI models.
• The Fragmented Funnel: TikTok and Instagram are eating the top of the funnel—Google is now the validator, not the discoverer.
• Metrics Reimagined: Why clicks are increasingly meaningless, and what to track instead—from CRM tie-ins to survey data and outcome-based KPIs.
• AI’s Role in Product & Strategy: How BirdEye and other platforms are rethinking their offerings to embed AI into every layer—from insights to actions.
• Old-School SEO vs. AI Optimization: Turns out, best practices haven’t changed much—good local SEO still wins, but it’s more critical than ever to focus on outcomes, not vanity metrics.

💡 Key Takeaways:

• Local search isn’t dead—it’s evolving. AI is changing the game, but the fundamentals still matter: strong reviews, simple websites, quality listings, and running a great business.
• Your website still matters, even if it’s not driving direct clicks. It’s a core data source for AI and a validator for customers making high-stakes decisions.
• Directory presence is back in fashion—especially for verticals like travel, dining, and services. Yelp and TripAdvisor are still powerful in AI outputs.
• Forget tips and tricks. Stop obsessing over how to game AI results. Focus on real marketing, customer feedback, and operational excellence.
• AI visibility tracking is a new frontier. Ranking reports may be making a comeback—not for traffic predictions, but for understanding how you show up in AI-generated lists.

📣 Whether you’re an SEO veteran, a SaaS marketer, a multi-location brand, or just trying to figure out where to spend your next marketing dollar, this episode offers tactical wisdom and strategic clarity on where local search is headed—and how to stay ahead.

🎧 Brought to you by GatherUp – our thanks to this episode’s sponsor and a trusted leader in reputation management.

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