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Google 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 declared

Google 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 113

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