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In this week’s podcast we discussed the evolution of zero-click search and Rand’s upcoming study with Spark Toro's clickstream data provider, Datos, to explore the impact of AI overviews and changes in zero-click searches across different regions. 

Rand argued for more stringent antitrust measures, drawing parallels between Google's practices and historical monopolies that unfairly leveraged their market power to move into new markets. His call for breaking up Google's core services—search, YouTube, and maps—into separate entities could spur innovation and competition.

He advised businesses that the best way to succeed at SEO was to adapt by focusing on diverse marketing strategies that go beyond traditional SEO. By creating content that gains traction on social media, earns media attention, and resonates locally, businesses can thrive even in a zero-click dominated 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 161

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