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Google Leaks & NavBoost: How Engagement & Brands Shape Local SEO Rankings in 2024:  

Mike unpacked revelations from Google's algorithm leaks and their likely importance for Local SEO. We dove into "NavBoost," a technique where Google rewards high engagement and brand signals with better rankings. Think clicks, brand searches, and even driving directions contributing to a business's prominence.

Greg and David noted how brands dominate the search game. We broke down why engagement—real photos, reviews, and strong brand presence—creates a feedback loop that propels rankings. This led us to the age-old debate: does SEO success mean going beyond Google? Our consensus leaned toward balancing on-platform optimization with off-platform brand-building.

ChatGPT: A Game-Changer in Google's AI Playground: 

We dove into the competitive shake-up in search, sparked by ChatGPT's rise since late 2022. This dynamic newcomer has lit a fire under Google, which has enjoyed dominance for decades. While ChatGPT hasn’t toppled Google’s traffic, its user base is reshaping behaviors, with 19% reportedly favoring ChatGPT over Google when forced to choose.

Competition from ChatGPT has catalyzed innovation at Google, pushing AI tools like Gemini into the spotlight. Discussions about AI in search touched on knowledge graphs, generative AI, and how platforms like Apple are slowly carving their niches.

One standout point? ChatGPT's integration into daily life for tasks like local searches and knowledge-based queries is altering habits, making Google more of a secondary option for some. We see these shifts leading to a long-term evolution in how people search—no seismic shifts yet, but wedges are forming in Google's monopoly. As AI-driven tools improve, we’re likely witnessing the beginning of a multi-player field in search and beyond.

DMA and the Search Transformation of 2024: 

We unpacked how 2024 is shaping up as a pivotal year for search, driven by regulatory crackdowns and competitive pressures. The European Union’s Digital Markets Act (DMA) is taking center stage, with investigations into Google’s practices for flights, hotels, and shopping. We noted Google’s “malicious compliance” tactics—like reverting to ten blue links—to generate user dissatisfaction and push back against regulators.

Amid the antitrust buzz, we reflected on the potential fragmentation of search. ChatGPT and similar AI tools are gaining traction, compelling Google to innovate under pressure. We agreed this regulatory momentum, alongside AI advancements, might dramatically reshape how we search and retrieve information in the coming years.

With the possibility of stricter regulations in the U.S. on the horizon, the monopoly grip on search seems less certain. Looking ahead, we’re optimistic about the dynamic changes brewing in the industry—there’s never been a more exciting time to explore search innovation.

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 188

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Stephanie Verilhac of Siinda discusses the EU's Digital Markets Act (DMA) and its impact on search behavior. Siinda's research with Near Media showed Google's dominance persists despite compliance changes, with users favoring its ecosystem. Regional differences in search trends were highlighted, including Irish “near me” preferences, French brand loyalty, and Germans' ad clicks. Photos, reviews, and business websites play key roles in user decisions. Verilhac noted Google's partial adherence to the DMA and challenges for smaller businesses in competing with large aggregators. Future DMA updates and expanded research are expected. 


In Episode 187 we interview guest Stephanie Verilhac of Siinda. Siinda is an industry association that brings together agencies and technology companies in the local search and “on demand” industry sectors. We explored the application of the EU's Digital Markets Act (DMA) and its effects on search behavior. Stephanie highlighted Siinda's role in supporting digital businesses across Europe and its interest in user responses to Google’s compliance measures.

We focused on joint Siinda/Near Media consumer behavior research, examining Google search results in Ireland, France, and Germany for kitchen remodeling services. While Google implemented changes to align with the DMA's anti-self-preferencing rules, the study revealed that user engagement overwhelmingly favored Google's own ecosystem, including its Local Pack and Maps. The newly introduced "Places Sites" module showed limited visibility and minimal clicks compared to Google's properties.

Stephanie emphasized notable regional differences: Irish users prioritized "near me" searches, French users leaned on brand recognition, and Germans showed a higher propensity to click ads. Cultural diversity across the EU proved significant in shaping search behavior. Photos and reviews emerged as key factors influencing decisions, with users frequently clicking through to business websites for final evaluations.

The conversation also touched on DMA compliance challenges, with Stephanie noting Google's approach often skirts full adherence. While ads are open to all businesses in theory, financial realities favor large aggregators over smaller players.

As the European Commission continues enforcing the DMA under its newly appointed leadership, Stephanie predicted more scrutiny on gatekeepers and potential updates in 2025. Siinda offers resources on their website, cinda.org, and plans to expand research to additional markets.


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 187 Near Memo

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AI and Maps: Current Limitations (many) and Future Prospects (good):

We explore a recent piece by cartographer Kames Killick on how AI will be shaping the geospatial landscape & mapping, despite the mixed results today. Current tools struggle with complex queries, such as mapping open businesses along a route and broader queries that AI should be able to handle. Despite limitations, innovations like geo-trained AI and object classification suggest potential for enhanced location-based services, professional applications, and augmented reality. Emerging technologies may soon enable smoother interaction with geospatial tools and real-time location insights.

Search vs. AI: Consumer Behavior and the Future of Discovery:

Insights from a consumer survey shed light on the evolving role of AI in search. While 77% of users find Google easier than three years ago, many are exploring alternatives like ChatGPT for direct answers and conversational capabilities. Trust in AI is growing, with 67% believing it will redefine search within three years. The shift signals a fragmented search ecosystem, where convenience and reliability will shape user behavior.

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 186

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Extended GBP Business Names - Spam or Legitimate Descriptors?

We explore Google's growing tolerance for extended taglines & descriptors in business names via the Google Business Center and its impact on local SEO strategies. Examples include businesses embedding descriptors like “best plastic surgeon” or “sexual harassment lawyer” into their names that were escalated to Google but were deemed acceptable. These additions act as taglines and significantly boost search visibility by leveraging Google’s algorithm, which treats business names as ranking signals. This shift marks a departure from earlier strict rules, offering businesses a competitive edge when such names are left unchallenged.

Google’s willingness to accept these extended descriptors, even after they are flagged, suggests a prioritization of scalability over strict enforcement. While businesses may benefit from increased visibility, they must balance this tactic with potential risks, such as temporary suspension or muddling brand identity. The conversation calls for structured testing to understand the limits of Google's tolerance and how businesses can effectively navigate these relaxed guidelines without overstepping.

Rand Fishkin Research: Branded Queries Dominate Google: Insights from 300 Million Searches

Rand Fishin’s analysis of over 300 million Google queries reveals surprising insights into search behavior. A striking 15% of all queries consist of just 150 terms, primarily branded or navigational, underscoring the dominance of well-known names in search behavior. Informational queries represent 53% of the total, while commercial and transactional searches trail significantly, with less than 1% being purely transactional. This data suggests a need for businesses to emphasize brand building to thrive in Google’s search ecosystem.

The findings underscore the challenge of zero-click searches, where Google resolves queries directly, leaving businesses without traffic. The recommendation? Shift focus from SEO competition to brand building via alternative channels to drive direct searches. Ads, for example, can complement this strategy by enhancing brand awareness, leading to stronger organic performance and bypassing Google’s increasingly saturated search landscape.

AI vs. Google: The Rise of ChatGPT as a Search Alternative

We discuss AI’s potential as an alternative to search engines, with tools like ChatGPT emerging as viable competitors. A survey reveals that while 77% of frequent search users find Google easier to use than three years ago, AI tools are gaining traction, with ChatGPT ranked second in perceived usefulness. This shift reflects growing consumer trust in AI for specific tasks, such as shopping comparisons, where platforms like Perplexity accelerate decision-making.

Despite Google’s dominance, dissatisfaction with its cluttered and spam-prone results is evident. Businesses face a dual challenge: leveraging Google for recovery searches while addressing consumers’ complex decision-making needs. AI's rise presents an opportunity for businesses to adapt, using diverse platforms to maintain relevance amid evolving consumer habits.
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 185

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Google Business Profile Suspension Woes (01:32–11:03)

The discussion highlights rising frustrations with Google Business Profiles, focusing on increasing suspension rates and difficult reinstatement processes. Businesses face bottlenecks with video verification and unclear policies. Legitimate operations often fall victim, showcasing systemic flaws in Google's automated support and limited pathways for resolution.

 Siri’s AI Search Evolution (11:03–20:35)

Siri’s transformation with AI and knowledge graphs marks a major leap in user interaction. Enhanced capabilities include text input, contextual responses, and real-time actions like map queries. Apple’s integration of personalized data in areas like news, sports, and local searches aims to deliver efficient and reliable information, rivaling traditional search engines.

The Slow Fragmentation of Search (20:35–End)

The analysis underscored search fragmentation, with Siri, ChatGPT, and social media peeling away queries from Google. Informational searches dominate, while platforms like TikTok and Instagram gain traction among younger users. Local traffic from tools like Apple Maps reveals unmeasured impact, signaling a shift toward more diverse, integrated search ecosystems over the next 2 to 4 years.

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 184

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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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