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SEOs need to reframe how search ranking works - click thru data being the most important factor:

Click data is a cornerstone of Google’s ranking algorithm, as highlighted by recent DOJ findings. Google uses its heavy reliance on click data to grasp new trends swiftly as well as to “understand” page quality.

Traditional SEO elements like title tags, meta descriptions, scheme, great photos and content provide enduring value but with a new twist. These elements are tools to drive clicks and engagement and thus ultimately drive higher rankings.

Google Doubles Down on Tried & True Income Generators:

Big changes are happening in the search results whether its AI overviews, Bing’s Generative Search, Reddit’s exclusive relationship with Google and decision to exclude others and all seem related to the rollout of AI on Google. But Google’s has been scaling back AI overviews due to high costs and the need for better monetization. With AI responses being expensive, Google’s focus is shifting towards proven money makers like YouTube, Merchant Center and Local results. Krum highlighted Google's continued play on its “micro moments”—know, go, do, buy—each tied to different monetized Google services.

Is Voice Search Set for a Comeback? SEOs Should Stay Calm and Test:

With the evolving landscape of voice search and AI assistants, improvements in natural language processing and better ML programming could solve past issues, such as background noise interference. While voice commands for simple tasks like turning on lights or adding items to a shopping list have become second nature, using voice in public or work settings still feels socially awkward.

Cindy Krum emphasized the expansive nature of what constitutes a "search" in Google's eyes. A simple voice command involves complex data retrieval and context understanding, transforming voice interactions into a broad and intricate type of search. This perspective shift means SEOs might need to rethink their strategies to include optimization for these varied and nuanced queries.

While voice won't ever entirely replace screen-based interactions, its role could significantly expand if user experiences improve. Despite past disappointments with voice technology, there's cautious optimism that advancements could lead to broader acceptance and use.

Cindy advised SEOs to stay calm amid Google's rapid and sometimes erratic changes. She recommended continuing with proven strategies while experimenting with new platforms and search engines. The consensus was clear: it’s a volatile time in SEO, but understanding and adapting to these changes is crucial for future success.

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 167

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In this extended episode of the Near Memo, Greg Sterling , Joy Hawkins, Darren Shaw & Mike Blumenthal explore the role of generative AI and how it has evolved one year after CHat GPT was released. We cover:

• Experiences and opinions on the use of AI tools like ChatGPT in SEO and content creation.
• The effectiveness of AI in different aspects of agency work, including creative tasks and data analysis.
• The influence of AI on the quality of content and the evolving nature of SEO strategies.
• Perspectives on the future impact of AI on the SEO industry and the role of agencies.

How Local SEO agencies use AI to improve client content:

• Content Creation Challenges with AI: Contrary to initial expectations, AI has not replaced content writers. While it is used for drafting and repurposing content, AI-generated articles often require extensive human editing, especially for factual accuracy and coherence.
• Content Refinement and Repurposing: AI excels in transforming existing content into different formats, like converting a list into a blog post or a blog into a script. This minimizes the editing work required.
• Efficiency in Post Creation: AI has been particularly effective in generating social media or Google posts, reducing the time and mental effort involved in content creation. This includes automating tasks like emoji placement in posts.

How Local SEO agencies explain AI to their clients:

• AI in Client Communication: Both Sterling Sky and Whitesoark are transparent with clients about their AI usage, addressing concerns about potential negative impacts on SEO performance. AI is presented as a tool for idea generation and preliminary drafting, not as a primary content creator.
• Client Engagement with AI: Clients are generally receptive and interested in AI's role in content creation. The emphasis is on AI as an assistant that complements human skills, ensuring quality and originality in content.
• Cost Implications: There have been no significant shifts in pricing structures due to AI efficiencies. The focus is on using AI to maintain or reduce costs rather than altering client fees.

Local SEO Agencies & their AI future:

• AI as a reporting super power: extracting meaningful insights from large data sets for clients.
• Long-Term Impact on Staffing and Skills: Agencies do not foresee AI replacing human staff. Instead, AI is viewed as a tool that enhances staff capabilities. Concerns about AI causing dependency or de-skilling are noted, but the overall sentiment is optimistic.
• Future of AI in Local SEO: AI is expected to lead to more efficient workflows and better quality content. Agencies anticipate a growing divide between those heavily reliant on AI and those favoring a balanced, human-centric approach. AI's role in data analysis and automating repetitive tasks is highlighted, enhancing both client service and internal processes.

ChatGPT's Review Insights

• Experiences and opinions on the use of AI tools like ChatGPT in SEO and content creation.
• The effectiveness of AI in different aspects of agency work, including creative tasks and data analysis.
• The influence of AI on the quality of content and the evolving nature of SEO strategies.
• Perspectives on the future impact of AI

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Seattle surgeon pays $5 mil fine for review fraud; What responsibility does Google have?

Allure Esthetics and its owner Dr. Java Sagan, were convicted of violating the Consumer Review Fairness Act. They forced 21,000 clients to sign agreements preventing them from leaving honest reviews and engaged in additional deceptive practices like paying for the removal of negative reviews and posting fake ones.

Despite a $5 million fine, Allure Esthetics still shows high ratings on Google and Yelp. Google’s failure to address these fake reviews, raises questions about the platform’s responsibility under Section 230, which currently shields it from liability.

This case highlights the need for changes to Section 230 to better protect consumers and maintain trust in online reviews.

Local Search increasingly shows Google GBP results & extensively highlight Google self preferencing

In a recent AI-driven experiment the local results included numerous horizontally scrolling pack of restaurant types and related local categories, with images and reviews. Most all results in this test took users to further Google searches rather than external sites

In Europe, current local search results showed significantly more Google self-referencing content, raising questions about regulatory compliance. The variations in local search displays across different European countries, suggests that Google's approach might be influenced by regional regulatory strategies.

Despite the heavy Google-centric content, local businesses still benefited from visibility. However, the trend of zero-click searches, where users find all needed information without leaving Google, highlights the increasing prominence of Google's own services in local search outcomes.
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 165

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