The Near Memo

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Mike Blumenthal and Greg Sterling discuss three hot-button topics:

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Google is consolidating Local Services Ads trust signals into a single verification badge — but is it really about trust or revenue? Greg and Mike discuss Google’s evolving ad strategy, the ongoing degradation of organic results, their "dark patterns" that elevate LSA usage and new BrightLocal data showing less than half of small businesses have claimed their Google Business Profiles. Plus: why email remains an overlooked channel, and whether AI tools like ChatGPT can realistically challenge Google in local.

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In part two of this interview, SEO veteran Will Scott of Search Influence joins Mike Blumenthal and Greg Sterling to unpack how AI is reshaping search, why semantic SEO matters, and how to use no-code automation tools to scale content. Learn how to barnacle onto high-authority sites, repurpose content across platforms, and adapt to an AI-first search world.

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In Part 1 of this interview, SEO veteran Will Scott joins Near Memo to unpack the rise of Barnacle SEO in a world reshaped by AI. We explore how content visibility, listicles, and trusted sources like Reddit and Yelp are influencing AI-generated responses. Plus, we debate the viability of “GEO” as a term, Google’s evolving narrative, and the role of automation tools in SEO.

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Greg Sterling and Mike Blumenthal talk with mapping expert Goetz Weber about why today’s maps fail to deliver personalized, contextual experiences — and what needs to change. From intent modeling to the limits of monetization, from ChatGPT to Snap Maps, Goetz lays out a compelling vision for mapping 2.0: visual, social, and powered by AI. 

For relevant links and a transcript visit our site. 

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This week, Greg and Mike dissect new data from Pew and Ahrefs showing how AI Overviews impact user click behavior, local pack visibility, and publisher traffic. They explore the branding mess of “AIO” vs. “GEO,” ChatGPT’s growing usefulness, and YouTube’s quiet dominance. Plus: a burrito search showdown and dishwasher repair gone AI.

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In this episode of the Near Memo, Greg Sterling and Mike Blumenthal dive into Google’s overhaul of its Business Profile dashboard notifications and why it's problematic, the rollout of Google’s AI-powered “Ask for Me” local quote feature, and ChatGPT’s growing impact on local search. Plus: Will businesses benefit from the Ask for Me feature?

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In this episode of the Near Memo, Greg Sterling and Mike Blumenthal discuss fresh insights into how consumers engage with local AI Overviews, explore the theory that ChatGPT may be using Google's search index, and dig into the explosive growth and influence of Google's Local Guides program. The discussion also touches on zero-click search, ad transparency, and the implications for local businesses. 

Sponsored by GatherUp.

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Greg and Mike unpack the latest in local search: an uptick in suspensions, why AI overviews are shifting lower on SERPs, and what local businesses must do to thrive in an AI-dominated search world. Also, a pig roas

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Darren Shaw of Whitespark returns to the Near Memo to talk with Mike and Greg about what’s actually working—and what’s not—in local SEO as AI begins reshaping consumer behavior. From the rise of first-party reviews to YouTube’s power for B2B lead gen, this episode tackles how agencies can prepare clients for a future beyond Google. They also dig into the limitations of ChatGPT’s local recommendations, where blogs still make sense, and what digital PR might look like for small businesses. Practical, honest, and forward-looking.

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In this episode, Mike and Greg break down three major developments shaping the local search and AI landscape. First, they tackle the growing wave of Google Business Profile suspensions caused by rigid, AI-driven video verification—where even legitimate businesses are getting flagged. They offer practical advice on how to avoid getting suspended and why field-based verification is now essential.

Next, they explore new consumer survey data showing a significant rise in people using AI tools like ChatGPT and Gemini for local business discovery. But while AI wins ea...

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In this episode of The Near Memo, Greg Sterling and Mike Blumenthal break down some of the biggest tectonic shifts happening at the intersection of AI, search, and antitrust law. The focal point? Google's claim that its Gemini AI now boasts 350 million monthly users. But what exactly counts as a user—and does stuffing Gemini into every app and product really mean it’s being used?

Greg and Mike dig deep into how Google is leveraging its product ecosystem—Chrome, Gmail, Workspace, Maps, Android, and Search—to inflate AI engagement numbers. The two...

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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 whethe...

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Welcome to Part 2 of our deep dive into the most revealing SEO and UX research of 2025.
In this episode of the Near Memo podcast, Greg Sterling, Kevin Indig, and Eric Van Buskirk break down how users actually interact with AI Overviews on Google—and what that means for your SEO strategy moving forward.

00:55 – “Trust over Traffic: The SEO Paradigm Shift”
02:10 – “SEO as Traffic Cop, Not Traffic Driver”
03:33 – “Reddit, YouTube & Beyond: Tactical SEO Musts”
07:20 – “Google Killed the Small Guys”
09:05 – “Google’s Fear-Driven Strategy”
11:14 – “Redefining SEO Inside the Org”
12:03 – “Click Recession...

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🎙️ Trust Before Clicks: What Real Users Do With Google’s AI Overviews

We’ve all seen the headlines: Google’s AI Overviews (AIOs) are changing search forever. But how do real people actually use them?

In this episode of The Near Memo, we dive into the first behavioral UX study of Google’s AIOs, conducted by Kevin Indig and Eric Van Buskirk. The results? Totally eye-opening—and a little humbling for SEOs.

This wasn’t another clickstream analysis. This was watching users scroll, click (or not), s...

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In this thought-provoking episode of the Near Memo podcast, SEO veteran Cindy Krum joins Greg Sterling and Mike Blumenthal to unpack how Google's evolving use of AI, including MUM (Multitask Unified Model), is reshaping the search landscape. Krum explains how Google is moving from keyword- and entity-based indexing to modeling “journeys” that reflect a user’s intent — aligning with Google's long-abandoned concept of “micro-moments” like “I want to know,” “I want to go,” “I want to do,” and “I want to buy.” These journeys are increasingly being monetized across different verticals such as YouTube, Merchant Center, an...

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00:00 GatherUp's AmpUp Webinar Overview
05:56 Yelp Antitrust Case Insights
13:32 Google Local Review's AI Overviews and Their Impact
26:45 ChatGPT's Shopping Capabilities and Future Directions

In this episode, Greg and Mike discuss the upcoming AmpUp 2025 virtual conference with Mel Atia of GatherUp, focusing on local SEO, reputation management, and the impact of AI on digital strategies. They delve into Yelp's antitrust case against Google, exploring the implications for local search and advertising. The conversation also highlights Google's new local AI feature, local brand summaries as well as changing consumer behaviors and...

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We discuss the latest developments in Google's antitrust trial and the introduction of new AI features in Google Business Profiles. They explore the implications of these changes for local SEO and user experience, as well as the potential future of search in an AI-driven world. The conversation highlights the challenges Google faces in maintaining its market dominance amidst evolving technologies and user expectations.

00:00
Exploring Google's New AI Features

11:17
Antitrust Trial Insights and Google Remedies

24:57
The Future of Search and AI Integration

T<...

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Greg Sterling, Mike Blumenthal, and Sammy Paget of BrightLocal discuss the evolving landscape of consumer reviews, focusing on how consumer behavior has changed over the years, the importance of businesses responding to reviews, and the impact of AI on review management. They explore the future of reviews, the decline in trust, and Google's policies regarding review authenticity, emphasizing the need for businesses to prioritize customer service and engagement.

00:00 Consumer Expectations and Business Responses
02:59 The Importance of Customer Engagement
06:25 Common Mistakes Businesses Make with Reviews
08:24 The Future of Reviews...

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01:59 Evolution of Consumer Review Behavior
05:03 Trust in Reviews: A Declining Trend
08:14 The Impact of Fake Reviews and AI
14:18 Alternative Review Platforms and Their Trustworthiness
19:30 Key Findings from the 15-Year Review Study
22:07 Best Practices for Review Solicitation
29:22 Consumer Expectations and Business Responses

In this episode, Greg Sterling, Mike Blumenthal, and guest Sammy Paget from BrightLocal dive deep into 15 years of consumer review research trends. Sammy shares insights from BrightLocal’s long-running consumer review survey, highlighting how online reviews have evolved from novelty to necessity in the pu...

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In this milestone 200th episode, the NearMemo crew unpacks Google’s mounting regulatory woes in Europe, including fresh scrutiny under the Digital Markets Act. Mike breaks down a storm of GBP bugs and business suspensions and ponders the fact that Google is actually admitting to them.. Greg steers the convo into the evolving future of search—where AI, chat interfaces, and user expectations are reshaping everything. From legal battles to UI battles, it’s clear: the search landscape is shifting fast.

00:00 Celebrating the 200th Episode (sort of)
01:23 Europe to Google: Play F...

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Greg Sterling and Mike Blumenthal discuss the current state of Google suspensions, the impact of AI overviews on local search traffic, and the evolving landscape of digital marketing strategies. They emphasize the importance of businesses becoming less reliant on Google and exploring alternative marketing channels while navigating the challenges posed by AI and changing search dynamics.

Takeaways
•Google's traffic dynamics are shifting, impacting everyone.
•Suspension isues have been fixed but appeals times for reinstatement have increased significantly.
•AI overviews are reducing visibility for organic search results.
•Businesses should b...

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In this episode, Greg and Mike discuss the recent EU findings regarding Google's non-compliance with the Digital Markets Act (DMA), the implications of algorithm changes leading to increased suspensions and verifications, and the evolving landscape of AI competition, particularly focusing on Google's strategies to retain users amidst rising AI technologies. They also explore the future of local SEO and its unique position in the market.

takeaways

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Buckle up for another Near Memo packed with search drama, AI experiments, and a high-speed Tesla takedown. Mike and Greg dive into Google’s ongoing Business Profile suspensions, unpack the latest AI-driven search changes, and speculate on whether Elon Musk has permanently tanked Tesla’s brand. Plus, a peek at Google’s antitrust battle and what losing Chrome could mean for search dominance.

00:00 The State of Google Business Profile Suspensions
09:39 Trump's DOJ to Force Google to Sell Chrome?
12:26 AI Mode and Local Search
24:59 Tesla's Brand Reputation Crisis

T...