The Near Memo

Send us Fan MailThis episode explores how Google actually uses click data (despite years of denial) and how that reality intersects with the rise of AI Overviews. Cyrus Shepherd connects the dots between antitrust trial revelations, API leaks, and patents, showing that click behavior—especially “last longest click”—is a core ranking signal.The discussion then shifts to how AI Overviews are reshaping search:Reducing traditional clicksForcing Google to predict user behavior with less dataIncreasing the importance of brand, task completion, and engagement signalsFor local businesses and SEOs, the takeaway is clear:👉 Winning now means owning the user journey, driving brand searches, and optimizing for task completion—not just rankings.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailIn Part 2, Steve Wiideman joins Greg Sterling and Mike Blumenthal to cut through the AI hype and explain what’s actually working in multi-location SEO today.Despite growing attention on AI tools and “agentic commerce,” the real drivers of visibility are still foundational: intent-driven content, strong review signals, and brand awareness.They also explore how zero-click search is changing attribution, why websites are becoming data sources for AI, and what local search will look like in the next 3–5 years.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailWhat does it really take to scale SEO across hundreds (or thousands) of locations?In this episode of the Near Memo, Greg Sterling and Mike Blumenthal are joined by Steve Wiideman to unpack the operational, strategic, and technical realities of multi-location SEO.They explore testing frameworks, content strategies, franchise challenges, reviews, imagery, and the evolving nature of search behavior.If you manage local SEO at scale, this is a must-listen.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailGoogle Business Profile impressions are dropping fast—but conversions aren’t.In this Near Memo episode, Greg Sterling, Mike Blumenthal, and Adam Dorfman unpack BirdEye’s latest data and explore what’s really changing in local search.From AI Overviews and LLM-driven discovery to Google’s new Ask Maps interface, they examine how search behavior is shifting—and why Google still controls the final decision point.They also dig into:Category vs brand search behaviorIndustry-level engagement differencesThe evolving role of reviews in AI-driven resultsApple Maps as a quiet challengerIf you’re trying to understand how AI is reshaping local SEO, this episode connects the dots.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailIn this archive episode of the Near Memo podcast, Darren Shaw of Whitespark joins Mike Blumenthal, Greg Sterling, and David Mihm to discuss the influential Local Search Ranking Factors study.The panel breaks down how the survey works, what has changed in local search, and how the rise of AI interfaces like ChatGPT and Gemini could reshape how businesses are discovered online.They explore:Why review volume and recency drive rankingsHow behavioral signals may outweigh traditional SEO factorsWhether links are becoming less importantWhy Google’s behavioral data advantage mattersThe role of expert lists and third-party citations in AI searchThis episode offers a snapshot of local search at a moment of major transition that still resonates 6 months later.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailIn this episode of the Near Memo podcast, Greg Sterling and Mike Blumenthal host a panel discussion with Eric Levine (Leadwise HQ, former Google LSA team), Claudia Tomina (Reputation Arm), Matt Casady (Sterling Sky), and Crystal Horton (Google Business Profile Platinum Product Expert).Together the panel explores how agencies are actually managing LSAs for clients today.Topics include:• The real ranking factors behind Local Service Ads• Whether LSAs are still a DIY product or require agency expertise• How agencies price and manage LSA services• Fraud, verification challenges, and fake listings• Lead quality and the removal of the lead dispute feature• What separates successful LSA campaigns from failed ones• How LSAs may evolve as AI search and brand discovery reshape local searchThe conversation also dives into the agency economics of LSAs — from consulting models to flat fee management and performance expectations in competitive markets like personal injury law.If you’re an agency, consultant, or in-house marketer managing LSAs for clients, this panel discussion offers practical insights into how the product really works.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailGoogle AI & Click Economics Google is replacing structured GBP data with AI-generated summaries, nudging users into AI Mode, and expanding monetization pathways. Aleyda Solis’ study and Near Media research show ads — especially LSAs — are siphoning clicks.Data Moats & Scraping Crackdowns Google restricts scraping, disrupting SerpAPI. The move reinforces Google’s data advantage against ChatGPT and Perplexity while signaling an increasingly closed ecosystem.Reviews, Inflation & Consumer Backlash (22:00–36:00)Yelp’s Trust Report and BrightLocal’s 2026 study show persistent fraud, rising consumer anger, review inflation in legal, and AI becoming the third source of recommendations.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailIn this episode of Near Memo, Rand Fishkin joins Greg Sterling, Mike Blumenthal, and David Mihm to unpack the future of AI search, brand visibility, and digital measurement.Is AI rank tracking possible? Are zero-click journeys killing websites? And how should local businesses measure marketing performance in a world where attribution is breaking down?Rand shares new research on AI brand visibility across ChatGPT, Claude, and Google AI, discusses why performance marketing metrics are eroding, and explains where brands should actually invest their energy in 2026.This is a deep dive into the changing economics of search.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailGoogle Local Service Ads have become one of the most powerful placements in local search — especially in competitive verticals like personal injury law.But what actually drives ranking and performance?In this episode, we examine the real mechanics behind LSAs: review cadence, responsiveness, bidding structure, and the psychology of visual presentation. We explore how headshots and photo sequencing influence trust, why logos don’t convert, and how review manipulation creates competitive distortion.LSAs reward operational excellence more than aggressive spending — and understanding the role of visual trust may be the difference between visibility and invisibility.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailLocal Services Ads have become the “top-of-the-page” battleground for high-value local categories—especially professional services. In this episode, Greg Sterling and Mike Blumenthal talk with former LSA team member Eric Levine about how LSAs evolved, what really influences rank, and how Google’s lead marketplace mechanics shape outcomes.    We break down “request multiple options,” lead billing, the big ranking signals (reviews, responsiveness, radius/service area), why LSAs often win user attention over the local pack, and how photos should be chosen and structured to match user decision-making.Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/