The Near Memo

Send us Fan MailThe need to move SMBs from Tactics to Strategy & how fractional CMO’s can do that:  John Jantsch is a seasoned consultant, speaker, and bestselling author, notably recognized for his Duct Tape Marketing brand. He shares his journey of owning an agency for 30 years, highlighting his affinity for small to midsize businesses and the challenges they face, especially regarding budget and focus. Jantsch's Duct Tape Marketing was his solution to the market's need for effective and straightforward marketing services. Over time, his approach evolved into licensing his methodology to other agencies and consultants.In the last five years, Jantsch has pivoted towards offering fractional Chief Marketing Officer (CMO) services, capitalizing on the growing acceptance and need for part-time executive roles. He explains that the fractional CMO concept is cost-effective, providing senior marketing leadership at a fraction of the cost of a full-time CMO, particularly beneficial for companies with revenues under $30 million.Jantsch observes an increasing demand for strategic marketing services, partly due to the market's rapid changes and the desire for differentiation among agencies. He notes that while there is a prevalent focus on lead generation and short-term goals in the industry, there's a growing recognition of the value of strategic planning, especially for businesses crossing the million-dollar revenue threshold.Helping agencies to increase profits by developing their own fractional CMO capacity:  In the second part of the interview, John Jantsch delves into the challenges and nuances of adopting a fractional Chief Marketing Officer (CMO) role within agencies. He acknowledges the difficulty agencies face when shifting from execution-focused services to strategic consulting, especially with existing clients who may not perceive them in this new light. Jantsch suggests that offering strategic services as an add-on and targeting a more ideal client base can facilitate this transition.He critiques the common misunderstanding of having a marketing "plan" when businesses merely execute isolated tactics without a cohesive strategy. Jantsch emphasizes the importance of a targeted approach, focusing on the top 20% of customers and aligning marketing efforts with the entire customer journey, which he represents through the "marketing hourglass" concept. This approach entails understanding the customer's needs, refining messaging, and integrating strategic content creation.Jantsch also discusses the foundational phase of client engagement, where he insists on starting with a strategy phase, lasting about 45 days, to build trust and set the groundwork for further marketing efforts. This phase allows for the identification of a client's true challenges and needs, fostering a relationship where the agency transitions from a vendor to a trusted advisor.He highlights the importance of the CMO as the advocate for the customer within the company, ensuring that the entire customer experience, from initial contact through sales and service, aligns with the strategic marketing plan. Jantsch's approach underscores the need for a comprehensive understanding of the client's business processes, which is crucial for delivering effective marketing solutions and establishing a long-term partnership.How to begin implementing a fractional CMO relationship with your client:  In the final part of the interview, John Jantsch discusses building trust and managing dynamics within client organizations as a fractional CMO. He notes the common presence of internal politics and resistance, but emphasizes that manSubscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailIn this special edition, Mike and David discuss their visit to Brussels to attend Google’s report on their compliance with the European Digital Markets Act (DMA). The DMA, targeting large tech entities including Google, aims to regulate their status as gatekeepers to the internet. This session, specifically addressing Google's compliance, saw over 20 presenters from Google over an extensive eight-hour period, detailing their view of adherence to the DMA's regulations across various aspects of their operations.The workshop was organized by the European Commission and attended by a diverse group, including industry trade groups, direct competitors such as DuckDuckGo, and consumer organizations. Discussions spanned from Google's dominance in online search and data portability to interoperability issues, with Google outlining its efforts in adapting its services to meet DMA requirements. Google specifically excluded Local, the Local Pack, Google Maps and entities from a need for compliance. Google's argument primarily revolved around the challenges of balancing stakeholder needs while continuing to innovate within the constraints imposed by the DMA. Despite this, skepticism persisted among attendees and the commission regarding Google's compliance, particularly concerning self-preferencing. The commission's quick initiation of an investigation into Google's compliance post-workshop indicates both a rigorous approach towards enforcing the DMA and great deal of skepticism on the part of the EU as to compliance.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.near memo ep 151Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailWhat on-page factors are associated with sites that see big gains or declines after Google updates?  Cyrus Shepard explains his recent research looking at correlations between a range of on page factors that might affect Google’s perception of your site and analyzes which factors were associated with increases or decreases in site visibility. Are stock photos a death knell? Are ads a deal breaker? Should contact information be on every page?What Cyrus learned from being a Google Quality Rater? It isn’t easy to become a quality rater. It is hard work and pays beans but someone had to do it, right? Cyrus jumped into the breach and from his experience explained how these guidelines should inform your site.   What is the future of SEO?  Things are changing fast. Ai is stealing eyeballs and impacting search results. How long does SEO have and should we all be looking for other jobs or will generative AI solutions to search just increase the opportunities? Will Google continue to be the main source for leads going forward?  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.near memo ep 150Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan Mail Google’s March Core Update & FUD:  David Mihm sheds light on Google's March core update, marking it as an unusually impactful monthly adjustment from the tech giant. The update has sparked extensive conversation among SEO experts. He highlighted three key focus areas of the update: scaled content, largely driven by AI technologies; site reputation abuse; and what is known colloquially as "parasite SEO." The latter involves strategies to boost article visibility and rankings through dubious means, undermining the quality and reliability of search results.The concept of "scaled content" pertains to the bulk creation and dissemination of AI-generated articles, a trend that raises questions about content originality and value. Meanwhile, the term "site reputation abuse" remains somewhat ambiguous, with Mihm relying on insights from a LinkedIn post by Solis to decipher Google's intended targets with this update.How much of this is enforceable and how much is FUD is debatable. Brightlocal Consumer Review Survey:  We discuss the key findings from the recent BrightLocal review survey Trust in Reviews: The survey confirms that online reviews continue to be a critical factor in consumer decision-making, with a strong preference for businesses rated at four stars or above.Importance of Recent Reviews: Consumers place high value on the freshness of reviews, indicating the necessity for businesses to continuously generate new, positive feedback.Expectation for Response: There is a clear expectation among consumers for businesses to engage with and respond to reviews, signaling this as a factor in building trust and loyalty.Concerns Over Review Fraud: The survey highlights consumer concerns regarding the authenticity of reviews, emphasizing the need for transparency and authenticity in review management.How Often Do Searchers Use the Local Finder?  We discuss data from our recent search behavior study that sheds light on how frequently users access the Local Finder. Search behaviors diverge significantly across devices and verticals, with a marked preference for using the Local Finder feature more on mobile devices and more on queries that are less price sensitive and more reputation driven. 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.near memo ep 149Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailConsumer Research Highlights Limited Impact of DMA Mandated Google's SERP Changes:  Near Media unveiled findings from their latest research on the restaurant vertical in Ireland, investigating the effects of Google's Search Engine Results Page (SERP) changes in light of the Digital Markets Act. The study aimed to ascertain whether Google's adjustments to its Irish SERP features influence user click behavior or choices, particularly in selecting restaurants. The UI changes implemented by Google, such as the Places Sites module intended to feature local directories and content websites about restaurants, received minimal engagement from users. Despite its visibility in 60% of searches, it was often overshadowed by the prominence of Google Business Profile results and the traditional local pack, especially on mobile devices where user scrolling was limited. This outcome suggests that while Google's efforts to adapt to the DMA's requirements are visible, they have yet to significantly alter user interaction with SERP features.The Rise of Zero-Click Searches: A Challenge to Content Publishers and a Boon for Google Business Profiles:  zero-click searches refer to queries resolved on the search engine's results page itself, without leading the user to an external website. This trend, particularly pronounced in the restaurant sector, signifies a shift towards Google Business Profiles (GBP) as the primary source of information for users, sidelining traditional content publishers and third-party platforms like TripAdvisor and OpenTable.Research indicates that approximately 50% of mobile searches for restaurants end without a click to external sites, as users find sufficient information within Google's local finder or GBP listings. On desktops, this figure slightly decreases but remains significant. Interestingly, when users do opt for external sources, TripAdvisor emerges as the dominant choice, overshadowing competitors such as Yelp, despite its historical association with restaurant reviews.EU faces regulatory challenges vis a vis Google’s Self-Preferencing in Local search results:  The dynamics of zero-click searches and the role of self-preferencing by Google,has implications for competitors, consumer choice and regulators. The European Union faces significant regulatory challenges in addressing these issues, given the lack of clear success criteria and the general nature of current regulations. The visual dominance of Google's "pack" feature and its influence on consumer behavior, with a significant portion of users engaging with these results, denies any benefit theoretically invoked by Google’s SERP changes. Brands like TripAdvisor and ZocDoc manage to stand out through strong branding and SEO efforts, suggesting that a balanced approach is essential for visibility and engagement in the highly competitive digital 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.near memo ep 148Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailLong tail searcher behaviors: 10% of Discovery searches involve a brand search on Google:  In our most recent multi-location consumer Google search behavior research analyzing restaurant searches we saw roughly 10% of all searchers use the scrolling map for location precision and we saw an equal number of searchers do a local brand search as part of their discovery process. These brand searches seem to be either to better understand a location or to confirm their choice. Oftentimes it was a shorthand way for searchers to increase their confidence in the overall rating of a location without having to read the reviews. Gemini search now a front and center toggle in the Google App:  The mobile Google App is now offering a toggle switch that allows users to easily compare traditional results with Gemini results. While search is the default, Gemini is readily available as an alternative choice. Gemini is more like the 10-blue links Google. The UI is cleaner and there's less "information clutter." It's not clear, however, that you can entirely trust Gemini. While interesting, it still seems to be more of a positioning ploy vis a vis ChatGPT and their recently announced search engine than a real alternative to search. Content publishing being upended by search - Can it change?Recent tales of Reddit content outraninking original content seems to belie Google’s stated intent of the Helpful Content Update showing smaller sites that demonstrate EEAT with real world experience and a singular point of view. While some are optimistic that new developments in Google AI will fix the results, the way that the algo works might doom it to a loop of brand mediocrity. 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.near memo ep 147Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan Mail Google adds Reddit to product searches and spammers follow:  We discuss a new study by Glenn Alsop that examines the prevalence of discussion and forum search features This module is a tacit admission on Google's part that its algorithm can no longer actually surface good organic content. LikeThe study, which analyzed 10,000 product review search queries, revealed significant insights into user behavior and Google's response to search result satisfaction.According to the findings, the discussions and forums Search Engine Results Page (SERP) feature appears in 77% of the analyzed queries, with Reddit emerging as the dominant platform in this category. Alsop's research indicated that Reddit was present 98% of the time when the discussions and forums feature appeared, often occupying two out of the three results showcased.  Google announces review removals with PR puffery:  Google, according to their release, removed 170 million fake reviews last year. They blocked 14 million policy violating videos and 2 million attempts by bad actors to claim GBPs. And they blocked 12 million fake GBPs. These numbers sound like big numbers. But then if you actually think about the fact that there are over 230 million businesses in the world in Google’s index it comes out to less than 1 review per business. The same analysis can be applied to the takedowns as well. Despite the bluster the problem is getting no better and in some area like LSA’s its getting worse.  Google Maps AI (SGE) a hot mess:  Google has rolled out a Google Maps AI experiment to a limited number of Local Guides. While holding the promise of delivering long tail results and providing meaningful improvements to Maps, the product is slow and non-rsponsive. While it might get better, it needs to do so soon as it is a significantly worse experience than Maps.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.near memo ep 146Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan Mail Will AI Improve SMB Websites?Consumers overwhelmingly prefer AI-generated content over human-created content across various formats, signaling a potential shift in online content creation. Businesses and agencies are adopting AI for content creation, citing effectiveness and cost reduction. However, concerns about the loss of human touch and authenticity persist, especially in personal brand building and influencer marketing. While AI can streamline information delivery, the rise of generic AI content may prompt a resurgence in demand for authentic, personalized content from individuals and brands.Google Maps Getting Conversational AI: Google introduced AI into Google Maps, allowing conversational queries about businesses based on structured data and user reviews. This move suggests Maps as a more effective platform for AI integration compared to organic search. The potential for personalized and detailed queries is high, with implications for local inventory and user engagement. However, there's a risk of commercialization overshadowing informative search results, as seen in Google Lens. Despite potential revenue growth, there's concern about the impact on Google's core search business. The integration of Gemini's conversational faceted search aligns with Maps' data structure, offering a promising user experience. Bright Local Brand Survey Takeaways:The BrightLocal Brand Beacon Report 2024 reveals insights into multi-location marketing strategies, with a focus on SEO, social media, and customer satisfaction. High-performing brands prioritize local SEO and understand the difference between traditional and local SEO, offering opportunities for improvement in average performers. Despite heavy investments in social media, email and SEO continue to drive significant results, highlighting potential areas for growth. Additionally, the rise of AI in email marketing suggests future trends in content creation. Overall, the discussion underscores the evolving landscape of digital marketing strategies for multi-location businesses and the importance of staying informed to adapt effectively.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.near memo ep 145Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan MailWhat 10 years of changes to the SERPS mean for marketers today:  We discuss Andy Crestodina’s most recent article where he looks at 10+ years of changes to google search results and what they mean. He highlights the evolving dynamics of search engine optimization (SEO) and the importance of diversifying marketing strategies beyond just SEO and Google. It underscores the observation that while rankings can be stable over time with continued investment in SEO, changes in Google's algorithms mean that simply achieving a high position in the search engine results pages (SERP) isn't guaranteed. The advice given is to not solely rely on SEO or Google for online visibility, reflecting a broader strategy that has been advocated for some time. This diversification is crucial for businesses aiming to maintain and enhance their online presence amidst the ever-changing digital landscape.David Mihm's insights further emphasize the growing necessity for businesses to engage potential site visitors with compelling results, based on an understanding of user behavior and preferences. This involves analyzing where users are most likely to click, whether it be on Local Search Ads (LSAs), Pack (PAC) results, or organic listings, and identifying the attributes that make listings more attractive, such as reviews, years in business, or proximity. Mihm's observations validate the approach of focusing on where to invest in search results—be it paid, local, or organic—and which themes to highlight in content to resonate with customers.How the “Hidden Gems” update is impacting Local Search:  Google has rapidly been updating informational queries with content from forums and UGC. This has started to impact the local search results particularly around how to queries and points to the idea that marketers need to know which forums and platforms they can participate in that could drive this type of “barnacle seo”.New EU Local Search Results: Google has rolled out a number of updates and changes to the local search results to comply with EU requirements limiting the use of cookies and avoiding self-preferencing. The results seem to more of a passive aggressive attempt at compliance that will not generate much traffic for other sites and certainly won’t improve customer satisfaction.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 144 Near MemoSubscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/

Send us Fan Mail Will Fired Google Raters Be Replaced with AI?Last week Google terminated their relationship with one of the companies responsible for rating the quality of websites. Certainly Google has been on a cost cutting rampage of late with layoffs and product cancellations. But is the ending of one of their relationships with one of the companies responsible for quality rating just a cost cutting measure or a foreshadowing of Google using AI to perform this important task?SEO Tools are just tools and should be used with care:In a recent consulting gig, in analyzing a client’s ranking history, it appeared that their on-line Google presence had gone south. The rankings on all of their keywords in Google Maps were were disappearing and it had been getting worse since the second week of November. But the reality was much more subtle. They and their rank tracking tool had been bitten by a local Google algo update. Hidden Gems and the Decline of Big Social:Google and the internet are going through big changes. the large social sites are becoming less attractive and the SERPS are becoming more …. annoying? Google in an effort to address this changing reality has elevated niche forum sites. Will the same things happen to these forums now that Google is focusing on them as happened to a lot of the Google search results? Is Google just shifting the responsibility for moderating content off to the sites? How does this change affect your content strategies. All good questions we grapple with in this segmentThe 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.near memo ep 143Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/