The Near Memo
Greg Sterling, Mike Blumenthal & David Mihm
Exploring the big stories for the week at the intersection of local business & marketing across the spectrum of search, social and commerce. With Greg Sterling, Mike Blumenthal & David Mihm.
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Top 10 The Near Memo Episodes
Goodpods has curated a list of the 10 best The Near Memo episodes, ranked by the number of listens and likes each episode have garnered from our listeners. If you are listening to The Near Memo for the first time, there's no better place to start than with one of these standout episodes. If you are a fan of the show, vote for your favorite The Near Memo episode by adding your comments to the episode page.
06/27/24 • 46 min
Leadferno: a better tools to capture website leads -
Leadferno is a conversion platform designed to transform website visitors into leads through seamless communication tools. Unlike traditional chatbots, Leadferno leverages SMS to facilitate human conversations, which studies show is the preferred communication channel for most people. It’s floating CTAs (Call-to-Actions) on websites encourage visitors to start conversations via text messaging. This approach helps businesses engage more effectively with potential customers by providing a more responsive and preferred communication method.
Leadferno offers various tools, including an embeddable contact form that initiates SMS conversations, request call-back options, and links to other lead forms and scheduling tools. It attempts to make businesses easier to work with by enhancing their ability to convert website visitors into valuable leads through better communication options.
Google nuking GBP & Business Messaging costs small developers:
Google's recent decision to axe its business messaging tools—Google Business Profile Chat and Business Messenger— hits particularly hard for niche players like Leadferno, a company that had heavily invested in integrating these tools. The discontinuation forces smaller firms to reconsider future integrations with Google, given the considerable time and financial resources wasted—six months and approximately $100K, in Leadferno's case.
While it looks like Google will potentially integrate with WhatsApp or SMS, which could partially mitigate the blow for some businesses. However, for many, the sudden shift means lost opportunities and the need to reallocate development efforts. The most affected were businesses with significant Google Business Profile visibility and multi-location operations, which benefited from centralized messaging and automated replies. These features allowed for quicker customer interactions, a critical factor in Google's ranking algorithms.
Google’s decision, like so many similar ones it has made in the past, leaves smaller, innovative companies grappling with the fallout, forcing them to navigate the challenging landscape of constantly shifting tech ecosystems.
Leadferno Research: Small Business Contact Form Failures -
Leadferno documented the startling inefficiencies of small businesses in responding to online contact forms, a crucial channel for new customer acquisition. The research, encompassing 225 businesses across home services, professional services, and medical sectors, highlights a significant gap between customer inquiries and business responses.
Leadferno's Aaron Weiche and his team "mystery shopped" these businesses, submitting highly detailed and strong buying inquiries via their contact forms. The findings are staggering: almost 5% of forms were broken, failing to deliver customer messages entirely. More shockingly, only 15.6% of forms sent an auto-reply, a basic feature that acknowledges receipt and sets customer expectations.
The average response time to these contact form submissions was a lethargic 17 hours and 49 minutes, with professional services responding slightly faster than average, and healthcare lagging behind at over 19 hours. Yet, the most alarming statistic was that 42% of these forms received no response at all.
While small businesses consistently rank new customer acquisition as their top challenge, they are neglecting warm, ready-to-buy leads that land directly in their inboxes. This neglect is even more baffling given the simplicity of the solution: prompt and efficient responses to online inquiries.
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How on page factors & Google updates, Learnings from a G Quality Rater, What is the future of SEO?
The Near Memo
03/16/24 • 52 min
What 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 150
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Long tail searcher behaviors, Gemini switch appears, Content publishing being upended by search
The Near Memo
02/22/24 • 33 min
Long 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 147
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Walmart does drones, GML: AI, automation & images are future, Local inventory ad unit mimics 3-pack
The Near Memo
05/27/22 • 25 min
Walmart announced that they were rolling out drone delivery in 6 states this week, offering upto 100,000 picked in the local store. Meanwhile Gorrila (Europe’s largest food delivery company announced massive layoffs and UberEats continued to struggle to find a profitable path forward. Walmart’s many rural & suburban stores gives them a unique advantage in driving their own, same day delivery service. Interestingly Amazon’s drone work seems to have stalled.
Google is moving full steam ahead on a vision of search and advertising that includes an ever increasing amount of AI driven automation and an ever increasing amount of images and other visuals in the search results. They noted at the GML event that “we're transforming the SERPS into an endless stream of visual ideas”. Google sees automated retail ads and local as their path to compet with Amazon
Google testing new Local inventory ad unit that looks like the 3-pack
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 66
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Google’s Euro DMA Headaches, GBP Local Chaos AND Uncharacteristic Google Comms & AI Search Futures
The Near Memo
04/03/25 • 35 min
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 Fair or Pay Up
13:48 Google’s GBP Meltdown: Bugs, Delays & Suspensions—Oh My! And They Admit It!
21:42 The Future of Search: Bing’s Chance, Google’s Dilemma, and the Chat UX Revolution
Takeaways
- David discusses his recent trip to Europe and the implications of the Digital Markets Act (DMA).
- The DMA aims to create a fairer digital market, particularly regarding Google's self-preferencing practices.
- There is a lack of awareness among marketers in Europe about the DMA and its potential impact.
- AI overviews from Google may fall under the DMA's regulations due to their proprietary nature.
- The conversation highlights the need for businesses to adapt to changes in search interfaces driven by AI.
- Google's current challenges with Business Profiles are causing significant issues for businesses.
- Google, in uncharacteristic fashion actually admitted to these problems. Is this a new, more transparent Google or just a temporary change because so much has gone so wrong in such a short time.
- The hosts discuss the potential for Bing to innovate and capture market share in the evolving search landscape.
- Marketers should monitor traffic and visibility in AI platforms like ChatGPT and Copilot.
- The hype around AI in search is significant, but its impact on traffic is still developing.
- The conversation emphasizes the need for marketers to stay informed and adapt to rapid changes in the digital marketing environment.
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Apple Expands Business Connect, Which Directories Matter?, SEMrush Acquires Search Engine Land
The Near Memo
10/18/24 • 26 min
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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Google Search Quality Declining?, Google Local Test & Self-preferencing, Shifting search behaviors
The Near Memo
06/23/22 • 32 min
There's a growing perception that Google is in decline or dying. In an article in the Atlantic, Charlie Warzel interviews Marie Haynes, Dannie Sullivan and Rand Fishkin to try to understand his growing dissatisfaction with Google’s results. Is it too commercial, too corporate or too sanitized? He is not sure but he does know its not what it used to be.
What would Google local search results look like if Google couldn't put the Local 3-Pack at the top of search results? A recently discovered test may give us a clue. New 'Local Cards' have appeared in organic results. They offer less information but still link to GBP pages, not local websites.Even if this test is abandoned, we need to be prepared for change in local SEO and local marketing if the anit-self-preferencing act passes Congress. .
There is growing anecdotal evidence that users are switching to alternative methods to discover local goods and services. Is GenZ ready to abandon Google? Have they already moved on to TikTok and Instagram? Google has lost other search battle before but have managed, by hook or by crook, to stay relevant.
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 70
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- Rumors of Intuit buying MailChimp for $10 Billion validate SMB / Agency strategy
With an EBITDA of $300,000 million, MailChimp is apparently going to be sold for an eye popping $10 Billion. With a product forward approach they have built a great product for small business audiences and agencies. While it is a great compliment to Intuit’s other small business products, can Intuit leverage this successful brand or will they fail as they have in other acquisitions?
Will 1-800-Contacts suing Warby Parker over trade name use in Adwords upend the rules?
1-800 Contacts takes a very aggressive stance claiming that Warby Parker Adwords ads infringed on its trademarks and deceived customers.They allege that Warby Parker bought advertisements tied to Google and other searches of the 1-800 Contacts brand, ads which route consumers to a page on Warby Parker's website that, according to the plaintiff, "mimics key elements of the 1-800 Contacts website."
Will the rules around advertising against a trade name change?
PE firm Apollo Completes Yahoo Acquisition, will Yahoo succeed?
Among "internet insiders" and urban sophisticates, there's a tendency to dismiss Yahoo. However in many areas of the US, Yahoo's brand remains viable. One question: will Apollo invest in the company or just extract cash? The endgame is likely a return to the public markets. But that requires a growth story.
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Episode 4: Facebook Hides Behind SMBs, Hey's New Newsletter Product, and Wal-mart Innovates with Video
The Near Memo
02/27/21 • 20 min
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.
Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/
05/30/25 • 39 min
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 whether schema markup, directories, or social media still matter, this episode serves up unfiltered takes and battle-tested advice for marketers, SEOs, and local business owners alike.
🚨 Top Themes Covered:
- Google’s AI Overviews: Why AI is rewriting the search interface and what it means for local visibility.
- Urban vs. Rural Search Results: Why AI tools like ChatGPT might actually outperform Google Maps in lower-density areas.
- The End of Organic?: Google’s AI results are now 100% GBP (Google Business Profile) driven—with nearly zero room for traditional website links.
- Reviews Are the New Backlinks: How first- and third-party reviews (especially on platforms like Yelp and TripAdvisor) are now critical ranking factors in AI models.
- The Fragmented Funnel: TikTok and Instagram are eating the top of the funnel—Google is now the validator, not the discoverer.
- Metrics Reimagined: Why clicks are increasingly meaningless, and what to track instead—from CRM tie-ins to survey data and outcome-based KPIs.
- AI’s Role in Product & Strategy: How BirdEye and other platforms are rethinking their offerings to embed AI into every layer—from insights to actions.
- Old-School SEO vs. AI Optimization: Turns out, best practices haven’t changed much—good local SEO still wins, but it’s more critical than ever to focus on outcomes, not vanity metrics.
💡 Key Takeaways:
- Local search isn’t dead—it’s evolving. AI is changing the game, but the fundamentals still matter: strong reviews, simple websites, quality listings, and running a great business.
- Your website still matters, even if it’s not driving direct clicks. It’s a core data source for AI and a validator for customers making high-stakes decisions.
- Directory presence is back in fashion—especially for verticals like travel, dining, and services. Yelp and TripAdvisor are still powerful in AI outputs.
- Forget tips and tricks. Stop obsessing over how to game AI results. Focus on real marketing, customer feedback, and operational excellence.
- AI visibility tracking is a new frontier. Ranking reports may be making a comeback—not for traffic predictions, but for understanding how you show up in AI-generated lists.
📣 Whether you’re an SEO veteran, a SaaS marketer, a multi-location brand, or just trying to figure out where to spend your next marketing dollar, this episode offers tactical wisdom and strategic clarity on where local search is headed—and how to stay ahead.
🎧 Brought to you by GatherUp – our thanks to this episode’s sponsor and a trusted leader in reputation management.
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FAQ
How many episodes does The Near Memo have?
The Near Memo currently has 214 episodes available.
What topics does The Near Memo cover?
The podcast is about News, Seo, Marketing, Entrepreneurship, Apple, Tech News, Podcasts, Google, Business and Amazon.
What is the most popular episode on The Near Memo?
The episode title 'Age cohorts & reviews, Apple’s Business Register, Google’s Visual Elements → Search complexity' is the most popular.
What is the average episode length on The Near Memo?
The average episode length on The Near Memo is 32 minutes.
How often are episodes of The Near Memo released?
Episodes of The Near Memo are typically released every 7 days.
When was the first episode of The Near Memo?
The first episode of The Near Memo was released on Feb 6, 2021.
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