Long tail searcher behaviors, Gemini switch appears, Content publishing being upended by search
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
Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/
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
Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/
Previous Episode
G-SERPs product searches, Google PR around review removals is puffery, Google Maps SGE a hot mess
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 146
Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/
Next Episode
Consumer Research Highlights Limited Impact of EU Mandated Local SERP Change & On-going EU Challenge
Consumer 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 148
Subscribe to our newsletters and other content at https://www.nearmedia.co/subscribe/
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