Google: Ad Domination, Self-Updating Maps reflects failure to engage, Mobile SERP are Image Serps

The Near Memo

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According to the 2021 IAB Internet Advertising Revenue Report, online ad revenue grew at the fastest pace since 2006, 35% year over year. In real dollar terms that translated into a $50 billion revenue increase from last year. Mobile revenues comprised roughly 71% of the $189 billion total, while the desktop contributed 28%. Paid search was the largest digital ad revenue category (41%, $78.3 billion), followed by display (30%, $56.7 billion) and digital video (21%, $39.5 billion).

Google has been updating business data for year, not due to AI but because of their massive access to data. This trend is increasing which is both annoying and reflective of their failure to engage SMBs to keep the data updated themselves.

Over the past 5 years images have moved from virtually 0% oif the mobile search results to almost 40%. Google is using AI to understand the content of these images and changing them based on the user query. This points towards a new aspect of technical SEO, image optimization, to improve rank, visibility and conversions for local businesses.

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 60

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