Surviving the New Google: Suspensions & Appeal Delays, AI Overviews, & the Future of Local Marketing

The Near Memo

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Greg Sterling and Mike Blumenthal discuss the current state of Google suspensions, the impact of AI overviews on local search traffic, and the evolving landscape of digital marketing strategies. They emphasize the importance of businesses becoming less reliant on Google and exploring alternative marketing channels while navigating the challenges posed by AI and changing search dynamics.
Takeaways
•Google's traffic dynamics are shifting, impacting everyone.
•Suspension isues have been fixed but appeals times for reinstatement have increased significantly.
•AI overviews are reducing visibility for organic search results.
•Businesses should be cautious when making changes to their listings.
•The importance of managing Google Business Profiles is highlighted.
•Only a small percentage of businesses actively manage their reviews.
•Building a brand independent of Google is crucial for success.
•Social media is a primary channel for customer engagement amongst SMBS.
•AI traffic is not a substitute for traditional search traffic.
•Google's strategy is to retain users by integrating AI into search.

01:36 Update: Google Suspensions/Reverification Fix and Backlog
05:36 The Rise of AI Overviews in Local Search
11:27 Navigating the Future of Google and AI
16:56 Marketing Strategies in a Changing Landscape

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