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In this thought-provoking episode of the Near Memo podcast, SEO veteran Cindy Krum joins Greg Sterling and Mike Blumenthal to unpack how Google's evolving use of AI, including MUM (Multitask Unified Model), is reshaping the search landscape. Krum explains how Google is moving from keyword- and entity-based indexing to modeling “journeys” that reflect a user’s intent — aligning with Google's long-abandoned concept of “micro-moments” like “I want to know,” “I want to go,” “I want to do,” and “I want to buy.” These journeys are increasingly being monetized across different verticals such as YouTube, Merchant Center, and local results, as Google balances expensive AI integration with ad revenue optimization.

The trio also explores the convergence of Google Discover, AI Overviews, and personalized browsing experiences — warning that this personalization could result in unprecedented data tracking and loss of consumer privacy. Krum emphasizes that marketers and SEOs must adapt quickly: diversify traffic sources, optimize across social and non-Google platforms, and consider how Google's motivations (data consolidation and monetization) are shaping an experience that prioritizes corporate interests over user needs. The message is clear — traditional SEO tactics won’t survive the AI-driven tide unless they evolve dramatically.

Takeaways
Cindy Krum discusses the MUM model and its impact on SEO.
Google's monetization strategies are evolving with AI integration.
Personalization in search is becoming increasingly important.
Marketers need to optimize for user intent and MUM journeys.
Informational queries represent a significant portion of search traffic.
Diversifying traffic sources is crucial for digital marketers.
Branding and social media presence are essential for visibility.
The search landscape is changing rapidly due to AI advancements.
Marketers should be proactive in adapting to these changes.
Understanding user journeys will be key to future SEO strategies.

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00:00 GatherUp's AmpUp Webinar Overview
05:56 Yelp Antitrust Case Insights
13:32 Google Local Review's AI Overviews and Their Impact
26:45 ChatGPT's Shopping Capabilities and Future Directions

In this episode, Greg and Mike discuss the upcoming AmpUp 2025 virtual conference with Mel Atia of GatherUp, focusing on local SEO, reputation management, and the impact of AI on digital strategies. They delve into Yelp's antitrust case against Google, exploring the implications for local search and advertising. The conversation also highlights Google's new local AI feature, local brand summaries as well as changing consumer behaviors and the implications of ChatGPT getting into product search.

Takeaways

• AmpUp 2025 is a free virtual conference focused on local SEO and reputation management.
• The event will feature sessions on AI's impact on digital agencies and local search strategies.
• Yelp's antitrust case against Google could reshape the local search landscape.
• Google's dominance in local search raises questions about competition and consumer choice.
• AI overviews may simplify search but could misalign with user intent.
• Younger consumers are diversifying their search habits beyond Google.
• Businesses must manage their online reputation across multiple platforms.
• Engagement data is crucial for understanding consumer behavior in search.
• The future of search may involve more personalized and AI-driven experiences.
• Understanding audience behavior is essential for effective digital marketing.

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We discuss the latest developments in Google's antitrust trial and the introduction of new AI features in Google Business Profiles. They explore the implications of these changes for local SEO and user experience, as well as the potential future of search in an AI-driven world. The conversation highlights the challenges Google faces in maintaining its market dominance amidst evolving technologies and user expectations.

00:00
Exploring Google's New AI Features

11:17
Antitrust Trial Insights and Google Remedies

24:57
The Future of Search and AI Integration

Takeaways

• Google is introducing AI features to replace the Q & A and People Also Ask.
• User experience is suffering due to the cluttered interface of Google search results.
• User experience is suffering due to the cluttered interface of Google search results.
• The outcome of the antitrust trial could reshape the competitive landscape for Google.
• AI tools are seen as a threat to Google's traditional search model.
• The future of search may involve more conversational interfaces.
• Google's dominance in search is being challenged by emerging technologies.
• However, Google is the main game in town today but may not be as we transition to new hardware paragigms
• The integration of AI in search plus new hardwardcould lead to a more efficient user experience.
• However it is likely to be 5 years out. Will Google and Apple keep their dominant positions?

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