Reframing how search ranking works, Google Doubles Down on Income, Voice Search Redux? w/ Cindy Krum

The Near Memo

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SEOs need to reframe how search ranking works - click thru data being the most important factor:
Click data is a cornerstone of Google’s ranking algorithm, as highlighted by recent DOJ findings. Google uses its heavy reliance on click data to grasp new trends swiftly as well as to “understand” page quality.
Traditional SEO elements like title tags, meta descriptions, scheme, great photos and content provide enduring value but with a new twist. These elements are tools to drive clicks and engagement and thus ultimately drive higher rankings.
Google Doubles Down on Tried & True Income Generators:
Big changes are happening in the search results whether its AI overviews, Bing’s Generative Search, Reddit’s exclusive relationship with Google and decision to exclude others and all seem related to the rollout of AI on Google. But Google’s has been scaling back AI overviews due to high costs and the need for better monetization. With AI responses being expensive, Google’s focus is shifting towards proven money makers like YouTube, Merchant Center and Local results. Krum highlighted Google's continued play on its “micro moments”—know, go, do, buy—each tied to different monetized Google services.
Is Voice Search Set for a Comeback? SEOs Should Stay Calm and Test:
With the evolving landscape of voice search and AI assistants, improvements in natural language processing and better ML programming could solve past issues, such as background noise interference. While voice commands for simple tasks like turning on lights or adding items to a shopping list have become second nature, using voice in public or work settings still feels socially awkward.

Cindy Krum emphasized the expansive nature of what constitutes a "search" in Google's eyes. A simple voice command involves complex data retrieval and context understanding, transforming voice interactions into a broad and intricate type of search. This perspective shift means SEOs might need to rethink their strategies to include optimization for these varied and nuanced queries.

While voice won't ever entirely replace screen-based interactions, its role could significantly expand if user experiences improve. Despite past disappointments with voice technology, there's cautious optimism that advancements could lead to broader acceptance and use.

Cindy advised SEOs to stay calm amid Google's rapid and sometimes erratic changes. She recommended continuing with proven strategies while experimenting with new platforms and search engines. The consensus was clear: it’s a volatile time in SEO, but understanding and adapting to these changes is crucial for future success.

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 167

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