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Ever wonder how GBP twists the dial to approve an edit? Why they use video verification and what a trust score is? In Part 1 of this interview we learn the answers to those many questions and more.

00:15 Introduction to Brad Wetherall and His Journey
02:53 Transitioning from Google to Bitwise Consulting
05:34 Understanding Google Business Profile Support Structure
08:03d Support Strategies and User Journeys
11:08 The Evolution of Support Systems at Google
13:36 Challenges in Support: Suspensions and Verifications
16:45 The Algorithm Behind Suspensions and Reviews
19:29 Trust and Reporting Mechanisms in Google Business Profile
22:23 Review Fraud: Detection and Challenges
25:01 The Balance Between Fraud Detection and User Experience
27:46 Video Verification and Its Implications
30:41 Final Thoughts on Reviews and Trust Scores


Ep 189

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Google Leaks & NavBoost: How Engagement & Brands Shape Local SEO Rankings in 2024:

Mike unpacked revelations from Google's algorithm leaks and their likely importance for Local SEO. We dove into "NavBoost," a technique where Google rewards high engagement and brand signals with better rankings. Think clicks, brand searches, and even driving directions contributing to a business's prominence.

Greg and David noted how brands dominate the search game. We broke down why engagement—real photos, reviews, and strong brand presence—creates a feedback loop that propels rankings. This led us to the age-old debate: does SEO success mean going beyond Google? Our consensus leaned toward balancing on-platform optimization with off-platform brand-building.

ChatGPT: A Game-Changer in Google's AI Playground:

We dove into the competitive shake-up in search, sparked by ChatGPT's rise since late 2022. This dynamic newcomer has lit a fire under Google, which has enjoyed dominance for decades. While ChatGPT hasn’t toppled Google’s traffic, its user base is reshaping behaviors, with 19% reportedly favoring ChatGPT over Google when forced to choose.

Competition from ChatGPT has catalyzed innovation at Google, pushing AI tools like Gemini into the spotlight. Discussions about AI in search touched on knowledge graphs, generative AI, and how platforms like Apple are slowly carving their niches.

One standout point? ChatGPT's integration into daily life for tasks like local searches and knowledge-based queries is altering habits, making Google more of a secondary option for some. We see these shifts leading to a long-term evolution in how people search—no seismic shifts yet, but wedges are forming in Google's monopoly. As AI-driven tools improve, we’re likely witnessing the beginning of a multi-player field in search and beyond.

DMA and the Search Transformation of 2024:

We unpacked how 2024 is shaping up as a pivotal year for search, driven by regulatory crackdowns and competitive pressures. The European Union’s Digital Markets Act (DMA) is taking center stage, with investigations into Google’s practices for flights, hotels, and shopping. We noted Google’s “malicious compliance” tactics—like reverting to ten blue links—to generate user dissatisfaction and push back against regulators.

Amid the antitrust buzz, we reflected on the potential fragmentation of search. ChatGPT and similar AI tools are gaining traction, compelling Google to innovate under pressure. We agreed this regulatory momentum, alongside AI advancements, might dramatically reshape how we search and retrieve information in the coming years.

With the possibility of stricter regulations in the U.S. on the horizon, the monopoly grip on search seems less certain. Looking ahead, we’re optimistic about the dynamic changes brewing in the industry—there’s never been a more exciting time to explore search innovation.

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 188

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Stephanie Verilhac of Siinda discusses the EU's Digital Markets Act (DMA) and its impact on search behavior. Siinda's research with Near Media showed Google's dominance persists despite compliance changes, with users favoring its ecosystem. Regional differences in search trends were highlighted, including Irish “near me” preferences, French brand loyalty, and Germans' ad clicks. Photos, reviews, and business websites play key roles in user decisions. Verilhac noted Google's partial adherence to the DMA and challenges for smaller businesses in competing with large aggregators. Future DMA updates and expanded research are expected.


In Episode 187 we interview guest Stephanie Verilhac of Siinda. Siinda is an industry association that brings together agencies and technology companies in the local search and “on demand” industry sectors. We explored the application of the EU's Digital Markets Act (DMA) and its effects on search behavior. Stephanie highlighted Siinda's role in supporting digital businesses across Europe and its interest in user responses to Google’s compliance measures.

We focused on joint Siinda/Near Media consumer behavior research, examining Google search results in Ireland, France, and Germany for kitchen remodeling services. While Google implemented changes to align with the DMA's anti-self-preferencing rules, the study revealed that user engagement overwhelmingly favored Google's own ecosystem, including its Local Pack and Maps. The newly introduced "Places Sites" module showed limited visibility and minimal clicks compared to Google's properties.

Stephanie emphasized notable regional differences: Irish users prioritized "near me" searches, French users leaned on brand recognition, and Germans showed a higher propensity to click ads. Cultural diversity across the EU proved significant in shaping search behavior. Photos and reviews emerged as key factors influencing decisions, with users frequently clicking through to business websites for final evaluations.

The conversation also touched on DMA compliance challenges, with Stephanie noting Google's approach often skirts full adherence. While ads are open to all businesses in theory, financial realities favor large aggregators over smaller players.

As the European Commission continues enforcing the DMA under its newly appointed leadership, Stephanie predicted more scrutiny on gatekeepers and potential updates in 2025. Siinda offers resources on their website, cinda.org, and plans to expand research to additional markets.


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 187 Near Memo

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