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Introduction and Background (00:01 - 10:30)

The conversation opens with Greg Sterling introducing Raj Singh, the founder of Soloist.ai, an AI-powered website builder targeted at small businesses and freelancers. Raj shares his background as a serial entrepreneur, highlighting his previous ventures, such as Pulse, acquired by Mozilla, and his journey through the tech landscape from file-sharing companies to AI-driven website creation. This segment sets the stage by exploring Raj’s entrepreneurial journey and interest in simplifying website creation for non-technical users.

Soloist.ai’s Purpose and Unique Features (10:30 - 39:00)
Raj delves into the features and goals of Soloist.ai. Unlike other website builders, Soloist.ai focuses on simplicity, eliminating design paralysis by limiting customization options and streamlining the site creation process. The platform is tailored for solopreneurs and small businesses needing a fast, functional web presence. Raj discusses Mozilla’s support and Soloist’s AI capabilities, enabling users to build single-page sites quickly. The conversation also touches on Mozilla’s broader mission to avoid dark patterns and keep the product free from hidden fees, making it accessible to freelancers and small businesses.

Future Directions and Local Marketing Challenges (39:00 - 59:39)
As the conversation wraps up, the discussion shifts to the future of Soloist.ai and the challenges of digital marketing for local businesses. Raj explains plans for monetization through Mozilla’s ad network and potentially integrating tools like invoicing and CRM into the platform. The team addresses concerns about fraud, site security, and SEO strategies, with Raj considering features for long-term growth while maintaining simplicity. Emphasis is placed on the importance of local SEO and building trusted partnerships, ensuring Soloist’s continued utility for small businesses seeking to establish an online presence.This structure highlights key discussion areas, showcasing the potential and challenges faced by Soloist.ai in its goal to support small businesses in a crowded website-building market.

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 180

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Apple Expands Business Connect Beyond Brick-and-Mortar:

It was announced that Apple Business Connect will now include a broader range of businesses, such as e-commerce, work-from-home, and service-area businesses. Businesses will still undergo the Apple verification process but will benefit from a consistent brand presence across apps like Mail, Apple Pay and ultimately Messages. While non-brick-and-mortar businesses won't appear on Apple Maps, their verified logos will be visible in key Apple services like Siri and Spotlights, enhancing brand trust within the Apple ecosystem. This move strengthens Apple's position as a trusted platform for businesses and customers alike, despite some limitations for smaller agencies and vendors.

BrightLocal Study: Which Directories Matter?

A recent study by Bright Local revealed that while platforms like Yelp maintain a significant presence in Google search results, the majority of high-ranking directories are vertical-specific, varying by industry. Key directories such as ZocDoc for healthcare and TripAdvisor for hospitality were identified as essential for consumer engagement. The study emphasized the importance for businesses to focus on directories that are relevant to their specific verticals, rather than relying on broader platforms.

SEMrush Acquires Search Engine Land & Third Door Media:

The acquisition of Third Door Media, parent company of Search Engine Land and Martech World, by SEMrush was announced this week. The move has sparked concerns about the potential loss of independent industry voices, with fears that SEMrush may shift focus toward promotional content. However, some view the acquisition as a strategic decision, allowing SEMrush to capitalize on the domain authority of these platforms. It is expected that the move will enhance SEMrush’s reach, particularly among beginner and intermediate SEO users, while maintaining a balance between transactional and informational content.

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 179

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Google Tests AI-organized Carousels in Local Search Results for Restaurants & Bars:

Recent test search results for local businesses on Google, particularly restaurants and bars, have been dominated by AI-organized carousels. Searches like “best cocktail bar” now return multiple carousels sequentially down the page, with categories such as rooftop bars, artisanal cocktail bars, and budget-friendly options. These results feature large visuals, ratings, and addresses, allowing users to scroll through various options to view and choose from local listings. Interestingly, the number of carousels varies depending on the location—New York City displayed more than 12, while smaller cities like Rochester and Buffalo showed fewer or none at all, with traditional results like Yelp or Reddit appearing so far down in the search results below the carousels​ that they are largely invisibile.

Facebook Tests New Local Tab, Aggregating Content from Reels, Marketplace, and Events:

A new local tab by Facebook has been introduced in several U.S. cities, aggregating content from Reels, Marketplace, and local events. This move consolidates previously dispersed local content, aiming to create a more streamlined and engaging user experience. Cities like Austin, New York, and Los Angeles were selected for the initial rollout. While no new content is being created, Facebook is leveraging its existing local data. The strategy is expected to enhance engagement by making local information easier to find, though questions remain about how successful this product will be in the long run.

Google Experiences Significant Decline in Customer Loyalty Rankings Over Past Two Years:

Google experienced the largest decline in customer loyalty among top 100 brands, dropping from 9th place in 2022 to 25th in 2023, according to a list compiled by Brand Keys. The annual report assesses nearly 1,500 brands across 140 industries using consumer feedback. While Google's decline was noted, YouTube rose from 21st to 6th place over the same period. Additionally, ChatGPT entered the list at 49th in 2023 and advanced to 40th in 2024. The rankings, based on customer feedback and loyalty metrics, suggest shifting consumer sentiment despite Google's continued market dominance​.

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 178

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Google's Place Sites: A Compliance Gesture or A True Shift in Search?

Google is rolling out a new feature called "Place Sites" in North America, following its initial launch in Europe as part of compliance with the Digital Markets Act (DMA). The feature presents a carousel of aggregator search results, such as Yelp and TripAdvisor, prominently placed in top positions for local queries like restaurants. The idea is to redirect traffic to competitors to address accusations of Google self-preferencing. However, our testing shows that user engagement has been very, very low, with people rarely interacting with the carousel despite its visibility.

This could be a preemptive move by Google to fend off similar regulatory pressures in North America, where laws against self-preferencing are still in discussion. Or it might be part of a larger strategy to boost Google’s new AI-organized search results that keep users within Google’s ecosystem. By offering the AI-refined, visually driven search results, Google could be aiming to increase search volume and maintain its dominance in the market. That all being said, the Places Sites feature is seen more as a compliance gesture than a game-changer for user experience.

Allure Aesthetics' Review Fraud Highlights Google's Inaction & Continuing Consumer Harm

Allure Aesthetics, a plastic surgery clinic in Seattle, has been caught in a major review fraud scandal. After being convicted in 2024 for illegal review practices—such as forcing patients to sign NDAs to prevent negative reviews and having employees post fake ones—Allure was fined $5 million. Despite this, Google has taken little action to remove the fraudulent reviews from its platform. As of now, the clinic still ranks highly in search results with an impressive 4.8 rating based on over 900 reviews, many of which were accumulated during the period of fraudulent activity.

Despite plenty of media coverage and efforts to report the fraud, Google has not removed the questionable reviews or penalized the clinic in its local search results. The scandal underscores a larger issue: Google’s inconsistent approach to handling cases of review fraud, even when businesses have been legally penalized.

FTC Targets AI Tool Rytr for Enabling Fake Review Generation

The FTC has taken action against Rytr, an AI-powered writing tool, accusing it of facilitating the creation of thousands of fake reviews. With a simple interface that allows users to generate human-sounding testimonials at scale, the tool has enabled some subscribers to produce over 10,000 reviews each. The FTC's complaint argues that the tool’s only practical use is to produce deceptive reviews, leading to an enforcement action that requires the company to shut down its review-generating functionality and undergo 20 years of monitoring.

The case has sparked debate, with some FTC members arguing that the action is based on hypothetical harm, while others emphasize the risk of AI tools being misused for fraud. The FTC's move raises questions about the broader role of AI in generating content and its potential to facilitate large-scale review abuse, with concerns growing over how much consumers can trust online reviews in the face of increasing fraud.

AI Notes: These summaries were written by ChatGPT from transcripts of the recording. They were checked for accuracy and rewritten for tone. But if you disagree with the results, take it up with Open AI.

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 177

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How Individual Hotels Can Win in EU Search:
Our research on hotel searches in Europe, revealed that Booking.com dominated user clicks, especially through ads, while Google's Hotel Finder and Business Profiles saw significantly fewer interactions. One surprising discovery was the prominent role of ads, with over 50% of mobile clicks going to ads, particularly Booking.com.

We explore how Google’s algorithm and ad strategies favor aggregators like Booking, rather than individual hotel brands, who do however have an ad opportunity with the new(ish) carousel ad and the Google Business Profiles for visibility. While Booking.com often dominates ad spots, the landing pages sometimes confuse users by showing lists of hotels instead of the specific property clicked from within the Google Hotel Finder.

Google Updated Spam Guidelines: Helpful or FUD?

We discuss Google’s recently updated spam guidelines for web search. The new policy defines spam as content designed to deceive users OR manipulate Google’s search systems for higher rankings. While the term “deceive users” is clear, the use of “manipulate,” could be interpreted broadly to include legitimate SEO practices aimed at improving visibility.

How should businesses and agencies react when dealing with Google spam guidance? Google has a history of FUD. Both groups should be aware of the risks of pushing the limits of SEO. If you're focused on providing real value to users, the risk of penalties remains low, but it’s critical to stay aware of evolving rules.

When & What are we likely to see in the Yelp antitrust case against Google?

The Yelp case accusing Google of unfair business practices, specifically using its dominance in local search to disadvantage competitors like Yelp could provide plenty of insights which may uncover data related to Google’s local search algorithms.

Yelp argues that Google’s local search and local ads operate as separate markets, using a unique algorithm and data set. However, like the Epic Games case against Google, it could take as long as three years for the case to actually go to trial and several more years to explore penalties and file appeals.

That being this case could impact future legislation, especially in light of the EU’s Digital Markets Act and its approach to regulating tech giants like Google.

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 176

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Google Testing Review Badge of Shame & More in UK for Review Abuses:

Google has rolled out a new review “badge of shame” and a new help document titled "Business Profile Restrictions for Policy Violations," introducing stricter actions for businesses engaging in deceptive review practices. Currently being tested in the UK, the policy includes a tiered system of penalties, such as preventing new reviews, unpublishing existing ones, and displaying a "badge of shame" for businesses caught with fraudulent reviews. This marks a shift in Google’s approach, as they historically removed fake reviews without directly accusing businesses of wrongdoing.

The penalties, though designed to improve review integrity, raise concerns about fairness, particularly for businesses that may be falsely flagged. Google has implemented an appeals process, offering business owners a chance to contest these restrictions. However, with previous experiences showing delays in review processes, some wonder how effective the system will be. This effort aligns with broader global regulatory pressures, such as the UK's push against fake reviews and potential influences from European legislation like the Digital Services Act (DSA).

Google’s Antitrust Travails: What’s at Stake in the Latest Legal Battle?

Google is currently facing its second antitrust trial, focusing on its ad-tech dominance. The trial, now in its second week, follows an earlier case where Google was found to be an illegal monopoly in search and text ads. This new case explores the workings of Google's ad exchange and network, with internal documents revealing questionable practices like taking premium cuts from advertisers. Central to the case is how the market is defined—if Google can argue for a broad market with competitors like Amazon and Facebook, it could escape further liability. However, if the market is viewed more narrowly, Google may face more significant consequences, including potential divestitures of its ad business.

Beyond legal outcomes, this case, coupled with Google’s aggressive internal strategies, is tarnishing the company’s public image. Wall Street has already priced in potential legal losses, showing expectations of a major financial impact from a loss. Additionally, these trials may open the door to more lawsuits, including cases like Yelp's, which could bring greater visibility into Google's local search dominance.

Digital Agencies Highlight Disconnect in Local Marketing Priorities:

In a recent survey of nearly 300 digital agencies, a mismatch emerged between the services offered and what agencies perceive as client demand. Agencies commonly offer web design, social media marketing, and SEO, but client demand also includes email marketing and brand marketing—services not prioritized by many agencies. This gap raises questions about how well agencies understand their clients' evolving needs, particularly in small business marketing.

Small businesses also show a surprising lack of attention to crucial tools like Google Business Profiles (GBP) and review management. Despite the importance of local search and reputation management, only a quarter of businesses actively manage their profiles, a disconnect made more mysterious given that business owners frequently use Google for their own research. The data suggests a broader education gap around how these digital tools influence visibility and growth, with many small businesses over-relying on social media while underestimating the value of search and reputation management.

The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, a

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Google and Booking: The Symbiotic Gatekeeper Relationship in European Hotel Search -

We dive into our recent user behavior research findings about hotel searches in Europe. We recruited 100 users each from Spain, France, and Germany, asking them to find hotels in Paris or Rome, and observed how they interacted with Google's search results.

The European hotel market is quite distinct, with behavior in hotel searches differing drastically from other verticals, as well as across countries. This, coupled with Google’s persistent self-preferencing, poses challenges for fair competition.

EU Court Upholds €2.5 Billion Fine Against Google: Antitrust Ruling Could Shape Future Regulations:

In a landmark decision, the European Court of Justice upheld a €2.5 billion fine against Google for antitrust violations in its Shopping Search case. This ruling marks a significant win for regulators, setting the stage for broader action against Google's self-preferencing practices across multiple sectors.

The case, which dates back over a decade, focused on Google's practice of promoting its own shopping services at the expense of competitors. Despite Google's appeal, the court sided with regulators, reinforcing the original decision. While the fine represents a small fraction of Google’s revenue, the ruling sends a strong message about the EU's determination to hold tech giants accountable.

The key takeaway? The court highlighted that Google's use of "boxes" in search results, which showcase its own services prominently, was a major factor in the decision. This could have serious implications for other verticals like local and hotel search, where similar self-preferencing behavior is prevalent.

Moreover, the Digital Markets Act (DMA) gives the EU further tools to regulate Google’s behavior across sectors. Fines under the DMA could reach up to 20% of global revenue for repeat violations, raising the stakes significantly.

With this ruling in place, it’s clear that European regulators are prepared to push harder on Google’s dominance, not just in shopping but across the entire search ecosystem.

Leveling the Playing Field: Remedies for Google’s Self-Preferencing Practices

In the ongoing conversation about Google's self-preferencing, the focus turned to potential remedies in light of mounting regulatory pressure. We discussed various solutions that could address the issues raised by Google’s dominance, particularly in light of the European Court of Justice ruling.

Ultimately, the team concluded that Google's self-preferencing creates an unfair advantage for itself and other monopolistic platforms. Remedies should focus on leveling the playing field, encouraging competition, and limiting Google’s ability to monetize every user interaction. As regulation heats up, Google’s dominance across industries—especially in search—faces significant challenges in the coming years.

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 174 Near Memo

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Google Review Fraud Landscape (10:04):

• Estimates that 18% of reviews across various platforms are fake.
• Home service industries, such as locksmiths, moving companies, and HVAC, are heavily affected.
• Legal sector is also impacted, with fake reviews prevalent among personal injury, criminal defense, and DUI lawyers.

LSA Review Fraud (21:25):

• Lead generation scammers are stealing business from ethical businesses using fake LSA reviews.
• They overcharge consumers and use higher ad revenue to improve their bidding strategy within LSA dashboards.
• Google's LSA program is designed to give consumers confidence in businesses by elevating them above spam and fraud, but it has not been successful.

Practical Advice for Business Owners to Cope With Fake Reviews (40:50):

• Gather evidence of fraudulent activity, such as fake reviews or stolen business licenses, to build a strong case.
• Report fake reviews to Google through the proper channels, but be aware that Google's response may be slow or ineffective.
• Consider legal action against fraudulent businesses, as it may be a violation of racketeering laws in certain jurisdictions.
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• 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 173 - vault ep 139

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