Ep 171: GBP Phone Hacking Problems Persist, New FTC Fake Reviews Rules, SearchGPT & the Future of Search

Part 1 starts 00:13 - Google's PR Smoke and Mirrors: Old GBP Phone Hacking Problems Persist Despite Promises

Spammers and scammers have been able to hijack business phone numbers on Google listings with alarming ease, despite Google's assurances that such problems were swiftly resolved. We  conducted an experiment, changing a listing's phone number through a fake business listing. The results were shocking—within minutes, the suggested phone number change was accepted, largely due to the high trust Google places in frequent editors, even those located halfway across the world.

This raises serious concerns about Google's handling of user-generated edits, especially when considering real-world implications, like the previous hijacking of major airlines' contact numbers. Despite Google's claims of quick fixes, the reality shows a continued vulnerability, with significant consequences for businesses globally. 

Segment Reference Articles 

Hacking a Business Phone Number on a Google Listing Is (Still) Easy

Part 2 starts 10:41 - FTC Cracks Down on Fake Reviews with New Readily Enforceable Rules

In a significant move, the FTC has officially banned fake reviews and testimonials with a new rule that allows for fines up to $50,000 per instance of abuse. This rule, unlike previous guidelines, has the force of law, giving the FTC more teeth in combating fraudulent online practices. The rule targets a range of deceptive behaviors, including AI-generated reviews, purchased reviews, and insider testimonials. 

Despite the tough stance, enforcement is expected to be limited, focusing on the most egregious offenders. Smaller players and offshore review farms might continue to operate with little fear of repercussions. The new rule marks progress, but without stronger regulations on platforms themselves, the battle against fake reviews is far from won.

Segment Reference Articles: 

FTC Announces Final Rule Banning Fake Reviews

Federal Trade Commission Announces Final Rule Banning Fake Reviews and Testimonials

Part 3 starts 24:58 - SearchGPT & the Future of Search

SearchGPT, still in its early stages, has shown promise in handling informational queries but lags behind Google in delivering robust local search results. Meanwhile, Apple’s strategic moves, such as making Apple Maps available on the web, signal its growing ambition to challenge Google’s dominance, possibly partnering with OpenAI to integrate local data into SearchGPT.

As Google faces antitrust scrutiny, the future of its lucrative default search deals with Apple hangs in the balance. The potential for divestitures of key assets like Chrome or Android could reshape the industry, but any significant changes are likely years away. With the rapid evolution of AI in search, the next few years could redefine how users interact with these platforms, setting the stage for a new era in digital search.

Segment Reference Articles:

Competing in Search

Local Is Key for SearchGPT

AI disclosure: The imagery and summaries of the segments were created by ChatGPT and edited & vetted by someone with human intelligence, although the amount of it is questionable. If there are grammatical errors, blame the AI not the author.