Ep 188: 2024 Local SEO In Review: Brand Power & Local; AI's Search Shake-Up; EU & US Oversight reshaping Google Search
In our end-of-year wrap-up discussion, we explored the three salient hot-button topics that shaped 2024's Local SEO and search landscape from the impact of the leaks, the importance of brand, to the ongoing changes to search brought by AI and new regulations
Part 1 starts 00:13 - Google Leaks & NavBoost: How Engagement & Brands Shape Local SEO Rankings in 2024
We have long known that brand mentions impacted Local, we just didn't know exactly how. Now we do. 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.
Part 2 starts 12:25 - 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 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.
Part 3 starts 21:25 - DMA and the Search Transformation of 2024
David 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.
Reference Articles: