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The Death of Keywords: How Google’s Personal Intelligence is defining the future of Local Search

The Near Memo
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In Part 2 of Near Media’s conversation with Garrett Sussman, the discussion shifts from AI personalization theory to the real-world impact on local search, SEO, reviews, attribution, and marketing strategy.

Garrett joins Greg Sterling and Mike Blumenthal to explore how Google’s growing use of behavioral data, Gmail, Calendar, Maps, reviews, and AI Mode could fundamentally reshape local discovery.

The group discusses:

  • AI-driven local recommendations
  • Why direct mail showed up in AI Mode
  • The future of Google Business Profiles
  • How marketers should rethink SEO measurement
  • Persona-based AI testing
  • Reviews and reputation in AI search
  • Whether AI will ultimately simplify or complicate marketing

This episode is both a warning and a roadmap for marketers navigating the shift from traditional search to the coming personalized AI-driven discovery.

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