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Welcome to Part 2 of our deep dive into the most revealing SEO and UX research of 2025.
In this episode of the Near Memo podcast, Greg Sterling, Kevin Indig, and Eric Van Buskirk break down how users actually interact with AI Overviews on Google—and what that means for your SEO strategy moving forward.

00:55 – “Trust over Traffic: The SEO Paradigm Shift”
02:10 – “SEO as Traffic Cop, Not Traffic Driver”
03:33 – “Reddit, YouTube & Beyond: Tactical SEO Musts”
07:20 – “Google Killed the Small Guys”
09:05 – “Google’s Fear-Driven Strategy”
11:14 – “Redefining SEO Inside the Org”
12:03 – “Click Recession and the Future of Metrics”
13:31 – “Pitching the New SEO to Leadership”
17:17 – “People Don’t Know LSAs Are Ads”
20:22 – “Gen Z, TikTok, and the Platform Migration”
22:23 – “ChatGPT Is the Train—You’re the Station”



▶️ Missed Part 1? Watch it here → https://youtu.be/pjE3MwOLYcg

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🔥 What’s Inside This Episode:

In this second installment, we focus on the tactical and organizational implications of new user behavior patterns revealed through a qualitative usability study. The study recorded and analyzed nearly 30 hours of real-world search behavior, and the findings are reshaping how smart marketers think about organic search, AI, and branding.

From “click stagflation” to platform diversification, this episode delivers hard truths and actionable insights.

🧠 Top Insights You’ll Take Away:
• SEO isn’t dead—it’s evolved. Traditional traffic metrics are no longer reliable indicators of success.
• Trust is now the first filter. Users skim, scroll, and click based on what (and who) they recognize and believe in.
• Clicks ≠ Conversions. Welcome to the era of “click stagflation”—less traffic, but stable (or growing) business results.
• Google is reacting, not leading. The rise of Reddit, YouTube, and AI Overviews is a defensive move to hold onto users.
• Local trust signals matter more than ever. LSAs win clicks because users don’t realize they’re ads—they just trust the stars.
• Brand awareness is the new SEO moat. If users don’t know or trust you before they search, you likely won’t earn their click.
• SEO must align with social, content, and UX. It’s time for cross-functional “growth teams” that reflect real user journeys.

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🔗 Links & Resources:

📄 Full transcript of Part 2 →
📄 Part 1: Study methodology + foundational insights → https://youtu.be/pjE3MwOLYcg
🧪 Read the study by Kevin Indig and Eric Van Buskirk → https://www.growth-memo.com/p/the-first-ever-ux-study-of-googles?ref=nearmedia.co
🎙️ More from Near Memo →https://www.youtube.com/playlist?list=PLmqwyOgNILWrALQo5FVdB6zlaEJiVyKS_

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💬 What do YOU think?
Are you still measuring SEO success with clicks? Have you updated your strategy for AI Overviews and multi-platform journeys? Drop your thoughts or questions below—let’s talk.

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👍 Like, 💬 Comment, and 🔔 Subscribe to get more straight talk on search, SEO, and local marketing every week.

#SEO #AIOverviews #DigitalMarketing #SearchTrends #ContentStrategy #GoogleSearch #UserExperience #NearMemo #KevinIndig #EricVanBuskirk #GregSterling #UXResearch #ChatGPT #TikTokSearch #TrustEconomy

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🎙️ Trust Before Clicks: What Real Users Do With Google’s AI Overviews

We’ve all seen the headlines: Google’s AI Overviews (AIOs) are changing search forever. But how do real people actually use them?

In this episode of The Near Memo, we dive into the first behavioral UX study of Google’s AIOs, conducted by Kevin Indig and Eric Van Buskirk. The results? Totally eye-opening—and a little humbling for SEOs.

This wasn’t another clickstream analysis. This was watching users scroll, click (or not), skim, and decide across 8 real-world search tasks. Think local searches, health queries, shopping comparisons—all captured through screen recordings, scroll logs, and detailed annotations.

📊 Here’s What They Found:

1. Clicks Are Not Conversions
Only about 1 in 5 “final answers” came from AIOs. Most users finished their journey with traditional organic results, Reddit, YouTube, or maps. Clicking doesn’t always mean trusting—or converting.

2. Trust Comes Before Relevance
Users no longer scan the SERP for “the best answer.” They scan for brands they recognize and sources they trust. If they don’t know you, they scroll right past—even if you’re ranked #1.

3. Reviews Are the Ultimate Shortcut
In both local and shopping searches, people hunted for review stars. They scrolled back and forth just to find them. The takeaway? Reviews aren’t just helpful—they’re directional beacons in search.

4. Most People Skim AIOs
A whopping 86% of users skimmed AIOs. Unless the query was high-risk (think: health or finance), they treated the AI summary like a TL;DR intro and kept scrolling.

5. Risk = Depth
The more serious the query, the deeper the engagement. People spent more time reading, clicked more links to fact-check, and acted with more skepticism.

6. AIO Links Are Largely Ignored
Those little citation icons in AIOs? Most users didn’t touch them. Even large panels full of links got barely any engagement. Why? Because people didn’t perceive them as useful or actionable.

7. Users Are Skeptical—But Still Satisfied
Despite checking citations and bouncing around the page, users still reported high satisfaction with AIOs. Trust is sticky. If something “feels” complete, users stop looking—even if it’s flawed.

8. Google Benefits from the Illusion
Kevin and Eric argue that Google has long benefited from the mistaken belief that it’s the whole journey. In reality, search behavior is multi-touch, cross-platform, and often ends somewhere else entirely.

🎯 Final Thought: Trust Is the New CTR

If your brand isn’t already in the user’s mind, your perfect answer won’t matter.
Clicks are a vanity metric. Final answers are what really count.

To win now, SEOs must:

• Build brand trust before the search starts
• Be visible across platforms (Reddit, YouTube, forums)
• Focus on reviews and SERP presence
• Understand how different search intents drive behavior

This is Part One of a two-part conversation. In Part Two, we unpack the strategic takeaways and what marketers should do next.

Because in the era of AI Overviews, it’s not about ranking first—it’s about being the last place users need to go.

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In this thought-provoking episode of the Near Memo podcast, SEO veteran Cindy Krum joins Greg Sterling and Mike Blumenthal to unpack how Google's evolving use of AI, including MUM (Multitask Unified Model), is reshaping the search landscape. Krum explains how Google is moving from keyword- and entity-based indexing to modeling “journeys” that reflect a user’s intent — aligning with Google's long-abandoned concept of “micro-moments” like “I want to know,” “I want to go,” “I want to do,” and “I want to buy.” These journeys are increasingly being monetized across different verticals such as YouTube, Merchant Center, and local results, as Google balances expensive AI integration with ad revenue optimization.

The trio also explores the convergence of Google Discover, AI Overviews, and personalized browsing experiences — warning that this personalization could result in unprecedented data tracking and loss of consumer privacy. Krum emphasizes that marketers and SEOs must adapt quickly: diversify traffic sources, optimize across social and non-Google platforms, and consider how Google's motivations (data consolidation and monetization) are shaping an experience that prioritizes corporate interests over user needs. The message is clear — traditional SEO tactics won’t survive the AI-driven tide unless they evolve dramatically.

Takeaways
Cindy Krum discusses the MUM model and its impact on SEO.
Google's monetization strategies are evolving with AI integration.
Personalization in search is becoming increasingly important.
Marketers need to optimize for user intent and MUM journeys.
Informational queries represent a significant portion of search traffic.
Diversifying traffic sources is crucial for digital marketers.
Branding and social media presence are essential for visibility.
The search landscape is changing rapidly due to AI advancements.
Marketers should be proactive in adapting to these changes.
Understanding user journeys will be key to future SEO strategies.

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00:00 GatherUp's AmpUp Webinar Overview
05:56 Yelp Antitrust Case Insights
13:32 Google Local Review's AI Overviews and Their Impact
26:45 ChatGPT's Shopping Capabilities and Future Directions

In this episode, Greg and Mike discuss the upcoming AmpUp 2025 virtual conference with Mel Atia of GatherUp, focusing on local SEO, reputation management, and the impact of AI on digital strategies. They delve into Yelp's antitrust case against Google, exploring the implications for local search and advertising. The conversation also highlights Google's new local AI feature, local brand summaries as well as changing consumer behaviors and the implications of ChatGPT getting into product search.

Takeaways

• AmpUp 2025 is a free virtual conference focused on local SEO and reputation management.
• The event will feature sessions on AI's impact on digital agencies and local search strategies.
• Yelp's antitrust case against Google could reshape the local search landscape.
• Google's dominance in local search raises questions about competition and consumer choice.
• AI overviews may simplify search but could misalign with user intent.
• Younger consumers are diversifying their search habits beyond Google.
• Businesses must manage their online reputation across multiple platforms.
• Engagement data is crucial for understanding consumer behavior in search.
• The future of search may involve more personalized and AI-driven experiences.
• Understanding audience behavior is essential for effective digital marketing.

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We discuss the latest developments in Google's antitrust trial and the introduction of new AI features in Google Business Profiles. They explore the implications of these changes for local SEO and user experience, as well as the potential future of search in an AI-driven world. The conversation highlights the challenges Google faces in maintaining its market dominance amidst evolving technologies and user expectations.

00:00
Exploring Google's New AI Features

11:17
Antitrust Trial Insights and Google Remedies

24:57
The Future of Search and AI Integration

Takeaways

• Google is introducing AI features to replace the Q & A and People Also Ask.
• User experience is suffering due to the cluttered interface of Google search results.
• User experience is suffering due to the cluttered interface of Google search results.
• The outcome of the antitrust trial could reshape the competitive landscape for Google.
• AI tools are seen as a threat to Google's traditional search model.
• The future of search may involve more conversational interfaces.
• Google's dominance in search is being challenged by emerging technologies.
• However, Google is the main game in town today but may not be as we transition to new hardware paragigms
• The integration of AI in search plus new hardwardcould lead to a more efficient user experience.
• However it is likely to be 5 years out. Will Google and Apple keep their dominant positions?

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Greg Sterling, Mike Blumenthal, and Sammy Paget of BrightLocal discuss the evolving landscape of consumer reviews, focusing on how consumer behavior has changed over the years, the importance of businesses responding to reviews, and the impact of AI on review management. They explore the future of reviews, the decline in trust, and Google's policies regarding review authenticity, emphasizing the need for businesses to prioritize customer service and engagement.

00:00 Consumer Expectations and Business Responses
02:59 The Importance of Customer Engagement
06:25 Common Mistakes Businesses Make with Reviews
08:24 The Future of Reviews and AI Integration
13:50 Trust and Alternative Sources of Information
17:42 The Role of AI in Review Management
22:43 Google's Trust Report and Review Management
27:27 The Impact of Reviews on Education Institutions
30:49 Final Thoughts on Reviews and Business Practices

Takeaways
•Consumers expect businesses to respond to all types of reviews.
•89% of consumers are likely to use businesses that respond to reviews.
•Engagement through review responses can boost a business's reputation.
•AI is changing how reviews are summarized and presented to consumers.
•Trust in online reviews has declined, leading to alternative sources of information.
•Businesses should focus on delivering excellent service to encourage positive reviews.
•Google's aggressive removal of reviews aims to restore trust in the platform.
•The badge of shame for manipulated reviews may not significantly impact consumer behavior.
•Review responses should be thoughtful and engaging to signal business engagement.
•Businesses need to view reviews as valuable feedback for improvement.

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01:59 Evolution of Consumer Review Behavior
05:03 Trust in Reviews: A Declining Trend
08:14 The Impact of Fake Reviews and AI
14:18 Alternative Review Platforms and Their Trustworthiness
19:30 Key Findings from the 15-Year Review Study
22:07 Best Practices for Review Solicitation
29:22 Consumer Expectations and Business Responses

In this episode, Greg Sterling, Mike Blumenthal, and guest Sammy Paget from BrightLocal dive deep into 15 years of consumer review research trends. Sammy shares insights from BrightLocal’s long-running consumer review survey, highlighting how online reviews have evolved from novelty to necessity in the purchase journey. But as the role of reviews has grown, so has consumer skepticism.

The trio discusses the sharp drop in review trust, the increasing sophistication of fake reviews—especially those powered by AI—and the paradox that while people trust reviews less, they still rely on them heavily. They also explore the growing use of alternative platforms like local news, YouTube, TikTok, and Reddit as sources of business recommendations. Plus, they examine generational behavior and cultural differences in review reading habits.

Whether you're a local business owner or just fascinated by how we evaluate things online, this segment is packed with context and conversation on how trust and behavior around reviews is shifting—and what that means moving forward.

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In this milestone 200th episode, the NearMemo crew unpacks Google’s mounting regulatory woes in Europe, including fresh scrutiny under the Digital Markets Act. Mike breaks down a storm of GBP bugs and business suspensions and ponders the fact that Google is actually admitting to them.. Greg steers the convo into the evolving future of search—where AI, chat interfaces, and user expectations are reshaping everything. From legal battles to UI battles, it’s clear: the search landscape is shifting fast.

00:00 Celebrating the 200th Episode (sort of)
01:23 Europe to Google: Play Fair or Pay Up
13:48 Google’s GBP Meltdown: Bugs, Delays & Suspensions—Oh My! And They Admit It!
21:42 The Future of Search: Bing’s Chance, Google’s Dilemma, and the Chat UX Revolution

Takeaways

• David discusses his recent trip to Europe and the implications of the Digital Markets Act (DMA).
• The DMA aims to create a fairer digital market, particularly regarding Google's self-preferencing practices.
• There is a lack of awareness among marketers in Europe about the DMA and its potential impact.
• AI overviews from Google may fall under the DMA's regulations due to their proprietary nature.
• The conversation highlights the need for businesses to adapt to changes in search interfaces driven by AI.
• Google's current challenges with Business Profiles are causing significant issues for businesses.
• Google, in uncharacteristic fashion actually admitted to these problems. Is this a new, more transparent Google or just a temporary change because so much has gone so wrong in such a short time.
• The hosts discuss the potential for Bing to innovate and capture market share in the evolving search landscape.
• Marketers should monitor traffic and visibility in AI platforms like ChatGPT and Copilot.
• The hype around AI in search is significant, but its impact on traffic is still developing.
• The conversation emphasizes the need for marketers to stay informed and adapt to rapid changes in the digital marketing environment.

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