The Near Memo
Exploring the big stories for the week at the intersection of local business & marketing across the spectrum of search, social and commerce. With Greg Sterling, Mike Blumenthal & David Mihm.
The Near Memo
Google Lied About Click Data — Here’s What Actually Drives Rankings in 2026
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This episode explores how Google actually uses click data (despite years of denial) and how that reality intersects with the rise of AI Overviews. Cyrus Shepherd connects the dots between antitrust trial revelations, API leaks, and patents, showing that click behavior—especially “last longest click”—is a core ranking signal.
The discussion then shifts to how AI Overviews are reshaping search:
- Reducing traditional clicks
- Forcing Google to predict user behavior with less data
- Increasing the importance of brand, task completion, and engagement signals
For local businesses and SEOs, the takeaway is clear:
👉 Winning now means owning the user journey, driving brand searches, and optimizing for task completion—not just rankings.
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