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
Cyrus Shepard Interview: What "Local Brand" Actually Means to Google and AI
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Cyrus Shepard, founder of Zyppy, joins Greg Sterling and Mike Blumenthal for Part 2 of the Near Memo brand-building series — this time on the technical side: how Google and AI systems actually model a brand, and what a local business can do about it.
To Google, a brand isn't a feeling. It's an entity — an entry in a database, connected to your website, your Business Profile, and you. Cyrus walks through what strengthens those connections, why branded search volume is still the single best lever in SEO, and why the decade-old fundamentals came roaring back the moment AI systems started needing the same entity signals local search always needed.
We also get into why ranking first no longer guarantees you're recommended, why Google stopped wanting content and started wanting evidence, whether llms.txt is worth your time (Cyrus says no), and the surprisingly low review threshold where a local flywheel starts turning.
Plus: the cross-business referral tactic neither host had heard proposed before, and a plan involving an unreasonable number of pizzas.
▶️ Be sure to listem to Part 1 of this series, with John Jantsch on small business brand building
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