What 10 years of changes to the SERPS mean for marketers today:   We discuss Andy Crestodina’s most recent article where he looks at 10+ years of changes to google search results and what they mean. He highlights the evolving dynamics of search engine optimization (SEO) and the importance of diversifying marketing strategies beyond just SEO and Google. It underscores the observation that while rankings can be stable over time with continued investment in SEO, changes in Google's algorithms mean that simply achieving a high position in the search engine results pages (SERP) isn't guaranteed. The advice given is to not solely rely on SEO or Google for online visibility, reflecting a broader strategy that has been advocated for some time. This diversification is crucial for businesses aiming to maintain and enhance their online presence amidst the ever-changing digital landscape. David Mihm's insights further emphasize the growing necessity for businesses to engage potential site visitors with compelling results, based on an understanding of user behavior and preferences. This involves analyzing where users are most likely to click, whether it be on Local Search Ads (LSAs), Pack (PAC) results, or organic listings, and identifying the attributes that make listings more attractive, such as reviews, years in business, or proximity. Mihm's observations validate the approach of focusing on where to invest in search results—be it paid, local, or organic—and which themes to highlight in content to resonate with customers. How the “Hidden Gems” update is impacting Local Search:   Google has rapidly been updating informational queries with content from forums and UGC. This has started to impact the local search results particularly around how to queries and points to the idea that marketers need to know which forums and platforms they can participate in that could drive this type of “barnacle seo”. New EU Local Search Results:  Google has rolled out a number of updates and changes to the local search results to comply with EU requirements limiting the use of cookies and avoiding self-preferencing. The results seem to more of a passive aggressive attempt at compliance that will not generate much traffic for other sites and certainly won’t improve customer satisfaction. The Near Memo is a weekly conversation about Search, Social, and Commerce: What happened, why it matters, and the implications for local businesses and national brands. EP 144 Near Memo Subscribe to our 3x per week newsletter at https://www.nearmedia.co/subscribe/