Entities not keywords, key to search, Google Offers shows playbook, Data privacy even more important The Near Memo

Time to stop lamenting “zero click” search and to embrace the “messy middle” of Google’s entity search and barnacle SEO. Understanding how Google has remade all of search from inventory to brands into entity search as a way to help consumers make a decision is key to building out a successful search optimization strategy. 
Google is leveraging ever more granular product entities and product information to create a local product search experience that Amazon can’t compete with. 
Privacy should be a right not a convoluted opt out process. Most users, in choosing to not allow Apple’s app tracking show the way forward on privacy - opt in not opt out. While it is unlikely the federal government will go there states will. Hopefully sooner rather than later. 
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.
Near Memo Ep 71
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