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MIHMORANDUM
No. 2420
October 3rd, 2016


Check Out My New Company
You Know You Want To


 

Minutive, Vol. 25: A Possum Summary, Dark Social, and More.

Everything you need to know about Google’s ‘Possum’ algorithm update

BY JOY HAWKINS
I’m not as in-the-weeds with day-to-day local ranking fluctuations as I used to be. Luckily, Joy is. Here’s a great summary of the latest changes.

Dark social dominates holiday sharing [RadiumOne data]
BY MATT MCGEE

Marshall Simmonds of Define Media Group gave an illuminating presentation on this topic at last year’s SearchFest in Portland. And, as Mike Blumenthal and I have discussed in previous weeks, this will accelerate in 2016 with the latest iOS 10 iMessage updates.

Why Inbound Must Change

BY MEGHAN KEANEY ANDERSON
If email and messaging are ‘dark social,’ dark search is positioned to explode at the same rate — Meghan points out that Facebook is already approaching 2/3 of Google’s daily volume, and combined with Chat and Voice, Google’s piece of the search pie is getting even smaller.

A High-Stakes Bet: Turning Google Assistant Into a ‘Star Trek’ Computer

BY FARHAD MANJOO
One of the first acknowledgements of this threat that I’ve seen from Google. What they did to Yellow Pages advertising revenues, Amazon, Facebook, and Apple are going to do to THEIR advertising revenues. Will they be able to cobble together enough of a backstop with consumer products and data?  Remains to be seen.

Google Maps app adds “Ok Google” voice command activation for hands free directions

BY BARRY SCHWARTZ
An interesting data point on the tactic Google will use to combat Apple’s platform advantage — enabling Voice within each vertical/task-driven Google app (as opposed to a solitary Google Assistant for non-Android users).

How to scale organic local marketing
BY MEGAN HANNAY

It’s probably the second-most common question I get at conferences, and Megan (and her company ZipSprout) have as good an answer to it as anyone.

Slightly Off-Topic:
Most in U.S. don’t share Silicon Valley’s driverless car enthusiasm

BY CROMWELL SCHUBARTH
I’d suspected this for awhile. Now there’s hard data from a highly reputable source (Kelley Blue Book) to back up my suspicion.