EP 206 - Google's Power Grab: AI Journeys, Monetized Moments, & the End of SEO as We Know It with Cindy Krum
Google's next big move? Hyper-personalized AI search journeys that monetize your every click. On Near Memo, Cindy Krum explains how SEO must evolve fast—or fade. Discover, MUM, AI Overviews, and privacy tradeoffs all collide in a new search battleground.
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The Podcast Deets
In this thought-provoking episode of the Near Memo podcast, SEO veteran Cindy Krum joins Greg Sterling and Mike Blumenthal to unpack how Google's evolving use of AI, including MUM (Multitask Unified Model), is reshaping the search landscape. Krum explains how Google is moving from keyword- and entity-based indexing to modeling “journeys” that reflect a user’s intent — aligning with Google's long-abandoned concept of “micro-moments” like “I want to know,” “I want to go,” “I want to do,” and “I want to buy.” These journeys are increasingly being monetized across different verticals such as YouTube, Merchant Center, and local results, as Google balances expensive AI integration with ad revenue optimization.
The trio also explores the convergence of Google Discover, AI Overviews, and personalized browsing experiences — warning that this personalization could result in unprecedented data tracking and loss of consumer privacy. Krum emphasizes that marketers and SEOs must adapt quickly: diversify traffic sources, optimize across social and non-Google platforms, and consider how Google's motivations (data consolidation and monetization) are shaping an experience that prioritizes corporate interests over user needs. The message is clear — traditional SEO tactics won’t survive the AI-driven tide unless they evolve dramatically.
0:00 Introduction and Guest Introduction
02:16 Understanding Google Mum and SEO Evolution
06:41 Monetization of Search and AI Integration
10:11 Personalization in Search and User Intent
15:59 Mapping User Journeys for SEO
20:33 The Role of AI Overviews in Informational Queries
25:54 Exploring AI Overviews in Local Search
39:23 Adapting SEO Strategies for the Future & Navigating the Changing Landscape of Search
Related Links
MUM: A new AI Milestone for Understanding Information
Micro-Moments: Your Guide to Winning the Shift to Mobile
The Next Chatper of Search with Cindy Krum
Word to Your Mum: Managing the Future of SEO Without Keywords by Cindy Krum, MobileMoxie
Google MUM Algorithm 2023 - Cindy Krum & Bartosz Goralewicz
Takeaways
- Cindy Krum discusses the MUM model and its impact on SEO.
- Google's monetization strategies are evolving with AI integration.
- Personalization in search is becoming increasingly important.
- Marketers need to optimize for user intent and MUM journeys.
- Informational queries represent a significant portion of search traffic.
- Diversifying traffic sources is crucial for digital marketers.
- Branding and social media presence are essential for visibility.
- The search landscape is changing rapidly due to AI advancements.
- Marketers should be proactive in adapting to these changes.
- Understanding user journeys will be key to future SEO strategies.