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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.
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.

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