Cyrus Shepard Interview: What "Local Brand" Actually Means to Google and AI
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Cyrus Shepard, founder of Zyppy, joins Greg Sterling and Mike Blumenthal for Part 2 of the Near Memo brand-building series — this time on the technical side: how Google and AI systems actually model a brand, and what a local business can do about it.
To Google, a brand isn't a feeling. It's an entity — an entry in a database, connected to your website, your Business Profile, and you. Cyrus walks through what strengthens those connections, why branded search volume is still the single best lever in SEO, and why the decade-old fundamentals came roaring back the moment AI…
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