AI Mode, Gemini 3 & the Future of Search: Jes Scholz on What SEOs Must Do Now - P1

AI is changing everything — but not in the oversimplified way many predict. In this deep conversation, Jes Scholz joins Greg Sterling and Mike Blumenthal to unpack the rise of conversational interfaces, Gemini 3’s impact on Google, the shrinking search index, the future of publishers, and what brand building truly means in an AI-driven world. We also dive into how local search is evolving, why consensus matters more than originality for algorithms, and what makes content “distribution-worthy” in 2025. 00:00 – Intro & Jes Scholz joins the Near Memo 00:10 – Conversational interfaces and the shift from search box to AI 01:21 – AI adoption across generations & private vs public use 05:03 – Gemini 3 arrives: Competitive dynamics and rapid AI evolution 07:27 – Will AI Mode become Google’s default interface? 09:56 – Google’s shrinking index & the rise of quality-first filtering 12:37 – The future of publishers: Consensus vs originality & the return of talent 15:29 – The new era of branding: Why consensus drives visibility 17:56 – Scaling brand principles to local markets 18:59 – Local algorithms, review patterns & the AI interpretation of trust 21:41 – Why Google still wins the last click 23:40 – TikTok, Meta & the real engines of brand salience 25:19 – New research: How people actually use AI Overviews 26:11 – Content strategy in an AI world: Forget hacks, focus on distribution 27:02 – Fame, brand salience & writing for humans 30:47 – The failure of over-attribution & the erosion of real marketing principles