June 24, 2025 • 36 mins
SEO is evolving fast, and AI is reshaping how businesses rank online. Marketing Madmen goes live from Atlanta Tech Week with Chris Williams (Elite Web Professionals) and Tommy Green (Serial Entrepreneur) to break down the latest trends in SEO, AI-driven content, and brand marketing.
They dive deep into: ✅ AI-powered search & Google’s evolving algorithms ✅ Optimizing for TikTok, LinkedIn & multi-platform search ✅ Why authenticity in content creation matters more than ever ✅ How businesses can future-proof their SEO strategy
🎙️ Whether you're a beginner or an expert, this episode delivers game-changing insights on how digital marketing is shifting in 2025!
Key Takeaways:
- SEO is shifting toward answer-based optimization (AEO)—Google favors Q&A-style content over traditional keyword stuffing.
- AI is a tool, not a replacement—execution, strategic prompts, and brand authenticity still matter most.
- Multi-platform search is the future—businesses must optimize for TikTok, YouTube, LinkedIn & beyond, not just Google.
- Brand authority is everything—AI rewards trust & credibility, penalizing low-value, automated content.
- Google’s AI-driven search is reducing website traffic—businesses must adapt their SEO strategy to stay visible.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
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They say marketing is a mad man's game, so now we turned it
over to the Marketing Madman with Nick Constantino and Trip
Joe. I am with my boy Chris Williams,
who we've been with many times before from elite web
(00:44):
professionals, and I'm with Tommy Green.
Tommy, come a little by yourself, brother.
Serial entrepreneur Started withdigital marketing.
This doesn't work. OK, started with digital
marketing and kind of roll that into a few different other
businesses. SEO is kind of the crust of it.
So understanding like having a website and how your SEO makes
it rank on Google is really important and there's a lot of
(01:05):
money in there. So I've been able to build
business for myself. And then I also have clients
that I do those services for, sothey make money off of that
skill set too. So just knowing SEO is a great
skill set for you and your own business, but it's also
something that you can ultimately make money from for
helping businesses like this good business.
Love it, love it. All right, so let's get to the
(01:25):
hard stuff. So Chris, First off, it seems
like nowadays every asshole in the world writes a book and puts
out a book. So what makes this book
different? This book is different because
this is my life. I do websites.
I do marketing. I've been doing websites now for
16 years. I built over 400 websites sites.
I have 100% success rate gettingmy clients ranked on the first
page of Google. This book is different because
this is the reasons why people told me that any website every
(01:48):
single day wake up, I come to people's business.
I don't need a website because Igot social media.
I don't need a website because Imade too much money.
I don't need a website for all these different reasons.
And so I came up with this 33 reasons why you need a website
right now, because I believe right now and this Mark,
everyone needs a website. Whether you want a business or
not, you need a website today. Yeah, and it's a great point.
And I think before you get to where we are now at this rapid
(02:10):
pace of change, you at least need the fundamental
understanding. And I think that's another thing
that people do wrong. They know they need all that,
but they try to read an article modern, which is 70,000 steps
ahead of where you need to be tounderstand these fundamentally.
So talk a little bit about the breakdown.
You know, I, I like it. The text is big.
I got a short attention span watching little winky dink text
just doesn't work for me. Talk about structurally what it
(02:30):
looks like and what you would you hope most people will get at
it if they sit down and give it a full read.
That you're, you start from somewhere.
If you don't have a site, start from somewhere.
Create your page, create your website, start delivering your
message. A lot of times people feel like
everybody's already talked aboutit already.
So I don't need to put it on my side.
I just need to put a five pager up or one pager up and start a
funnel, right? But if you haven't talked about
(02:52):
it yet, it has not been talked about enough.
There's people who will connect with you, hear your message and
want to buy from you because they resonate with your store,
right? So whatever it is in your space,
beat a voice in your in your market so they can understand
what's unique about you. Yeah, Tommy, so, so you're a
serial entrepreneur. You've done a bunch of
businesses for yourself and other people.
Now, what do you wish you can goback and tell yourself when you
(03:12):
were starting this journey? And what do you tell people out
here who might be a little bit more basic than you are?
Basic is a crazy word. Let's kind of take that
differently. Maybe the basic less advanced.
Forget it. No, I would say just get
started. It took me a while to kind of
because I started with working at companies like I had jobs is
where I kind of got the skill set is where I kind of started
(03:34):
and I didn't, I wasn't brave enough to go out and just do it
myself for a while. And so once I finally took that
jump, I realized it wasn't as hard as I thought.
And once you get a couple clients and you learn the skill
set, it's something that no one can take away from you for sure.
And once the business started toroll and we started to get
multiple clients coming in and paying us every month, I was
able to quit my job and stop working and just find more
(03:56):
clients. You know, it'll change your
focus on what you have without without those clients, I
wouldn't be able to kind of makethat leap.
But if I would have started faster, I would have got to the
clients faster. I think it comes down to a
fundamental part of business, right?
You can't be afraid to fail, right?
You're going to fail probably 1000 times before you start
succeeding. But if you don't learn from
those failures and you keep making the same mistakes,
business isn't for you, right? You got to learn about adjusting
(04:19):
on the fly and how quickly algorithm changes happen and
everything happens. It's even more relevant because
you could make the best post of your life, the best SEO of your
life, and it could be gone tomorrow because of something
completely out of your control, which is just, is just messy.
Happening to me right now, I don't want to talk about it.
But you know what I'm saying though, it happens all the time.
So, so Chris, talk about that a little bit.
Let's, let's, let's speed up now.
(04:39):
We, we, we lay down the basic, that's what the book's for.
So talk a little bit of now about the advent of AI and how
as AI comes into this picture, your fundamentals are that much
more important, but also your ability to change dynamically
and quickly are so much more important.
So AI has even a playing field for everyone.
Now everyone has an opportunity to make millions of dollars,
right? If you can ask the right
question, everybody say ask the right question, it's the right
(05:02):
question. If you can put the right
question into that prompt, you can get the the ultimate
response you need and, and change your life, right.
How many pages to put on my website?
What pages to put on my website?That's, that's what people are
trying to figure out how to create that $1,000,000 business.
And and that's what yeah, it does.
When you start out, you want to just create your services, all
the services that you offer, make sure you communicate every
(05:23):
single service. If you don't mention on your
website, people don't know that you offer it, you're going to
move to next thing. All your locations, every single
area that you provide your service to create a page for it
and a page with the service. OK, so if you are a tree
service, you have a tree service.
Every city needs a tree service page.
OK, if you have 10 cities, that's 10 pages.
All right. If you have a tree removal page,
(05:44):
tree removal service tree removal has a page for every
city. That's 20 pages.
OK, so now your websites start to be large.
But now if you are located in Swanee, I'm inviting from the
city. If you're located in Swanee,
they look up tree service in Swanee, your site has a chance
to come up because they have page.
If they look up tree removal in Swanee, you have a tree removal
page as well, right? Emergency tree service, same
(06:05):
thing. That's 30 pages.
AI gives you the ability to do that so much faster than ever
before. Before you had to have a writer
before you had to write each individual page.
And Oh my goodness, you know, having a writer think about, OK,
what's the difference between Swanee and Marietta?
Oh my God, that's it's a day of content right?
AI does it in a few minutes. Yeah, let let me hop in for a
second. And I, I want to hand this back
(06:25):
to Tommy because I want to hear his input on this one.
But one of the things that I strongly encourage everybody is
don't use AI as the thing to fall back on.
All you need to do is you have to put give it inputs to get
outputs, right? So what he's talking about is
completely true. But if you're not authentic in
the mission you're trying to accomplish, then you're just
throwing this machine to make these, these outputs and
mechanisms, especially in content creation, right?
For every hour of content, you might get 3 points that matter,
(06:48):
but you can't just do those three points.
That's not how these algorithms work.
Google's job is to see what is most relevant to people, so
those people spend more time with Google.
The commodity is attention. Facebook, TikTok, any of these
things, they're trying to capture attention for as long as
possible to make money off you and everybody that advertises
around you. It is immediately deeming if you
are relevant versus everybody else.
So if there are 6 tree services in Swanee that have been on for
(07:09):
longer than you, your work is doubly as hard.
But maybe over in Dunwoody there's less tree services.
So there's areas of focus you can only know by having a real
business sense. You can't say AI tell me how to
do this stuff because everybody on earth is doing that same
thing. So you have to look at AI as the
output mechanism that speeds up,but your inputs and your prompts
are still completely in profit. And Tommy, I'm sure you went
(07:30):
into that with clients who they need jerk, they need jerk the
other way, and they're just likeAI.
What business should I be? In is this.
The right thing for me. So I think one of the big things
you said about that is AI is going to give you all the
answers, but it's within you to be an executor.
Like you have to be able to lookat that screen and then execute
the things that are on that on that page.
And that's, that goes even before AI, that's how like the
(07:51):
successful versus not successfulpeople that know how to execute
things that are able to get further.
So the execution phase of it, I think is super crucial in that.
I mean, with all the AI that's coming out and the Google search
algorithms, the more content youhave out there about like you're
saying about your service, the more you'll be ahead of the next
person that only has one page about that service.
(08:13):
So the creating of a more robustwebsite and more content can be
speed up through AI, but you have to execute that and know
where and what to put these things in order to really feed
the search engines like you guyswere talking about.
Yeah, I think a great point is, and Chris, please elaborate on
this, if you're really good at prompt writing, you can feed it
20 prompts over 2 weeks and thenwrite a prompt that summates
(08:35):
that 20 prompts into one prompt.So you start automating tasks
and you start creating agents that do this work for you as
you're creating these outputs. That's when you've really got it
to right now, and I'm sure I'm already 10 months behind.
But when you can start writing prompts that summate your
prompts and make those prompts easier, because by the time you
get those prompts, they're convoluted, long.
I mean, you lose track of it. Yourself, the way that you do
(08:56):
that is you start from your you start from your solution first.
So what are you trying to accomplish and say we're trying
to build our brand. So I am in what you have a
boutique, you have AI have a clothing store, and I would like
to create a website. What are the things that I
should include on my website? All right, so you let it define
all those things. That's where the long list of
prompts come from. Right now you have that, then
(09:18):
you go to each individual aspectof that prompt and then you ask
it that question and it'll expound on it.
And then I will help you finish that task.
So that's where you kind of create a tree for you so you can
come up with a solution based off of each step of that
process. OK, So that's how you able to
create the best website because you've addressed the unique
(09:38):
needs of your clients that were defined from all the other
websites that are already there before you.
You get an advantage because youlearn from the people that were
there before. That's what this is about,
right? Learning from the people who
found success who are winning right now.
How can I learn from them and then use my skill sets to add to
that that marketplace? Yeah, I think a good point that
(09:58):
I usually hear is if you're going to be first, you have a
immediate head advantage, right?Every social media trend,
everyone that caught as an influencer, the problem is 2
through 50 think that they can just do that.
And that is not how these systems are set up.
Once someone tricks Google or Meta, they want to make money
off it so they won't let those tricks happen again.
So the worst thing you can do isbe that that straight up poser
that goes in and I'm going to dothis and they're going to try to
(10:19):
copy it right away. That being said, after you learn
from the next 50 people, then the advantage starts coming
back. Let's talk a little bit about
because when the SEO is the core, all you were doing was
listening content bullet points it out now because AI has
changed this. Now you have to structure this
as question and answer more, which I think is is immensely
more complicated and just saying, OK, cool, you did all
this work for me. Now making question and answer
(10:40):
because you also have to come from a place of authority.
So talk about the difference nowbetween the answer engine
optimization versus the older school search engine
optimization. If you're designing a website
from now, you're actually at an advantage because you can start
with these newer tactics as opposed to people with to go.
The website I managed for Salomon Brothers Jewelers is
8000 pages. There's no AI in the world that
can redo 8000 pages for me. So you're an advantage.
(11:01):
So talk a little bit about that,how you can structure your data
more for this new answer Engine Revolution.
Yeah. So you have to think like a
customer, whoever your customersare.
Are there any business owners? Business owners?
So you you know your customer. You know what your customers are
asking. What?
What business are you on? I'm sorry.
OK, It's alright. We're going to dream together.
We're going to dream together. Everybody is selling our
marketing some business world every day.
(11:23):
What? What business do you have?
Technical recruiter OK, so you want people to find you that
need jobs. OK, so you want so you you will
want to have a website that incorporates anyone looking for
employment in those fields. So you know, and those sort of
keywords would be plastered through your website and the
questions that those type of people would be asking, you
know, how can I find a CTO job in Miami?
(11:46):
You will want a blog that says that so that when Google
searches for that and you have ablog that says that you won that
race, you understand. So it's a question and answer.
You have to feed Google what people are searching for.
And the more that your website answers the questions that
people are searching for and youalready have a page that answers
that question, you'll beat out the person who has just a two
(12:06):
page website you understand. So it's all about making your
website bigger, bigger, better, better.
And then once it answers all thequestions possible, you find
yourself at the top of Google asas.
It's kind of counterintuitive, right?
Because you used to say why you should shop with me.
OK, now you should say why should you shop with me?
Question mark and then provide answers.
Because if Google doesn't go to us leading someone in the
(12:29):
industry that's leading, they'regoing to come to you because of
authority score and everything. I'm even a secret weapon.
Today you create, you put a section on your website that
says facts, and then you just put all the top 10 questions of
the industry. And then it'll naturally come
out as that, as that question that they're asking.
So once you say FAQ, but I'll say if you're on a page, let's
say we're going back to the treeremoval example, you can go to
the tree removal that on that page at the bottom, you'll put
(12:50):
the commonly asked questions, you put facts there and then you
put 10 top 10 questions that someone asks when they need this
service. And that helps with the search
engine and it associates that. Page.
With the questions that you asked on that page, you should
have already answered those questions in the content.
But when you when you format it directly as AQ and A on your
website, if if school fees that information directly to Google.
(13:12):
Yeah, and I think one of the tactics that you get a little
bit more advanced, like if you're a business owner, raise
your hand if you like your competitors.
No one lies, not of you like your competitors, you should not
like your competitors, not in a business sense, personally,
maybe. So what you can do is you can
start subtly taking jabs at yourcompetitors, right?
Because you look at their side, what are they really good at?
So you incorporate why you're better than them of those things
without them. And you know, business owners
(13:32):
have egos. They're not looking at your
website. And they do.
It's just for 30 seconds. So start looking at your job is
to conquer, to be #1 to raise yourself to the top.
What means you go about that? Do not have to be pulling out a
big paper saying this person sucks.
Like you can go about it subtly.And that's where this AI
revolution comes in. Most people nowadays are just
writing those questions and leaving it.
No customize those questions andanswers based on what you're
(13:53):
trying to accomplish in that week, that month.
Seasonality, business changes quickly.
All of those things. So it becomes a living,
breathing document. And the hardest part about
people with the AI is they don'tunderstand you are literally
having a conversation with the machine.
The more the machine knows aboutyou, the more the machine could
put outputs and starts predicting the questions you're
going to ask. So part of it is also keeping
the machine up on guard so they don't just get complacent and
(14:14):
give you the same boring answers.
So I know it sounds crazy and until you really start getting
into it, but if you can get intothat kind of relationship, like
I started even please and thank you, I'm like, fuck this
machine. This is doing what I tell you.
So I drop please and thank you. I, I but I did at first, right?
I blew it and I took her to dinner a couple of times.
No more questions, no more please and thank you.
(14:35):
So, so, but anyway, the purpose of it is, is that if these
machines work together with you,you will achieve your goals and
then some. If you look at it, is this piece
of technology that's getting in the way or doesn't get what you
want, you're probably putting the inputs in the wrong way.
I want to give you a gym today. This is the gym, all right?
This is with your website, right?
With your blog. You'll see this sometimes not,
(14:55):
but I tell you this, you will recognize every single time.
Now, if you was your boutique, what you're going to do is
you're going to write a blog post about the top 10 boutiques
in Atlanta. Bingo bango.
OK, now just so happy to be on your website.
OK, this will happen to be on your website.
But I guess who's the number oneboutique in Atlanta?
Dude, That's right. It just so happens that you, you
(15:18):
are #1 on your boutique. You can list all the other ones
on the website, but it's your article and you can talk about
why you're #1 on your blog, right?
And that is a very powerful toolbecause now search engines will
associate you with that term. If you now rank on the first
page of Google for that term, people will see the reasons why
you're the best. Yeah.
So let's do one more. I think topically that's and we
(15:39):
go to both of you, but let's talk about the concept of things
like TikTok live selling, how TikTok is becoming a search
engine in itself and how again, Tik Tok's job is not want you to
leave TikTok. That's why if you post a link,
it Dings you, it doesn't want you to leave.
So they're starting to encouragepeople to search on TikTok, to
search on Instagram. So that throws a whole new
wrench in SEO because that's a whole new thing.
You have to think SEOS or so talk a little bit about that,
(16:01):
talk about between the Merchant Center and why living in those
little parameters of TikTok and Insta and LinkedIn have become
so important. Yeah, they each one of those
platforms, as you said, are there to get your attention.
So the more attention that they can keep of yours, they they're
going to so all of them have their own SEO life under the
under the hood. You have to they have their own
search terms that you have your own metadata, all that sort of
(16:24):
stuff lives under the hoods of all these platforms and the
people that succeed in them knowthose metrics and things like
that. So the more that you learn
those. I'm a big YouTube guy, not a big
YouTube guy, Yeah, but the we'vebeen able to learn the YouTube
algorithm and it's the same as Google.
Part of Google though, and now since their AI is, but they're
actually trans transcribing thatin real time and you seen that
(16:45):
as part of SEO now, so it makes sense.
So now what we do is we take ourblog posts and then we use AI to
convert them to videos and then put them on YouTube.
So now we double, it's the same message, but now we have a video
version of it and we have a blogversion of it, and it just helps
us rank and makes us more authoritative.
Google likes because everybody consumes differently.
Some people like to read, some people like to listen, some
(17:07):
people like to watch, and some people like their phones.
So the more places you are, you can't make people choose how to
consume you. You have to give them access
from every angle and every place.
So one of the other tools is youhave the ability now, not just
YouTube, but you can actually post TikTok, Instagram all in
one place from certain platformsjust by optimizing it with AI.
(17:29):
And then it will post to all those platforms at the same
time, which didn't exist a year ago.
And they're not expensive, good,expensive tools, expensive
tools. Most of them actually have a
free one for people to get you right out.
They're going to dig you at somepoint.
Let's not pretend anything in this world is free, but they're
going to get you. But it's free to start at least.
So what does that do? That that means based off what
even what he talked about, it's no longer just search engines,
it's search everywhere optimization, it's being found.
(17:52):
Anywhere when they search for you so whether they're searching
on TikTok or Instagram there on Facebook, if you have your
information there now you can befound.
AI gives you that ability to kind of post in every single.
Platform. He even throws up smoke signals
when he has to to make sure everybody can find them wherever
he needs to. Let's be visible.
Yeah, look, it's great. And I think for the sake of
(18:12):
this, because we want people to read the book and now listen to
us talk about the book, Let's let's do the top two things that
you think that you've seen change the quickest over the
past six months. So so I'll I'll give my quick
one that has changed the algorithms and machines have
gotten smarter of what is good and bad and what is relevant
content. And I had that pace has speed up
so immensely what these social media platforms Bing you for and
(18:34):
what they reward is genuine authentic.
They don't even care if it's pretty anymore.
They actually reward you for being things admitting errors.
You chase five stars. Now one star is not bad.
It's how you respond to that onestar review because anyone
that's five star, like are they paid for that?
There's no way they have five stars.
So I think that authenticity is that's changed the quickest.
And I think it also follows the trend of distrust in corporate
(18:55):
America in general. So authenticity is by far the
biggest change I've seen, and I had not seen that pace of change
ever before. I think everybody's noticing
that change on Instagram is not how many followers you have
anymore. It doesn't matter, right?
You could just have this, just the best content.
If you have a good post, it has a reality to it.
It'll go far right. Back in the day, it matter how
many followers you had, how manypeople you were that were
(19:16):
looking at following you online.Now it's about the type, the
quality of content that you creates that.
I'd say the biggest change is that everybody is a great e-mail
writer. Now I get If someone writes me
one more e-mail about. I hope this finds you Well, I'm
gonna I'm gonna jump off a bridge.
Yeah, I gotta get AI defenses. So I've had, I found myself
knowing someone's AI in me and IAI in the back and I'm
(19:40):
realizing that, oh, we're AI in each other.
So, so that's changed quickly. And as we, we kind of gloss over
a few things with things like AIagents, that's going to be the
future. You're going to, everybody in
here is going to have their own AI agents that do certain things
for them. You'll have an AI agent that
talks about all of your workout routines and they'll have a plan
for you every day, what to eat, what to work out.
(20:01):
And then you have another AI that's looking at all the real
estate deals that you're trying to close.
For the next two months. So like all these things will
end up working for you guys onceyou really kind of dig in AI and
figure out what you can get out of it.
And if you have any sort of website or business, AI can ramp
up the speed for you to get to your customers with content that
(20:22):
they can write for you just likethat.
All right. So then let's let's end with
this one thing that everybody here should go and do right now
besides buy your book and get itsigned by you.
One thing everybody here should do right now to make meaningful
impacting change based on what we talked about.
I think just be authentic, understand, understand your
market and that comes that starts with a prompt.
Ask the question about what you want to do or what what your
(20:44):
goal is first get the answer. And then once you get on that,
work through that list of tasks.I think that's that's the start.
So whether starting a website orI'm going to build my brand or I
want to get more sales in my industry, let it give you all
that list. And I and I use ChatGPT.
I know a lot of people use a lotof different ones.
I think they're the best place for people to like Claude and
(21:04):
stuff like that. But you start with that question
and get that list of tasks to doand complete those lists.
I think you're on the way. Tommy, what about you bugs?
Oh, you got to make a decision, right?
So you're either going to do this yourself and say, all
right, I'm about to go in here and figure out how to make this
website, use this AI, make it all happen and do this.
Or you got to get to a professional is going to do it
for you. And there's no wrong answer.
Like you got as a business owner, you got to decide the
(21:27):
quick exactly the quickest way to that goal, right?
And if that goal is quickest foryou to be sitting at the house
figuring it out, then do it. But if it's finding a
professional like Chris or myself or any company that does
this, that can knock this out for you in a couple of weeks or
months and have you up and running, then do that.
But just get started. Just get going.
You look up to three years laterand that business actually works
(21:50):
and customers are calling you and everything is fun at that
point. I'll leave it at this and then
we go to some questions. But, and I completely agree with
you say, but I encourage everybody for everything you do
in your business to know enough to be dangerous.
There are so many bad actors outthere that are trying to take
you for a loop with this stuff because there's no real pricing.
Everyone charges different. So if you don't know enough to
be dangerous, you will be taken advantage of.
(22:12):
And the problem is, is that the people that are taking advantage
of you don't even know because they are just cogs in a
different sets of machines. There's no predetermined price
for anything. Everyone is just it's, it's it's
insane. Like I've literally been in
conversations in my new role andI'm like, that's too much money.
Like, what do you think we should charge?
I'm like, we'll charge. You're fucking fired.
What kind of question is that? I mean, so no, enough to be
(22:32):
dangerous. You don't have to show you're
dangerous right away. But when you feel you're being
taken advantage of, make sure you know why you're being taken
advantage of because that personwill never do it twice.
Oh, yes, I completely agree. Most of the times you should pay
somebody to do this. But most of the times, if you
pay somebody to do it, you better know fundamentally why
you're doing it, what you're doing it, what the bad actors
are at least out to 30 people. Because whatever there's growth
(22:53):
industries, there are bad actorsthat are trying to be early in
and take advantage and it sucks.But have your defense up as high
as possible, especially right now.
Can I add that that what that looks like is just researching
the reviews of these companies, looking at successful companies
in multiple cities. That's one of my secret weapons.
I look in Atlanta and I look at their pricing.
(23:14):
I look at New York and I look attheir pricing.
I look at their reviews and thenlook at their track record as
well. So in this space, that's how
you're able to kind of see it's going to be around the same
price no matter where you locateit.
But then you can see based on their success and their amount
of reviews, that's going to helpyou get closer to finding the
right fit for this. Yeah, all right, I love it.
Well, I'm going to sign off the radio show and everything.
(23:37):
I got to leave in a couple of minutes, but anybody have any
questions for the group? The Marketing Mad Men, Right?
You're listening to the Marketing Mad Men.
Pick that one up. Yeah, yeah.
Let me, let me rephrase it. So you get it on the audio and
then you answer it. So the question was, since
Google has started losing some of the traffic, so they're
trying to make their own AI mechanism where instead of you
saying what's this? Instead of having 100 responses,
they're going to try to give youa summation at the top, which
(23:59):
solves people from searching deeper.
So what are you doing to combat?That is the question.
I'm putting my website in the search results.
I'm making my website the searchresults from AI.
So AI had gets his data from Google.
That's where a lot of data comesfrom.
So if you have the number one response, you have the top
three, I'll say. Then Google will take your
information from your website and make it a part of the AI
response. So while some of your traffic
(24:21):
will go down, those that trafficis going to be search questions,
not always buying decisions, OK,because AI, you can't buy from
AI right now, right? So while they may be getting
their data, hopefully they're getting it for me because I have
my content for all those questions, stuff we talked about
in the top three positions. So to give my information,
information on those answers when it comes to them trying to
buy or look to have an urgency need in my service right now,
(24:42):
they're still going to need to go to a website to get a phone
number and that kind of information because that's not
being located in AI. Yeah.
The other thing that I would add, and this is hard to do, but
your brand is your lifeblood. And unfortunately because of
this data sets and what we've been doing with data, people
have gotten away from brand, right?
You know how you alleviate that?Have people search for your
company by name. And I know it sounds impossible,
but the companies that will succeed over the next dozen
(25:03):
years are the one that people actively searching because yes,
your competitors try to bomb youand, and capitalize on that.
But people have gotten smart to where the ads are.
And if they are searching for you because of your competitive
advantages, they will usually find you.
Now, it's expensive. It's daunting because you won't
see the ROI on it immediately, but always in the back of your
head, think about what you're doing for that brand presence
because that will immediately alleviate that.
(25:25):
And here's the thing, if you shut your Google, your
advertising, digital advertisingoff tomorrow, you lose it
tomorrow. If you have brand advertising,
it might take 10 years to lose the brand advertising that
you've built over time. So I'm not saying it's easy.
It's not. I'm a radio back background guy.
It's not easy, it's not cheap, but if your brand is searched
after, nothing is going to ever take that away from you.
Both these guys are right not taking it.
Both these guys are right. Your question is a great
(25:47):
question and and Chris is right.Google is feeding AI pretty much
that's the biggest search engine.
That's where it's getting most of his information.
So if you're winning that race, you have a good chance of being
in a head in the AI race. So one of the companies I own is
a transportation company in South Florida.
We do non-emergency transportation, so like
(26:07):
wheelchairs and stretchers and stuff like that.
All throughout down South Florida, we're found more from
general search than our name until we moved into the
franchise model. Now people start to look up our
name because our name is so. Again, it's not easy and it's
not. No, exactly.
It wasn't cheap or easy. You.
Can get into that space. You're also your barrier to
entry raises and it's harder foryour competition to come take
(26:27):
you down when you have a brand like that.
Exactly. So like with you Google medical
transportation franchise, my company comes up first.
So we get the first call for everybody that's looking to
franchise and you know, that's where Google's getting this
information. So funny story about that to to
caveat to that. So someone I'm, I'm talking to a
franchise, he's telling me and we're trying to figure out if
he's going to be a franchise or not.
(26:49):
And he's like, I don't know where he's like, you know,
ChatGPT speaks really highly of you.
And I'm like, I'm like, what do you mean?
And he's like, I ChatGPT you to kind of get idea about the
franchise and and see if this opportunity would be something I
wanted to do. And I'm now I'm kind of like I'm
like, So what did it say? He's like, oh, said you're a
great businessman. It says you own this, says you
own that. And I'm just like, the only way
(27:09):
I could have got that information is from Google
because, you know, that's the only I don't have billboards out
with my name anywhere. Well, yeah, social media.
But for that type of answer, it had to find all my websites and
stuff like that, you know what Imean?
So feed Google to feed. AI yeah.
So the question was, has it become more about trust than
necessarily SEO? The only thing that I'll say is
let's not treat them mutually exclusive.
(27:30):
Google wants you to be trusted, you to trust your people,
because Google wants to give youthe best results because that's
why you stay with Google, right?If all of a sudden you went for
three days in a row and you justgot the worst results from
Google, you're going to start going and trying to look
somewhere else. So yes, the answer is trust is
more important than ever has been.
But for Google also, they are rewarding you for that trust.
So they're not separate things. But in the world we are in right
(27:53):
now where misinformation is rampant, the only way that
Google can keep your ad dollars and your eyeballs is by giving
you the most relevant information.
And I would say in the past six months, trust has become a
bigger part of that equation than it ever has before.
It's not it's, it's the same as it's always been.
That's why you need a website tobuild your brand and your
presence. So you have a hub and a
marketing place so that everybody can reference who you
(28:15):
are. Because what happens is when you
have a site, they can link to you and say, this is the person
who made this statement. This is who I had on my podcast.
This is who I had on my show, this who donated to my church,
this who spoke at our event, right?
You have a place where I can send the news organizations, I
can send the schools, I can sendeveryone to this one place to
(28:36):
talk about you every time you get a link to your website,
that's authority and it's alwaysbeen about authority, which is
also brand, right, your brand, your name, it's all the same.
It's just how do you get there now it's about having your
website and being listed everywhere more content before,
as a lot of people here may not use Twitter at all.
How many people use Twitter? OK, right.
So with AI now, you can imagine it's daunting to think about how
(28:59):
to post on TikTok every day and post on Twitter every day,
right? Well, AI, you can hit a post and
it'll go to all of them and at the same time a lot easier than
ever before. And so now you have an
opportunity to get a presence and build authority on every
channel when there was two yearsago.
I'm not doing. I'm not tweeting.
So one further thing, it is harder to cheat nowadays than it
(29:20):
ever was. Sake reviews used to be easy to
come by. You used to be able to set up AI
to write reviews. This is what's happening.
There's AI that's catching AI, right?
And Google's AI is going to be better than your AI.
They're showing you like version16 versions ago compared to what
they got going. So it is much harder to cheat
now and they have severely penalized the people that have
cheated. All that being said, quick tip
(29:41):
for the first year or two, if you can find a way to cheat the
system and then shut that cheat off and start rolling with it,
it actually helps because it's supercharges you.
One of the things that I did, I paid to promote my podcast early
before this stuff was ever happening.
Once I got an Apple's top 50, I never stopped getting out of it.
So there are ways and I don't want to say cheating, but there
are ways to use artificial ways that just you don't rely on it
(30:02):
because it could disappear at any point.
So I just want to point out we do have a star in the building,
Andre Clark. He's a he's a movie star and he
is a coaching, He just started acoaching business of ACL.
So he has a website and I told him that we were going to talk
about his website. He doesn't want me to, but he's
a great example of a service in a city, right?
(30:22):
He's a local acting coach in Atlanta, Buckhead.
I don't know all the cities around here, but so his website
is in need of the location pagesso that people in those cities
can find his website easier. And that's how you will take
your website to the next level. Once you start adding locations
and services, you will find people that aren't just looking
(30:44):
for you because they know you. You'll find strangers that want
your service. Yeah.
And I would say even the more granular you can get into what
kind of coaching and what roles for, because there's a lot of
people right now. Hollywood is not Hollywood in
Atlanta is not what it was threeyears ago.
There's a lot of people that arelooking to get into these
fields. So the more hyper specific you
can be with the people you're looking for and reverse
engineered for what's on the page, that's where you got to be
(31:05):
because there's a lot of people,there's a lot of big companies
that want to get into acting andcoaching.
So you got to be as specific as possible.
But that being said, reverse engineer, who's that prime
person you're looking forward? What are they interested in?
How do they find that on my website?
Don't start with your website, Start with that end consumer.
Yeah, so it's a it's a great question.
What he's asking the secret tickused to just be put blogs on the
post and who cares if they show up?
They're just for SEO dead. You can do it, but don't expect
(31:28):
to get the same results as you have H1 tags, all of these
things that go on these live pages and they're almost, I
don't know if they're doing it yet, they have to be, but
they're almost authority scoringeach individual page nowadays.
So if it's hidden and gone, 0 authority score, you want those
Q&A pages to be referenced by external sources.
Otherwise they don't matter. So the quickest version is, is
(31:48):
that that is one of the biggest changes.
Don't stop doing because it still matters for your basic
SEO, but don't think ChatGPT is going into the hidden code of
your page to go find those things.
So the technical part, one of those pages is still incredibly
important. I think I made that all up.
Is that accurate? Because I literally just 100%
made that up. So can I answer?
Answer the give me a real answerplease.
Rephrase your question. What what's up?
(32:08):
What would be the best way to answer a question on the
website? OK, instead of trying to OK the
best way, if you want to answer a particular, I would use a blog
post to answer one particular question and then I would think
of the best way to answer as in what as a person likely looking
for. So some questions you may need a
video, some you may need a product, some question you need
(32:29):
a explanation, which be all words.
Some questions will actually need some type of illustration.
So you have a diagram on your page.
So once you consider the intent of the person asking a question
that you can create the content based off of that response.
OK, so that's how you answer that one question.
And then what you can do is you you add most.
Well, once you once you've done that at the top, then you follow
that up with another way that people people may like to
(32:50):
consider content, which will be you may start out with a video
and up under the video you can have an article summarizing
what's in the videos. For the record, do all of that
at one time. A video recording will have
audio. You can transcribe it in AI, you
can summarize it. Do it all at one time.
Do not sit there and go individually Do all those
things. Find the whichever you're best
at, right? You're a good looking guy.
You want to be on camera, I assume.
(33:11):
So whatever, whatever you find the best mechanism for yourself,
use it, roll with it. Like we talked about.
You could take a blog and put itto, I say make a video about
this. OK, I think to this day it's not
there yet. It's a little inauthentic.
But for you, whatever you're more comfortable with, use that
'cause that's the thing you're most likely to do multiple times
and repeat video. How is it?
How is it looking at the video? You know, so the easiest way to
(33:33):
say this is every way right now,right?
What I would do is so you don't sew it on your website.
I would put I frame code that links directly to that YouTube
video and I would let it live there because you do not want to
put hard file videos on your website because one of the
biggest things that kills SEO ispage feed.
So that's what I would do. And then I would transcribe the
I would put the audio somewhere,let it live that way.
And then the only thing that I would have on there is a nice
(33:53):
low res image that loads quicklyand some text.
Other than that, everything should be an iframe code pinging
outward. Yes, you want to answer both
answers, right? Sorry again, but you're the
answers your website has to answer all your customers
question. You have to think as your
customer, I have a transportation business.
Everybody that's looking for wheelchair transportation in
(34:15):
website comes up for if they're looking for wheelchair
transportation in Miami, my website comes up.
So all those things that your customer could possibly type in
Google have to live on your website somewhere, whether it's
a blog, a FAQA site page, your it has to be big enough and
answer all the questions that your customer is looking for.
And if you think about it, when you Google stuff, the thing that
(34:37):
comes up first answered your question, right?
You pass up the sponsored ads because we all, we're smart
enough to pass up the ads. But that first one usually
answers your question. That's what your website has to
do. Yeah, I love it.
I got a role. I'll let these guys keep going.
But I appreciate everybody. The marketing Mad Men
conversation times it's about nothing to do with marketing
just because again, I have ADD and everything in life is
(34:58):
marketing, but there's also a lot of these technical
conversations also so thank you guys very much.
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They say marketing is a mad man's game, so now we turned it
over to the Marketing Madman with Nick Constantino and Trip
Joe. I am with my boy Chris Williams,
who we've been with many times before from elite web
(00:44):
professionals, and I'm with Tommy Green.
Tommy, come a little by yourself, brother.
Serial entrepreneur Started withdigital marketing.
This doesn't work. OK, started with digital
marketing and kind of roll that into a few different other
businesses. SEO is kind of the crust of it.
So understanding like having a website and how your SEO makes
it rank on Google is really important and there's a lot of
(01:05):
money in there. So I've been able to build
business for myself. And then I also have clients
that I do those services for, sothey make money off of that
skill set too. So just knowing SEO is a great
skill set for you and your own business, but it's also
something that you can ultimately make money from for
helping businesses like this good business.
Love it, love it. All right, so let's get to the
(01:25):
hard stuff. So Chris, First off, it seems
like nowadays every asshole in the world writes a book and puts
out a book. So what makes this book
different? This book is different because
this is my life. I do websites.
I do marketing. I've been doing websites now for
16 years. I built over 400 websites sites.
I have 100% success rate gettingmy clients ranked on the first
page of Google. This book is different because
this is the reasons why people told me that any website every
(01:48):
single day wake up, I come to people's business.
I don't need a website because Igot social media.
I don't need a website because Imade too much money.
I don't need a website for all these different reasons.
And so I came up with this 33 reasons why you need a website
right now, because I believe right now and this Mark,
everyone needs a website. Whether you want a business or
not, you need a website today. Yeah, and it's a great point.
And I think before you get to where we are now at this rapid
(02:10):
pace of change, you at least need the fundamental
understanding. And I think that's another thing
that people do wrong. They know they need all that,
but they try to read an article modern, which is 70,000 steps
ahead of where you need to be tounderstand these fundamentally.
So talk a little bit about the breakdown.
You know, I, I like it. The text is big.
I got a short attention span watching little winky dink text
just doesn't work for me. Talk about structurally what it
(02:30):
looks like and what you would you hope most people will get at
it if they sit down and give it a full read.
That you're, you start from somewhere.
If you don't have a site, start from somewhere.
Create your page, create your website, start delivering your
message. A lot of times people feel like
everybody's already talked aboutit already.
So I don't need to put it on my side.
I just need to put a five pager up or one pager up and start a
funnel, right? But if you haven't talked about
(02:52):
it yet, it has not been talked about enough.
There's people who will connect with you, hear your message and
want to buy from you because they resonate with your store,
right? So whatever it is in your space,
beat a voice in your in your market so they can understand
what's unique about you. Yeah, Tommy, so, so you're a
serial entrepreneur. You've done a bunch of
businesses for yourself and other people.
Now, what do you wish you can goback and tell yourself when you
(03:12):
were starting this journey? And what do you tell people out
here who might be a little bit more basic than you are?
Basic is a crazy word. Let's kind of take that
differently. Maybe the basic less advanced.
Forget it. No, I would say just get
started. It took me a while to kind of
because I started with working at companies like I had jobs is
where I kind of got the skill set is where I kind of started
(03:34):
and I didn't, I wasn't brave enough to go out and just do it
myself for a while. And so once I finally took that
jump, I realized it wasn't as hard as I thought.
And once you get a couple clients and you learn the skill
set, it's something that no one can take away from you for sure.
And once the business started toroll and we started to get
multiple clients coming in and paying us every month, I was
able to quit my job and stop working and just find more
(03:56):
clients. You know, it'll change your
focus on what you have without without those clients, I
wouldn't be able to kind of makethat leap.
But if I would have started faster, I would have got to the
clients faster. I think it comes down to a
fundamental part of business, right?
You can't be afraid to fail, right?
You're going to fail probably 1000 times before you start
succeeding. But if you don't learn from
those failures and you keep making the same mistakes,
business isn't for you, right? You got to learn about adjusting
(04:19):
on the fly and how quickly algorithm changes happen and
everything happens. It's even more relevant because
you could make the best post of your life, the best SEO of your
life, and it could be gone tomorrow because of something
completely out of your control, which is just, is just messy.
Happening to me right now, I don't want to talk about it.
But you know what I'm saying though, it happens all the time.
So, so Chris, talk about that a little bit.
Let's, let's, let's speed up now.
(04:39):
We, we, we lay down the basic, that's what the book's for.
So talk a little bit of now about the advent of AI and how
as AI comes into this picture, your fundamentals are that much
more important, but also your ability to change dynamically
and quickly are so much more important.
So AI has even a playing field for everyone.
Now everyone has an opportunity to make millions of dollars,
right? If you can ask the right
question, everybody say ask the right question, it's the right
(05:02):
question. If you can put the right
question into that prompt, you can get the the ultimate
response you need and, and change your life, right.
How many pages to put on my website?
What pages to put on my website?That's, that's what people are
trying to figure out how to create that $1,000,000 business.
And and that's what yeah, it does.
When you start out, you want to just create your services, all
the services that you offer, make sure you communicate every
(05:23):
single service. If you don't mention on your
website, people don't know that you offer it, you're going to
move to next thing. All your locations, every single
area that you provide your service to create a page for it
and a page with the service. OK, so if you are a tree
service, you have a tree service.
Every city needs a tree service page.
OK, if you have 10 cities, that's 10 pages.
All right. If you have a tree removal page,
(05:44):
tree removal service tree removal has a page for every
city. That's 20 pages.
OK, so now your websites start to be large.
But now if you are located in Swanee, I'm inviting from the
city. If you're located in Swanee,
they look up tree service in Swanee, your site has a chance
to come up because they have page.
If they look up tree removal in Swanee, you have a tree removal
page as well, right? Emergency tree service, same
(06:05):
thing. That's 30 pages.
AI gives you the ability to do that so much faster than ever
before. Before you had to have a writer
before you had to write each individual page.
And Oh my goodness, you know, having a writer think about, OK,
what's the difference between Swanee and Marietta?
Oh my God, that's it's a day of content right?
AI does it in a few minutes. Yeah, let let me hop in for a
second. And I, I want to hand this back
(06:25):
to Tommy because I want to hear his input on this one.
But one of the things that I strongly encourage everybody is
don't use AI as the thing to fall back on.
All you need to do is you have to put give it inputs to get
outputs, right? So what he's talking about is
completely true. But if you're not authentic in
the mission you're trying to accomplish, then you're just
throwing this machine to make these, these outputs and
mechanisms, especially in content creation, right?
For every hour of content, you might get 3 points that matter,
(06:48):
but you can't just do those three points.
That's not how these algorithms work.
Google's job is to see what is most relevant to people, so
those people spend more time with Google.
The commodity is attention. Facebook, TikTok, any of these
things, they're trying to capture attention for as long as
possible to make money off you and everybody that advertises
around you. It is immediately deeming if you
are relevant versus everybody else.
So if there are 6 tree services in Swanee that have been on for
(07:09):
longer than you, your work is doubly as hard.
But maybe over in Dunwoody there's less tree services.
So there's areas of focus you can only know by having a real
business sense. You can't say AI tell me how to
do this stuff because everybody on earth is doing that same
thing. So you have to look at AI as the
output mechanism that speeds up,but your inputs and your prompts
are still completely in profit. And Tommy, I'm sure you went
(07:30):
into that with clients who they need jerk, they need jerk the
other way, and they're just likeAI.
What business should I be? In is this.
The right thing for me. So I think one of the big things
you said about that is AI is going to give you all the
answers, but it's within you to be an executor.
Like you have to be able to lookat that screen and then execute
the things that are on that on that page.
And that's, that goes even before AI, that's how like the
(07:51):
successful versus not successfulpeople that know how to execute
things that are able to get further.
So the execution phase of it, I think is super crucial in that.
I mean, with all the AI that's coming out and the Google search
algorithms, the more content youhave out there about like you're
saying about your service, the more you'll be ahead of the next
person that only has one page about that service.
(08:13):
So the creating of a more robustwebsite and more content can be
speed up through AI, but you have to execute that and know
where and what to put these things in order to really feed
the search engines like you guyswere talking about.
Yeah, I think a great point is, and Chris, please elaborate on
this, if you're really good at prompt writing, you can feed it
20 prompts over 2 weeks and thenwrite a prompt that summates
(08:35):
that 20 prompts into one prompt.So you start automating tasks
and you start creating agents that do this work for you as
you're creating these outputs. That's when you've really got it
to right now, and I'm sure I'm already 10 months behind.
But when you can start writing prompts that summate your
prompts and make those prompts easier, because by the time you
get those prompts, they're convoluted, long.
I mean, you lose track of it. Yourself, the way that you do
(08:56):
that is you start from your you start from your solution first.
So what are you trying to accomplish and say we're trying
to build our brand. So I am in what you have a
boutique, you have AI have a clothing store, and I would like
to create a website. What are the things that I
should include on my website? All right, so you let it define
all those things. That's where the long list of
prompts come from. Right now you have that, then
(09:18):
you go to each individual aspectof that prompt and then you ask
it that question and it'll expound on it.
And then I will help you finish that task.
So that's where you kind of create a tree for you so you can
come up with a solution based off of each step of that
process. OK, So that's how you able to
create the best website because you've addressed the unique
(09:38):
needs of your clients that were defined from all the other
websites that are already there before you.
You get an advantage because youlearn from the people that were
there before. That's what this is about,
right? Learning from the people who
found success who are winning right now.
How can I learn from them and then use my skill sets to add to
that that marketplace? Yeah, I think a good point that
(09:58):
I usually hear is if you're going to be first, you have a
immediate head advantage, right?Every social media trend,
everyone that caught as an influencer, the problem is 2
through 50 think that they can just do that.
And that is not how these systems are set up.
Once someone tricks Google or Meta, they want to make money
off it so they won't let those tricks happen again.
So the worst thing you can do isbe that that straight up poser
that goes in and I'm going to dothis and they're going to try to
(10:19):
copy it right away. That being said, after you learn
from the next 50 people, then the advantage starts coming
back. Let's talk a little bit about
because when the SEO is the core, all you were doing was
listening content bullet points it out now because AI has
changed this. Now you have to structure this
as question and answer more, which I think is is immensely
more complicated and just saying, OK, cool, you did all
this work for me. Now making question and answer
(10:40):
because you also have to come from a place of authority.
So talk about the difference nowbetween the answer engine
optimization versus the older school search engine
optimization. If you're designing a website
from now, you're actually at an advantage because you can start
with these newer tactics as opposed to people with to go.
The website I managed for Salomon Brothers Jewelers is
8000 pages. There's no AI in the world that
can redo 8000 pages for me. So you're an advantage.
(11:01):
So talk a little bit about that,how you can structure your data
more for this new answer Engine Revolution.
Yeah. So you have to think like a
customer, whoever your customersare.
Are there any business owners? Business owners?
So you you know your customer. You know what your customers are
asking. What?
What business are you on? I'm sorry.
OK, It's alright. We're going to dream together.
We're going to dream together. Everybody is selling our
marketing some business world every day.
(11:23):
What? What business do you have?
Technical recruiter OK, so you want people to find you that
need jobs. OK, so you want so you you will
want to have a website that incorporates anyone looking for
employment in those fields. So you know, and those sort of
keywords would be plastered through your website and the
questions that those type of people would be asking, you
know, how can I find a CTO job in Miami?
(11:46):
You will want a blog that says that so that when Google
searches for that and you have ablog that says that you won that
race, you understand. So it's a question and answer.
You have to feed Google what people are searching for.
And the more that your website answers the questions that
people are searching for and youalready have a page that answers
that question, you'll beat out the person who has just a two
(12:06):
page website you understand. So it's all about making your
website bigger, bigger, better, better.
And then once it answers all thequestions possible, you find
yourself at the top of Google asas.
It's kind of counterintuitive, right?
Because you used to say why you should shop with me.
OK, now you should say why should you shop with me?
Question mark and then provide answers.
Because if Google doesn't go to us leading someone in the
(12:29):
industry that's leading, they'regoing to come to you because of
authority score and everything. I'm even a secret weapon.
Today you create, you put a section on your website that
says facts, and then you just put all the top 10 questions of
the industry. And then it'll naturally come
out as that, as that question that they're asking.
So once you say FAQ, but I'll say if you're on a page, let's
say we're going back to the treeremoval example, you can go to
the tree removal that on that page at the bottom, you'll put
(12:50):
the commonly asked questions, you put facts there and then you
put 10 top 10 questions that someone asks when they need this
service. And that helps with the search
engine and it associates that. Page.
With the questions that you asked on that page, you should
have already answered those questions in the content.
But when you when you format it directly as AQ and A on your
website, if if school fees that information directly to Google.
(13:12):
Yeah, and I think one of the tactics that you get a little
bit more advanced, like if you're a business owner, raise
your hand if you like your competitors.
No one lies, not of you like your competitors, you should not
like your competitors, not in a business sense, personally,
maybe. So what you can do is you can
start subtly taking jabs at yourcompetitors, right?
Because you look at their side, what are they really good at?
So you incorporate why you're better than them of those things
without them. And you know, business owners
(13:32):
have egos. They're not looking at your
website. And they do.
It's just for 30 seconds. So start looking at your job is
to conquer, to be #1 to raise yourself to the top.
What means you go about that? Do not have to be pulling out a
big paper saying this person sucks.
Like you can go about it subtly.And that's where this AI
revolution comes in. Most people nowadays are just
writing those questions and leaving it.
No customize those questions andanswers based on what you're
(13:53):
trying to accomplish in that week, that month.
Seasonality, business changes quickly.
All of those things. So it becomes a living,
breathing document. And the hardest part about
people with the AI is they don'tunderstand you are literally
having a conversation with the machine.
The more the machine knows aboutyou, the more the machine could
put outputs and starts predicting the questions you're
going to ask. So part of it is also keeping
the machine up on guard so they don't just get complacent and
(14:14):
give you the same boring answers.
So I know it sounds crazy and until you really start getting
into it, but if you can get intothat kind of relationship, like
I started even please and thank you, I'm like, fuck this
machine. This is doing what I tell you.
So I drop please and thank you. I, I but I did at first, right?
I blew it and I took her to dinner a couple of times.
No more questions, no more please and thank you.
(14:35):
So, so, but anyway, the purpose of it is, is that if these
machines work together with you,you will achieve your goals and
then some. If you look at it, is this piece
of technology that's getting in the way or doesn't get what you
want, you're probably putting the inputs in the wrong way.
I want to give you a gym today. This is the gym, all right?
This is with your website, right?
With your blog. You'll see this sometimes not,
(14:55):
but I tell you this, you will recognize every single time.
Now, if you was your boutique, what you're going to do is
you're going to write a blog post about the top 10 boutiques
in Atlanta. Bingo bango.
OK, now just so happy to be on your website.
OK, this will happen to be on your website.
But I guess who's the number oneboutique in Atlanta?
Dude, That's right. It just so happens that you, you
(15:18):
are #1 on your boutique. You can list all the other ones
on the website, but it's your article and you can talk about
why you're #1 on your blog, right?
And that is a very powerful toolbecause now search engines will
associate you with that term. If you now rank on the first
page of Google for that term, people will see the reasons why
you're the best. Yeah.
So let's do one more. I think topically that's and we
(15:39):
go to both of you, but let's talk about the concept of things
like TikTok live selling, how TikTok is becoming a search
engine in itself and how again, Tik Tok's job is not want you to
leave TikTok. That's why if you post a link,
it Dings you, it doesn't want you to leave.
So they're starting to encouragepeople to search on TikTok, to
search on Instagram. So that throws a whole new
wrench in SEO because that's a whole new thing.
You have to think SEOS or so talk a little bit about that,
(16:01):
talk about between the Merchant Center and why living in those
little parameters of TikTok and Insta and LinkedIn have become
so important. Yeah, they each one of those
platforms, as you said, are there to get your attention.
So the more attention that they can keep of yours, they they're
going to so all of them have their own SEO life under the
under the hood. You have to they have their own
search terms that you have your own metadata, all that sort of
(16:24):
stuff lives under the hoods of all these platforms and the
people that succeed in them knowthose metrics and things like
that. So the more that you learn
those. I'm a big YouTube guy, not a big
YouTube guy, Yeah, but the we'vebeen able to learn the YouTube
algorithm and it's the same as Google.
Part of Google though, and now since their AI is, but they're
actually trans transcribing thatin real time and you seen that
(16:45):
as part of SEO now, so it makes sense.
So now what we do is we take ourblog posts and then we use AI to
convert them to videos and then put them on YouTube.
So now we double, it's the same message, but now we have a video
version of it and we have a blogversion of it, and it just helps
us rank and makes us more authoritative.
Google likes because everybody consumes differently.
Some people like to read, some people like to listen, some
(17:07):
people like to watch, and some people like their phones.
So the more places you are, you can't make people choose how to
consume you. You have to give them access
from every angle and every place.
So one of the other tools is youhave the ability now, not just
YouTube, but you can actually post TikTok, Instagram all in
one place from certain platformsjust by optimizing it with AI.
(17:29):
And then it will post to all those platforms at the same
time, which didn't exist a year ago.
And they're not expensive, good,expensive tools, expensive
tools. Most of them actually have a
free one for people to get you right out.
They're going to dig you at somepoint.
Let's not pretend anything in this world is free, but they're
going to get you. But it's free to start at least.
So what does that do? That that means based off what
even what he talked about, it's no longer just search engines,
it's search everywhere optimization, it's being found.
(17:52):
Anywhere when they search for you so whether they're searching
on TikTok or Instagram there on Facebook, if you have your
information there now you can befound.
AI gives you that ability to kind of post in every single.
Platform. He even throws up smoke signals
when he has to to make sure everybody can find them wherever
he needs to. Let's be visible.
Yeah, look, it's great. And I think for the sake of
(18:12):
this, because we want people to read the book and now listen to
us talk about the book, Let's let's do the top two things that
you think that you've seen change the quickest over the
past six months. So so I'll I'll give my quick
one that has changed the algorithms and machines have
gotten smarter of what is good and bad and what is relevant
content. And I had that pace has speed up
so immensely what these social media platforms Bing you for and
(18:34):
what they reward is genuine authentic.
They don't even care if it's pretty anymore.
They actually reward you for being things admitting errors.
You chase five stars. Now one star is not bad.
It's how you respond to that onestar review because anyone
that's five star, like are they paid for that?
There's no way they have five stars.
So I think that authenticity is that's changed the quickest.
And I think it also follows the trend of distrust in corporate
(18:55):
America in general. So authenticity is by far the
biggest change I've seen, and I had not seen that pace of change
ever before. I think everybody's noticing
that change on Instagram is not how many followers you have
anymore. It doesn't matter, right?
You could just have this, just the best content.
If you have a good post, it has a reality to it.
It'll go far right. Back in the day, it matter how
many followers you had, how manypeople you were that were
(19:16):
looking at following you online.Now it's about the type, the
quality of content that you creates that.
I'd say the biggest change is that everybody is a great e-mail
writer. Now I get If someone writes me
one more e-mail about. I hope this finds you Well, I'm
gonna I'm gonna jump off a bridge.
Yeah, I gotta get AI defenses. So I've had, I found myself
knowing someone's AI in me and IAI in the back and I'm
(19:40):
realizing that, oh, we're AI in each other.
So, so that's changed quickly. And as we, we kind of gloss over
a few things with things like AIagents, that's going to be the
future. You're going to, everybody in
here is going to have their own AI agents that do certain things
for them. You'll have an AI agent that
talks about all of your workout routines and they'll have a plan
for you every day, what to eat, what to work out.
(20:01):
And then you have another AI that's looking at all the real
estate deals that you're trying to close.
For the next two months. So like all these things will
end up working for you guys onceyou really kind of dig in AI and
figure out what you can get out of it.
And if you have any sort of website or business, AI can ramp
up the speed for you to get to your customers with content that
(20:22):
they can write for you just likethat.
All right. So then let's let's end with
this one thing that everybody here should go and do right now
besides buy your book and get itsigned by you.
One thing everybody here should do right now to make meaningful
impacting change based on what we talked about.
I think just be authentic, understand, understand your
market and that comes that starts with a prompt.
Ask the question about what you want to do or what what your
(20:44):
goal is first get the answer. And then once you get on that,
work through that list of tasks.I think that's that's the start.
So whether starting a website orI'm going to build my brand or I
want to get more sales in my industry, let it give you all
that list. And I and I use ChatGPT.
I know a lot of people use a lotof different ones.
I think they're the best place for people to like Claude and
(21:04):
stuff like that. But you start with that question
and get that list of tasks to doand complete those lists.
I think you're on the way. Tommy, what about you bugs?
Oh, you got to make a decision, right?
So you're either going to do this yourself and say, all
right, I'm about to go in here and figure out how to make this
website, use this AI, make it all happen and do this.
Or you got to get to a professional is going to do it
for you. And there's no wrong answer.
Like you got as a business owner, you got to decide the
(21:27):
quick exactly the quickest way to that goal, right?
And if that goal is quickest foryou to be sitting at the house
figuring it out, then do it. But if it's finding a
professional like Chris or myself or any company that does
this, that can knock this out for you in a couple of weeks or
months and have you up and running, then do that.
But just get started. Just get going.
You look up to three years laterand that business actually works
(21:50):
and customers are calling you and everything is fun at that
point. I'll leave it at this and then
we go to some questions. But, and I completely agree with
you say, but I encourage everybody for everything you do
in your business to know enough to be dangerous.
There are so many bad actors outthere that are trying to take
you for a loop with this stuff because there's no real pricing.
Everyone charges different. So if you don't know enough to
be dangerous, you will be taken advantage of.
(22:12):
And the problem is, is that the people that are taking advantage
of you don't even know because they are just cogs in a
different sets of machines. There's no predetermined price
for anything. Everyone is just it's, it's it's
insane. Like I've literally been in
conversations in my new role andI'm like, that's too much money.
Like, what do you think we should charge?
I'm like, we'll charge. You're fucking fired.
What kind of question is that? I mean, so no, enough to be
(22:32):
dangerous. You don't have to show you're
dangerous right away. But when you feel you're being
taken advantage of, make sure you know why you're being taken
advantage of because that personwill never do it twice.
Oh, yes, I completely agree. Most of the times you should pay
somebody to do this. But most of the times, if you
pay somebody to do it, you better know fundamentally why
you're doing it, what you're doing it, what the bad actors
are at least out to 30 people. Because whatever there's growth
(22:53):
industries, there are bad actorsthat are trying to be early in
and take advantage and it sucks.But have your defense up as high
as possible, especially right now.
Can I add that that what that looks like is just researching
the reviews of these companies, looking at successful companies
in multiple cities. That's one of my secret weapons.
I look in Atlanta and I look at their pricing.
(23:14):
I look at New York and I look attheir pricing.
I look at their reviews and thenlook at their track record as
well. So in this space, that's how
you're able to kind of see it's going to be around the same
price no matter where you locateit.
But then you can see based on their success and their amount
of reviews, that's going to helpyou get closer to finding the
right fit for this. Yeah, all right, I love it.
Well, I'm going to sign off the radio show and everything.
(23:37):
I got to leave in a couple of minutes, but anybody have any
questions for the group? The Marketing Mad Men, Right?
You're listening to the Marketing Mad Men.
Pick that one up. Yeah, yeah.
Let me, let me rephrase it. So you get it on the audio and
then you answer it. So the question was, since
Google has started losing some of the traffic, so they're
trying to make their own AI mechanism where instead of you
saying what's this? Instead of having 100 responses,
they're going to try to give youa summation at the top, which
(23:59):
solves people from searching deeper.
So what are you doing to combat?That is the question.
I'm putting my website in the search results.
I'm making my website the searchresults from AI.
So AI had gets his data from Google.
That's where a lot of data comesfrom.
So if you have the number one response, you have the top
three, I'll say. Then Google will take your
information from your website and make it a part of the AI
response. So while some of your traffic
(24:21):
will go down, those that trafficis going to be search questions,
not always buying decisions, OK,because AI, you can't buy from
AI right now, right? So while they may be getting
their data, hopefully they're getting it for me because I have
my content for all those questions, stuff we talked about
in the top three positions. So to give my information,
information on those answers when it comes to them trying to
buy or look to have an urgency need in my service right now,
(24:42):
they're still going to need to go to a website to get a phone
number and that kind of information because that's not
being located in AI. Yeah.
The other thing that I would add, and this is hard to do, but
your brand is your lifeblood. And unfortunately because of
this data sets and what we've been doing with data, people
have gotten away from brand, right?
You know how you alleviate that?Have people search for your
company by name. And I know it sounds impossible,
but the companies that will succeed over the next dozen
(25:03):
years are the one that people actively searching because yes,
your competitors try to bomb youand, and capitalize on that.
But people have gotten smart to where the ads are.
And if they are searching for you because of your competitive
advantages, they will usually find you.
Now, it's expensive. It's daunting because you won't
see the ROI on it immediately, but always in the back of your
head, think about what you're doing for that brand presence
because that will immediately alleviate that.
(25:25):
And here's the thing, if you shut your Google, your
advertising, digital advertisingoff tomorrow, you lose it
tomorrow. If you have brand advertising,
it might take 10 years to lose the brand advertising that
you've built over time. So I'm not saying it's easy.
It's not. I'm a radio back background guy.
It's not easy, it's not cheap, but if your brand is searched
after, nothing is going to ever take that away from you.
Both these guys are right not taking it.
Both these guys are right. Your question is a great
(25:47):
question and and Chris is right.Google is feeding AI pretty much
that's the biggest search engine.
That's where it's getting most of his information.
So if you're winning that race, you have a good chance of being
in a head in the AI race. So one of the companies I own is
a transportation company in South Florida.
We do non-emergency transportation, so like
(26:07):
wheelchairs and stretchers and stuff like that.
All throughout down South Florida, we're found more from
general search than our name until we moved into the
franchise model. Now people start to look up our
name because our name is so. Again, it's not easy and it's
not. No, exactly.
It wasn't cheap or easy. You.
Can get into that space. You're also your barrier to
entry raises and it's harder foryour competition to come take
(26:27):
you down when you have a brand like that.
Exactly. So like with you Google medical
transportation franchise, my company comes up first.
So we get the first call for everybody that's looking to
franchise and you know, that's where Google's getting this
information. So funny story about that to to
caveat to that. So someone I'm, I'm talking to a
franchise, he's telling me and we're trying to figure out if
he's going to be a franchise or not.
(26:49):
And he's like, I don't know where he's like, you know,
ChatGPT speaks really highly of you.
And I'm like, I'm like, what do you mean?
And he's like, I ChatGPT you to kind of get idea about the
franchise and and see if this opportunity would be something I
wanted to do. And I'm now I'm kind of like I'm
like, So what did it say? He's like, oh, said you're a
great businessman. It says you own this, says you
own that. And I'm just like, the only way
(27:09):
I could have got that information is from Google
because, you know, that's the only I don't have billboards out
with my name anywhere. Well, yeah, social media.
But for that type of answer, it had to find all my websites and
stuff like that, you know what Imean?
So feed Google to feed. AI yeah.
So the question was, has it become more about trust than
necessarily SEO? The only thing that I'll say is
let's not treat them mutually exclusive.
(27:30):
Google wants you to be trusted, you to trust your people,
because Google wants to give youthe best results because that's
why you stay with Google, right?If all of a sudden you went for
three days in a row and you justgot the worst results from
Google, you're going to start going and trying to look
somewhere else. So yes, the answer is trust is
more important than ever has been.
But for Google also, they are rewarding you for that trust.
So they're not separate things. But in the world we are in right
(27:53):
now where misinformation is rampant, the only way that
Google can keep your ad dollars and your eyeballs is by giving
you the most relevant information.
And I would say in the past six months, trust has become a
bigger part of that equation than it ever has before.
It's not it's, it's the same as it's always been.
That's why you need a website tobuild your brand and your
presence. So you have a hub and a
marketing place so that everybody can reference who you
(28:15):
are. Because what happens is when you
have a site, they can link to you and say, this is the person
who made this statement. This is who I had on my podcast.
This is who I had on my show, this who donated to my church,
this who spoke at our event, right?
You have a place where I can send the news organizations, I
can send the schools, I can sendeveryone to this one place to
(28:36):
talk about you every time you get a link to your website,
that's authority and it's alwaysbeen about authority, which is
also brand, right, your brand, your name, it's all the same.
It's just how do you get there now it's about having your
website and being listed everywhere more content before,
as a lot of people here may not use Twitter at all.
How many people use Twitter? OK, right.
So with AI now, you can imagine it's daunting to think about how
(28:59):
to post on TikTok every day and post on Twitter every day,
right? Well, AI, you can hit a post and
it'll go to all of them and at the same time a lot easier than
ever before. And so now you have an
opportunity to get a presence and build authority on every
channel when there was two yearsago.
I'm not doing. I'm not tweeting.
So one further thing, it is harder to cheat nowadays than it
(29:20):
ever was. Sake reviews used to be easy to
come by. You used to be able to set up AI
to write reviews. This is what's happening.
There's AI that's catching AI, right?
And Google's AI is going to be better than your AI.
They're showing you like version16 versions ago compared to what
they got going. So it is much harder to cheat
now and they have severely penalized the people that have
cheated. All that being said, quick tip
(29:41):
for the first year or two, if you can find a way to cheat the
system and then shut that cheat off and start rolling with it,
it actually helps because it's supercharges you.
One of the things that I did, I paid to promote my podcast early
before this stuff was ever happening.
Once I got an Apple's top 50, I never stopped getting out of it.
So there are ways and I don't want to say cheating, but there
are ways to use artificial ways that just you don't rely on it
(30:02):
because it could disappear at any point.
So I just want to point out we do have a star in the building,
Andre Clark. He's a he's a movie star and he
is a coaching, He just started acoaching business of ACL.
So he has a website and I told him that we were going to talk
about his website. He doesn't want me to, but he's
a great example of a service in a city, right?
(30:22):
He's a local acting coach in Atlanta, Buckhead.
I don't know all the cities around here, but so his website
is in need of the location pagesso that people in those cities
can find his website easier. And that's how you will take
your website to the next level. Once you start adding locations
and services, you will find people that aren't just looking
(30:44):
for you because they know you. You'll find strangers that want
your service. Yeah.
And I would say even the more granular you can get into what
kind of coaching and what roles for, because there's a lot of
people right now. Hollywood is not Hollywood in
Atlanta is not what it was threeyears ago.
There's a lot of people that arelooking to get into these
fields. So the more hyper specific you
can be with the people you're looking for and reverse
engineered for what's on the page, that's where you got to be
(31:05):
because there's a lot of people,there's a lot of big companies
that want to get into acting andcoaching.
So you got to be as specific as possible.
But that being said, reverse engineer, who's that prime
person you're looking forward? What are they interested in?
How do they find that on my website?
Don't start with your website, Start with that end consumer.
Yeah, so it's a it's a great question.
What he's asking the secret tickused to just be put blogs on the
post and who cares if they show up?
They're just for SEO dead. You can do it, but don't expect
(31:28):
to get the same results as you have H1 tags, all of these
things that go on these live pages and they're almost, I
don't know if they're doing it yet, they have to be, but
they're almost authority scoringeach individual page nowadays.
So if it's hidden and gone, 0 authority score, you want those
Q&A pages to be referenced by external sources.
Otherwise they don't matter. So the quickest version is, is
(31:48):
that that is one of the biggest changes.
Don't stop doing because it still matters for your basic
SEO, but don't think ChatGPT is going into the hidden code of
your page to go find those things.
So the technical part, one of those pages is still incredibly
important. I think I made that all up.
Is that accurate? Because I literally just 100%
made that up. So can I answer?
Answer the give me a real answerplease.
Rephrase your question. What what's up?
(32:08):
What would be the best way to answer a question on the
website? OK, instead of trying to OK the
best way, if you want to answer a particular, I would use a blog
post to answer one particular question and then I would think
of the best way to answer as in what as a person likely looking
for. So some questions you may need a
video, some you may need a product, some question you need
(32:29):
a explanation, which be all words.
Some questions will actually need some type of illustration.
So you have a diagram on your page.
So once you consider the intent of the person asking a question
that you can create the content based off of that response.
OK, so that's how you answer that one question.
And then what you can do is you you add most.
Well, once you once you've done that at the top, then you follow
that up with another way that people people may like to
(32:50):
consider content, which will be you may start out with a video
and up under the video you can have an article summarizing
what's in the videos. For the record, do all of that
at one time. A video recording will have
audio. You can transcribe it in AI, you
can summarize it. Do it all at one time.
Do not sit there and go individually Do all those
things. Find the whichever you're best
at, right? You're a good looking guy.
You want to be on camera, I assume.
(33:11):
So whatever, whatever you find the best mechanism for yourself,
use it, roll with it. Like we talked about.
You could take a blog and put itto, I say make a video about
this. OK, I think to this day it's not
there yet. It's a little inauthentic.
But for you, whatever you're more comfortable with, use that
'cause that's the thing you're most likely to do multiple times
and repeat video. How is it?
How is it looking at the video? You know, so the easiest way to
(33:33):
say this is every way right now,right?
What I would do is so you don't sew it on your website.
I would put I frame code that links directly to that YouTube
video and I would let it live there because you do not want to
put hard file videos on your website because one of the
biggest things that kills SEO ispage feed.
So that's what I would do. And then I would transcribe the
I would put the audio somewhere,let it live that way.
And then the only thing that I would have on there is a nice
(33:53):
low res image that loads quicklyand some text.
Other than that, everything should be an iframe code pinging
outward. Yes, you want to answer both
answers, right? Sorry again, but you're the
answers your website has to answer all your customers
question. You have to think as your
customer, I have a transportation business.
Everybody that's looking for wheelchair transportation in
(34:15):
website comes up for if they're looking for wheelchair
transportation in Miami, my website comes up.
So all those things that your customer could possibly type in
Google have to live on your website somewhere, whether it's
a blog, a FAQA site page, your it has to be big enough and
answer all the questions that your customer is looking for.
And if you think about it, when you Google stuff, the thing that
(34:37):
comes up first answered your question, right?
You pass up the sponsored ads because we all, we're smart
enough to pass up the ads. But that first one usually
answers your question. That's what your website has to
do. Yeah, I love it.
I got a role. I'll let these guys keep going.
But I appreciate everybody. The marketing Mad Men
conversation times it's about nothing to do with marketing
just because again, I have ADD and everything in life is
(34:58):
marketing, but there's also a lot of these technical
conversations also so thank you guys very much.
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