October 31, 2025 • 19 mins
OpenAI’s new browser, Atlas, is changing how people find information online. It’s powered by ChatGPT and built to act—not just search. In this episode, Ken breaks down what Atlas really is, how it threatens Google’s dominance, and what businesses can do to stay visible in an AI-driven world. Expect honest talk about data, discovery, and the difference between hype and real opportunity.
To learn how Integris Design can support your business with strategic design and marketing, schedule a consultation at IntegrisDesign.com.
Over The Bull is brought to you by IntegrisDesign.com. All rights reserved.
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Episode Transcript
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SPEAKER_00 (00:02):
You're listening to Over the Bull, where we cut
through marketing noise.
Here's your host, Ken Carroll.
SPEAKER_01 (00:09):
Is Atlas going to crush your business on this
episode of Over the Bull?
Thank you so much for joiningme.
Um man, the internet, um, youknow, I don't like the word
revolution, and I really don'tlike hyperbole.
I mean, if you go to YouTube andyou listen to some of these
(00:31):
people, and forgive me, okay,I'm gonna be maybe a little
blunt today, but you know, thosegoofy surprised faces, and then
you jump in and then they giveyou all the sensationalistic
talk about how this is going tobe that.
And, you know, it's just thisthis idea that sensationalism
(00:51):
and surprise faces sell, andunfortunately, it it still does.
So um uh I'm gonna try to youknow stay somewhere in the
middle on this thing, um,because I don't think that does
really any good, and uh I'm nothere to sell goofy faces.
So um let's talk about Atlastoday.
(01:13):
Now, the internet, uh, the waythat it's changing and the
degree at which it's changing iscreating a lot of problems.
Now, if you're on your game,these problems are
opportunities, they're notproblems.
But for a lot of software outthere, a lot of freelancers, a
(01:37):
lot of design firms, um, theyare still following old
practices.
And when I say old, let's talknine months.
Following old practices, notadopting new philosophies, and
they are bankrupting some ofthese plans that clients have
(01:57):
been trying to build up forever.
When I say clients, I meanbusinesses.
Look no further than last week.
We're in the middle of doingsome huge cleanup for a brand
new client because the agencythat they had was using things
that looked like they were linkfarms, low quality backlinks,
(02:17):
they weren't properly trackingconversions in Google ads, um
horrible website setup landingpages were completely
irrelevant, they're not going tobe effective.
Um, the whole nine yards.
And so if you could imagine youtake someone like that and we
introduce artificialintelligence, they're gonna use
(02:41):
it as a weapon.
You know, they're going to useit to create AI-generated blogs,
uh, make it look like they'rehandwriting stuff.
Uh they're going to, you know,oversell it, tell you that
they're doing the latest andgreatest and you no longer need
to participate in content.
Um, they're going to tell youwhat you want to hear because,
let's face it, as the owner of abusiness, last thing you'll be
(03:04):
doing is contributing to a blog,right?
Or content.
You want someone to do it foryou.
Now, the unfortunate truth isyou're the expert in your
business.
But that's also the fortunatetruth because that gives you
opportunity if you takeadvantage of it.
If you turn it over to your webguy, you're going to get what
you get.
And I've seen what that lookslike, and I'm telling you, it
(03:27):
ain't pretty because not only isthis going on, but search
engines like Google, the Titans,and yes, Google is still the
Titan out there.
Um, it's reacting to this junkAI-only content, and it's
devaluing that content.
Look no further than YouTube'sdemonetization of AI content.
(03:50):
They know it's too much, peopledon't want to see it, and they
want something different.
And so it's kind of a beautifulthing if we can navigate the
waters.
But make no mistake, we'renavigating waters and we're
reacting in real time.
Even even the ones of us who aretrying to be diligent and follow
(04:13):
it and you know, spending a lotof our waking hours just trying
to keep up with what's going on.
So, as the owner of a business,your biggest challenge is to
find that person that knows whatthey're doing.
And this whole idea that neverwas a good idea, these
do-it-yourself systems, uh,inconsistent uh branding, uh,
(04:36):
these web packages that don'treally do anything, themes that
are canned, all these things arejust becoming more and more
obvious that they're hurtingyour opportunity for success on
the web.
I know you're chasing, you'rechasing the lower price point.
I get that.
(04:56):
You're thinking you can do ityourself and save money, and
somehow you're cheating thesystem.
You're not.
Okay, you're not, and it's onlygoing to get worse, especially
when we talk about Atlas.
So exactly what is Atlas?
Well, you know, you've gotGoogle Chrome and Safari and
Firefox and Brave and all that.
Well, this is an AI-firstbrowser made by OpenAI, the
(05:20):
people of ChatGPT, and uh rightnow it's only available for the
Mac.
Um, but I downloaded it and Iplayed around with it, and I'm
seeing the beauty of it.
Now, the thing is, is all thestuff that you're doing for
Google or have people doing forGoogle, assuming that they're
still following best practices,those things are not going to
(05:44):
play well with what's going onhere.
Now, there is some overlap.
There are things that you cando, and I'm going to talk to you
about those things that you cando to kind of stay alive as
things are moving.
But here's what you're going tosee if you're not careful.
Because remember, the techcompanies are trying to react to
(06:06):
the junk content.
They are their algorithms arebeing adjusted.
The freelancers are trying toshortcut or design firms, the
one who really don't care.
They're just trying to automateas much as they can to make as
much as they can for as littlework as they can.
And you, as a business owner,want to save money and be on the
cutting edge.
(06:27):
And so you're maybe inclined tochase some of these rainbow
unicorn um sales pitches thatmake you think that they've got
AI figured out.
And uh so there, it's theperfect storm, guys.
I mean, this is just absolutelythe perfect storm for
opportunity and disaster.
You know, I'm sure that uh belowbeautiful sailing ships, there
(06:50):
are um graveyards of uh shipsbeneath them from making bad
mistakes.
Are you gonna be in thegraveyard?
Are you gonna be selling yourship?
So the idea is this this searchengine's different.
So if you can remember, youknow, the thing is that humans
are in general, you get oneperson who does something, and
(07:14):
then you see other people followbehind it, and they basically
mimic it.
So, like if you look at thesearch engines, you go look at
Google search engine, and thenyou go look at Bing or one of
these others, and you're gonnasee they basically look the
same, right?
You'd perform a search, you getresults, and what you used to do
was if you were interested insomething, you would start
(07:35):
searching based on you trying tolearn it, and then eventually
you might buy something down theline.
So that could be very short ifyou're looking at movie tickets,
it could be something long ifyou're looking at buying cars.
Now, with this new uh browserthat's out there, this idea of
(07:56):
using that same model where youget the 10 results and the map
listing and all that, that's outthe window.
That's way different.
And what you do to show up inthose results is even more
different.
And and so the idea is it's it'schanging the tried and true
method of what people are usedto, but now people are getting
(08:19):
more used to conversations withuh uh things like ChatGPT and by
extension this new browser uhthat again you can download on
your uh your Mac.
Uh you know, it's uh calledAtlas, A-T-L-A-S.
And uh so now what you're seeingis all of them are doing these
(08:41):
AI overviews.
Um, even though the format stilllooks like what you're used to
on Google and uh Bing, you'reseeing that these AI overviews
are starting to dominate more ofthe top positions, which means
you need to be ready, not justfor this browser, but for all
browsers.
But that's good news because atleast there's some consistency,
(09:03):
at least there's still a NorthStar we can kind of follow as we
try to prepare our businessesfor success.
And we also know what not to do.
Uh now the question is, are thepeople you're working with going
to help you with that, or areyou just going to get a lot of
bad advice that's outdated, youknow, you know, whopping nine
(09:24):
months.
I see I see businesses and uhfreelance agencies still making
mistakes that were mistakes fiveyears ago, and they're still
touting it as though it'ssomething reasonable.
I still see these junk landingpages being built for Google
Ads.
That's gone.
That does not help yourcredibility.
(09:46):
Um you're gonna have to shift,and it's it's gonna be painful.
But that's what it is.
It's it's an AI-first model.
You should download it and checkit out because this is gonna
kind of show you and kind ofintroduce you to the new waters
in which we're going to bepresented with.
And what we could see are maybedramatically different results
(10:07):
because you know, if you look atGoogle, you know, look at their
revenue that they generate frompaid ads.
That's a large part of theirrevenue.
They can't give that up.
So right now, uh you're lookingat uh uh Atlas, and there's no
paid ads for Atlas yet.
Um but perplexity, yeah.
(10:28):
Uh from my understanding, youcan still buy ads out there.
Uh looking through my notes,yep, you can.
And so let's talk about um whatis this reality check?
You know, let's let's put thegoofy faces excited these these
things aside and let's getreally kind of sober-minded
(10:49):
about this.
First is um if it's optimistic,it it could be an adoption or uh
uh a disruption.
And so if you look at thedifferent parts of a sales
cycle, it could start to siphonoff a large part of that uh
moving forward, depending uponhow Google reacts.
(11:11):
And can Google react?
Because again, they they can'tdisrupt their revenue stream,
which I think could leave a dooropen for Atlas and things like
perplexity to kind of sneak in.
And the other side is that umthese companies, let's face it,
their customer service is thebig guys, their customer service
(11:31):
isn't good at all.
I mean, matter of fact, it'shorrible.
Uh, even the way they've they'vetried to uh do different things
over the years, it's just notbeen what I would call optimal
customer service.
You know, it's kind of like youknow, you do it our way because,
you know, we're we're the onlygame in town.
And so a lot of our clientswe're seeing they want the new
(11:52):
game in town and they want themto be successful.
Um so challenging Chrome'sdominance is is definitely not
going to be easy.
AP News points that out.
Um, but the shift and therepercussions from a marketing
perspective are definitely goingto change.
Okay, so let's jump right intothis.
(12:15):
Um I want to talk to you aboutwhat you can do to optimize for
Atlas and then also play nicewith everything that's there.
Hedge your bet, work oneverything, and try to keep your
head above water as you go.
So the first is make the factson your website machine
(12:35):
readable.
Okay, make sure you look atschema.
If you go to schema.org, that'ss-ch-h-e-ma-.org, you'll see all
the different kinds of schemasthat are available to put on
your website.
Is your web developer talkingabout schema?
When it comes to FAQs, are theyasking you to create the
(12:56):
questions or are they providingyou with research questions that
you need to answer?
You see, you no longer guess.
The guessing game's out, buthumanizing the content is in
more than ever.
And so doing the opposite isgoing to get you in trouble.
Doing it the right way is goingto help you out.
Strengthen your identity or yourentity graph.
(13:20):
Um, consistent nap score.
Um, this is really, reallyimportant.
Uh, we have a special tool thatjust does your nap score
optimization.
That stands for name, address,and phone number.
And so what we want to do is youwant to get out there and you
want to use a tool.
(13:41):
We have a tool that we use to dothat, and uh it produces really
good results.
There are other tools that goout and also help you with your
nap score.
Uh, if you're interested,integers design can help you out
with that.
If not, just do uh do a littlebit of homework on that and then
try to uh talk to your vendorabout NAPScore.
And if they just talk aboutgoing into your Google business
(14:03):
and optimizing it, and that's asfar as they talk about, really
bad sign, guys.
That's a really bad sign ifthey're talking about that.
Um you want to be source worthy.
Okay, so the idea is you want tohave evidence-backed explainers,
checklists, comparisons uhwithout bound citations.
(14:25):
Now, what that means is you wantto become an authority.
Okay, go back and check out EEATprinciples on our previous
podcast and understand howimportant it is that your
business become an authority inits field.
You're not going to become anauthority by using things to uh
(14:46):
AI to create you blog articlesthat are generic.
You're going to need to inserthumanized um content in that
mix.
We have a really neat recipewhere we're we're actually
mixing that up and we actuallygive it to the client to
humanize content.
And we we have different ways toinject uh human factors into it.
(15:08):
You really do want the best ofboth worlds here.
AI is not your enemy, but it'salso not your blind, the guide
that's just going to take youeverywhere you want to go.
Um you want to also build yourstructure for extraction.
You want to add short executivesummaries, tables.
Um, you want to make sure youuse images.
(15:30):
You don't want it to be alltext.
You want to make sure you haverich pages.
Um facts are huge, SKUs,pricing, locations, hours, as
much of that stuff as you canput into it.
Um then you want to track yourAI presence.
You want to be able to trackyour mentions and citations and
(15:51):
answer engines and then fill thegaps wherever you are not
showing up.
There are great tools to dothat.
Um hrefs has got some reallygood tools to help you out with
that.
And then make sure that you'redoing some very basic stuff,
like you want clear call toactions, you want a frictionless
booking checkout process, andyou want to have action schemas
(16:15):
in place.
So here's the thing (16:16):
this all sounds all nerdy and technical,
but the reality is, is this iswhat your marketing people
should be talking to you about.
Are they talking to you aboutthat?
Are they asking you to give themimages?
Are they talking to you aboutwhat you need to do on social to
become more relevant?
Are they talking to you aboutposting to your Google business?
(16:37):
Are they doing these things?
Or are we talking template, sendme over some stuff and let's
make a few changes and run paidads?
What are they doing here?
All right, so um this isimportant uh for you to think
about it.
And also what you probably wantto do is you want to play around
with perplexity.
I would I would get in there andand run some tests in perplexity
(17:01):
and just see what's going on.
I mean, we're doing so much touh with a lot of clients that uh
just getting all the currentsite content up and everything
has been a challenge.
So what you need to do, in myopinion, as the owner of a
business, is get a hold of aMac, download Atlas.
(17:22):
If you're not playing with ChatGPT, get on it, download the app
for ChatGPT, talk to ChatGPT,and you're going to see a
stunning world that's um here.
It's not around the corner, it'snot tomorrow, it's here.
And believe it or not, peoplehave jettisoned big tech in
(17:43):
favor of using these engines.
So that's a lot to kind of uhabsorb and think about today.
I'm actually going to leave thepodcast here because I really
think it's a good place for youto go to start meditating on
exactly what's going on.
Carefully consider the team thatyou're using.
(18:06):
Ask yourself if they're on theedge, chasing the edge, or
reacting.
Now, we're all reacting to someextent, and we're all feeling
our way around to some extentbecause of the movement and how
fast it's going.
But those few tips that I'veoffered you at least will point
you in the direction and giveyou sound processes.
(18:27):
Now, um, I will close in tellingyou that the games that have
been played to try to manipulatesearch engines and that still
work, think about putting yourcities at the bottom of a page.
Think about um poor backlinks,think about some of these other
strategies that people haveused, these little dinky landing
(18:49):
pages to send Google ads to.
These things are going to becomemore and more toxic.
And you need to avoid it.
You need to clean up and findgood people to help you out.
All right, guys, that's all Igot for the day.
I hope you have a great weekend.
I'm winding this thing up on aum Friday afternoon.
(19:09):
And uh, by the way, I'm I'msorry that I'm a little bit late
getting some of these out.
Um just had a uh a grandson, ourfirst grandson, and uh man, it's
just uh kind of put us in alittle bit of a uh spiral.
Plus, we've been so busy helpingout clients that are trying to
navigate through it and have hadpoor experiences that we've just
(19:30):
been extremely busy.
Uh so that's why we moved the uhthe podcast over from Wednesday
to Fridays.
So uh until we meet again,thanks so much.
This is Ken with Over the Bull.
SPEAKER_00 (19:42):
Thanks for tuning in to Over the Bull, brought to you
by Integris Design, a fullservice design and marketing
agency out of Asheville, NorthCarolina.
Until next time.
You're listening to Over the Bull, where we cut
through marketing noise.
Here's your host, Ken Carroll.
SPEAKER_01 (00:09):
Is Atlas going to crush your business on this
episode of Over the Bull?
Thank you so much for joiningme.
Um man, the internet, um, youknow, I don't like the word
revolution, and I really don'tlike hyperbole.
I mean, if you go to YouTube andyou listen to some of these
(00:31):
people, and forgive me, okay,I'm gonna be maybe a little
blunt today, but you know, thosegoofy surprised faces, and then
you jump in and then they giveyou all the sensationalistic
talk about how this is going tobe that.
And, you know, it's just thisthis idea that sensationalism
(00:51):
and surprise faces sell, andunfortunately, it it still does.
So um uh I'm gonna try to youknow stay somewhere in the
middle on this thing, um,because I don't think that does
really any good, and uh I'm nothere to sell goofy faces.
So um let's talk about Atlastoday.
(01:13):
Now, the internet, uh, the waythat it's changing and the
degree at which it's changing iscreating a lot of problems.
Now, if you're on your game,these problems are
opportunities, they're notproblems.
But for a lot of software outthere, a lot of freelancers, a
(01:37):
lot of design firms, um, theyare still following old
practices.
And when I say old, let's talknine months.
Following old practices, notadopting new philosophies, and
they are bankrupting some ofthese plans that clients have
(01:57):
been trying to build up forever.
When I say clients, I meanbusinesses.
Look no further than last week.
We're in the middle of doingsome huge cleanup for a brand
new client because the agencythat they had was using things
that looked like they were linkfarms, low quality backlinks,
(02:17):
they weren't properly trackingconversions in Google ads, um
horrible website setup landingpages were completely
irrelevant, they're not going tobe effective.
Um, the whole nine yards.
And so if you could imagine youtake someone like that and we
introduce artificialintelligence, they're gonna use
(02:41):
it as a weapon.
You know, they're going to useit to create AI-generated blogs,
uh, make it look like they'rehandwriting stuff.
Uh they're going to, you know,oversell it, tell you that
they're doing the latest andgreatest and you no longer need
to participate in content.
Um, they're going to tell youwhat you want to hear because,
let's face it, as the owner of abusiness, last thing you'll be
(03:04):
doing is contributing to a blog,right?
Or content.
You want someone to do it foryou.
Now, the unfortunate truth isyou're the expert in your
business.
But that's also the fortunatetruth because that gives you
opportunity if you takeadvantage of it.
If you turn it over to your webguy, you're going to get what
you get.
And I've seen what that lookslike, and I'm telling you, it
(03:27):
ain't pretty because not only isthis going on, but search
engines like Google, the Titans,and yes, Google is still the
Titan out there.
Um, it's reacting to this junkAI-only content, and it's
devaluing that content.
Look no further than YouTube'sdemonetization of AI content.
(03:50):
They know it's too much, peopledon't want to see it, and they
want something different.
And so it's kind of a beautifulthing if we can navigate the
waters.
But make no mistake, we'renavigating waters and we're
reacting in real time.
Even even the ones of us who aretrying to be diligent and follow
(04:13):
it and you know, spending a lotof our waking hours just trying
to keep up with what's going on.
So, as the owner of a business,your biggest challenge is to
find that person that knows whatthey're doing.
And this whole idea that neverwas a good idea, these
do-it-yourself systems, uh,inconsistent uh branding, uh,
(04:36):
these web packages that don'treally do anything, themes that
are canned, all these things arejust becoming more and more
obvious that they're hurtingyour opportunity for success on
the web.
I know you're chasing, you'rechasing the lower price point.
I get that.
(04:56):
You're thinking you can do ityourself and save money, and
somehow you're cheating thesystem.
You're not.
Okay, you're not, and it's onlygoing to get worse, especially
when we talk about Atlas.
So exactly what is Atlas?
Well, you know, you've gotGoogle Chrome and Safari and
Firefox and Brave and all that.
Well, this is an AI-firstbrowser made by OpenAI, the
(05:20):
people of ChatGPT, and uh rightnow it's only available for the
Mac.
Um, but I downloaded it and Iplayed around with it, and I'm
seeing the beauty of it.
Now, the thing is, is all thestuff that you're doing for
Google or have people doing forGoogle, assuming that they're
still following best practices,those things are not going to
(05:44):
play well with what's going onhere.
Now, there is some overlap.
There are things that you cando, and I'm going to talk to you
about those things that you cando to kind of stay alive as
things are moving.
But here's what you're going tosee if you're not careful.
Because remember, the techcompanies are trying to react to
(06:06):
the junk content.
They are their algorithms arebeing adjusted.
The freelancers are trying toshortcut or design firms, the
one who really don't care.
They're just trying to automateas much as they can to make as
much as they can for as littlework as they can.
And you, as a business owner,want to save money and be on the
cutting edge.
(06:27):
And so you're maybe inclined tochase some of these rainbow
unicorn um sales pitches thatmake you think that they've got
AI figured out.
And uh so there, it's theperfect storm, guys.
I mean, this is just absolutelythe perfect storm for
opportunity and disaster.
You know, I'm sure that uh belowbeautiful sailing ships, there
(06:50):
are um graveyards of uh shipsbeneath them from making bad
mistakes.
Are you gonna be in thegraveyard?
Are you gonna be selling yourship?
So the idea is this this searchengine's different.
So if you can remember, youknow, the thing is that humans
are in general, you get oneperson who does something, and
(07:14):
then you see other people followbehind it, and they basically
mimic it.
So, like if you look at thesearch engines, you go look at
Google search engine, and thenyou go look at Bing or one of
these others, and you're gonnasee they basically look the
same, right?
You'd perform a search, you getresults, and what you used to do
was if you were interested insomething, you would start
(07:35):
searching based on you trying tolearn it, and then eventually
you might buy something down theline.
So that could be very short ifyou're looking at movie tickets,
it could be something long ifyou're looking at buying cars.
Now, with this new uh browserthat's out there, this idea of
(07:56):
using that same model where youget the 10 results and the map
listing and all that, that's outthe window.
That's way different.
And what you do to show up inthose results is even more
different.
And and so the idea is it's it'schanging the tried and true
method of what people are usedto, but now people are getting
(08:19):
more used to conversations withuh uh things like ChatGPT and by
extension this new browser uhthat again you can download on
your uh your Mac.
Uh you know, it's uh calledAtlas, A-T-L-A-S.
And uh so now what you're seeingis all of them are doing these
(08:41):
AI overviews.
Um, even though the format stilllooks like what you're used to
on Google and uh Bing, you'reseeing that these AI overviews
are starting to dominate more ofthe top positions, which means
you need to be ready, not justfor this browser, but for all
browsers.
But that's good news because atleast there's some consistency,
(09:03):
at least there's still a NorthStar we can kind of follow as we
try to prepare our businessesfor success.
And we also know what not to do.
Uh now the question is, are thepeople you're working with going
to help you with that, or areyou just going to get a lot of
bad advice that's outdated, youknow, you know, whopping nine
(09:24):
months.
I see I see businesses and uhfreelance agencies still making
mistakes that were mistakes fiveyears ago, and they're still
touting it as though it'ssomething reasonable.
I still see these junk landingpages being built for Google
Ads.
That's gone.
That does not help yourcredibility.
(09:46):
Um you're gonna have to shift,and it's it's gonna be painful.
But that's what it is.
It's it's an AI-first model.
You should download it and checkit out because this is gonna
kind of show you and kind ofintroduce you to the new waters
in which we're going to bepresented with.
And what we could see are maybedramatically different results
(10:07):
because you know, if you look atGoogle, you know, look at their
revenue that they generate frompaid ads.
That's a large part of theirrevenue.
They can't give that up.
So right now, uh you're lookingat uh uh Atlas, and there's no
paid ads for Atlas yet.
Um but perplexity, yeah.
(10:28):
Uh from my understanding, youcan still buy ads out there.
Uh looking through my notes,yep, you can.
And so let's talk about um whatis this reality check?
You know, let's let's put thegoofy faces excited these these
things aside and let's getreally kind of sober-minded
(10:49):
about this.
First is um if it's optimistic,it it could be an adoption or uh
uh a disruption.
And so if you look at thedifferent parts of a sales
cycle, it could start to siphonoff a large part of that uh
moving forward, depending uponhow Google reacts.
(11:11):
And can Google react?
Because again, they they can'tdisrupt their revenue stream,
which I think could leave a dooropen for Atlas and things like
perplexity to kind of sneak in.
And the other side is that umthese companies, let's face it,
their customer service is thebig guys, their customer service
(11:31):
isn't good at all.
I mean, matter of fact, it'shorrible.
Uh, even the way they've they'vetried to uh do different things
over the years, it's just notbeen what I would call optimal
customer service.
You know, it's kind of like youknow, you do it our way because,
you know, we're we're the onlygame in town.
And so a lot of our clientswe're seeing they want the new
(11:52):
game in town and they want themto be successful.
Um so challenging Chrome'sdominance is is definitely not
going to be easy.
AP News points that out.
Um, but the shift and therepercussions from a marketing
perspective are definitely goingto change.
Okay, so let's jump right intothis.
(12:15):
Um I want to talk to you aboutwhat you can do to optimize for
Atlas and then also play nicewith everything that's there.
Hedge your bet, work oneverything, and try to keep your
head above water as you go.
So the first is make the factson your website machine
(12:35):
readable.
Okay, make sure you look atschema.
If you go to schema.org, that'ss-ch-h-e-ma-.org, you'll see all
the different kinds of schemasthat are available to put on
your website.
Is your web developer talkingabout schema?
When it comes to FAQs, are theyasking you to create the
(12:56):
questions or are they providingyou with research questions that
you need to answer?
You see, you no longer guess.
The guessing game's out, buthumanizing the content is in
more than ever.
And so doing the opposite isgoing to get you in trouble.
Doing it the right way is goingto help you out.
Strengthen your identity or yourentity graph.
(13:20):
Um, consistent nap score.
Um, this is really, reallyimportant.
Uh, we have a special tool thatjust does your nap score
optimization.
That stands for name, address,and phone number.
And so what we want to do is youwant to get out there and you
want to use a tool.
(13:41):
We have a tool that we use to dothat, and uh it produces really
good results.
There are other tools that goout and also help you with your
nap score.
Uh, if you're interested,integers design can help you out
with that.
If not, just do uh do a littlebit of homework on that and then
try to uh talk to your vendorabout NAPScore.
And if they just talk aboutgoing into your Google business
(14:03):
and optimizing it, and that's asfar as they talk about, really
bad sign, guys.
That's a really bad sign ifthey're talking about that.
Um you want to be source worthy.
Okay, so the idea is you want tohave evidence-backed explainers,
checklists, comparisons uhwithout bound citations.
(14:25):
Now, what that means is you wantto become an authority.
Okay, go back and check out EEATprinciples on our previous
podcast and understand howimportant it is that your
business become an authority inits field.
You're not going to become anauthority by using things to uh
(14:46):
AI to create you blog articlesthat are generic.
You're going to need to inserthumanized um content in that
mix.
We have a really neat recipewhere we're we're actually
mixing that up and we actuallygive it to the client to
humanize content.
And we we have different ways toinject uh human factors into it.
(15:08):
You really do want the best ofboth worlds here.
AI is not your enemy, but it'salso not your blind, the guide
that's just going to take youeverywhere you want to go.
Um you want to also build yourstructure for extraction.
You want to add short executivesummaries, tables.
Um, you want to make sure youuse images.
(15:30):
You don't want it to be alltext.
You want to make sure you haverich pages.
Um facts are huge, SKUs,pricing, locations, hours, as
much of that stuff as you canput into it.
Um then you want to track yourAI presence.
You want to be able to trackyour mentions and citations and
(15:51):
answer engines and then fill thegaps wherever you are not
showing up.
There are great tools to dothat.
Um hrefs has got some reallygood tools to help you out with
that.
And then make sure that you'redoing some very basic stuff,
like you want clear call toactions, you want a frictionless
booking checkout process, andyou want to have action schemas
(16:15):
in place.
So here's the thing (16:16):
this all sounds all nerdy and technical,
but the reality is, is this iswhat your marketing people
should be talking to you about.
Are they talking to you aboutthat?
Are they asking you to give themimages?
Are they talking to you aboutwhat you need to do on social to
become more relevant?
Are they talking to you aboutposting to your Google business?
(16:37):
Are they doing these things?
Or are we talking template, sendme over some stuff and let's
make a few changes and run paidads?
What are they doing here?
All right, so um this isimportant uh for you to think
about it.
And also what you probably wantto do is you want to play around
with perplexity.
I would I would get in there andand run some tests in perplexity
(17:01):
and just see what's going on.
I mean, we're doing so much touh with a lot of clients that uh
just getting all the currentsite content up and everything
has been a challenge.
So what you need to do, in myopinion, as the owner of a
business, is get a hold of aMac, download Atlas.
(17:22):
If you're not playing with ChatGPT, get on it, download the app
for ChatGPT, talk to ChatGPT,and you're going to see a
stunning world that's um here.
It's not around the corner, it'snot tomorrow, it's here.
And believe it or not, peoplehave jettisoned big tech in
(17:43):
favor of using these engines.
So that's a lot to kind of uhabsorb and think about today.
I'm actually going to leave thepodcast here because I really
think it's a good place for youto go to start meditating on
exactly what's going on.
Carefully consider the team thatyou're using.
(18:06):
Ask yourself if they're on theedge, chasing the edge, or
reacting.
Now, we're all reacting to someextent, and we're all feeling
our way around to some extentbecause of the movement and how
fast it's going.
But those few tips that I'veoffered you at least will point
you in the direction and giveyou sound processes.
(18:27):
Now, um, I will close in tellingyou that the games that have
been played to try to manipulatesearch engines and that still
work, think about putting yourcities at the bottom of a page.
Think about um poor backlinks,think about some of these other
strategies that people haveused, these little dinky landing
(18:49):
pages to send Google ads to.
These things are going to becomemore and more toxic.
And you need to avoid it.
You need to clean up and findgood people to help you out.
All right, guys, that's all Igot for the day.
I hope you have a great weekend.
I'm winding this thing up on aum Friday afternoon.
(19:09):
And uh, by the way, I'm I'msorry that I'm a little bit late
getting some of these out.
Um just had a uh a grandson, ourfirst grandson, and uh man, it's
just uh kind of put us in alittle bit of a uh spiral.
Plus, we've been so busy helpingout clients that are trying to
navigate through it and have hadpoor experiences that we've just
(19:30):
been extremely busy.
Uh so that's why we moved the uhthe podcast over from Wednesday
to Fridays.
So uh until we meet again,thanks so much.
This is Ken with Over the Bull.
SPEAKER_00 (19:42):
Thanks for tuning in to Over the Bull, brought to you
by Integris Design, a fullservice design and marketing
agency out of Asheville, NorthCarolina.
Until next time.
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