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Does SEO Still Work in the Age of AI Search Engines? · Imperfect Marketing

• 0:27
  SPEAKER_00: Hi, I'm Kendra Corman.
• 0:29
  SPEAKER_00: If you're a coach, consultant, or marketer, you know marketing is far from a perfect science.
• 0:35
  SPEAKER_00: And that's why this show is called Imperfect Marketing.
• 0:38
  SPEAKER_00: Join me and my guests as we explore how to grow your business with marketing tips and, of course, lessons learned along the way.
• 0:52
  SPEAKER_00: Hello and welcome back to another episode of Imperfect Marketing.
• 0:55
  SPEAKER_00: I'm your host, Kendra Corman, and today I'm really excited because we're going to be talking about, I think, a topic that a lot of people think about, but don't always address in the right way.
• 1:06
  SPEAKER_00: And that's going to be SEO, which is search engine optimization and uh content marketing.
• 1:11
  SPEAKER_00: And we have an expert with us today.
• 1:13
  SPEAKER_00: Welcome, Lindsay.
• 1:15
  SPEAKER_00: Thank you so much for joining me.
• 1:16
  SPEAKER_00: Thank you so much for having me.
• 1:18
  SPEAKER_00: I'm glad to be here.
• 1:19
  SPEAKER_00: So talk to me about what it is that you do and like how you got into this.
• 1:23
  SPEAKER_01: So before people's eyes glaze over with all the acronyms, so SEO, search engine optimization, essentially in a nutshell, what I do is I help businesses get to the front page of Google so that their prospective clients can find them before they find your competition.
• 1:40
  SPEAKER_01: And for me specifically, I work with law firms, but a lot of the SEO uh tricks and techniques that we use are applicable to pretty much any business that finds their clients, connects with their clients through Google.
• 1:54
  SPEAKER_00: I don't know how many people don't connect with clients, at least some point through Google.
• 1:58
  SPEAKER_00: Um, because I mean it sowns so much of the market share of search that even when you know who you're trying to connect with, you still find them on Google.
• 2:06
  SPEAKER_01: Right.
• 2:07
  SPEAKER_01: I mean, who doesn't turn to Google pretty much every day to either find where they're gonna go eat tonight or find a business that they are trying to connect with?
• 2:15
  SPEAKER_01: Or, you know, in my case, you have somebody's in a car accident and they're looking for a law firm.
• 2:19
  SPEAKER_01: You don't necessarily know somebody who's worked with a personal injury attorney.
• 2:23
  SPEAKER_01: So they turn to Google to look up reviews, to look up websites, to do a little of their own due diligence when they are trying to hire someone.
• 2:30
  SPEAKER_01: Does SEO work?
• 2:32
  SPEAKER_01: Yes, it does.
• 2:33
  SPEAKER_01: Uh, it works, and I'll put a caveat in there that it works for a lot of businesses.
• 2:39
  SPEAKER_01: It doesn't work for everybody.
• 2:40
  SPEAKER_01: It's one of those challenging things where you need to be the right kind of business.
• 2:45
  SPEAKER_01: First of all, a business that really does connect with the majority of your clients through Google.
• 2:50
  SPEAKER_01: So, for example, somebody that it doesn't necessarily work with are, you know, some of the restaurants that already have a foothold in the area.
• 2:59
  SPEAKER_01: So everybody knows of Daniels here in Apex.
• 3:02
  SPEAKER_01: It's kind of a famous restaurant.
• 3:03
  SPEAKER_01: They aren't getting most of their business through Google.
• 3:06
  SPEAKER_01: They everybody just kind of knows about them, they have a reputation and word of mouth spreads really quickly.
• 3:11
  SPEAKER_01: So that's one example where SEO doesn't work.
• 3:15
  SPEAKER_01: Another way that SEO doesn't work is if you are competing in a market that is super saturated and you don't have much of a budget.
• 3:24
  SPEAKER_01: No, you know, throwing a couple hundred bucks a month at some search terms that really aren't going to be available for you at that price.
• 3:33
  SPEAKER_01: No, SEO isn't going to work for you then.
• 3:36
  SPEAKER_01: But for the right budget, for the right business that has the right budget and the right market with the right expectations and the right way that they are working um at connecting with clients, yes, it can be very effective.
• 3:47
  SPEAKER_00: Very good.
• 3:48
  SPEAKER_00: So um I know this isn't one of the questions um that we discussed in advance, but is AI impacting SEO to a point where it's becoming obsolete?
• 4:00
  SPEAKER_00: Or what are you seeing with AI and these, what are they called?
• 4:03
  SPEAKER_00: Is it called GEO?
• 4:05
  SPEAKER_00: Generative?
• 4:05
  SPEAKER_01: There are a lot of acronyms for it.
• 4:07
  SPEAKER_01: So GEO, where it's saying generative engine optimization or AI optimization, all these acronyms kind of mean the same thing.
• 4:13
  SPEAKER_01: And this is a really common question because there are fewer people who are going to websites themselves.
• 4:20
  SPEAKER_01: And yeah, that's yeah, that's something that has a lot of businesses scared, where they're like, oh my gosh, my website traffic is tanked because all of the answers are immediately available in the AI snippet.
• 4:30
  SPEAKER_01: And yes, website traffic is going down, but you still have the same amount of customers who are looking for services.
• 4:37
  SPEAKER_01: And so they still need to be able to find your business.
• 4:41
  SPEAKER_01: And if they're finding you through AI, great.
• 4:44
  SPEAKER_01: But AI can only pull from the information that is available on websites.
• 4:49
  SPEAKER_01: So if you want your business to be cited in AI, SEO has actually become more important than ever because that's how you get content on your website.
• 4:59
  SPEAKER_01: That's how you get your reputation built so that AI is more likely to pull from your website.
• 5:05
  SPEAKER_01: So, in one sense, yes, you know, search traffic is down when it comes to websites in general, but it's more important than ever to have visibility.
• 5:15
  SPEAKER_01: And whether you want to call it SEO or AEO or GEO or AIO, whatever acronym you want to use, it's more important than ever to have content both on your website as well as other places around the internet.
• 5:29
  SPEAKER_01: So going on podcasts, putting on articles on LinkedIn, wherever it is that you want to put your digital footprint, it's more important than ever to develop that content.
• 5:40
  SPEAKER_00: I felt like just a little side aside here.
• 5:44
  SPEAKER_00: I felt I wanted to put like old McDonald's head of arm with all of the acronyms we're doing.
• 5:49
  SPEAKER_00: It's EIEIO, right?
• 5:51
  SPEAKER_00: All the EI E IOs.
• 5:53
  SPEAKER_00: AI AIO.
• 5:55
  SPEAKER_00: Sorry.
• 5:56
  SPEAKER_00: I was like, all right, I might need to ask one of the AIs that make music to do that.
• 6:00
  SPEAKER_00: Um, no, so yeah, so okay.
• 6:03
  SPEAKER_00: So a friend of mine is actually listed in a snippet.
• 6:06
  SPEAKER_00: I was searching on LinkedIn and she was actually highlighted with her YouTube video, which it was highlighted as part of the how-to, which was super cool because she's actually the one that told me how to and I forgot.
• 6:16
  SPEAKER_00: And so then I went and asked Perplexity.
• 6:18
  SPEAKER_00: And it highlighted her specifically and linked to her YouTube video, which I was so cool.
• 6:23
  SPEAKER_00: I like took a screenshot of it.
• 6:24
  SPEAKER_00: I'm like, look, you're an AI famous.
• 6:26
  SPEAKER_00: You're AI famous.
• 6:27
  SPEAKER_00: She's AI famous.
• 6:28
  SPEAKER_00: I mean, she's famous for LinkedIn expert, but it was just, it was really, really cool.
• 6:32
  SPEAKER_00: So my question for you then is okay, so yeah, so AI found that video, right?
• 6:39
  SPEAKER_00: Where she specifically answered the question of how do I share things?
• 6:43
  SPEAKER_00: I think it was from a personal page to a business page, right?
• 6:47
  SPEAKER_00: And so how do I do that sharing?
• 6:49
  SPEAKER_00: And and she had walked me through it.
• 6:51
  SPEAKER_00: Well, she happened to answer that question and walk through it on a YouTube video perfectly.
• 6:55
  SPEAKER_00: And it walked me through step by step because I had forgotten already how to do it, like three days later.
• 7:00
  SPEAKER_00: That's great content, right?
• 7:02
  SPEAKER_00: Because it's answering questions.
• 7:04
  SPEAKER_00: How are you identifying like what kind of content to be building?
• 7:08
  SPEAKER_00: How often are you creating?
• 7:09
  SPEAKER_00: Is it still blogs or is it video?
• 7:11
  SPEAKER_00: Is it a combination?
• 7:13
  SPEAKER_00: What are you seeing?
• 7:14
  SPEAKER_01: That's a really great question.
• 7:16
  SPEAKER_01: And it's something that comes up in, I'm gonna have a little tangent here that comes up with a lot of SEO agencies where they, you know, are like, oh, well, you know, we have AI come up with all of the ideas of the content that we should produce, be producing.
• 7:30
  SPEAKER_01: And that's the exact opposite of what you should be doing, because AI can only pull from what's already out there.
• 7:37
  SPEAKER_01: So for me personally, and for the clients that we serve, we have a team of humans that are sitting around going, okay, what hasn't been written yet?
• 7:47
  SPEAKER_01: What ways are people getting into accidents and might need a personal injury attorney in the cities that we're talking about?
• 7:53
  SPEAKER_01: And what are some new ways that we can talk about this that haven't been covered eight million times over?
• 8:00
  SPEAKER_01: So the content that we develop is specific and it's talking to the people who are living in these geographic areas.
• 8:08
  SPEAKER_01: So for us, it's really digging in deep into the local thought patterns and um creating content that is specific towards the users who are going to be searching for that information.
• 8:21
  SPEAKER_01: And to speak to the AI or to the video that was referenced in AI, answering questions in a very concise way that is a matter of fact, without all the fluff stuff that comes along, you know, think about the recipe pages.
• 8:35
  SPEAKER_01: You want to make sure that you're answering specific questions in a way that is laid out really well.
• 8:42
  SPEAKER_01: And then you need to build your online reputation.
• 8:45
  SPEAKER_01: So even if you had an identical video from your friend and three other people, the fact that your friend has a reputation of being a LinkedIn expert, that's gonna give her more credibility and will uh AI will lean into that more and be more likely to reference her.
• 9:02
  SPEAKER_00: Okay, very cool.
• 9:03
  SPEAKER_00: So identifying what hasn't been covered yet is is fantastic, but covering things that have been covered, right, is important too to build that reputation that you were talking about.
• 9:14
  SPEAKER_00: So if someone's just getting started, like how long is this gonna take?
• 9:18
  SPEAKER_01: It depends on what what uh business they're in.
• 9:21
  SPEAKER_01: And so if there is more competition already out there, it's gonna take a while.
• 9:26
  SPEAKER_01: And they need to be developing content.
• 9:28
  SPEAKER_01: Yes, there are some staple pieces that need to be built across the board.
• 9:32
  SPEAKER_01: So I mean, I mean, I think about lawyers all the time.
• 9:34
  SPEAKER_01: So I'm gonna, a lot of my examples are gonna be for law firms, but on a law firm's website, you're especially for like personal injury, you're gonna have your home page, you're gonna have car accidents, motorcycle accidents, bus accidents, dog bites, blah, blah, blah.
• 9:47
  SPEAKER_01: And yes, you need to have those basic pages created.
• 9:50
  SPEAKER_01: But you also need to be creating that basic content in a way that is new, unique, and fresh.
• 9:58
  SPEAKER_01: Don't be using AI to generate your content because it's just going to be pulling from what already exists.
• 10:04
  SPEAKER_01: You need to have something new and different.
• 10:06
  SPEAKER_01: And whether it you're answering questions that haven't been covered a million times over, um, or you're just answering them in a better way than what already exists out on the internet, then you need to be infusing that content and making it better than what already exists in some fashion.
• 10:25
  SPEAKER_01: And then if you can get citations or links built to that content, that will boost your credibility and make AI more likely to trust the content that you've created and that will boost the likelihood of getting it to rank better, both organically in traditional search as well as in AI search.
• 10:43
  SPEAKER_00: Okay.
• 10:44
  SPEAKER_00: So you talked about getting questions that maybe people haven't answered before.
• 10:50
  SPEAKER_00: How do you come up with that?
• 10:52
  SPEAKER_00: Because when I look at a list of questions, right, of people also ask and all these things, right?
• 10:57
  SPEAKER_00: You go into, we'll say Google and people also ask, or I go into what is the other system?
• 11:04
  SPEAKER_00: Answer the public, right?
• 11:05
  SPEAKER_00: We go into those things to see what people are searching for.
• 11:08
  SPEAKER_00: And almost all of that stuff, though, has been answered to some extent.
• 11:14
  SPEAKER_00: How do I come up with something where I'm answering a question that people actually care about, not just something that they haven't asked?
• 11:21
  SPEAKER_01: Well, and that's and that's a great point.
• 11:23
  SPEAKER_01: Yes, a lot of this information has been covered, but you can always cover that information better.
• 11:29
  SPEAKER_01: So, what Google is looking for is that you are producing uh content, um, I mean, specifically for the snippets, that are just a couple sentences long that get straight to the point.
• 11:41
  SPEAKER_01: Um, yes or no, like for yes or no questions, saying, yes, this is blah, blah, blah, and then have another sentence that expands on that or no, blah, blah, blah, same pattern.
• 11:52
  SPEAKER_01: Um, but getting straight to the point with the information, having the information that you're writing be in bullet points that's easy for Google to digest, stuff that's easy for your readers to digest.
• 12:03
  SPEAKER_01: Um, so improving on the answers that are already out there for questions that have already been answered several times over.
• 12:11
  SPEAKER_01: Um, and then going into people also ask is a great way to both generate content ideas for things that people are searching for that don't necessarily have great answers.
• 12:22
  SPEAKER_01: Just because people are asking those questions doesn't mean that there's good content out there to answer it.
• 12:28
  SPEAKER_01: Um, the same for answer the public.
• 12:30
  SPEAKER_01: Um, and then yeah, just using that also just as a mental springboard for questions that you might ask if you were in that client's position, if you were in that situation where you were looking either for information or for a business to work with.
• 12:45
  SPEAKER_01: So just using your brain, get creative.
• 12:48
  SPEAKER_00: Okay.
• 12:48
  SPEAKER_00: I like that.
• 12:49
  SPEAKER_00: Using your brain and getting creative.
• 12:50
  SPEAKER_00: And AI can't do all that for you.
• 12:52
  SPEAKER_00: Um pretend that you're my my four-year-old and you want to know the answers to absolutely everything.
• 12:58
  SPEAKER_01: So yeah, don't be overwhelmed by it.
• 13:01
  SPEAKER_01: The there's a lot of uh of questions that you might come up with that people, other people might have that just haven't been answered yet.
• 13:08
  SPEAKER_00: Very cool.
• 13:08
  SPEAKER_00: I love it.
• 13:09
  SPEAKER_00: Um, I actually went to a conference a couple months now ago.
• 13:15
  SPEAKER_00: Um, and there was a futurist there.
• 13:17
  SPEAKER_00: And he actually talked about future mapping and how you actually go about it.
• 13:21
  SPEAKER_00: And it basically is a mind map where you start thinking about all the positive things from something and then you start thinking about all the negative things.
• 13:27
  SPEAKER_00: So you can actually do that too, right?
• 13:29
  SPEAKER_00: Like if you need a visual guide, creating a mind map with questions.
• 13:34
  SPEAKER_00: What's the core, right?
• 13:36
  SPEAKER_00: And if it's dog bites, then you know, what are all those questions that come off of it?
• 13:40
  SPEAKER_00: The positive ones, the negative ones, right?
• 13:43
  SPEAKER_00: Um, what are some of the general ones, right?
• 13:46
  SPEAKER_00: That people ask that might not even apply to your specialty, but that you could maybe get with a doctor to talk about, you know, rabies or rabies shots or I don't know, bacteria or any of the other scary stuff that would go with it, right?
• 13:59
  SPEAKER_00: And there's ways to come up with it and really map it out.
• 14:02
  SPEAKER_00: And I think AI can help you brainstorm to an extent with that, but again, it's pulling from the stuff that already exists.
• 14:10
  SPEAKER_00: And I think that that's always really important.
• 14:12
  SPEAKER_00: It's not coming up with new things.
• 14:14
  SPEAKER_01: And I love that you bring that up because that kind of like digs into the recesses of my memory.
• 14:18
  SPEAKER_01: So my first career was actually as a teacher.
• 14:20
  SPEAKER_01: I taught high school English and mind mapping activities were great.
• 14:25
  SPEAKER_01: They were a tool that we used a lot to kind of flesh out different ideas.
• 14:30
  SPEAKER_01: And to some extent, we do that internally here, where we call it a hierarchy of information that we build out on our websites.
• 14:37
  SPEAKER_01: And so let's say you have a personal injury site.
• 14:40
  SPEAKER_01: And yeah, you might think, okay, well, you've covered all of the basic types of injuries or accidents that somebody might have.
• 14:47
  SPEAKER_01: How do you keep producing content and coming up with new ideas?
• 14:50
  SPEAKER_01: And it just gets more and more granular in our case.
• 14:54
  SPEAKER_01: So let's take the dog bites, for example.
• 14:57
  SPEAKER_01: You have an attorney that has, you know, Sacramento dog bite attorney.
• 15:01
  SPEAKER_01: You have all the basic information that somebody might need on that parent page that's that kind of that top level page.
• 15:06
  SPEAKER_01: And then you start to think about, well, okay, well, where are some of the locations that somebody might be bitten by a dog?
• 15:13
  SPEAKER_01: And then you think about, okay, well, what are the bars and restaurants in a specific geographic area that allows dogs?
• 15:19
  SPEAKER_01: Or Home Depot allows people to bring their pets in to go shop with them.
• 15:23
  SPEAKER_01: Or somebody might be out on a bicycle and get bit by a dog that's off-leash.
• 15:29
  SPEAKER_01: So you go through and you think about that.
• 15:31
  SPEAKER_01: And then you get more and more granular.
• 15:33
  SPEAKER_01: Um, and you look at specific dog parks or you look at specific locations.
• 15:38
  SPEAKER_01: Um, so all of that kind of feeds back into that mind mapping activity that you you talked about.
• 15:43
  SPEAKER_01: And yes, and so getting more and more granular with that information is a really great way to come up with new topics.
• 15:49
  SPEAKER_00: Again, to sitting down and finding the time to think is probably one of the most important pieces of things that you can do.
• 15:58
  SPEAKER_01: And you don't have to do it by yourself.
• 16:00
  SPEAKER_01: Grab a client of yours, whatever business you're in, ask them what questions were going through their head when they were looking to hire someone for your specific business type.
• 16:11
  SPEAKER_01: Interview a few, a few clients, really get into their head to find out what information they needed before they hired you.
• 16:19
  SPEAKER_00: Talking to people, it is so underrated.
• 16:22
  SPEAKER_00: I just had like a conversation before this one as I'm batch recording some podcast episodes, right?
• 16:27
  SPEAKER_00: Um, where we talked about that.
• 16:29
  SPEAKER_00: You got to talk to people sometimes.
• 16:30
  SPEAKER_00: I think I've done like 50 episodes, it feels like, where I say, talk to people.
• 16:34
  SPEAKER_00: Because there's you can get so much more information, right?
• 16:37
  SPEAKER_00: And you can get that nuanced information where they use the words that they searched for, not necessarily the words you think they're using, right?
• 16:47
  SPEAKER_01: Because it's not always the same.
• 16:49
  SPEAKER_01: It's not.
• 16:49
  SPEAKER_01: And that's a really great point.
• 16:51
  SPEAKER_01: And it's something that we run into a lot, where you know, we'll we'll talk with lawyers and they have a lot of legal jargon that they use that they're like, okay, well, let's talk about the statutes of limitations and all of the different, you know, legal terms that are second nature to them that are in their dictionary and their lexicon.
• 17:07
  SPEAKER_01: But that's not what average Joe is using when they are searching to hire an attorney.
• 17:13
  SPEAKER_01: They're they're looking for, you know, if I'm a defender bender, do I have to tell my spouse?
• 17:17
  SPEAKER_01: Like that's uh like that's the kind of information they're looking for.
• 17:21
  SPEAKER_01: So uh using both the search terms that somebody who's looking to hire would be using, as well as really putting out the information that somebody might actually be looking for, but not necessarily want to admit to uh on the internet is is important as well.
• 17:39
  SPEAKER_00: Yes, because people will Google things that they wouldn't necessarily say out loud.
• 17:44
  SPEAKER_00: So that's always good to have, right?
• 17:46
  SPEAKER_00: Like I love that.
• 17:47
  SPEAKER_00: Was it an accident to I have to tell my spouse?
• 17:49
  SPEAKER_00: I'm like, yes, you do, because I had to call mine.
• 17:52
  SPEAKER_00: Uh we we had in the this winter.
• 17:55
  SPEAKER_01: Yes, yes, you actually do have to tell your insurance company.
• 17:58
  SPEAKER_01: Uh and you know, and I think about it like, you know, questions that people are afraid to ask their doctors, they are more than willing to go to Google for first.
• 18:06
  SPEAKER_00: Right.
• 18:06
  SPEAKER_00: It's like WebMD, you guys, it exists for a reason.
• 18:09
  SPEAKER_00: I think that that's really good information.
• 18:11
  SPEAKER_00: So mind mapping, thinking, brainstorming, right?
• 18:14
  SPEAKER_00: What are the other places?
• 18:15
  SPEAKER_00: Getting hyperlocal, right?
• 18:17
  SPEAKER_00: If you can, um, because people do search specifics, right?
• 18:22
  SPEAKER_00: Like we have a dog park uh near me here in Troy, and I'm trying to remember what it's called, but yeah, like you could say dog bite or dog fight at blah, blah, blah park, right?
• 18:35
  SPEAKER_00: And yeah, you could come up with that as a um, like what steps do I take?
• 18:41
  SPEAKER_00: Do I tell the Troy police?
• 18:43
  SPEAKER_00: Do I, you know, I don't know.
• 18:44
  SPEAKER_00: I've never been bit by a dog.
• 18:46
  SPEAKER_00: Right.
• 18:47
  SPEAKER_01: And I mean, what hospital do I go to?
• 18:49
  SPEAKER_01: You know, like what what are signs of infection after I've been bit by a dog at Troy Dog Park?
• 18:55
  SPEAKER_00: Well, and using those words again, help it show up in those searches.
• 18:59
  SPEAKER_00: And people are very specific in their searches because they don't want answers necessarily from Seattle if they're outside Metro Detroit, because the information might be a little bit different.
• 19:11
  SPEAKER_00: I do like that because then you can answer it more specifically and you can answer it multiple times.
• 19:15
  SPEAKER_01: Well, and you can, and you can repurpose a lot of the content so long as you're bringing in new information.
• 19:20
  SPEAKER_01: But all of the information that you are putting on your website is simply there for Google to know who you are, what you do, and who you serve and where you're located.
• 19:30
  SPEAKER_01: So all of that information needs to be on your website, both so that Google can find you, so that AI can find you, but also so that your prospective customers know that you are the right person for the job that they're looking for.
• 19:44
  SPEAKER_00: Yeah, I think that that's fantastic.
• 19:46
  SPEAKER_00: Now, if you're not limited by geography, is there a different angle that you could go with that?
• 19:52
  SPEAKER_01: It really depends on the business.
• 19:54
  SPEAKER_01: So I know that there are a lot of businesses that serve nationwide and it is a bit of a different strategy.
• 20:00
  SPEAKER_01: Um, or at least it can be.
• 20:02
  SPEAKER_01: And it's a little bit more difficult because typically with those types of businesses, there are some big giants that have dominated the marketplace.
• 20:10
  SPEAKER_01: So, what I always recommend for those who do want to gain clients on a national level is to still think about it quasi-locally.
• 20:18
  SPEAKER_01: So, if there are some markets that you are really interested in doing business in, create local content for those markets, but just have it be on your website.
• 20:27
  SPEAKER_01: So you can have your website homepage be focused nationally.
• 20:31
  SPEAKER_01: But let's say that you have a flower company and you can ship flowers across the nation, still have it be Mother's Day gifts in North Carolina, um, and have all of that content still built out for people who um are searching from a specific location that you want to be doing business with.
• 20:50
  SPEAKER_01: So that is one approach for it.
• 20:52
  SPEAKER_01: Um, but again, that it's all a matter of developing content, whether it's locally or nationally, that still answers the questions that people are looking for when they're looking to hire somebody for your particular business or service.
• 21:05
  SPEAKER_00: I love that.
• 21:06
  SPEAKER_00: So answering questions is how you're gonna get found on Google, um, whether it's AI engine optimization, right?
• 21:14
  SPEAKER_00: AEO, GEO, whatever on earth they want to call it, SEO.
• 21:18
  SPEAKER_00: You're building for the same thing, which is people, right?
• 21:20
  SPEAKER_00: Yes, it's algorithms and yes, it's machines that are looking at it, but they're looking to match it up for people.
• 21:26
  SPEAKER_00: And I think that that's one of the things that a lot of us forget.
• 21:29
  SPEAKER_00: Um, so that's fantastic.
• 21:32
  SPEAKER_01: I do want to throw out one um clarification.
• 21:35
  SPEAKER_01: I'm not saying to build out a bunch of FAQ pages because that's that's what answering questions in my mind immediately jumps to.
• 21:42
  SPEAKER_01: But providing information in a format where it's article-based, not necessarily blog-based, but where it is just presenting the information of just because somebody is Googling what is the statute of limitations for a car accident in Omaha, doesn't mean that that needs to be the specific title of a question.
• 22:01
  SPEAKER_01: And then you're answering that question and have your website be filled with that information.
• 22:05
  SPEAKER_01: There are other ways to present that information in article format where it doesn't just look like a huge list of FAQs.
• 22:12
  SPEAKER_01: So wanted to throw out that quick clarification real quick.
• 22:15
  SPEAKER_00: No, and I love that.
• 22:16
  SPEAKER_00: So thank you so much for adding that in.
• 22:19
  SPEAKER_00: That's very helpful.
• 22:21
  SPEAKER_00: Um, I appreciate all of the stuff that you've been sharing with us.
• 22:24
  SPEAKER_00: And there's so much, I think, more that people can learn.
• 22:27
  SPEAKER_00: But blogging is not dead, just saying.
• 22:30
  SPEAKER_00: Articles and content on your website, they're not dead.
• 22:33
  SPEAKER_00: Um, and I think that was definitely one of the big things that we learned here.
• 22:37
  SPEAKER_00: So, yes, you can do video.
• 22:38
  SPEAKER_00: Yes, you can do all the things.
• 22:40
  SPEAKER_00: Don't have AI built at all because it's building it from other stuff.
• 22:43
  SPEAKER_00: So I think that that is really important stuff.
• 22:46
  SPEAKER_00: Now, before I let you go and we wrap up, I I need to ask you the question that I ask all of my guests.
• 22:53
  SPEAKER_00: And that is that the show is called Imperfect Marketing because marketing is anything but a perfect science.
• 22:58
  SPEAKER_00: What's been your biggest marketing lesson learned?
• 23:00
  SPEAKER_01: Just to be flexible and uh be open to learning new things.
• 23:06
  SPEAKER_01: And for me personally, where I started my marketing journey was at a temp as a temp at a law firm.
• 23:13
  SPEAKER_01: And my whole job was to help migrate profiles from one website to another.
• 23:19
  SPEAKER_01: And then SEO kind of fell in my lap because nobody knew what to do with it and nobody had the time or bandwidth to learn it.
• 23:27
  SPEAKER_01: But by saying yes, that I would step in and be like, okay, I'll figure this out, it opened up a whole new door for me for something that I was passionate about.
• 23:35
  SPEAKER_01: And it's something that's really important in the marketing industry.
• 23:39
  SPEAKER_01: And the same was true when new marketing tools kind of started to enter the market, especially now with AI, figuring how do I adapt to this too?
• 23:49
  SPEAKER_01: Because I can't just be doing SEO and focus completely on SEO.
• 23:54
  SPEAKER_01: I need to figure out how is this piece going to fit into the puzzle?
• 23:57
  SPEAKER_01: Because marketing isn't perfect.
• 23:58
  SPEAKER_01: And if it were, it would never change.
• 24:01
  SPEAKER_01: And it is constantly changing and evolving.
• 24:03
  SPEAKER_01: So don't be afraid to learn the new skills, bring them in, don't be intimidated by it.
• 24:08
  SPEAKER_01: Lean into it and figure out how it complements what you're doing and how you can use these new tools that are entering the market to serve your clients better.
• 24:17
  SPEAKER_00: And I would say learning never goes out of style.
• 24:20
  SPEAKER_00: So the more you can learn, the more you can do, the more you can experiment with is just there's just so much there.
• 24:27
  SPEAKER_00: And in a world that's filled with AI, there's a lot to personal learning.
• 24:31
  SPEAKER_00: So you can question that AI, um, which I think is very, very important because it's not always right, um, even though it will tell you it is.
• 24:40
  unknown: Right.
• 24:42
  SPEAKER_00: Well, thank you so much for all of your time today.
• 24:46
  SPEAKER_00: I really appreciate it, Lindsay.
• 24:48
  SPEAKER_00: This has been um very educational, very eye opening.
• 24:53
  SPEAKER_00: If you want to connect with Lindsay, her information is in the show notes.
• 24:56
  SPEAKER_00: Thank you all so much for tuning in to another episode of Imperfect Marketing.
• 25:00
  SPEAKER_00: Have a great rest of your day.