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From SEO to AEO: Redefining Search for Business Success · The One Small Change Podcast

• 0:00
  Welcome everybody to The One Small Change. And as always, I
• 0:04
  am so thrilled that you are spending your time with me today. And
• 0:08
  we are going to embark on a journey of exploration and
• 0:11
  transformation. And I'm your host, Yvonne McCoy, and I bring almost
• 0:15
  30 years of entrepreneurial experience. And I have a passion
• 0:19
  for discovering growth through the power of seemingly
• 0:23
  small change. And I want to thank you again for— I know
• 0:26
  your time is important, so I want to thank you again for coming,
• 0:30
  and I do this because I want to share with you
• 0:34
  people that I think will help you grow your business. And this week
• 0:38
  we are talking with Frank Buddenbrock and
• 0:42
  he is going to share with you how his story,
• 0:45
  how his life made a change in what he does that makes
• 0:49
  him really good at what he does. So
• 0:53
  Frank, thank you for being here. Thank you for
• 0:57
  sharing with my audience. Um, I know they're going to get
• 1:00
  a fistful of— what a weird thing to say, a
• 1:04
  fistful. They're going to get a handful. I think
• 1:08
  we're all in fight and flight right now. You're going to get a
• 1:12
  handful of information that is really going to help you grow your business.
• 1:17
  So tell us what you do and take it away.
• 1:21
  Sure. Again, Frank Budenbrock. I have a digital marketing
• 1:24
  agency for the last 20 years. We do pretty much everything
• 1:28
  and anything it takes to promote a business online, and that could be
• 1:32
  anything from website development to social media
• 1:35
  management. A lot of the work that we do now is, of course,
• 1:39
  Google and Facebook ads management, and then search
• 1:42
  engine optimization, and now the new AEO, or
• 1:46
  answer engine optimization. We also do a lot
• 1:49
  of email marketing campaigns for clients because Once we've
• 1:53
  driven someone to your website, you need to follow up with them.
• 1:57
  It's rare that they're going to have just an impulse
• 2:01
  buy, unless you're an e-commerce site, let's say. But if you've got a service or
• 2:05
  product that they want to do some research on, they're going to
• 2:09
  have to be educated and entertained and engaged.
• 2:12
  And, you know, you have to tell them why you have the best solution to
• 2:16
  the problem they're trying to solve. So before you go, before you go
• 2:20
  any further, because I'm not, you know, an
• 2:23
  expert in any of that, I've never heard of— what did you call it?
• 2:27
  Answer? Answer Engine Optimization, or
• 2:31
  AEO. Uh-huh. I don't even know what that means.
• 2:35
  Yep. Well, you're not alone. A lot of people are
• 2:39
  seemingly unfamiliar with it, though you've probably seen it every day of the
• 2:43
  week. Now, when you do a search for something,
• 2:46
  if you do a Google search for something, Google is going
• 2:50
  to return a page, what's called a search engine results
• 2:54
  page or a SERP. And at the very top of that page now,
• 2:57
  Google puts their AI overview. And
• 3:01
  that has a, like a summary,
• 3:05
  but it's at the top of the page and it's called the AI overview.
• 3:09
  And what that is, is the answer to the question that
• 3:12
  you've just asked in the Google search bar. I do. I saw that
• 3:16
  today. Yep. And so now the goal
• 3:20
  is to make sure that your product or your service, your
• 3:23
  business is one of those companies mentioned in that
• 3:27
  paragraph. And that's what the new answer engine
• 3:31
  optimization is all about, because most people now are
• 3:35
  finding the answer that they want there. And they're no longer scrolling
• 3:39
  down, so they're rarely seeing your ads. They're rarely seeing your
• 3:43
  website listed as one of the search results. So
• 3:46
  it's a, it's a very big deal. It's really changed the world of
• 3:50
  search. Well, you know, one of the things, one of the
• 3:54
  reasons I was really interested in having you come on was because
• 3:57
  we share something in common, and that is Be Found.
• 4:01
  So tell us your story and why you're good at helping people be found.
• 4:07
  Well, sure. Years ago, actually before the
• 4:10
  internet was what it is today, before Google was the search engine
• 4:14
  of choice, I was the president of the Southern California Land Rover
• 4:18
  Club, and we used to do a lot of exploring in the Southern
• 4:22
  California area, and that included things like Death Valley and the Mojave
• 4:25
  Desert. And it dawned on me that I should have somebody teach our
• 4:29
  members desert survival skills 'Cause there are times
• 4:33
  when you're out there in the desert and something can happen to your car, something
• 4:37
  completely not your fault, something you didn't do, but you may have a
• 4:41
  catastrophic failure in your vehicle. You're out in the desert and now what
• 4:44
  do you do? You're miles from the nearest road and what
• 4:48
  are you gonna do to survive? But again, this is way before the
• 4:52
  internet and trying to find that person, somebody to teach
• 4:55
  my members desert survival skills, was virtually
• 4:59
  impossible. I mean, they don't list themselves in the White Pages, if you
• 5:02
  remember those, or the Yellow Pages, if you remember those.
• 5:06
  And it was very difficult to find that person. But I
• 5:10
  heard about this thing, the internet, or the World Wide Web, as we called
• 5:14
  it back then. And I thought, well, maybe there's a website
• 5:17
  where that person might have listed themselves, some kind
• 5:21
  of a directory. And I, I searched high and
• 5:25
  low and couldn't find that person. And so I thought, well, you know
• 5:29
  what, there should be a website where you can find experts in any
• 5:32
  field. And so I decided I would build that website,
• 5:36
  and it was called findanexpertonline.com.
• 5:40
  And it took me quite a while to build it.
• 5:44
  WordPress didn't exist, Wix didn't exist, none of
• 5:48
  these platforms exist back then. You had
• 5:52
  to do things like Joomla for the directory part. I had to use
• 5:55
  a program called phpMyDirectory, and back then
• 5:59
  they barely could talk to each other. It was impossible to get them
• 6:03
  to integrate. Things like YouTube didn't
• 6:07
  exist back then, and trying to get an interview or a podcast like
• 6:10
  this again was very, very difficult. There was no delivery
• 6:14
  method back then. Nevertheless, I decided to make this
• 6:17
  directory. I did, and I started having experts
• 6:21
  subscribe or be members in this directory. And I
• 6:24
  tried to find one of my own experts doing a search,
• 6:28
  and I couldn't find them. And I said, well, that's not going to work. I
• 6:31
  can't charge these people money to be in my directory and then not have them
• 6:35
  be found. So I found out that there's this thing called
• 6:38
  search engine optimization. And I read both books
• 6:42
  at Barnes Noble on the subject at the time. I took
• 6:46
  a couple classes at UCLA and one at UC Santa
• 6:50
  Barbara. I put all this information together, made my own recipe for
• 6:53
  search engine optimization, and applied it to my own website. And
• 6:57
  then sure enough, there I am on the first page after about 5
• 7:01
  months. Actually, it took quite a while.
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  So, um, back then Google again was not the search engine of choice. We had
• 7:08
  things like AltaVista Ask
• 7:13
  Jeeves, uh, AOL, uh, yep, and Dogpile. I always found that one to be kind
• 7:17
  of curious. But then finally Google came along
• 7:21
  and, uh, superseded everybody. They really came in
• 7:25
  with a phenomenal algorithm and set
• 7:28
  the standard. And so now all the other search engines at
• 7:32
  that time anyway would just license the data that Google was
• 7:36
  collecting. And that made the job a whole lot easier. So, and
• 7:40
  then— I'm sorry, finish, finish. Yeah,
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  so, uh, in that process of building my website and doing the
• 7:48
  search engine optimization, as the internet started ramping up, it
• 7:52
  also dawned on me, hey, people are going to have websites and they're
• 7:56
  going to want to have them found, and the way to do that is through
• 7:59
  search engine optimization. And so that's how I started the
• 8:03
  digital marketing agency that I have today. So there are a couple
• 8:07
  of things. Some of these are kind of high level, but the first thing I
• 8:11
  think is, and this is what I believe as
• 8:14
  well, is people, you know, people
• 8:18
  need to be found. You can have the best product, you can have the best
• 8:22
  service, the best process, the whatever, but if nobody
• 8:25
  can find you, it doesn't matter. So that's the
• 8:29
  first thing. The second thing that I think you hit on kind
• 8:32
  of unintentionally is The way to be
• 8:37
  found is constantly changing. So
• 8:40
  if you were doing something that, you know, you used to come up and, you
• 8:44
  know, ask Jeeves, that's not going to help you now. So you have to
• 8:48
  stay relevant. And I think as entrepreneurs, that's probably one
• 8:52
  of the biggest mistakes that we make,
• 8:55
  is that we think we fixed a problem and then we don't look at
• 8:59
  it again. Do you know, you know, I— and one of the things
• 9:03
  that I say all the time is people are practicing to be perfect, practicing
• 9:07
  to be perfect, practicing to be perfect, and when they think
• 9:10
  they finally nailed it, that thing doesn't exist
• 9:15
  anymore. So you gotta be imperfect and jump in right
• 9:18
  away. And then I think the third thing— there was a third
• 9:22
  thing— so you got to be found, you got to be found in
• 9:26
  relevant places, and I don't remember the
• 9:30
  third one, but it'll come to me. So go ahead. You know,
• 9:33
  yeah, no, you're absolutely correct. We tell
• 9:37
  clients it's not a set it and forget it situation at
• 9:41
  all, especially with the internet. I mean, literally
• 9:45
  Google changes things almost on a daily basis. I mean, it is, it is a
• 9:49
  moving target, you know, and it, it makes it interesting, makes
• 9:53
  it frustrating. But it keeps us on our
• 9:57
  toes, keeps it very fresh in our minds, you know, and
• 10:01
  what worked maybe next week doesn't work this week, you
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  know, the paradigm changes all the time. And now,
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  like I said, with the AEO, 6 months ago
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  that barely existed, but, you know, a week ago
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  it's now very, very, very much at the
• 10:19
  top of people's conversation. What, what, what would you
• 10:23
  say are the other misconceptions that people have
• 10:27
  about being found on the internet or in internet
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  marketing? Well, I think a lot of it, again, for being
• 10:35
  relevant, that's very important. Now with the
• 10:39
  AEO, it's all about answering the questions that people have.
• 10:43
  So now the process, rather than just targeting
• 10:46
  specific keywords, right, if you just had a particular keyword that you
• 10:50
  were targeting, and hoping that people would type that in
• 10:53
  and your page would come up on that first page of results. Now
• 10:57
  the thing is that people are answering questions, answering questions, or asking
• 11:01
  questions. They're much longer phrases, you know, what is the
• 11:05
  best project management software? You know, so it's a whole
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  question. And so now the challenge is making content on your
• 11:14
  site that literally has that exact question maybe in
• 11:17
  the title tag, maybe at the H1 tag or the title of that
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  page, and then answering that exact question through the content of
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  your page. So that's, that's very, very
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  critical. So this never dawned on me, but
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  it— so for instance, we used
• 11:37
  to say, give me management software,
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  give me management you know, what's some management
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  software? And now we're asking more to get
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  a qualitative answer, like give me the top
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  10 or give me the best. I never thought
• 11:56
  about that before because I actually, I mean, and
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  it's funny because I did a search today. I wouldn't even tell you what it's
• 12:02
  on because it's really weird, but I went in and
• 12:06
  I originally put in the phrase of the
• 12:10
  thing And then I was like, that's not really— I mean, I, you know, that's
• 12:14
  not really what I want. What I really want is this. And so it's a
• 12:18
  much longer question. So that's an interesting thing because I think
• 12:21
  some of us— there are some ideas that I
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  think we are attached to, like you have to have the right
• 12:29
  hashtag, you have to have the right words, you have to— but it
• 12:33
  again, it's evolving. Oh, yeah. Very
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  much. And I think a lot of it is driven by the
• 12:40
  smartphone. One's on my desk here somewhere, but because it's
• 12:44
  now going to mobile, right, on your smartphone, and
• 12:48
  people don't want to necessarily type in an entire
• 12:52
  question, so now they're using voice search. And that's how
• 12:55
  Google is seeing where the intent is. So people are no longer
• 12:59
  just typing in project management software., but
• 13:03
  now they're using their voice command and they're asking Siri
• 13:07
  or Google, you know, what is the best project management software I can find
• 13:11
  for my company? Well, nobody's going to type that in, but now that you can
• 13:14
  do it by voice, now that phrase is an entire question,
• 13:18
  right? Or a whole sentence rather than just targeting
• 13:21
  a keyword. And I think a lot of that has come from that
• 13:25
  ability to do. That type of search. And, and I think maybe, you
• 13:29
  know, again, this is my opinion, but You know, one of the
• 13:33
  changes that I've been making is to ask
• 13:37
  a question, you know, because I think people—
• 13:41
  there's a curiosity factor, right? You know, and if
• 13:45
  the question, you know, is one that it's like, oh, I had that thought before,
• 13:48
  you know, and the same thing, you know, part of when
• 13:52
  I'm working with clients, I tend to have them
• 13:56
  start with what's the situation that your client is in
• 13:59
  instead of like, do you find yourself, you know, that this is happening and this
• 14:03
  this is happening, versus I am so-and-so, I do this, this,
• 14:06
  and this, I've taken many courses, blah blah blah blah blah blah blah, because they
• 14:11
  don't care, right? You know, if you, if you're not going to deal with the
• 14:14
  issue that I have, what do I— why do I need to listen, you know,
• 14:18
  any further? And what you're telling me is that that lesson
• 14:22
  is true for the internet as well, right?
• 14:26
  Right. And, you know, the big difference between just doing a search and getting
• 14:30
  a result in the answer engine optimization is that if you type
• 14:34
  something in and you just do a search, for example, Google is just going to
• 14:37
  say, here are 10 results and your answer is probably in one of
• 14:42
  those 10, right? But now with the answer engine optimization and
• 14:45
  that AI overview at the top of the page, they're saying, here's
• 14:49
  the answer that you have and I'm certain of it. So you don't have to
• 14:53
  start looking around for things. My wife has given up on Google.
• 14:57
  She just does ChatGPT. That's her search engine. And
• 15:01
  she'll ask that question, you know, where, where can I find
• 15:05
  the best recipe for sourdough bread? You know, and then
• 15:09
  boom, here, that AI overview is going to present the answer
• 15:13
  to that question, or at least citations or sites
• 15:17
  that she could visit that have that answer.
• 15:20
  So she doesn't have to filter through all those 10 different search
• 15:24
  results. To try and find the answer because a lot of them are advertisements, a
• 15:27
  lot of them are not very
• 15:31
  relevant. So here, boom, just saves so much time and
• 15:36
  aggravation too. What other things are we doing? Do
• 15:39
  we have misconceptions about or.
• 15:45
  Doing wrong? Well, again, I think the set it and forget it, that's probably one
• 15:49
  of the biggest problems that we see. Even
• 15:52
  with, again, going back to the search engines or even the answer
• 15:57
  engine optimization, those algorithms, they want to see
• 16:01
  fresh content. So you need to, even if you've got a blog post from 5
• 16:06
  years ago, you can go in there and refresh it, right?
• 16:09
  Depending on your, your market or your industry, probably things have changed in the last
• 16:13
  5 years. It could be last 1 year for all I know, but
• 16:17
  it's a wonderful opportunity to go in there and refresh your
• 16:20
  content And then that improves your likelihood of being again one
• 16:24
  of those search results that Google is going to present to answer
• 16:28
  that question. When you say refresh, do you mean just
• 16:32
  post something on it so it comes up, or do
• 16:35
  you mean repurpose it? Well,
• 16:39
  I would say, like I said, that there's probably new
• 16:43
  information, right? So in the last 5 years, for example, there
• 16:47
  may be a lot of innovations in software right
• 16:50
  now. Software is functioning at a different level because of, because
• 16:55
  of AI. So here's an opportunity for you to just— it doesn't have to be—
• 16:57
  you don't have to rework the entire blog post or article, but you want to
• 17:01
  give it some brand new information. And then now when the search engine
• 17:05
  comes— update it. Update. Okay. Update
• 17:09
  or refresh. Exactly. Because I have some posts that
• 17:12
  I consider classic posts. You know, and so, and I
• 17:16
  post them once a year, and each year I take a look at them
• 17:20
  and see if the message is relevant, see if the call to action
• 17:23
  still makes sense, do you know? And I just did one
• 17:27
  of those recently. I always do one around the time Girl
• 17:31
  Scouts are selling cookies, right? And the post is,
• 17:34
  what does, what does Girl Scout cookies, my dad, and
• 17:38
  marketing have in common? And it's, you know, when I was a Girl Scout,
• 17:42
  my dad used— I was always the highest seller because my dad used to take
• 17:45
  the cookies to work with him and he would let people have one
• 17:49
  cookie for free. Right. And then when they came back, you know,
• 17:53
  it's like they didn't know they need a cookie until they saw it.
• 17:56
  Right. And when they came back, you go, oh, I have all these varieties
• 18:00
  for sale. And that's kind of what we need to do. A lot of times
• 18:03
  our people don't know what it is that they need. So,
• 18:07
  you know, right. So that's good. I'm glad I'm doing that right.
• 18:11
  So, yeah. And again, that kind of goes to the email marketing we were talking
• 18:14
  about earlier too, because people have so much going on in
• 18:18
  their life and you've got to be in front of those people, try and stay
• 18:22
  top of mind, right? And show them that you have the best
• 18:25
  solution to the problem they're trying to solve. So, so this is one
• 18:29
  of the things that I see with clients a lot, and I know I
• 18:33
  struggled with it. And it's like, I don't want to
• 18:36
  fill somebody's inbox up. I don't want to post too many
• 18:40
  times. I don't want to, you know. So, do you have any thoughts on that
• 18:44
  or any suggestions? Yeah, I think a lot of
• 18:48
  us think that we're that special, I guess, maybe that
• 18:52
  maybe we shouldn't be in their inbox so much. But I don't know about
• 18:55
  you, but I follow quite a few different
• 18:59
  industry leaders across the board. I've probably worked with 100 different industries over
• 19:04
  the years. And I'll subscribe to their newsletter. And I mean,
• 19:07
  there are some of those gurus, if you will. I get
• 19:11
  an email from them every single day, you know.
• 19:15
  And if it's good, if it looks interesting, if the subject line catches my
• 19:19
  attention, I'll open it and read it. Otherwise, it's just hit the
• 19:23
  delete button, you know, and let it
• 19:27
  go. But I think you still need to be in front of people.
• 19:31
  I mean, you know, who doesn't know Apple? Who doesn't know Coca-Cola? Who doesn't
• 19:34
  know Ford? But they're doing commercials every day, every day,
• 19:38
  every day. So, you know, people get distracted,
• 19:42
  have things going on in their life. And if you've got a
• 19:46
  product or service to sell, you've got to stay. In front of those people. I
• 19:50
  also think that, like you said, we've got
• 19:53
  so much going on. But I, you know, I mean, a really simple
• 19:57
  thing is You know, if you just send one post, by the time the person
• 20:01
  decides they're going to read their email, you could be on the third page and
• 20:04
  they never even see it. Exactly. You know, and
• 20:08
  so I— the first thing that I say to
• 20:12
  clients is be consistent. If you're going to send
• 20:16
  your newsletter out on Sunday, then like I do, send it
• 20:19
  out on Sunday and be consistent. So it's better not
• 20:23
  to bite off bite more than you can chew. It's better to build up
• 20:27
  so that you can stay consistent. And one of the
• 20:31
  things that, you know, that I did, it was like, you know,
• 20:34
  was I discovered I can resend the people who
• 20:38
  didn't open. It's like, oh, they didn't open, so they didn't see it. So I
• 20:42
  will, you know, I won't be bothering the other people. I will, you
• 20:45
  know, but it, it, you know, I started out with
• 20:50
  like, oh, twice a week seemed like a lot. And now I'm
• 20:54
  up to at least like 5, really
• 20:58
  every day but Monday, you know, but it's
• 21:02
  a different variety of kind of things. So, you know, Sunday
• 21:06
  is my newsletter, Friday is the
• 21:09
  podcast, right? Tuesday and Wednesday are my posts, Thursday there's
• 21:13
  a quote, you know, and, and so there's a variety of things
• 21:17
  for people to look at and to see. And I've kind of saved
• 21:21
  Monday as as when I have like a personal message that I
• 21:25
  get, like, you know, yeah, my thought that I, you
• 21:29
  know, that isn't necessarily, you know, it's
• 21:32
  like one of the ones that I do is
• 21:36
  this is political, you know, delete if
• 21:40
  you're not. But when I get like, yeah, yeah. That
• 21:44
  kind of thing. Yeah. Well, you're right on
• 21:48
  about being consistent. 'Cause if they like your
• 21:51
  stuff, for example, your Sunday newsletter, people are gonna
• 21:55
  start looking forward to it if you're consistent, if they know, oh, okay, Yvonne's
• 21:59
  newsletter comes on Sunday. Maybe at the end of the day after I've had
• 22:02
  the weekend with the family or kids or friends, whatever, and I'm sitting in front
• 22:06
  of the TV with my laptop or iPad, oh,
• 22:10
  wonder what Yvonne's newsletter is today. And people will kind
• 22:13
  of look forward to that. So being consistent is, is
• 22:18
  really critical. One thing we found interesting when we— we've done quite a
• 22:21
  bit of marketing for personal injury attorneys
• 22:25
  and mostly on the Google Ads side of things, right? Because they want
• 22:29
  to be there when people go looking for an attorney, right? So Google Ads is
• 22:32
  one of the best ways to do that. But they also would like
• 22:36
  to have blogs written for them again so that they can come up in
• 22:39
  the search results because they've got constant fresh new content to
• 22:44
  their website. And, you know, that's one of the things that we'll offer them as
• 22:47
  one of the services. And they say, oh no, we'll take care of it. And
• 22:50
  we go, okay, sure, right? So first month they're
• 22:54
  right on, second month they're right on, third month
• 22:58
  they're maybe a week late, and then by the fourth month it's done. It's almost
• 23:02
  like a gym membership, you. Know, everybody's really gung-ho at the
• 23:05
  first year. Yeah, but by, you know, by March you can find
• 23:09
  a parking spot in that parking lot at the gym without. Any trouble at
• 23:12
  all. So the other thing that I tell people
• 23:16
  is, you know, rather than keep changing what you're doing and keep moving the
• 23:20
  way that you're— you know, it's like the person that sees you on Monday and
• 23:24
  goes, oh, I need to come back to this, or I need to find them
• 23:27
  again, you've moved. I said it's like having a mobile store that you move every
• 23:31
  day and sell something different. By the time they're ready that,
• 23:34
  you know, you're doing something else, and so you're really
• 23:39
  losing sales. Um, before we run out of time, there's one other thing I wanted
• 23:42
  to ask you, and that had to do with— we
• 23:46
  were talking about being
• 23:50
  consistent, um, repurposing.
• 23:54
  I know, I, I got it. Okay, I'm having these—
• 23:57
  for the, you know, for those that are listening, you notice I'm kind of
• 24:02
  glitchy lately. When should somebody start thinking, I'm ready
• 24:06
  to pay.
• 24:09
  For ads? Well, as soon as possible, really,
• 24:13
  because the longer you wait, the more
• 24:16
  opportunity your competitors have to come in and take those clients
• 24:20
  away from you. But again, you
• 24:24
  know, there are.
• 24:28
  Money issues. Sure. And also, if you're— all right, so I always say you
• 24:32
  have to have clarity about what you're doing. You have to be really
• 24:35
  sure, you know, pretty, you know, clear about what you're doing,
• 24:39
  because obviously if you're fuzzy about what you're advertising, your results are not going to
• 24:43
  be good. And it's going to be— so there's a certain place, a certain timing
• 24:47
  in your business that you go, okay, I've got some clients,
• 24:51
  I got some cash coming in, I'm pretty clear about what
• 24:55
  I'm doing. What are the things that people should start saying, or what should
• 24:59
  they be aiming for to say, this is where I need
• 25:02
  to get before, you know, I need to have a certain
• 25:06
  amount of money to, to be able to
• 25:10
  be out there enough to get results? Sure. I mean, running
• 25:13
  one ad won't do it. No.
• 25:17
  Yeah, you'd have to have a campaign. Well, again, it depends what's your, what's your
• 25:21
  objective., right? Are you just looking to maybe have people sign up
• 25:25
  for your webinar? That, that's one objective. If you've got a product
• 25:29
  that you're selling, that's another objective. If you've got a service that you're
• 25:33
  offering, maybe it's a brand new service or a twist on
• 25:37
  an old service, then you want to get the word out there that this is
• 25:43
  available for people. All right, so nice thing with— go ahead. So if we were
• 25:45
  gonna— if we were trying to get people to sign up for a workshop.
• 25:50
  Workshop or webinar. Mm-hmm. Yeah, again, if you've got a good
• 25:54
  list, that's always a good thing for on the email side of things. But
• 25:58
  what's nice too, with that email list, you can import that into your
• 26:02
  Google Ads account and show Google these are people that we
• 26:06
  want to target, and Google will now present those ads in
• 26:10
  front of like people, right? So that, that's
• 26:13
  a really nice feature that Google offers you to do that. The
• 26:17
  nice thing with Google Ads or Facebook Ads is you can start small,
• 26:20
  you can scale. You don't have to go out there and spend $5,000. You
• 26:24
  know, you may not have that, it may not make sense. So you might
• 26:28
  start out small at a $500 a month campaign
• 26:32
  and see how your responses are and then scale it up,
• 26:35
  right? As, as new leads come in, as money comes in, now you scale it
• 26:39
  up and scale it up and scale it up. And then as long as it
• 26:42
  keeps on working, you do that. And if it's not working, then you need to
• 26:46
  go in and tweak things. You need to change maybe the offer that you
• 26:50
  have. Maybe your, your headline isn't grabbing them. Maybe the landing page
• 26:53
  that you're sending them to isn't converting because it's not
• 26:57
  very compelling. So it's a whole process. It's not just the ad. For me, the
• 27:00
  ad is just like the very first exposure
• 27:04
  to a company, right? But now you bring them to a landing page, and that's
• 27:08
  where you really get a chance to educate those folks. And show them why you
• 27:11
  have the best solution to the problem they're.
• 27:15
  Trying to solve. We're running out.
• 27:20
  Of time. Okay, I got, I got into it, you know. So here's the thing,
• 27:24
  we talked about a couple of things. One is, um, that
• 27:27
  entrepreneurs can do. One is to be consistent. One is to
• 27:31
  update and be relevant, you know, don't just set it,
• 27:35
  you know, do it set it and leave it. Um, and
• 27:39
  you've got a gift, so you haven't talked about that yet, so
• 27:42
  let's do that. Yeah, if people are interested in how they
• 27:46
  are appearing in that AI overview, I'm
• 27:50
  offering a chance to have an
• 27:54
  AIO— AEO assessment. So what you could do is email
• 27:58
  me at frank@canyoufindmenow, and I'm sure you'll put it in the show notes
• 28:02
  here. But they could email me with their URL
• 28:07
  for their website and of course their name and maybe some of the keywords that
• 28:10
  you'd like to be found for. And then
• 28:13
  we'll do an AEO assessment to see
• 28:18
  how your website is doing as far as answer engine
• 28:21
  optimization is concerned. Guys, this is
• 28:25
  a fabulous gift. If you're trying to build your business, I don't know why you
• 28:30
  wouldn't do this. So, okay, here's where I'm going to put you on the spot.
• 28:33
  When was the last time you did. Something new for
• 28:36
  the first time? Oh, good question. Something new for
• 28:41
  the first time. Well, you know, I like to, like
• 28:44
  to cook, so I'm always looking at new
• 28:48
  recipes. So I've come up with a
• 28:52
  new recipe for lemon pound cake. My wife is
• 28:55
  just enamored with lemon pound cake, so I've I've tried a new recipe.
• 28:59
  I've got to tweak it. It's not perfect yet. So
• 29:03
  I like to do that. I used to own a restaurant years ago
• 29:07
  when I was much younger. Yeah, it was a submarine sandwich shop.
• 29:10
  You are, you are
• 29:14
  a multifaceted individual. My husband, my husband goes on YouTube all the time to
• 29:18
  find, to find recipes. And so we eat really well. He's retired, so he
• 29:21
  likes to cook too. So that's a good thing. All right. So I got to
• 29:24
  do the ad before we run out of we run out of time. And so
• 29:28
  I hope if you like this, everybody will take the time to
• 29:32
  subscribe and to share the podcast and to engage with this
• 29:35
  on social media. And the reason I did this was I meet
• 29:39
  so many interesting people, and I want you to be able to learn
• 29:43
  from them and supercharge your business and give you a chance to connect with
• 29:46
  people that maybe you wouldn't have ordinarily have come up with. And it's
• 29:50
  my way of giving back, and it's my, you know, my hope
• 29:54
  that you will use the information to grow and
• 29:58
  have impact. And so I hope that you will continue to join me on the
• 30:01
  One Small Change. And, you know, as we go along, I'm making
• 30:05
  changes, I'm learning things, and you, you know, I can't wait to
• 30:09
  share it with you. The other thing is, if you have never listened to the
• 30:12
  first episode or any of the Clarity
• 30:16
  Check podcasts that I've done, you might want to do that too. So, Frank,
• 30:21
  before we finish, Tell me, you know, your words of
• 30:24
  wisdom. What are your, what are your, you know, a favorite quote or what you.
• 30:28
  Want people to remember? Well,
• 30:32
  if it's about business, you know, you really have
• 30:35
  to concentrate on marketing. I think it
• 30:39
  was what David Ogilvy said, you know, half the money
• 30:42
  I spend on advertising is wasted. I just don't
• 30:48
  know which half. And I've always found that fascinating. But
• 30:52
  the point is, you still need to market. It doesn't matter what you do, what
• 30:55
  you offer. As I said earlier, even the big guys, the
• 30:59
  Fords, the Apples, the Microsofts, the Verizons
• 31:03
  of the world, they are running ads constantly.
• 31:07
  And there's a very good reason why they do that. So take
• 31:12
  that to heart. The other thing that, not to jump on your last words,
• 31:15
  but I think one of the things that's
• 31:20
  really important is I think the best thing that ever happened to me
• 31:23
  was learning that entrepreneurship is an experiment.
• 31:27
  Do you know, you never, you never get closer to your goal until
• 31:31
  you do something. And that doesn't mean, you know, and you learn from
• 31:35
  your failures. And I think, and, you know, marketing, I mean, I think all
• 31:38
  the time of like some of, you know,
• 31:42
  Coke's big fiascos, you know. So if a really big company with a
• 31:46
  big, you know, marketing department and stuff can make mistakes like that, I
• 31:50
  shouldn't be surprised that I, you know, would make a mistake.
• 31:53
  And you just, you know, and some of the best things you— some of the
• 31:56
  best things that you learn come from just
• 32:00
  taking action and seeing what the response is. You know,
• 32:04
  because you want people to engage, you want people to respond to
• 32:08
  what you're doing. Anyway, sorry, I got— yeah, that's one thing we do
• 32:11
  all the time is test, test, test.
• 32:15
  Because if nothing else, people just have advertising fatigue.
• 32:19
  You know, after they've seen your ad 3, 4, 5, 10
• 32:22
  times, they're kind of done. So now you have to come up with something else
• 32:26
  so that they can stay interested in what you.
• 32:30
  Have to offer. Variety, but with
• 32:34
  a specific
• 32:38
  focus. Absolutely. Okay, um, we're gonna have to cut this short.
• 32:42
  Um, well, thank you. I have learned so much, so I hope everybody
• 32:45
  that's listening to this has learned stuff as
• 32:49
  well. And so what I want to remind you is that
• 32:52
  change can be simple, but it isn't always easy. I
• 32:56
  mean, it requires courage and resilience and a willingness to step outside
• 33:00
  your comfort zone. I know for myself, if I don't
• 33:03
  have some butterflies in my stomach, it means that I'm not, you know, I'm
• 33:07
  not interested enough. So, you know, that's a good feeling. It's not
• 33:11
  fear, it's excitement. So I hope you will continue to join me on the one
• 33:15
  small change as we embark on this journey together. And until the
• 33:18
  next time, stay very, very
• 33:22
  curious. Bye, Frank. Thank you.