Latest / Wedding Pros who are ready to grow - with Becca Pountney / How to make the internet like you. With Vivienne Wagner

Transcript

How to make the internet like you. With Vivienne Wagner · Wedding Pros who are ready to grow - with Becca Pountney

• 0:00
  If the message on your website doesn't match the message you're putting out on Instagram or Facebook, disconnect.
• 0:49
  I'm Becca Pountney, wedding business marketing expert, strategist, speaker, and author.
• 0:55
  Over the last decade, I've combined my love of marketing with my knowledge of the wedding industry to help thousands of wedding pros and venues just like you learn new skills, strategize, get re energized and grow their businesses.
• 1:07
  Because after all, that's how you stay top of your game.
• 1:10
  Whether you're brand new into this industry or been here forever, I want to help.
• 1:14
  So grab a cup of tea or a cocktail, sit back and enjoy a brand new episode of my award winning podcast, Wedding Pros who Are Ready to Grow.
• 1:22
  Let's get going with today's episode.
• 1:28
  Today I'm chatting with Vivian Wagner, CEO of Houndstooth Media Group, a digital marketing agency based in Southern California.
• 1:35
  Having started out as a blogger in 2014, Vivian realized she could help other businesses get found online.
• 1:41
  And 12 years later, she now has a team of 16 specialists helping businesses across the country.
• 1:47
  Whether it's SEO strategy or AI optimized content, the team deliver custom solutions rather than those cookie cutter tactics.
• 1:54
  So if you're struggling to be seen in search, today's episode is absolutely going to be full of tips to help you.
• 2:00
  Vivian, welcome to the podcast.
• 2:02
  Thank you so much for having me.
• 2:04
  It's great to be here.
• 2:05
  It's an absolute pleasure.
• 2:07
  Although I am a little bit jealous because I'd rather be in Southern California right now.
• 2:10
  Is the sun shining out there?
• 2:12
  The sun is shining.
• 2:14
  The sun is shining.
• 2:16
  There are times when it's shining a little too hot for my taste.
• 2:19
  And you're, you know, I don't know what the Celsius equivalent is, but anything over 95 degrees gets me cranky.
• 2:26
  Oh, well, I'm guessing that happens a lot in Southern California.
• 2:29
  Maybe you need to come and visit England because it happens a lot less here.
• 2:32
  I think I might.
• 2:34
  Now, I kind of gave a bit of background to you in the introduction, but on this podcast, I always like for people to know who they're listening to and why they should listen to them.
• 2:43
  So I want to take our listeners back and go through a little potted history of your career.
• 2:48
  What's brought you to this place?
• 2:49
  The expertise, the things that have brought you here now.
• 2:52
  And like I said, I alluded to it in the intro.
• 2:55
  But you started life as a blogger.
• 2:58
  Tell us more about that.
• 2:59
  I did.
• 2:59
  Well, I didn't start life as a blogger.
• 3:02
  I actually started my professional life in politics.
• 3:07
  My degree is in public administration with an emphasis on policy development.
• 3:11
  So I'm definitely a nerd at heart, but there's.
• 3:14
  There's a little bit of marketing involved in politics, as one might guess.
• 3:19
  And I wound up working for a public affairs firm, which is.
• 3:23
  Is, you know, that's marketing for politics, public affairs.
• 3:27
  But when I had my.
• 3:30
  My fourth son, I was like, I'd like to stay home with him.
• 3:35
  So we have four boys.
• 3:37
  They're all grown and flown now.
• 3:39
  But I wanted to stay home with that baby.
• 3:41
  I felt like it was really important.
• 3:43
  And in staying home with him, total blessing.
• 3:46
  Loved every minute of it.
• 3:47
  But I have a writing background.
• 3:49
  I do not scrapbook.
• 3:51
  I'm a mom who never kept a scrapbook, but my kids are hilarious.
• 3:56
  And I just started, right, I started a blog.
• 3:58
  And I'm pretty sure that the first post that I ever published, I did not quite understand that it was live on the Internet.
• 4:05
  That's how far I've come.
• 4:08
  And the only reason it even got on my radar is on one of my posts, somebody left me a comment and I was like, how dare you?
• 4:16
  This is my private.
• 4:18
  My private place on the Internet.
• 4:20
  I don't understand what's happening.
• 4:22
  But that was my first exam or experience with how search works from the other side.
• 4:28
  I'd certainly use the Internet to search for things.
• 4:30
  It never occurred to me that what does the website have to do to get found in these searches?
• 4:36
  And that was my first experience with search.
• 4:40
  Long story short, my blog turned into a lifestyle blog.
• 4:45
  Recipes, decorating, seasonal things.
• 4:48
  And I developed a huge audience for it.
• 4:51
  And so I worked with companies and brands and did all sorts of sponsored work.
• 4:56
  I was one of the original influencers back in 2009, 2010.
• 5:03
  And that was really, really fun, but it taught me everything I knew because that was actually at the time when social media was first really, really coming out and coming out big.
• 5:12
  So I learned how to leverage, because bloggers get paid.
• 5:18
  When people come to their website, they don't necessarily sell anything or provide a service.
• 5:23
  They just create content and it draws people in.
• 5:26
  And there's a variety of ways they've monetized it, but my whole goal was to get more eyeballs on my website because I made more money.
• 5:33
  And so that was how I learned everything I know about organic search.
• 5:38
  And that was the starting point where a friend asked for help.
• 5:42
  Her company needed her to write a weekly blog post.
• 5:45
  She was too busy.
• 5:46
  She hired me to ghostwrite for her, and Everything took off from there, and.
• 5:51
  The rest is history, as they say.
• 5:54
  So you never started out wanting this blog to make money.
• 5:57
  You basically just started it as a place to share what was going on in your house on the Internet.
• 6:01
  So at what point did you realize, oh, I can make a little bit of money from this?
• 6:06
  When I, I went down the rabbit hole after I got that comment, and it was a negative comment, which, you know, got me, got me riled up.
• 6:15
  There have always been trolls, but I, I went down the rabbit hole trying to understand how they found me.
• 6:22
  And in the course of doing so, I found all of these other, for lack of a better term, mommy bloggers who were kind of into what I was.
• 6:31
  And I'm like, I cook dinner, I try new recipes, I do things in the garden, I do crafts.
• 6:38
  I can do this too.
• 6:40
  And so that's where I first started realizing that I could.
• 6:44
  At first I was just concerned with building an audience, but then once I realized I could monetize it, that was a game changer.
• 6:51
  My site still exists in the world.
• 6:54
  I have not posted anything new on it in 10 years, but there is so much content.
• 7:00
  I still make money from it every month.
• 7:02
  Wow.
• 7:03
  So it still is the power of evergreen content and quality content.
• 7:08
  That's amazing.
• 7:09
  So it does still exist.
• 7:10
  That was going to be my next question.
• 7:11
  I wondered whether it was still out there in the world.
• 7:13
  So it exists, but it's kind of dormant, but still making you some cash.
• 7:16
  It is, because there's things on it that people still need to know about that's called evergreen content.
• 7:21
  So when there is a.
• 7:25
  A valuable bit of information that you can provide on an like that, it's an eternal question.
• 7:30
  It's a constant question.
• 7:32
  And I've got several posts on my site that, you know, maybe it's a seasonal thing, or maybe it's almost an everyday thing where somebody's like, how do I do this?
• 7:41
  That content's on my website, so that something that I haven't touched for 10 years still pulls in about 1500 visits each month without me doing a thing.
• 7:55
  It just sits.
• 7:57
  But it gets captured in Google search, or if AI asks, hey, how do I do whatever?
• 8:01
  I might get pulled into the recommendation.
• 8:04
  So businesses can do the same thing when they figure out what is the eternal question or problem that their businesses always, always have, you know, whether their ideal client always has.
• 8:15
  So while we're on the subject of blogging then, because when I came into the wedding industry just over a decade ago, blogging was all the rage.
• 8:21
  Right.
• 8:21
  It was let's blog.
• 8:22
  We need to have BL posts and I feel like over the last few years is it's just not quite as fashionable anymore.
• 8:29
  You know, people are excited about TikTok, people are excited about Instagram, the influencers are over there now, but yet there is still a bit of a place for it.
• 8:38
  So how do you think now blogging for business has changed or do you think it hasn't changed or do you think it's changed?
• 8:44
  I think it hasn't changed.
• 8:46
  Blogging has always been incredibly important for any business.
• 8:51
  Any website that hasn't changed, it might have.
• 8:55
  You mentioned fallen out of fashion, but it fell out of fashion with people who don't understand how it works and what purpose it serves.
• 9:04
  So for example, if you are a bridal shop and you are wanting to specialize in a high end bride, your blog posts can help tell Google and now AI don't send me budget conscious brides.
• 9:22
  My blog content should be informing, you know, the Google and the AI little spiders.
• 9:29
  It should be informing them these are the kind of high end dresses we carry.
• 9:35
  This is what to look for in a high end, high touch experience.
• 9:39
  There's no mention of affordability, there's no mention of budget friendly or DIY hacks or anything like that.
• 9:46
  You have an opportunity to position yourself in front of your ideal bride.
• 9:54
  Right?
• 9:54
  And so another thing that blog posts can do for you is help to point out where exactly you are in the world.
• 10:04
  What's your location?
• 10:05
  Because if you're doing a blog post on the best florists in the Detroit area, in the Manchester area, if you're doing a blog post about that, do you think a bride who's going to get married in one of
• 10:22
  those areas might pique her interest?
• 10:25
  Oh, I do need a florist in that area.
• 10:27
  And so then that's also your opportunity to seed where you are.
• 10:32
  Because a Detroit bride is not going to travel to Manchester to get her dress right, you want to start narrowing the focus of who you serve.
• 10:45
  There's multiple layers.
• 10:47
  Why blogging is even more important than it used to be.
• 10:51
  And that's because it gives AI extra signals.
• 10:55
  And if you want, we can unpack how SEO and AI SEO are different, but they do work together.
• 11:04
  Oh, I absolutely want to unpack that in a little while.
• 11:07
  But the main answer to that question then is yes, blogging is still worth paying attention to.
• 11:11
  We shouldn't be dropping it.
• 11:12
  So just because something's gone out of favor doesn't mean it's not still a good marketing technique.
• 11:17
  And I think that's really important message because, you know, as a marketer myself, I'm always talking to people about things like word of mouth marketing.
• 11:24
  You know, just because something's not trendy anymore doesn't mean it doesn't work.
• 11:28
  It's just that people are going off in a different direction.
• 11:31
  And actually, sometimes those things can work better for you because less people are doing them and less people are doing the will.
• 11:38
  Your competitor is chasing the shiny object on TikTok, your competitors eating a spoonful of cinnamon, and you're over here making sure that your brides know who you are and what you provide.
• 11:50
  So definitely, definitely don't look at what your competitor is doing and compare yourself to them.
• 11:58
  Know what Google and AI are looking for and do that.
• 12:02
  Put your head down and do that.
• 12:03
  Of course, be aware of how you're stacking up compared to, to your competition, but don't let them set the strategy for you.
• 12:12
  I think another interesting thing that's happening right now, and it has been for a while, is we talk about these things, we talk about SEO, we talk about AI, and for some reason people get frightened.
• 12:23
  I think they think it's really complicated.
• 12:25
  And so as soon as you mention these kind of terms, people switch off and they think, I don't understand that.
• 12:30
  I don't, I don't know how to do it.
• 12:32
  Why do you think small businesses have this fear of those letters?
• 12:39
  I think they fear those letters because they sound technical and business owners are busy running their business.
• 12:48
  They don't necessarily want to learn new things.
• 12:52
  They don't, or they certainly don't want to learn these new things.
• 12:55
  The problem is when they don't at least have some understanding of how this works, they can't even confidently hire somebody to take care of it for them.
• 13:07
  They always wonder, what is it you guys are doing?
• 13:11
  I've hired a marketing agency.
• 13:13
  They're giving me reports, but I'm not necessarily seeing more appointments booked.
• 13:20
  Whether I'm a bridal shop or a venue or a photographer.
• 13:24
  Does it matter which business you are that's trying to attract the bride?
• 13:29
  At the end of the day, you want that appointment button clicked and you hopefully want to close the sale.
• 13:36
  That's.
• 13:36
  That should be the measurement for success for, for any marketing that you're doing.
• 13:41
  Right.
• 13:42
  And the problem is, and why the business owners are afraid of those letters is because it's very easy for the marketing.
• 13:50
  And I say this as a marketing agency representative here, it's very easy to talk about the SEO and the KPIs that you should be looking for.
• 13:57
  So you get a complete roi.
• 14:00
  So many jargony, horrible things that I just threw in that sentence.
• 14:06
  At the end of the day, SEO boils down to these three things.
• 14:10
  These three questions.
• 14:11
  Does Google know who you are, what you do, and who you're trying to reach?
• 14:19
  If Google knows those three things, yay, SEO.
• 14:23
  That's it.
• 14:24
  There's certainly different ways to approach it, but at the end of the day, that is all that matters with regard to SEO.
• 14:30
  And it is straight up common sense.
• 14:32
  If you can look at your own website and go, okay, who am I?
• 14:36
  Yeah, that's there.
• 14:37
  What do I do?
• 14:37
  Yeah, that's there.
• 14:39
  Who am.
• 14:39
  This is the one they usually miss.
• 14:41
  Who am I trying to attract?
• 14:43
  Well, you're not just looking to attract anybody who's engaged.
• 14:46
  You're looking to attract people who are engaged in this area, who meet, you know, who envision this for their wedding, who envision this as the venue.
• 14:58
  Like they, they have this in their budget.
• 15:01
  There's some specifics that you're trying to attract there.
• 15:05
  And so when that isn't on your website, Google doesn't have the whole picture, right?
• 15:10
  So SEO shouldn't be scary.
• 15:12
  SEO is really common sense.
• 15:14
  Are you clear?
• 15:16
  And the thing that's very important these days for business owners to, to understand it is not about being the loudest voice in the room, it's about being the most clear.
• 15:27
  You don't have to have the biggest budget.
• 15:30
  You don't have to be the one screaming and doing all of the things to get the attention.
• 15:34
  You have to be just super clear on who you want to work with and the services that you provide them.
• 15:40
  That's it.
• 15:41
  And it is really just that simple.
• 15:42
  It's funny, sometimes I'll talk to someone and they'll say, I just don't understand why I'm not being found for, you know, wedding venue in Bedfordshire.
• 15:51
  And I'll go on their homepage page and I'll say, nowhere on this page does it say that you're in Bedfordshire.
• 15:57
  Like, you could be the other side of the world.
• 15:58
  Like 101, lesson 101.
• 16:01
  You have to at least have the word on the page somewhere.
• 16:03
  I mean, we know that it's a lot more complicated than that, but I think people, people want the result, but they just have no understanding of how to get there.
• 16:13
  To your, to your point, they want it, but they are so intimately connected with their own business, they can't step outside the box and look back at the label.
• 16:26
  They can't see what everybody else is seeing.
• 16:29
  And so when that happens, there's almost an automatic disconnect to your point.
• 16:35
  And your example of wedding venue in.
• 16:38
  I bet they didn't have actually the words wedding venue.
• 16:41
  A delightful barn in the Blah blah, the hills of.
• 16:46
  Did you say Bedford?
• 16:48
  You know, your.
• 16:50
  Your dream wedding.
• 16:51
  Awaits.
• 16:52
  Awaits.
• 16:53
  Wait, that could mean anything, right?
• 16:56
  You haven't actually said the words wedding venue or all of the different ways somebody might ask about a wedding venue.
• 17:06
  Let me tell you a quick, shocking story, and I apologize in advance because it's a little salty.
• 17:14
  We had a client who is an.
• 17:16
  She's a psychologist, and we work with a lot of different small businesses.
• 17:20
  She's a psychologist, and she wanted to work.
• 17:23
  Her ideal people are treating people who have depression.
• 17:28
  She's a depression therapist.
• 17:30
  And what you want to look for is the way that people are searching for their own problems, right?
• 17:35
  Or the outcome they want.
• 17:37
  And they're not always using the language you think that they are or the language that you think you need to use is heavily saturated.
• 17:46
  So when we look to see what are people searching for, yes, we want a high number of people searching for that, but we also kind of want some low competition from other websites in our area, right?
• 17:59
  High volume, low competition.
• 18:01
  That means the person with the supply, high demand, low supply, supply wins the Internet.
• 18:07
  This psychologist, we couldn't find any.
• 18:10
  Apparently everybody is depressed.
• 18:13
  We couldn't find anything for her regarding depression therapy, but we found tens of thousands of monthly searches with low competition from other websites regarding pornography addiction.
• 18:28
  Wow.
• 18:29
  So I need porn addiction resources.
• 18:34
  I think my husband is having.
• 18:37
  Is watching too much porn.
• 18:38
  I think, like, all of these.
• 18:41
  All of these different ways that people are asking for help, all of these different ways that they're searching for things.
• 18:47
  And we asked her, we're like, hey, do you treat this?
• 18:51
  And she's like, I hadn't thought about treating it specifically.
• 18:54
  I'm like, well, it's a symptom.
• 18:56
  Are you depressed because you're looking at porn?
• 18:58
  Are you looking at porn because you're depressed?
• 19:00
  It's this loop.
• 19:02
  It's this chicken and the egg.
• 19:03
  And she's like, I could totally treat that.
• 19:05
  She got certified to treat it, got all of her therapists and counselors certified to treat it.
• 19:10
  And it opened up this new vertical for her simply because she knew what her people who needed her, they were using different language than she thought they were.
• 19:20
  So even though that applies to a psychologist, this can apply to any Business, what is it that you're ideal bride?
• 19:31
  Because we can talk about engaged couples, it's the bride running the show.
• 19:36
  What are they looking for, what matters to them and how can you make sure on your website it's clear that you provide that?
• 19:45
  And I think this is a part quite early on where people get stuck because in that example you gave, it was something so out of the box and the business owner would never have thought of that.
• 19:56
  And quite often I speak to business owners and I'll say we need to find out what it is that people are searching for.
• 20:02
  And they, they just can't get past the words in their own head.
• 20:05
  So as an SEO strategist, as a marketer, do you have any tips for how people kind of take that step to work out what their ideal people are searching for?
• 20:15
  Yeah, well, it starts with and there's a ton of tools where you can actually find those keywords that I was talking about and what's the number of searches each month and how easy or difficult is it to rank
• 20:29
  for that?
• 20:29
  That's all great.
• 20:30
  And there's tons of tools that you can get for starts with really understanding who is your ideal customer, who is your ideal client?
• 20:40
  What.
• 20:41
  Tell me everything about them, not just demographics, but psychographics, you know, what are they?
• 20:48
  Are they afraid of their own mother?
• 20:50
  Are they like, are they, are they deferential to the point where they don't do what you know what they want and they take it like there's a lot that you can go into and quite honestly, business owners can
• 21:05
  use Claude or ChatGPT to figure out who is my ideal customer.
• 21:10
  They can do this.
• 21:11
  And I highly recommend businesses who have not done so go to their chat, you know, AI platform of choice and say, I want you to interview me about my own company.
• 21:27
  I want you to ask me all sorts of questions that I need to answer in order to really drill down on who is my ideal bride, who is my ideal customer.
• 21:40
  I need to be able to recognize her pain points, what she wants, how we're different and uniquely positioned to give that to her.
• 21:51
  Like you can ask chat to give you a full on interview and then say, great, now we're done.
• 21:59
  Give me a brand positioning statement and it will give that to you so that you're very clear on what is your value proposition that you know, which is marketing term that's used all the time.
• 22:11
  And sometimes business owners are like value proposition.
• 22:14
  I'm not sure what that means.
• 22:16
  What, why are you great?
• 22:19
  What do you bring that your competition Doesn't.
• 22:21
  Right, so take that brand positioning statement, make sure it's accurate, make sure it's not missing anything.
• 22:29
  But when it's done, start a new thread and give that to Claude or Chad or whatever.
• 22:37
  And then also give it your website link and say, show me the gaps.
• 22:43
  And if there's a lot of gaps, if you are misaligned, if you're a high end boutique and you're attracting budget conscious brides, you've got misalignment in your messaging and you need to fix that before you can worry about
• 22:57
  anything else.
• 22:59
  Okay, that, that's a great tip.
• 23:01
  So straight away, that's giving people something to do to go and look and to go and plug it into their website essentially, or put their website into the chat and ask it to look for the gaps.
• 23:10
  And then I guess, what kind of gaps are we looking for?
• 23:13
  Is it gaps in wording?
• 23:14
  Is it gaps in content?
• 23:15
  Is it gaps in, you know, where.
• 23:17
  I guess just where the robots think.
• 23:20
  Because I think sometimes we think our website says one thing, but actually in reality it doesn't.
• 23:24
  So I guess that's the gap we're looking at.
• 23:26
  The robots are going, you say you want to be this, but you're not.
• 23:29
  It will identify all of those things.
• 23:31
  Show me the gaps.
• 23:32
  It'll show you the gaps in your messaging, it'll show you the gaps in your website architecture.
• 23:38
  Like I'm here on your homepage.
• 23:41
  What am I supposed to do now?
• 23:43
  Where's an easy button for me to click to book that appointment?
• 23:48
  Look at everything through the lens of what do I want people to do when they get on my website?
• 23:52
  Your website has a job to do for most people in the bridal industry, in the wedding industry.
• 23:58
  The objective of the website is please, please, please book an appointment with me.
• 24:05
  Right?
• 24:06
  Yep.
• 24:06
  So why are you making that hard for your visitors?
• 24:09
  Yeah, it'll, it'll tell you all of that and then what's important.
• 24:15
  I think, and I tell our clients this all the time, think of Google as a librarian who's going to say, oh, you're interested in that?
• 24:23
  And she's going to point you towards a bookshelf with lots of books on there.
• 24:26
  But you're expected to go read those books yourself, Right?
• 24:29
  That's the old way.
• 24:29
  We used to Google something and then like look for a website that maybe looks okay and you open it up and back.
• 24:38
  AI is the detective who's going to go and read all of those books for you and it's going to come back to you with A singular answer and then continue the conversation with you.
• 24:49
  That's where search is going now.
• 24:51
  It's built on SEO, because AI doesn't pull its answers out of thin air.
• 24:57
  It still is using SEO foundational stuff to find the website and.
• 25:03
  But then it takes that next level and it's interpreting it.
• 25:06
  So just because it can find your website doesn't mean it's going to recommend you.
• 25:12
  That's where that work, that's the holy grail now is it's not just being visible, it's being recommended.
• 25:20
  It is the new personal referral.
• 25:22
  And I think that's where for small business owners it's starting to feel even more complicated.
• 25:28
  And I had a question for you around this because what I'm finding is that again in the conversation, especially amongst marketers, but you know, amongst business owners as well, we're saying, you know, SEO is foundational.
• 25:39
  Now we need to start thinking about AI search and being found for that.
• 25:42
  And what I'm getting sometimes from business owners is, okay, great, I'm going to focus on the AI stuff.
• 25:47
  But they've never done any work on the SEO.
• 25:50
  So my question to you is, can you do it that way around or do you need to get those foundations in place in order for the AI stuff to to work?
• 25:57
  The latter.
• 25:58
  Your SEO foundation should be in place.
• 26:01
  There.
• 26:03
  May or June, Google released another core update and put to bed the idea.
• 26:08
  Was it Geo or AIO or AEO or Old MacDonald had a farm.
• 26:13
  So many iOS, right?
• 26:16
  It says SEO is it.
• 26:20
  SEO is the foundation.
• 26:22
  There is no separate tactic for GEO or anything else.
• 26:26
  There's no separate tactic.
• 26:28
  It builds on SEO.
• 26:30
  And so if it's helpful, think of it this way.
• 26:32
  SEO is the foundation that gets you seen, right?
• 26:36
  That gets you shown up in the search results that get you on AI's radar to begin with.
• 26:43
  Where it matters for AI is instead of just being visible, it's making interpretations about what it sees.
• 26:51
  It's forming an opinion of you.
• 26:53
  It's very judgy.
• 26:55
  Google wasn't judgy with regard to what's on your site.
• 27:00
  Google was very like clinical.
• 27:02
  And you're showing you're, you've got good SEO things going or.
• 27:06
  No, not so much.
• 27:08
  AI is judgy.
• 27:10
  AI is seeing what you have and making interpretations about it.
• 27:17
  And it's not just your website.
• 27:19
  Google stops at your website.
• 27:21
  AI, think of it like it's an ecosystem.
• 27:24
  Now, if the message on your website doesn't match the message you're putting out on Instagram or Facebook, Disconnect if.
• 27:34
  If the message on Pinterest and YouTube, which are visual search engines and need to be treated as such, they're not social media.
• 27:43
  That's another layer of search.
• 27:46
  We think of them like social media because they're always up there with all of the icons together, but they're not if there's not the right messaging on that.
• 27:54
  So you need to ensure that whoever your ideal client is, that your message to them is the same across your website and your social media and your social.
• 28:06
  Like your visual search and your Google business profile.
• 28:10
  That's a biggie.
• 28:11
  And a lot of people are just like, take it or leave it.
• 28:15
  No, take it.
• 28:16
  Because AI considers that a verified source.
• 28:20
  And a lot of times we'll go there first to get information about you.
• 28:25
  So your reviews that you get, be nice if they're sort of keyword rich and, oh, I loved the video services that I received from you.
• 28:36
  They don't always do that.
• 28:38
  Right.
• 28:38
  But as the business owner, you need to respond to every single review that you get, and you need to do it in a way that's strategic.
• 28:48
  If you're getting great reviews and all you're doing is saying, thank you for the review, it's great to work with you.
• 28:54
  What help is that?
• 28:56
  Did I just say anything about my business or what I do, or did I add any information that AI can use instead?
• 29:07
  It's formulaic.
• 29:08
  Respond to every single review that you get with the idea that it's not for the person who left for the.
• 29:14
  Left the review for you.
• 29:15
  It is for the next person coming along to read it.
• 29:19
  It's your opportunity to say, yay, we're so glad that you loved our wedding video that we made for you and for Alan or, you know who, whatever.
• 29:32
  Our services are designed so that you can enjoy your day and your wedding.
• 29:38
  You never even see that the videographers are there.
• 29:41
  Whatever you need to write.
• 29:43
  But it should celebrate their win.
• 29:46
  It should reinforce your services that you provide.
• 29:50
  It should thank them for using you and wish them well.
• 29:55
  Formula.
• 29:56
  So we got to get.
• 29:56
  But we got to get some keywords in there.
• 29:58
  Keywords in the reply matter, right?
• 30:00
  They do, but you can do that strategically.
• 30:03
  And that's not saying keyword stuff, but every.
• 30:06
  If you look at any response to a review and it.
• 30:12
  And standalone and if it could reply if it could.
• 30:16
  Oh, thanks so much for the review.
• 30:18
  You were a dream to work with.
• 30:20
  Okay, Was that for the podiatrist?
• 30:23
  Was that for the salon owner?
• 30:25
  Was that for, you know, the who?
• 30:29
  What's the business.
• 30:30
  Anytime you can add more detail about, you take the opportunity because.
• 30:37
  And this is what is going to separate the businesses that AI season recommends from the businesses that AI sees.
• 30:45
  Yeah.
• 30:46
  And that's a really important differentiator, isn't it that I, I think you've given some really good insights for people to think about.
• 30:51
  I think your library analogy is perfect.
• 30:54
  That Google points you to the book and then AI is basically reading all of the books and telling you an opinion.
• 30:59
  And AI is judgy and it has, it's, it's harsh, it's brutal.
• 31:03
  It can, I mean it can be really nice to you, but it can also be really honest.
• 31:07
  And I think as consum we're also leaning into that.
• 31:10
  And the way that we use them to search is also very different.
• 31:14
  So I know if I search something on Google I will write it in a much more professional manner for some reason than if I search something on Claude or on chat.
• 31:23
  And I will ask it to compare and contrast and I will ask it which one it thinks I should use.
• 31:27
  And, and I think that is kind of scary for us as business owners because therefore, you know, people are seeing different things than they saw before.
• 31:36
  Right.
• 31:36
  What you can, you can say it's scary, but you can also look at it as an opportunity.
• 31:42
  So you just said that you'll go there and you're like compare and contrast.
• 31:47
  And this, you're having a conversation with it, which is usually you'll start it there, right?
• 31:53
  It's very different if you Google something like I did.
• 31:58
  I have a free webinar for the bridal industry where I teach that all of this.
• 32:04
  But in that, that webinar I did a little sample.
• 32:07
  I went to Google and said basically what kind of wedding dress?
• 32:13
  How will I, how will I know what kind of wedding dress is right for my body or whatever?
• 32:18
  I put.
• 32:19
  And it gave me that AI summary.
• 32:21
  Right.
• 32:22
  And there were links to its sources, but that was it, that was the end of it.
• 32:26
  And I could see right away like okay, my body type is this, I should buy one of these kinds of dresses.
• 32:32
  I took that same question and started it within ChatGPT and it was a full on guided conversation that asked me about what's the venue that it's going to be at what time of year.
• 32:46
  All of these details that I wouldn't have put into a Google search.
• 32:51
  And it pulls that out of me almost interview style.
• 32:54
  Here's some things to consider.
• 32:56
  What's the area that you're worried about on your body?
• 32:59
  All of the things.
• 33:00
  And it ended up with me getting two or three links to shops literally near me who carried the kinds of dresses that we narrowed it down to.
• 33:10
  So the difference be becomes when you have that bride show up in your store, that bride already has a really good idea of what she's looking for, kind of dress designer, what.
• 33:25
  So she's having that conversation with, with Chatter, Claude or whoever.
• 33:32
  But if that is on your website, chat's able to go, aha, here's where you are, here's.
• 33:40
  There are millions and millions and millions of these individual conversations going on everywhere.
• 33:46
  And as much as you want to make sure that your business has some granular detail about who you are, who you serve, how you do it, what your differentiators are, that part's even more important to have on your
• 34:02
  website and across your social media because there's all of these millions of little individual conversations going on where Chat or Claude or whoever has gotten to know the person using it.
• 34:15
  And so it knows things and has pieced together things about that person that they might not even be aware of themselves.
• 34:23
  And it then shifts from I have an inquiry to you are my trusted advisor and counselor.
• 34:31
  And that shift, it's almost.
• 34:35
  It moves from personal referral to matchmaker with the business who can best serve your needs.
• 34:42
  I had a thread that was going on for a couple of months.
• 34:47
  I had a reaction to some skincare products that I introduced to myself and basically broke my own face.
• 34:52
  And I took all of these ingredients from these different products, some of which I'd used for years and years and years, and I dropped them into ChatGPT and I said, give me all of the ingredients of these now
• 35:05
  tell me which ones might be a skin irritant or when combined would.
• 35:11
  Would cause this kind of reaction.
• 35:13
  And I shared with it up like this is what I'm seeing and it's itchy here, whatever.
• 35:17
  Through a three or four month period, we backed me off of everything.
• 35:22
  I didn't leave my house for three weeks because it's like, nope, nothing on your skin.
• 35:25
  Wash your face with water, go ahead.
• 35:27
  Like that was where I was.
• 35:28
  And eventually it walked me through reintroducing products that I could use and discontinuing products that I thought I had known, liked and trusted for years.
• 35:38
  And so I'm like, okay, I can't for the rest of my life wash my face with water.
• 35:43
  Please recommend a cleanser for me then, now that you know my history here.
• 35:47
  And it recommended something that looked like dime store crap to be not to Find a point on it.
• 35:55
  I'd been buying, you know, forty, fifty dollar products and this was ten dollars and it looked like, like a drugstore generic brand of something.
• 36:04
  And I said, no thank you, I don't want chemicals, please give me something natural.
• 36:12
  And it pushed back, it argued with me, AI argued with me and said, you don't need to avoid chemicals, you need to avoid irritants.
• 36:23
  And put the product back in the thread for a second time with a link to purchase it.
• 36:28
  It pushed the product not because it was pushing the product, because like there was some marketing angle or something that the company was doing.
• 36:36
  It pushed the product because it now knew me well enough and that company had enough information about their product for it to play matchmaker.
• 36:45
  And I bought the product and it's fantastic and I will continue to buy it.
• 36:53
  And so now anything I'm considering buying, I take it back to that thread and say, can I buy this?
• 36:59
  And it'll go, nope, essential oils, you can't have those, remember?
• 37:03
  Okay, thanks.
• 37:04
  How about this?
• 37:05
  Yes, you may buy that.
• 37:06
  So like that is now I keep that thread open, that's what I'm doing.
• 37:11
  But the point of that whole story is I had never heard of that company, never heard of their product, nor would I have found them in a search because I don't consider myself as having sensitive skin, nor do
• 37:26
  I have any sort of skin like rosacea or psoriasis or something that I would be able to put in a Google search.
• 37:33
  I wouldn't have even known how to search for that product because I don't have sensitive skin.
• 37:41
  I had an allergic reaction to a certain chemical.
• 37:44
  That's different.
• 37:45
  How do you search for that?
• 37:46
  But because it knew me and it knew what that product had to offer, it paired us together and now they got a lifelong customer.
• 37:55
  So today's consumers then are trusting AI to give them the answers.
• 38:00
  We know, and you've given a great example of it, that we are trusting what it says and we're listening to it and we are asking it for opinion.
• 38:09
  And I mean I experienced something very similar just last week.
• 38:12
  We were going for a girls night out and one of my friends, we couldn't decide where to go and one of my friends went onto AI and she did a compare and contrast of these two different places and
• 38:20
  she just screenshot what it came back with in the group and said, this is what AI thinks about this place.
• 38:25
  This is what AI thinks about this place.
• 38:27
  Let's make a decision.
• 38:28
  Not one of us went to the website, so therefore is where the sale is happening.
• 38:34
  Shifting because is the sale actually happening in the AI discussion or is the sale actually happening over on your website?
• 38:42
  Or are we just closing the sale by the time they get to us?
• 38:45
  And crucially, and this kind of a second question within a question is if people, including us, are trusting it that much, how can we as a business owner make sure that we are ensuring that we're giving trustworthy information
• 38:58
  that AI can pick up?
• 39:00
  All right, so you've asked a couple of things.
• 39:02
  Number one, let's start with where is the sale happening?
• 39:06
  Completely depends on the business.
• 39:08
  The sale is going for your girls night out.
• 39:10
  You're, you're choosing a restaurant or a bar or something like that.
• 39:13
  The sale can't happen.
• 39:14
  So you get there, right?
• 39:16
  Like that's when the sale happens.
• 39:18
  But the decision making process happened there and you trusted it.
• 39:22
  And did you go and have a great time?
• 39:23
  Had a wonderful time.
• 39:24
  Yeah, I know.
• 39:25
  It was funny actually, because when we turned up, I'd actually, I was like, oh, it's this place.
• 39:29
  Because I had no idea because I hadn't even been to the website.
• 39:33
  Right, right.
• 39:34
  So you, the, the sale happened once you made the decision to go there versus here.
• 39:39
  Right.
• 39:40
  So the sale, I bought a product, the sale happened within, because I could buy the product within the chat and it was delivered to my doorstep different than, okay, I need to find out which photographer I want to
• 39:57
  use.
• 39:58
  That's going to be an interview process and the call and you got to win the sale.
• 40:02
  Right.
• 40:03
  So very different.
• 40:04
  It depends on that.
• 40:05
  So the decision making process is the thing that is going to be most impacted by this new relationship we have with AI, Right, that decision making process.
• 40:19
  With regard to what was your second part of that question?
• 40:23
  So if people are trusting what they're hearing and they're using AI for that decision making process, how do we then make sure as the business owner, we're getting our trustworthy information in front of those people?
• 40:34
  Right.
• 40:34
  So what you're talking about at that point is authority and credibility, which kind of go hand in hand.
• 40:40
  Authority.
• 40:41
  You are a subject matter expert.
• 40:44
  As a baker, as a caterer, as a wedding planner, you are a subject matter expert.
• 40:51
  So back to the idea of blogging.
• 40:55
  Your authority is being established through every blog post that showcases your subject matter expertise.
• 41:02
  Right.
• 41:02
  So make those blog posts part of your credibility means adding your name and a little something about you to those blog posts.
• 41:11
  Right.
• 41:11
  That's a bit of credibility because companies don't write articles, people do.
• 41:19
  So put your name to it your, you should have a page dedicated on your website to you.
• 41:26
  You are the owner of the company, you've owned it for however many years.
• 41:30
  You have this information, experience and this kind of schooling and you belong to this organization and you've got this accreditation like put it all on there, not necessarily for the people, but AI reads it and goes, okay, noted,
• 41:44
  noted.
• 41:45
  Right.
• 41:45
  So that's part of it.
• 41:47
  Your reviews that we already talked about, that's why that review credibility helps so much.
• 41:54
  Treat reviews as content.
• 41:57
  Absolutely treat it as content.
• 41:59
  And you can treat your Google business profile actually like a little teeny tiny social media platform.
• 42:06
  So behind unboxing videos of new dresses coming in or new shoes or whatever, if you write a new blog post, if you shoot a new video, that can all go onto your Google business profile, which shows recency, it
• 42:24
  shows engagement, it shows an active business.
• 42:29
  Right.
• 42:29
  That also speaks to your credibility.
• 42:33
  If you are a thought leader, industry expert, speak, write articles for other people, get some press, go on podcasts, get your name out there as the expert that you are and that also builds your credibility.
• 42:51
  So that's where that answer winds up, which is a whole lot of different places.
• 42:57
  You don't have to do everything at once, but you got to start chipping away at it.
• 43:03
  Visibility compounds.
• 43:05
  So if your competitors are running ahead of you, you got to catch up.
• 43:11
  The longer you wait, the harder it's going to be to catch up.
• 43:13
  And I think it comes back to what you were saying earlier as well about it being a whole ecosystem.
• 43:17
  It's not just one place.
• 43:19
  We need to understand that that credibility needs to grow in multiple places and that that information needs to be in multiple places.
• 43:26
  One of the places where I'm seeing people come particularly unstuck is in the world of pricing.
• 43:32
  Now I'm a big believer in transparent pricing, particularly for wedding businesses.
• 43:36
  As an industry for a long time people haven't been very good at giving prices.
• 43:40
  But what we're finding is, and I do this for clients sometimes that I encourage them to do it themselves.
• 43:46
  You know, AI actually loves giving people prices.
• 43:48
  It likes giving people a range of prices.
• 43:50
  It will tell them and sometimes it feels like it's guessing or it's taking information from something old.
• 43:57
  Why does AI love prices so much?
• 44:00
  Because it's more information that it can give its user to make an informed decision.
• 44:06
  Now I think pricing is great, have it forward facing if you are a budget friendly business, if somebody is, is one of their lead factors for making a decision whether or not to use your business Go ahead and
• 44:24
  put it out there.
• 44:24
  Like just go.
• 44:25
  Yep.
• 44:25
  We, you know, Prices range from $500 to 1500.
• 44:30
  You know, like being able to say this is what it'll cost, that at least helps people who are on that mindset narrow it down.
• 44:40
  If you are high end, high touch, ultra premium, you can, you shouldn't put your prices on, on the website, in my opinion.
• 44:51
  That's just my opinion.
• 44:52
  And you know what they say about opinions.
• 44:54
  But I think that some of the things, you know, prices starting or packages starting at $10,000, like you could do that kind of stuff or one of the ways you can do it, there's Schema markup is a behind
• 45:11
  the scenes code that you can organize a bunch of information on certain pages for machines, not for the humans, it's for the machines to read.
• 45:23
  So if you want AI to know these are our prices, but you don't want to lead with it because you are a business who's positioning yourself in the, if you have to ask, you can't afford it kind of
• 45:38
  position.
• 45:39
  Schema markup with what your price ranges are, are behind the scenes queue for AI and it can, it can match you with the, the brides and the couples who are like, yeah, we'll pay that because we want the
• 45:53
  dream first, budget second.
• 45:56
  Yeah.
• 45:56
  And I think the thing is if you have no pricing, that sometimes AI will put the wrong pricing or it will suggest you are cheaper than you are, or it will suggest that you are more expensive than you
• 46:05
  are because it's, I guess because it's making an in what it thinks guess.
• 46:11
  And I think the other mistake as well, I mean, we could talk about pricing on websites all day long, but I think the other mistake people make is that they think that they sit in that ultra luxury part,
• 46:20
  the bit where they want to be, where they don't put the price because if you have to ask, you can't afford it.
• 46:24
  But the reality is they don't actually sit there.
• 46:27
  And so then they're like, no one thinks that they can afford me, but they can.
• 46:30
  I'm like, well then you gotta, you gotta tell people, right?
• 46:33
  If you're not super ultra luxury, if you're not the Mulberry handbag shop or you know, the Chanel shop, where I can walk in and not know where anything costs, then you probably need something and otherwise AI will make
• 46:43
  it up.
• 46:43
  Yeah, One of our, one of our clients has a bridal shop.
• 46:48
  They've now opened their fourth location and they're all over the United States like different Corners they are selling off the rack wedding dresses and they are two price points.
• 47:02
  It is this or it is this and you can take it home that day if you want.
• 47:06
  Their differentiator is but you all it is also a luxury experience.
• 47:12
  You still have to book your appointment.
• 47:14
  You can still bring like we'll prepare a little room for you.
• 47:18
  But so like they've created this hybrid where it is a more premium experience with affordability and budget and the convenience of taking your dress home now because there really wasn't anything out there and these shops are doing great
• 47:36
  and they're very clear with what the price point is and that ticket home, it's off the rack but they're also very clear with and you won't substitute or you won't sacrifice feeling like the princess that you are.
• 47:52
  You won't have to sacrifice experience for something that fits your budget.
• 47:58
  And it, it's really become this nice little sweet spot that they occupy in the market.
• 48:04
  But they're, they're very clear on the website you can have both.
• 48:09
  And what's beautiful about that is it kind of goes full circle to what you said before with any of this stuff.
• 48:15
  It's about being clear.
• 48:17
  Ambiguity gets us nowhere.
• 48:19
  Whatever end of the market we're at in marketing, actually we once you know that message, the clearer you are about it and the more you repeat it, the better it's going to do for you and the more your
• 48:30
  credibility is going to build.
• 48:31
  Now I think before we wrap up, one other question that I'm getting a lot at the moment is well, this is all great Becca, but how do we know if our AI search stuff is working?
• 48:41
  Because everyone's searching on their own computers and you know, the, there's not necessarily reports that are particularly accurate.
• 48:48
  We don't really know whether it's working.
• 48:50
  So what are some of the indicators or what are some of the things you're looking at for your own clients sense to show them where particularly the AI search stuff is actually working for them?
• 48:59
  Number one, your Google Analytics number one, you should be able to see where your traffic is coming from.
• 49:05
  You should start seeing increases coming from perplexity and Claude and Chat GPT.
• 49:11
  You should start seeing traffic that comes from those AI platforms and you should see it increasing.
• 49:18
  Of course the, the number one thing is am I getting more sales?
• 49:23
  Am I getting more appointments?
• 49:24
  Like right.
• 49:24
  That's obviously the biggest measurement.
• 49:27
  But look at your Google Analytics and make sure that you are seeing that kind of traffic coming from those sources.
• 49:36
  Also your Google Search console, what Are people searching for that?
• 49:41
  They're finding you.
• 49:42
  And with regard to the measurements of actual AI visibility, your audience, and the number of mentions, there's all sorts of tools out there.
• 49:53
  And let me preface this by saying none of these tools are on the same page as to what the measurement is.
• 50:00
  I have a client who said I'm only a 6.5 out of 10.
• 50:04
  Okay, well, the tools I look at, it's.
• 50:08
  The measurement is up to 100, so everything's being measured differently.
• 50:13
  There's no standardized way to look at it.
• 50:15
  It.
• 50:17
  Don't get too hung up on it.
• 50:19
  Track your mentions.
• 50:20
  That's good.
• 50:21
  I personally like Semrush S E M R U S H I'm sure they have a free version.
• 50:29
  We're an agency, so I give them my firstborn child every month to pay for that.
• 50:34
  But that's a really good resource for us.
• 50:37
  But we're also handling 50 clients.
• 50:40
  If you just need it for you check that.
• 50:43
  And there's an AI visibility where you can track yourself and two or three.
• 50:48
  Different competitors and see how you're comparing against them, which is always an interesting thing to do as well.
• 50:55
  It.
• 50:55
  It is.
• 50:56
  And then make sure you're looking at the big picture.
• 50:58
  One of my own team members the other day, she's like, oh, my gosh, this competitor's audience just skyrocketed.
• 51:05
  Like, it's 7,000% increase.
• 51:09
  And I'm like, all right, let's back up.
• 51:11
  Audience is the same thing as impressions.
• 51:13
  It's the number of people who potentially could have seen your stuff if they were online at that time.
• 51:19
  Like, it's not a good metric.
• 51:22
  And they were here, they had a nosedive, and then they went back to where they were.
• 51:27
  Like, that's not skyrocketing.
• 51:28
  That's just rebounding back into where they were.
• 51:31
  Not a threat.
• 51:32
  The important part was to look at mention.
• 51:35
  Our client had way more mentions than the skyrocketing audience.
• 51:41
  One that had one single mention.
• 51:44
  And that one single mention was in a very, very broad, very, very vague and generic conversation that didn't do them any good.
• 51:57
  So you got to look at whatever it's giving you.
• 52:01
  Take it with a grain of salt.
• 52:02
  Don't look at numbers and freak out.
• 52:06
  Instead, go, okay, I've been mentioned 11 times.
• 52:10
  What am I being mentioned for?
• 52:13
  Yep.
• 52:13
  That has to do with my business.
• 52:14
  Yep.
• 52:15
  That's the bride I want to attract.
• 52:16
  Yep, yep, yep.
• 52:17
  If you're getting mentioned and think for things that have no relevance for your business, don't be like, Yay.
• 52:23
  I'm getting mentioned.
• 52:25
  Do whatever you need to do so that you're not mentioned for that.
• 52:28
  If you're pivoting in your business or you know, you're not being mentioned for the things you want want to be mentioned for.
• 52:34
  Which takes us all the way back to the beginning of the conversation.
• 52:37
  What is your brand position?
• 52:39
  Who do you.
• 52:40
  Who do you want to be working with?
• 52:42
  What makes you different and how do you help them?
• 52:44
  Those are the things you want to be mentioned for?
• 52:46
  This has been so helpful.
• 52:47
  Thank you so much for all of the different information.
• 52:50
  We've been all over the shop, but there's been so many different nuggets of helpful things.
• 52:54
  And I know lots of people listening to this will have taken different ideas away from them, depending on whether they're very new to this, whether it's something a bit more complicated.
• 53:02
  And for me, the big takeaway has been the importance of what you reply to Google Reviews.
• 53:07
  That is something that I am definitely taking away.
• 53:10
  Because, you know, there's one thing of just thinking I ought to reply to Google Reviews, but actually, even more than that, I ought to be strategically replying to Google Reviews and thinking about those keywords and thinking about what
• 53:21
  we write back.
• 53:22
  So I'm sure that people have taken a lot of things away from this.
• 53:26
  If people want to find out more about this area, if they want to find out more about what you do, where are the best places is for them to find you?
• 53:34
  Okay, well, you can reach me@houndstoothmediagroup.com and we have a resources section.
• 53:42
  We have free webinars, and I actually have a free webinar that is dedicated to the bridal industry.
• 53:48
  Perfect.
• 53:49
  So everything we talked about here, it's in that free webinar.
• 53:53
  Fantastic.
• 53:54
  And I'll be sure to link to that in the show notes as well.
• 53:57
  Now, before I let you go, I always end my podcast with the same question, so I'm going to pose that to you now.
• 54:02
  And it's this.
• 54:03
  What is one thing you personally wish you'd known sooner in your own business?
• 54:08
  Oh, my gosh.
• 54:10
  I wish personally I had known sooner that AI was coming.
• 54:14
  Wow.
• 54:14
  Yeah.
• 54:14
  That's a big one.
• 54:15
  I wish I knew what was coming next.
• 54:17
  I mean, that's the.
• 54:18
  That's the big one.
• 54:19
  Any predictions?
• 54:20
  Where are we going to be this time next year?
• 54:23
  I think this time next year, we're going to be more convinced that the humans are not losing their jobs.
• 54:32
  The humans are not.
• 54:35
  AI is not going to cut my hair.
• 54:37
  AI is not going to work on my car or fix like the things that actually need human hands.
• 54:45
  Thought strategy.
• 54:47
  Those jobs are safe.
• 54:49
  The jobs that are consultative.
• 54:54
  I am a coach, okay.
• 54:57
  I kind of let my dermatologist hang out to dry because I went to chat GPT instead of going to him.
• 55:04
  Probably because I would have had to wait four months for an appointment.
• 55:08
  But those kinds of things, you're going to see people more and more augmenting what would normally be, you know, help from an accountant or help from an attorney.
• 55:20
  People are going to be starting their conversations and think they know what's going on, and then they're going to go to the actual person for execution or validation or whatever.
• 55:33
  And so people who have businesses like that need to be ready to pressure test what people are coming to them saying, hey, I said this.
• 55:44
  People are doing that because they want to reduce their.
• 55:47
  They want to understand what's going on, but they also want to reduce the.
• 55:50
  The costs.
• 55:51
  So don't be offended.
• 55:54
  Figure out a way to work with it.
• 55:55
  Yeah, absolutely.
• 55:56
  And also, I know from experience already that that is a minefield because sometimes what people are coming back with isn't very good and they need.
• 56:07
  Exactly.
• 56:08
  And therefore those people need to double down on talking about their expertise and right now.
• 56:13
  Why, you know, you could get yourselves in hot water if you trust them over someone who's a trained expert.
• 56:19
  Who's a trained expert?
• 56:21
  Absolutely.
• 56:22
  Vivian, it's been such a pleasure.
• 56:24
  Thank you so much for your time and for sharing.
• 56:26
  As I said, I'll make sure I link to that webinar in the show notes, and if people want to reach out to you, I'm sure they will.
• 56:32
  Thank you so much.
• 56:33
  Thank you.
• 56:34
  Love that conversation.
• 56:35
  I always love getting techy about SEO and AI and thinking about the future.
• 56:39
  And I know that for some of you, just thinking about all of those letters feels overwhelming.
• 56:44
  But I hope today's episode has helped you to realize that there are some.
• 56:47
  Some small changes you can make that every one of you can do to try and improve these areas of your business.
• 56:52
  And if you do nothing else, reply to those Google reviews with more strategy.
• 56:57
  I'll see you all next time.