What does marketing look like when your customers take months or even years to make a buying decision? And what happens when Google is no longer the only place where people discover your brand? In this episode, Austin Willman is joined by Louise Boyd, Head of Marketing, and Jenny Adams, Marketing Director at Aspect, a UK-based marketing and communications consultancy working across the energy sector. Together, they explore what it takes to market complex B2B businesses in a world where AI is changing how brands get discovered, evaluated, and trusted. They dig into the challenges of proving marketing's impact when the path from first touch to closed deal can be incredibly long. They also discuss why marketers need to be involved in growth decisions earlier, how account-based marketing can work when your total addressable market is relatively small, and what in-person events and brand activations can actually contribute to the bigger picture. The conversation then shifts to AI search and LLM visibility. Louise shares how her SEO experience translates to platforms like ChatGPT, Gemini, and Claude, from getting the technical foundations right to using proprietary data and building a consistent presence across trusted third-party sources. Jenny also makes the case for putting brand back at the center of the conversation. When you're working with multi-year sales cycles, short-term campaigns alone aren't enough. Building recognition and trust over time can be just as important as generating immediate leads. They finish with a practical discussion around budgets, measurement, experimentation, and the importance of having enough internal trust to try new things. If you're working in B2B, energy, or any industry where deals don't happen overnight, this episode offers plenty of practical ideas for navigating longer sales cycles and a search landscape that's rapidly being reshaped by AI. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:42: Meet Louise and Jenny From Aspect01:42 - 03:05: Turning Marketing Into a Revenue Driver03:05 - 05:43: Testing Ideas Before They Go Live05:43 - 07:21: Attribution in Long B2B Sales Cycles07:21 - 09:47: Choosing the Right Marketing KPIs09:47 - 10:40: Why Account-Based Marketing Is Growing10:40 - 13:06: The Billboard Story and Weird Marketing Bets13:06 - 15:32: Measuring In-Person Brand Activations15:32 - 18:08: What Aspect Does for Clients18:08 - 21:00: Why Sales and Marketing Must Share Insights21:00 - 25:06: Building Trust With AI Search Engines25:06 - 26:50: Owned vs Earned in the Age of LLMs26:50 - 29:36: Why Brand Is Back29:36 - 31:08: Short-Term Metrics vs Long-Term Brand Building31:08 - 35:06: Where to Spend an Extra Marketing Budget35:06 - 41:03: Aspect's Insight, Strategy, Impact Framework41:03 - 43:22: Final Advice for Marketers  Connect with Louise Boyd & Jenny Adams Louise Boyd: https://www.linkedin.com/in/louise-boyd/Jenny Adams: https://www.linkedin.com/in/jenny-adams-53717522/Aspect: The Strategic Communication Experts: https://weareaspect.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

What does marketing look like when your customers take months or even years to make a buying decision? And what happens when Google is no longer the only place where people discover your brand?In this episode, Austin Willman is joined by Louise Boyd, Head of Marketing, and Jenny Adams, Marketing Director at Aspect, a UK-based marketing and communications consultancy working across the energy sector. Together, they explore what it takes to market complex B2B businesses in a world where AI is changing how brands get discovered, evaluated, and trusted.They dig into the challenges of proving marketing's impact when the path from first touch to closed deal can be incredibly long. They also discuss why marketers need to be involved in growth decisions earlier, how account-based marketing can work when your total addressable market is relatively small, and what in-person events and brand activations can actually contribute to the bigger picture.The conversation then shifts to AI search and LLM visibility. Louise shares how her SEO experience translates to platforms like ChatGPT, Gemini, and Claude, from getting the technical foundations right to using proprietary data and building a consistent presence across trusted third-party sources.Jenny also makes the case for putting brand back at the center of the conversation. When you're working with multi-year sales cycles, short-term campaigns alone aren't enough. Building recognition and trust over time can be just as important as generating immediate leads.They finish with a practical discussion around budgets, measurement, experimentation, and the importance of having enough internal trust to try new things.If you're working in B2B, energy, or any industry where deals don't happen overnight, this episode offers plenty of practical ideas for navigating longer sales cycles and a search landscape that's rapidly being reshaped by AI. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 01:42: Meet Louise and Jenny From Aspect01:42 - 03:05: Turning Marketing Into a Revenue Driver03:05 - 05:43: Testing Ideas Before They Go Live05:43 - 07:21: Attribution in Long B2B Sales Cycles07:21 - 09:47: Choosing the Right Marketing KPIs09:47 - 10:40: Why Account-Based Marketing Is Growing10:40 - 13:06: The Billboard Story and Weird Marketing Bets13:06 - 15:32: Measuring In-Person Brand Activations15:32 - 18:08: What Aspect Does for Clients18:08 - 21:00: Why Sales and Marketing Must Share Insights21:00 - 25:06: Building Trust With AI Search Engines25:06 - 26:50: Owned vs Earned in the Age of LLMs26:50 - 29:36: Why Brand Is Back29:36 - 31:08: Short-Term Metrics vs Long-Term Brand Building31:08 - 35:06: Where to Spend an Extra Marketing Budget35:06 - 41:03: Aspect's Insight, Strategy, Impact Framework41:03 - 43:22: Final Advice for Marketers Connect with Louise Boyd & Jenny AdamsLouise Boyd: https://www.linkedin.com/in/louise-boyd/Jenny Adams: https://www.linkedin.com/in/jenny-adams-53717522/Aspect: The Strategic Communication Experts: https://weareaspect.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

E-Coffee with Experts

Louise Boyd & Jenny Adams: What It Takes to Get Cited by AI Search Engines

Search marketing is changing fast with AI, but a lot of SEOs are still trying to measure it the same way they always have. In this episode, John Morabito, Senior Vice President of Search, Innovation at Stella Rising, joins Austin Willman to talk about how Generative Engine Optimization (GEO) is changing the way brands show up online, both in traditional search results and in AI-generated answers. John explains why GEO can’t always be measured like a typical direct-response channel. Instead, getting your brand mentioned in AI tools may need to be approached more like brand marketing. He shares how his team looks at signals like AI citations, YouTube and TikTok views, and increases in branded search to understand the bigger impact, even when there’s no perfect way to attribute results. They also talk about why brand websites make up only a small percentage of AI citations, and why off-site content, like digital PR, listicles, and social media, is becoming more important. John shares how getting featured in existing listicles can influence what AI models cite, and how Stellar Rising uses tools like Search Track, Talk Track, and Chat Track to get a clearer picture of overall search visibility. Later, John and Austin get into the growing importance of information gain, using platforms like Reddit to uncover insights AI tools don’t always surface directly, and why understanding both algorithms and human behavior, plus having good taste, might be what really sets marketers apart moving forward. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:23: Introduction 01:23 - 02:42: The Outdated SEO Mindset in a GEO World02:42 - 05:49: Measuring GEO Through Social and Video Citations05:49 - 07:51: Correlating Video Views With Brand Search Growth07:51 - 10:19: Search Track and the Unified Search Measurement Framework10:19 - 12:24: Why Brand Websites Get Only 6% of Citations12:24 - 14:24: Owned vs. Earned in the Age of AI Search14:24 - 17:30: Condé Nast, Hearst, and the Power of Media Citation Share17:30 - 19:20: The Otterly Experiment: Buying Listicle Placements19:20 - 21:20: Black Hat Tactics When There Are No Clear Rules21:20 - 23:04: Web 2.0 Profiles and the Corroboration Wheel23:04 - 24:27: Human Psychology as the Real Search Algorithm24:27 - 27:47: Brand Activations, Nav Boost, and the Mercedes Study27:47 - 28:40: A Quick Detour on Will Reynolds and Wedding Plans28:40 - 31:08: Information Gain and Creating Content That Matters31:08 - 33:16: Mining Client Data and Scraping Reddit for Insight33:16 - 36:40: Taste as the Last Defensible Moat in AI Search36:40 - 37:18: Closing Thoughts  Connect with John Morabito  https://www.linkedin.com/in/john-morabito-29459655/ https://www.stellarising.com/  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Search marketing is changing fast with AI, but a lot of SEOs are still trying to measure it the same way they always have.In this episode, John Morabito, Senior Vice President of Search, Innovation at Stella Rising, joins Austin Willman to talk about how Generative Engine Optimization (GEO) is changing the way brands show up online, both in traditional search results and in AI-generated answers.John explains why GEO can’t always be measured like a typical direct-response channel. Instead, getting your brand mentioned in AI tools may need to be approached more like brand marketing. He shares how his team looks at signals like AI citations, YouTube and TikTok views, and increases in branded search to understand the bigger impact, even when there’s no perfect way to attribute results.They also talk about why brand websites make up only a small percentage of AI citations, and why off-site content, like digital PR, listicles, and social media, is becoming more important. John shares how getting featured in existing listicles can influence what AI models cite, and how Stellar Rising uses tools like Search Track, Talk Track, and Chat Track to get a clearer picture of overall search visibility.Later, John and Austin get into the growing importance of information gain, using platforms like Reddit to uncover insights AI tools don’t always surface directly, and why understanding both algorithms and human behavior, plus having good taste, might be what really sets marketers apart moving forward. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 01:23: Introduction 01:23 - 02:42: The Outdated SEO Mindset in a GEO World02:42 - 05:49: Measuring GEO Through Social and Video Citations05:49 - 07:51: Correlating Video Views With Brand Search Growth07:51 - 10:19: Search Track and the Unified Search Measurement Framework10:19 - 12:24: Why Brand Websites Get Only 6% of Citations12:24 - 14:24: Owned vs. Earned in the Age of AI Search14:24 - 17:30: Condé Nast, Hearst, and the Power of Media Citation Share17:30 - 19:20: The Otterly Experiment: Buying Listicle Placements19:20 - 21:20: Black Hat Tactics When There Are No Clear Rules21:20 - 23:04: Web 2.0 Profiles and the Corroboration Wheel23:04 - 24:27: Human Psychology as the Real Search Algorithm24:27 - 27:47: Brand Activations, Nav Boost, and the Mercedes Study27:47 - 28:40: A Quick Detour on Will Reynolds and Wedding Plans28:40 - 31:08: Information Gain and Creating Content That Matters31:08 - 33:16: Mining Client Data and Scraping Reddit for Insight33:16 - 36:40: Taste as the Last Defensible Moat in AI Search36:40 - 37:18: Closing Thoughts Connect with John Morabito https://www.linkedin.com/in/john-morabito-29459655/ https://www.stellarising.com/ FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

John Morabito: Why Brand Mentions Matter More Than Rankings in AI Search

In this episode of E-Coffee with Experts, Dawood Bukhari speaks with Sierra Karst, SEO Manager at HawkSEM, about the shift from traditional SEO to Generative Engine Optimization (GEO) and what it means for the future of search. They discuss what it takes for brands to stay visible as AI tools and large language models become part of the search experience. Sierra shares why simply targeting keywords is no longer enough, how LLMs interpret context and intent, and why strong storytelling and subject-matter expertise are becoming increasingly important. She also walks through her approach to SEO, from onboarding new clients and identifying content opportunities to building credible expert profiles and creating content that can appear in both Google search results and AI-generated answers. The conversation goes beyond on-page SEO as well. Sierra shares her thoughts on the role of brand mentions, citations, Reddit, Quora, and link building in an AI-driven search landscape. She also talks about the tools and workflows she uses to research trends, monitor brand relevance, and produce localized content at scale. For anyone working in SEO or digital marketing, this episode offers a practical look at where search is heading, and what you can start doing now to stay visible as the landscape continues to evolve. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:38: Introduction01:38 - 02:30: How Journalism Skills Translate to SEO and GEO02:30 - 03:19: SEO, GEO, or Search Expert? Defining the New Role03:19 - 04:55: Why AI Search Is a Bigger Shift Than Panda or Penguin04:55 - 06:08: Using AI as a Research Partner Without Losing Quality06:08 - 07:12: Scaling Content Production the Right Way07:12 - 08:53: Planning the Initial Roadmap for AI vs Google08:53 - 10:19: Client Roadmaps, Brand Audits, and EEAT Signals10:19 - 12:34: Hiring for GEO: Skills That Matter Now12:34 - 14:00: Structuring Content for AI Overview14:00 - 15:50: Storytelling vs Just Chunking Content for LLMs15:50 - 17:49: How Topical Authority Has Evolved17:49 - 18:55: Why Named Expert Profiles Beat Generic Team Authority18:55 - 20:37: Are Links Still Dead? Rethinking External Signals20:37 - 22:37: Quality vs Volume in AI Citations22:37 - 24:33: The Risk of Chasing Mentions Without Relevance24:33 - 25:50: Doing Reddit the Right Way25:50 - 26:05: Is Quora Still Worth It?26:05 - 27:20: Tracking Which Platforms Actually Move the Needle27:20 - 29:27: What Should Be in Your SEO/GEO Report29:27 - 30:08: The SEO Belief That's Officially Outdated30:08 - 32:18: Automating SEO Research and Content at Scale32:18 - 33:14: Closing Thoughts Connect with Sierra Karst  https://www.linkedin.com/in/sierra-karst-73119b14b/ hawksem.com FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

In this episode of E-Coffee with Experts, Dawood Bukhari speaks with Sierra Karst, SEO Manager at HawkSEM, about the shift from traditional SEO to Generative Engine Optimization (GEO) and what it means for the future of search.They discuss what it takes for brands to stay visible as AI tools and large language models become part of the search experience. Sierra shares why simply targeting keywords is no longer enough, how LLMs interpret context and intent, and why strong storytelling and subject-matter expertise are becoming increasingly important.She also walks through her approach to SEO, from onboarding new clients and identifying content opportunities to building credible expert profiles and creating content that can appear in both Google search results and AI-generated answers.The conversation goes beyond on-page SEO as well. Sierra shares her thoughts on the role of brand mentions, citations, Reddit, Quora, and link building in an AI-driven search landscape. She also talks about the tools and workflows she uses to research trends, monitor brand relevance, and produce localized content at scale.For anyone working in SEO or digital marketing, this episode offers a practical look at where search is heading, and what you can start doing now to stay visible as the landscape continues to evolve. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 01:38: Introduction01:38 - 02:30: How Journalism Skills Translate to SEO and GEO02:30 - 03:19: SEO, GEO, or Search Expert? Defining the New Role03:19 - 04:55: Why AI Search Is a Bigger Shift Than Panda or Penguin04:55 - 06:08: Using AI as a Research Partner Without Losing Quality06:08 - 07:12: Scaling Content Production the Right Way07:12 - 08:53: Planning the Initial Roadmap for AI vs Google08:53 - 10:19: Client Roadmaps, Brand Audits, and EEAT Signals10:19 - 12:34: Hiring for GEO: Skills That Matter Now12:34 - 14:00: Structuring Content for AI Overview14:00 - 15:50: Storytelling vs Just Chunking Content for LLMs15:50 - 17:49: How Topical Authority Has Evolved17:49 - 18:55: Why Named Expert Profiles Beat Generic Team Authority18:55 - 20:37: Are Links Still Dead? Rethinking External Signals20:37 - 22:37: Quality vs Volume in AI Citations22:37 - 24:33: The Risk of Chasing Mentions Without Relevance24:33 - 25:50: Doing Reddit the Right Way25:50 - 26:05: Is Quora Still Worth It?26:05 - 27:20: Tracking Which Platforms Actually Move the Needle27:20 - 29:27: What Should Be in Your SEO/GEO Report29:27 - 30:08: The SEO Belief That's Officially Outdated30:08 - 32:18: Automating SEO Research and Content at Scale32:18 - 33:14: Closing ThoughtsConnect with Sierra Karst https://www.linkedin.com/in/sierra-karst-73119b14b/ hawksem.comFOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Sierra Karst: Why Volume Is Beating Quality In AI Search Right Now

Ryan Turner has been working in SEO and web design for over two decades. As the Co-Owner at 3PRIME, LLC, he has seen the digital landscape evolve firsthand—and now, AI is changing the rules once again. In this episode, Ryan shares how businesses can adapt to the shift in search and discovery as more people turn to tools like ChatGPT to find and research companies. From structuring your website and content for better AI visibility to communicating your expertise in a way that builds trust, he breaks down what businesses should be paying attention to right now. Ryan also shares real-world lessons from his own journey, including how a simple content rewrite helped one client generate 200% more leads, what he learned from a failed low-cost marketing offer, and why understanding your clients and building genuine relationships can still make a bigger difference than automation. He also reflects on his experience in the Goldman Sachs 10,000 Small Businesses program and the lessons that shaped the way he runs his business today. If you're trying to understand where SEO, AI, and content marketing are heading—and what your business can do to keep up, this conversation offers practical insights you can apply to your own online presence. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:49: Introduction 00:49 - 01:41: How AI Visibility Is Changing Client Conversations01:41 - 03:43: Building Trust Through Regular Client Check-Ins03:43 - 04:54: What Great Website Content Looks Like Today04:54 - 07:25: Why Explaining Your Process Beats Keyword Targeting07:25 - 07:52: Quick Technical Break07:52 - 09:07: The Story Behind a 200% Lead Increase09:07 - 10:45: Inside the Goldman Sachs 10,000 Small Businesses Program10:45 - 12:43: Pivoting During COVID and Building Lens12:43 - 13:34: Lessons Learned From a Failed Low-Cost Offering13:34 - 17:45: Human Relationships in an AI-Driven World17:45 - 21:27: Generational Shifts and the Return to Real Conversation21:27 - 22:22: Why DIY Websites Often Fall Short22:22 - 24:15: Building Credibility and AI Visibility Signals24:15 - 27:02: How 3PRIME's AI Visibility Audit Works27:02 - 29:17: Being Visible Enough to Get Cited by AI29:17 - 31:27: Why Writing Sharpens Strategic Thinking31:27 - 34:03: What's Next for Ryan Turner and 3PRIME34:03 - 36:11: Closing Thoughts  Connect with Ryan Turner  https://www.linkedin.com/in/ryan3prime/ https://3-prime.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Ryan Turner has been working in SEO and web design for over two decades. As the Co-Owner at 3PRIME, LLC, he has seen the digital landscape evolve firsthand—and now, AI is changing the rules once again.In this episode, Ryan shares how businesses can adapt to the shift in search and discovery as more people turn to tools like ChatGPT to find and research companies. From structuring your website and content for better AI visibility to communicating your expertise in a way that builds trust, he breaks down what businesses should be paying attention to right now.Ryan also shares real-world lessons from his own journey, including how a simple content rewrite helped one client generate 200% more leads, what he learned from a failed low-cost marketing offer, and why understanding your clients and building genuine relationships can still make a bigger difference than automation.He also reflects on his experience in the Goldman Sachs 10,000 Small Businesses program and the lessons that shaped the way he runs his business today.If you're trying to understand where SEO, AI, and content marketing are heading—and what your business can do to keep up, this conversation offers practical insights you can apply to your own online presence. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 00:49: Introduction 00:49 - 01:41: How AI Visibility Is Changing Client Conversations01:41 - 03:43: Building Trust Through Regular Client Check-Ins03:43 - 04:54: What Great Website Content Looks Like Today04:54 - 07:25: Why Explaining Your Process Beats Keyword Targeting07:25 - 07:52: Quick Technical Break07:52 - 09:07: The Story Behind a 200% Lead Increase09:07 - 10:45: Inside the Goldman Sachs 10,000 Small Businesses Program10:45 - 12:43: Pivoting During COVID and Building Lens12:43 - 13:34: Lessons Learned From a Failed Low-Cost Offering13:34 - 17:45: Human Relationships in an AI-Driven World17:45 - 21:27: Generational Shifts and the Return to Real Conversation21:27 - 22:22: Why DIY Websites Often Fall Short22:22 - 24:15: Building Credibility and AI Visibility Signals24:15 - 27:02: How 3PRIME's AI Visibility Audit Works27:02 - 29:17: Being Visible Enough to Get Cited by AI29:17 - 31:27: Why Writing Sharpens Strategic Thinking31:27 - 34:03: What's Next for Ryan Turner and 3PRIME34:03 - 36:11: Closing Thoughts  Connect with Ryan Turner https://www.linkedin.com/in/ryan3prime/ https://3-prime.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Ryan Turner On Turning Website Content Into 200% More Leads

When Korena Keys noticed her agency's tech stack exploding a few years ago, she didn't just start cutting tools; she started writing job descriptions for them. Literally. Every new piece of technology gets evaluated like a new hire: what's it supposed to do, what are the accountability parameters, and does it get a 30-60-90-day review like anyone else on the team? Korena spent fifteen years inside full-service agencies before founding KeyMedia Solutions in 2011, built around a simple frustration: smaller businesses were locked out of the enterprise-level tools and technology that bigger brands had access to. She set out to change that. In this conversation with our host Ranmay Rath, Korena Keys, Founder & Visionary at KeyMedia Solutions, talks about why she chose to expand and hire during the pandemic when most agencies were pulling back, what real AI governance looks like operationally inside a client-facing agency, and why she believes AI search is pushing the industry back to fundamentals: quality content, real authorship, and answering the questions people actually have. Rounding out the episode, Korena discusses building a personal brand through Forbes Council contributions and her book, why she's pushing her team to build their own brand voice early, and the one piece of advice she'd give to young entrepreneurs starting out. Whether you run an agency, manage a marketing team, or are figuring out how to responsibly adopt AI in your organization, this episode offers a grounded, experience-backed perspective on scaling without losing control. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:56: Introduction 00:56 - 01:57: Korena's Journey Into Marketing01:57 - 03:04: Founding KeyMedia Solutions03:04 - 04:48: Closing the Gap Legacy Agencies Missed04:48 - 06:51: Scaling Without Losing Simplicity06:51 - 09:31: Building Concept One09:31 - 11:46: Expanding During the Pandemic11:46 - 14:30: Building Real AI Governance14:30 - 16:12: Is Organic Search Dying in the AI Era?16:12 - 18:50: Building Credibility and Personal Brand18:50 - 20:11: Advice for Young Entrepreneurs  Connect with Korena Keys  https://www.linkedin.com/in/korena keymediasolutions.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

When Korena Keys noticed her agency's tech stack exploding a few years ago, she didn't just start cutting tools; she started writing job descriptions for them. Literally. Every new piece of technology gets evaluated like a new hire: what's it supposed to do, what are the accountability parameters, and does it get a 30-60-90-day review like anyone else on the team?Korena spent fifteen years inside full-service agencies before founding KeyMedia Solutions in 2011, built around a simple frustration: smaller businesses were locked out of the enterprise-level tools and technology that bigger brands had access to. She set out to change that.In this conversation with our host Ranmay Rath, Korena Keys, Founder & Visionary at KeyMedia Solutions, talks about why she chose to expand and hire during the pandemic when most agencies were pulling back, what real AI governance looks like operationally inside a client-facing agency, and why she believes AI search is pushing the industry back to fundamentals: quality content, real authorship, and answering the questions people actually have.Rounding out the episode, Korena discusses building a personal brand through Forbes Council contributions and her book, why she's pushing her team to build their own brand voice early, and the one piece of advice she'd give to young entrepreneurs starting out.Whether you run an agency, manage a marketing team, or are figuring out how to responsibly adopt AI in your organization, this episode offers a grounded, experience-backed perspective on scaling without losing control. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 00:56: Introduction 00:56 - 01:57: Korena's Journey Into Marketing01:57 - 03:04: Founding KeyMedia Solutions03:04 - 04:48: Closing the Gap Legacy Agencies Missed04:48 - 06:51: Scaling Without Losing Simplicity06:51 - 09:31: Building Concept One09:31 - 11:46: Expanding During the Pandemic11:46 - 14:30: Building Real AI Governance14:30 - 16:12: Is Organic Search Dying in the AI Era?16:12 - 18:50: Building Credibility and Personal Brand18:50 - 20:11: Advice for Young Entrepreneurs Connect with Korena Keys https://www.linkedin.com/in/korena keymediasolutions.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

How Korena Keys Built an Agency Around Constant Testing

In the mid-2000s, Nate Tower was a high school English teacher moonlighting as a freelance blogger writing about everything from software reviews to dating websites. He didn't know it yet, but he was teaching himself SEO. That accidental start eventually led him to Perrill thirteen years ago, and today he leads the agency as President. In this conversation with Ranmay, Nate Tower, President at Perrill, traces that journey and talks about why he still believes link building and brand mentions matter more than ever in an AI-driven search world, even as everyone insists organic reach is dying. He shares why a client's website remains its hardest-working employee, and why the real answer to "how much should we hold back" is almost always: you have to give away knowledge to build trust that lasts. They also dig into what Nate has learned building an in-house AI visibility tool, including why raw visibility percentages look great in a sales deck but matter far less to clients than actual leads and revenue, and how Perrill has stayed relevant by tying its identity to outcomes instead of fixed methods across three decades of industry shifts. The conversation closes with an honest rapid-fire round, including the one thing Nate wishes he'd done differently as a new president: making decisions faster. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:33: Introduction01:33 - 03:22: From English Teacher to Agency President03:22 - 04:36: The Google Update That Changed His Approach04:36 - 05:36: Why Links Still Matter for AI Search05:36 - 08:26: Scaling Systems and Agency Processes08:26 - 10:27: Keeping Marketing Functions Connected10:27 - 12:33: Your Website as Your Hardest Employee12:33 - 14:03: Building Trust Through Public Speaking14:03 - 15:28: Three Decades of Reinventing Perrill15:28 - 18:05: Metrics That Actually Matter in AI Visibility18:05 - 20:18: Rethinking Content Strategy for AI Search20:18 - 21:15: Nate's Take on Claude vs. ChatGPT21:15 - 24:29: Closing Thoughts  Connect with Nate Tower  https://www.linkedin.com/in/nate-tower perrill.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

In the mid-2000s, Nate Tower was a high school English teacher moonlighting as a freelance blogger writing about everything from software reviews to dating websites. He didn't know it yet, but he was teaching himself SEO. That accidental start eventually led him to Perrill thirteen years ago, and today he leads the agency as President.In this conversation with Ranmay, Nate Tower, President at Perrill, traces that journey and talks about why he still believes link building and brand mentions matter more than ever in an AI-driven search world, even as everyone insists organic reach is dying. He shares why a client's website remains its hardest-working employee, and why the real answer to "how much should we hold back" is almost always: you have to give away knowledge to build trust that lasts.They also dig into what Nate has learned building an in-house AI visibility tool, including why raw visibility percentages look great in a sales deck but matter far less to clients than actual leads and revenue, and how Perrill has stayed relevant by tying its identity to outcomes instead of fixed methods across three decades of industry shifts.The conversation closes with an honest rapid-fire round, including the one thing Nate wishes he'd done differently as a new president: making decisions faster.Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 01:33: Introduction01:33 - 03:22: From English Teacher to Agency President03:22 - 04:36: The Google Update That Changed His Approach04:36 - 05:36: Why Links Still Matter for AI Search05:36 - 08:26: Scaling Systems and Agency Processes08:26 - 10:27: Keeping Marketing Functions Connected10:27 - 12:33: Your Website as Your Hardest Employee12:33 - 14:03: Building Trust Through Public Speaking14:03 - 15:28: Three Decades of Reinventing Perrill15:28 - 18:05: Metrics That Actually Matter in AI Visibility18:05 - 20:18: Rethinking Content Strategy for AI Search20:18 - 21:15: Nate's Take on Claude vs. ChatGPT21:15 - 24:29: Closing Thoughts Connect with Nate Tower https://www.linkedin.com/in/nate-tower perrill.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Nate Tower: Stop Chasing AI Visibility Percentages, Start Chasing Leads

There's no such thing as maintaining in business, you're either growing or dying slowly. That's the mindset Shon Tillman built True Digital Marketing on, ever since founding it in 2017 weeks after Hurricane Harvey hit Houston. Years of sales experience at Hearst Media and Yellow Pages taught him what not to do  push software instead of service. In this conversation with Ranmay, Shon Tillman, Co-Founder at True Digital Marketing, talks about why he built the agency to function like a client's own marketing department "down the hall," why not every prospect deserves a yes, and how he and his business partner Melinda balance sales and operations without the usual friction. He also opens up about an identity crisis he went through trying to be "everything to everybody" as a salesperson, and why letting go of that made him better at earning real trust. The conversation closes with a quick rapid-fire round covering his latest Google search, his Friday evening spots, and his celebrity crush of the week. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:24: Introduction01:24 - 05:00: Sean's journey from Hearst Media and Yellow Pages to founding the agency05:00 - 08:15: The marketing department down the hall philosophy08:15 - 10:58: Knowing when to say no to a client10:58 - 14:24: Inside the partnership with co-founder Melinda14:24 - 15:45: Staying disciplined about prospecting15:45 - 19:55: Why comfort is the biggest threat to agency growth19:55 - 24:09: Advice for founders on trust and objection handling24:09 - 25:27: Closing thoughts  Connect with Shon Tillman  https://www.linkedin.com/in/shon-tillman-ba4bb449 truedigitalmktg.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

There's no such thing as maintaining in business, you're either growing or dying slowly. That's the mindset Shon Tillman built True Digital Marketing on, ever since founding it in 2017 weeks after Hurricane Harvey hit Houston. Years of sales experience at Hearst Media and Yellow Pages taught him what not to do  push software instead of service.In this conversation with Ranmay, Shon Tillman, Co-Founder at True Digital Marketing, talks about why he built the agency to function like a client's own marketing department "down the hall," why not every prospect deserves a yes, and how he and his business partner Melinda balance sales and operations without the usual friction.He also opens up about an identity crisis he went through trying to be "everything to everybody" as a salesperson, and why letting go of that made him better at earning real trust. The conversation closes with a quick rapid-fire round covering his latest Google search, his Friday evening spots, and his celebrity crush of the week. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 01:24: Introduction01:24 - 05:00: Sean's journey from Hearst Media and Yellow Pages to founding the agency05:00 - 08:15: The marketing department down the hall philosophy08:15 - 10:58: Knowing when to say no to a client10:58 - 14:24: Inside the partnership with co-founder Melinda14:24 - 15:45: Staying disciplined about prospecting15:45 - 19:55: Why comfort is the biggest threat to agency growth19:55 - 24:09: Advice for founders on trust and objection handling24:09 - 25:27: Closing thoughts Connect with Shon Tillman https://www.linkedin.com/in/shon-tillman-ba4bb449 truedigitalmktg.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Shon Tillman: The Three Things Every Agency Owner Should Fear

Brady Madden, Founder at Evergreen Digital, joins E-Coffee with Experts to break down how SEO has shifted in the age of AI Overviews, LLMs, and generative search. Brady shares how his team executes SEO deliverables differently now than even a year ago, how brands earn mentions inside ChatGPT and Gemini, and why human oversight still beats fully automated audits and content workflows. Brady dives into the real risk of AI-generated content sprawl, why "content is king" no longer means "more content," and how to prioritize bottom-of-funnel pages that actually convert before chasing top-of-funnel traffic. He also unpacks the growing role of Reddit and social listening in shaping what LLMs say about a brand, why digital PR and sentiment now matter as much as backlinks, and how thought leadership from CEOs and executives feeds directly into AI-driven trust signals. Whether you're running SEO for a local business, an agency, or an e-commerce brand, this conversation covers practical steps for auditing your site, fixing cannibalized content, and building the kind of brand sentiment that AI tools are learning to trust. Topics covered: SEO in 2026, GEO, AEO, LLM visibility, AI Overviews, content strategy, digital PR, Reddit and social listening, technical SEO audits, thought leadership, human-in-the-loop AI workflows. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 02:25: Where GEO and AEO Are Gaining Traction02:25 - 03:33: How LLMs Choose Their Sources03:33 - 04:45: Where AI Tools Fall Short on Diligence04:45 - 06:27: Why Human Oversight Still Wins06:27 - 07:29: Taste as the New SEO Moat07:29 - 09:24: What Brady Looks for in a Partner09:24 - 10:34: The Trouble with Link Building Providers10:34 - 11:39: Optimizing Content for Restricted Industries11:39 - 13:41: Bottom-of-Funnel Content That Converts13:41 - 14:58: Content Beyond Blogs and Location Pages14:58 - 17:34: Auditing an Overgrown Website17:34 - 19:18: What Makes a Page Answer Real Questions19:18 - 21:20: Social Listening and Reddit's Role21:20 - 22:36: Being Helpful Without Getting Banned22:36 - 25:15: Link Building vs Digital PR25:15 - 26:47: Brand Sentiment and LLM Trust26:47 - 28:24: Thought Leadership for Executives28:24 - 30:28: Why "Content Is King" Is Outdated30:28 - 31:03: Repeating Your Core Message Everywhere31:03 - 32:40: Right Traffic vs More Traffic32:40 - 37:08: Where to Find Brady Madden  Connect with Brady Madden  https://www.linkedin.com/in/bradymadden/ https://evergreenseoservices.com/  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Brady Madden, Founder at Evergreen Digital, joins E-Coffee with Experts to break down how SEO has shifted in the age of AI Overviews, LLMs, and generative search. Brady shares how his team executes SEO deliverables differently now than even a year ago, how brands earn mentions inside ChatGPT and Gemini, and why human oversight still beats fully automated audits and content workflows.Brady dives into the real risk of AI-generated content sprawl, why "content is king" no longer means "more content," and how to prioritize bottom-of-funnel pages that actually convert before chasing top-of-funnel traffic. He also unpacks the growing role of Reddit and social listening in shaping what LLMs say about a brand, why digital PR and sentiment now matter as much as backlinks, and how thought leadership from CEOs and executives feeds directly into AI-driven trust signals.Whether you're running SEO for a local business, an agency, or an e-commerce brand, this conversation covers practical steps for auditing your site, fixing cannibalized content, and building the kind of brand sentiment that AI tools are learning to trust.Topics covered: SEO in 2026, GEO, AEO, LLM visibility, AI Overviews, content strategy, digital PR, Reddit and social listening, technical SEO audits, thought leadership, human-in-the-loop AI workflows. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 02:25: Where GEO and AEO Are Gaining Traction02:25 - 03:33: How LLMs Choose Their Sources03:33 - 04:45: Where AI Tools Fall Short on Diligence04:45 - 06:27: Why Human Oversight Still Wins06:27 - 07:29: Taste as the New SEO Moat07:29 - 09:24: What Brady Looks for in a Partner09:24 - 10:34: The Trouble with Link Building Providers10:34 - 11:39: Optimizing Content for Restricted Industries11:39 - 13:41: Bottom-of-Funnel Content That Converts13:41 - 14:58: Content Beyond Blogs and Location Pages14:58 - 17:34: Auditing an Overgrown Website17:34 - 19:18: What Makes a Page Answer Real Questions19:18 - 21:20: Social Listening and Reddit's Role21:20 - 22:36: Being Helpful Without Getting Banned22:36 - 25:15: Link Building vs Digital PR25:15 - 26:47: Brand Sentiment and LLM Trust26:47 - 28:24: Thought Leadership for Executives28:24 - 30:28: Why "Content Is King" Is Outdated30:28 - 31:03: Repeating Your Core Message Everywhere31:03 - 32:40: Right Traffic vs More Traffic32:40 - 37:08: Where to Find Brady Madden Connect with Brady Madden https://www.linkedin.com/in/bradymadden/ https://evergreenseoservices.com/ FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Brady Madden: Why More Content Won't Save Your SEO Strategy

Marino Marks, Head of Digital & Lifecycle Marketing at NVISION, joins E-Coffee with Experts to break down why email remains the most durable marketing channel in the age of AI search. With over a decade of experience building customer journeys, Marino explains how he transformed lifecycle marketing at NVISION from a single specialist role into a full agency discipline. In this episode, Marino shares the four-stage framework he uses to move customers from attraction through subscription, nurturing, conversion, and retention. He explains how to diagnose whether a business has a traffic, engagement, or conversion problem before building new campaigns, and why retention systems have a bigger financial impact than most businesses realize. Marino also unpacks how AI-powered search is reshaping the customer journey, why brands need to become the definitive source of answers for their audience, and how first-party data collected through email and CRM can strengthen a brand's presence in AI citations. He closes with three commercially valuable improvements marketing teams should prioritize over the next twelve months to prepare for an AI-mediated customer journey. Topics covered include lifecycle marketing frameworks, customer journey mapping, retention system design, GA4 path exploration for email cadence, AI search and content strategy, and how agencies can determine when a business is ready for an integrated marketing partnership. Whether you run an in-house marketing team or work at an agency, this conversation offers a practical, data-grounded approach to building customer relationships that outlast any single platform. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 02:13: Why Marino built his career around owning email audiences02:13 - 03:23: The risk of relying on rented social platforms03:23 - 05:18: Turning lifecycle marketing into a full discipline at NVISION05:18 - 08:34: Patterns across 55+ brands and three types of customers08:34 - 09:32: The power of comparisons, pricing transparency, and social proof09:32 - 11:10: Using frameworks to scale decision-making across a team11:10 - 13:09: Validating AI features with holdout experiments13:09 - 16:37: The four-stage system and diagnosing growth bottlenecks16:37 - 17:58: Why retention is the most undervalued growth lever17:58 - 18:46: Signals a business is ready for an agency relationship18:46 - 20:25: Using GA4 path exploration to build email cadence20:25 - 21:07: How AI overviews are changing Google search behavior21:07 - 22:30: Rethinking the journey from awareness to first-party nurturing22:30 - 23:14: Why content audits matter in the AI search era23:14 - 23:39: Becoming the definitive source of answers23:39 - 25:20: Bridging AI discovery with email and CRM data25:20 - 27:24: Why owning your audience matters more with AI search27:24 - 28:09: AI agents in HubSpot, Mailchimp, and Salesforce28:09 - 29:31: Testing new platform features before trusting them29:31 - 30:10: Three commercially valuable improvements for the next 12 months30:10 - 33:13: The financial case for retention over one-time leads33:13 - 34:05: Closing thoughts and final takeaways34:05 - 37:02: Post-recording wrap-up and next steps  Connect with Marino Marks  https://www.linkedin.com/in/marinomarks/ https://nvision.co/  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Marino Marks, Head of Digital & Lifecycle Marketing at NVISION, joins E-Coffee with Experts to break down why email remains the most durable marketing channel in the age of AI search. With over a decade of experience building customer journeys, Marino explains how he transformed lifecycle marketing at NVISION from a single specialist role into a full agency discipline.In this episode, Marino shares the four-stage framework he uses to move customers from attraction through subscription, nurturing, conversion, and retention. He explains how to diagnose whether a business has a traffic, engagement, or conversion problem before building new campaigns, and why retention systems have a bigger financial impact than most businesses realize.Marino also unpacks how AI-powered search is reshaping the customer journey, why brands need to become the definitive source of answers for their audience, and how first-party data collected through email and CRM can strengthen a brand's presence in AI citations. He closes with three commercially valuable improvements marketing teams should prioritize over the next twelve months to prepare for an AI-mediated customer journey.Topics covered include lifecycle marketing frameworks, customer journey mapping, retention system design, GA4 path exploration for email cadence, AI search and content strategy, and how agencies can determine when a business is ready for an integrated marketing partnership.Whether you run an in-house marketing team or work at an agency, this conversation offers a practical, data-grounded approach to building customer relationships that outlast any single platform. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 02:13: Why Marino built his career around owning email audiences02:13 - 03:23: The risk of relying on rented social platforms03:23 - 05:18: Turning lifecycle marketing into a full discipline at NVISION05:18 - 08:34: Patterns across 55+ brands and three types of customers08:34 - 09:32: The power of comparisons, pricing transparency, and social proof09:32 - 11:10: Using frameworks to scale decision-making across a team11:10 - 13:09: Validating AI features with holdout experiments13:09 - 16:37: The four-stage system and diagnosing growth bottlenecks16:37 - 17:58: Why retention is the most undervalued growth lever17:58 - 18:46: Signals a business is ready for an agency relationship18:46 - 20:25: Using GA4 path exploration to build email cadence20:25 - 21:07: How AI overviews are changing Google search behavior21:07 - 22:30: Rethinking the journey from awareness to first-party nurturing22:30 - 23:14: Why content audits matter in the AI search era23:14 - 23:39: Becoming the definitive source of answers23:39 - 25:20: Bridging AI discovery with email and CRM data25:20 - 27:24: Why owning your audience matters more with AI search27:24 - 28:09: AI agents in HubSpot, Mailchimp, and Salesforce28:09 - 29:31: Testing new platform features before trusting them29:31 - 30:10: Three commercially valuable improvements for the next 12 months30:10 - 33:13: The financial case for retention over one-time leads33:13 - 34:05: Closing thoughts and final takeaways34:05 - 37:02: Post-recording wrap-up and next steps Connect with Marino Marks https://www.linkedin.com/in/marinomarks/ https://nvision.co/ FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Marino Marks: Why Email Still Beats Every Social Platform

Andrew Husted, President & CEO at Full Spectrum Marketing, joins the show to break down exactly how his agency took their AI visibility from 0% to over 60% in just three months, and how businesses of any size can do the same. Andrew shares his unconventional path from computer science to owning a marketing agency, how a sudden leadership change forced him to take the reins with a week's notice, and how he and his wife now run FSM together with a near-unmatched 94% client retention rate. The conversation dives deep into AI visibility strategy: why JSON-LD schema is a fast, low-hanging-fruit win, how FAQ pages give AI the exact language it needs to recommend your business, and why consistency across your website, Google Business Profile, and directory listings matters more than most companies realize. Andrew explains how AI treats missing information as an absence of a service entirely, why detailing your business process in explicit detail builds trust with AI systems, and how off-page signals like backlinks, guest posts, and digital PR come into play once you're competing at a national level. Andrew also unpacks FSM's trademarked core value, Furiosity (furious curiosity), and how it shapes everything from client onboarding to content strategy. He closes with a look at where AI visibility is headed next, including paid advertising on platforms like ChatGPT. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:22: Introduction00:22 - 03:51: Andrew's Path to Leading FSM03:51 - 05:21: Meet Amy - Co-Owner and Operations Lead05:21 - 06:28: FSM's Six Core Values06:28 - 09:15: What Furiosity Means in Practice09:15 - 11:22: Setting Up the AI Visibility Conversation11:22 - 13:05: How AI Recommends Businesses (Roofing Example)13:05 - 14:59: JSON-LD Schema and FAQ Strategy14:59 - 17:22: The FSM Reporting Case Study17:22 - 20:02: Off-Page Signals, Backlinks, and Digital PR20:02 - 22:48: Consistency and Entity-Rich Business Descriptions22:48 - 25:25: Testing Tactics Across Client Accounts25:25 - 26:58: Why Explicit Process Documentation Wins26:58 - 28:37: Extracting Unique Client Perspective28:37 - 30:22: What's Next in AI Visibility & Closing  Connect with Andrew Husted  https://www.linkedin.com/in/andrew-husted-fsm/ https://fsm.agency  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Andrew Husted, President & CEO at Full Spectrum Marketing, joins the show to break down exactly how his agency took their AI visibility from 0% to over 60% in just three months, and how businesses of any size can do the same.Andrew shares his unconventional path from computer science to owning a marketing agency, how a sudden leadership change forced him to take the reins with a week's notice, and how he and his wife now run FSM together with a near-unmatched 94% client retention rate.The conversation dives deep into AI visibility strategy: why JSON-LD schema is a fast, low-hanging-fruit win, how FAQ pages give AI the exact language it needs to recommend your business, and why consistency across your website, Google Business Profile, and directory listings matters more than most companies realize. Andrew explains how AI treats missing information as an absence of a service entirely, why detailing your business process in explicit detail builds trust with AI systems, and how off-page signals like backlinks, guest posts, and digital PR come into play once you're competing at a national level.Andrew also unpacks FSM's trademarked core value, Furiosity (furious curiosity), and how it shapes everything from client onboarding to content strategy. He closes with a look at where AI visibility is headed next, including paid advertising on platforms like ChatGPT. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 00:22: Introduction00:22 - 03:51: Andrew's Path to Leading FSM03:51 - 05:21: Meet Amy - Co-Owner and Operations Lead05:21 - 06:28: FSM's Six Core Values06:28 - 09:15: What Furiosity Means in Practice09:15 - 11:22: Setting Up the AI Visibility Conversation11:22 - 13:05: How AI Recommends Businesses (Roofing Example)13:05 - 14:59: JSON-LD Schema and FAQ Strategy14:59 - 17:22: The FSM Reporting Case Study17:22 - 20:02: Off-Page Signals, Backlinks, and Digital PR20:02 - 22:48: Consistency and Entity-Rich Business Descriptions22:48 - 25:25: Testing Tactics Across Client Accounts25:25 - 26:58: Why Explicit Process Documentation Wins26:58 - 28:37: Extracting Unique Client Perspective28:37 - 30:22: What's Next in AI Visibility & Closing Connect with Andrew Husted https://www.linkedin.com/in/andrew-husted-fsm/ https://fsm.agency FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Andrew Husted: How FSM Took Their AI Visibility From 0% to 60%

You shouldn't have contractors, they're not reliable, you can't build a business on a contract network." That's the advice Yvette Adams, Founder & Partner at The Creative Collective, got from business coaches when she started her business in 2007, the same month her daughter was born. She ignored it, and it became one of the reasons her agency survived the 2008 recession largely unscathed. Before marketing, Yvette was a journalist and editor, a background she credits for her love of storytelling and her instinct to keep learning and sharing. That instinct eventually took her from a New Zealand newsroom to launching a magazine's first website in early-2000s London, to building a global agency with clients as far-flung as Japan, Korea, and Iceland. In this conversation with Ranmay, Yvette explains why she hires for aptitude over academic degrees, how "giving away" knowledge through training has grown her business rather than hurt it, and what's actually changed in her SEO playbook this year from tracking which AI platforms send her clients leads, to why her team runs almost everything through Claude now. She also draws a sharp parallel between today's AI adoption anxiety and the early panic around social media, and closes with a piece of advice most agency owners overlook: business awards might be one of the best growth tools available, whether you win or not. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 02:20: Introduction02:20 - 04:35: Surviving The 2008 Recession With A Contractor Model04:35 - 06:51: Building A Training Company Alongside The Agency06:51 - 07:55: Hiring For Aptitude Over Academic Credentials07:55 - 09:33: Growing From One Market To International Clients09:33 - 12:54: Lessons From "No Kidding" Applied To AI Adoption12:54 - 15:16: How AI Has Changed The SEO Playbook15:16 - 15:48: Why Yvette's Team Is "Team Claude"15:48 - 17:11: Building Brand Presence Across Reddit, LinkedIn & YouTube17:11 - 19:22: Why Business Awards Are Worth Pursuing  Connect with Yvette Adams  https://www.linkedin.com/in/yvetteadams/ thecreativecollective.com.au  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

You shouldn't have contractors, they're not reliable, you can't build a business on a contract network." That's the advice Yvette Adams, Founder & Partner at The Creative Collective, got from business coaches when she started her business in 2007, the same month her daughter was born. She ignored it, and it became one of the reasons her agency survived the 2008 recession largely unscathed.Before marketing, Yvette was a journalist and editor, a background she credits for her love of storytelling and her instinct to keep learning and sharing. That instinct eventually took her from a New Zealand newsroom to launching a magazine's first website in early-2000s London, to building a global agency with clients as far-flung as Japan, Korea, and Iceland.In this conversation with Ranmay, Yvette explains why she hires for aptitude over academic degrees, how "giving away" knowledge through training has grown her business rather than hurt it, and what's actually changed in her SEO playbook this year from tracking which AI platforms send her clients leads, to why her team runs almost everything through Claude now.She also draws a sharp parallel between today's AI adoption anxiety and the early panic around social media, and closes with a piece of advice most agency owners overlook: business awards might be one of the best growth tools available, whether you win or not. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 02:20: Introduction02:20 - 04:35: Surviving The 2008 Recession With A Contractor Model04:35 - 06:51: Building A Training Company Alongside The Agency06:51 - 07:55: Hiring For Aptitude Over Academic Credentials07:55 - 09:33: Growing From One Market To International Clients09:33 - 12:54: Lessons From "No Kidding" Applied To AI Adoption12:54 - 15:16: How AI Has Changed The SEO Playbook15:16 - 15:48: Why Yvette's Team Is "Team Claude"15:48 - 17:11: Building Brand Presence Across Reddit, LinkedIn & YouTube17:11 - 19:22: Why Business Awards Are Worth Pursuing Connect with Yvette Adams https://www.linkedin.com/in/yvetteadams/ thecreativecollective.com.au FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Yvette Adams: Building a Global Agency Without a Marketing Degree

What actually keeps a 20-year marketing veteran skeptical of AI search platforms? For Jennifer Denney, Founder of Elevated Marketing Solutions, it comes down to one thing: don't trust the data until you've seen it yourself. In this episode, Ranmay sits down with Jennifer to unpack why she believes most AI platforms simulate rather than report real usage data, why Google still holds the infrastructure and behavioral edge over LLMs, and how "back to the basics of SEO" is where things are really headed. Jennifer also shares her unconventional path from the yellow pages industry in the mid-2000s, to building Elevated Marketing Solutions from a single client's part-time request, to now running healthcare, event, and education-based accounts with a business-problems-first philosophy. They dig into why sales and marketing teams that don't speak the same language create disconnected growth, why the website is still the hub of the marketing ecosystem (just not the only piece), and her advice to young agency owners: when everyone goes left, go right — because nobody wants order takers, we've already got AI agents for that. The conversation closes with a rapid-fire round covering her travel habits, her local podcast Southside Voices, and the one lesson she'd tell her younger self: the ceiling is really just the limit of what you think you're capable of. Whether you run an agency, manage marketing-sales alignment, or are trying to figure out where SEO fits in an AI-first world, this episode offers a grounded, no-BS look at what's actually working right now. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:38: Introduction01:38 - 03:42: From Yellow Pages to Digital: Jennifer's Origin Story03:42 - 05:03: Are Google Updates Really That Significant?05:03 - 06:34: What Separates Growing Companies From Stagnant Ones06:34 - 08:15: How Search Has Changed in the Last Three Years08:15 - 08:52: Why Jennifer Doesn't Trust AI Platform Data08:52 - 10:59: Where Marketing and Sales Get Disconnected10:59 - 12:12: What Consistency Really Means for AI and Trust12:12 - 13:27: Building Topical Hubs Across Content Formats13:27 - 15:11: Where AI and Search Are Heading Next15:11 - 16:28: Why the Website Is Still the Hub16:28 - 17:20: Advice for Agency Owners and Entrepreneurs17:20 - 19:06: Content as a Business Development Engine19:06 - 21:04: Rapid Fire Round With Jennifer21:04 - 21:26: Closing Thoughts  Connect with Jennifer Denney  https://www.linkedin.com/in/jenniferdenney/ https://elevatedmarketing.solutions/  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

What actually keeps a 20-year marketing veteran skeptical of AI search platforms? For Jennifer Denney, Founder of Elevated Marketing Solutions, it comes down to one thing: don't trust the data until you've seen it yourself.In this episode, Ranmay sits down with Jennifer to unpack why she believes most AI platforms simulate rather than report real usage data, why Google still holds the infrastructure and behavioral edge over LLMs, and how "back to the basics of SEO" is where things are really headed.Jennifer also shares her unconventional path from the yellow pages industry in the mid-2000s, to building Elevated Marketing Solutions from a single client's part-time request, to now running healthcare, event, and education-based accounts with a business-problems-first philosophy.They dig into why sales and marketing teams that don't speak the same language create disconnected growth, why the website is still the hub of the marketing ecosystem (just not the only piece), and her advice to young agency owners: when everyone goes left, go right — because nobody wants order takers, we've already got AI agents for that.The conversation closes with a rapid-fire round covering her travel habits, her local podcast Southside Voices, and the one lesson she'd tell her younger self: the ceiling is really just the limit of what you think you're capable of.Whether you run an agency, manage marketing-sales alignment, or are trying to figure out where SEO fits in an AI-first world, this episode offers a grounded, no-BS look at what's actually working right now. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 01:38: Introduction01:38 - 03:42: From Yellow Pages to Digital: Jennifer's Origin Story03:42 - 05:03: Are Google Updates Really That Significant?05:03 - 06:34: What Separates Growing Companies From Stagnant Ones06:34 - 08:15: How Search Has Changed in the Last Three Years08:15 - 08:52: Why Jennifer Doesn't Trust AI Platform Data08:52 - 10:59: Where Marketing and Sales Get Disconnected10:59 - 12:12: What Consistency Really Means for AI and Trust12:12 - 13:27: Building Topical Hubs Across Content Formats13:27 - 15:11: Where AI and Search Are Heading Next15:11 - 16:28: Why the Website Is Still the Hub16:28 - 17:20: Advice for Agency Owners and Entrepreneurs17:20 - 19:06: Content as a Business Development Engine19:06 - 21:04: Rapid Fire Round With Jennifer21:04 - 21:26: Closing Thoughts Connect with Jennifer Denney https://www.linkedin.com/in/jenniferdenney/ https://elevatedmarketing.solutions/ FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Jennifer Denney: Why She Doesn't Trust AI Search Data

Paid search expert Alessio Fleites breaks down exactly how he identifies where paid media can create the biggest commercial impact for a business, and it starts long before you open the ad platform. In this episode, Paid Search & Google Ads Specialist at Lab Coat Marketing shares why speed to lead is one of the most overlooked ad spend killers, how a single geofencing mistake can blow an entire budget, and why hyper-specific targeting almost always beats going broad. He also unpacks quality score, offline conversion imports, and how his team uses AI Max to capture users at the exact bottom of the funnel — including a real case study where broadening match types actually increased conversions. Topics covered: - Mapping the customer funnel before building a campaign- Why speed to lead determines whether leads ever close- Geofencing and match type mistakes that waste ad spend- Audience segmentation and the "audience targeting floor"- Quality score: expected CTR, ad relevance, landing page experience- Offline conversion imports and enhanced conversions for leads- Where AI fits into paid search workflows — and where it doesn't- The shift toward conversational, keywordless search and AI Max Whether you're managing paid search for local service businesses or high-ticket verticals, this conversation is packed with tactical frameworks you can apply immediately. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 01:20: Introduction01:20 - 03:07: Mapping the Campaign Structure03:07 - 05:04: Geofencing and Hyper-Local Targeting05:04 - 06:10: Demand vs. Supply Constraints06:10 - 08:53: Speed to Lead Mistakes08:53 - 10:14: Sales Team Availability and Wasted Ad Spend10:14 - 14:47: Biggest Budget-Draining Constraints14:47 - 17:23: Audience Segments and Landing Page Alignment17:23 - 23:48: Specific vs. General Targeting Strategy23:48 - 25:18: Quality Score Breakdown25:18 - 29:29: Offline Conversion Imports and CRM Data29:29 - 30:59: Communicating ROI to Clients30:59 - 34:15: Using AI in Paid Search Workflows34:15 - 36:04: The Future of Conversational Search36:04 - 42:14: AI Max and the Storage Unit Case Study42:14 - 42:49: SEO, GEO, and Personalization42:49 - 44:24: Closing Thoughts  Connect with Alessio Fleites  https://www.linkedin.com/in/alessio-fleites/ https://alessiofleites.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Paid search expert Alessio Fleites breaks down exactly how he identifies where paid media can create the biggest commercial impact for a business, and it starts long before you open the ad platform.In this episode, Paid Search & Google Ads Specialist at Lab Coat Marketing shares why speed to lead is one of the most overlooked ad spend killers, how a single geofencing mistake can blow an entire budget, and why hyper-specific targeting almost always beats going broad. He also unpacks quality score, offline conversion imports, and how his team uses AI Max to capture users at the exact bottom of the funnel — including a real case study where broadening match types actually increased conversions.Topics covered:- Mapping the customer funnel before building a campaign- Why speed to lead determines whether leads ever close- Geofencing and match type mistakes that waste ad spend- Audience segmentation and the "audience targeting floor"- Quality score: expected CTR, ad relevance, landing page experience- Offline conversion imports and enhanced conversions for leads- Where AI fits into paid search workflows — and where it doesn't- The shift toward conversational, keywordless search and AI MaxWhether you're managing paid search for local service businesses or high-ticket verticals, this conversation is packed with tactical frameworks you can apply immediately. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 01:20: Introduction01:20 - 03:07: Mapping the Campaign Structure03:07 - 05:04: Geofencing and Hyper-Local Targeting05:04 - 06:10: Demand vs. Supply Constraints06:10 - 08:53: Speed to Lead Mistakes08:53 - 10:14: Sales Team Availability and Wasted Ad Spend10:14 - 14:47: Biggest Budget-Draining Constraints14:47 - 17:23: Audience Segments and Landing Page Alignment17:23 - 23:48: Specific vs. General Targeting Strategy23:48 - 25:18: Quality Score Breakdown25:18 - 29:29: Offline Conversion Imports and CRM Data29:29 - 30:59: Communicating ROI to Clients30:59 - 34:15: Using AI in Paid Search Workflows34:15 - 36:04: The Future of Conversational Search36:04 - 42:14: AI Max and the Storage Unit Case Study42:14 - 42:49: SEO, GEO, and Personalization42:49 - 44:24: Closing Thoughts Connect with Alessio Fleites https://www.linkedin.com/in/alessio-fleites/ https://alessiofleites.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Alessio Fleites: Why Speed to Lead Makes or Breaks Your Ad Spend

Sakshi Jalan, Head of Success at Limelight Marketing Systems, didn't take the traditional path into marketing — she started in hospitality in Mumbai before relocating to Toronto and rebuilding her career from scratch. In this episode, she shares how skills like reading a room and staying composed under pressure translated directly into successful account management and client relationships. Sakshi opens up about the reality of job hunting in a new country — including 10 final-round interviews before landing her first roles — and how she learned to frame her international experience as an asset rather than a liability. She also dives into why storytelling is the most valuable skill in marketing today, the biggest mistake SMB owners make before launching campaigns, and how she builds long-term client trust through proactive honesty. The conversation covers practical strategies for audience segmentation without overcomplicating systems, how to maintain a consistent publishing rhythm without becoming repetitive, and what actually makes email marketing programs perform. Sakshi also shares her perspective on where AI genuinely helps in account management and campaign delivery — and where human judgment and accountability still can't be replaced. Rounding out the episode, Sakshi discusses balancing personalization with authentic brand voice, rethinking attribution beyond last-click models, and the mindset that's helped her stay grounded through multiple career reinventions. Whether you're an agency owner, marketer, or small business owner trying to build real client relationships, this episode is full of grounded, experience-based insight you can apply right away. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:57: Introduction00:57 - 02:31: From Hospitality to Marketing02:31 - 04:45: Rebuilding a Career in Toronto04:45 - 06:14: Why Storytelling Wins Clients06:14 - 07:43: Biggest SMB Marketing Mistakes07:43 - 09:04: Building Long-Term Client Trust09:04 - 10:21: Simple Audience Segmentation10:21 - 12:03: Staying Consistent Without Repetition12:03 - 13:45: What Makes Email Marketing Work13:45 - 15:13: Where AI Helps and Where It Doesn't15:13 - 16:22: Personalization vs Authentic Brand Voice16:22 - 18:46: Rethinking Marketing Attribution18:46 - 20:25: Lessons From Career Reinvention20:25 - 21:52: Podcasting and Staying Current21:52 - 24:00: Closing Thoughts  Connect with Sakshi Jalan  https://www.linkedin.com/in/sakshiijalan limelightmarketingsystems.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Sakshi Jalan, Head of Success at Limelight Marketing Systems, didn't take the traditional path into marketing — she started in hospitality in Mumbai before relocating to Toronto and rebuilding her career from scratch. In this episode, she shares how skills like reading a room and staying composed under pressure translated directly into successful account management and client relationships.Sakshi opens up about the reality of job hunting in a new country — including 10 final-round interviews before landing her first roles — and how she learned to frame her international experience as an asset rather than a liability. She also dives into why storytelling is the most valuable skill in marketing today, the biggest mistake SMB owners make before launching campaigns, and how she builds long-term client trust through proactive honesty.The conversation covers practical strategies for audience segmentation without overcomplicating systems, how to maintain a consistent publishing rhythm without becoming repetitive, and what actually makes email marketing programs perform. Sakshi also shares her perspective on where AI genuinely helps in account management and campaign delivery — and where human judgment and accountability still can't be replaced.Rounding out the episode, Sakshi discusses balancing personalization with authentic brand voice, rethinking attribution beyond last-click models, and the mindset that's helped her stay grounded through multiple career reinventions.Whether you're an agency owner, marketer, or small business owner trying to build real client relationships, this episode is full of grounded, experience-based insight you can apply right away. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 00:57: Introduction00:57 - 02:31: From Hospitality to Marketing02:31 - 04:45: Rebuilding a Career in Toronto04:45 - 06:14: Why Storytelling Wins Clients06:14 - 07:43: Biggest SMB Marketing Mistakes07:43 - 09:04: Building Long-Term Client Trust09:04 - 10:21: Simple Audience Segmentation10:21 - 12:03: Staying Consistent Without Repetition12:03 - 13:45: What Makes Email Marketing Work13:45 - 15:13: Where AI Helps and Where It Doesn't15:13 - 16:22: Personalization vs Authentic Brand Voice16:22 - 18:46: Rethinking Marketing Attribution18:46 - 20:25: Lessons From Career Reinvention20:25 - 21:52: Podcasting and Staying Current21:52 - 24:00: Closing Thoughts Connect with Sakshi Jalan https://www.linkedin.com/in/sakshiijalan limelightmarketingsystems.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Sakshi Jalan on Storytelling, AI, and Client Trust in Marketing

In this episode, Kellis Landrum, Co-Founder at True North Social, unpacks how a graphic design background turned into an eleven-year-old marketing agency built on storytelling, SEO, and consistency. Kellis shares how he and business partner Kenny started out of an apartment in 2015, why "black magic" SEO clicked once he understood ranking fundamentals, and why the majority of True North Social's new business now comes directly from organic search. The conversation covers the difference between a brand and a commodity, why most company homepages fail to tell any real story, and how print design principles from the late 90s still shape how Kellis structures modern e-commerce and service pages today. He also breaks down EEAT, why consistency is the single biggest differentiator between brands that grow and brands that plateau, and how AI tools like Gemini are reshaping both search visibility and agency workflows. Kellis closes with candid advice for anyone considering starting their own agency: understand your finances, don't try to be good at everything, and treat your business as a team sport. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetings In this episode, we discuss: 00:00 - 00:33: Introduction00:33 - 08:19: Kellis's Background and the True North Social Origin Story08:19 - 13:15: Storytelling as the Foundation of Brand Growth13:15 - 19:13: Transitioning Print Designers to the Web19:13 - 23:39: Strategic Patterns Behind Sustained Growth23:39 - 26:15: Favorite AI Platforms and Search Insights26:15 - 29:42: Using AI to Speed Up Agency Workflows29:42 - 36:03: Advice for Aspiring Entrepreneurs36:03 - 37:52: Closing Thoughts  Connect with Kellis Landrum  https://www.linkedin.com/in/kellislandrum truenorthsocial.com  FOLLOW US Website: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

In this episode, Kellis Landrum, Co-Founder at True North Social, unpacks how a graphic design background turned into an eleven-year-old marketing agency built on storytelling, SEO, and consistency. Kellis shares how he and business partner Kenny started out of an apartment in 2015, why "black magic" SEO clicked once he understood ranking fundamentals, and why the majority of True North Social's new business now comes directly from organic search.The conversation covers the difference between a brand and a commodity, why most company homepages fail to tell any real story, and how print design principles from the late 90s still shape how Kellis structures modern e-commerce and service pages today. He also breaks down EEAT, why consistency is the single biggest differentiator between brands that grow and brands that plateau, and how AI tools like Gemini are reshaping both search visibility and agency workflows.Kellis closes with candid advice for anyone considering starting their own agency: understand your finances, don't try to be good at everything, and treat your business as a team sport. Get Your Exclusive AIO Growth Plan - We’ll kick off with a Live AIO Audit to see how shoppers find you, followed by Competitor Research to steal their spotlight: https://lunacal.ai/team/dws/dws-meetingsIn this episode, we discuss:00:00 - 00:33: Introduction00:33 - 08:19: Kellis's Background and the True North Social Origin Story08:19 - 13:15: Storytelling as the Foundation of Brand Growth13:15 - 19:13: Transitioning Print Designers to the Web19:13 - 23:39: Strategic Patterns Behind Sustained Growth23:39 - 26:15: Favorite AI Platforms and Search Insights26:15 - 29:42: Using AI to Speed Up Agency Workflows29:42 - 36:03: Advice for Aspiring Entrepreneurs36:03 - 37:52: Closing Thoughts Connect with Kellis Landrum https://www.linkedin.com/in/kellislandrum truenorthsocial.com FOLLOW USWebsite: https://www.digitalwebsolutions.com/Facebook: https://www.facebook.com/digiwebsolInstagram: https://www.instagram.com/dws_globalLinkedIn: https://www.linkedin.com/company/digital-web-solutions./

Kellis Landrum: Why Storytelling Outperforms Branding in Digital Marketing Today

Sip & Soar: Welcome to 'E-coffee with Experts' - Brewing Wisdom, One Expert Conversation at a Time. Grab Your Digital Mug, Let's Elevate Together!

Sip & Soar: Welcome to 'E-coffee with Experts' - Brewing Wisdom, One Expert Conversation at a Time. Grab Your Digital Mug, Let's Elevate Together!

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E-Coffee with Experts

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