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john jantschOverview

On this solo episode of the Duct Tape Advertising and marketing Podcast, John Jantsch tackles the evolving world of search engine optimization—and why it’s time to focus much less on “rankings” and extra on holistic digital visibility. John walks by a sensible step-by-step visibility audit, highlighting the important thing areas each enterprise should evaluation: from AI overviews and Google Maps to opinions, media mentions, E-E-A-T, and content material structured for contemporary search and reply engines. Whether or not you’re a neighborhood enterprise or a nationwide model, this episode will aid you see the place you actually stand (and what to repair first).

In regards to the Host

John Jantsch is a advertising and marketing advisor, speaker, and writer of a number of best-selling books together with Duct Tape Advertising and marketing and The Final Advertising and marketing Engine. He’s the founding father of Duct Tape Advertising and marketing, a trusted useful resource for small enterprise house owners and entrepreneurs trying to simplify and succeed with their advertising and marketing.

Actionable Insights

  • search engine optimization isn’t lifeless, but it surely’s now about visibility—not simply rankings. Assume: the place are you seen when prospects are looking out, asking, or being referred?
  • Audit your presence in Google’s AI overviews: Search your high merchandise, providers, and model questions in Google and see if what you are promoting is cited.
  • Test your native pack presence: Are you showing in Google Maps outcomes for related native searches?
  • Assessment quantity, freshness, and sentiment matter: Google (and prospects) search for present, constant, constructive opinions—particularly on Google Enterprise Profile, Yelp, and business websites.
  • Media mentions and authority: Are you being cited by credible sources, business publications, or native media? These drive authority with each search engines like google and AI fashions.
  • E-E-A-T (Expertise, Experience, Authority, Belief): Are you demonstrating actual proof in your web site (bios, testimonials, clear pricing, case research, authentic analysis, schema markup)?
  • Construction content material for AI: Step-by-step guides, FAQs, tables of contents, quick solutions, and conversational Q&A lift your probabilities of being surfaced in AI and reply engines.
  • Add CTAs in all places: Be certain each key web page and content material part has clear calls to motion—don’t make individuals hunt for how one can contact, name, or purchase.
  • Use instruments and checklists: Instruments like Gumshoe.ai and a structured audit guidelines will aid you monitor and enhance your visibility throughout all touchpoints.

Nice Moments (with Timestamps)

  • 00:01 – Why search engine optimization Isn’t Useless—However Visibility Is What Issues
    John reframes the dialog from rankings to real-world visibility.
  • 01:35 – Parts of a Visibility Audit
    The step-by-step guidelines: AI overviews, native pack, opinions, media mentions, E-E-A-T, content material match, and CTAs.
  • 02:25 – Utilizing Instruments Like Gumshoe.ai for AI Visibility
    Easy methods to examine your model’s presence in AI solutions.
  • 03:34 – The Energy of Native Pack and Critiques
    Why freshness, quantity, and sentiment of opinions matter for each belief and search.
  • 04:44 – Authority & Media Mentions
    How being cited by credible sources impacts your search and AI rating.
  • 05:45 – E-E-A-T in Motion
    Demonstrating experience and belief in your web site for each search engines like google and people.
  • 07:09 – Structuring Content material for AI and Fashionable Search
    Why FAQs, step-by-step guides, and clear solutions are the brand new key phrase technique.
  • 08:29 – CTAs: The Remaining Visibility Step
    Make it clear and straightforward for guests to take the following step.

Insights

“Visibility is the brand new search engine optimization—exhibiting up in AI, maps, opinions, and media is what actually issues now.”

“A single, robust evaluation within the final month is price greater than 100 from three years in the past.”

“AI and reply engines reward structured content material—step-by-step guides, FAQs, and quick, clear solutions.”

“Don’t simply rank—be seen, be trusted, and make it simple for individuals to take motion.”


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