Podcast Episode 261: Search Engines Tailor Results to Individuals—How to Manage It

Have you ever searched for your own business, seen yourself at the top of the page, and thought, "I’ve finally made it!"? The truth might be more personal than you think. In today's digital world, no two users see the same search results. From your GPS coordinates to your past browsing history, search engines like Google and AI models like ChatGPT are building a "For You" experience that makes traditional rank-tracking a thing of the past. In this episode, our Marketing Guides pull back the curtain on personalized search, explaining why you can’t trust your own browser and how to build a brand that stays visible across everyone’s unique screen.

What You’ll Get Out of This Episode

You will gain a deep understanding of the personalization factors—location, device type, and past behavior—that determine what your customers actually see. You’ll move beyond "old school" keyword tracking to a "Search Everywhere Optimization" mindset. Most importantly, you will learn how to unify your brand signals across multiple platforms so that you remain the trusted authority, regardless of how the AI chooses to summarize your business.

What You’ll Learn

The Reality of Personalized Search

• The Individual Lens: Why users sitting three blocks apart on different devices will see completely different results for the same query.

• The "Nodding Head" Test: Why 70-80% of users are turned off by generic experiences and how to make your brand "resonate" by matching their specific intent and emotion.

• The Illusion of Ranking: Why checking your rank on a normal browser is unreliable and how to use tools like Incognito mode or DuckDuckGo for a more "average" view.

Managing Your Brand in the AI Era

• Zero-Click Reality: How AI overviews are answering informational queries directly on the search page and why brand mentions across the web are now your most valuable asset.

• AI Memory & Context Windows: How AI models like ChatGPT learn your preferences over time and how businesses can feed these "neural networks" to increase their "weight" and authority.

• Search Everywhere Optimization (SEO): Shifting your strategy to be found on Reddit, Bing, Apple Maps, and niche forums—the places where LLMs go to find facts.

Technical and Strategic Foundations

• The Power of Thoroughness: Why leaving gaps in your online information allows AI to "hallucinate" or fill in the blanks with incorrect data.

• Schema & Structured Data: Using technical markup to help search engines and AI clearly understand your brand "entity".

• Internal Alignment: Why your marketing, sales, and customer service teams must provide a unified front to prevent AI from magnifying internal inconsistencies to your customers.

Connect with Our Marketing Guides

In a world where visibility is fragmenting, you need a strategy that covers all bases. Reach out to our experts to ensure your business is recognized, cited, and chosen:

• Ian Cantle – Expert in fractional CMO services and dental/healthcare marketing.

    ◦ Outsourced Marketing

    ◦ Dental Marketing Heroes

• Jeff Stec – Specialist in strategic marketing and tactical AI implementation.

    ◦ Tylerica Marketing Systems

• Paul Barthel & Ken Tucker – Leaders in local SEO, web design, and comprehensive marketing systems.

    ◦ Changescape Web

Ready to stop guessing and start growing? Hit that subscribe button and share this episode with a business owner who is tired of chasing "ghost" rankings!

Podcast Episode 260: Local SEO 2026—Authenticity, AI, and the Google Playbook

Are you ready to start 2026 with a boom? As the digital landscape shifts, small businesses are facing a new reality where traditional search is evolving into Generative Engine Optimization (GEO). While "big brands" can often get away with less personal marketing, local businesses have a massive advantage by building genuine community connections and radical authenticity. In this episode, our Marketing Guides break down the essential playbook you need to dominate local search over the next two years, from mastering the latest Google Business Profile updates to leveraging AI without losing your human touch.

What You’ll Get Out of This Episode

You will walk away with a clear strategic roadmap for 2026 that prioritizes human behavior and high-conversion tactics over trendy distractions. You’ll learn why your website remains the most important platform you actually own and how to ensure it feeds the Large Language Models (LLMs) that power modern search results. We also dive into the "speed-to-lead" revolution, showing you why responding within minutes—not days—is the new standard for winning hot leads.

What You’ll Learn

The Core of Local Marketing in 2026

• Why authenticity is a superpower: How small businesses can outshine international brands by getting involved in the community and building engaged email newsletters.

• The "Speed-to-Lead" System: Why you must use automations, SMS, and AI chatbots to ensure you never miss a lead, as customers no longer have the patience to wait.

• The truth about demographics: Why you must ignore stereotypes—especially regarding seniors, who are among the fastest-growing adopters of online search.

Platforms and Content Strategy

• Short-form video mastery: Why 6-second Instagram Reels are currently the top-performing content and how to use geotags to send the right signals to algorithms.

• The evolution of blogging: Moving from traditional SEO to feeding AI the authoritative content it craves across platforms like Reddit, LinkedIn, and niche forums.

• Balancing AI with a human touch: How to use AI for drafts and structure while avoiding "five-handed person" image fails and robotic, unedited text.

Google Business Profile & Technical Essentials

• GBP Verification Myths: The reality of how Google gives preference to brick-and-mortar locations with permanent signage over home-based businesses.

• The disappearing Q&A: Why rumors of Google removing the Q&A feature mean you must move those answers to your own website's FAQ section immediately.

• Technical SEO as a foundation: Why site speed, schema markup, and accurate directory citations across Bing, Apple Maps, and ChatGPT are more critical than ever.

Connect with Our Marketing Guides

Ready to take your 2026 strategy to the next level? Reach out to one of our experts for a deep dive into your business's marketing needs:

• Ian Cantle – Specialized in dental and healthcare marketing, as well as fractional CMO services.

    ◦ Dental Marketing Heroes

    ◦ Outsourced Marketing

• Jeff Stec – Strategy and tactical implementation expert.

    ◦ Tylerica Marketing Systems

• Paul Barthel & Ken Tucker – Local SEO, web design, and marketing systems specialists.

    ◦ Changescape Web

Don't forget to hit that subscribe button and share this episode with a fellow business owner who wants to win in 2026!

Why do Boomers, Gen X, Millennials, and Gen Z respond so differently to the same marketing message? In this milestone 250th episode, the Marketing Guides dive deep into the psychology, values, and trust factors that shape how different generations and cultures make buying decisions.

What You'll Discover:

🎯 The Trust Gap – Why people trust the government more than the media (and what that means for your marketing)

🧠 Decision-Making DNA – How life experience shapes whether buyers want guarantees or peer reviews, long-form content or 20-second videos

💡 The Personalization Imperative – 71% of consumers expect personalized experiences, and 76% get frustrated when they don't get it

⚠️ One-Size-Fits-All Risks – Why generic messaging wastes ad spend and fails to resonate with anyone

🎨 Tone & Language Strategies – From professional copy to meme-native content, how to speak each generation's language without being fake

🤝 Inclusivity Without Pandering – The fine line between authentic connection and forced diversity that pushes customers away

Practical Takeaways:

• How to structure offers and reduce risk for different age groups
• Why support channel preferences matter (and how AI is changing the game)
• First steps to adapt your marketing on a reasonable budget
• The power of segmentation in your CRM to deliver targeted messaging

Whether you're a Boomer business owner trying to reach Gen Z customers, or a millennial marketer navigating cross-cultural campaigns, this episode gives you actionable strategies to meet your audience where they are—authentically.

Ready to transform your marketing strategy? Connect with our expert guides:

🔗 Ian Cantle – Outsourced Marketing: outsourcedmarketing.ca

🔗 Ken Tucker & Paul Barthel – Change Scape Web: changescapeweb.com

🔗 Jeff Stec – Tylerica Systems: tylericasystems.com

Don't let generational gaps cost you customers. Subscribe now and discover how to create marketing that resonates across every demographic!

🎙 Episode 259 — The One Marketing Strategy You Need in 2026

The marketing world is shifting faster than most businesses can keep up with. AI-driven search, answer engines, channel fragmentation, rising ad costs, and evolving consumer habits are creating a landscape where old marketing playbooks no longer work. In this episode of the Marketing Guides for Small Businesses Podcast, the team tackles the single most important strategy every business must embrace to grow in 2026: an AI-informed, strategy-first, omni-channel marketing system.

Ian, Ken, Paul, and Jeff break down why random marketing activities—social posts, blogs, scattered ads, or dabbling with AI tools—are no longer enough to compete. Instead, businesses need an approach that blends strategic clarity, AI-powered insights, and consistent execution across multiple channels.

You’ll hear why AI is no longer optional, how it can accelerate planning and content creation, and how to “train” AI tools to write in your brand voice. The team explains why human oversight is still essential, but also why ignoring AI now puts you at an immediate disadvantage in visibility, relevance, and speed.

This episode explores the elements of a modern marketing system, including customer journey mapping, ideal customer profiling, content pillar development, and the importance of showing up everywhere your audience is—search, social, email, long-form content, and more. The hosts reveal how an omni-channel presence increases trust, supports higher rankings, and reduces dependency on paid ads or referrals.

You’ll also learn about AEO (Answer Engine Optimization) and why preparing for AI-driven search now will give you a decisive advantage as platforms shift from traditional search results to AI-generated responses. The team emphasizes that the businesses who act early will win—not because the tactics are new, but because the underlying strategy becomes more important than ever.

If you’re tired of unpredictable leads, overwhelmed by channel choices, or frustrated by marketing that feels unclear and inconsistent, this episode gives you a practical roadmap for building a system that actually works in 2026 and beyond.

⏱ Timestamped Table of Contents

00:00 – Welcome Back

Ian introduces the episode and invites listener participation.

00:27 – The Big Question

What is the one marketing strategy businesses must embrace in 2026?

00:52 – The Shift Toward Real Growth Systems

Why small businesses need focus—not more noise.

01:04 – What Businesses Must Embrace

The foundation: an AI-informed, strategy-first omni-channel system.

01:23 – Why AI Can’t Be Ignored

AI isn’t going away—businesses must learn to use it effectively.

01:41 – The Role of AI in Content & Strategy

How AI helps with ideas, research, structure, buyer profiles, and brand voice.

02:27 – Human Vetting Still Matters

AI amplifies your voice—but you must guide it.

02:38 – Why Omni-Channel Is Essential

Relying on a single tactic or channel is too risky in 2026.

02:50 – The Danger of Single-Source Strategies

Paid ads and referrals alone won’t sustain growth.

02:56 – Local Search Is Changing Too

AI search hasn’t fully hit local SEO yet—but it will soon.

03:11 – Why Preparing Early Matters

AEO preparation positions you ahead of competitors.

03:25 – The Benefits of AEO

Your optimization becomes the high-quality work you should have done anyway.

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/

🎙 Episode 258 — How to Escape From Random Acts of Marketing in 2026

As AI search engines, answer engines, and consumer behavior shift dramatically heading into 2026, the businesses that win won’t be the ones doing more marketing—they’ll be the ones doing marketing intentionally. In this episode of the Marketing Guides for Small Businesses Podcast, the team tackles one of the biggest challenges facing small and medium-sized businesses today: Random Acts of Marketing.

Most businesses aren’t failing because they lack activity—they’re failing because they lack a system. With owners and teams wearing too many hats, marketing becomes reactive, inconsistent, and disconnected from strategy. The result? No predictability. No measurement. No scalable growth.

In this forward-looking episode, the team breaks down what a real marketing system looks like in 2026 and why relying on disconnected tactics—social posts, blogs, ads, emails, or AI tools—without an overarching strategy creates chaos instead of results. You’ll learn why a strategic foundation, content silos, consistent execution, and proper measurement matter more than ever.

The hosts explain the common symptoms of Random Acts of Marketing:

• No clear plan
• No defined goals
• No consistent metrics
• No dedicated owner of marketing
• Multi-vendor chaos
• No alignment between activities and outcomes

You’ll hear how to develop a system that compounds over time, supports more predictable lead flow, and positions your business to thrive in an AI-first search environment. The team discusses how strategy informs tactics, why measurement creates clarity, and how systematizing marketing reduces overwhelm while strengthening long-term visibility.

As AI changes how people search and buy, the companies that rely on random, scattered efforts will lose ground quickly. This episode equips you with simple, practical steps to stop reacting, start planning, and build a marketing engine that works consistently—even when platforms, algorithms, and search behaviors shift.

If you want predictable growth, better results, and a smarter approach to marketing in 2026, this episode will show you exactly where to start.

⏱ Timestamped Table of Contents

00:00 – Looking Ahead to 2026

AI search is changing everything—and marketing systems must evolve.

00:10 – The Critical Question

Is your marketing system actually a system?

00:27 – Why Businesses Struggle

The issue isn’t doing too little—it’s doing too much without strategy.

00:32 – Tactics vs. Strategy

Why confusing the two leads to weak results and overwhelm.

00:44 – What a Marketing System Looks Like

Predictability, sustainability, measurement, and structured execution.

00:52 – Why Tactics Alone Don’t Work

Random activities fail without a strategic backbone.

01:08 – Defining Strategy in 2026

Content silos, directional planning, and structured visibility.

01:25 – Turning Activities Into Results

How strategy transforms scattered execution into growth.

02:22 – The Power of Systematization

Why systems produce consistency, efficiency, and clearer insights.

02:28 – Marketing Confusion Explained

Why many business owners don’t know what’s happening in their marketing.

02:42 – The Need for a Clear Plan

Without a roadmap, you can’t measure or improve anything.

03:07 – No Goals = No Success

Why KPIs and benchmarks matter more than ever.

03:21 – Measuring What Matters

You can’t succeed if you don’t define and track success.

03:29 – The Dedicated Owner Problem

Marketing fails when “everyone” owns it—which means no one does.

03:50 – Multi-Vendor Chaos

How scattered providers create Random Acts of Marketing.

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/

🎙 Episode 257 — Local Search Ranking Factors for 2026

Local search is evolving faster than ever, and 2026 is shaping up to be a defining year for small businesses trying to stay visible in Google Search and Google Maps. In this episode of the Marketing Guides for Small Businesses Podcast, the team breaks down the newest insights from the 2026 Local Search Ranking Factors Report by Whitespark and explains what business owners must prioritize now to stay competitive in an AI-driven, answer-engine world.

Paul, Ken, Ian, and Jeff explore what’s changed, what hasn’t, and what matters more than ever for ranking locally. Some fundamentals remain rock-solid—like Google Business Profile optimization and accurate business information—but other elements have surged in importance due to Google’s shift toward AI-generated summaries and conversational search journeys.

This episode covers essential ranking factors including category selection, NAP consistency, keywords in your business description, and the rising influence of AI-powered engagement signals. You'll hear why Google Business Profile remains the foundation of local visibility, why categories outweigh keywords, and how choosing the wrong primary category can instantly limit ranking opportunities.

The team also explores the growing impact of consumer behavior signals such as clicks, calls, website visits, messaging, and real-world interactions—all of which influence Google’s evolving algorithms. You’ll learn how AI uses these signals to determine whether your business is genuinely relevant to a searcher’s intent.

Additional topics include reviews, proximity, link building, and on-page optimization—along with how each fits into a future where answer engines increasingly replace traditional search result pages. The team offers practical guidance on positioning your business for today’s search ecosystem and the AI-driven landscape coming in 2026.

If you want clarity on where to invest your time, how to future-proof your rankings, and what truly moves the needle in local search, this episode provides a clear roadmap.

⏱ Timestamped Table of Contents

00:00 – Welcome & Overview

Paul introduces the episode and the 2026 ranking factor discussion.

00:12 – What’s Changed and What Hasn’t

How AI and search behavior are reshaping local SEO.

00:27 – Importance Levels Are Shifting

Why some factors matter more in 2026.

00:30 – AI’s Growing Impact

If you’re not using AI tools for optimization, you’re falling behind.

00:39 – Source of the Data

Overview of Whitespark’s 2026 Local Search Ranking Factors Report.

00:51 – The Foundation: Google Business Profile

Why GBP optimization remains the #1 ranking factor.

01:02 – Most Important Elements of GBP

Ownership, accuracy, and the basics every business must get right.

01:15 – NAP Consistency Still Matters

Not as critical as before, but still a key trust signal.

01:29 – Preparing for Answer Engine Optimization

How AI summaries change local strategy.

02:00 – Ownership & Cleanup First

Ensure your business info is correct everywhere online.

02:13 – Categories: Still a Power Factor

Why your primary category is your most important choice.

02:40 – Choosing Categories Wisely

Less is more—avoid category overload.

02:51 – How Categories Drive Calls & Clicks

Maps listings generate most interactions, so accuracy matters.

03:10 – Secondary Categories & Keyword-Rich Descriptions

Supporting categories help—but descriptions must be strategic.

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/

🎙 Episode 256 — Special Guest Emma Rainville: Marketing Magic Meets Operational Mastery — Turning Leads into Loyal Clients

In this powerful episode of the Marketing Guides for Small Businesses Podcast, the team welcomes Emma Rainville, a 30-year operations veteran known as the Wizard of Ops. Emma brings a rare blend of operational expertise and marketing insight, revealing the hidden reasons why many businesses fail to convert leads—even when their marketing is working perfectly.

Emma explains the often-overlooked truth: operations, fulfillment, and internal processes determine whether leads become loyal, high-value clients. Marketing can generate demand, but without an optimized backend, businesses lose sales, damage retention, and stunt growth.

This episode uncovers the root causes of lead drop-off, such as unclear delivery processes, misaligned expectations, poor onboarding, and internal gaps between marketing, sales, and fulfillment. Emma walks through how to diagnose these issues, how to ensure handoffs don’t fall apart, and how to build a seamless customer journey that delivers consistency, confidence, and repeat business.

You’ll learn why listening to current customers is the key to improving your offerings, how fulfillment insights can inform better marketing, and why many businesses don’t know what problem they actually solve—because the process has never been mapped. Emma also shares how she helps businesses find “operational magic” by identifying missing or broken systems that directly impact revenue.

The team digs into the practical side too: effective communication, expectation setting, quality control, and building processes that scale. Emma explains how even small improvements can dramatically improve close rates and lifetime value. Her perspective bridges the gap between the promise marketing makes and the experience fulfillment delivers—creating alignment that fuels growth.

If you’ve ever wondered why leads don’t convert, why customers don’t stay, or why your business feels harder than it should, this episode will give you clarity and a roadmap for stronger, more profitable operations.

⏱ Timestamped Table of Contents

00:00 – Welcome & Introduction

Ken introduces special guest Emma Rainville and sets up the focus on operations.

00:12 – Why This Conversation Is Different

Marketing is only half the puzzle—operations complete the picture.

00:27 – Meet Emma: The Wizard of Ops

Emma shares her background and how she earned her nickname.

01:00 – Why Leads Don’t Convert

The hidden operational issues that sabotage sales.

01:28 – Mapping the Customer Journey

Why businesses struggle when their delivery process isn’t defined.

01:42 – Listening to Existing Customers

How customer feedback reveals what to fix and what to sell next.

02:07 – Bridging Marketing and Fulfillment

Aligning promises with delivery to build trust and loyalty.

02:28 – Identifying Gaps in Process

Where most businesses lose momentum and clients.

02:59 – Improving Sales Funnels Through Operations

Operational clarity increases conversion and long-term value.

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/

🎙 Episode 255 — Is Your Website Sabotaging Your Success?

Your website is the digital face of your business—but is it secretly driving customers away, lowering your Google rankings, and quietly sabotaging your success? In this episode of the Marketing Guides for Small Businesses Podcast, the team breaks down the hidden issues that cause even “good-looking” websites to underperform or outright fail.

Ian, Ken, Paul, and Jeff explore one of the biggest myths they see in the small-business world: owners believing their website is fine because it looks fine. The truth? A beautiful website can still destroy rankings, kill conversions, and block qualified leads from ever reaching your inbox.

This episode reveals the most common website blunders—from structural problems to missing content to poor user experience—that silently hurt businesses every day. You’ll learn why design alone isn’t enough, why Google cares deeply about what’s behind the scenes, and how technical mistakes can tank your visibility without you ever knowing.

We cover the fundamentals every business must get right: site architecture, clean navigation, fast load times, mobile usability, security, content strategy, and clear calls to action. You’ll hear why overly complex directories and deep page hierarchies confuse both users and search engines, and how simplifying your structure can immediately improve rankings.

You’ll also learn how small-but-critical issues like outdated plugins, bloated builders, and missing schema markup reduce your competitiveness in search results. The team explains how to diagnose these problems and what steps to take to turn your site into the sales and ranking engine it should be.

Whether you’re a DIY website builder, working with an agency, or managing an older site that’s “just been sitting there,” this episode will help you bust myths, spot hidden pitfalls, and finally get your website working for you instead of against you.

If you’ve ever wondered why your website isn’t performing—or you suspect something is off—this is the episode that will clarify what’s happening and show you how to fix it.

⏱ Timestamped Table of Contents

00:00 – Welcome & Episode Setup

Why this topic is critical for business owners.

00:19 – Is Your Website Hurting Your Rankings?

Introducing the idea that many websites secretly sabotage success.

00:29 – The “Looks Good = Works Good” Myth

Why design alone is misleading—and often dangerous.

00:44 – When Site Designs Hide Serious Problems

Real examples of sites owners thought were great but were actually disasters.

00:54 – The Blunders Holding Your Website Back

What Google sees that owners don’t.

01:07 – Turning Your Website Into a Sales Machine

Fundamentals that transform performance and rankings.

01:15 – Ideal Listeners for This Topic

From DIYers to long-time site owners, this episode has value for all.

01:29 – Technical Website Issues That Hurt SEO

Ken breaks down structural, organizational, and foundational mistakes.

02:04 – “Pretty” Websites That Perform Poorly

Why attractiveness doesn’t equal effectiveness.

02:14 – The Importance of Proper Website Structure

How the underlying foundation influences rankings.

02:29 – Businesses With Different Needs

When a simple site is acceptable—and when it’s not.

02:42 – Behind-the-Scenes SEO Essentials

Why hidden elements matter as much as what users see.

02:57 – Overly Complicated Architecture

How deep directories and messy hierarchies confuse Google.

03:03 – Creating Logical, Simple Navigation

A better way to organize your pages for humans and search engines.

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/

In this episode of the Marketing Guides for Small Businesses Podcast, we welcome Stewart Cohen, award-winning photographer, filmmaker, and founder of SC Pictures. Stewart shares valuable insights from decades of working with major brands and agencies, highlighting the power of personal connection, relationship-building, and authentic storytelling in today’s fast-moving marketing landscape.

Stewart explains why first-time clients often hire based on work or price, but long-term clients return because of the connection you build. He describes how nurturing relationships over months or even years is essential in industries with long sales cycles. We discuss practical strategies for staying top-of-mind without overwhelming prospects, including personal outreach, industry visibility, and thoughtful content that positions you as a trusted authority.

As the conversation expands, Stewart outlines how constant industry change—from mergers to shifting buyer roles—makes platforms like LinkedIn essential for staying informed and maintaining relationships. He also shares why he still reads print media and industry reports daily, and how surprising insights often lead to meaningful client touchpoints.

Naturally, the discussion turns to AI. Stewart is candid about how AI tools are transforming creative work—from pre-production to content ideation—and why the genie isn’t going back in the bottle. We explore the gray areas of AI-generated content, copyright concerns, and the global differences in how companies are already using AI at scale. Stewart emphasizes that creatives must evolve with technology, just as they did with digital cameras, Photoshop, and mobile photography.

The episode also dives into branding lessons. Stewart shares why brands often get tired of their own identity long before customers even recognize it—meaning frequent rebrands often destroy hard-earned equity. We compare small-business identity to big-brand campaigns and discuss why evolution beats revolution in long-term brand building.

Next, we explore how video production is changing. Stewart talks about the shift toward vertical formats, low-budget video options, and storytelling that works in today’s fast-scroll environment. He explains how small businesses can use simple, authentic video to create meaningful engagement without massive production budgets.

Other topics include:

• Staying authentic in a world full of overproduced branding
• How industry consolidation affects small service providers
• Why clear expectations improve client satisfaction
• What consistency in deliverables means for production teams
• The importance of respecting clients’ spaces and time during shoots
• The rising cost of paid media and what small businesses must consider before investing in Google or LinkedIn ads
• How to reverse-engineer advertising budgets based on customer acquisition cost
• Why licensing existing content can be a smart, cost-effective option

Stewart closes the episode by sharing where listeners can explore his work—at stewartcohen.com, on LinkedIn, on Instagram @scpictures, or through his stock media platform superstock.com.

This episode is packed with practical, real-world wisdom for marketers, creators, and small-business owners who want to level up their storytelling, build stronger relationships, and navigate the rapidly changing world of video and content creation.

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/

Digital PR has become one of the most powerful SEO multipliers for small businesses—but most owners still think PR is just press releases. In this episode of the Marketing Guides for Small Business Podcast, the team breaks down how modern digital PR drives rankings, E-E-A-T authority, brand visibility, and trust at scale.

Ken, Paul, Ian, and Jeff dive into real-world tactics including media outreach, expert sourcing platforms like HARO/Help a Reporter Out, link-earning strategies, data-driven storytelling, thought leadership, and how AI is transforming both the PR pitch process and newsroom workflows.

You’ll learn how Google evaluates authority, the role of high-quality backlinks, what makes journalists actually respond, and the PR assets every small business should develop right now.

If you want more organic traffic, stronger brand credibility, and more people talking about your business—this episode is a must-listen.

⏱ TIMESTAMPED TABLE OF CONTENTS

00:00 – Welcome & Episode Overview

The hosts introduce the topic of digital PR, why it's misunderstood, and how it connects to SEO, trust, and visibility.

00:30 – What Is Digital PR?

Ken explains how digital PR differs from traditional PR and why online media coverage matters more today.

00:52 – Press Releases vs. True PR

Why a single press release isn’t enough—and what modern PR campaigns actually look like.

01:40 – Why Digital PR Matters for SEO

How earned media, backlinks, and branded mentions signal authority to Google.

02:40 – High-Value Links, Brand Mentions & E-E-A-T

Discussion of link quality, topic relevance, and how PR contributes to Expertise, Experience, Authority, and Trust.

03:10 – Building Brand Authority Through Thought Leadership

How small businesses can position themselves as go-to experts in their niche.

04:20 – Tactics: How to Earn Links & Media Coverage

Story mining, sourcing platforms, journalist relationships, pitch structure, and leveraging unique data.

06:30 – The Role of Storytelling in Digital PR

How compelling angles increase journalist response rates.

08:45 – Social Proof & Reputation Signals

Using PR wins to improve conversions, trust, and brand perception.

10:00 – AI and the Future of Digital PR

How AI tools can help build media lists, tailor pitches, and analyze journalist interests.

12:00 – Common PR Mistakes Small Businesses Make

And how to fix them fast.

14:30 – How to Measure PR Success

KPIs including link quality, DR/DA, referral traffic, brand search lift, and media pickup.

16:00 – Final Takeaways & Action Steps

Where small businesses should start with digital PR today.

🎧 Perfect for You If…

• You want higher Google rankings without pumping money into paid ads
• You need credible backlinks that actually move the SEO needle
• You want to build brand authority and be seen as the expert in your local market
• You’ve heard of PR… but never knew how to make it work for small businesses

🌐 Connect With Your Marketing Guides

• Ian Cantle — Outsourced Marketing & Dental Marketing Heroes
• https://outsourcedmarketing.ca
• https://dentalmarketingheroes.com
• Ken Tucker & Paul Barthel — Changescape Web
• https://changescapeweb.com
• Jeff Stec — Tylerica Marketing Systems
• https://tylericasystems.com/