The Avalanche Podcast

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Most teams have no reliable way to connect website changes to performance data. That is the problem Lance built Page Pulse to solve. 

In this episode, Lance walks through Page Pulse, a free tool he built to track changes on web pages and overlay them directly against performance data. You will hear how to get it set up in minutes, how to track competitor pages, and how the data compounds over time into patterns that actually help you make better decisions. 

Get started for free at pagepulse.dev.

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 #MarketingPodcast #SEO #ContentMarketing #AvalancheCreative

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AI can help you build the plane, but it still can't fly it.

In this episode, Lance breaks down what AI can and can't do for your marketing. It will design websites, write copy, and build reports, but it can't own the outcome that matters, which is business growth. He shares an exercise that maps every AI-assisted project from the past year against its results, so you can see where human judgment is doing the heavy lifting.

You'll leave knowing where AI belongs in your marketing and where an experienced person still needs to be in the cockpit.

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#MarketingPodcast #AISearch #MarketingStrategy #SEO

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AI can help you publish faster, but it can't make you stand out.

In this episode, Lance breaks down why the barrier to good-enough marketing has collapsed and why that's a problem when everyone uses the same tools. He explains what AI can't replicate, from lessons learned to customer stories to proof that your team did the work, and walks through a commodity audit you can run on your most important pages.

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Sometimes the best way to grow your content is to publish less of it. 

In this episode, Lance makes the case for auditing your website before you add anything new. Search engines and AI tools reward expertise and trust, so a site cluttered with thin or outdated pages can hold your best work back. He walks through a four-part framework for deciding what stays, what gets fixed, what gets cut, and what's missing.

You'll walk away with a simple plan to clean up your content and a habit worth repeating every year.

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#MarketingPodcast #SEO #ContentMarketing #AISearch

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Now that AI is in the mix, your website is more important than ever.

In this episode, Lance explains why your website still matters, even as organic traffic drops. It's the place AI tools like ChatGPT, Gemini, and Claude learn about your business and decide whether to recommend you. He also shares a simple audit you can run to find the spots where your site leaves AI guessing.

You'll walk away with a simple way to see your site through an AI's eyes and a short list of gaps worth fixing.

Subscribe to catch every new episode. #MarketingPodcast #SEO #AISearch #DigitalMarketing

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Two studies say opposite things about AI visibility. One says authority wins. One says freshness wins. Both are right, and both are incomplete. 

In this episode, Lance breaks down what these studies were actually measuring, why headline-reactive marketing gets teams into trouble, and how to build a better strategy around your actual buyers and business goals.

Subscribe to get every new episode. #MarketingPodcast #SEO #ContentMarketing #AvalancheCreative  

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You do not rise to the level of your goals. You fall to the level of your systems.

In this episode, Lance breaks down why marketing goals without a proven system behind them rarely produce results. You will hear how to identify who owns what, which weekly activities are actually driving business growth, and how to build the kind of consistency that compounds over time.

Subscribe to get every new episode. #MarketingPodcast #MarketingStrategy #SEO #AvalancheCreative 

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Copying what worked for a well-funded company is one of the most common traps in marketing. The tactic looks great on LinkedIn, but the tactic alone did not create the success.

In this episode, Lance breaks down how to stop chasing playbooks that were never meant for your business and start building from your actual constraints, your real advantages, and what your customers are telling you directly.

Try Page Pulse free at pagepulse.dev.

Subscribe to get every new episode. #MarketingPodcast #MarketingStrategy #SEO #AvalancheCreative

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Google created a fingerprint of your page the first time it crawled it. Every update since then gets compared to that original. If the difference is not meaningful, Google moves on. 

Lance explains what actually triggers Google to re-evaluate your content, walks through what counts as a real change, and introduces a free tool called Page Pulse to help you track what is actually impacting your visibility.

Try Page Pulse free at pagepulse.dev.

Subscribe to get every new episode. #MarketingPodcast #SEO #ContentMarketing #AvalancheCreative

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When you ask AI a question, you get one clean answer. What you don't see is that one prompt triggered up to 15 separate searches behind the scenes. If your content isn't showing up in those searches, you don't exist in the response.

In this episode, Lance breaks down how AI actually builds its answers and walks you through a simple activity to find exactly where your business is missing.

#SEO #AISearch #MarketingPodcast #AvalancheCreative

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