The Avalanche Podcast

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Some of the highest-intent searches in Google include your competitors’ names. 

In this episode, Lance explains why alternative pages attract buyers who are already evaluating options. He breaks down how to structure honest comparisons, clarify fit, and position your brand without attacking others. 

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Most blog posts hide the real answer too far down the page.

This episode covers a simple content upgrade that improves trust, engagement, and clarity in Google and AI search.

Learn why skimmers matter, how summaries help search engines understand your content, and how this small change can compound across your site.

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Before investing in SEO, you need to know what you’re actually up against. 

This episode walks through a simple process to measure how competitive a topic really is using Semrush. Learn how to evaluate how much surface area competitors own, decide whether a campaign makes sense, and use competitive data as a benchmark, not a blueprint. 

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AI mention tracking tools promise visibility and influence, but most of them can't be verified. 

In this episode, Lance explains why AI visibility scores and citation metrics fail basic trust checks and what signals actually matter instead. You will hear how to track AI referrals, watch for brand lift, and validate whether AI is helping your business.

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#MarketingMomentum #MarketingPodcast #AISEO #SearchMarketing #DigitalMarketing #AvalancheCreative 

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This episode covers one of the most overlooked EEAT mistakes online: publishing expert content without making the expert obvious.

Lance talks about why anonymous advice creates doubt for humans and weak signals for Google and AI.

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#MarketingPodcast #SEO #EEAT #ContentStrategy #AvalancheCreative 

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This episode covers why the marketing funnel no longer reflects how people actually buy. 
 

Lance talks about the quiet lie behind funnel thinking and why buyers move in non-linear, unpredictable ways. You will hear why designing for re-entry, recognition, and trust works better than forcing people through stages. 

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#MarketingPodcast #BuyerJourney #ContentStrategy #DemandGeneration #AvalancheCreative 

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This episode covers a Google update that is already impacting local service visibility. 

Lance breaks down Google’s new filter chips and explains why businesses without clearly labeled estimate pages are getting filtered out. 

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#MarketingPodcast #LocalSEO #GoogleUpdates #AvalancheCreative 

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This episode covers how to shift your website from product-focused to role-focused.

Lance explains why buyers identify as roles with goals and how websites lose conversions when visitors have to translate the message themselves. You will hear how to identify your top buyer roles, map out what they want, and build simple UX flows that guide them to the right page faster. 

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#MarketingPodcast #BuyerPersonas #WebsiteConversion

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This episode covers how to break the cold start in your marketing.

Lance talks about the blank page problem and how AI helps you find your footing faster. You will hear how to turn rough drafts into direction, uncover gaps in your content, and build a smoother path from idea to output. 

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#MarketingPodcast #SEO #AIForMarketing #ContentMarketing #AvalancheCreative

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We're finally bringing the podcast back after a 4.5-year break to share the messy, real-life journey of starting a business. If you want to be an entrepreneur but don't think you're ready, this is for you—we started out broke, in debt, and had no idea what we were doing! Now, we've got a seven-figure, remote agency, two kids, and we're on the path to early retirement. Tune in to hear how we learned everything the hard way, built our dream life, and why you can totally do it too.

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