In this episode of the Kee To Growth Podcast, host Jen McKee welcomes Paul Olsen, chief innovator at So Good Team and a seasoned entrepreneur in the trades. Paul shares his journey from plumbing apprentice and pump truck driver to CEO of multimillion-dollar companies, and how his transition from Koala Cooling led to the birth of So Good Team. The conversation digs into the evolution of marketing for local home service businesses, the move from Google Maps optimization to AI-powered strategies, and the challenges and opportunities that come with staying agile as platforms change.

Paul and Jen discuss why niching down in marketing services can be more manageable than the many moving parts of running a home service company. They talk about the importance of intentional boundaries and authentic growth, noting that every company—regardless of industry—is fundamentally a marketing and sales organization offering a unique service. Paul details how So Good Team leveraged a proprietary system for Google Business Profile posts, adapting as Google's AI Gemini changed the landscape for local search. Their focus shifted from traditional PPC, LSA, and SEO to Google Maps and AI optimization, resulting in substantial growth even during down years for the industry.

The episode provides tactical advice for contractors looking to improve their online visibility with Google AI overview searches. Paul breaks down the new game: AI pulls answers from YouTube and Reddit first, making educational video content and interactive Reddit participation essential. He outlines steps for leveraging FAQs and blogs, discussing the critical role of local relevance and linking strategies that connect Reddit conversations to a business's website. Jen and Paul emphasize the value of creating content that answers real consumer questions, especially around pricing, transparency, and what makes your business unique in its market.

Throughout the conversation, Paul shares soft truths about self-leadership, imposter syndrome, and burnout—framing pain points as growth points—and highlights the power of knowing your numbers, holding yourself accountable, and building systems that keep your business healthy amid constant change. The episode closes with actionable suggestions and genuine insights for listeners navigating the messy middle of entrepreneurship in the trades, and why connection matters more than quick wins.

Timestamps: 00:00 - Welcome & Introduction: Jen sets the stage for actionable marketing insights 01:23 - Paul Olsen's Background: From trades to CEO and chief innovator 02:10 - The Koala Cooling Story & Transition to So Good Team 05:31 - Google Maps Optimization & Proprietary System Explained 06:13 - Dropping PPC/LSA & Growth with Google Maps Marketing 09:02 - Every Company as a Marketing Company: Why lead generation is essential 11:13 - Lessons from the trenches: Scaling service businesses, leadership, and accountability 12:16 - Google's Gemini Update & AI Shifts in Search Strategy 14:21 - YouTube, Blogs, FAQs, and Reddit: Tactics for AI Search Optimization 22:16 - Local Relevance in Content: Linking blog content and Reddit answers 27:27 - Google Business Profile: Algorithm, posting strategies, and photo relevance 30:22 - Departmentalizing GBP for Multi-Service Businesses 32:20 - Google's Shift to AI Overview & Commerce Platform Trends Connect with Paul Olsen / SO Good:

Paul Olsen Facebook: https://www.facebook.com/mustangv8302 Instagram: https://www.instagram.com/paul_olsen SO Good Facebook: https://www.facebook.com/teamsogood/ LinkedIn: https://www.linkedin.com/company/teamsogood/ Instagram: https://www.instagram.com/teamsogood_/ Youtube: https://www.youtube.com/@sogoodteam Tiktok: https://www.tiktok.com/@teamsogood_ Website: https://sogoodteam.com/

Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/

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The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com

This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/