Rooted In Revenue

Why Your SEO Foundation Determines AI Visibility

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Google First, AI Second: The Smart Agent Strategy

Your prospects aren't abandoning Google - they're using it PLUS asking ChatGPT, Perplexity, and Claude for deeper research.

Here's the reality: Google still processes 373 times more searches than ChatGPT. But the 1% of prospects using AI answer engines? They're your highest-intent leads spending 23+ minutes researching before they ever call an agent.

Most real estate professionals are asking the wrong question. Instead of "Should I optimize for AI or Google?" the question is "How do I dominate both?"

Maurice White, SEO lead at Mod Op and former real estate professional, reveals why your SEO foundation determines your AI visibility. You'll discover why 80% of getting found by ChatGPT, Claude, and Perplexity depends on fundamental SEO - and what that crucial 20% difference is that separates agents who get cited from those who remain invisible.

This isn't about replacing your Google strategy. It's about extending your reach to capture the early adopters who are doing deeper research and making more informed decisions before they contact agents.

If you serve local clients - real estate, HVAC, restaurants, professional services - this matters now, not later.

About Maurice White:

Maurice White is a Senior SEO Strategist at Mod Op with a unique background that bridges real estate and digital marketing. After spending over 10 years in the real estate industry as a broker's assistant, agent, and licensed broker, Maurice transitioned to leading SEO strategy for one of the industry's top agencies.

His hands-on real estate experience, combined with his technical expertise in data analysis and SEO strategy, gives him rare insight into how local businesses can leverage both traditional search optimization and emerging AI engine visibility. Maurice specializes in helping companies organize complex digital strategies, make data-driven decisions, and implement scalable SEO solutions.

 

BONUS ACTION LIST:

Here's the action list for this episode based on Maurice's insights:

Immediate Actions (This Week)

Test Your Current AI Visibility:

  • Go to ChatGPT, Claude, or Perplexity and ask questions about your market that you should be the expert on
  • Search: "Who are the most knowledgeable agents in [your area]?"
  • Ask: "What's the market like in [your specific neighborhoods]?"
  • Note if your name or business appears in the answers

    • Audit Your Current Content:

    • Review your last 20 social media posts
    • Count how many mention your specific market by name
    • Identify which posts could be used by any agent in any city
    • Calculate what you're actually paying per valuable, market-specific post

      • Foundation Check:

      • Verify your Google Business Profile is complete and optimized
      • Ensure your service areas are properly defined
      • Check that your website has basic contact information and location details
      • Review if your site loads quickly on mobile
        • This Month Actions

        SEO Foundation Audit:

        • Conduct a technical SEO audit of your website (or hire someone to do it)
        • Review your site's information architecture and navigation to ensure a logical progression to the next step, which should lead to a conversation.
        • Verify that schema markup is in place with all of your content. ASK the hosting company or developer. They may not know.
        • Assess your heading structure (H1, H2, H3 tags)

          • Content Strategy Development:

          • Create 5 pieces of content that answer specific questions about your market areas
          • Create a summary for key landing pages from your top-level navigation, ideally accompanied by a short video featuring you.
          • Add FAQ sections to key pages on your website - these become part of your content bank.
          • Write market-specific summaries for each neighborhood you serve - and revisit/edit a couple of times a year.
          • Include current data, statistics, and local insights in your content as stand-out boxes with H1, H2, H3 tags.
          • Then, create regular market update blog posts. 

            • Local Authority Building:

            • Set up a plan to post weekly to your Google Business Profile - something HELPFUL without having to click to get the info - but they can click and go to your site to the page with the details.
            • Join relevant local Reddit communities (professionally and helpfully)
            • Reach out to local publications for market commentary opportunities
            • Ask satisfied clients to leave detailed, specific reviews
            • How about you pick 2 industry businesses per month to review positively? Login on Google as your brand and do it.
              • Ongoing Strategy

              Content Creation System:

              • Develop templates that require local market data
              • Create a process for adding your unique insights to any AI-generated content
              • Plan quarterly updates to keep information fresh
              • Build relationships with other local business owners for cross-promotion

                • Measurement and Tracking:

                • Set up Google Search Console to monitor AI Overview performance
                • Use tools like SEMRush to track your visibility in the answer engines
                • Monitor which market-specific content gets the most engagement
                • Track leads that mention finding you through AI research

                  • Provider Evaluation: If you're currently paying for automated content, ask these questions:

                  • Do the automated posts I'm paying for reference my actual market area by name?
                  • Can I customize the post content with my local insights?
                  • Are these exact posts, or pretty similar posts and images, being used for other agents?
                  • How much control do I have over the messaging and tone?
                  • What's my cost per truly valuable post, if there are any?
                    • ...more
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                    Rooted In RevenueBy Susan Finch & Lany Sullivan
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