John Jantsch (00:03.01)

Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch and no guest today. Again, some of you that have been following along may recall I am doing the seven steps to small business marketing success. This is actually episode number three, step number three. So you can check out in the show notes the past sessions as well if you're just trying to catch up. But today I want to talk about this re new reality. our businesses have

possibly become invisible to AI search. In fact, I want you to do this test.

John Jantsch (00:43.394)

Go to Chat CPT Perplexity Claude, take your pick, right? Type in three questions that your best customers look for or ask when they are looking for a business like yours. Not anything about your particular business, but the the problems they're trying to solve, the the issues that they have. something that they would ask before hiring somebody you. Now, we you can stop the episode right now and do that. I'll wait. but.

John Jantsch (01:16.44)

Describe what mu what you find. think about what you find. Is it nothing? Is it you? are you dominating? That would be awesome, of course. that's a new reality. and this isn't a future problem. This isn't coming. this is a current one. Now, a lot of local businesses are still showing up in in Google and Google Maps, and that's still important, but it's it's fading a bit, right? people, I don't know if it's right or not, but people go today and when they see those like.

Best remodeling contractor in SoSo City, and AI tells them three companies, they believe it. because they've ty typically typed in who do kitchens in older home homes who blah, blah, blah, blah. So it's a very specific type of search now. And the results that come up there are the ones that are winning. so are you coming up there or are your competitors coming up there? I mean, this is this is how research is being done today. and and I think

A lot of small businesses are still optimized for, I don't know, 2019. when all you needed to do, boy, if you showed up on that Google Maps or you showed up in in Google search, then that, you know, that was really all it took. I think this is an opportunity. I mean, I think the founders who act now still absolutely have the the opportunity. It's kind of like when we first went online, we first started blogging, all those kinds of things.

The opportunity now is to actually be first in AI search. So what's changed? for 20 years, as I said, you know, Google, can Google find you? I mean, in a lot of ways, we got lazy because that was the only question you really had to answer. it it still applies. It's just not the whole answer anymore. so what we have to do or or we have to think in terms of is not just

search results, keyword phrases, all the things that were thrown around by SEO folks so much. We have to be findable, we have to be credible, and we have to be retrievable. Those are three things I really want to talk about. And and it's not I I'm not here to talk about how to hack SEO or how to hack, you know, GEO or whatever new term they're gonna come up w with, you know, for for these various engines. It's really just more a matter of how

John Jantsch (03:39.276)

We have to get our story out the same way we always have. It's just sometimes you have to adapt to the new realities of of the buyer. I mean, and I think that's something that doesn't get said enough, is that we're not reacting to the new realities of AI or of Google. We're reacting to how people choose to buy today. And that's really if you keep that in mind, and you keep in mind what they have available to them, that's what we need to really respond to and not just.

Some new platform or some new tool or some new trend or some new hype. All right. So findable. there really is traditional search, social search, and now AI mediated. I don't know what we would call it, search. Those are the three kinds of search that we have to to respond to today. And again, most people have really just thought about one of those. So topic authority.

Think about that. It used to be keywords, right? We we wanted to have a page that that we optimized for you know three or four keywords that people would search and that the search engines would would actually be keyed on. and today it's really more about topic authority, a deep, rich topic authority.

That you can actually prove that you were an expert in, not that you can write about, but that you can actually prove you have the results, you have the case studies, you have the reviews, you have all the things that would human, real human beings would be saying about your business.

This is strategic. It's not technical. And I think a lot of times that's what we've done. We've kind of defaulted to the technical aspects. And frankly, a lot of SEO folks love that because technical is hard. Technical is easy to confuse. strategic is not so much, frankly. And I think that that's the the the part, while it's a mindset shift, I think that's the part that's the real opportunity for folks. So credible.

John Jantsch (05:42.23)

Is the second part. So findable, topic authority, credible. Does your site confirm that they're in the right place? And a lot of times again, I I could talk to I'm blue in the face about websites and and the brochure aspect of them as opposed to the practical aspect of them, but

John Jantsch (06:04.588)

Here's a here's a question I love to ask people. When's the last time you read actually read your homepage? that's what I find is quite often the case. We we'll start working for somebody and we'll have lots of suggestions about ways to improve their homepage. And they actually are like, I didn't even realize we said that, or we don't even offer that service anymore. so you most founders haven't done it in years. And I and I think that quite often we run across sites that reflect the reality of a business three years ago.

I I actually ran into somebody said they haven't updated, they haven't changed one thing on their website since 2019. We are in 2026 today. you know, that that I don't even want to start with how much has changed since 2019. but but clearly that site is not going to perform. and and the thing is, a lot of people get very focused on design. Design's really not going to solve the problem. Yes, the site has to look like somebody.

thinks it's going to look, or that they're used to how to navigate, you know, how it looks. But it's really more about deep proof of real work and and a connection so that when the buyer or potential buyer shows up, says, you get me, or I I feel heard, or you understand the problems that I'm trying to solve. All right. So then the last one is retrievable. So we've got findable, credible,

And retrievable. So this is probably kind of a new one for many people. AI builds its answers from whatever is publicly available on a website, like your website content, structured data, third-party presence, reviews, citations, right? And so all of those things have to be there if if your content is

Very thin, if it is missing structured data, if it's if there's weak external presence, meaning that that people aren't linking back to it, people aren't talking about it. AI can can either find you or really can't describe you with accuracy. And that's why we really want to start talking about, you know, real FAQs. Go read every one of those reviews that you have gotten. plug them into an AI tool and ask that to to analyze and summarize the reviews that you've gotten.

John Jantsch (08:25.382)

many times you that that will be the the absolute gold mine of the problems that you really solve. And then the flip side of that, the fears that a client or your your clients at least were really worried about in in in engaging a company like yours or or your competitors. And I think that that's where we have to start thinking about real content.

That addresses those things because that's what people are searching. They're going out there and saying, I want to find a contractor that won't destroy my home, that won't let my dog out. I mean, they're asking very specific things like that. And that's what AI is trying to surface. And all it does is goes out there and and reads a whole bunch of stuff. and and in fact, we're seeing that businesses that that write that real stuff, the voice of customer, really putting their reviews

Out there as like, here's the problems we solve. Maybe didn't even have a great search presence before because search was dominated by companies that knew how to hack the algorithm. But AI doesn't care about the what Google used to care about. it really cares about retrieving the data to very specific searches that people are making today. So, all right, here are three things that you need to build.

Your website has to be a selling tool, not a brochure. Hub pages, something I've talked about for many years. And the beauty is they become more important than ever. So I'm going to review review that. And then the last one is third party presence. And that's a part that many business owners, I won't say they neglect, but it's just the hard part in a lot of cases. It's the part that you don't control, that you don't own. And so you have to be very intentional about making it happen.

All right. So the website, a brochure describes a selling tool converts. That's the difference, right? And so there are really four things that I think have to be there. They are a priority. there is an order to them. your core message above the fold. Here's who we serve, here's how we solve their problem better than anyone ever thought about. Not here's what we do. your ideal client needs to be named. It's like we serve and we are the best.

John Jantsch (10:45.848)

Better than anyone at serving XYZ. Very specific. Identify segments, whatever it is, identify them so that when somebody arrives there, they're like, Okay, you you work with people like me.

Heart stop on what's next, right? Not a menu, not contact us. One frictionless action for the person who's ready. Schedule a consultation. Download this free assessment. get a quote. don't have a dozen ways that people can think about contacting you. Have very active, not passive, very active. Here is why you should contact us. Here's what you'll get when you schedule. Here is the the

you know, tool that you can use to download to solve your problem. Have a very specific call to action.

Probably what I see more than anything is that first one. The core message is is either buried, generic, or missing entirely. I can't tell you how many sites I still run across that above the fold, first thing somebody reads is a description of what your profession is, what your industry is. We are accountants in XYZ City. and that was a old SEO holdover. but what somebody wants to know is who you serve.

How you solve their problem, how you how you solve their problem like nobody else ever dreamed of doing. That's what they need to understand first. All right, hub pages. So this is, I mentioned already, topic authority. This is your topic authority unit, is a hub page. And so the idea is if you think about a book, you've got a large body of work that is organized around chapters. And that's really what a hub page is. So if you have a topic,

John Jantsch (12:34.478)

Home remodeling kitchens, for example. that's a topic that somebody who wants to remodel a kitchen is going out there and looking for information about. So if you had the page that says everything you need to know about remodeling, but again, that's gonna be broken up into getting ready to remodel. Should you remodel?

Design considerations, appliances, pre-construction, construction, after finishes. I mean, a whole category of subtopics. And so the idea behind a hub page is somebody arrives at that page, maybe they just want to know about wallpaper today. but they are remodeling a kitchen. So they find that page, and then there's a subtopic on you know wall finishes. And so they jump over to that, but then they jump back to the hub page.

So, if when they want to talk about appliances or kitchen countertops, for example. And so this is like the entire guide, the ultimate guide to remodeling your kitchen, has all these subtopics that are essentially blog posts that you link out to. So this, but this page becomes the collection or the structure of all of that topic. And so what that certainly tells the AIs, sells the search engines has for years.

That this is an authoritative page on this topic that then has may it might have 10, 20, 30,000 words ultimately collected in a number of blog posts that are on subtopics. So it's it's probably more about it's not the it's not the content. Well, the content's important, but a huge part of it is the structure of the content. this is like a jumping off point for anybody who wants to know about that topic. And the AI tools as well as the search engines absolutely love that.

And the beauty from a practical small business owner standpoint is that's something you can structure, plan, take a year to build. It's like writing a book, as I said. it just has all of the topics organized on this one page. and you could start having case studies, you can start having look through all of your reviews, and somebody said about how clean you are, somebody said.

John Jantsch (14:48.154)

about your pricing. somebody said about your design. So you you all of a sudden can start organizing your reviews even around some of these topics. And that's that's what the AI tools want to see. That's what they they want to see, topic authority, topic expertise with real proof, not just 700 words that AI spun up, real proof that only you, you're the only ones who can actually talk about what that client got as a result. and so hub pages are

to me, really your secret weapon to dominate. We've done it for we've done them for many, many clients. And they rank have always ranked in SEO and they are always ranking now in AI searches because of the nature the the the real focus nature on a core topic. third party so AI doesn't just use your website.

I mean, really the search engines never did too. That's why p you hear people talk about backlinks and reviews and and getting other people in social media to talk about your products and services. That's always been important. So things like your Google Business profile, industry directories, reviews, mentions, citations across the web, those are all things that you do actually have a way to actively participate in. You don't control them necessarily, people write what they

want to write or going to write, say in reviews and mentions. But you do have the ability to optimize, to, to make sure that your information is correct in those directories. That you are your you you if you do searches in AI, you'll see there are certain directories and certain websites like Reddit and things that that some of the of of the AI tools actually rely on pretty heavily. And and those will change, evolve. They all, you know, they constantly are.

But you get a sense of some places maybe that you're not mentioned. Say how's, you know, again, going back to where I'm remodeling contractor, is a source that a lot of the AI tools depend on. It's an authoritative source. are you playing there? that that just gives you some some ideas on some third-party places. in a lot of ways, think about it as I think we've always thought about it as housekeeping.

John Jantsch (17:05.848)

To to be in those directories, to make sure that they were correct, that you didn't have the wrong phone number. A lot of people look at that as housekeeping. And I think today, in today's environment, it's it's more infrastructure. you know, it's something that you actually have to build, it's behind the scenes, it you know, it's not gonna pay off today. Long term thing that you need to to build as part of the infrastructure of your business. So if you didn't run that test, pause now and run that test.

Screenshot the baseline. Are your your competitors showing up at when you do a search that your customers were are likely asking? are you showing up? it just kind of gives you the picture of, you know, if you've ignored this, it gives you the picture of what you have to do. so that's really it today. I I will tell you that if if some of the things I talked about today, again, go get the free ebook. it's dtm.

world slash seven steps. I misspoke. We I think we're charging $4.99 for it tremendous amount of value. It's more of a workbook than an ebook. it'll give you lots of things to think about, lots of things to work on as well. So it's DTM.world seven steps. And if you just want to skip all of that and find out how working with us and and having us install strategy first in your business and then build a marketing operating system.

with you that you own that that can address the each of these seven steps, that is just duct tapemarketing.com slash consultation. So thanks for tuning in. next episode, episode step number five of seven is coming up. So thanks for tuning in. Hopefully we'll run into you one of these days out there on the road.

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John Jantsch (00:01.838)

Hello and welcome to another episode of the Duct Tape Marketing Podcast. This is John Jantsch, and again, another solo show. No guest today. I'm doing the seven steps to small business marketing success. So if you haven't caught the past, I think I'm on episode four here. If you haven't caught the past three, go check them out at Duct Tape Marketing. but this is a series of seven podcasts. This is number four. Why more content is making you less visible? How's that for a topic?

So here's the AI content trap. most founders I talk to are really excited about AI content tools and frankly they should be nervous. and that is because the market is being flooded with generic, readable but forgettable content like crazy. and I think adding that pile doesn't help you, it kind of buries you. So

He here's the problem, and this and this has been the problem all along. Content or I'm AI didn't necessarily change this, it just made it worse in a lot of ways. most content that small business owners have produced, somebody convinced them to write a blog post every week. but it it's just kind of the idea of the week. It has no spine, there's no thought behind it. maybe the topic seemed interesting that week, but two years down the road later, it actually serves zero purpose. So

The thing about AI is it makes it easier to publish a lot of content, but that doesn't really fix this problem. It just amplifies the problem that the content was not that valuable or useful anyway. and I think that customers, prospects are definitely going to, they already are, recognizing AI content and and ignoring it, tuning it out completely. and and in s to some degree, that's actually hurting.

the brand when they see that that's what you're producing, that's all you're producing. So there are three principles when it comes to really content. less is more content, or at least the right content, I guess is probably a better way. I'm not necessarily saying you don't need content. I'm saying you need content to do a job and a very specific job. and that requires a couple principles. number one is picking pillars. So you want your content to actually

John Jantsch (02:26.158)

compound. and you want it to be around some things that make total sense to you. If you if you're an architect and you do residential work, you do hospitality work and you do commercial work, you want to actually start thinking in terms of what would what would be pillars of kind those three types of work that you do, those three types of use cases, those three types of probably buyers.

what would be the pillars that would actually drive those folks or or at least let those folks to understand you better? and and start developing topics around a collection of pillars as opposed to as opposed to just, hey, I'll write about this this week because it seems interesting, or because I can get a lot of engagement in social media over it because it's a hot topic. I I think.

again, there may be a case for that if you've got lots and lots of extra time, but you really want your content to do a job. So you want to pick three pillars at most, that that are really going to be anchored on your ideal client, or at least I should say your ideal client's problems. and every single one, every single piece of content should point to one of those. If you can't make it, if you can't tie it or have an angle that ties it to one of those, you shouldn't be doing it.

This is a discipline, quite frankly, because especially a lot of organizations that just tell junior marketers to create content without giving them those pillars. That's one of the best things you can do. If you have people in your organization producing content or an agency producing content for you, you should develop strategically as the founder, as the owner, you should develop what those three pillars are. and and again, that's a discipline that maybe starts with the founder sometimes, because

Sometimes the founder wants to write about the cool topic or the thing that hit them that that that week. if you're bored with a topic, you can use this as a three-year test, I'll call this. If you're bored with a topic in six months, it's not a pillar. It's a theme. Pillars are really what you're still the authority on, or what you're driving to be the authority on two, three, four years from now. Now you won't always get that right.

John Jantsch (04:49.748)

but it's sure it certainly should make sense to say, yeah, long term, this is going to be important for my ideal client and the problems they're trying to solve. And I think I think three is the sweet spot because it allows you to have a lot of range. it allows you to be seen as an authority, but it's a it doesn't get diluted. I mean, it forces you to make decisions about your content. All right, so that's the starting point, having that frame, those three pillars. next is.

And I've I've talked, I've written about this for years, but I talked about it in the last episode as well. You then want to organize that content under hub pages. so every one of your pillars gets a page that you're going to then start building more and more content on. So as you as you pick a theme or you pick a topic that goes or a subtopic that goes under one of those pillars, you start organizing them as pages. hub pages

Have so many uses. First off, it's the way to organize your content so that the search engines, AI understands that this is a broad topic, that you have with lots of authority, that there's lots of information here, that your expertise, that you have actually put your client case studies and real proof into this entire topic, which has a ton of value just from being foundable. Foundable? Findable. There we go.

but it also don't forget, human beings want to consume this content as well. Think about your sales team if you have one. These hub pages, excuse me, these hub pages really allow your sales team to be able to say, if you are, you know, thinking about buying a business and you need to understand what the tax implications of buying that business are, here's the entire topic around that that we have written on. So it allows

folks to to actually allows you to share and and you know have really a useful tool or or home that you can send people to that that demonstrates that you're a real expert. And here's the real beauty of and this is really kind of third third principle, which is repurposing. Once you have these pillars, once you build these pages,

John Jantsch (07:12.182)

Or once you start to build these hub pages, quite frankly, you don't have to wait till they're done. Once you start producing content that is focused and and and has a purpose around these pillars, then you can actually start leveraging every piece of that. in fact, we we actually what we will often do is we will work with a founder and we will just sit with them for an hour, maybe a couple of times.

and just ask them questions, let them talk about their products, their services, the problems, actual customer case studies, really develop a point of view about and a voice about what they do. and we're actually to able to take that video transcript and turn it into 50 to 100 pieces of content, including social media posts, over a period of time. And and it's really the easiest way today to leverage.

authoritative expertise, human content in the voice of the founder or the voice of of the technical expert that's going to talk about something that your business does. And and frankly, AI can't do that. and that that's really the beauty of then using these AI tools is once we have that authoritative content, we can actually easily use the AI tools then to repurpose that content. And I think that that's really the

that's really one of the best uses, quite frankly, of AI when it comes to content. So the the the next thing I want to talk about is that's really the foundation structure, right? You've got the the pillar pages or the pillar topics, I'm sorry, the hub pages for each of those pillar topics.

and then the the mechanism to repurpose a lot of that content. That's what we have to do today to make sure that we're putting it in places like LinkedIn and Reddit and all the places that that are that that are gonna send authority signals, you know, back about our content and about our business to the AI tools. But the missing ingredient for most businesses is a point of view.

John Jantsch (09:24.566)

So we're thinking in terms of this content that is certainly AI driven in a lot of cases, it's very generic, it's very balanced, it's very readable, it's a collection of what everybody else wrote. And frankly, it's forgettable because there's nothing that makes somebody stand up and say, Yeah, that's different. Why isn't anybody else in our industry saying that? Everybody else is saying the same thing. Or why are we actually doing this the same way that we've always done it?

How can we develop a point of view in our writing that that actually demonstrates that that we have some unique thinking? AI doesn't develop points of view very often. It develop, well, it develops the point of view of the collective mass, right? And so if you can actually think in terms of of you know, think in think in terms of of those people that, and I'm not suggesting this, but think in terms of those people that write very polarizing stuff. I mean, I

You know, a lot of the stuff that's gone on in politics of late, you know, is really people recognizing that writing something very polarizing repels a lot of people, but it also attracts a certain people who re are very attracted to that point of view. And I'm not suggesting that. I'm just saying use that as an example. That if you can develop a point of view about a position, something the customer hasn't heard before, something that no one else in the industry is saying, it doesn't have to be that controversial.

It just has to be different. And I will say that that asking the right questions of AI can actually help you start to develop some of that point of view. you don't necessarily have to lock yourself in a room and think, how can I, you know, what what's different? Looking at the average, having a conversation with an AI tool about what everybody in your industry is typically doing. I mean, literally asking you questions like, you know, what is a

what is a generally accepted best practice in our industry that no one is actually pushing back on? things like that can actually then start surface some of the ideas or at least surface some of your thinking about actually putting a point of view into your writing. So here's your here here are your next steps. I want you today to think about three content pillars.

John Jantsch (11:44.13)

That would make total sense for your ideal client that would address either segments or problems that your ideal clients are actually having. and then think in terms of and again, you can use it, AI tools are great for research to get your thinking going. But you know, plug those thoughts, those themes in or those pillars in and start asking and about questions about what would be all the subtopics, what would be a way to write the ultimate guide to this

particular pillar topic and you'll start to get some ideas. Hopefully you'll dismiss some of them. Hopefully you'll add to them. Hopefully you'll think about this idea of a point of view that you can bring to each of those topics that others aren't saying. And and a lot of times that point of view exists. You just believe it and believe that your customers will appreciate it and understand it and know it when they see it. and you're not actually surfacing it. And that's a real key difference. So

this today's podcast was really built on this new ebook that I produced called The Seven Steps to Small Business Marketing Success. You can pick it up for less than five dollars at dtm.world slash seven steps. If any of this is resonating, go get the whole thing. If you actually want to talk to one of our advisors about how we do some of the things I'm talking about today and we could do for a business like yours, it's just duct tapemarketing.com/slash consultation. So

Thanks for tuning in and hopefully we'll run into you one of these days out there on the road.

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