Why Your Business Is Invisible Online

S2 Ep 34 Online Search Is Fragmented—Let’s Pick Up the Pieces

In this episode of Why Your Business Is Invisible Online, John, Jim, and Kelly tackle one of the biggest shifts in digital visibility: the fragmentation of online search. It’s not just about Google anymore—your potential customers are discovering businesses through TikTok, Instagram, YouTube, voice assistants, and AI platforms like ChatGPT and Perplexity.
Key Themes & Insights:
Search isn’t centralized anymore. With 40% of Gen Z using social media platforms for product discovery (HubSpot, 2024), sticking to Google alone is no longer a safe strategy.
AI is the new search battleground. Businesses showing up in tools like ChatGPT and Perplexity gain an edge in brand visibility.
Multi-platform presence drives ROI. Companies engaging across several search platforms see up to 34% more visibility (BrightEdge, 2024).
Memorable Quotes:
“If you're not and your competitors are, you're losing out—period.” – Jim Falotico
“Search is no longer a straight line—it’s a spiderweb.” – John Maniatis
“TikTok isn’t just for dancing—it’s for discovering.” – Kelly Biggs
Strategy Breakdowns:
How to talk clients through the shift: The hosts share tactics for helping hesitant clients embrace broader search strategies.
Search Everywhere Optimization: A breakdown of what it means to optimize not just for Google, but for social search, voice assistants, and AI-driven tools.
Case study in action: John shares a real example of a Canadian law firm that ranked top in ChatGPT—and what they did to improve across platform

S2 Ep 33 AI Took My Job And Made It Better

AI Took My Job…And Made It Better
Think AI is all hype? Think again. In this episode, John, Kelly, and Jim share candid stories of how AI is saving them time, improving content quality, and helping them think more strategically. From turning vending machines into A/B testing labs to crafting smarter content strategies, this one’s all about using AI the right way—without losing the human that makes it work.
Show Notes:
What We Talked About:
How AI helps—but never replaces—the human behind the work
Real-world examples: from vending machine optimization to content generation
The shift from long-form SEO content to succinct, high-impact writing
Using AI for brainstorming, layout planning, and improving quality (not skipping steps)
Why empathy and voice still matter in a world filled with automation
Strategies Shared:
AI as a co-pilot for content—better output when you “set the table” with detailed prompts
A/B testing vending machines like social ads: analyzing what works, where
How tools like Grammarly and Descript streamline workflows
Building a content engine with E-E-A-T in mind (Experience, Expertise, Authority, Trust)
Memorable Moments:
“There’s not a thing I’ve ever generated on AI that didn’t require my human touch.” – John “It’s not about writing anymore—it’s about solving the right problem, for the right audience.” – Jim

S2 Ep 32 Dear Google: It's Not Just About You Anymore

AI isn’t just another marketing tool — it’s reshaping how people search, buy, and trust brands. In this kickoff to Season 2, John, Jim, and Kelly break down how AI is making businesses either more visible or dangerously invisible online. From Google's slipping dominance to the rise of AI-powered search, discover what’s changing, what’s working, and why "stay human" is the strategy that wins.
Show Notes
Episode Title: Dear Google: It's Not Just About You AnymorePodcast: Why Your Business Is Invisible OnlineHosts: John Maniatis, Jim Falotico, Kelly Biggs
 
Key Themes & Insights
AI's Impact on Search:Google’s share of search traffic has dropped significantly, with AI-driven search accounting for 30% of online queries in 2024.
Changing Search Behavior:Customers now look to TikTok, Instagram, and AI platforms — not just Google — to find products and services.
The Rise of AI Trust (and Risk):People are "dating" AI tools—building trust quickly but sometimes dangerously over-trusting AI-generated content without verifying accuracy.
Business Adjustments Required:Companies must move beyond tactical AI usage and think strategically about how AI integrates into marketing, operations, and client experience.
"Stay Human" Is a Competitive Advantage:WSI’s tagline, "Embrace Digital, Stay Human," resonates more strongly than ever as businesses balance efficiency with authenticity.
Guardrails Are Essential:Few businesses have AI policies in place—leaving them exposed to hallucinations, misinformation, and legal risks.
Workshops and Training:Building internal AI literacy, offering workshops, and guiding clients through AI adoption safely are emerging as major service offerings.
 
Memorable Quotes
“We all kind of dated AI for a while... and now everybody’s dating everybody.” — John Maniatis.
“It’s not just about installing a tool. It's about thinking bigger: how does AI move your business goals forward?” — Kelly Biggs
“We have to show clients what's shiny and what's sharp.” — Jim Falotico
“The fact that we stay human — that's what keeps businesses from getting lost in the AI noise.” — John Maniatis

S2 EP 31: We Need to Talk, Google… Search Has Changed

Search engine optimization is changing to Search Everywhere Optimization. John, Jim, and Kelly kick off Season 2 with a candid conversation about how AI has upended what it means to be visible online. From AI assistants changing consumer behavior to businesses scrambling to adjust strategies, this episode is the new baseline for what marketing means in the age of AI.
What You’ll Learn:
Why Google isn’t the only game in town anymore
The shift from SEO to “Search Everywhere Optimization”
How AI is already changing how customers find you
Real-life stories (and vending machines) that show AI at work
What’s ahead in Season 2—and why it matters for your visibility
Key Takeaways:
People aren’t just searching on Google anymore—AI tools and social platforms are stealing attention.
Search behavior is changing fast, and businesses need to meet customers where they are
The rules of visibility have shifted—your strategy needs to evolve with them.
Season 2 will explore both the practical and philosophical sides of AI in marketing🎙️ Hosts: John Maniatis, Jim Falatico, Kelly Biggs 🌐 Presented by WSI | Why Your Business Is Invisible Online
Key Moments
Welcome to Season 2 + what’s new with the crew
What AI has done to search: it’s not SEO, it’s Search Everywhere Optimization.
Catching up with hosts
Season 1 reflections: what still matters, what’s changed foreverAI in mid-size business: the rise of internal AI processes & roles
“Embrace digital, stay human”—what this mantra means in 2025
AI tools, time-saving hacks, and strategic shifts
Strategies & Takeaways
Why your SEO strategy must evolve into a “search everywhere” mindset
How AI is already influencing customer journeys and business operations
What “stay human” really means as AI gets more integrated into marketing.
Simple ways to adapt without feeling overwhelmed
Mentioned in the Episode
WSI — the global digital marketing network, all three hosts are a part of
AI tools that automate simple tasks to unlock time for higher-level strategy
🌐 Get in touch or learn more: www.ruinvisibleonline.com

Ep. 30: SEO vs. Social The Search Engine Battle No One Told You About

Think Google is the only way to get found online? Think again. Social media platforms like Facebook, Instagram, and TikTok are becoming powerful search engines; if you're not optimizing for them, you're missing opportunities. In this episode, we dig into the real search battle—SEO vs. Social. The team shares surprising insights, clears up common misconceptions, and explains why your customers might search for you in places you never considered.
 
Episode Highlights:
Introduction to the idea of search engines beyond Google.  
Kelly discusses Facebook and Instagram's evolving role as search engines and the importance of keywords on social media.  
John explains the significance of diversifying your search strategy across platforms.  
Jim highlights the need for multi-platform optimization and shares a case study of a client’s successful transition to a broader search strategy.  
The importance of video content and how it plays into search on new platforms like TikTok.  
Conclusion on why businesses need to stay adaptable in a changing search landscape.
 
📌 Key Strategies:
 
✔️How social media platforms are changing search: Diversifying your search strategy beyond Google to include social media
✔️Why SEO alone isn’t enough anymore: rise of Facebook and Instagram as search engines and their keyword usage.  
✔️Using video content to boost visibility on platforms like TikTok.  
✔️How to optimize content for different platforms to increase online discoverability.✔️ The difference between organic search and paid search on social✔️ Where your business needs to show up to stay competitive
 
Listen now and learn how to get found online—on Google, Instagram, or beyond!
 
Contact Information: 
Website: https://www.ruinvisibleonline.com/
LinkedIn: https://linkedin.com/company/ruinvisibleonline
 
#RUInvisibleOnline #SEO #DigitalStrategy #OnlineVisibility #VideoMarketing #SocialMediaStrategy @wsiworld

Ep.29 Stop Waiting! How to Actively Seek Referrals and Grow Your Business

Referrals are great—but are they enough to grow your business? John, Jim, and Kelly take on this common belief, discussing how businesses can be more proactive in cultivating referrals, both in person and online. Learn how LinkedIn can be a powerful tool in building relationships with referral partners and expanding your network. Plus, they touch on why even referral-based businesses sometimes invest heavily in ads. Get ready to rethink your strategy!
 
Show Notes
 
Referral-Based Businesses: Kelly kicks off the conversation by highlighting the common belief that referral-based businesses don't need an online presence.
The Waiting Trap: Businesses often fall into the trap of waiting for referrals to come without doing much proactively.
Client Success Story: Kelly shares an example of a cybersecurity consultant who thought he was fully referral-based, and how LinkedIn helped him scale.
LinkedIn Strategies: They discuss how businesses can use LinkedIn to build relationships with referral partners. Kelly stresses the importance of building a buyer persona for your ideal partners.
Proactive Referrals: John adds that referrals don’t have to be face-to-face; they can happen through online channels like LinkedIn—making it essential for businesses to leverage these platforms.
Paid Ads vs. Referrals: Jim highlights that even referral-based businesses often spend heavily on ads, suggesting that blending brand awareness strategies with referral marketing is important.
Final Thoughts: The team concludes that while referrals are valuable, relying only on one channel isn't sustainable, and businesses should spread their efforts across multiple platforms.
 
Key Takeaways
 
Concept of referral-based businesses
Importance of proactive referral generation
Leveraging online platforms, especially LinkedIn, for referrals
Identifying ideal referral partners
Building credibility through valuable content sharing
Strategies for proactive outreach to potential partners
Multi-channel marketing approaches beyond referrals
Relationship between brand awareness and referral effectiveness
Case study of a cybersecurity consultant's referral strategy
Challenges faced by businesses in establishing a strong online presence
 
Actionable Strategies
 
Build Referral Personas: Identify who your best referral partners are and start connecting with them through platforms like LinkedIn.
Don’t Wait for Referrals: Be proactive by regularly interacting with your referral network and asking for introductions.
Leverage Online Presence: Just because you're referral-based doesn’t mean you can avoid social media. LinkedIn can be a powerful tool for referral growth.
Blend Referrals with Ads: Even if most of your business comes from referrals, ads help with brand awareness, especially in competitive markets like legal services.
 
Contact Us:
Visit our website: RUInvisibleOnline.com
Connect with us on LinkedIn: https://linkedin.com/company/ruinvisibleonline
Email us for more insights or to share your feedback: info@ruinvisibleonline.com
 
#RUInvisibleOnline  #referralpartners #referralnetworks #Digitalmarketing @wsiworld

Ep 28 - Driving Foot Traffic: How Your Website Can Bring Customers To Your Door

What’s the key to getting customers to visit your physical store? In this episode, John, Jim, and Kelly explore how SEO strategies and smart website design can turn online browsers into in-store buyers. Using a case study of a high-end menswear store, they discuss how businesses can leverage their online presence to encourage foot traffic while maintaining a strong digital marketing strategy.
 
Show Notes
 
Website Design Matters: John emphasizes the importance of a well-designed website, noting how poor design can lead to higher bounce rates.
Luxury Menswear Case Study: John shares the story of a high-end menswear store in Toronto that uses its eCommerce platform to drive in-store visits, offering a unique experience for confident buyers of colorful, custom clothing.
The Video Dilemma: John explains the challenges his client faced when trying to use a high-quality video on the website. The video slowed down the site, negatively impacting the store’s Google ranking due to website performance issues, forcing them to use a carousel instead.
Driving Traffic to Physical Stores: Kelly discusses the importance of knowing your website's purpose. For some businesses, the goal is to sell online, while others want to use their site to bring customers into their physical stores, which requires different content strategies.
SEO for E-Commerce: Jim and Kelly dive into the unique SEO needs of eCommerce websites, sharing tips on how to optimize product descriptions and user experience to rank higher on Google and convert visitors into customers.
 
Actionable Strategies:
Design with Purpose: Make sure your website’s design aligns with your business goals, whether it’s increasing online sales or driving foot traffic.
Optimize for Speed: Avoid heavy videos or images in key sections like the homepage, as these can hurt your website performance and Google ranking.
Leverage Carousels: If a video slows down your site, consider using image carousels to create a dynamic look without affecting website speed.
Know Your Audience: Understand whether your website is meant to inform, sell, or draw customers into your store. Tailor the
 
Contact Us:
Visit our website: RUInvisibleOnline.com
Connect with us on LinkedIn: https://linkedin.com/company/ruinvisibleonline
Email us for more insights or to share your feedback: info@ruinvisibleonline.com
 
#RUInvisibleOnline #OnlinePresence #ECommerce #Digitalmarketing #WebsiteDesign #UserExperience #GoogleRanking #BusinessGrowth #WebsitePerformance @wsiworld

Ep. 27 E-Commerce Platforms Unplugged For Online Success

In this episode of "Why Your Business is Invisible Online," the team discusses the pros and cons of various e-commerce platforms, including WordPress, WooCommerce, Shopify, Wix, and Duda. They share insights on choosing the right platform based on business needs, emphasizing the importance of SEO and the challenges of website customization. The hosts highlight the necessity of aligning website content with target audience needs and the value of client collaboration in content creation. The episode aims to help businesses enhance their online visibility and connect with their audience effectively.
 
Takeaways:
 
Overview of e-commerce platforms and their impact on online visibility.
Comparison of popular e-commerce platforms: WordPress, WooCommerce, Shopify, Wix, and Duda.
Challenges and misconceptions related to migrating between platforms, particularly from WordPress to Shopify.
Importance of selecting the right platform based on business size and product offerings.
User-friendliness and cost-effectiveness of Wix for smaller businesses.
Advantages of Duda for maintaining control over website content and ease of updates.
Case studies illustrating the impact of SEO on attracting the right audience.
Importance of client collaboration in the content creation process for websites.
Summary of key considerations for businesses when choosing an e-commerce platform.
Contact Information: 
Website: https://www.ruinvisibleonline.com/
LinkedIn: https://linkedin.com/company/ruinvisibleonline
#RUInvisibleOnline #ECommerce #WordPress #Shopify #Wix #SEO #Digitalmarketing #Duda #WebDesign #ContentCreation @wsiworld

Ep. 26 Red Flags When Hiring Digital Marketers: Navigating the Digital Landscape

In this episode we explore the essentials of creating a strong online presence through effective website design and digital marketing. John emphasizes the importance of a well-structured website, while Jim discusses the pitfalls of templated sites and the need for understanding a business's unique identity. Kelly highlights red flags when choosing a digital marketer, stressing curiosity, regular communication, and branding. The episode provides valuable insights for businesses aiming to stand out online by focusing on their unique strengths and strategic digital marketing.
 
Key Takeaways
Importance of building an ideal website for online presence
Role of digital marketing in enhancing business visibility
Understanding unique business needs for effective marketing
Pitfalls of using templated websites and lack of differentiation
Engaging with clients to uncover specific business challenges
Red flags to watch for when choosing a digital marketer
Importance of curiosity and communication in client-marketer relationships
Significance of branding in digital marketing strategies
Necessity of regular communication and reporting on marketing efforts
Tailoring digital marketing strategies to fit individual business identities
 
Contact Information: 
Website: https://www.ruinvisibleonline.com/
LinkedIn: https://linkedin.com/company/ruinvisibleonline
 
#RUInvisibleOnline #DigitalMarketing #BusinessGrowth #Branding #MarketingStrategy #DigitalStrategy #WebDesign @wsiworld

Ep. 25: Website Fundamentals Part 4: Website Fixes And Hacks That Get You Found

In this episode of Why Your Business Is Invisible Online, John Maniatis, Jim Falotico, and Kelly Biggs discuss the real reasons your beautifully designed website might be completely invisible to Google. You’ll discover specific technical issues that could be costing you leads, traffic, and revenue.
We’ll break down what Google actually "sees" behind the screen and share strategies to make sure your business doesn’t stay hidden in search results. From meta tags to H1 headings to using high-intent keywords that attract ready-to-buy customers, this episode is packed with actionable insights for boosting your online visibility.
If you think your website is great—but Google’s not noticing—you need to tune in.
🔑 Key Takeaways
Why your website’s design means nothing if Google can’t "read" it.
The essential technical fundamentals every business owner should know.
How to use meta tags, headers, and title tags to speak Google's language.
The power of shifting to high-intent keywords for stronger, more valuable leads.
Real-world client stories: From being invisible to ranking on the first page.
How AI-driven search engines are changing the future of online visibility.
Contact Information: 
Website: https://www.ruinvisibleonline.com/
LinkedIn: https://linkedin.com/company/ruinvisibleonline