Why Your Business Is Invisible Online

S2 Ep 53 Social Search: The New Word of Mouth

Social Search is the New Word of Mouth
Social platforms aren’t just for engagement anymore. They’ve become search engines — and if your business isn’t showing up, it’s not being considered.
What’s Happening
People are searching on TikTok, YouTube, Pinterest, and LinkedInNot just browsing. They’re asking specific, high-intent questions like• Best jeans for short legs• How to fix a cracked iPhone screen• Local coffee shops in Atlanta
Discovery is now socialHashtags, tagged locations, and short videos are the new entry points. Social content is driving decisions, not just awareness.
B2B buyers are validating on LinkedInBefore outreach, they review your profile, posts, and online presence. No photo and no activity? You’re out.
Trust comes from community, not companies.User-generated content builds credibility faster than your About page ever will.
If You’re Not Searchable...
You’re skippable.No profile. No content. No trust.Social media is now part of the buyer journey. Missing it means missing the sale.
Quick Wins
• Use keywords in your bios and captions• Post short, useful videos• Encourage user-generated content• Be consistent across platforms• Repurpose content so you’re not starting from scratch
Smart Example
Canva nails it with early-access content for ambassadors, hashtag challenges, and searchable tutorials.
Also: One olive oil brand exploded on TikTok after a user showed it drizzled over vanilla ice cream. Surprise content drives discovery.

S2 Ep 52: Hashtags, Handles, and How to Be Found Online

Social media isn’t just a place to post anymore—it’s where customers are actively searching, comparing, and deciding what to buy. In this episode, John, Kelly, and Jim explore how platforms like TikTok, Instagram, YouTube, LinkedIn, and Pinterest have evolved into full-fledged search engines—and what that means for your visibility.
Key Themes & Insights
Social platforms as search engines TikTok, Instagram, and YouTube are no longer just content hubs—they’re where customers type full questions and seek highly specific answers.
Long-tail searches drive purchase intent From “best jeans for short legs” to “how to fix a cracked iPhone screen,” specific searches often lead to quick buying decisions.
User-generated content as influence Community voice often outperforms brand voice, with tutorials, reviews, and creative use cases fueling trust at scale.
B2B social search matters too LinkedIn is where buyers validate credibility, check leadership activity, and gauge thought leadership before reaching out.
Memorable Quotes
“If you’re not searchable, you’re skippable.” – Kelly
“You can get to know someone just by reading their posts before you even meet them.” – Jim
“Social isn’t just engagement anymore—it’s part of your buyer’s journey.” – Kelly
Strategies You’ll Learn
Optimize every line of your profiles with clear, keyword-rich descriptions.
Keep handles and hashtags consistent across platforms to improve discoverability.
Leverage video and captions to meet platform search preferences.
Invite LinkedIn connections to follow your company page every month to grow authority.
Use alt tags for images to boost visibility in voice and visual search.
Real-World Examples
Canva’s ambassador program turning product launches into waves of searchable content.
A viral olive oil + ice cream video showing how niche content sparks product curiosity.
Using Pinterest boards to drive home design decisions—proof that social search isn’t just impulse-driven.
By the end of the episode, you’ll see exactly how to make your brand easy to find, hard to skip, and impossible to ignore when customers search on social.

S2 Ep 51: Hey Siri, Who’s the Best in Town?

Voice search isn’t the future—it’s already changing how people make decisions right now. In this episode, the team breaks down how voice assistants like Siri, Alexa, and Google are shaping local search behavior—and why businesses that can’t answer clearly and conversationally are being skipped entirely. From structured data to review signals, learn what it really takes to be “the best in town.
Key Themes & Insights:
Voice search is no longer optional—it’s rapidly becoming the default for local, task-based queries.
People aren’t browsing when they use voice—they’re deciding. That makes it the highest-intent moment in the customer journey.
Businesses without structured data, clear answers, and conversational content are being skipped over by voice assistants.
This shift is affecting all age groups—not just Gen Z. Even tech-resistant users are embracing voice for convenience.
Strategy Breakdown:
Local SEO meets AI behavior: Voice assistants lean heavily on Google Business Profiles, schema markup, and structured content to determine what answers to surface.
Your reviews matter more than you think: It’s not just about 5 stars. Voice assistants may reference review language to match queries, meaning what your customers say carries weight.
Content must sound like a conversation: “Residential HVAC efficiency diagnostics” won’t show up in a voice search for “Why is my AC bill so high?” Match how people actually talk.
Memorable Quotes:
“If your content doesn’t match how people talk, you’re breaking the connection.”– Kelly
“You could be the best option in town—but if the structure’s wrong, you won’t even make the list.”– Jim
“Even in his 60s, my friend only uses voice. It’s not just the kids anymore.”– John
Actionable Takeaways:
Audit your website for structured data like schema markup, meta tags, and clearly labeled content sections.
Create conversational FAQs based on real customer questions—aim for natural language, not jargon.
Analyze your reviews to uncover key terms and language patterns, then reflect those phrases in your content.
Use AI tools to test your visibility—ask your own voice assistant a local query and see if your business comes up. If not, reverse-engineer what competitors are doing.
Guest & Host Highlights:
John Maniatis drives the discussion with real-world examples (like that Cooperstown road trip).
Kelly offers tactical insight into structured data and voice readiness.
Jim highlights how user behavior is shifting and why clarity beats cleverness in this space.
 

S2 Ep 50: “Snap. Search. Sell.” — Why Visual Discovery Is Reshaping Online Visibility

🎙️ Episode Title:
“Snap. Search. Sell.” — Why Visual Discovery Is Reshaping Online Visibility
🧠 Key Themes & Insights
Visual search has gone mainstream: Whether it's finding shoes, fixing appliances, or sourcing hardware, snapping a photo and letting AI do the heavy lifting is quickly becoming second nature.
The era of typing is fading: From shopping to troubleshooting, people are ditching traditional search and relying more on tools like Google Lens, social discovery, and visual-first platforms.
Your product is the marketing: High-quality imagery, recognizable packaging, and visual consistency are now critical for both product and service-based businesses.
Not just for retailers: Service brands are joining the visual revolution with vehicle wraps, QR codes, and branded uniforms designed to be searchable and scannable in the real world.
The algorithm is watching: Metadata, file names, alt text, and product context are now just as important as the image itself. If your assets aren’t searchable, you’re not showing up.
💬 Memorable Quotes
“Visual search is the modern version of window shopping—it’s just happening on your phone instead of the mall.” — Kelly
“You can’t just rely on great imagery. If it’s named ‘1234.jpeg’, it’s never getting found.” — Jim
“When your product is your business, your image is your strategy.” — John
🔍 Strategy Breakdowns
Product-Based Brands: Optimize product photos for AI recognition. That means natural, in-context shots, branded details, and proper image naming conventions.
Service-Based Businesses: Turn real-world assets—like vehicle magnets and signage—into digital entry points. Use QR codes, readable fonts, and geo-consistent contact info.
Testing Discoverability: Snap your own product or signage and run it through Google Lens. If you’re not showing up, you’ve got work to do.
👥 Guest Mentions & Real-Life Examples
Jim’s real-time dilemma: Buying Samba sneakers via image search (because his wife sent him a photo—on a Wednesday).
Kelly’s vending business hack: Finding and fixing a dolly using only a screw photo.
John’s fridge fix: A flooded basement, a mystery part, and a same-day Amazon solution—all thanks to image-based search.

Episode 49: This Is What Conversational AI Actually Sounds Like

In this episode of Why Your Business Is Invisible Online, the team experiments with something different — not just talking about conversational AI, but using it live.
Kelly introduces Notebook LLM, Google’s conversational AI tool designed to synthesize content, summarize complex ideas, and — most impressively — respond to prompts in real time. But rather than run a demo, the team feeds in past episodes (including expert interviews with Robert Mitchell and Seamus Smith) and lets the tool generate a podcast about the podcast.
The result? A conversation with an AI that not only keeps up, but also drives the dialogue.
Key Themes & Takeaways
Conversational AI isn’t a future concept — it’s functional now.Notebook LLM doesn’t just regurgitate. It listens, organizes, and actually responds. That’s a game-changer for businesses that rely on content-heavy communication.
SEO is no longer about links — it’s about answers.AI-first search experiences like SGE are changing the game. To show up, your content needs to go beyond keywords and deliver context-rich, differentiated value.
“Information gain” is the new competitive edge.As Seamus Smith explains, if your content says the same thing as everyone else’s, it gets ignored. Notebook LLM amplifies the value of unique insight and original thinking.
AI can now be part of your strategy team.From building study guides to briefing docs to interactive customer training, the use cases for conversational AI stretch far beyond chatbots or gimmicks. The team explores how real businesses can use it for onboarding, sales, internal knowledge, and more.
Memorable Quotes
“We fed it our podcast — and it gave us a podcast back.” – Kelly“It was so responsive, I felt like I was talking to a colleague.” – Jim“Conversational AI isn't just talking — it’s listening.” – John“AI doesn’t hallucinate because it’s lazy. It hallucinates when it can’t find you.” – Seamus Smith (quoted by the AI)“There are two kinds of businesses: those using AI, and those that will be closed.” – Robert Mitchell
Strategy Highlights
Train it, don’t test it. The most value comes when you curate the source material. That’s how Notebook LLM becomes not just smart, but aligned with your voice and objectives.
Use it as a force multiplier. Whether it's summarizing sales meetings, generating internal training, or turning transcripts into content libraries, this tool scales strategy.
AI is the new UI. Search is now the interface, first. If your content isn’t structured for easy answers, it won’t surface in AI-powered results.
👤 Featured Voices & Mentions
Robert Mitchell – Chief AI Officer at WSI
Seamus Smith – Lead AI Strategist at WSI
Notebook LLM by Google

Episode 48: Notebook LLM: The AI Tool You Shouldn’t Be Ignoring

In this episode, John, Jim, and Kelly explore what happens when Google’s conversational AI tool, Notebook LLM, takes over the mic. From summarizing long-form content to responding in real time, this isn’t just another chatbot — it’s an assistant that listens, learns, and talks back. You’ll hear how the team trained it on their own podcast episodes and watched it produce insights, distill strategy, and simulate a human-level conversation.
Key Themes & InsightsThe Future of Search is Answers, Not LinksTraditional SEO is fading. AI-generated responses are now surfacing in search, altering how visibility works online.
Semantic Storytelling & the “Information Gain” GameTo appear in AI responses, your content must offer unique value, not recycled phrases. AI rewards depth and originality, not just keywords.
Conversational AI as a Strategic Content ToolNotebook LLM doesn’t just transcribe — it synthesizes, responds, and refines. It’s ideal for training, customer onboarding, and turning raw content into smart assets.
Real-Time AdaptabilityOne of the most impressive features? The ability to interrupt the AI mid-conversation, ask it a question, and have it adjust on the fly, then go right back to its original track.
Internal & External Use CasesFrom building audio study guides to briefing documents and mind maps, Notebook LLM has use cases that go beyond marketing — think internal training, thought leadership, and even customer service.
Memorable Quotes“We trained it on our podcast… and then it talked back.” – Kelly“It’s like AI is becoming your co-host.” – John“You don’t want to summarize us — unless you’re this good.” – Jim“AI doesn’t hallucinate because it’s lazy. It hallucinates when it can’t find you.” – Seamus Smith (quoted by the AI recap)
Strategy BreakdownFeed the Machine, Set the BoundariesNotebook LLM works best when you control the source material. Training it on high-quality input makes the AI smarter, faster, and more aligned to your tone.
Think Like an EducatorIf your business trains staff, supports customers, or runs onboarding, you’re sitting on gold. Use tools like Notebook LLM to repurpose your best content into voice-driven learning.
Optimize for the Answer, Not the PageAI is now the interface. Your content must be structured for clarity, credibility, and context so it can be pulled into direct responses, not just sit on a webpage.
Guest MentionsRobert Mitchell – Chief AI Officer at WSI
Seamus Smith – Lead AI Strategist

S2 Ep 47: AI Voices Say Your Content Is Outdated—Now What?

Show Notes – AI Voices Say Your Content Is Outdated—Now What?
You may think your content is fine, but Maya and Miles know better. In this episode of Why Your Business Is Invisible Online, we dive into how artificial intelligence—especially AI voice assistants—is quietly judging your content. And outdated, irrelevant, or context-free content? It’s not just being ignored—it’s actively hurting your visibility.
🔍 Key Themes & Insights:
AI doesn’t click, it curates: Platforms like ChatGPT, Claude, and voice tools like Maya and Miles are filtering out content that lacks freshness, clarity, and context.
Outdated content signals more than old info: It tells AI—and your audience—that you're not paying attention.
Generic is invisible: Blogs written to “everyone” are resonating with no one. Context and specificity are now essential.
Your best content might already exist: But without a refresh, even your top performers fade fast.
💬 Memorable Quotes:
“You may still be online—but your content is contextually obsolete.”
“AI’s not just skimming your site. It’s screening it.”
“You wouldn’t drink expired milk. So why keep expired advice on your site?”
🧠 Strategy Breakdowns:
Content audits as a visibility tool: How to flag and fix outdated pages, broken links, and dead-end advice.
Using FAQs and subheadings to boost AI discoverability
Turning lived experience into uncopyable context—your competitive edge in a sea of sameness
👥 Guest Highlights:
Jim Falotico explains how content signals authority—or a lack of it—and what that means for B2B brands.
Kelly Bigs shares a real-world example of turning a stale IT services page into a lead magnet with simple context shifts.
John Maniatis connects the dots between brand credibility, AI behavior, and content strategy in today’s attention economy.

S2 Ep 46: What AI Really Wants from Your Website

AI search engines aren't guessing—they're scanning your content for clarity, consistency, and credibility. In this season wrap-up, we connect the dots across episodes to reveal what AI is actually looking for, and how smart businesses are adjusting their websites to stay seen.
Next up: detailed show notes. One moment while I build those for you.
Here are the show notes for "What AI Really Wants from Your Website":
🧠 Key Themes and Insights
AI Isn’t Guessing—It’s Scanning: AI search engines analyze everything from content clarity to recency to determine your site’s value. Generic, outdated content doesn’t make the cut.
Differentiation Must Be Meaningful: Being “unique” isn’t enough—it has to be a difference that matters to your audience. AI rewards specificity, depth, and value.
From Humans to Agents: AI isn’t just helping humans search—it’s becoming the searcher. Agent-to-agent browsing is emerging, meaning your content must speak to machines, too.
Content Is a Living Asset: Static pages fade. AI prioritizes updates, relevance, and ongoing optimization—your “money pages” should be constantly reviewed and improved.
Technical SEO Still Matters: Fast-loading, structured sites with crawlable content remain essential. If your site’s a mess, AI simply skips you.
💬 Memorable Quotes
“If your content hasn’t been touched in a year, why should AI think it’s still relevant?”
“A clean shop window pulls people in. A foggy one gets ignored—and AI doesn’t wipe glass.”
“Strategy first. Tactics aligned. That’s how visibility actually happens.”
🔧 Strategy Breakdown
Audit What Matters: Focus first on your highest-value pages. Are they fresh? Clear? Useful? Update them with summaries, FAQs, stats, and visuals.
Find the Edge: What can you say that competitors aren’t? That’s your information gain—AI prioritizes it.
Make It Accessible: Use plain language, smart formatting, and structure that both people and machines can understand quickly.
Keep It Real: UGC, reviews, and real brand signals outperform polished but shallow messaging in AI’s eyes.
Plan for the Future: As agent-to-agent search evolves, your site must provide enough structured, machine-readable data to be part of the conversation.
🎙️ Season Highlights
Seamus shares hard truths and smart frameworks for building AI visibility—from customer persona deep dives to the power of simplicity in writing.
Kelly, John, and Jim keep it grounded, practical, and strategic—emphasizing why doing the work always wins over chasing hacks.
Themes from all episodes converge here: clarity, consistency, real strategy, and meaningful updates.

S2 Ep 45: Clean Your Shop Window: AI Can’t Rank What It Can’t See

Most businesses don’t lose visibility because of bad content—they lose it because they stopped refreshing it. In this episode, the team unpacks why AI search engines rely on clarity, recency, and differentiation—and what happens when your digital “shop window” gets foggy.
Key Themes and Insights
Content That Doesn’t Evolve Gets Invisible: AI engines prioritize content that is clear, current, and useful. If your site hasn’t been updated, you’re being passed over.
Information Gain Is the New Differentiator: Standing out means adding unique, meaningful insights—not just being different for the sake of it.
AI Needs Data—Not Just Design: Minimalist websites might look great, but if they’re thin on content, AI can’t evaluate or rank them effectively.
Agent-to-Agent Search Is Coming: Future AI tools will talk to each other. If your content isn’t structured and deep enough to be machine-readable, you’ll be left out of the loop.
SEO Isn’t Dead—It’s Just Strategic Now: From technical structure to brand voice, your whole digital presence needs to align around your most valuable content.
🔑 Memorable Quotes
“You’ve got to find the difference that makes the difference.”
“If your website is a shop window, and you never clean it—don’t expect people to walk in.”
“We’re seeing the end of the minimalist website. AI can’t rank what it can’t understand.”
⚙️ Strategy Breakdown
Audit Your Money Pages: Focus your updates on the pages that drive the most business. Start with a simple content audit.
Refresh with Purpose: Add summaries, infographics, statistics, and clear language to make content scannable—for both humans and AI.
Make Content a Living Thing: Persona research, competitor analysis, and content refreshes should be ongoing, not once-a-year checkboxes.
Align with AI Search Engines:
ChatGPT: Optimize for Bing and social signals.
Gemini: Focus on Google and structured content.
Claude: Balance clarity with authority.
Plan for Agent-to-Agent SEO: Start thinking about content structures that machines can read—beyond just human design.
🎙️ Guest Mentions
Seamus delivers powerful, practical advice on building domain authority, avoiding thin content, and staying competitive in the AI-driven landscape.
John, Jim, and Kelly unpack what business leaders really need to do right now—not in theory, but in the messy reality of AI-driven marketing.

S2 Ep. 44 You're Optimizing for Google - But What About ChatGPT?

Show notes
 
Guest Spotlight – Seamus Smyth:
Seamus brings deep insight into the evolution of SEO and how qualitative research and user behaviour are shaping today’s digital visibility landscape. His experience with AI and strategic positioning adds clarity to a fast-moving conversation.
 
🧠 Key Themes and Insights
 
Search isn’t just search anymore Google still matters—but now, so do AI tools like ChatGPT, Bing, and Perplexity. If your business isn’t visible in those results, you’re missing where people actually get answers.
The favicon is doing heavy lifting In many AI summaries, your favicon may be the only visual signal attached to your site. If it’s missing, generic, or forgettable, you’re losing visibility in ways most businesses don’t even realize.Long-tail keywords still win Instead of fighting for high-volume, high-competition keywords, the smart move is targeting longer, more specific search terms—because that’s where intent lives.User-generated content (UGC) is your trust layer AI search engines are looking beyond your site. They’re looking at how people talk about you. UGC—like reviews, social comments, and third-party content—is a major signal in how AI determines relevance and trust.
 
🔥 Memorable Quotes
“Your favicon might be the only thing people see from you in AI search. Make it count.” – Seamus
“Most people chase traffic. We’d rather chase trust.” – Kelly
“User Generated Content isn’t fluff. It’s your reputation, outside your site, doing the talking.” – Jim
 
Strategy Breakdowns
 
Upgrade your favicon
It’s small—but it shows up everywhere: browser tabs, bookmarks, and now, AI-generated results. A clean, branded favicon increases visibility and brand recall in subtle but powerful ways.
 
Start small with smart keywordsGoing after high-volume terms when your site has little authority is a losing game. Instead, focus on specific, lower-competition keywords with real purchase intent—like “sports massage for runners near me” vs. just “massage.”
Prioritize user-generated contentEncourage reviews, testimonials, and organic mentions. These signals help build credibility with search engines—and they influence customers who never even visit your website.
Rethink brand naming A generic name may sound safe, but it kills your searchability. Unique, ownable brand names are easier to rank for—and easier for AI to identify and recommend.
 
Contact Information: 
Website: Visit https://www.ruinvisibleonline.com  for more episodes, resources, and contact information
LinkedIn: https://linkedin.com/company/ruinvisibleonline
 
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