How Remodelers Are Getting Found in the AI Era

00:00
Aaron
So there’s a lot of talk in the industry right now about how AI is going to disrupt lead flow for people, how it’s going to disrupt visibility for your company, how your clients are going to find you through search in the new era of AI. And in this episode, we’re going to be covering all of those questions and talking about how to get traffic to your website. Even in this upcoming age of AI search, we know this is an area of concern for a lot of remodelers right now, which is why Logan’s putting on a free webinar on November 6th on this very topic. Attend that. He has very tactical examples of what’s changing, what you can do about it. And if you have any live questions you want to ask, this is the place where you can come and ask them there.

00:37
Aaron
So, again, that’s November 6th at 2:00pm Links for that are in the show, notes of this, or you can also go to our website, contractor growthnetwork.com you can catch it live or that same link will work for afterwards. You can catch the replay if you’re watching this before November 6, 2025. That being said, let’s get into the episode.

00:59
Logan
Hey, everyone. Welcome back to the Contractor Growth Network podcast. I’m Logan Shinholser and today I’m still joined Aaron Horner.

01:04
Aaron
Hello. Hello.

01:05
Logan
And we’re talking all things as it relates to Google AI, all the new updates. It’s October 21st as of the time of recording. And the importance of that is basically, this stuff changes so quickly and a lot of it is just keeping up to date. But we’re gonna talk about the latest and greatest with all the stuff and really where the direction’s headed.

01:24
Aaron
Yeah, yeah. So last episode, where we left off in the series now on Ramallah’s overall marketing plan was we have the media, we have the website. Now we’re talking about getting traffic to.

01:33
Logan
The website and yes, and what we’re talking about specifically with like Google and AI, there’s like different types of traffic. So traffic being like people coming to the website. Remember, you know, the website’s meant to be that resume for the business that’s meant to educate and nurture and basically show people, hey, when you work with a remodeler, this is how it should be done. And then nurture being, this is how we do it specifically to benefit you. So it’s a bit of education, but also persuasion involved with it. So if you have not heard that, go back, listen to that episode because that will then, like everything we’re going to talk about today doesn’t really matter as much if we don’t have the website dialed in where people can actually see themselves wanting to work with you.

02:13
Aaron
Yeah, 100%.

02:14
Logan
So with the Google and the AI stuff really what it comes down to is we’re talking about people that are actively searching for a company like yours. So the difference here would be when we think about intent based marketing, that is somebody is has intent to want to hire a research. So that would be going into Google, kind of going into chat, CBT or Gemini or any of these sources. Basically they’re asking, hey, I need you to help me find someone to do this thing. The other type of marketing is going to be more like billboards or Facebook or Instagram ads or things where it’s like you don’t know if that person is searching for your thing or not.

02:56
Logan
Yeah, but you do know, okay, if we put up a billboard and let’s say our clients are more affluent and they live more in like the suburbs, like right next to the actual city, then a smart way to market would be get a billboard that’s off of the major highway that’s maybe driving out to. I don’t know if it’s all like doctors you work with a lot out to the hospital in the city or right next to the city versus putting up a billboard you know, 40 miles out in the middle of nowhere.

03:27
Aaron
Yeah.

03:28
Logan
So that’s what we’re talking about today is more. So the intent based stuff next time will be more of like, you know, sponsoring in a magazine or you know, like a golf cart and things like that. But today is simply just if somebody is actively searching for you, can they find you and how do we make sure that they do find you?

03:47
Aaron
Yeah, Instead of just general brand awareness, this is like I’m actively searching for somebody to solve my problem lower in.

03:54
Logan
The sales funnel, lower in that funnel of they’re getting closer. And the reason for that we won’t talk about this is a lot of people skip this part. They go right to. Or they don’t even think about it. They just think about like if I just do a bunch of like, you know, my ideal clients reading this magazine or they go and play golf, so maybe I should put up a golf card sponsorship. That’s fine. But like realistically people are not on the golf course actively looking for your stuff. Yeah, that is a branding play that down the line will beneficial. But just as far as going in the right order, we want to make sure that if people are Actively searching for your stuff. We’re not skipping over those people were, you know, catering to them first.

04:32
Logan
And then once that is dialed in and you have a system around that, then you can start to go more and more into the other higher level. Meaning they’re not ready yet. They may be a few years out from their remodel project. It’s still super important, just not this very second.

04:49
Aaron
Yeah, because what I’m assuming is when you start those campaigns thinking that they’ll bring in leads, you then kind of see that if it’s an awareness campaign, maybe it didn’t meet your expectations, it’s not what it was supposed to do in the first place. And then almost you give up hope on any sort of advertising at all.

05:03
Logan
Correct. It’s a lot of, hey, I boosted this post of a project we just did, and I got a bunch of comments and a bunch of likes, but nobody reached out. And there is a way to get people to reach out. You have to give, like, a special discount or an offer or a promo. We’ll talk about that more next time. But the better way of, you know, going in the right order is if people are actively raising their hand to want to work with you, make sure that you’re showing up there first and foremost.

05:30
Aaron
Great. Okay, cool.

05:32
Logan
So when it comes to Google versus AI, there’s a lot of changes that happen. The big thing to think about with all this is Google AI search. When we say AI search, we mean, like Google has their own version of ChatGPT, which is called Gemini. Then you have ChatGPT, then you have another one called Perplexity, and you have a one called Claude. And they all kind of have their sweet spots and their nuances and what’s good for what, but they’re constantly changing. Google is the same boat. So Google, Bing, the other search engines that you go to, they’re shifting around a lot. They’re testing a lot of things. At the end of the day, Google’s still a business. So they want to make sure that people are constantly coming back to Google.

06:11
Logan
So they want to make sure that they’re giving the user the best experience. So they shift a lot. And that’s, you know, if you look at photos of what Google looked like, Google Search looked like even five years ago, it would look pretty different than how it looks now as far as what the interface of the result page looks like. Yeah, you just. You get so used to it because they make slow changes all the time that you slowly morph into the new one. But, like, it is shocking how different the old one like looked.

06:41
Aaron
Yeah.

06:41
Logan
And it’s kind of like, I mean I was at my in laws house this weekend and they had an iPhone4 still iPhone4 I think came out in like 2009 or 11 and it was like I could not get over like first off why they still had it.

06:54
Aaron
Yeah.

06:54
Logan
But second off how small it was and they still have the button for the home and there’s only one small camera and like all that stuff and like the charger is now it’s the old school wide one and I forgot just like wow. It was only 15 years ago that this thing came out, but it’s so different. That’s kind of how Google is.

07:12
Aaron
Yeah, the slow iterative changes. It’s hard to tell what’s even changed because even just now you didn’t even mention the AI overviews like adding that in. I mean that’s almost older at this point now that they started incorporating those.

07:25
Logan
Yeah, I mean the AI overviews are basically, they’ve started to do this thing called like zero click. They did that a few years ago. And basically Google wants to keep you on their. It’s called a SERP or a search engine results page. So basically when you type in something into Google and you hit enter whatever it spits back. That page as a whole is called the SERP search engine result page. And what they have had for a long time is it used to be if you wanted to check what the weather was, you would type in what’s the weather in Charlotte today?

07:55
Logan
And then a bunch of those links would pop up like how it normally does and you would have to click one and then it would take you to the one that they thought would be the most likely source to give you an accurate response, which is probably going to be weather.com and then in weather.com, you were able to find out, you know, what’s the weather in Charlotte today? Yeah, well you didn’t really need to go to weather.com to figure that out. Google’s smart enough that they now just say, well screw it. If you type in what’s the weather today?

08:19
Logan
They’re going to have, it’s called a featured snippet or and it’s a, there’s a bunch of different names for this stuff but basically you’re going to have something that pops up at the top of Google that says this is the weather for today in Charlotte. If you want, you can still scroll below that and actually still go to weather.com and all these other things. But basically that was Google’s way of saying we don’t need. You don’t need to go for like a search that’s this simple. You don’t need to go to weather.com we can just keep you here with the goal. If you’re still on that Google page, you’re more likely to then do another search. And that other search may actually trigger sponsored ads or Google Ads that you would then be likely to click on, which is how Google makes money.

08:59
Aaron
Yeah, they want to keep you there. They have no incentive to send you off to somebody else’s website unless it gives you a better experience than they can provide.

09:06
Logan
100%. Yeah, because they want to keep you there. I mean, a huge, huge majority part of their business model is on ads. So they want to make sure that they’re finding that balance where if they only showed you ads. The benefit of ads is that you can gain the system more. You don’t have to like organic, which basically is all the free stuff that’s below the ads. You have to work towards earning those spots with ads, you just have to pay for it.

09:35
Aaron
Yeah.

09:35
Logan
And a lot of times the paid ones. Yes. There’s a whole algorithm and setup to make sure that you’re delivering good ads to people. However, the benefit of an ad is you can basically jump the whole list whether your stuff is good or not. Yeah, but if all the ads are crap ads, people are then going to say, well, I’m going to stop coming to Google and they’re going to go to Bing or somewhere else. And then now Google has no shots. They still have incentive.

10:02
Aaron
It’s a balance that they have to find, I guess. Exactly. Yeah.

10:05
Logan
Yeah, yep, exactly. So with what we’re talking about today is we here at cgn, we are huge on organic and AI, not as much on Google Ads specifically for the remodeling industry. And the reason for that is it doesn’t mean that ads cannot work. But basically our, you know, we’ve tried ads a bunch of times over the years and we’ve just never seen the result be as impactful as organic. Few different reasons why. So first off, with Google Ads, you are basically, you know, you’re spending, you have to spend enough money. It’s not like you can put in like 200 bucks and, you know, crush it. On Google Ads, you need to put in like a few thousand bucks a month is usually like the minimum, like suggested amount.

10:51
Logan
And with that, for that amount of money, our philosophy is you could be building that into your own brand, creating your own content, things that are going to stand the test of time a lot more. Because let’s say you spend five grand in a month on Google Ads versus five grand in a month and you get a half a dozen blog posts. Well, if those ads produce nothing, then you have nothing to show for and basically you just paid Google. But those blog posts, if they produce nothing in that same month, well, at least you now have a half a dozen blogs that you could still use in your sales process or in your email marketing. So basically you have actual tangible things that you’re able to use. Assuming that both things do not work at all.

11:33
Aaron
I mean it’s similar to the conversation we would have years ago when the discussion was more around like should people build their brands with like Angie’s list and things like that?

11:43
Logan
That’s great. Yeah, that’s a great sticking point on that as well. Of like it’s the same thing of what happens if something happens to Angie. Like they get put in a class action lawsuit, which happened to HomeAdvisor. So you know, but Google, you could also make the same argument with Google of like right now, is that happening with ChatGPT and things like that? However, Google is like such, you know, the idea of too big to fail, like they shift a lot and the stuff that they do is not really, I mean it’s not nearly as like nefarious if anything as like what HomeAdvisor does. Like I think people, most everybody trusts Google. I think most everybody does not trust HomeAdvisor or Angie and things like that. So there is those differences.

12:29
Logan
But on the Google Ad side, basically the big benefit is you get to pay to be at the top of the list faster. The way that Google Ads work really well is if you’re able to get a very fast conversion, meaning you’re able to generate a lead quickly. The reason for that is Google likes to be able to optimize around who they show the ads to when somebody is searching. Because Google wants the ads to work for you. Because the more that the ads work for you, the more that you’re going to continue to spend money, put money into it. Things like that.

12:59
Aaron
Yeah.

13:00
Logan
With that said, on the remodeling side, when you’re talking about $100,000 and up kitchen where you need to like think about it and talk to your spouse before reaching out, that typically does not go add to page to lead filled out. It’s usually much longer. Which means that it’s harder for Google to figure out what to optimize around. So typically you don’t have enough conversions because Google has like a minimum amount of conversion that they want to see on like a week to a monthly basis to be able to like optimize around. And typically that does not happen if you’re like in the higher level design build. Now if you’re like a bath fitters or something where it’s more of like a, you can do a bathroom in a day or two and it’s like you’re all about volume.

13:44
Logan
You’re getting in, you’re getting out. People don’t need to think as long so it’s a faster conversion, it can work very well for that.

13:51
Aaron
Yeah. So what you’re saying is that gives Google a lot more data to pull from and be like, okay, this was successful, this wasn’t. And then they can optimize based around that. Correct. Such little lead flow. It’s not nearly as hard to.

14:04
Logan
Yeah, because like they, I heard a stat a few years ago that they talked about, you know, Facebook has, they think about 50,000 data points on each person. They think Google has about 2 million. Because Google really is, you know, between Gmail and Google Maps and like it’s all those things. Yeah, they’re pretty smart. They know a lot of things about a lot of people. So with the Google Ad side they just, they’re able to kind of optimize around who they think is more likely to click on the ad and see the ad based off of like your previous search side of things.

14:34
Aaron
Yeah, yeah.

14:36
Logan
So that’s the first piece is Google Ads can still work. But our thing is like if you’re gonna put money into it, put it into your own brand because that in the long run is gonna be way better. Second piece is gonna be something called click through rate. So basically when you do a Google search and it pops up with that search engine result page, the percentage that people are going to click on each of the individual links, whether it’s the ads organic or it’s the maps, each of those has like a percentage of like how often are people clicking on it. All the ads combined typically get about a 5% click through rate. Which means that if 100 people are typing in kitchen remodeling company near me, 5 people are going to click on the ads.

15:22
Logan
95 people are going to click on the organic section which is below the ads. Yeah, so you’re automatically fighting for less people. Like that number one organic spot in Google, like the free spot gets a 34% click through rate I think was like the last stat that came out. So just think about all the ads combined. Get 5%. That first organic spot gets 34%.

15:46
Aaron
Yeah.

15:46
Logan
So when you talk about like the piece of the pie that you’re really fighting for, that’s the big difference as well is that you have a much higher likelihood that somebody’s actually going to click on your stuff if you are in the organic section compared to the ads section.

16:02
Aaron
Yeah, yeah.

16:03
Logan
Okay. So that’s the other big part of this is not only are you building your brand with organic, the likelihood that somebody clicks on you and trust you more is much higher. Again because people know that you have to earn those spots versus paying your way to the top.

16:20
Aaron
Yeah. Okay, so organic search results is the main traffic source you’re talking about.

16:25
Logan
That’s the main one.

16:26
Aaron
Correct. With our clients looking at the back end where their leads are coming from. Is that pretty much the vast majority of where all leads are coming from?

16:33
Logan
Most leads are going to be coming from. They’re going to say one of two things. Either one is going to say organic, which is straight up like Google says. This is coming right from Google. Or the second one is going to be called direct traffic. What? Direct traffic. And you’ll see this if you have analytics tool or like a Google Analytics on your site or a HubSpot or whatever that is direct basically just means we don’t know where it came from. Meaning it could have been somebody just typed in your website directly. It could have been scan the QR code or something. It could have been scan a QR code. Assuming that you don’t have tracking set up on the QR code. Or if you text somebody a link to your website and they click on it, that’s that way.

17:10
Logan
So basically it’s their way of saying we don’t know where this came from. Now that’s way more common in like the remodeling space because typically for it to be organic, somebody would need to type in kitchen remodeler near me, go through your website and then fill out a lead form.

17:25
Aaron
Yeah.

17:25
Logan
In a certain period of time for them to Google to say, okay, we’re going to connect the dots and say that this is organic.

17:31
Aaron
Now you said for Google to connect the dots, would that not be on the website to do that to?

17:37
Logan
So Google is just tracking what you do from the Google search engine results page to the website to then what you would consider to be a lead.

17:46
Aaron
Okay, so how are the remodelers? How are they getting that, those analytics.

17:51
Logan
So that would be Google Analytics. If you have Google Analytics set up on your website, I see that will track it. We have like, I know with our clients, we have. We built out like a custom analytics whole, like software setup that everybody’s on now that gives us like enhanced analytics into a bunch of different things. But basically it tracks all of that stuff now as time goes on, the way that it used to work before all the privacy stuff and basically like Facebook back with like the Cambridge Analytica stuff, I think in like 2017 or 18, that messed everything up because basically what was happening, maybe it was a little bit after that, but either way, it was like the wild west as far as, like, they would track you on what you’re doing on the Internet for like a very long period.

18:37
Logan
Like months.

18:38
Aaron
Yeah, yeah.

18:38
Logan
So basically if you typed in remodeler near me and you went on logansremodeling.com and then two months later, as long as you didn’t clear your cookies and stuff like that, if you went back to that site, Google could still track it and go, oh, two months ago, Aaron was here and they just filled out a form. So because they came in organically, this is an organic lead.

19:02
Aaron
Yeah.

19:02
Logan
But as time has gone on and the privacy has changed and things like that, now it’s harder to make those.

19:07
Aaron
Changes so far back.

19:09
Logan
So now it’s really like you kind of have to do it right there on the spot.

19:12
Aaron
Yeah.

19:13
Logan
Or, you know, and like now they have certain browsers. Like DuckDuckGo is one where like, there is no tracking. So. Or like on your. On Safari or your iPhone, the default is no tracking. So it’s like, it’s getting harder. So what happens is now you’re going to get a lot of things that say direct traffic because Google doesn’t know where it came from because it has to be. It’s like the last time that you went to the site.

19:34
Aaron
Yeah.

19:35
Logan
That’s where that’s when it popped in and said, okay, they just filled out a contact form. So a lot of it now is. It’s a lot of like correlation that you’re looking at is like, okay, overall leads that we see coming in from, say, directly now once your Google rankings increase and we see that you’re getting more traffic to the site for the keywords that you want to get found for and you quote, unquote, coincidentally double the amount of direct leads coming in the door as well.

20:03
Aaron
Yeah, you can see there’s a correlation.

20:06
Logan
Yeah, it’s kind of like, the idea of, like, even with Facebook ads, where, like, I was talking to a guy that does Facebook ads, and basically he said, when I talk to clients, I’m gonna run Facebook ads. But what I found is that when I start to run Facebook ads in your area, and he does it for painters, he was like, you’re going to quote, unquote, coincidentally start to get more forms to your website that are not going to be through the Facebook ad form that I’m sending out.

20:26
Aaron
It’ll be direct.

20:27
Logan
Yeah, it’s going to be direct. And you’re going to turn around and go, well, the Facebook ads don’t work. I’m getting everybody through my website. But the reality is it’s because you set up this ad, people may not look at the ad, but they may go, okay, like, who is this company? Let me go to Google. Then you research the company, go, okay, I’m in. But the ads were the reason that got you there. So it’s very similar in the Google world and AIs even more.

20:49
Aaron
Yeah, yeah. It becomes very difficult to track your roi. How effective is this? Having real clear answers to those questions is tough.

20:58
Logan
Yes. And the whole attribution is like, nobody really has it figured out.

21:02
Aaron
Okay.

21:03
Logan
Like, no. I mean, you have all these softwares that can get it better and better, but ultimately, you know, you’re trying to piece together these customer journeys that are like so many different touch, like, you know, so many touch points of like, did they first see you on Facebook or do they hear about you at a networking meeting or things like that. So, like, the journeys are so crazy at this point that a lot of it is, you know, we track all this stuff and we’ll look and we’ll see. Okay. For direct, like, is your direct leads going up as well? Can we specifically say, hey, this, you know, we know that this, you know, we can’t, unfortunately, because of, like, how it works. But, like, basically we will see.

21:42
Logan
Are we going, Are we increasing for the keywords that we want to increase for in Google? Is that bringing in more people to those things? And on top of that, is that also increasing the overall leads coming in from either organic or direct?

21:55
Aaron
Yeah.

21:56
Logan
Okay, makes sense.

21:57
Aaron
Yeah. So then at that point, I mean, the only way to make those distinctions is have it like in your contact form. How did you hear about this? Directly, manually. Get it from the people telling you themselves.

22:05
Logan
Yeah. And even with that, though, that’s still. Then becomes like, there are gonna be elements of, well, how’d you hear about it’s? Like, oh, you know, like the Internet.

22:12
Aaron
Yeah.

22:13
Logan
Or like, you know, how’d you hear about, oh, Google? Well, like, was that really Google or was the first time on Facebook? So it is another way to do that, but it just becomes like you’re then relying on the person and I don’t know, I’m not a big fan of it. Like, okay, like, what specifically did you type into Google?

22:31
Aaron
Yeah.

22:31
Logan
To get. So it just becomes like kind of like a mishmash of like how the person answers and then do you want to dive deeper into it? Is what they’re saying even realistic? So it’s a lot of like, really just doing the right things, seeing how, like the leading indicators are shaking out, meaning your rankings, your traffic, how long people are staying on the website, overall leads, and then looking at that as far as like correlation into overall leads and things like that.

23:00
Aaron
Okay. Yeah. So the attribution across the board can get a little dicey to figure out. So are you saying that’s true for all organic traffic? No real way to get around it? Is that kind of.

23:13
Logan
Yeah, I mean, with the exception of unless you have people that come in the door and very quickly convert into a lead where they’re able to be tracked from Google to website to the lead.

23:23
Aaron
I see. But in the industries where you’re doing larger projects, you’re going to have longer lead times and the sales cycle is going to be longer. That’s when all this obscurity comes in.

23:32
Logan
Yeah, it’s less about the sales cycle, but it’s more about, like, the customer journey as far as, like, how much research are they doing ahead of time before they reach out to you? That is the thing.

23:42
Aaron
Yeah. Okay.

23:43
Logan
Yeah.

23:43
Aaron
Okay. So, yeah, that makes sense. So that’s what we’re mainly seeing for clients now. How much of that is changing? How much has changed in the past six months with AI and the changes to Google?

23:57
Logan
So it’s. It’s changed a lot. So on the AI side, basically the way that it’s going is people are getting. The big benefit of using AI is you’re able to have like, more conversational searches, if you will. So let’s say if you were looking it just typical Google. If you’re looking for a kitchen remodeler near you, what would you type into?

24:22
Aaron
Google Kitchen remodelers near me. Perfect.

24:25
Logan
Now if you’re going into and you’re getting used to conversing back and forth with Google or with ChatGPT and you were looking for a kitchen remodeler near you. What do you think you would type in?

24:36
Aaron
Yeah, so then I think I see what you’re getting at. Rather than being like a search phrase, like if you were just talking to a friend about you would be something like, I’m looking for somebody that can do my kitchen remodel and I’m concerned about these things. Like it would be more conversational like that. I guess, like, yeah, somebody. I want somebody trustworthy in our area who has good reviews and can perform like, can fit this timeline or something like that.

25:02
Logan
Yeah. That’s the direction that this is all going.

25:05
Aaron
Yeah.

25:06
Logan
Which is, it’s a very different approach to it. So basically people are getting more used to and comfortable with what? Like, you know, if you did a voice search, you would typically not do a voice search of like kitchen remodeler near me. You’d be like, hey, I need a kitchen remodeler who is able to start, you know, or finish before Christmas because I’m having people over for Christmas. I also want them to have this sort of style and they need to have good reviews.

25:32
Aaron
Yeah.

25:32
Logan
So now it becomes like a multi step process to find that right person. Google can’t handle that on its own because it’s not set up for that.

25:40
Aaron
Yeah.

25:41
Logan
Google is all about optimizing. They still want to get you the best results. So if it’s kitchen modeling or me, they don’t want to send you somebody that has like all one star reviews. They’re bad. They still want to get you the right people. But because of how AI works, it now becomes, it’s meant to give you better answers, more specific to you, even more than what Google was able to give you. But now because of the behavior stuff. So a lot of people are now getting used to conversing back and forth to ChatGPT that now it’s becoming, they’re typing in longer things. So now it gives it more insight into what specifically you’re looking for.

26:20
Aaron
And I would think like from a little bit more of an outside perspective, because I have less insight on this than you. I would think Google Search or Gemini, it’s all still Google. They’re still using the same basic framework for deciding who to show, but Gemini is like almost just a new way to prompt it. Like a new coat of paint over the same backend. Is that like, not quite. Like you’d almost think they’re gonna show the same companies on Gemini that they would on Google Search.

26:50
Logan
It’s very similar.

26:50
Aaron
Yeah.

26:51
Logan
So basically the way that it works is right now for Kitchen remodeler near me. They’re just gonna take that search for face value and say, okay, which company do we feel like is a good kitchen remote modeler for Aaron in this area? The way that AI works is it’s called RAG or retrieval Augmented generation. And basically what it does is the first part is retrieval. So if you type in kitchen remodeler near me, what it does is it doesn’t take kitchen remodeler near me at face value. It’s actually going to do a bunch of different searches all at once. So it’s going to say kitchen remodeler near me. Top kitchen remodelers award winning kitchen remodelers. Kitchen remodelers who specialize in design. Kitchen remodelers who have been around for a long time and basically.

27:37
Aaron
And is it pooling those based on your context of previous conversations with it?

27:41
Logan
So right now as it stands there’s. I’ve not seen anything that says okay based off of, you know, your historic, that we’re doing this at least like with Gemini. My firm belief is in the future it will be way more like that. Yeah, it does it a little bit with like chat, GPT and things like that where it’s more like they kind of know your backstory even more. But like I very firmly believe that we’re only a few years away where it knows like, hey, you were just looking up like this morning. I was looking up, you know, three row SUVs that are family friendly. So now it’s going to go, okay, this guy’s family friendly. So when I do a search they’re going to be like, okay, well you have a family, we should probably find a family friendly remodelers.

28:22
Logan
So now it’s going to be remodelers who are also have safety precautions, things like that.

28:26
Aaron
But as of October 20th of October.

28:28
Logan
21St, I have not seen that’s like definitive. Although conceptually there’s a lot of like conversation around that sort of happening. It’s just like I have not seen it like in any like research data.

28:37
Aaron
If you will, proof of it yet. But that seems to be where it’s.

28:40
Logan
Headed because that’s the whole goal of this stuff is to get you answers and more specific answers faster. But for right now it’s going to do all those like guess all the things that they think it should also search. And then it’s going to go through the augmented phase, which now that it is a search, it’s going to then go through all the Results that are there. So it’s going to figure out, you know, who are the top people for kitchen remodeler, near me, who are the top companies and the top sources in Google, because that’s where it’s pulling all of it from for highly rated kitchen remodeler and kitchen remodeler that focuses on design and so all that stuff. So it’s able to go through not only like your Google search page, but in that page it’s then gonna go.

29:22
Logan
If Houzz pops up, it’s gonna go through Houzz and things like that. So it’s going to gather a ton more information based off of not only what you search, but also what it thinks you should search. And then the generation is now it takes all that information and it pulls it back together and gives you what it believes to be the best answer to your original question.

29:43
Aaron
Yeah, so I mean, it’s one step further than the AI overviews.

29:47
Logan
Yeah, it’s a lot. It’s a lot further. So it’s like it’s basically doing a dozen searches or more at once, pulling in a ton more data, and then pulling all that data back in to a very simple way to understand it.

30:02
Aaron
Okay, so then how does that affect, like, there’s a lot of things on how that changes your experience with Google, things like that, but how does that actually affect, like which companies get found?

30:12
Logan
So the first part of this is which companies get found. So let’s say you use. So there’s a distinction between like the rag method, because it’s going out live versus let’s just say with like normal chatgpt. Normal chatgpt. If it’s not, if you don’t click the button that says do deep research or do a web search, it’s only going to use the information that it has been collected, which at this point was up through 2024.

30:36
Aaron
Yeah. So it’s based on previous training data.

30:38
Logan
Correct. So basically, if you were not in the previous data set that it pulled from by 2024, meaning let’s say you didn’t focus on SEO until this year, or maybe you started last year, but you weren’t really high enough for it to like really warrant anything for you’re not going to be in the in chatgpt by itself. But if you then say, hey, I want you to connect to the web, or if you’re using Google, where that is connected to the web, like things like that, then it’s going to be able to go out and get more live, real time data.

31:08
Aaron
Yeah. So there’s two different searches that people will be doing. Like going through chatgpt is just old data and then chatgpt actually going on the web, which is Gemini’s default, Correct? Yep. Yeah.

31:19
Logan
Now the big difference here is do you need the most October 21, 2025 data on how to make a peanut butter and jelly sandwich? No, you could just use normal chatgpt, you don’t need that. But if you’re like, who’s the best kitchen remodeler near me? You want more real time, up to date stuff. So that’s where you want to either click on web search or sometimes chatgpt, like we’ll just automatically do it, things like that. So that’s where the shift comes in. And recently what Google actually did was Google used to be able to make it where these companies could say, hey, instead of normally there’s 10 links on that search page for Google. You could actually click a button at the bottom of the page and say, show me 100 searches all at once. A hundred results. Excuse me, all at once.

32:05
Logan
What these companies will be able to do is ChatGPT would be able to automatically go in and say, hey, give me all 100 searches at once. And it costs them, let’s say, one token to be able to do that because they can only scan one page. Well, now Google turn that feature off. So now Google only shows the top 10. And if you want to then see results 11 through 20, you have to then go to page two. Well, what that requires is ChatGPT now has to get to use one token per page. But now each page that it scans, it can only get 10, not 100. So if it still wants to pull in 100 different sources, different search results, it’s going to need to use 10 tokens, not one token.

32:49
Logan
So it costs 10 times as much money for ChatGPT to actually pull in all those results.

32:57
Aaron
I’m assuming Google did that on purpose. Yeah.

33:00
Logan
Pretty smart, right?

33:01
Aaron
Yeah, yeah, yeah.

33:02
Logan
So now what that really means is unless ChatGPT is going to fork out a hundred, I’m sorry, 10x of what it previously was, which it most likely will not do. Now, if you want to get found in these sources, you have to be on page one.

33:17
Aaron
Shoot. Okay. And I mean like in the current state, there’s like what, seven organic spots on page one?

33:23
Logan
Well, this would be like, like 10 organic. Okay, yeah, so I see.

33:26
Aaron
Yeah, I see. Yeah, yeah, shoot. Okay. So then I guess it’s like how is it analyzing things differently than Google? What actual steps do remodelers need to take differently to speak to AI search as opposed to traditional Google search?

33:45
Logan
There’s a lot of overlap and a lot of similarities. There’s also some things that are kind of crap that work well in AI. Like let’s say for example with the LLM stuff, meaning not connected to the Internet, what they really care about is how often is your company being cited online. Not necessarily quality, but just quantity. And it looks at, the more that we can find your business, the more likely it is that we’re going to, you know, you’re going to be the one that we’re going to credit as this is the person who’s teaching you how to make a peanut butter and jelly.

34:18
Aaron
Yeah, yeah.

34:18
Logan
So if you want to appeal to just the non Internet version of stuff, which still has a lot of value to it, you want to get cited all over the Internet in a bunch of different places. So that’s setting up what’s called citations. That’s still good for Google as well. But basically you want to make sure that you’re being found everywhere.

34:35
Aaron
Okay.

34:36
Logan
Now when it comes to the.

34:38
Aaron
Not that sounds sucky, I mean, but.

34:42
Logan
It’S a best practice. So like the reason that it’s important though, because it is a little bit of like a gamification. But the reason that Google and ChatGPT likes that is like we do this with all SEO clients. It’s setting up citations basically meaning on every directory, website, on the Internet. We want your business to have the same name, address, phone number, email, hours of operations. Because basically if you have consistent information, then Google has more confidence that you are going to be a legitimate business that they can provide. Because what they don’t want to do is say call Logan’s remodeling company and it looks out online and I have three different phone numbers. Which phone number do they show you?

35:18
Aaron
Yeah, yeah.

35:19
Logan
They don’t know.

35:19
Aaron
So they just don’t get frustrated with.

35:21
Logan
It because like what if you have like what if they give you the wrong phone number? Then do you trust Google as much the next time? Probably not. So that’s part of this stuff. So that is a big shift here that like you need to make sure that you’re getting cited and things like that. It’s still like that works well for Google. That’s like one of the first things that we do with clients that come in for SEO is we first set up all their citations. We go in and manually create all these things to make them good to go. You see a pretty good boost as far as, like, how much is, you know, Google showing you for these different things? So that’s always been around. It’s just now it’s getting more important because of AI.

35:59
Aaron
Yeah.

36:01
Logan
Other things that they’re doing is the way that AI, because it’s like trying to scan through data really fast. You need to create, like, when you write blogs or write pages on your website, like, you want to make it more conversational. So if you’re writing a blog all about, let’s say top five kitchen trends, and we’ll say one of the trends is Herringbone backsplash, you would want to, when you create like a headline for like that section of the page, you would want to write that as a question instead of maybe just a statement that you would before or before it’d be like, herringbone is in style, would be like the statement as like the header. But now you would be like, is Herringbone a good backsplash for kitchens? And then you would answer it below it with more like, straightforward information.

36:50
Aaron
So it sounds, I mean, like there’s formatting changes and things like that. Like the marketing company or whoever’s doing your blogs, whoever’s creating the content, they’ll have to know all those little tricks and things. But the name of the game is still the same thing. It’s educating people, answering questions.

37:06
Logan
That’s really what it is. And that’s where like, going back to the. The beginning of like Google Ads versus, like Google SEO, like, all the SEO stuff that we’re doing, like the clients that we’ve been doing SEO for the longest, coincidentally, also are getting found the most in ChatGPT and things like that right now. And we have software that shows that sort of stuff. So it’s like it’s there. And this is then as you start to move more towards that idea of like, you know, instead of having ChatGPT or Gemini or these things say, like, all right, like top remodeler remodels with lots of reviews. It’s also then you’re like, okay, what is important to Aaron? We kind of know what Aaron likes to spend on things. Does he care about design? Does he not care about design?

37:47
Logan
Does he have a Pinterest board that he has all these things on? Or not. So, like, it’s going to get to that point where it’s really so specific to you, which then means that the remodeling company, if they want to be a choice for you one first and foremost they need to get found by ChatGPT and AI. Meaning if they’re not on the first page right now, you’re in trouble.

38:11
Aaron
Yeah.

38:11
Logan
On top of that, are you making it easy where they’re able to scan through your website? Like, there’s a lot of people, they don’t even realize it. They write their own blogs. Google doesn’t even show them in Google, like you just don’t know that they’re not there.

38:24
Aaron
Because yeah, you put up on your.

38:25
Logan
Website, you figure, hey, like, of course they’re gonna show. They don’t. It doesn’t work like that. Google has to still like, it’s called indexing it, but basically put it into their search. It’ll go through it and then determine do we want to show this or not. A lot of times if it’s a crap blog or it’s not good enough or something’s wrong with it, they just won’t even show it. They’ll say, hey, we know that exists, but we’re just not even going to show it.

38:44
Aaron
Interesting.

38:45
Logan
So there’s a lot of that stuff that goes into it as well. So it’s a lot of like, can these AI search tools even find your stuff? First off? Which is a lot of the technical stuff that we look at and making sure the website architecture is set up correctly and it’s structured in a way that if you have a really important page on your website that you’re like, I really want Google to show this. It shouldn’t take nine clicks from the homepage to get to that page. It should take one click or maybe two clicks or that’s it.

39:13
Logan
So there’s a whole setup of like, basically it’s like if you have a really important book at the library that you want everybody to see when they walk by, you put it at the front, you don’t put it back where it’s like, alright, first off, where’s the business section? Okay, now for the business section. Are you categorizing them by the book title or the author’s last name? So it’s like you need to set that up in a way that it makes it easy because it costs Google a lot of money, the same way that it costs all these AI tools a lot of money to go out and scan and crawl the Internet.

39:44
Logan
So the harder that you make it on these platforms, the more they’re like, we’re good, we just don’t, Next time we come back, we’re not going to spend as much time on it. Or it’s like, hey, we’re only going to go through 10 pages today. And if four of your pages are bad pages or they’re broken links, so they go to, like, then you just miss out on those pages. And now Google only looks at six pages. So there’s a lot of that stuff that goes into it. And with the AI stuff, you need to make it very easy for your website to be read by this, where you can find it. You can then read it. It can then understand what you’re talking about. That’s the first piece. So that’s like all about the retrieval.

40:19
Aaron
Yeah.

40:20
Logan
Then from there, you need to make sure that the information is tailored to what people want to see. So if it’s back to that Aaron example of, hey, it’s all about, you have kids, you like design, you have this style, then we need to make sure that we’re talking about those things on the website, in the blogs, online, because then you can pull it back and it’ll say, hey, Aaron, I found this company. It’s Logan’s remodeling. They talk about doing dust protection on the job site. And all of their subcontractors have gone through extensive background checks because you have a family. All of that stuff that you may not even be thinking of, necessarily, you just say, I want it to be safe for my family. And now, because that remodeling company said, here’s all the ways that we made it safe.

41:05
Logan
And that’s a big part of, like.

41:07
Aaron
So that’s like having information on your process pages or calling out specific examples. Like, like in the last episode, we talked a lot about the future project pages. Yeah. Things like that. Where you can have specific examples in the same way a person would go through and read it and be like, okay, this applies to me, the AI is essentially trying to do the same thing. They’re trying to connect. This is the person who I’m representing searching for this thing. I’m trying to find examples that represent what their needs are and then show that back to them. Yeah.

41:33
Logan
Because basically, think about it. If every time you went to, let’s say, perplexity, like a random one, but you went to perplexity and said, I’m looking for this. And every time that I gave you a suggestion, it was a fantastic suggestion.

41:44
Aaron
Yeah.

41:45
Logan
You’re gonna stay on it.

41:46
Aaron
Yep.

41:47
Logan
You know, so that’s what they’re trying to do. So it’s a lot of just making sure that you have. It’s. It’s easier for it to collect the Information. A big part of this is also is making sure that you’re diversified. So it’s not just your website anymore. It’s website, it’s YouTube. It’s, you know, Google can now find Instagram and TikTok and things like that. So now making sure you have the other platform set up and making sure that you may not like it, but having a house and angie profile where like.

42:15
Aaron
Oh, really?

42:16
Logan
Yeah, like you don’t have to pay for it, but you need to have that stuff set up because that’s also part of like those citations in like those quote unquote directory websites. If you’re able to like go join a local chamber of commerce, like all of that stuff, now it becomes this holistic play where ultimately the best businesses are going to win.

42:34
Aaron
Yeah. Okay, so what I’m hearing you’re saying is previously the way to get found was really a lot of focus on just your website, your Google business profile and those reviews, like putting a bunch of information on there because Google can find that and all kind of links together. But now you’re saying outside of that, also making sure that your information is spread to YouTube, to Houzz, to Angie, to all these different platforms. Because now all of that gets congregated as well.

43:01
Logan
It was always happening before as well.

43:03
Aaron
Yeah. Okay.

43:04
Logan
But it just, it’s now being shed even more light on, like, you really have to have this stuff.

43:10
Aaron
Okay.

43:10
Logan
Like the fact that ChatGPT was obsessed with Reddit for a while.

43:14
Aaron
Yeah.

43:15
Logan
Where it was like, if you were on Reddit, you were getting it cited, like, that was good. But now they changed it and Reddit doesn’t get cited nearly as much. And, you know, now it’s a whole like Reddit stock dropped and all that kind of stuff. But it just basically is like, okay, ChatGPT wants to give the best answers. And at one point they thought, okay, open source, Reddit, that’s gonna be it. But then maybe they said, well, maybe this is a little bit too open source. Maybe we don’t take medical advice from Reddit and we actually go back to, you know, the actual, like PhD papers.

43:45
Aaron
Yeah.

43:45
Logan
So there’s gonna be like those shifts and like a big part of this is also you wanna optimize for all of them. Like, Microsoft is a major investor in OpenAI, which owns ChatGPT, which means that Bing is no longer the ugly, you know, step cousin.

43:59
Aaron
Yeah.

44:00
Logan
You now need to at least align with that because now that Google’s come out and said, hey, it’s going to cost you ten times to scan a hundred. Then ChatGPT now says, okay, I’m going to scan. And this is all like, because nobody really knows exactly how it does it, but like I’m going to scan the top 10 on Google, but then I’m going to do the top 100 on Bing.

44:16
Aaron
Yeah.

44:17
Logan
So now Bing’s all over all again, like, I’m sorry, all over again, like important. So it’s like now you need to make sure that you’re just diversifying. While before it was a little bit more gaming the system of like what can we do to make sure that were being found for a kitchen remodeler near me? Because we know that’s what people are searching for. And now it is this holistic play into how can we actually get found everywhere with all the best information that articulates what we do in a way that ChatGPT and all these other search engines or search AI or AI searches can figure that piece out, then understand what we’re talking about, put it all together and then serve it back to the right people at the right place and the right time.

45:00
Aaron
Yeah. Okay. So there’s tons and tons of things that like a bunch of different places that we need to be ranked things to be concerned about. I can very easily see how somebody listening to this, it can be, yeah. Very overwhelming. How, what would you say that person, how you get through that? Is there a few key things to focus on?

45:20
Logan
Yeah, I mean the first thing is going to be make sure that you are producing content on your website, like where it’s found, it’s written in a way that it still has to rank in the top 10 of Google. Otherwise there’s, you know, it’s no point like all that kind of stuff. So make sure it’s really, it’s all like the fundamentals of SEO are still very much at play. So and right now, just as like a heads up, it seems, especially if you’re in this world, it seems like these things are taking over so fast. But the reality is when there’s like a local search, like you’re trying to find, you know, like a local person, like it’s like 6% of the time is like when like that AI overview will pop up.

46:01
Aaron
Yeah.

46:02
Logan
But it’s 94% of the time it’s not going to be there. It’s just going to be like normal Google. So Google is still huge. Yes. They’re losing overall market share, meaning like percentage of people using them, but the overall number of searches Continues to grow every single year. So that’s like the first, like, big. You know, Google’s falling and AI is replacing everybody. And don’t even bother with this anymore because, like, life is over. Like, a lot of that stuff is just. I mean, I see this all the time on LinkedIn where people are like, I fired my entire marketing team and in 72 hours built an AI agent system that replaces all of them. What’s written by somebody that is literally, they don’t have any employees. If you, like, looked at their LinkedIn.

46:43
Aaron
Yeah.

46:44
Logan
So there’s just crap that is being put out left and right of, like, just use ChatGPT to source your best keywords. This is what you should do. Well, ChatGPT hallucinates, meaning it makes stuff up a lot of times.

46:56
Aaron
Yeah, it sounds very confident.

46:58
Logan
It sounds super confident. So you’re like, great, this is it. But then you realize that, like, it’s not backed by. It’s backed by what it thinks that you want to hear a lot of times. So it’s a very good, like, the more that everybody uses it and the more that we use it, the more that I realize it is not the end all, be all. It is simply a way to rephrase things or rethink about things. But ultimately it is not like a end all, be all of like, let me just type this in. Boom. This blog that ChatGPT wrote for me is done. You need to go back through and edit it and update it and things like that to make sure that it’s actually accurate and different and things like that. But back to, like, what do we do?

47:33
Logan
It’s still AI principles. Good, strong website. You want those citations created to make sure that you’re found on all the other directory sites. Great. Reviews is going to be a huge part of this as well. Not only Google Business Profile still going to be king in this, but also having Houzz and Yelp and Angie and things like that. Again, these softwares or like, these platforms are smart enough to know that, like, yes, you need Yelp right now, but ultimately, like, Yelp is more for, like, restaurants rather than like a remodeler. So, like, Houzz is gonna be more important. So in a perfect world, if you can get a client to leave you a review on Google and Houzz and Yelp and Angie and all these places. Perfect. But if you have to prioritize, I’m still all in on Google Business Profile, then Houzz.

48:18
Logan
Okay, so that’s going to be important as well. Links, meaning People that are linking over to your website is still a huge play in the Google side of things, where if you could join the local chamber of commerce or you could sponsor a 5K in your area, that is also going to help your website, you know, making it easy to get found. So basically, it’s not the sexy answer everybody wants of like, just do more listicles, because that works better. But it really is. The SEO fundamentals are still very much a play. Yes, there are some differences. Yes. There are ways to, you know, that need to be maybe emphasized more. Yeah, vert like, scale of 1 to 10, those citations, I keep bringing them up because it’s big. On AI. Scale of 1 to 10 for AI, it’s like a 10.

49:04
Logan
For SEO, it’s like a 3 or a 4. Meaning you still need to do it, you still want to do it, but it’s not life or death as it is like to be found with ChatGPT.

49:13
Aaron
Yeah, okay.

49:14
Logan
Proof is going to continue to be the biggest thing. Meaning, you know, I just did like an audit for somebody and went through and I compared like, these are the top five concerns that your client has. This is how you versus your top competitors all show up and talk about it. And like these three companies explicitly talk about on their website, hey, if you’re worried about communication, don’t worry. We use buildertrend and this is what it looks like versus the other two. They just say, hey, we communicate really well. Or we prioritize communication. And you could go in their reviews and the 14th review down, it says, oh, they use BuilderTrend. Well, then you’re forcing your prospect to go searching for that stuff versus making it explicit. So you want to make sure that you have on the website explicit ways that you.

50:05
Logan
It’s called like a mechanism. But basically this is how we accomplish this thing. So it’s an actual, like, proactive way of doing that. You want to make sure that you have those on your website as well, just to make it easy. So instead of saying, you know, we make it safe on the job site, it’s like, here are the ways that we make it safe for your family and your pets. And it’s just like, you know, dust protection, you know, false walls, locks, you know, we clean up at the end of every day.

50:33
Aaron
Tangible examples.

50:34
Logan
Tangible examples where if somebody, you know, it’s basically think about in a sales call, if it’s you versus me and we’re the same price point. And the client says, aaron, you say you communicate. How do you communicate? And you Go, well I just, you know, I call you back versus if you look at me and you go, how do you communicate? I’m like, we have a client portal. We’re gonna have daily logs, weekly updates as far as what was done and what’s coming up next. We’re also going to be doing a phase by phase walkthrough as well. If you’re the homeowner, who are you feeling better with?

51:04
Aaron
Yeah, definitely you.

51:06
Logan
That’s the same way that all this.

51:07
Aaron
Stuff works in this case scenario, generally I’d pick you up.

51:10
Logan
So that’s basically how it all is. You still want it to be very. All the SEO principles are still super important. A lot of them now are just even more important. But that’s what’s going to win out in the AI world.

51:25
Aaron
Okay, so it’s, I mean like the AI boogeyman that’s going to mess everything up. I mean, yes, the. It almost seems to me like things will change more from a user perspective, people searching it and they’re getting used to the new way that they can interact with Google. But from a back end perspective of you’re trying to get your company found, it really does sound like everything is mostly the same. There are some technical details that like your marketing company or whoever’s doing your SEO they need to have a handle on. But for the most part the strategy is the same. You got to answer people’s questions, prove your results for people. Get that out there in a bunch of places, not just for people, but now for the AI to find.

52:07
Logan
Exactly. So it’s not a. Conceptually it’s very similar. Like the 90% of it is all the same. It’s just produce good content that is helpful for people, that is specific to your company, things like that. The last 10% is like the what’s the actual way of going out and doing it. The more that this stuff progresses, like I said it like in our first like six steps for the remodeling side, like I firmly believe that this is going to replace referrals because it’s going to be come to the place where you know instead of asking your neighbor who did you use? Now it’s going to be asking your personal AI device that knows everything about you, who should you use because you trust it that much more, because they already know so much about you. So it’s gonna move more towards that direction.

52:53
Logan
So it’s really like that’s where I see this stuff going. And the more that you can get on it now versus later down the line, basically, you’re then gonna be in the next big ChatGPT training data set. Are you gonna be in that? Because you’re in those top 10 spots on Google and are you giving it more and more information? Because similar to Google, you know, it doesn’t wanna give you crap results, it wants to give you good results. And like, we’ve seen it already with like testing it with ChatGPT where it’s like, oh, like this, you should call this company number one. And when you actually click on it goes to a different company’s website. So AI Google, sorry, is so far ahead of OpenAI and perplexity and Claude and all these companies were like, Google, my.

53:38
Logan
My vote is still on Google that they’re going to win out because they have so many individual data points on every single person that it can now train on as well.

53:46
Aaron
Yeah.

53:47
Logan
That it’s just going to be like Google still king for this exact thing. And OpenAI has even come out and said, we don’t want to compete on that. We want to be good at AI agents. But as far as like local search, Google still the king dogs here. So, like, that means that you still need to be optimizing for Google because Google is going to be the big thing.

54:07
Aaron
Yeah. As of October 21, 2025.

54:09
Logan
Correct. It could be different as of tomorrow when this thing releases. But ultimately, yeah, I mean, it’s just do the right stuff that Google wants to see that your clients want to see, educate, nurture, be explicit in what you’re actually talking about. So less buzzwords, more concrete and just make sure that you’re able to then get found. Because ultimately you could have the best stuff. But if you’re the best kept secret because of the way that the site’s set up or the way that Google’s trying to crawl it, all that sort of stuff. That’s the biggest pain in the butt that if you know you’re amazing, but people have to go through reviews to figure that stuff out. It’s a bummer because it’s really. Then the people that have the best marketing are the ones that win ultimately.

54:49
Aaron
Yeah.

54:50
Logan
So that’s how it all works. AI Search Google, it’s a lot of the same stuff with a few extra things, but that’s really just how it all breaks down.

55:01
Aaron
It’s not as scary as it all seems at first.

55:03
Logan
It’s not. No. I mean, it’s great. I mean, I think it’s awesome. I think it’s gonna continue to make the best Companies win and the people that are able to articulate what they’re able to do the best as well.

55:15
Aaron
Yeah, like, you’ll hear some like, naysayers and be like, upset about how much Google changes and things like that. But I’ve always, like, been of the opinion, like, I mean, all of their changes, at least up until now, have been aligned with the best interest of, like, the companies and the people searching, like they want to get the best company to the right homeowner.

55:34
Logan
That’s, that’s what they want.

55:35
Aaron
Like, they want to get rid of all the gaminess. All the, all the. Well, if we do this, if we get rid of these little hacks, like, those stuff work for a very limited amount of time.

55:45
Logan
And that’s like were talking about this morning, like a week ago, Google just released an update to like, how Google Ads shows.

55:51
Aaron
Yeah.

55:51
Logan
So now it used to be, like, at the very top of the page, each of those listings would say sponsored. Sponsored, Sponsored. Well, now it just has a banner at the top that says sponsored, but you now have a button that you can click that says Hide sponsored posts.

56:05
Aaron
Yeah.

56:05
Logan
So now basically Google’s kind of saying, like, if you don’t want to see the sponsored post, you can jump right to the organic stuff, which people are kind of naturally doing anyway. But the other side of it is right now with the sponsored, instead of it being on each individual thing, it’s just a banner at the top that if you don’t know to look for.

56:21
Aaron
It, then when you showed it to me, it made some of the sponsored stuff look much more organic, like organic.

56:28
Logan
Which I think that’s going to play out well for ads in the short term, in the very short term, until people realized that they need to now look for it. And then honestly, they’re going to get frustrated by it. And now they’re going to be used to just clicking on the hide sponsored post. So I think you’re going to. My guess is you’re going to have a quick bump until people figure it out, then get frustrated by going, hey, I feel like you kind of bamboozled me. So now in the future, they’re just going to hide that and go right to the organic.

56:56
Aaron
Yeah. Yeah. I mean, that’s a good example. Like, as this stuff continues to improve, the good news is it’s getting easier and easier for. Just do the right stuff. Make sure that you’re telling people you’re showing proof of it and you will get found.

57:09
Logan
Exactly.

57:09
Aaron
Great.

57:10
Logan
Cool.

57:10
Aaron
Awesome.

57:11
Logan
That’s how it all works. Make sure that you’re optimizing once you have the website dialed in, because ultimately you can get traffic. But if it’s a crap website, doesn’t really matter, because they’re not gonna then convert into an actual qualified lead. Focus on this stuff before you start to focus on all the other big things, which we’re gonna talk about next time. But right now, meet people where they are at. It really breaks down to, like, 3% of your market is searching right now for you. The next 7% are, like, doing, like, costs, and, like, they’re getting close. Then the next 30% are just, like, kind of thinking about it, and they’re open to it. And the other 60% is so far away from it that it doesn’t matter.

57:48
Logan
But you need to make sure that you’re going after people or making sure that you’re showing up for people when they have their credit card out. Ready to roll.

57:55
Aaron
Yeah.

57:56
Logan
Cool.

57:56
Aaron
All right, we’ll see you next time.

57:58
Logan
Thank you.