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Overview

On this solo episode of the Duct Tape Marketing Podcast, John Jantsch tackles the evolving world of SEO—and why it’s time to focus less on “rankings” and more on holistic digital visibility. John walks through a practical step-by-step visibility audit, highlighting the key areas every business must review: from AI overviews and Google Maps to reviews, media mentions, E-E-A-T, and content structured for modern search and answer engines. Whether you’re a local business or a national brand, this episode will help you see where you really stand (and what to fix first).

About the Host

John Jantsch is a marketing consultant, speaker, and author of several best-selling books including Duct Tape Marketing and The Ultimate Marketing Engine. He’s the founder of Duct Tape Marketing, a trusted resource for small business owners and marketers looking to simplify and succeed with their marketing.

Actionable Insights

• SEO isn’t dead, but it’s now about visibility—not just rankings. Think: where are you seen when customers are searching, asking, or being referred?
• Audit your presence in Google’s AI overviews: Search your top products, services, and brand questions in Google and see if your business is cited.
• Check your local pack presence: Are you appearing in Google Maps results for relevant local searches?
• Review volume, freshness, and sentiment matter: Google (and prospects) look for current, consistent, positive reviews—especially on Google Business Profile, Yelp, and industry sites.
• Media mentions and authority: Are you being cited by credible sources, industry publications, or local media? These drive authority with both search engines and AI models.
• E-E-A-T (Experience, Expertise, Authority, Trust): Are you demonstrating real proof on your website (bios, testimonials, transparent pricing, case studies, original research, schema markup)?
• Structure content for AI: Step-by-step guides, FAQs, tables of contents, short answers, and conversational Q&A boost your chances of being surfaced in AI and answer engines.
• Add CTAs everywhere: Make sure every key page and content section has clear calls to action—don’t make people hunt for how to contact, call, or buy.
• Use tools and checklists: Tools like Gumshoe.ai and a structured audit checklist will help you track and improve your visibility across all touchpoints.

Great Moments (with Timestamps)

• 00:01 – Why SEO Isn’t Dead—But Visibility Is What Matters
  John reframes the conversation from rankings to real-world visibility.
• 01:35 – Elements of a Visibility Audit
  The step-by-step checklist: AI overviews, local pack, reviews, media mentions, E-E-A-T, content fit, and CTAs.
• 02:25 – Using Tools Like Gumshoe.ai for AI Visibility
  How to check your brand’s presence in AI answers.
• 03:34 – The Power of Local Pack and Reviews
  Why freshness, volume, and sentiment of reviews matter for both trust and search.
• 04:44 – Authority & Media Mentions
  How being cited by credible sources impacts your search and AI ranking.
• 05:45 – E-E-A-T in Action
  Demonstrating expertise and trust on your website for both search engines and humans.
• 07:09 – Structuring Content for AI and Modern Search
  Why FAQs, step-by-step guides, and clear answers are the new keyword strategy.
• 08:29 – CTAs: The Final Visibility Step
  Make it clear and easy for visitors to take the next step.

Insights

“Visibility is the new SEO—showing up in AI, maps, reviews, and media is what really matters now.”

“A single, strong review in the last month is worth more than a hundred from three years ago.”

“AI and answer engines reward structured content—step-by-step guides, FAQs, and short, clear answers.”

“Don’t just rank—be seen, be trusted, and make it easy for people to take action.”