John Jantsch
speaker
116 appearances
1 recordings
1 series
first heard Mar 2025
last heard Mar 2025
John Jantsch’s voice in public audio — every appearance, attributed to the second.
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Appearances
But, you know, there's, you know, they're not necessarily looking at ads, but they might be paying attention to what's going on out there in the market. So the key thing there really is just constant, even if you don't have an open position, you should be, you should be trying to attract, you know, the A players at all times.
Yeah. I mean, I think it can work in a lot of industries. You know, I think that... I think that it can go, people can go overboard too. I mean, you know, you get these that pay, you know, pay these supposed influencers on, you know, social media to talk about their product or service or something that people don't care about it. They're, you know, they're just getting paid.
I think it's pretty obvious to people that that's the case. But I think that the, the, the right kind of authentic endorsement, you know, so somebody let's say a remodeling contractor, you know, does great work for somebody on the local football team. And that person's like, I love these guys. I mean, it's amazing what they did.
You know, I would have them back into my house, you know, anytime I need something fixed. I mean, that can be a super powerful endorsement if it's real.
Well, so there's a couple of things to that. The first one is, you know, I always tell businesses, you need to be talking to agencies that are at least talking about developing a strategic plan, you know, as opposed to just saying, yeah, we do this, we're the best at it, and that's what we're gonna do for you. So, you know, is that the right thing, right?
So somebody who's gonna take the time to actually research your market, research your industry, and have a plan that they can show you how they're gonna execute. Clearly being able to demonstrate we have proven results for other people like you is gonna be a piece of it. And then the last one is,
And I don't know about you, but we run into lots of folks that work with agencies and they said, yeah, they sent us a traffic report once a month. We had no idea if it meant anything, if we were doing anything. So you definitely want an agency that's going to tie metrics to what your overall business objectives are. And I think that's one of the knocks I have with a lot of marketing agencies.
is they really just want to do the things they know how to do. And the first thing we try to do is understand, like, where are you trying to go from a business growth standpoint? How can we measure your cost to acquire a new customer? You know, how can we measure your repeat business? Because that's, to me, that's the only true way to see if you're being successful.
And it's, you know, when we've been able to work with organizations and they let us have that kind of almost P&L access, they never fire us. Because, you know, we're actually able to demonstrate to them exactly what they're getting for the money that they're spending.
There does. There does. But, you know, if you've got a company that's not asking for that, that's not asking you strategic questions, that to me is probably a little bit of a red flag.
Well, there isn't anything necessarily inherently wrong with that. I mean, you definitely want to know what they're doing. And that's one of the challenges, I think, especially at SEO. A lot of people look at it and go, oh, it's really technical. I don't get it. And so... then they don't know what people are doing on their behalf to get them results.
So you definitely want to know exactly what somebody is doing. The fact that they have a team in the Philippines is not necessarily a bad thing. In some cases, they can actually get you more output for your money, working with folks in other countries. But you definitely want to make sure that the work is quality and that they can tell you exactly how they're getting you those results.
So it's going to be around for a long time, especially for local service businesses, like the folks that are showing up in the Google Maps. But there's no question it is dying for general kind of information types of searches because the search engines are giving the answer.
So, you know, it used to be you could write an article about, you know, the five best types of air conditioners to install in your home. And people who were trying to find out, like, what kind of brand should we be looking for? What kind of unit should we be looking for would find your content? Well, now Google is just saying, here's the answer, as opposed to sending you to that blog post.
So for those kind of that kind of general information, traffic is almost dead. I mean, you've seen people having 30, 40 percent drops in their organic search. But for that high intent, who is the best HVAC contractor in Seattle? Because I'm getting ready to hire one of those.
There's no answer to that that Google can give other than showing them, you know, here's the companies and showing them the Google Maps listing, showing them, you know, the rankings and reviews. So the most high intent searches are still going to, especially for local businesses, are going to be with us for a long time.
But there's no question we're losing a lot of that, you know, long tail kind of educational search organic traffic.
Well, I don't think it's going to destroy pay-per-click, but it's already eroded general search traffic. No question. Because if you do a search on Google today, there's a good chance that it's going to return an AI result in the top result that is going to give you the answer. What it used to do is give you, here's three websites that we think have this answer.
You know, go knock yourself out and go to them. Well, now it's just giving you the answer. So all that traffic that used to go to those websites that spent a whole bunch of money and time ranking for general search terms, that traffic's going away. I won't say it's dead, but it's going away. And so. being in some of the places, what's also happening is it's changing search behavior.
So it used to be Google was it, right? I mean, but now a lot of folks are going to the perplexities of the world and ChatGPT has search now. They're going to TikTok. TikTok is actually a huge amount of traffic that is people searching for how to do stuff on TikTok. So
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