Marcus Sheridan

Because what happens if we have a world where Google Ads don't actually work very well?

Because what happens if we have a world where Google Ads don't actually work very well?

What happens when you might rank in search, but it doesn't matter because, A, a lot less people are using Google search, and, B, even if you're ranked number one, you're so far down because they've got an AI summary that they have to see, and then they've got all these sponsors that they have to see, sponsored results, and then they've got related questions that they have to see, and then you maybe have a map that they have to see, and you've got all these things.

What happens when you might rank in search, but it doesn't matter because, A, a lot less people are using Google search, and, B, even if you're ranked number one, you're so far down because they've got an AI summary that they have to see, and then they've got all these sponsors that they have to see, sponsored results, and then they've got related questions that they have to see, and then you maybe have a map that they have to see, and you've got all these things.

It used to be six, seven years ago, whoever ranked number one in Google search results is getting about 80% of the clicks. Today, that is not true because on many of these, you are buried down. And what this means, Tommy, is we got to do whatever it takes to create signals. We have to create signals and the world has to create signals about us, period.

It used to be six, seven years ago, whoever ranked number one in Google search results is getting about 80% of the clicks. Today, that is not true because on many of these, you are buried down. And what this means, Tommy, is we got to do whatever it takes to create signals. We have to create signals and the world has to create signals about us, period.

So when you have major manufacturers, for example, linking to you from their website and saying, hey, look, we won an award for best in class. That's very disruptive, but it's also a major trust signal. And that's going to be the future for a lot of folks. And that's why I'm glad we're having this conversation. That's also why I said I need to write Endless Customers because they ask, you answer.

So when you have major manufacturers, for example, linking to you from their website and saying, hey, look, we won an award for best in class. That's very disruptive, but it's also a major trust signal. And that's going to be the future for a lot of folks. And that's why I'm glad we're having this conversation. That's also why I said I need to write Endless Customers because they ask, you answer.

It's extraordinary in a lot of ways. I mean, really, it's probably the best SEO strategy ever. ever like put down on paper for anyone that can, like anybody can understand it as an SEO strategy. It's like, oh my goodness, even though I don't use the phrase SEO in the book, it was extraordinary for that. But it didn't talk about AI. It didn't talk about where we're headed.

It's extraordinary in a lot of ways. I mean, really, it's probably the best SEO strategy ever. ever like put down on paper for anyone that can, like anybody can understand it as an SEO strategy. It's like, oh my goodness, even though I don't use the phrase SEO in the book, it was extraordinary for that. But it didn't talk about AI. It didn't talk about where we're headed.

And so I know that was a lot right there, but this is something I'm thinking about all the time. And I think a lot about it for these blue collar businesses that are wondering, why is it changing? But I don't know exactly what's happening.

And so I know that was a lot right there, but this is something I'm thinking about all the time. And I think a lot about it for these blue collar businesses that are wondering, why is it changing? But I don't know exactly what's happening.

You know, my son is 21. He is getting his journeyman's probably within the next 60 days. Has zero debt and is going to be making six figures probably within the next year. I mean, he's on that trend line. Life is great for him. And I was thrilled when he said, I'm going to be an electrician.

You know, my son is 21. He is getting his journeyman's probably within the next 60 days. Has zero debt and is going to be making six figures probably within the next year. I mean, he's on that trend line. Life is great for him. And I was thrilled when he said, I'm going to be an electrician.

Yeah. So you mentioned a few different things there about commoditization of products. I got to say this, another disruptive thing. Let me give you another just example that I think is interesting and that a lot of folks listen to this. I would say, are you brave enough to do what I'm about to tell you to do? All right. Are you brave? Do you have the courage?

Yeah. So you mentioned a few different things there about commoditization of products. I got to say this, another disruptive thing. Let me give you another just example that I think is interesting and that a lot of folks listen to this. I would say, are you brave enough to do what I'm about to tell you to do? All right. Are you brave? Do you have the courage?

So let me tell you about Steve Sheinkopf. I started Endless Customers, the book, with Steve Sheinkopf, his story. Steve is the CEO of Yale Appliance in Boston, Mass. They sell kitchen appliances. So the thing about kitchen appliances is over the years, they haven't been built as well as they used to be built. No, they're not. And they're breaking down a lot.

So let me tell you about Steve Sheinkopf. I started Endless Customers, the book, with Steve Sheinkopf, his story. Steve is the CEO of Yale Appliance in Boston, Mass. They sell kitchen appliances. So the thing about kitchen appliances is over the years, they haven't been built as well as they used to be built. No, they're not. And they're breaking down a lot.

The number one question Steve was getting was, was, so of all these appliances you sell, which one do you fix the least? Now, Steve came to me some years ago, and he was saying, I started to read your stuff, Marcus, and I felt like I was kind of doing it, but I'm looking at my traffic, I'm looking at my leads, and I'm just not getting the growth.

The number one question Steve was getting was, was, so of all these appliances you sell, which one do you fix the least? Now, Steve came to me some years ago, and he was saying, I started to read your stuff, Marcus, and I felt like I was kind of doing it, but I'm looking at my traffic, I'm looking at my leads, and I'm just not getting the growth.