Josh Crouch on Search Everywhere Optimization: Navigating Marketing in the AI Era

In this episode of The Kee To Growth Podcast, Jen McKee welcomes back repeat guest Josh Crouch from Relentless Digital for an insightful conversation on the ever-evolving landscape of marketing for home service businesses. From the very first moments, the conversation focuses on the intersection of search, AI, and reputation management, especially following the recent partnership between Yelp and ChatGPT. Jen and Josh dive deep into how these shifts are changing what it means to show up online as a contractor. Authentic branding and intentional boundaries around reputation-building take center stage, as they share personal stories around platforms that are both opportunity and obstacle. A key theme that emerged is the challenge of review generation across multiple platforms. The discussion explored the frustration felt by service businesses when reviews are hidden or manipulated by algorithms, particularly on Yelp, and how this impacts trust and visibility. Strategies for redistributing review requests—beyond just Google—are addressed, ensuring that companies don't become invisible in AI-driven search results that now pull from diverse sources like Nextdoor, BBB, Facebook, and especially Yelp. The messy middle of reputation management is unpacked, along with the emotional weight business owners carry as they navigate what feels fair and authentic online. The episode also touches on the impact of short-form video, with Jen raising the question of just how much benefit contractors get from Google's new indexing practices that prioritize video content. Josh underlines that blending hard skills (like technical SEO, backlinks from reputable and obscure sites, and press mentions) with soft truths (such as imposter syndrome around marketing and burnout from review requests) is more important than ever. Search everywhere optimization—being discoverable in the places prospects are actually looking—has replaced the narrow focus on Google alone. There's a strong reminder that showing up in directory roundups and listicles, as well as maintaining clear, searchable bios on social platforms, are table stakes in 2024. Finally, the conversation explores the human side of marketing automation and community engagement. The discussion highlights how Reddit and Facebook groups can inspire excellent content ideas and honest conversations with prospects—if approached with the right mindset. The throughline is simple: relentless authenticity and a willingness to evolve are the keys to sustainable business growth, even when the rules of search and social seem to change daily. Timestamps and key segments from this episode: 00:01 What is Search Everywhere Optimization and why does it matter now? 03:00 The Yelp and ChatGPT partnership: Why home service pros should pay attention 05:00 The pay-to-play dilemma with Yelp and strategies for reputation management 09:18 Building authentic review strategies across multiple platforms (not just Google) 10:50 How ChatGPT and AI tools source business information and reviews 13:27 Tracking visibility in LLM search results and monitoring AI search ranking 16:06 Why technical SEO still matters for both Google and AI search 17:17 The growing importance of appearing in roundups, listicles, and obscure directories 21:48 The risks of misinformation in AI search and the impact of viral Reddit threads 21:49 Is Google indexing short-form video and should contractors care? 24:19 How to optimize social bios for both branding and discoverability 25:49 Content strategy: Balancing educational, fun, and SEO-driven videos 27:25 Should you market on Reddit? How to engage authentically and avoid common pitfalls 32:45 Bonus tip: Turning negative reviews into powerful content for your business Connect with Josh Crouch: Facebook https://www.facebook.com/josh.e.crouch/ Linked In: https://www.linkedin.com/in/josh-crouch/ Youtube: https://www.youtube.com/channel/UCLSsBI7US4h4Z05Nh58iR1Q Connect with Relentless Digtal: Facebook: https://www.facebook.com/relentlessdigitalservices Instragam: https://www.instagram.com/relentless_digital/ Website: https://www.relentless-digital.com/ Meet Your Host: Jen McKee Jen McKee is the founder of Kee Hart Marketing & Events, specializing in award-winning social media strategies for trade services. With expertise in content creation and personal branding, she helps businesses forge authentic connections with their audiences. As the host of the "Kee to Growth" podcast, Jen simplifies marketing strategies and empowers businesses to thrive. Tune in for actionable insights and inspiring stories to elevate your brand! Connect with Jen on Facebook: https://www.facebook.com/jennifer.hartman.73/ or LinkedIn: https://www.linkedin.com/in/jen-mckee-72114824/ Listening on a desktop & can't see the links? Just search for Kee to Growth in your favorite podcast player. The Kee to Growth Podcast is Powered by: Kee Hart Marketing, the social media company for the trades. Learn more at www.keehartmarketing.com This episode was produced and brought to you by the Skilled Trades Syndicate @ServiceBusinessMasteryPodcast https://www.servicebusinessmastery.com/