Market Movers: Building Brands & Links with Linkifi

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by David Arato, founder of Lexicon Legal Content, to unpack how legal brands can get cited inside AI search, why authority beats volume, and how specialized legal content can become a repeatable visibility engine.   Key Talking Points ✅ Who David Is + What Lexicon Does. David Arato is the founder of Lexicon Legal Content, a company serving law firms and digital marketing agencies across North America with SEO- and AI visibility-focused legal content. ✅ From Law School to Legal Marketing. During bar study after law school, David started writing content for a small St. Louis-area agency. A few of his early pieces ranked quickly, and he realized there was a major market gap for high-quality, JD-vetted legal content. ✅ Why Law and Marketing Intersect. David believes many lawyers are drawn to marketing because legal practice is often highly adversarial, while marketing is collaborative. In marketing, agency and client share the same goal, which creates a very different professional dynamic. ✅ The Original Market Gap: Specialized Legal Expertise. Back in 2009, generalist writers could produce readable content, but they often lacked the legal training ✅ Legal Content Needs More Than Good Writing. In legal marketing, mistakes are not minor. A general copywriter may not know, for example, that in many jurisdictions a lawyer cannot call themselves an expert or specialist unless they hold a specific certification. ✅ Today’s Clients Still Want the Same Thing. Law firms hire content agencies for one reason: the phone needs to ring. Traffic and rankings only matter if they lead to qualified cases. ✅ Marketers Care About AI Visibility More Than Clients Do. Right now, David sees agencies and marketers more focused on AI search than law firms themselves. Most clients are still thinking in terms of traditional SEO first, with AI visibility as an emerging add-on. ✅ AI Search Is Especially Important for Legal Discovery. Legal consumers often begin with informational searches around problems like divorce, injury claims, custody, or criminal charges. AI tools are increasingly shaping that first discovery moment before users ever click a law firm’s website. ✅ Schema Markup Is Now Table Stakes. David specifically notes that adding schema to one of his own pages materially improved visibility in Google’s AI Overviews, helping the content appear prominently. ✅ The Shift From Keywords to Conversations. Instead of only targeting broad terms like divorce attorney Denver, David’s team increasingly creates content that mirrors the actual sequence of questions a prospective client might ask across a conversation. ✅ Fresh Data Can Punch Above Its Weight. Even a simple new insight, such as comparing one year’s accident stats against another, can create “new” information that AI systems find valuable because it adds something beyond recycled generic content. ✅ AI Search Looks More Like SEO 2.0 Than a Total Reset. David’s core view is that the fundamentals have not disappeared. The best strategy is still to create helpful, authoritative, trustworthy content, but now in ways that are easier for AI systems to parse and cite. ✅ The Future Is Hybrid Search. David does not think the world is splitting neatly into “Google search” vs “AI search.” Instead, he sees a hybrid future where users interact with AI Overviews, AI Mode, traditional results, and chatbot platforms all in the same journey.   Notable Quotes & Moments 📌 “No one had consolidated a specialized shop to provide agencies and law firms with high quality, JD vetted, accurate, compliant content.” 📌 “The practice of law can be very adversarial. Marketing is collaborative.” 📌 “You don’t know what you don’t know.” 📌 “We’re creating the playbook as we go.” 📌 “Create really great content that answers a query that people want to read and don’t write for the bots.” 📌 “I think we’re going to see search become hybrid.”   About David Arato David Arato is the founder of Lexicon Legal Content, where he helps law firms and agencies across North America create compliant, high-quality legal content designed for both traditional SEO and AI-driven visibility. With legal training and deep experience in content strategy, he focuses on building systems that make legal brand visibility more accurate, authoritative, and repeatable. 🔗 Website: https://www.lexiconlegalcontent.com/ 🔗 Email: david@lexiconlegalcontent.com 🔗 LinkedIn: https://www.linkedin.com/in/davidarato/    🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by Alex Burkett, Co-Founder of Omniscient (a B2B organic growth agency), to break down how AI-driven discovery is changing consumer behavior, measurement, and what “organic visibility” even means in 2026.   Key Talking Points ✅ Who Alex Is + What Omniscient Does. Omniscient is an organic growth agency delivering SEO, content marketing, and digital PR to drive revenue and business outcomes for B2B brands. The team is ~34 employees and growing. ✅ AI Search Is Now a Core Customer Touchpoint. Alex highlights a big shift: LLMs are being used at the earliest stages of the buyer journey, especially by business buyers. Brands need to show up before the click even happens. ✅ The Biggest Shift Isn’t Tactical, It’s Behavioral. Marketers obsess over channels and tactics, but the real disruption is how consumers expect answers now. They want a synthesized response, not ten blue links and a manual research workflow. ✅ “GEO/AEO” Advice Often Sounds Like Good SEO. Clear structure, headers, natural language, listicles, bottom-of-funnel content. If you remove the buzzwords, a lot of “AI optimization” advice is still foundational SEO. The difference is the interface + tracking. ✅ The New Measurement Problem: Untrackable, Probabilistic Outputs. You don’t “rank” the same way. You’re mentioned (or not) across repeated prompt runs. Visibility becomes a probability, not a position. ✅ Segmentation Matters: Personas Will Shape Answers. Personalization makes AI outputs vary. Alex suggests using persona-based prompt modeling (e.g., enterprise VP Marketing vs early-stage founder) and looking for where you’re underrepresented. ✅ Off-Site Sources Are Crucial: It’s Not Just Your Website. For branded queries, Alex references that owned properties can be a small share of citations.  ✅ Top-of-Funnel Still Matters Even Without Clicks. Even when AI isn’t directly “recommending a vendor,” brands can influence early-stage narratives. Original research and proprietary data get cited more and travel further. ✅ Underrated Opportunity: YouTube (Especially for B2B). Alex calls out YouTube as massively underutilized in B2B. It’s frequently cited in Google’s AI surfaces and has less saturation than written listicles. ✅ Alex’s 3-Part Framework for AI Visibility. Be the Source (create best-in-class content that becomes the cited answer) Be Included in the Source (get mentioned where the model pulls from) Shape the Narrative (original research + brand marketing + upstream influence)   Notable Quotes & Moments 📌 “The biggest shift is on the consumer behavior side, less so on the tactical side.” 📌 “You’re expecting an answer now, not ten links.” 📌 “It’s probabilistic, not a ranking thing.” 📌 “If you take the names away, a lot of GEO advice is just good SEO.”   About Alex Burkett Alex Burkett is the Co-Founder of Omniscient, a B2B organic growth agency helping companies drive revenue through SEO, content marketing, and digital PR. He previously worked in growth and experimentation at companies like HubSpot and Workato, and he’s now focused on how AI search is reshaping discovery, attribution, and brand visibility. 🌍 Omniscient: https://beomniscient.com/ 🔗 LinkedIn: https://www.linkedin.com/in/iamalexbirkett/    🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by Dr. Rob Yonover, volcanologist and founder of SEE/RESCUE Corporation, to unpack how scientific credibility, military adoption, and decades of earned media created a repeatable growth engine for a life-saving rescue device.   Key Talking Points ✅ The Origin Story: A Scientist Who Kept Getting Lost. Rob’s background as a volcanologist (PhD in Hawaii) inspired a practical problem: when you’re lost at sea or on land, flares and smoke disappear fast, and visibility becomes the bottleneck. ✅ The Product: A Simple, Brilliant Visual Signal. Rob invented a long, bright Sea Rescue Streamer. A patented plastic “centipede-like” design with struts so it won’t twist up, making it dramatically easier for aircraft and rescue teams to spot a person in vast ocean or terrain. ✅ Patents + Military Approvals = Real Barriers to Entry. Rob explains why protection matters in hardware: patents helped him “play with the big boys,” but military approvals and stock numbers are even harder to replicate and create long-term defensibility. ✅ Military Adoption Around the World. The streamer has been adopted and sold globally to militaries (including internationally), because it stores easily, deploys quickly, and remains usable compared to one-time flares. ✅ Shark Tank Didn’t Invest, But the Exposure Was Massive. All five sharks loved the technology and its life-saving potential, but passed because they prioritized commercial scale and margins. Rob stayed independent and “freeform,” which he believes ultimately worked out better. ✅ Why “Safety” Is Still a Hard Sell. Even with huge visibility and a visually obvious use case, Rob reinforces a painful truth: people don’t buy safety until they need it. He argues this is why mandates (like seatbelts and airbags) often drive mass adoption. ✅ Earned Media as the Core Growth Engine. Rob has worked the media for decades, stacking credibility through third-party coverage. Shark Tank reruns on CNBC helped, but the deeper engine is consistent earned press and external validation. ✅ Real-World Impact: Lives Saved. Rob shares that people have thanked him for saving their lives, which remains the most meaningful “ROI” of all. ✅ Even SpaceX Has It. Rob notes the device has reached extreme credibility placements. It’s used in high-stakes contexts where survival visibility matters. ✅ What’s Next: A Pocket Desalinator. Rob teases another invention in progress: a compact desalinator concept designed to convert saltwater into drinkable water. The goal is survival utility now, but potentially wider long-term value where clean water becomes the true scarce resource.   Notable Quotes & Moments 📌 “Shark Tank is great because they rerun it on CNBC.” 📌 “Safety is a hard sell.” 📌 “A $300 million F-16 and a $100 piece of plastic. You do the math.” 📌 “A couple of guys have thanked me for saving their lives.”   About Dr. Rob Yonover Dr. Rob Yonover is a volcanologist and the founder of SEE/RESCUE Corporation, best known for inventing the Sea Rescue Streamer, a highly visible rescue-signaling device used by military and rescue organizations worldwide. Rob’s work blends scientific problem-solving, product invention, and decades of earned media to scale life-saving technology. 🔎 Follow: https://www.linkedin.com/in/dr-robert-yonover-732b84/    🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by Elizabeth Pigg, Chief Communications Officer at That’s It., the healthy snacking brand proving that “simple” can scale. Elizabeth breaks down how modern comms teams now need to speak to journalists and consumers, but also to generative engines, knowledge graphs, and AI systems shaping discovery.   Key Talking Points ✅ What That’s It. Does. A healthy snacking company where every snack is five ingredients or less, with fruit as the main character. No added sugar. Simple ingredients. Not ultra-processed. ✅ Elizabeth’s Role: PR + Comms Across Every Touch Point. Elizabeth leads PR and communications end-to-end, including messaging, content creation, and brand narrative across the entire organization. ✅ Scale + Authority. That’s It. operates at major scale with 85,000+ retail doors, $100M+ revenue, and the position as the country’s largest fruit bar brand (as shared in the episode). ✅ The Branding Challenge: “That’s It.” Is Hard to Rank For. “That’s it” is one of the most common phrases in English. Add in the fact that their products are often just two ingredients of fruit, and their biggest competitor becomes… produce itself. Discoverability is a constant puzzle. ✅ Why AI Makes Discovery Easier for This Brand. Conversational AI queries (“snack for a kid with allergies,” “no added sugar,” “simple ingredients”) can surface That’s It. more naturally than trying to win a query like “That’s It apple blueberry bar.” ✅ Optimizing Findability: Website Upgrades. The team is actively improving: the Press page the FAQ page product listings with richer, clearer product info Elizabeth’s view: SEO isn’t going away. It’s becoming increasingly aligned with AI visibility. ✅ Press Releases as AI-Readable Assets. When issuing press releases, they’re intentionally aligning language across channels, using clear phrasing that supports both human understanding and machine parsing. ✅ Training the Sales Team on Messaging for AI Discovery. Elizabeth coached internal sales teams on why consistent phrasing and message hierarchy matters. Product descriptions, press releases, retailer decks, and journalist outreach all need to reinforce the same narrative and “ownable” phrases. ✅ Authority Layer: Nutrition Fam (1,500 RDs). That’s It. works with a network of ~1,500 registered dietitians, including retail and media RDs, to: understand real customer questions refine messaging based on how people actually talk reinforce credibility signals that AI tends to weight (qualified experts) ✅ The Hard Part: Reviews and AI Summaries. Elizabeth flagged a major risk: AI review summarizers can pull from old feedback even after products improve, which creates narrative drag. The best defense is consistency, quality, and helping customers interpret reviews intelligently (truth often sits in the middle). ✅ Content Flywheel Strategy. Their approach starts long-form, then repurposes: Blog → Email → Instagram/TikTok → SMS → PR angle → RD quotes + cross-promotion This creates repetition across channels without chasing shiny objects. ✅ Being “Aware, Not First.” Elizabeth’s philosophy: being first rarely wins long-term. They watch new ad products and platform changes closely, but avoid over-investing until measurement and attribution mature. ✅ What They’re Excited About Next. Beyond text and SEO, they’re watching the next wave: video, live formats, platform shifts, and how health education spreads as millennials age into longevity-focused decisions.   Notable Quotes & Moments 📌 “AI is actually making things a little bit easier for a brand like us.” 📌 “Everything that’s written in a product description is deliberate.” 📌 “The message hierarchy is intentional.” 📌 “We’re not chasing shiny new objects, but we will know about them.”   About Elizabeth Pigg Elizabeth Pigg is the Chief Communications Officer at That’s It., leading PR, communications, and content strategy across the brand’s full ecosystem. She brings an SEO-informed comms perspective to modern discovery, with a strong focus on message consistency, authority-building, and AI-era visibility. 🔗 LinkedIn: https://www.linkedin.com/in/epigg/ 🌍 Website: thatsitfruit.com 🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by Tyler Davidson, broker at TenFold Real Estate, to unpack how a referral-first, community-led model can scale in a world obsessed with AI ads, automation, and “lead hacks.”   Key Talking Points ✅ Second-Generation Broker, Purpose-Led Approach. Tyler grew up around real estate, with his dad spending ~20 years as a broker. Tyler originally trained as a teacher, but moved into real estate to create deeper 1:1 impact, rather than spreading attention across hundreds of students. ✅ TenFold Real Estate + Side Partnership. Tyler founded TenFold Real Estate almost four years ago and partnered with Side Inc., a white-label brokerage that provides the tech stack, allowing the team to focus on service, sales, and client experience. ✅ The Referral Engine: 85% of Business. Around 85% of TenFold’s business comes from previous clients and referrals from those clients, supported by additional marketing to fill gaps without relying on cold outreach. ✅ Dad’s Blueprint (And Tyler Resisted It). Tyler credits his dad with laying the groundwork and proving the referral strategy works. Tyler initially pushed back, believing internet leads and paid lead systems were the future, but eventually realized cold calling “expireds,” cancellations, and “dialing for dollars” was not aligned with how he wanted to operate. ✅ Community-First Service That Actually Looks Like Work. Instead of spending Saturdays chasing leads, TenFold invests that time in clients: helping prep homes, packing, moving, and even landscaping. The model is built around earning trust through effort, not just messaging. ✅ Why It’s Replicable (But Most Agents Won’t Do It). Tyler believes the referral model can be duplicated, but most agents won’t commit due to shiny object syndrome, short attention spans, and the constant stream of “new lead programs” marketed to agents. ✅ The TenFold Impact Initiative. TenFold launched a charitable program where they donate 10% of net income from a closed transaction to a local charity chosen by the client, selected from a short list of vetted local orgs. ✅ Local-Only Giving, Real Transparency. Their supported charities include: Boys & Girls Club of San Marcos (after-school programs, scholarships) Surfrider Foundation (beach cleanups + advocacy/legislation) Rancho Coastal Humane Society (pet rescue/fostering, which Tyler’s family supports personally) ✅ Small Team, Big Output. TenFold runs lean, with Tyler, his dad, another full-time agent, and a remarkable 94-year-old agent, Palma, who still works by choice and brings deep community trust and decades of perspective. ✅ AI: Useful Internally, Not Client-Facing (Yet). Tyler uses AI regularly, but he’s cautious about client-facing AI tools in real estate due to accuracy risks, hyper-local nuance, and the danger of false confidence (similar to the issues agents have long raised about automated home valuations). ✅ AI Discovery vs Referral Resilience. Tyler acknowledges that AI search will change how people find brokers, but believes referral-based, trust-led business is more resistant. His view: plenty of business will shift to AI-led discovery, but there will always be a strong market for human guidance, especially for the biggest purchase most people ever make.   Notable Quotes & Moments 📌 “Close to 85% comes from previous clients and referrals.” 📌 “We’ve helped them move, we’ve packed, we’ve done landscaping. We’re not afraid to get our hands dirty.” 📌 “If you’re looking for a shark, call the next person because I’m not it.” 📌 “I’m anti-AI with client-facing technology.” 📌 “If you want to talk to me, just give me a call.”   About Tyler Davidson Tyler Davidson is a broker at TenFold Real Estate, a small, high-trust team built on client experience, community involvement, and a referral-first growth engine. TenFold partners with Side Inc. for tech and infrastructure so they can focus on service and outcomes. 🌍 Website: https://tenfoldre.com/ 📲 LinkedIn: https://www.linkedin.com/in/tylerdavidsonbroker/    🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by Chef Dennis Littley, founder of Ask Chef Dennis, a veteran chef turned food publisher who’s scaled his site to millions of pageviews per month by adapting through every Google shift, treating SEO as a long game, and keeping quality and consistency at the center.   Key Talking Points ✅ From Chef to Blogger (Accidentally). Dennis’s blogging journey began while working as a chef at an all-girls high school, where he built a culinary program and needed a place for students to interact. His first site started on Blogspot. ✅ The Google+ Breakout Moment. Dennis built over 1 million followers on Google+ and was featured alongside names like Anthony Bourdain and Martha Stewart. It boosted recognition, even if it did not immediately deliver the traffic he expected. ✅ The “I Don’t Write for SEO” Phase (And the Wake-Up Call). Dennis admits his early stance was wrong. The real growth came when he aligned content with search behavior and began writing with intent and audience demand in mind. ✅ Real Growth Numbers, Real Business. Dennis shares his income progression from $30K early on, scaling through six figures, then reaching $600K, then $1.2M, and most recently $1.6M gross. He also highlights the realities behind the numbers, including team costs and reinvestment. ✅ Helpful Content Update (HCU) Fallout. Dennis confirms HCU devastated many sites, especially low-quality and “made for money” content. Some legitimate sites got caught in the crossfire, but the overall trend rewarded stronger brands and better content. ✅ Why He Kept Winning: Volume + Consistency. While many creators paused, Dennis doubled down. His team published 280 new posts in a year, focusing on staying consistent through volatility and ignoring noise. ✅ Why AI Recipes Are Still Risky. Dennis describes AI recipe output as “Frankenstein recipes” stitched together from multiple sources. Without real cooking skills, users can waste money and get bad outcomes because AI cannot taste or validate the final result. ✅ What “Writing for Humans” Actually Looks Like. Dennis breaks down his modern recipe structure: variations, step-by-step photos, chef tips, storage and reheating guidance, FAQs, internal linking, and clear formatting for skimmability and speed. ✅ SEO That Actually Works in 2026. Dennis uses keyword tools to choose topics with realistic difficulty, builds internal linking intentionally, refreshes older posts constantly, and treats SEO as ongoing maintenance, not a one-time checklist. ✅ Diversification Without Chaos. Beyond Google traffic and ad RPMs, Dennis tests paid traffic carefully, tracks RPM by page type, and adjusts strategy when something stops working. He also mentions building a community via Mighty Networks and ramping email frequency due to strong open and click rates.   Notable Quotes & Moments 📌 “My last job I had as a chef was at an all-girls high school. The principal said, you work 165 days a year. And I went, when should I start?” 📌 “I used to brag that I don’t write for SEO. Dumbest thing I’ve ever said in my life.” 📌 “Quantity has a quality all of its own.” 📌 “AI can’t taste stuff.” 📌 “If you don’t adapt and overcome, you’re going to be left behind.”   About Chef Dennis Littley Chef Dennis Littley is the founder of Ask Chef Dennis, a high-traffic food brand built on practical, experience-led recipes and long-term SEO fundamentals. Dennis is known for continually adapting through algorithm shifts, focusing on real user needs, and building a family-driven content operation that blends consistency with quality. 🔗 Website: askchefdennis.com 🔗 Social: https://www.linkedin.com/in/askchefdennis/   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand, where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode, we’re joined by Barbara Schreiner Labra, Marketing Communications Manager at NantBioRenewables, a US manufacturer providing compostable, disposable food-service packaging for restaurants, hotels, amusement parks, and entertainment venues.   Key Talking Points ✅ What NantBioRenewables Does. They manufacture compostable packaging solutions for food service, targeting B2B buyers like restaurants, hotels, gyms, fitness clubs, and theme parks. ✅ R&D First, Go-To-Market Later. The company has been operating for five years, with the first three years dedicated to R&D, and only started selling products about a year ago. ✅ Not a Typical Startup. NantBioRenewables is part of the broader Nant network, with 30–35 companies across multiple divisions (energy, pharma, medical, marketing, digital). Barbara describes Renewables as the “new baby” within the group. ✅ Company Footprint. Roughly 70–80 employees across three connected companies (Nant Renewables, Calcine, and NantBioRenewables). Facilities in Gadsden, Alabama (two sites) with a new one being built in Savannah, Georgia. ✅ Building a Brand From Zero. When Barbara joined, the company had: minimal website; no meaningful sales tools; no brochures, flyers, or messaging framework; So her 2025 mission was: build the brand + the go-to-market engine from scratch. ✅ Carbon Negative Story, Without Greenwashing. They emphasize the raw material is harvested from an area with no sea life, and after harvesting, it returns to normal visually within 24 hours ✅ Regulation Is Turning Compostables into “Must-Have”. In some US states, compostables are shifting from “nice-to-have” to compliance-driven requirement, supported by regulation and consumer expectation. ✅ AI Changed the Marketing Game. Barbara started “anti-AI,” then flipped to becoming a daily user. Her key realization: AI doesn’t replace the team. It makes teams faster and sharper. ✅ The New Fear: AI Search Visibility. She realized quickly: it’s not just SEO anymore. If ChatGPT / Gemini / Copilot don’t know your brand, you don’t exist in the buyer’s shortcut research process. ✅ 2026 Focus: Customer Stories + Case Studies The priority this year is: highlight customer success stories; build campaigns around customers’ sustainability journeys; show proof through real brands using the product (amusement parks, fitness clubs, restaurants, coffee shops, juice bars).   Notable Quotes & Moments 📌 “I had to build the whole brand. I didn’t even have a website.” 📌 “It’s not just selling a straw. It’s helping them through the whole challenge.” 📌 “I was totally against AI… and now it’s amazing. I’m a big fan.” 📌 “If ChatGPT doesn’t know my brand, I’m not here.”   About Barbara Schreiner Labra Barbara Schreiner Labra is the Marketing Communications Manager at NantBioRenewables, bringing experience across sustainable packaging, B2B marketing, events, and brand communications throughout North and South America. She specializes in building trust through storytelling, proof-driven positioning, and customer-led marketing. 🔗 LinkedIn: linkedin.com/in/barbara-schreiner-labra   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Zak Ali, US General Manager at Finder, the global financial comparison platform founded in Australia in 2011. Zak oversees marketing, PR, editorial, and growth across the US business, and breaks down what happens when a company built on SEO has to adapt to a world of zero-click search, AI answers, and shrinking SERP real estate. We dig into why retention is becoming the real moat, how YouTube leads can be 10x more valuable than web leads, and why “SEO” is no longer a job title, it’s just one skill inside a broader “search everywhere” mindset.   Key Talking Points ✅ What Finder Does. Finder compares everything from credit cards to loans to insurance, pulling in providers and helping users find products they qualify for, plus educational content to support better financial decisions. ✅ The End of the “Simple” SEO Era. Traffic, clicks, and top-of-funnel growth were once the scoreboard. Now the top funnel is being eaten by AI answers and zero-click behaviour. ✅ Zero-Click Is the New Default. Users get what they need directly inside Google, ChatGPT, Claude, Perplexity, and other tools without clicking through. ✅ SERP Real Estate Got Crushed. Ads + AI answer + SERP features means fewer opportunities for 10 blue links, especially in competitive US finance SERPs. ✅ Bottom-of-Funnel Matters More Than Ever. When traffic is harder to earn, every visitor is worth more. Finder focuses on tighter conversion and higher lead quality. ✅ Retention Is the Moat. “Content is table stakes. Tech is table stakes.” The differentiator is keeping users, building owned audiences, and getting more value per customer over time. ✅ Search Everywhere Optimization. “Be where your customers are” now means YouTube, newsletters, social, community, and owned channels, not just Google. ✅ YouTube Reboot. Finder shifted YouTube from “support SEO content” to “win on YouTube” with consistency, thumbnails, and keyword-led topic selection. ✅ Owned Audience Insurance. Finder’s daily market newsletter is building recurring reach with strong engagement (40–50% open rates mentioned). ✅ Founder-Led vs Employee-Led Brand. It’s not only founders. Employees with real expertise can become the voice of the brand and drive trust and demand. ✅ Tools + Interactivity Increase Stickiness. Calculators, UX elements, videos, and interactive components help keep users on the page longer and improve engagement signals. ✅ Recency as an AI Citation Advantage. Finder is exploring a “Page Age” metric, aiming to keep content fresh to improve discoverability in AI systems that favour recent sources. ✅ AEO/GEO Is Still “Be Mentioned + Be Trusted”. Syndication, mentions, links, and a connected ecosystem across properties helps models understand entity authority. ✅ Affiliate Authority Can Be Repurposed. SEO authority can be sold beyond pure performance, as visibility inside AI answers becomes a new kind of branded demand. ✅ YMYL Requires Extra Caution. In finance, speed can’t replace accuracy. Trust takes years to build and seconds to lose.   Quotes from Zak Ali 📢 “Success is really more about optimizing the bottom of the funnel now.” 📢 “Retention is becoming the real moat.” 📢 “Content is table stakes now. And so is tech.” 📢 “If Google turns AI mode as the default tomorrow, how do we stand on our own?” 📢 “SEO is no longer a job title. We’re generalist marketers now.” Actionable Insights 🧲 Turn Zero-Click Into a Conversion Game Treat each click as more valuable than ever. Tighten the leaky bucket: capture email, offer rewards, and build an owned ecosystem. 📺 Use YouTube for Higher-Intent Demand YouTube leads can be dramatically more qualified than web leads. Shift mindset from “video as SEO support” to “video as a channel you win.” 🔁 Build Retention Systems, Not Just Content Newsletters, community, and rewards programs create repeat usage. Don’t rely on Google alone as your only distribution source. 🧰 Make Pages “Sticky” With Tools + UX Add calculators, interactive elements, embedded video, and clearer structure. Engagement signals matter more when written content is commoditized. 🧠 Win AI Visibility With Recency + Entity Clarity Refresh content systematically. Connect your ecosystem: web → video → social → syndicated mentions so models understand who you are.   About Zak Ali Zak Ali is the US General Manager at Finder, overseeing marketing, PR, and editorial in one of the most competitive search landscapes on the internet: personal finance. He’s focused on adapting affiliate-driven growth to the post-HCU era, with “search everywhere optimization” as the guiding strategy. 🌍 Finder: finder.com 🔎 Connect: Find Zak on https://www.linkedin.com/in/zak-ali44/ 🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Rune Sovndahl, co-founder of Fantastic Services, the UK’s one-stop platform for home and office services. Rune breaks down how the company scaled from a laptop-on-a-sofa startup to a multi-country operation doing 400–500 jobs per day, with thousands of cleaners and teams in the field and a presence in the UK, US, Australia, and parts of Europe.   Key Talking Points ✅ Scale Snapshot. Fantastic Services is ~16–17 years in, doing about £30M annual revenue, operating across the UK, US, Australia, and parts of Europe, and completing 400–500 jobs/day. In London alone, they’re in ~500 homes every day. ✅ The Origin Story: A Carpet-Cleaning Problem. Rune couldn’t find transparent pricing or reliable providers. Missed appointments and “call for a quote” chaos created the gap. ✅ The Trust Shift (17 Years Ago). Rune spotted the early internet transition where people began trusting online booking, similar timing to the rise of Airbnb/Uber-style behaviour. ✅ “Be Where Customers Are Looking”. Early growth was driven by obsessing over discovery channels. Back then it was Google and directories (even Yellow Pages logic). ✅ Answer the Phone. A surprisingly massive differentiator: competitors often didn’t respond. Reliability became a growth lever. ✅ Transparent Pricing as a Conversion Weapon. They built systems to quote accurately upfront, avoiding end-of-job arguments and surprise upsells. ✅ Marketplaces Failed Because Quality Failed. Rune explains why “random amateurs” don’t work for services. Real pros show up with tools, training, and standards. ✅ Operations Wins (Not Vibes). They built hands-on processes. Even devs spent days with cleaners to design workflows that match reality. ✅ Franchising Improved Quality. Local ownership made standards stick. Franchisees know the team, the area, and the real-world friction points. ✅ The UK Franchise Problem (And How They Approached It Differently). Rune was skeptical too. They made it pragmatic: unit economics first, realistic timelines, and systems that reduce guesswork. ✅ It’s a 2–3 Year Journey. Rune is blunt: this isn’t “buy a franchise and print money.” It’s work before it becomes leverage. ✅ Bootstrapped and Scrappy Growth. Classic early hacks, including using promotional ad credits at scale and building thousands/millions of pages (then learning what actually matters long-term). ✅ ServiceOS + Field Management Systems. Their operational engine evolved into ServiceOS, built for onboarding, scheduling, field tracking, and reducing customer disappointment through smart workflow logic. ✅ Hiring Reality: Pre vs Post Brexit. Labour supply changed dramatically. Retention and people management became a key differentiator for franchise success. ✅ Modern Focus: AI + Efficiency. Rune’s current interest is less “publish endless content” and more AI applied to customer service, cost reduction, and workflow improvements.   Quotes from Rune Sovndahl 📢 “Be where your customers are looking for you.” 📢 “If you haven’t been banned in SEO, you’re not doing SEO.” 📢 “It’s an operational business that’s extremely hands-on.” 📢 “It’s not a one-year thing. It’s a two or three-year journey.”   Actionable Insights 🔎 Win the Discovery Game First Show up where intent already exists (Google, directories, local platforms). Don’t overcomplicate it. Visibility beats perfection early. 📞 Reliability Is a Growth Strategy Answer the calls. Confirm bookings. Reduce uncertainty. Most service businesses lose before they even compete, because they don’t respond. 💷 Make Pricing Transparent (And Stick to It) Accurate quoting builds trust. Avoid the “argue at the door” experience that kills repeat business. 🧰 Quality Needs Systems, Not Hope Skilled operators + proper tools + training beats “marketplace randomness.” Build feedback loops and on-the-job coaching, not just reviews. 🤝 Franchising Works When Unit Economics Work If the franchisor makes money mainly on franchise sales, it’s a red flag. The long-term win is in royalties, operational support, and franchisee success. 🧠 Don’t Overspend on “Tech Advantage” Most founders think they’re building a tech company when they’re really building an acquisition + operations machine. Use proven platforms where possible and put budget into acquisition and retention. About Rune Sovndahl Rune Sovndahl is the co-founder of Fantastic Services, a leading home and office services platform operating internationally. With a marketing background (including experience at lastminute.com), Rune helped build Fantastic into a multi-market, franchise-driven operation with a strong operational backbone and field management systems. 🌍 Fantastic Services: fantasticservices.com 🔗 LinkedIn: https://www.linkedin.com/in/runelondon/   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn 🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Tom Sosnoff, trading legend, serial founder, and one of the key figures behind the retail options boom. Tom shares the real story behind building thinkorswim (sold to TD Ameritrade), creating tastytrade (acquired by IG Group), and why he’s now all-in on Lossdog, an AI-powered platform designed to help people understand what they’re worth and negotiate fair pay.   Key Talking Points ✅ A Lifelong Derivatives Builder. Tom started as a market maker at the Chicago Board Options Exchange (CBOE), then built trading platforms, brokerages, and even exchanges. ✅ “Only Two Paychecks”. Tom says he’s only ever received two paychecks in his life, tied to the acquisitions of thinkorswim and tastytrade. ✅ Exits Don’t Change the Builder. Selling a company for $750M (thinkorswim) and later a reported ~$1.1B (tastytrade) didn’t change his identity. The fun part is building. ✅ Why Tasty Happened. Tom believed finance content was painfully boring. He wanted to create fun, practical, hands-on financial media and built the first digital streaming finance network in the process. ✅ Branding With “Weird Names”. thinkorswim, tasty, Lossdog. Tom explains how offbeat names create memorability, signal disruption, and can become a brand asset even when people hate them at first. ✅ Serious Tech Behind Playful Branding. Tom’s philosophy: make the name and vibe fun, but make the underlying product world-class. ✅ Media as the Growth Engine. Tom was on the road for decades, answered emails personally, and built trust by making complex strategies understandable and usable for everyday traders. ✅ The Goodwill Model. Tom gives education away for free. The “payment” is simply using the platform. That trust loop created durable distribution. ✅ Beware the Influencer Era. Tom acknowledges there’s more noise and questionable advice online, but overall he prefers free education existing over paywalled gatekeeping. ✅ Owned Distribution vs Algorithms. Tom prefers controlling the ecosystem and keeping the message consistent, even if it limits some growth. ✅ Lossdog: A New Kind of Fintech. Lossdog is building a platform to help people know what they’re worth using massive datasets, resumes, and AI models, with a goal of improving pay fairness. ✅ AI Made It Practical. Lower costs, faster compute, and multiple AI models (not one vendor) make the “what you’re worth” engine feasible at scale. ✅ Free First, Monetize Later. Tom plans to keep the product free initially while validating how the market responds, then build a broader digital ecosystem around it.   Quotes from Tom Sosnoff 📢 “The fun part is building something.” 📢 “You never build what somebody else wants.” 📢 “Have some fun branding, but build a really serious kick-ass piece of technology.” 📢 “I believe in a goodwill model. I’ll tell you everything I know.” 📢 “Whatever you do, don’t pay for anything. There’s so much free education out there.”   Actionable Insights 🎙️ Build Trust Through Practical Education Teach what you actually do, not theory. Make complex ideas usable, not “dumbed down”. Consistency + competence beats polish. 🧲 Use a “Goodwill Model” to Win Distribution Give value away aggressively. Let the platform be the “ask” in return. Most people want to reciprocate when the value is real. 🧠 Choose a Name People Remember “Good” names are often boring. Memorable names create conversation, even if some people hate them. The product quality is what ultimately makes the name stick. 🤖 AI Opportunity = More Data, Lower Cost, Faster Iteration Multi-model stacks can keep you flexible and cost-efficient. AI can unlock use cases that were previously too expensive or slow to compute. Ship, test, and learn. Don’t over-commit to a monetization model before users prove the value. 💸 Empower People With Real Context “You’re underpaid” means nothing without numbers. Real benchmarks (role, location, experience) create leverage and clarity. Showing “lifetime money left on the table” can be the spark that drives action.   About Tom Sosnoff Tom Sosnoff is a trading industry pioneer and serial entrepreneur. He helped reshape retail trading by co-founding thinkorswim and later building tastytrade, blending entertainment, education, and serious technology into platforms used by millions. He’s now building Lossdog, a new AI-driven platform focused on helping individuals understand compensation benchmarks and negotiate fair pay. 🌍 Join the waitlist: https://lossdog.com/ 🔗 LinkedIn: https://www.linkedin.com/in/tom-sosnoff-047627293/  🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Julian Goldie Reveals His AI Clone Workflow. How AI SEO Agencies Scale to 100M+ Views/Year Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Julian Goldie, CEO of Goldie Agency, published author, and founder of the Julian Goldie SEO YouTube channel (300,000+ subscribers). Julian breaks down how his AI avatar content system now outperforms his “human” output, how he distributes content across a huge network of channels without getting banned, and why brand trust is quickly becoming the biggest moat as search fragments across Google, ChatGPT, Claude, Perplexity, and beyond.   Key Talking Points ✅ AI-First Operator. Julian runs an agency and a community focused on AI SEO and AI automation. He documents the systems he builds and ships them across social, video, and community platforms. ✅ The AI Avatar Is Real (And It Wins). Julian’s AI clone has improved to the point where many people can’t tell the difference. It also consistently outperforms his own manual videos. ✅ The 4-Step Content Machine. Julian’s workflow: Claude for scripts → HeyGen for the avatar video → ElevenLabs for voice cloning → CapCut for editing and B-roll. ✅ Scale Creates a Data Advantage. Publishing 8–12 videos per day creates a feedback loop. The team quickly learns what hooks, thumbnails, and topics drive the most reach. ✅ YouTube Fuels Everything. One core video becomes multi-platform distribution, plus secondary assets like articles, newsletter posts, and short-form clips. ✅ “50 Platforms” Isn’t 50 Social Networks. It’s multiple accounts, channels, newsletters, and websites. The strategy is to expand distribution without reinventing content. ✅ Facebook Is Back. Julian says Facebook organic reach is surprisingly strong again. Posting consistently can drive millions of monthly impressions without paid ads. ✅ Reddit as a Visibility Engine. Julian grew a subreddit to meaningful monthly reach by posting daily. He uses it to distribute videos and articles that funnel to offers. ✅ Manual Posting Beats Automation. Julian avoids automated posting on some platforms because it can throttle reach or trigger bans. Instead, the team posts manually and tracks everything in spreadsheets. ✅ Community Growth Flywheel. The AI Profit Boardroom scaled fast by driving traffic from content and letting the community answer many questions. Julian stays involved without becoming the bottleneck. ✅ SEO Is Still a Superpower. Julian is still bullish on SEO, especially when paired with brand. Repurposed video + articles can rank quickly across multiple surfaces, including AI discovery. ✅ AI Search Is a Conversion Upgrade. Julian believes AI recommendations will carry more trust and intent. If your brand is cited or recommended, conversions can be stronger even at lower volume.   Quotes from Julian Goldie 📢 “My AI clone beats me hands down every single time.” 📢 “Facebook is highly underrated right now.” 📢 “We post across like 50 different platforms per day.” 📢 “I don’t like automating posting. You can get throttled or banned.” 📢 “If you combine brand with SEO, it’s a superpower.”   Actionable Insights 🎥 Build One Core Asset, Then Multiply It Start with one high-quality video. Repurpose into short clips, newsletter posts, and articles across multiple channels. Let distribution compound instead of constantly reinventing. 🧠 Use Volume to Build a Performance Engine Publishing daily creates data: hooks, topics, packaging, and formats. Identify winners fast. Then push the “greatest hits” across more channels. 🧲 Balance CTAs for Different Buyer Types Offer “book a call” and “buy now” options. Reduce friction for people who hate sales calls. 🗂️ Avoid Platform Risk With Manual Distribution + Tracking Automation can throttle reach or trigger bans, especially on X. Use a simple spreadsheet tracker for consistency and accountability. 🌐 Optimize for Search Everywhere Reddit often appears in ChatGPT citations. Videos often power AI Overviews and Perplexity results. Publish across multiple “indexable” surfaces to increase your odds of showing up. 👥 Don’t Become the Bottleneck in Your Community If you answer everything, others won’t. Let the community help itself, and step in where your leverage is highest.   About Julian Goldie Julian Goldie is the CEO of Goldie Agency and the creator behind the Julian Goldie SEO YouTube channel (300,000+ subscribers). He’s known for building scalable AI-driven marketing systems, teaching AI automation playbooks, and growing communities through high-volume, high-distribution content strategies. 🔗 LinkedIn: Julian Goldie 📺 YouTube: Julian Goldie SEO 🌍 Community: AIProfitBoardroom.com   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Joe Serafin, owner and principal broker of Serafin Real Estate, a Northern Virginia commercial real estate firm focused on Fairfax, Loudoun, and Prince William counties. Joe breaks down how AI-driven market analysis, custom GPT workflows, and precision targeting are giving brokers a real edge. He also shares a surprisingly effective authority play. A premium quarterly print magazine that directly generated a deal now closing around $14M.   Key Talking Points ✅ Why Niching Wins. Joe went from being licensed in six states to narrowing down into Northern Virginia, proving that geographic focus plus asset specialization makes dealmaking easier and sharper. ✅ Commercial vs Residential. Commercial is not MLS-driven. Marketing is targeted. Buyer lists matter. Data and outreach strategy become the differentiator. ✅ Market Recalibration in NoVA. Post-COVID office has shifted. Class A “trophy” buildings with amenities are holding up better, while Class C assets without improvements are taking the biggest hit. ✅ Cap Rates and Confidence. Joe explains how pricing per square foot and cap-rate movement reflect investor confidence and why that matters for sellers, buyers, and underwriting. ✅ Proprietary Data as a Moat. In niches like childcare centers, many deals are confidential, so Joe built a private buyer and comps database that now supports pricing, forecasting, and appraisal conversations. ✅ Custom GPTs for Zoning (Seconds, Not Hours). Joe uploads zoning ordinances into custom GPTs so his team can answer “is this use allowed” and special exception questions in near real time. No web search. Just trusted internal data. ✅ Quarterly Magazine = Authority + Deal Flow. A 32–40 page print and digital market magazine goes to past clients and ideal portfolio owners. Print has shelf life and it produced a deal now closing around $14M. ✅ Proof-Stacking Visibility. Joe turns closings into success stories and distributes them across LinkedIn, Google Business Profile, social, and press releases. The goal is being “everywhere” so the market can’t ignore you.   Quotes from Joe Serafin 📢 “If you dive down to a geographic niche and some product specialization, that’s a huge benefit.” 📢 “We’re only letting the custom GPT use what we provided. That’s why it works.” 📢 “Digital is great. Print has shelf life.” 📢 “People tell us, ‘You guys are everywhere.’ That’s the goal.”   Actionable Insights 🧠 Build a Real Data Advantage Pick a niche where data is fragmented or confidential. Then build your own buyer list, comps, and benchmarks over time. Track what actually moves your market: price per sq ft, cap rates, leasing norms, and deal velocity. ⚡ Use AI for Speed Without Losing Trust Create internal-only GPTs for high-frequency questions like zoning, use permissions, buffers, and special exceptions. Keep the model grounded by restricting it to your uploaded source docs, not open web browsing. 📬 Use Print to Reach High-Value, Old-School Audiences If your ideal clients are portfolio owners, print can outperform digital because it’s hard to ignore and hard to throw away. Tie the magazine to deals by mailing to a curated list and tracking inbound conversations that reference it. 📣 Proof-Stack Your Authority Turn every closing into a mini case study: challenge, strategy, result, testimonial. Distribute across multiple channels. LinkedIn, Google Business Profile, Facebook, and press releases to build consistent brand and entity signals.   About Joe Serafin Joe Serafin is the owner and principal broker of Serafin Real Estate, specializing in commercial real estate across Northern Virginia. With a focus on data, technology, and precision outreach, Joe helps investors and business owners source, value, and transact commercial assets more intelligently. 📬 Connect with Joe: linkedin.com/in/joeserafin · serafinre.com (Company) joeserafin.com/ (Personal)   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn 🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Tom Haylock, Chief Commercial Officer and former CEO of Sharecat, a chartered mechanical engineer turned growth leader in industrial digitalization. Tom breaks down why inbound SEO is still massively underused in heavy industry, how to align content with long, cautious buying cycles, and why “document problems” are often really data problems in disguise (and vice versa).   Key Talking Points ✅ Engineer-to-Growth Journey. Tom started in major energy projects offshore West Africa (BP and others), moved into business development, then jumped into industrial digitalization about five years ago with Sharecat. ✅ Selling Is Still Selling. The mechanics of growth and differentiation are universal. What changes is culture, modernization, and how fast an industry adopts proven playbooks. ✅ Why Heavy Industry Moves Slowly. Customers invest on 20–40 year horizons. Some facilities operate for 100+ years. That caution shapes buying behavior, tooling, and internal change management. ✅ Inbound Is the Sleeping Giant. Industrial firms rely heavily on outbound relationship selling. Inbound is often ignored, creating a wide-open lane for SEO-driven demand capture. ✅ Outbound vs Inbound. Outbound is still essential for blue-chip, long-burn deals. Inbound is the scalable pipeline engine because it captures buyers when timing is right and intent is high. ✅ The Timing Problem. Many enterprise conversations end with “this is relevant, but not right now.” Outbound deals can take 1–2 years to close. Inbound leads arrive closer to readiness. ✅ Project Horizons Are Massive. From idea to producing output can be 6–7 years for major industrial builds. Final investment decision often precedes a ~4 year execution window. ✅ Who Searches in Industrial? Engineers (curiosity + improvement mindset), digital transformation teams, and modernization leaders. Decision-makers often still rely on Google, not AI chat tools. ✅ AI Adoption Is Cautious. Industrial customers have strict security and licensing constraints. Many will adopt Microsoft Copilot before public LLMs due to safety and compliance realities. ✅ From Documents to Data. Industrial orgs think in documents because that’s how information has historically been delivered, but the operational need is often structured, connected, validated data. ✅ Content Strategy: Early but Working. Sharecat focused first on core, high-intent terms and foundational optimization, then moved into ramping volume with webinars, how-tos, testing, and conversion improvements. ✅ Industry Initiatives as Demand + Authority Drivers. Tom highlights standards and working groups (and regulatory shifts like the EU digital product passport) as opportunities to educate the market and build authority in advance of change. ✅ The Mid-Market Opportunity. Enterprise logos are big wins, but scale comes from the thousands of under-served smaller industrial suppliers still stuck in Excel, SharePoint, and manual processes.   Quotes from Tom Haylock 📢 “Selling stuff is selling stuff in principle.” 📢 “Inbound is largely ignored across industrial sectors.” 📢 “Timing is the hardest thing. Inbound means they’re ready.” 📢 “Humans love documents. You’ll never kill documents.” 📢 “Our customers are cautious. Safety and control matter.” 📢 “It’s different flavors of the same issue. Understanding the problem is part of the fun.”   Actionable Insights 🧲 Use Inbound to Beat the Timing Game Outbound is relationship-heavy and slow. Inbound captures buyers when urgency and budget are already aligned. Build content for “ready-to-buy” searches, then qualify hard on positioning, differentiation, and cost. 🧠 Translate “Document” Pain into “Data” Clarity Meet buyers where they are (document language), then educate them into the real root cause and a clearer solution framework. Create content that explains relationships: metadata, tagging, validation, handover requirements, and downstream impact. 📈 Scale Beyond Enterprise Logos A few big wins can transform revenue, but consistent growth comes from the long tail of under-served industrial suppliers and contractors. Target operational pain, not just platform comparisons. 🧪 Treat SEO Like Engineering Form a hypothesis, test with data, iterate. Add heat mapping, A/B testing, conversion UX, and progressive content refresh cycles once the foundation is stable. 🤝 Build Authority Through Standards and “What’s Coming Next” Tie SEO content to real industry initiatives and regulatory shifts. Publish “look what’s coming” explainers that position your brand as future-ready, not just a vendor. 🔐 Plan for AI Discoverability the Safe Way Assume workplace adoption runs through Copilot and governed environments first. Create content that works in both Google and AI answer formats: clear structure, direct answers, explainers, and strong entity clarity.   About Tom Haylock Tom Haylock is the Chief Commercial Officer and former CEO of Sharecat, bringing a chartered mechanical engineering background into commercial growth and industrial digitalization. He focuses on modern revenue ops, inbound strategy, and helping industrial organizations manage complex information structures more effectively. 🌍 Sharecat (software): sharecat.com 🔎 Connect: Find Tom on LinkedIn   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Amanda Leemis, founder of The Hollydog Blog, a preschool resources brand built on human-made design, practical SEO, and a mission to make teachers’ and parents’ lives easier with free, high-quality worksheets, crafts, and activities. Amanda shares the origin story behind Holly, the shift from classroom packets to a full-fledged website, and the systems that helped her go from zero to 369 posts, 30,000 monthly downloads, and 280,000 downloads in a year.   Key Talking Points ✅ The Holly Dog Origin Story. Holly was a rescued stray found tied to a tree. Her personality and emotions became the basis for stories Amanda’s mom told in class, which later evolved into self-published books and eventually the blog. ✅ Pandemic Pivot. When schools moved to at-home learning, Amanda illustrated printable worksheets for take-home packets. Strong parent and teacher feedback became the signal to build online. ✅ The “Holly Dog Moment” That Made It Real. A student showed up for World Book Day dressed as Holly Dog. That was the turning point that proved the character had real impact and inspired Amanda to launch the site. ✅ Learning SEO from Zero. Amanda took online classes, including Stupid Simple SEO, then did hands-on keyword research with tools like Ahrefs and Ubersuggest to find reachable targets and build momentum. ✅ Early Backlinks Were Brutal. She sent 100+ outreach emails offering free worksheets for links, landed a handful of wins, and even turned one relationship into paid worksheet work with a larger preschool site that linked back. ✅ Strategy Shift as the Site Grew. In the early days it was hard to compete against sites with 400+ posts. With 369 posts now live, Amanda can target bigger competitors and “match and beat” what’s working, while keeping the Holly Dog twist. ✅ ChatGPT as a Ruthless SEO Mentor. Amanda uses AI to compare her pages against competitors and identify gaps. Her key recurring takeaway is simple: more backlinks still matters when competing against sites with 10–15 years of authority. ✅ Monetization Reality Check. A major benchmark she followed: expect monetization around 250 posts. Amanda started monetizing around 220 posts, after about 1.5 to 2 years of publishing and building. ✅ Ads as the Primary Revenue Engine. Most income currently comes from ad revenue. Printables remain free because accessibility for teachers and parents is part of the mission. ✅ User Experience as a Differentiator. Amanda does not run ads on the homepage or silo pages, prioritizing clean navigation and fast access. She funnels visitors via a “Start Learning with Holly Dog” path and a teacher vs parent split. ✅ Pinterest and Paid Experiments. Pinterest can be powerful for highly visual niches, but it is a roller coaster with risks like stolen pins and spam flags. Amanda has also begun testing Facebook ads and community-building. ✅ YouTube Expansion with a Real Puppet and Real Songs. The Hollydog YouTube channel uses a custom Holly Dog puppet, human-produced songs, and calmer “Mr. Rogers” pacing. The goal is learning without sensory overload. ✅ Human-First Brand in a Slop-Filled Internet. Everything is hand-made: illustrations, puppet, songs, and the overall aesthetic. Amanda believes this human signal will matter more as AI content floods the space. ✅ AI’s Role Going Forward. Amanda sees AI as a productivity layer that frees her from tasks she doesn’t love, while keeping the core creative work human and brand-led. She also wants to lean more into AI search visibility over time.   Quotes from Amanda Leemis 📢 “The Hollydog blog actually all started with my dog that I had growing up. Her name was Holly.” 📢 “I sent out probably over a hundred emails asking for backlinks. It was so time consuming.” 📢 “Tell ChatGPT to be your ruthless mentor. That’s when the feedback becomes useful.” 📢 “If they have it, I need to have it too. And it needs to be better. With a little bit of Holly Dog.” 📢 “Coloring is so much more than coloring. Kids are building fine motor skills in ways we forget.” 📢 “Everything we do is centered around the human element.”   Actionable Insights 🔍 Commit to the Long Game Treat blogging as a volume and consistency play. Expect real monetization closer to 200–250 posts, not 20. Keep publishing even through early rejection. Those “no’s” are part of the curve. 🔗 Build Backlinks the Unsexy Way Outreach is slow, but a few wins can change your trajectory. Offer tangible value (free printables, guest resources, collaborations). Once you have budget, invest in links you cannot realistically earn alone. 🧠 Use AI for Gap-Finding, Not Identity Ask ChatGPT to compare your content to competitors and point out missing sections, visuals, formatting, and clarity. Prompt it as a ruthless mentor, then implement only what fits your brand voice and audience needs. 🧭 Protect UX Even If It “Costs” Short-Term Revenue Reduce clutter. Keep navigation simple. Make it easy for visitors to find exactly what they need fast. Consider removing ads from key “entry” pages if return visits and trust are the long-term goal. 📌 Master One Channel Before Expanding Start with the channel most likely to compound (Google for Amanda). Then add Pinterest, Facebook, or YouTube once you have stable systems and capacity. 🎨 Win with a Real Brand Signal Hand-made assets, recognizable characters, and consistent design choices create memory. In a world of AI content, “human-made” becomes a defensible moat, especially in education niches.   About Amanda Leemis Amanda Leemis is the founder and creative director of The Hollydog Blog, a playful preschool learning resource hub built around hand-drawn printables, crafts, and educational videos. With a teacher-informed approach and a clear brand identity, she’s grown the site into a large content library with hundreds of posts and hundreds of thousands of downloads annually. 🌍 Website: thehollydogblog.com 📬 Email: amanda@thehollydogblog.com 🔗 LinkedIn: https://www.linkedin.com/in/amanda-leemis-90035818b/    🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com  

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Bobby Steinbach, founder of Mean Pug Digital and former Director of Engineering at Morgan & Morgan. Bobby shares how seeing massive legal budgets paired with painfully undifferentiated marketing sparked Mean Pug, why brand matters more than ever as AI reshapes the SERP, and how firms should balance PPC, SEO, and referral networks across short, mid, and long-term horizons.   Key Talking Points ✅ From Startup to Morgan & Morgan to Mean Pug. Bobby and his co-founder Andrew were “poached” to run engineering and paid digital at Morgan & Morgan, where they saw enormous spend in legal paired with weak differentiation. That gap became Mean Pug. ✅ Why “Mean Pug” Works. The name polarizes. Some hate it, some love it. Either way, people remember it, which is the point in a market full of same-sounding brands. ✅ Legal Marketing in Late 2025. AI has crushed SERP CTR, changed how people discover firms, and forced everyone to reconsider channel mix and brand. ✅ Traditional Media Is Back When Budgets Expand. As more capital enters legal, firms revisit out-of-home and traditional buys for scale, even if attribution remains imperfect and often qualitative. ✅ PPC Spend Splits by Firm Size. ✅ The Portfolio Approach to Growth. Bobby frames marketing like investing. Short-term: PPC. Long-term: brand + SEO. Mid-term: building referral networks at scale with complementary firms. ✅ “SEO Is Dead” Is Mostly Marketers Talking. Bobby argues answer engines are still a small slice of total search and pull from the same ecosystem of content and authority that powers organic visibility. ✅ Brand Starts With a “Brand Bible”. Mean Pug often begins with a 35 to 40-page “brand bible” including visuals plus the critical intangibles: voice, promise, pillars, mission, slogans, and positioning. ✅ AI SEO Reality. Most AEO tactics are still evolving, but Bobby’s view is that classic SEO fundamentals transfer, with potential upside in making sites easier for LLMs to parse using structured information like schema. ✅ Authority Loops Beyond Links. Offline credibility and real-world signals matter. Sponsorships, alumni involvement, podcasts, and community participation create both brand lift and high-trust mentions that feed search ecosystems. ✅ Organic Social Is a Risk Tradeoff. TikTok fame can work, but only if you commit hard and accept polarizing outcomes. Many firms should keep organic social “clean and on-brand” so it never deters a prospect. ✅ Private Equity and Consolidation. For personal injury, outside capital changes competition fast. Bigger players push into smaller markets, PPC auctions get worse, and the pressure for growth can increase reliance on lead gen. The best defense is building a brand before the market gets crowded.   Quotes from Bobby Steinbach 📢 “We saw how much money was being allocated into legal, and how bad most firms are at creating differentiated brands.” 📢 “It’s always one of two things. That’s the worst name ever, or the best name ever. Either way, you remember us.” 📢 “SEO is dead is mostly marketers saying it. Where do you think answer engines pull results from?” 📢 “You wouldn’t put all your investments into high-risk stocks. Marketing needs the same portfolio approach.” 📢 “I’ll never post anything I’m not ready to be deposed on.” 📢 “If you wait until after outside money moves in, you’re already late. Carve out your brand now.”   Actionable Insights 📊 Build a Marketing Portfolio, Not a One-Channel Plan 0 to 3 months: PPC for immediate cases. 6 to 12 months: referral network building with complementary firms. 12+ months: brand + SEO compounding into lower CAC and defensibility. 🧠 Start With Differentiation Create a “brand bible” that locks in voice, promise, pillars, mission, and slogans. Use it as the baseline for every ad, landing page, email, and creative asset. 🧲 For Mid-Sized Firms, Avoid the PPC Bloodbath Where Possible Lean into LSA, local SEO, and organic if you can be selective and do not need massive spend allocation. Invest in channels that produce high-intent leads without auction-driven inflation. 🔗 Earn Better Authority Signals Go beyond directories. Build links and mentions competitors are not willing to work for: alumni podcasts, sponsorships, community involvement, and high-trust collaborations. Prioritize credibility that creates both brand lift and search impact. 🤖 Use AI Carefully AI can speed up drafts and ideation, but do not let it invent your positioning. Garbage in, garbage out. Focus on structured clarity: readable content, fast answers, and strong entity signals (like schema) to make parsing easier. 🧱 Plan for Consolidation If You’re in PI Expect more money and more competition. PPC gets more expensive. Lead gen gets more tempting and riskier. The safer long-term play is a stronger brand, better creative, and diversified acquisition channels.   About Bobby Steinbach Bobby Steinbach is the founder of Mean Pug Digital, a legal marketing agency helping law firms build differentiated brands and full-funnel growth systems across SEO, creative, performance, and traditional media. He previously led engineering at Morgan & Morgan and has deep experience building growth engines where ROI has real consequences. 🔗 LinkedIn: https://www.linkedin.com/in/steinbachr/ 🌐 Learn more: meanpug.com 📬 Email: bark@meanpug.com 🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Mark Jackson, founder of SwagDrop and a 35-year veteran in branded merchandise. Mark shares how he got his start when a neighbor literally threw a phone book at him and told him to go find customers, how the pandemic reshaped the industry, and why print-on-demand stores and hybrid swag programs are the next big wave for companies that want flexibility without warehousing headaches.   Key Talking Points ✅ Accidental Start, Real Sales Training. Mark entered promo at 21 or 22, got handed a phone book as a prospect list, bought the original company, sold it, then built what became Swagdrop. ✅ Swag Is Still Last-Minute. Even after decades of tech change, gifting is still often an “afterthought”, driven by events, holidays, or a CEO request. ✅ Industry Reality: Fragmented Market. Thousands of distributors and suppliers, with “top 10%” surprisingly small by revenue standards. Swagdrop is under $10M, serving primarily North America but shipping globally. ✅ Pandemic Pivot: From Events to Employees. When sales hit zero, the comeback came from companies caring for culture, connection, and remote teams. HR became a major buyer, not just marketing. ✅ What Actually Drives Growth. Outreach triggers are hard because buyers do not plan swag well. Mark credits SEO, technical foundations, content, plus client portability, where buyers take Swagdrop with them to new companies. ✅ Why Paid Ads Didn’t Stick. Swagdrop is built for complex programs, not one-off mugs or 11 shirts. Paid tends to attract low-fit traffic, not solution buyers. ✅ Print-On-Demand Pop-Up Shops. Companies give employees a link and a budget. Employees pick sizes, styles, and colors. Some opt out, often bringing programs under budget but raising satisfaction. ✅ Fast “Gift” Without Fast Fulfillment. Even in December, companies can launch a shop before holidays, employees select items, and product ships after. The “gift” still lands psychologically on time. ✅ Supply Chain Still Has Curveballs. Geopolitics, events, and unexpected logistics issues are constant. China remains key, but Mark flags growth in India and apparel manufacturing in the Caribbean. ✅ The Future: Hybrid Programs. Large brands will mix bulk inventory for events with print-on-demand for employee gifting to reduce warehousing and SaaS storage fees.   Quotes from Mark Jackson 📢 “He literally threw a phone book at me. He said, ‘Those are your customers. Go talk to them.’” 📢 “Swag is almost an afterthought. It’s the last thing people think of.” 📢 “Triggers are extremely difficult. Most people don’t know when they’re going to use swag.” 📢 “SEO isn’t dead. You pull a little bit on every lever, then increase what works.” 📢 “People reach out to 20 companies. You’re the first one that got back to me.” 📢 “The future is hybrid. Some inventory for corporate needs, print-on-demand for employees.”   Actionable Insights 🎯 Stop Guessing, Let Employees Choose Use a pop-up shop with a budget so recipients pick what they actually want. Add options by size, gender fit, color, and let opt-outs reduce waste. 🧩 Build a Hybrid Swag Strategy Keep in-stock inventory for events and urgent needs. Use print-on-demand for employee gifting, onboarding, and evergreen company stores to avoid huge warehousing costs. 🔍 Invest Where Intent Is Highest In a last-minute industry, SEO can win because searches are often urgent and high intent. Use content that answers program-level questions, not product-only queries. ⚡ Win With Responsiveness Many vendors hide behind forms. If you sell complex programs, speed-to-human matters. A fast call plus real guidance can become your biggest differentiator. 📦 Plan Around Reality, Not Best-Case Logistics Event-based swag has hard deadlines. Build buffers for production, shipping, and unexpected supply chain disruptions.   About Mark Jackson Mark Jackson is the founder of SwagDrop and a long-time leader in the promotional products industry. He started in promo over 35 years ago, built and sold earlier ventures, then scaled Swagdrop from its earlier identity as Promotion Resource Group into a digital-first swag partner during the pandemic. 🌐 Swagdrop: swagdrop.com 📬 Contact: mark@swagdrop.com 🔗 LinkedIn: linkedin.com/in/mark-jackson-6010751   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Cassie Wilson-Clark, a fractional content strategist and fractional CMO/CGO who builds lean content systems that drive real pipeline. Cassie breaks down what’s actually changing with AI search, why classic SEO fundamentals still matter, and how to plan content around prompts and real customer language, not just keywords.   Key Talking Points ✅ From “Stuff the Keywords” to Clean Answers. AI search rewards clarity. Cassie sees a shift toward direct, structured content that hits the question fast, then expands only where needed. ✅ AI Search Is Real, But Not Universal Yet. Many audiences still default to Google. Strategy depends on who your buyers are and how they already search. ✅ SEO Still Matters for AI Overviews. A strong SEO foundation supports visibility in Google’s AI surfaces. AI SEO is not a full replacement for SEO. ✅ Freshness and Updates. Small edits matter. Updating definitions, adding FAQs, tightening paragraphs, and keeping content current can improve performance in both Google and AI tools. ✅ Think in Prompts, Not Keywords. Cassie recommends mapping content to full question-style prompts, then answering in the same phrasing buyers use. ✅ Reddit as a “Prompt Library”. If people ask it on Reddit, they’ll likely ask it in ChatGPT and Perplexity. Cassie uses ChatGPT Agent mode to pull real questions and wording from specific communities. ✅ One Question per Post vs Mega Guides. She’s actively testing whether AI engines prefer focused “one prompt, one page” answers or broader guides that cover multiple questions. ✅ Be Everywhere Your Audience Is. AI engines pull from blogs, YouTube, podcasts, and social. Distribution plus repurposing is now part of search visibility. ✅ Repurposing That Actually Scales. Cassie turned 12 podcast episodes into 6 months of content in minutes, and helped a webinar-heavy client unlock years of posts from existing recordings. ✅ Tracking AI Visibility Is Still Messy. Most brands are stuck with manual checks, screenshots, and proxy signals like AI referral traffic and branded search lift.   Quotes from Cassie Wilson-Clark 📢 “AI search is still pretty new. For most brands, SEO is still kind of the thing for now.” 📢 “A good SEO foundation is kind of what’s making GEO work.” 📢 “Don’t think about just a keyword. Think about an entire prompt.” 📢 “If someone is on Reddit asking a question, they’ll most likely use that same phrasing in ChatGPT.” 📢 “I put my first 12 episodes in and it gave me six months of content.” 📢 “Right now I’m tracking it with manual searches and screenshots. It takes so much time.”   Actionable Insights 🧠 Build Prompt-Led Content Take your core topics and rewrite them into full questions your ICP would ask. Use the question as a visible H2/H3, answer immediately, then expand with supporting context. 🔍 Use Reddit for Real Language Pick 3 to 5 relevant subreddits where your buyers hang out. Use ChatGPT Agent mode to extract the top recurring questions and phrasing, then turn each into a post. 🧼 Write for Clarity First Lead with a direct answer. Break up content with definitions, bullets, short sections, and FAQs. Avoid overly narrative intros when the intent is informational or comparison-based. ♻️ Repurpose What You Already Have Drop podcast/webinar transcripts into ChatGPT. Generate: blog outlines, LinkedIn posts, short scripts, FAQs, email snippets, and “one prompt, one answer” pages. Edit for voice and add real examples or quotes, do not publish raw AI drafts. 🔁 Update on a Cadence That Matches Your Industry Fast-changing industries need more frequent refreshes. Start with “quick wins”. definitions, FAQs, tightened paragraphs, and an updated publish date when truly revised. 📈 Track With Proxies (For Now) Monitor AI referral traffic in analytics. Watch for lift in branded search as AI discovery drives people back to Google for verification.   About Cassie Wilson-Clark Cassie Wilson-Clark is a fractional content strategist and fractional CMO/CGO who helps brands build lean content systems tied to pipeline, not vanity metrics. She hosts the Founding AI podcast and is experimenting with multi-channel visibility across content, podcasting, and YouTube. 🌐 Website: https://cassieclarkmarketing.com/ 📺 YouTube: https://www.youtube.com/channel/UCtQK-qhh0MGcdp6NXxWdaLA 💼 LinkedIn: Cassie Wilson-Clark   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Benjamin Schieken, founder and CEO of Fincast. a privacy-first mortgage tool that lets borrowers shop, verify, and save without handing over their data. Fincast turns one confusing offer into a one-to-many bidding process, then shows clear savings and trade-offs.   Key Talking Points ✅ The Real Problem. Most borrowers cannot tell if an offer is good. Offers mix rate, points, fees, and timelines. Confusion creates expensive mistakes over 30 years. ✅ “Rate” Is Not Everything. The real comparison is rate plus cost over your expected time in the loan. Optimize to monthly payment, upfront cash, or lowest total cost. ✅ Bidding Marketplace. Upload an offer, Fincast normalizes the details, anonymizes you, and invites multiple lenders to bid directly against your exact structure. ✅ Primary vs Secondary Markets. Best price comes from the lender that needs your product today on the secondary side, not whoever happened to quote you first. ✅ Measured Impact. Fincast sees over 1% rate spread in real deals at times. On average, about 12% of loan amount in total savings is findable. Roughly 27% already have a great deal, the rest leave money on the table. ✅ Compliance and Flexibility. Rules like LO Comp can limit discount wiggle room, yet product-market matching still unlocks better pricing. ✅ Privacy by Design. Fincast redacts PII, compares offers, and lets you choose if and when to engage. No lead-gen spam. ✅ Go-to-Market. Started by helping people on Reddit with unbiased guidance, earned evangelists, then layered social proof, PR, and partnerships with an embeddable widget so users can “Fincast” offers on trusted third-party sites. ✅ Retention Loop. Buyers return to refinance when rates change. Word of mouth compounds through real savings stories.   Quotes from Benjamin Schieken 📢 “People just want to know. Am I getting a good deal or leaving money on the table.” 📢 “The right lender is the one whose secondary-market demand perfectly fits your loan today.” 📢 “We normalize the offer, we anonymize the person, then let lenders bid. Simple, fair, and transparent.” 📢 “A smart mortgage choice is rate plus cost plus time. Not rate alone.” 📢 “We are a value-creation startup. Borrowers win. Good lenders win. The market gets cleaner.”   Actionable Insights 🧮 Compare the Whole Deal Gather an official Loan Estimate. Compare rate, points, fees, credits, MI, and term against your expected time in the loan. Calculate breakeven for any points paid. If you will move or refi before breakeven, do not buy them. 🔧 Set Your Preference Pick one optimization: lowest monthly payment, lowest cash at close, or lowest total cost over a realistic horizon. Re-price the offer for that goal. 🔐 Protect Your Data Use a privacy-first comparison. Share PII only when you choose a finalist. Avoid broad lead forms that trigger endless calls. 🏦 Force Competition Put your structured offer into a bidding environment. Ask lenders to beat your exact structure, not a generic rate table. 🔁 Revisit at Rate Moves Re-run the math when rates drop or your horizon changes. Refinancing can reset the optimal mix of rate and cost.   About Benjamin Schieken Benjamin Schieken is the founder and CEO of Fincast. Previously a partner in three B2B SaaS companies, he turned his focus to consumer finance after seeing how hard it is to shop mortgages fairly. Fincast gives borrowers clarity, confidence, and control by matching real offers to real lender demand. 📬 Connect with Fincast and Benjamin: gofincast.com · https://www.linkedin.com/in/benjamin-schieken/    🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder and CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Mark Williams-Cook. Director at Candour. Founder of AlsoAsked. Veteran SEO of 20 years who ships products, runs e-commerce brands, and speaks plainly about where search is actually heading.   Key Talking Points ✅ SEO is not dead. AI search often equals “three web searches in a trench coat.” Retrieval still relies on real indexes, ranking, and links ✅ Why the browser wins. Agentic tasks need a real browser that executes JS, passes “are you human” checks, and respects privacy. Expect lightweight on-device models ✅ Google’s advantage. Massive index, cash flow, control of distribution. Others burn cash while renting Google or Chromium, which tilts the field ✅ Freshness bias and listicles. LLM surfaces are easy to game with recency and “best X” lists. Short-term only. It will not last ✅ Brand as the durable signal. Your brand footprint inside models and across trusted sources will outlive tactic chasing ✅ Digital PR for AI era. Mentions on authoritative sites shape both link graphs and in-model weightings ✅ LLM-aware research. Generate persona prompts to reveal the web searches LLMs trigger. Then build pages that answer intent clearly ✅ Measure what matters. Prompt tracking dashboards are a comfort blanket. Focus on in-model understanding and real outcomes ✅ Community as a moat. Smaller brands should seed real communities where customers advocate on platforms like Reddit   Quotes from Mark Williams-Cook 📢 “AI search is still built on information retrieval. It is not magic. It needs an index.” 📢 “The browser will be the agent. That is where execution, privacy, and verification actually work.” 📢 “Short-term tricks like fresh listicles will get patched. Invest in signals that survive updates.” 📢 “Ask a model to act like your persona, then watch which web searches it fires. That is your content map.” 📢 “If your marketing activity has no value without search, it probably has no long-term value.”   Actionable Insights 🧭 Design for Agentic Workflows Make key flows executable in a real browser. Clean HTML. predictable selectors. minimal anti-bot friction on basic info pages Publish concise “do this task” guides that an agent can summarize and follow 🔎 LLM-Ready Content Research Use personas to generate conversational prompts, then inspect which queries LLMs trigger Prioritize pages that map to those triggered queries. Structure with clear headings, FAQs, and explicit constraints 📰 Digital PR That Moves Models Target high-trust publications and expert communities. Mentions plus links shape both rankings and in-model priors Ship evidence assets. data cuts, original research, tool outputs. that media can cite 🧠 In-Model Understanding Audit “what AI knows about you” style outputs to see how models describe your brand Reinforce missing truths across your site, docs, bios, schema, and PR 📏 Rethink Measurement Treat prompt tracking as directional at best. Anchor your plan to leads, assisted revenue, branded search lift, and referral quality Report share of voice only with clear caveats. focus updates on shipped assets and earned authority 👥 Build Community First Invest where your buyers gather. Run useful AMAs, teardown threads, and office hours Let real customers seed Reddit and forums. authenticity scales better than aged accounts   About Mark Williams-Cook Mark Williams-Cook is Digital Marketing Director at Candour, founder of AlsoAsked, and host of Search with Candour. He blends technical rigor with brand-first strategy. He speaks frequently on the future of search, agentic browsing, and why digital PR matters more in an LLM world.   📬 Connect: LinkedIn: Mark Williams-Cook · CoreUpdates.com newsletter   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com

Welcome to Market Movers: Building Brands & Links with Linkifi! Your go-to podcast for transforming your business into an unforgettable brand where branding meets SEO and link-building. I’m Chris Panteli, Co-Founder & CEO of Linkifi, and I’m joined by my co-host and Co-Founder, Nick Biggs. In this episode we welcome Max Liporace — Strategy Director at LendFriend Mortgage and former real estate attorney — who helped LendFriend pivot from retail lending to brokerage, then scale back up by leaning into SEO and LLM (AI) search for high-intent, non-QM borrowers.   Key Talking Points ✅ From Law to Lending — Ex-NY real estate attorney joins a fast-growing Austin lender; pandemic pivot → retail to broker model (lower overhead, more products) ✅ Boom → Cooldown → Pivot — Purchase-led growth and online leads: $300M (2020) → $380M (2021); rates surge in 2023–25 forces reinvention ✅ SEO as a Lifeline — Started in May, built on HubSpot: focused on quality pages answering buyer intent, not blog volume; tracked by source (Google, ChatGPT/Grok/Perplexity) ✅ LLMs Drive Real Deals — Today 60–70% of inbound finds them via LLMs; November: ~50% of closed volume from Google + LLM search ✅ Win the Niche, Not “Mortgage” — Target self-employed, asset-depletion, and crypto-supported mortgages; less commoditized, higher margins, faster close ✅ Geographic Expansion for Demand Capture — From TX/GA/FL to additional states (e.g., NH) to serve inbound SEO/LLM demand wherever it originates ✅ Crypto Mortgage, De-Risked — Treat BTC/ETH as assets with haircuts (e.g., ~50%) + 25% down; income “constructed” via asset utilization (no custody pledge required post-close)   Quotes from Max Liporace 📢 “We’re singing SEO’s praises. I couldn’t believe clients would come in this way—now they do, every week.” 📢 “If we do well on Google, we tend to do well on ChatGPT and Grok—same fundamentals, better trust handoff.” 📢 “Compete where the big brands aren’t: non-QM niches beat a race-to-the-bottom on price.” 📢 “It’s not more content—it’s better, buyer-intent content: landing pages that answer the exact question.”   Actionable Insights 🧭 Own Non-QM Search Build intent pages for self-employed, DSCR/asset-depletion, ITIN, and crypto use-cases with clear docs, scenarios, and timelines. Map FAQs to queries LLMs echo (e.g., “self-employed mortgage Austin,” “buy house with Bitcoin income,” “asset-depletion vs. traditional”). 🔎 LLM-Ready Content Add trust markers LLMs surface: licensing states, NMLS, reviews, BBB, media mentions, underwriting guardrails (LTV, reserves, haircuts). Use schema, tidy UX, and a concise “Who we help” section to improve summarizability. 📈 Attribution & Scale Track source (Google vs. ChatGPT/Perplexity/Grok), state, product, close rate, and margin in HubSpot. When a niche page starts converting, add a new state and replicate the asset (localize + compliance review). 🪙 Crypto Mortgage Clarity Explain how it works (asset custody window, haircut, min down, post-close flexibility). Publish volatility safeguards and side-by-side BTC/ETH vs. stock asset-utilization examples. 🏗️ Brand for the Long Game Secure expert explainers, case studies, and borrower stories to build brand queries—a durable signal for both Google and LLMs. Guest on niche podcasts (crypto/creator/self-employed finance) to earn relevant links and mentions.   About Max Liporace / LendFriend Max Liporace is Strategy Director at LendFriend Mortgage, where he leads growth across non-QM niches (self-employed, asset-depletion, and crypto-supported mortgages). After a retail-to-broker pivot, LendFriend rebuilt volume by expanding licensing and investing in SEO + LLM visibility. Max's LinkedIn: https://www.linkedin.com/in/max-liporace-66b41a25/ LendFriend Contact: contact@lendfriendmtg.com · ☎️ 512-888-5099 · 🌐 lendfriendmtg.com   🚀 Build Your Brand with Real Links At Linkifi, we help ambitious brands scale organic visibility through digital PR, brand storytelling, and SEO strategy. Book your FREE strategy session today: 🔗 https://book.linkifi.io/widget/bookings/pr-discovery-call   👋 Connect with your hosts: 👉 Chris Panteli on LinkedIn 👉 Nick Biggs on LinkedIn   🎧 Listen to more Market Movers episodes: 🌍 https://marketmoverspod.com