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In this episode we interview Luke Hayes, a digital marketing and SEO strategist who has led programs at AT&T, Walgreens, Sonepar USA, and Honeywell, and now consults for nonprofits, mid-sized firms, law firms, and campaigns. 

What you'll learn in this episode:

• How to choose the right AI: large vs. small language models, conceptual models, and action-oriented agents—plus when to mix them. 
• A practical prompt-writing framework: define role, context, constraints, and success metrics to reduce noisy outputs. 
• Persona building beyond job titles: map channels, moments, and tones across the customer journey to conserve budget and boost relevance. 
• An SXO mindset: optimize for search experience (voice, purchase history, device, and behavior), not just keywords. 
• A test-and-measure toolkit: combine Search Console with tools like Ahrefs/BrightEdge, Hotjar, AnswerThePublic, Surfer AI, and SpyFu to validate long-tail bets. 
• Budget protection with clarity: align KPIs, define qualified leads, and set guardrails before spending on paid.