In a world dominated by AI, Local SEO still matters—and Google Lens just raised the stakes. John, Jim, and Kelly discuss how customers are finding businesses in 2025, from visual search habits to why the Map Pack still drives serious foot traffic. This episode is full of sharp insights, real mistakes, and the updates every business needs to stay visible.

Show notes

Guest Spotlight – Seamus Smyth:

Seamus brings deep insight into the evolution of SEO and how qualitative research and user behavior are shaping today’s digital visibility landscape. His experience with AI and strategic positioning adds clarity to a fast-moving conversation.

Key Themes & Insights

• AI isn’t replacing Local SEO—it’s raising the bar Businesses are still showing up in the Map Pack, but only the ones keeping their local profiles active, visual, and relevant.
• Google Lens is changing how people find you Customers aren’t just typing—they’re snapping. Whether it’s a storefront, a product, or a wrapped van, image optimization is now non-negotiable.
• Visual relevance builds trust (and visibility) A single seasonal image mismatch can cost you credibility. The team shares a real example involving an HVAC company and some very misplaced fall leaves.
• Proximity and authority aren’t enough anymore If you’re not uploading photos, encouraging reviews, or showing Google you're active in the area, you’re getting pushed down.

Memorable Quotes

“Local SEO is basically someone knocking on your digital front door. The only question is: are you answering?” – John

“If your photos look outdated or off-season, customers scroll past. And so does Google.” – Kelly

“I take pictures of vans, not business cards. If I can’t find you online from that, I’m not calling.” – Jim

“Somebody searching locally is so far down the funnel, they’re virtually on your doorstep.” – Seamus

Strategy Breakdowns

• Use seasonal, location-tagged images Don’t just post photos—post relevant, current, branded ones. Show Google (and customers) you’re active in your service area.
• Think beyond keywords—optimize for visuals Your logo, uniform, storefront, and product packaging should all have unique, searchable traits. AI uses them.
• Google Lens & Map Pack work together Visual search may spark discovery, but the Map Pack closes the loop. Your job: show up in both.

Contact Information:

Website: Visit https://www.ruinvisibleonline.com for more episodes, resources, and contact information

LinkedIn: https://linkedin.com/company/ruinvisibleonline

Guest Spotlight – Seamus Smyth: Seamus brings deep insight into the evolution of SEO and how qualitative research and user behavior are shaping today’s digital visibility landscape. His experience with AI and strategic positioning adds clarity to a fast-moving conversation.

Key Themes & Insights:

• SEO isn’t obsolete—it’s evolving to match how AI understands and surfaces content.
• Keywords still matter, but they’re no longer the star of the show. Context, user intent, and clarity carry far more weight.
• Generative AI is shifting search behavior from short queries to rich, conversational prompts—and your content needs to reflect that. Smart SEO today starts with strong strategy: understanding your audience, your
• differentiation, and what questions people are really asking.
• Voice search is on the edge of a breakthrough thanks to advanced voice modes in platforms like ChatGPT and Google.

Memorable Quotes:

• “Keywords mean something, but all the words around them mean more.”
• “AI trusts people more than it trusts marketers.”
• “This all starts with strategy. Why should someone choose your product over another?”
• “Your website has to reflect real conversations—not just SEO tricks from 10 years ago.”

Strategy Breakdowns:

• Move beyond keyword stuffing. Today’s SEO demands content that answers real, specific questions—think FAQs, feature tables, and rich comparisons.
• Map your customer’s real intent. Understand not just what they search for, but why they’re searching—and write to that purpose.
• Optimize for generative answers. AI tools like ChatGPT pull from context-rich content, so make your site readable, detailed, and well-structured.
• Use the language of your audience. User-generated content and conversational phrasing can make your business more “AI-visible.”
• Think voice-first. With smart assistants evolving, your content needs to be clear, natural, and ready for spoken queries.

Contact Information:

Website: Visit https://www.ruinvisibleonline.com for more episodes, resources, and contact information

LinkedIn: https://linkedin.com/company/ruinvisibleonline

Seamus Smith brings over a decade of experience demystifying AI for brands of all sizes. His practical, jargon-free approach helps businesses stay visible in a fast-changing digital world.

AI doesn’t just skim your site—it evaluates it. In this eye-opening episode of Why Your Business Is Invisible Online, Seamus Smyth, Lead AI Strategist at WSI, joins John, Jim, and Kelly to explain how artificial intelligence is transforming search from a list of links into a full-blown judgment engine. At the centre of that shift? A powerful concept called information gain.

• Information gain = visibility: If your content says the same thing as everyone else, AI will skip you. Differentiation through original insight is now essential.
• AI evaluates like a strategist: It blends snippets from various sources to form a complete answer. That means your content might only be part of the story—unless it leads with value.
• From domain authority to content syndication: Traditional SEO principles like credibility and recency still matter, but now they also feed AI’s trust signals.
• Search ends in action: AI doesn’t just rank links—it creates outputs like tables, summaries, or infographics. Your content must support that end format.

• “If your next word is the same as every other next word, you are not differentiated.”
• “AI search ends in a work product—it doesn’t end in a blue link anymore.”
• “Generic content is like a meal without satisfaction. You’re not rubbing your tummy after.”

• How to use emotional prompting to improve AI-generated results
• Why fresh content still wins—and how to maintain your recency score
• The value of FAQs, transcripts, and summaries in training AI to trust you