Inner Circle
Sign In Join Inner Circle
← Back to Listen
Toolbox for the Trades Community

SEO in the Age of AI: How to Stand Out in Search with Brand Trust

⏱️ 38:05 🎤 Amanda Salvatore, William Hadad
AUDIO EPISODE
SEO in the Age of AI: How to Stand Out in Search with Brand Trust
0:00
0:00

Chapters

Click to jump to section

  • 1:00
    SEO in the Age of AI
    The host introduces William Haddad to discuss how AI is changing online search and SEO, moving from ranking websites to recommending brands.
  • 4:46
    Pizza Topping Icebreaker
    William shares his least favorite pizza toppings: anchovies and artichoke (with one exception).
  • 5:08
    The Big Shift in SEO
    William explains that AI is now 'picking favorites' and recommending brands, leading to a decline in direct website traffic due to AI overviews.
  • 9:51
    Expand Your Digital Footprint
    He advises contractors to think about their entire digital presence, emphasizing user-generated content and brand mentions over just website optimization.
  • 15:15
    Three Mechanics for Online Success
    William outlines three core principles for contractors: content that answers questions, popularity/authority signals, and positive user experience signals.
  • 23:26
    Community Engagement for Popularity
    He highlights the importance of local SEO and community engagement, such as sponsorships and social media, to build brand popularity and trust.
  • 28:26
    Starting with Video Content
    William encourages contractors to create video content, especially 'teach everything' videos, using their phones to share expertise.
  • 40:20
    Scorpion's Holistic Approach
    William describes Scorpion's comprehensive strategy for clients, including website optimization, digital PR, and adapting to AI-driven attribution challenges.
  • 50:18
    Take Baby Steps
    William advises listeners to take small, consistent steps daily to improve their online presence and adapt to the evolving digital landscape.

Speakers

A
Amanda Salvatore
Host
W
William Hadad
SVP of Product and Optimization at Scorpion

Key Takeaways

✦

Prioritize getting user-generated content (reviews, social media mentions) that describe the sentiment and experience of your service, not just star ratings.

✦

Ensure your website content directly answers common questions and concerns your potential customers have about your services.

✦

Actively engage with your local community through sponsorships, partnerships, or supporting local causes that align with your company values to build popularity and authority signals.

✦

Start creating video content (even with just a phone) by teaching everything you know about your trade, from tips to process explanations, and distribute it on platforms like YouTube.

✦

Regularly audit and update your business listings on all relevant local directories (Google My Business, Yelp, HomeAdvisor, Angie's List, Nextdoor) to ensure consistent and accurate information.

✦

Focus on building a strong brand identity and reputation, as AI increasingly rewards authentic brand trust and credibility, rather than just technical SEO tricks.

Want the full experience?

Join the Inner Circle for full access to every episode, AI-powered insights, personalized coaching, and a network of industry leaders.

Join Inner Circle →
POWER100

Inner Circle Membership Portal © 2026 Power100. All rights reserved.

power100.io