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The New SEO Playbook for Business Growth

The Duct Tape Marketing Podcast

Published: Thu Sep 04 2025

*This is a re-release of a previous DTM episode. John dives deep into the evolving landscape of SEO in this solo episode. He breaks down what today’s marketers need to know about zero-click searches, AI content, Google Search Console, and how to...

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Summary

The Duct Tape Marketing Podcast

Episode: The New SEO Playbook for Business Growth

Host: John Jantsch
Date: September 4, 2025


Overview

In this solo episode, John Jantsch tackles the evolving world of Search Engine Optimization (SEO), dispelling fears that SEO is "dead" in the era of zero-click results and AI-generated overviews from Google. Instead, he outlines a new SEO playbook designed to maximize business growth despite these shifts. The episode compares "old SEO" approaches with new best practices, presenting six actionable strategies to achieve search visibility, conversion, and brand authority.


Key Discussion Points & Insights

1. SEO Is Changing, Not Dying

  • Context: Marketers are seeing declining organic traffic due to changes like zero-click searches and dynamic AI overviews on Google ([01:10]–[03:00]).
  • Key Insight:

    "Don't panic. The drop in traffic, if you've seen it, doesn't mean that SEO is dead. It does definitely mean that there needs to be a new playbook." – John Jantsch [03:00]


2. From Keyword Rankings to Total Search Visibility

  • Old Model: Obsessing over "page one" rankings for a handful of keywords, often through thin, over-optimized content ([03:10]–[05:00])
  • New Model:
    • Focus on total search impressions and the diversity of queries you appear for.
    • Use Google Search Console to track growth in branded searches, broad query presence, and click-through rates.
    • One page can rank for dozens of low-volume, high-intent searches, collectively driving valuable traffic.
  • Tactic:
    • Identify long-tail queries via Google Search Console and build content clusters/hub pages around them.
  • Notable quote:

    "Don't just obsess over ranking. Think in terms of total impressions... search is not a three-word forward search anymore, it's long-phrase, long-tail." – John Jantsch [04:30]


3. Embrace AI for Content Creation (But Retain Your Human Brand)

  • AI's Role:
    • Use AI tools (ChatGPT, Jasper) for research, ideation, and FAQ generation ([06:00]–[08:30])
    • Preserve your brand, voice, stories, and tone in all content. AI is for outline, ideation, and scalability, not replacement of personality.
  • Key Tactics:
    • Turn one deep-dive guide into multiple content assets (FAQs, videos, Google Business content) using AI.
  • Notable quote:

    "There's a great deal of the research, of the ideation, that can be done and should be done, quite frankly, using these tools... but your brand, your stories, your voice, your tone, all of that is you." – John Jantsch [07:15]


4. Double Down on Local & Reputation SEO

  • For Local Businesses:
    • Local intent searches remain strong, with Google using location data to deliver high-intent results even when the city isn't mentioned ([09:00]–[12:30])
    • Treat your Google Business Profile as a publishing platform: regularly update it with posts, images, short snippets, and reviews.
    • Answer the "People Also Ask" questions in your niche, especially FAQs.
  • Key Guidance:
    • Respond to reviews and Q&As.
    • Weekly checklist: update Google Business Profile, publish content, optimize location pages.
  • Notable quote:

    "Treat your Google Business Profile not as a listing, but really more like a publishing platform all by itself." – John Jantsch [10:45]


5. Prioritize Intent-Based SEO Over Volume-Based SEO

  • Old Way: Chasing high-volume, generic searches regardless of purpose ([13:00]–[16:30]).
  • New Way: Target high-intent queries, mapping content to stages of the customer journey ("marketing hourglass": Know, Like, Trust, Try, Buy, Repeat, Refer).
  • Content Strategy:
    • Go beyond generic service pages: include case studies, FAQs, blog posts, and calls-to-action tailored for those ready to convert.
    • Structure content according to the intent at each journey stage.
  • Notable quote:

    "Traffic doesn't matter unless it leads to trust, engagement, and ding, ding, ding, conversion." – John Jantsch [14:15]


6. Reframe Link Building as Brand Authority Building

  • Old Tactic: Guest blog posts, shady directories, cold outreach primarily for backlinks ([17:00]–[20:00])
  • New Focus:
    • Earned media: podcast appearances, PR partnerships, collaborations with relevant industry players.
    • Google values high-authority, branded mentions much more than a high quantity of weak backlinks.
  • Tactics:
    • Prioritize getting interviewed on niche podcasts and cited in local news.
    • Repurpose guest content for social and website snippets.
  • Notable quote:

    "The new strategy is all about earned media... podcast guesting, PR, partnerships... That's the kind of backlink you should be trying to acquire." – John Jantsch [18:50]


7. Reporting That Matters: Visibility & Trust Indicators

  • Old Reporting: Vanity metrics like rankings, traffic, or bounce rate ([20:10]–[22:15]).
  • New Reporting:
    • Focus on search impression growth, click-through rates by intent category, branded queries, and—most of all—conversions (leads, calls, opt-ins).
    • Agencies should emphasize trust indicators and business impact over meaningless ranking reports.
  • Notable quote:

    "Collectively, what are all the impressions that you're getting? ...Leads, you know, engagement, email opt-ins, form submissions, phone calls... That's what you want to see grow, right?" – John Jantsch [21:05]


Memorable Quotes

  • On changes in SEO:

    "SEO has been a marketer's friend... but there's a new playbook now." – John Jantsch [02:30]

  • On the future of link building:

    "It is the number one backlink that I think you should really be trying to acquire—be on podcasts, get cited, build brand equity." – John Jantsch [19:30]

  • On reporting:

    "If you're an agency... show clients their search visibility and trust indicators are growing, not just whether they rank for 'plumber in their city.'" – John Jantsch [21:40]


Actionable Takeaways

  • Move past page-one keyword obsession; focus on search presence, impressions, and branded search growth.
  • Leverage AI for content ideation, FAQs, and repurposing, but maintain your unique voice and thought leadership.
  • For local businesses, treat Google Business Profile as an active publishing channel and answer every community FAQ possible.
  • Map content to customer journey intent, targeting readiness to buy over sheer traffic.
  • Seek brand-building backlinks via earned media—especially podcasts and strategic partnerships—rather than spammy link volume.
  • Demand meaningful reporting: growth in visibility, trust indicators, and above all, real leads and conversions.

Timestamps for Important Segments

  • 00:00 – 03:00: Introduction, SEO is not dead, but changing
  • 03:10 – 05:00: From keyword rankings to search visibility
  • 06:00 – 08:30: Embracing AI for content creation
  • 09:00 – 12:30: Leveraging Google Business Profile and local SEO
  • 13:00 – 16:30: Prioritizing intent-based SEO
  • 17:00 – 20:00: Shifting link building to brand authority
  • 20:10 – 22:15: Reinventing reporting for genuine business results

Final Thoughts

John Jantsch delivers a sobering but optimistic assessment of SEO for 2025, showing that while tactics must evolve, the fundamentals—strategic content, customer-centricity, and brand-building—remain crucial. He encourages both businesses and agencies to shift focus from vanity to value, leveraging new tools and frameworks, and warns against clinging to outdated metrics and methods.

For more, explore his Search Visibility System or stay tuned for his upcoming episode on Google Search Console.

No transcript available.