Are We Using AI as a Tool or a Crutch?

Are We Using AI as a Tool or a Crutch?

by | Aug 29, 2025 | AI, Content Marketing

AI is challenging us to rethink how we work and what we value.

AI is making waves: boosting productivity, triggering lawsuits, and reshaping the job market. It’s not just another tech trend—it’s a tidal wave of change that’s challenging us to rethink a lot of things. The question isn’t how much AI is changing things—I think we can all see it’s changing many of the ways we work. The real question is: how will we choose to use it, and how will we adapt?

As Seth Godin says, AI is a tool—like a pencil or a camera.

AI can amplify our work, but it can’t replace the deep, human work of choosing what matters and acting with integrity. Its value lies not in the tool itself, but in the questions we bring to it.

In a recent conversation in Purple Space, Seth Godin’s online community, he reminded us that AI has limitations. It can be confidently wrong, it can mislead, and it can’t (yet) fully grasp the nuance of empathy, generosity, or intent. But at the same time, it can spark ideas, shape drafts, and offer us perspectives we might not have considered.

Using AI: Two Stories, Two Outcomes

I had a minor conflict with a family member via text. We both wanted the same outcome, but it felt like we weren’t getting anywhere. Curious, I entered our text into AI using it as a “mirror” to objectively analyze our conversation. My prompt was simple: Help me understand what’s preventing us from reaching a solution. AI was able to show me that while we both want the same outcome, our vastly differing approaches were getting in the way. It highlighted our differing perspectives, allowing me to reframe my approach and find a quick resolution. Of course, I can’t control how she chooses to show up. But I could control my own response. I changed how I framed the conversation, and we reached a resolution quickly. My experiment enabled me to use AI as a guide for personal growth. Who knew?

In contrast, I have a client who uses AI as a “crutch.” Instead of using the tool to clarify her vision for a brand refresh, she became dependent on endless AI-generated options. This avoidance of decision-making ultimately stalled the project, proving that a tool can become an obstacle when it replaces human intention and commitment.

The Legal Landscape of AI

The most prominent legal battles against AI companies like OpenAI, Stability AI, and Meta center on copyright infringement. Artists, authors, and news organizations argue that their work was unlawfully used to train AI models without permission or compensation.

  • The New York Times vs. OpenAI & Microsoft: This high-profile case alleges that OpenAI and Microsoft used millions of copyrighted articles to train their models, and that the AI sometimes generates verbatim or near-verbatim copies of their content. The legal debate hinges on whether this use constitutes “fair use.”
  • Getty Images vs. Stability AI: The stock photo company sued Stability AI, claiming the company used millions of its copyrighted images to train the Stable Diffusion image generator. A key point of contention is that some AI-generated images have even replicated the Getty Images watermark, further supporting claims of direct infringement.
  • Authors Guild vs. OpenAI & Meta: A number of authors have filed class-action lawsuits, alleging that their books were used to train AI models without a license. This raises a crucial question: when a model ingests a book to learn, is it “reading” or “copying”?

These landmark cases will define the future of AI development, intellectual property, and what creators can expect in a world of increasingly sophisticated machines.

Things to Think About When Using AI

Seth’s encouragement to “stay open” has me wondering: am I limiting myself by only using AI for tasks I already know it can handle? For example, research, summaries, or blog drafts like this one? Am I letting AI keep me stuck instead of moving forward?  Am I so quick to send my bullet points to AI to create my drafts that I’m no longer thinking with purpose and intention? This all got me thinking…

The beauty of participating in Purple Space with Mr. Godin is that I walk away with more questions than answers. Here are some ideas I’m still turning over in my mind—and maybe they’ll give you something to reflect on, too:

  • Am I using AI to simply speed up what I already do, or am I inviting it to expand what’s possible?
  • Do I treat AI as an authority, or do I remember it’s only as useful as the intent and clarity I bring?
  • How do I balance efficiency with depth, and productivity with purpose?
  • Where might I be holding back from experimenting with AI because of fear, skepticism, or habit?
  • Where might I be hiding in AI exploration instead of making choices and moving forward?
  • Am I open to the idea that my best use of AI hasn’t revealed itself yet?
  • Do I even WANT to use AI? (I’ll share my answer over coffee).

AI is changing the headlines—driving productivity, stirring up lawsuits, and reshaping the job market—but those big shifts are really just mirrors of the smaller choices we make every day. Whether we use AI as a tool for clarity and growth, or lean on it as a crutch that keeps us stuck, will shape not only our work but our future. The technology is here to stay. The question is whether we’ll let it amplify our best instincts—curiosity, generosity, and purpose—or our worst habits—avoidance, fear, and indecision. In the end, it’s not AI making the waves, it’s us deciding how to ride them.

By the way, the image I’ve featured in this blog is AI-generated. It’s the result of my prompt to create bees flying in a garden of colorful flowers, which included magenta and yellow.  Truth be told: it freaks me out.  The flowers look pretty realistic, but those bees!

That’s where I’ll leave it for today: curious, open, and a little unsettled. I’d love to hear your take on AI and how you’re currently using it to expand possibilities, or are you hiding behind it?

From SEO to AEO to SGE and Now: AIO (AI Overviews)

From SEO to AEO to SGE and Now: AIO (AI Overviews)

by | Jul 30, 2025 | aio, Answer Engine Optimization, Google AI Overviews, Search Engine Optimization (SEO)

From “Find Us” to “Find Your Answer”: How Google’s AI Helps Your Business Shine Online (Even Without a Storefront!)

 

Let’s talk about something that can feel like a giant and complicated puzzle: getting your business found online.

Remember the days when you just put up a sign, and people walked in? The internet is our new main street, and it’s constantly changing. But don’t worry, it’s not as complicated as it sounds, especially with a bit of common sense and a helpful guide.

Think of it like this: Back when I was a concierge at The Phoenician Resort, our whole world revolved around understanding our guests’ every need and delivering an exceptional experience, often before they even asked. Our mantra wasn’t just about luxury; it was about anticipating desires and providing perfect, seamless service. We aimed to be the answer to their unspoken questions, ensuring only “5-star guests” (those truly looking for that caliber of service) stayed.

Google’s evolution is a lot like that. It’s moving from just pointing people to “a store” (your website) to directly giving them the “5-star answer” they’re looking for, right at the top of their search results.

SEO has evolved from simply being found to being the best answer. The more you understand, the easier it will be for your business to be found online.

 

The Big Shift: From Keywords to Conversations

 

The “Old Days” of SEO (Just Getting Found)

Remember when finding something online felt like a treasure hunt? Businesses would stuff their websites with keywords, hoping Google would just “see” them. It was like putting up a thousand billboards that just said “COFFEE! COFFEE! COFFEE!” hoping someone would stumble in. You were just trying to get a click.

Welcome to AEO (Being the Answer)

Google got smarter. Instead of just showing lists, it started trying to answer questions directly. If you asked, “Where’s the best coffee shop near me?”, Google might pop up a little box with the top-rated place, their hours, and a map – without you even having to click on a website! This is “Answer Engine Optimization” (AEO). It’s Google trying to be that 5-star concierge, giving you the perfect answer instantly.

If you’re new to AEO, you can read this article and get caught up to speed in a few minutes: AEO (Answer Engine Optimization): The Future of Search?

 

The AI Revolution (The Ultimate 5-Star Service)

Now, with super-smart Artificial Intelligence (AI), Google is taking another huge leap. It’s called AI Overviews, or AIO (you might have heard it called SGE before). Imagine you ask a really complex question, like “What are the benefits of sustainable business practices for a small online consulting firm?” Instead of just showing you a bunch of articles, Google’s AI can now read through tons of information and give you a direct, summarized answer right at the top of your screen.

What does this “AI concierge” mean for your business?

You’re Not Just a Website Anymore: Your content needs to be so good, so trustworthy, and so clear that Google’s AI feels confident using your information as part of its perfect answer.

Trust is Everything (E-E-A-T): Google’s AI is looking for businesses that show Experience, Expertise, Authoritativeness, and Trustworthiness. Just like that 5-star resort, Google wants to know you’re the real deal. Who are you? What makes you an expert? Can people trust what you say?

Quality Over Quantity: Forget just putting words on a page. Your content needs to be genuinely helpful, deep, and truly valuable. Think “5-star information” for your clients.

Speak Like a Human: AI understands natural conversations. So, your website and content should be written as if you’re talking directly to a client, answering their questions clearly and concisely.

The “Siri Test”: Using Common Sense for Your Online Presence

This is where the resort concierge mindset comes in handy. How would your ideal client talk to Siri or Google Assistant when looking for someone like you? They probably won’t say “best business consultant keywords.” They’ll say:

  • “Siri, I need a marketing consultant for my small business.”
  • “Hey Google, who can help me with leadership coaching in Whitefish, Montana?”
  • “Alexa, what are the best strategies for improving online sales for a service business?”
  • “Can you find a business coach who specializes in remote teams?”

 

To pass this “Siri Test” and get those 5-star inquiries, think about:

How People Really Ask Questions: What exact phrases and questions do your potential clients use? Use these in your website content and headlines.

Give Direct Answers: On your website, make it super easy to find answers to common questions about your services, your pricing model (if you share it), and how you work. An FAQ section is your best friend!

Local (Even Without a Storefront!): Many voice searches are local. Even if you work from home, if you serve specific areas (like Whitefish or the Flathead Valley), make sure Google knows that.

Make It Easy for Google to Understand: There are technical things (like “schema markup” – don’t worry about the name, just know it helps Google understand your content better). Your website developer can help with this!

Fast and Friendly: Most people are searching on their phones. Your website must be super fast and easy to use on a mobile device.

 

Ready to Be a 5-Star Online Business? (For Those of Us Without a Storefront)

For businesses with a physical address, Google My Business is critical but what do you do if you don’t have a storefront or an office space? It’s easier than you think!

Service-oriented consultants working from home – your online presence is your main office, your reception area, and your trusted advisor. It’s where you build credibility and attract those “5-star guests” who truly value your expertise.

Now, let’s get into the practical steps to make sure your business shines online, even without a physical storefront.

 

Action Steps for Service & Consulting Businesses (No Storefront? No Problem!)

This guide is for you if your business operates from your home office, a co-working space, or you go directly to your clients (like a consultant, coach, designer, or specialty service provider). Your online presence, aka your website, is your primary business address, and these steps will help you attract your ideal “5-star” clients.

Step 1: Master Your Google Business Profile (Your Virtual Front Door)

Don’t have a Google Business Profile? Here’s the link to get started: business.google.com

Note for newbies: Once you’re there, look for a “Manage now” or “Sign in” button. If you don’t have a Google Account, it will guide you through creating one, and you can choose to use an existing email address or create a new Gmail address.

Don’t worry, Google walks you through each step. Just follow the prompts, and you’ll be on your way to getting your business noticed!

Even without a physical storefront, this is the most important online listing for local searches.

Set Up as a “Service-Area Business”: When you create or claim your profile, do NOT list your home address publicly. Instead, select “Service-Area Business” and specify the cities, counties, or regions you serve (e.g., “Whitefish, Kalispell, Columbia Falls,” or “Flathead County”). This keeps your privacy while still showing up in local searches.

Be Specific with Services: Fill out the “Services” section meticulously. Don’t just say “consulting.” List every specific service you offer (e.g., “Strategic Marketing Planning,” “Small Business Coaching,” “Website UX Audits”).

Complete Everything: Fill out all fields: business hours (even if they’re “by appointment”), phone number, website link, and a compelling business description.

Add Great Photos: Upload professional photos of yourself, your team (if applicable), your workspace (if it’s professional), or images that represent your services and the results you provide. This builds trust.

Encourage & Respond to Reviews: Actively ask satisfied clients for Google reviews. When they come in, respond to every single one – positive or negative – professionally and promptly. This is your biggest trust signal!

Step 2: Optimize Your Website for “Human” Questions (Your 5-Star Experience)

Your website is your online office. Make it welcoming, informative, and easy to use.

Clear “Who, What, How”: On your homepage, make it immediately obvious:

    • Who you are: (e.g., “Jane Doe, Business Strategist”)
    • What you do: (e.g., “Helping small businesses craft impactful marketing plans”)
    • How to get started: (e.g., “Schedule a Free Discovery Call,” “Download Our Service Guide”)

Dedicated Service Pages: Create a separate page for each core service you offer. This helps Google understand your specialties and allows you to optimize for specific service-related questions.

Strong “About Us” Page: This is crucial for building trust. Share your professional story, your philosophy, your credentials (certifications, degrees, past experience like T-Mobile Enterprise or the 5-star resort!), and professional headshots. This builds E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness).

FAQ Section: Anticipate common questions your clients ask (e.g., “How long does a typical project take?”, “What are your rates?”, “Do you work with startups?”) and provide clear, concise answers. This feeds Google’s AI Overviews.

Contact Information Everywhere: Make your phone number and email address easily visible on every page, especially in the header and footer. Include a contact form.

Mobile-Friendly Design: Test your website on a phone! Is it fast? Is it easy to read and navigate? Most people search on mobile devices.

Step 3: Create Content That Answers Questions (Show Your Expertise)

Your knowledge is your greatest asset. Share it!

Start a Blog: Regularly write articles that answer the “Siri Test” questions your potential clients are asking. Think about their pain points and offer solutions.

Example for a marketing consultant: “How to Choose the Right Social Media Platform for Your Small Business,” “5 Ways to Improve Your Website’s Sales Conversions.”

Example for a business coach: “Overcoming Procrastination as an Entrepreneur,” “Building a High-Performing Remote Team.”

Case Studies: Showcase your successes! Detail specific problems you’ve solved for clients, the strategies you implemented, and the positive results. (Always get client permission first). This is your “show, don’t just tell” for service businesses.

Testimonials & Endorsements: Gather testimonials and reviews from happy clients and feature them prominently on your website. Ask them to be specific about the value you provided.

Video Content: Consider short videos answering FAQs or offering quick tips. Videos can be highly engaging and help Google understand your content.

 

Step 4: Expand Your Online Presence (Beyond Google)

Don’t put all your eggs in one basket! I see a lot of people only posting on Instagram, convinced that if they post every day, they’ll be discovered. But keep in mind, you want to start by knowing where your audience hangs out—not everyone is on Insta.

LinkedIn Profile: Make sure your personal LinkedIn profile (and a company page if applicable) is completely filled out, professional, and active. Share your blog posts and engage with others in your industry.

Industry-Specific Directories: Are there specific online directories or associations for your consulting niche (e.g., a “Coaching Directory,” “Marketing Consultants Association”)? Get listed there.

General Business Directories: List your business (with consistent Name, Service Area, Phone Number) on major directories like Yelp, Yellow Pages, Bing Places, Apple Maps, and the Better Business Bureau.

Social Media (Strategically): Choose 1-2 platforms where your ideal clients spend time and be consistently active there. Focus on providing value, not just selling.

Online Networking: Join relevant Facebook groups, LinkedIn groups, or online forums where your target audience or referral partners gather. Offer helpful advice and build relationships.

 

Step 5: Track Your Progress & Adapt

The online world is always moving, and now—it’s moving faster than ever.

Google Analytics: Install Google Analytics or Site Kit on your website to understand who is visiting, what they’re looking at, and how they found you.

Google Search Console: This free tool from Google shows you how your website is performing in search results, what keywords people are using to find you, and any technical issues.

Stay Informed: Keep an eye on industry news and changes in Google’s search algorithms. The more you understand, the better you can adapt.

By consistently applying these steps, you’ll build a robust online presence that showcases your expertise, builds trust, and helps those “5-star guests” find your excellent service, even without a physical address. Your virtual doors are wide open!

 

If you’re interested in learning more about how to use your website to get discovered online, you might enjoy reading these articles, too:

Is SEO Still Relevant in 2025?

Cost to optimize WP using Yoast SEO PREMIUM

Featured Snippets and Evergreen Content: How to Use to Drive Website Traffic

 

 

Understanding the Customer Journey

Understanding the Customer Journey

by | Jul 17, 2025 | Email Marketing, Funnel Marketing, Social Media Marketing

Why the Customer Journey—and the Customer Experience—Matter More Than Ever

In today’s competitive marketplace, understanding the customer journey is more important than ever. Why? Because it gives you insight into the customer experience with your brand—from the moment someone first hears about you to the point when they become loyal advocates sharing your story with others.

If you’re serious about growth, mastering the customer journey isn’t optional—it’s the key to standing out, creating meaningful connections, and building long-term relationships. Let’s explore the concept, look at a real-world example, and share actionable tips to enhance your customer journey and elevate the customer experience.

What Is “the Customer Journey?”

At its core, the customer journey is the path a customer takes when interacting with your brand. It covers every touchpoint—from discovery to purchase and beyond. This journey is rarely linear, but understanding its stages helps you anticipate customer needs, remove friction, and design an experience that feels intentional at every step.

The 5 Stages of the Customer Journey

Awareness

The moment customers first discover your brand. First impressions matter here. Whether through ads, social media, or word-of-mouth, your job is to spark curiosity and deliver a memorable introduction.

Consideration

When potential customers compare you to competitors. Content such as reviews, case studies, and helpful guides can highlight your expertise and position you as the clear choice.

Decision

The moment they decide to buy. A seamless checkout process, clear CTAs, and exceptional support can turn consideration into conversion.

Retention

This stage is about keeping customers happy so they keep coming back. Personalized follow-ups, loyalty programs, and ongoing value create a customer experience that builds trust and strengthens relationships.

Advocacy

When satisfied customers become your biggest champions. Encourage reviews, referrals, and testimonials. Word-of-mouth from happy customers is one of the most powerful growth drivers.

Why the Customer Journey Shapes the Customer Experience

Imagine walking into a store where no one greets you, the shelves are a mess, and no one helps you find what you need. Frustrating, right? Online, the same rules apply.

Optimizing the customer journey ensures that every touchpoint is intentional, aligned, and consistent. The result? Customers feel valued, supported, and understood—turning one-time buyers into loyal advocates.

Forbes recently highlighted how visualizing the customer journey helps businesses identify pain points and opportunities for improvement. By mapping it out, you can ensure the experience is seamless and memorable at every stage.

Examples of The Customer Journey in Action

Awareness: A mid-sized company launches SEO-driven content and targeted social ads to attract potential clients.

Consideration: Visitors are offered free resources, webinars, and real-time chatbot support.

Decision: Personalized consultations and detailed case studies help close deals.

Retention: Follow-up surveys, discounts on future services, and handwritten thank-you notes keep customers engaged.

Advocacy: A referral program rewards clients for leaving reviews and sharing with friends.

The result? A 20%–35% increase in customer retention and a steady stream of new leads from word-of-mouth referrals.

Tips to Optimize the Customer Journey (and Improve the Customer Experience)

Map It Out

Visualize every step of the journey. Identify key touchpoints and ask: where can the customer experience be smoother, faster, or more personal?

Gather Feedback

Your customers are the best source of insight. Use surveys, reviews, and interviews to discover what’s working—and where you’re falling short.

Be Consistent

Consistency builds trust. From your website to your social channels to customer support, every interaction should reflect your brand’s values and voice.

Final Thoughts on the Customer Journey and Experience

The customer journey isn’t just a marketing buzzword—it’s the framework for building a customer experience that creates loyalty and fuels growth. By understanding and optimizing each stage, you’re not just increasing sales—you’re building lasting relationships.

Start by mapping your own customer journey and looking for opportunities to improve the experience. Your customers (and your bottom line) will thank you.

Need help refining your customer journey? Let’s connect—we’ll make sure your customers have an experience worth raving about.

Earned First, Conceptual Thinking

Earned First, Conceptual Thinking

by | Jun 15, 2025 | Content Marketing, Creativity and Execution, Marketing Strategy, Social Media Marketing

Why Earned First Conceptual Thinking Matters So Much

In a world where social feeds are oversaturated, algorithms are smarter, and attention spans are shorter than ever, earned-first conceptual thinking isn’t just a creative flex—it’s a strategic necessity. It’s also a strategy that’s been around for well over a decade!

What Is Earned-First Conceptual Thinking?

Earned-first conceptual thinking, also called “social first” is the art of crafting bold, social-first ideas that don’t rely on paid media to gain traction. These are ideas so strategic, culturally relevant, or emotionally resonant that they connect with your audience and earn attention organically—through shares, comments, press coverage, memes, or DMs.

Think of it as the creative sweet spot where big ideas meet internet instincts. You don’t shout into the void with an ad. You spark a movement, a trend, a moment. And people pay attention—not because you paid them to, but because it’s genuinely worth their time.

In 2025, marketing trends are turning back time to earned-first marketing to get an edge, build loyalty, amplify brand voice, and stretch budgets without sacrificing reach.

For Small businesses, you’re going to want to spend a little time thinking about what really sets you apart from your competition, and create fresh ideas instead of quick posts.

Why It Matters in Today’s Social Media Landscape

Paid media still has its place, but the landscape has shifted significantly

  • Trust in traditional advertising is at an all-time low.
  • Users are curating their feeds and tuning out anything that feels overly promotional.
  • Platforms reward content that drives engagement and conversation.
  • So if your content doesn’t earn attention naturally, it gets buried in the noise.

Earned-first thinking aligns with how people consume and share content in 2025—quickly, emotionally, and socially. It gives your brand the power to break through without buying your way in.

5 Brilliant Examples of Earned-First, Conceptual Thinking

Dove – “Real Beauty Sketches” (yes, it’s from 2011—and it’s still memorable!)

Concept: Explore the contrast between how women see themselves vs. how others see them, using a forensic artist.

Why It Worked: This emotionally driven piece challenged beauty standards and sparked massive online dialogue. No hard sell—just a powerful, heartfelt concept that naturally went viral.

Check it out here.

 

Aviation Gin – “The Peloton Ad Response”

Concept: Within days of Peloton’s controversial holiday ad, Aviation Gin responded with a tongue-in-cheek sequel featuring the same actress.

Why It Worked: It rode the cultural wave with perfect timing and self-aware humor. No paid campaign needed—it was picked up by every major outlet and dominated feeds everywhere.

 

Spotify Wrapped – “Your Year in Music”

Concept: Personalized, visually engaging recaps of each user’s listening habits.

Why It Worked: People couldn’t wait to share their results. Spotify didn’t promote it—users did the work for them. It’s become a December tradition, earning massive social buzz every year.

Check it our here.

 

Oatly – “Wow, No Cow” + Billboard Rollouts

Concept: Cringe-worthy music videos. Billboards that say almost nothing. A self-aware, anti-advertising tone.

Why It Worked: By leaning into awkwardness and simplicity, Oatly gave the internet something weirdly wonderful to talk about. It didn’t just advertise—it created a vibe.

Check it out here.

Duolingo – The TikTok Owl Goes Wild

Concept: Let the owl mascot take on Gen Z humor and chaos, completely in tune with platform culture.

Why It Worked: Irreverent and unhinged in all the right ways, Duolingo earned a cult following by not taking itself too seriously. Proof that embracing weird can win big.

Check it out here.

 

How to Think Earned-First in Your Own Strategy

You don’t need a Super Bowl budget. You need big ideas with internet energy. Here’s how:

  • Start with culture, not campaigns. What’s trending? What’s funny? What’s making people feel something?
  • Make the audience the hero. Think user-generated content, personalization, or community-driven storytelling.
  • Design content for screenshottability, shareability, and saveability. That’s what performs.
  • Be brave. Earned-first content usually involves a little risk. You might need to go there—emotionally, humorously, or culturally.
  • Act fast. Especially with reactive or real-time content, speed wins.

Social First Ideas for Small Businesses

 

Go Live with Purpose

Go live once or twice a month:

  • Tour new arrivals
  • Host Q&A with a staff member
  • Share styling or gift tips
  • Do giveaways with a local biz bestie

Cross-Promote with Local Collaborators and Tap into shared audiences by teaming up with:

  • Nearby coffee shops, gyms, or salons
  • Local influencers or stylists
  • Other retailers for seasonal bundles or giveaways

Make it Interactive

If you want to see results, engage your people:

  • Use Polls in Stories
  • Ask Me Anything boxes (e.g. “Need a gift idea? Ask us!”)
  • “This or That” product comparisons
  • UGC prompts: “Tag us in your ____ and we’ll share it!”

Offer Social-Only ExclusivesCreate urgency and reward followers:

  • “Only on Insta” flash sales
  • Secret Story-only discount codes
  • Limited edition pre-orders

Weekly Call to Action (CTA)

Don’t post just to post!  Instead, each week, rotate between CTAs like:

  • Visit in-store
  • DM for a personal styling tip
  • Share their purchase
  • Tag a friend
  • Sign up for a local event

Measure What Matters. Monthly, track:

  • Engagement rate (likes, comments, shares, saves)
  • Follower growth
  • Website clicks / link in bio actions
  • In-store “heard from Instagram” mentions

Final Thoughts

Earned-first conceptual thinking isn’t about ditching strategy—it’s about supercharging it with bold, sticky, social-first ideas. When you create something people genuinely want to talk about, you don’t just get views. You get traction, loyalty, and momentum.

So the next time you’re planning your content strategy, ask:

“Would anyone share this if we didn’t boost it?”

If the answer is no—it’s time to think “earned-first.”

Next up, while we’re on the topic of focusing on customers, read about the customer journey right here. 

Do Domain Names Still Matter for SEO in 2025?

Do Domain Names Still Matter for SEO in 2025?

by | Apr 22, 2025 | Domain Names, Search Engine Optimization (SEO)

A Domain by any Other Name Still Matters for SEO in 2025

When it comes to digital marketing in 2025, content reigns, Google’s algorithm evolves by the day, and one question keeps coming up: Do domain names still affect SEO rankings? The short answer: yes — but not in the way they used to.

Let’s dig into why your domain name still holds weight in your SEO strategy — and how to choose one that both users and search engines will love.

The Old School Approach: Exact Match Domains (EMDs)

In the early 2000s, websites like bestmattressdeals.com or buycheapfurnitureonline.net were dominating search results simply because their domain names matched high-volume search queries. This was known as the Exact Match Domain (EMD) tactic — and for a while, it worked.

But in 2012, Google released the EMD Update, which penalized low-quality sites using keyword-stuffed domains. The focus shifted from keyword presence to content quality, user experience, and site authority.

note: For those of you who geek out over Google updates like I do, here’s a list of Google SEO updates since the early 2000’s. 

What Matters Now, in 2025

Today, your domain name is more about trust, branding, and relevance than hitting a keyword bullseye. But it still plays a role in:

  • Click-through rates (CTR): A clear, memorable domain encourages users to click.
  • User trust: .com domains still carry weight with users, while confusing or spammy TLDs can deter traffic.
  • Branded search: If your domain becomes memorable, people will Google your brand directly — and that’s SEO gold.
  • Relevance signals: Including related keywords or LSI phrases can help search engines better understand your content’s theme.

What Is LSI / Latent Semantic Indexing?

LSI helps search engines understand the context of your content by identifying related terms and concepts — not just repeated keywords. Let’s say you’re in the real estate business in Montana. Google expects to see terms like:

  • homes for sale
  • Montana real estate
  • property listings
  • Flathead Valley homes
  • local real estate agent
  • buying vs renting

These are all LSI keywords that support your main topic and help Google determine relevance. And here’s where domain names come into play:

Poor domain examples:

  • besthomesforsaleinmontanaflatheadvalley.com — keyword-heavy, hard to remember, and overly long.
  • montanapropertylistingsbyjakeandjulie.net — cluttered, unclear branding, and a less common TLD.

Better domain examples:

  • MountainNestRealty.com – brandable, short, and relevant.
  • LiveFlathead.com – easy to remember, location-based, and emotionally appealing.
  • FindMontanaHomes.com – blends keyword relevance with clarity and simplicity.

The goal when determining your domain is to strike a balance between SEO context and user-friendly branding.

Example: Good vs. Not-So-Great Domain Names

Let’s say you’re launching a site about eco-friendly skincare, here’s a list of great, LSI-friendly domain examples:

  • GreenGlowSkincare.com – combines brandability with relevance.
  • PureBotanicalsBeauty.com – speaks to the niche and uses natural language that Google understands.

Vs Not-so-great examples:

  • buynaturalproducts4cheap.com – outdated, keyword-stuffed, and not trustworthy.
  • xyz-beauty-skin.tk – hard to remember, unclear, and uses a less reputable TLD.

What to Consider When Choosing a Domain Name

  • Clarity over cleverness: If people can’t spell or remember it, they won’t find you.
  • Short and brandable: Think Airbnb, Spotify, Notion — none are keyword-stuffed, but all are unforgettable.
  • Relevant keywords (if it fits): If it feels natural and supports your brand, including a keyword or LSI phrase is helpful.
  • Avoid hyphens and numbers: They confuse users and look spammy.

TLD trust: Stick to .com if possible — or use location- or industry-specific domains like .co, .studio, or .health with care.

Final Thoughts: Is Your Domain Holding You Back?

While domain names alone won’t make or break your rankings, a strong, strategic name gives you a head start. It’s your digital storefront — and the right name creates instant trust, improves user experience, and complements your broader SEO strategy.

So yes, domain names still matter. Just not in the spammy, keyword-heavy ways of the past.

Focus on clarity, context, and brand alignment. Sprinkle in those LSI keywords throughout your site content. And remember: in 2025, Google ranks for meaning — not just words.

Looking to choose an SEO-smart domain name?

Let’s brainstorm together.  Email me and lets get something on the books.

For those of you who’d like to learn more, here are some of my favorite sources for staying on top of SEO updates:

Search Engine Land – Google’s EMD Update

Moz – What is Domain Authority?

Ahrefs – Domain Rating vs Domain Authority