By Christie Slaton Zgourides
In Episode 245 of the Let’s Talk Business podcast, hosts Marc Ebinger of Crükus Virtual Staffing, Howie Nestel of Sharkmatic Advertising, and Jenevy Sims of Evolve Firm sit down with Billy Scott, co-founder of Grow Marketing and Company. In a content-packed podcast, they discuss the importance of actively maintaining online business profiles, especially the Google Business Profile, and how Google Gemini’s latest AI feature will use this front-facing content and content that might be assumed as private. Gemini’s new capacity allows businesses to expand their reach while simultaneously challenging them to maintain up-to-date content.
View the full podcast:
Essential Online Strategies Businesses Often Ignore
Business owners often underestimate what is needed to create an effective Google Business Profile, and worse, they may ignore profiles others have made in their name. The panelists discussed common problems and what should be done to address them:
1. Claim and Maintain Your Business Profile Ownership
Many new business owners assume Google will make and optimize their profile, or they have an agency make it for them, which means they may not own their business profile. Billy emphasizes the need for businesses to be sure they own the profile. Jenevy adds, “So, if you’re not claiming it, it makes you look unprofessional and unpolished. We have to make sure that those are claimed as soon as possible.”
2. Claim Profiles Across All Platforms
Business owners may ignore certain platforms that they may not like. However, Howie points out that it’s essential to claim your profiles on all major platforms, including Google and Yelp. “Ignoring it, sticking your head in the sand, is not a good strategy,” he says. An unclaimed profile can be vulnerable to negative reviews that go unaddressed, hurting your reputation.
3. Don’t Ignore Reviews Reviews should be a number one priority, but businesses get busy and either ignore them or reply with copy-and-paste responses. Generic responses or non-responses signal to customers that you don’t care, damaging your business reputation. Billy says that while individual responses might seem inconsequential, getting current reviews and responding individually is enormous. Also, some studies show that reviews have become “almost as important as a referral from a friend.”
4. Post Regularly on Your Profile
Many businesses don’t realize that you can post to your Google Business Profile, and according to Billy, “Google loves that.” He explains that you can provide updates, offer specials or coupons, link to your social media, and more: “Content is king. The more you can get out there on Google, the better.” Most importantly, the profile and its exposure on Google is free.
5. Use Google’s Event Feature
Many businesses fail to use the Events tab on their profile or don’t realize it exists. Jeveny says using the Evens tab is “crucial” and, like other profile features, is free. She adds that whatever events and other content they post on social media, they also post to their Google profile.
6. Social Media Links and Authenticity
Be sure to add social media links to your Google profile. Also, ensure your posts feature real people, such as employees or customers, rather than stock images.
7. Verify Your Profile with Google’s Video Requirements To determine that a company is legitimate, Google now requires video verification, and many businesses have had their videos rejected by the Google algorithm. While they claim that the video can be up to two minutes, Billy says that, in his experience, it needs to be “in that 45 to 60-second sweet spot.” The key to a successful video is to include a sign, address, EIN number, and other documents, such as an insurance bill.
View the discussion of Essential Online Strategies:
How Google Gemini Affects Search Results
The panelists discussed what businesses must do to keep pace with the new search tools.
1. Faster User Access to Content and Ads
Rather than returning a list of website results, Gemini gleans the information from multiple sources and provides a concise summary, meaning the user doesn’t have to read websites. The latest update now includes relevant ads as well. Billy explains that if a user asks how to get grass stains out of jeans, Gemini would say, “This is how you get it out, but here are some products that will help you.” This shift is a powerful opportunity for businesses to get their products in front of customers, but they have to be diligent about maintaining current content.
2. Greater Emphasis on Online Visibility
Gemini will choose what content to pull based on relevance, reliability, and frequency of updates. Billy advises businesses to "frequently post valuable, timely content" to meet users’ needs. As Marc says, “It’s an aggregate place. They figure out: Are you relevant? Are you popular? Do you have the services? They put that in front of you, which is tremendous.”
3. Value of Original, Human Content
Gemini will filter out nonoriginal graphic design material, stock photos, and other content. Instead, it will favor human-generated content, especially podcasts that combine audio, video, and images. Marc says, “Podcast content is going to become increasingly more valuable because it is the owner or the people that are creating real content, not AI content. . . Gemini is not going to suggest websites or social media that don’t have any authentic content.”
4. Uncertainty in Ad Costs
With Gemini’s impact on Google Ads, businesses might face fluctuations in ad costs. Billy encourages businesses to stay agile, saying, “It’s about being prepared to adjust as Gemini’s ad model evolves.” Local businesses should monitor Google Ads pricing and be ready to shift their strategy if advertising expenses increase.
[Google Gemini 33:46]
Google’s Reach and Content Collection
Google aggregates content from various sources, including websites, Google Business Profiles, social media, and reviews. Each piece of online content contributes to Gemini’s data, affecting how businesses appear in search results.
Google May Access Information Assumed to be Private
Howie raises questions about Google’s reach, especially from less obvious sources. “If Google can read your emails, especially Gmail, and see client complaints or issues, will that data one day be included in profiles?” Howie asks, pointing to a future where a business's internal communication might affect its online presence. Howie also speculates, “Insurance companies like USAA could, in the future, if not already, buy that information. And if they're aggregating information from your teenage kid racing your Camaro on the highway, it might affect your insurance rate or get you dropped.” Currently, Google has not confirmed whether Gemini incorporates email data.
View the discussion of How Gemini Affects Search Results:
Closing Discussion: Content is King
As the session wrapped up, the panelists came back to the issue of content.
Billy maintains that AI can support but not replace human content. He sees AI as accelerating his job, not threatening it. Howie notes, “If you maintain a great reputation online, keep your politics off of your social media, especially your business pages, you’re generally going to do better algorithmically. And I think that Gemini and other AI will eventually filter out AI-generated content and prioritize real, human-sourced material.”
Jenevy compares content strategy to a puzzle, with each piece—reviews, social media, and SEO—playing a role. A successful content strategy should cover each of these areas to avoid losing visibility and relevance.
Marc notes that the discussion of AI brings the conversation back to networking, where business gets done.
Real-World Networking Remains Relevant
Beyond digital marketing, the discussion highlights the ongoing value of traditional networking—primarily as Marc reflects on the recent success of the Let’s Talk Business Mega Mixer, which drew over 250 attendees. With San Antonio seeing an influx of 23,000 new residents, many of whom need local services, in-person events remain a vital part of business networking.
Marc emphasizes that events like these generate genuine content that creates opportunities for follow-up through social media. “Networking events are a content-generating machine,” he explains, underscoring the power of using digital and traditional channels to build and reinforce a business’s presence.
Meet the Hosts and Guest
Billy Scott co-founded Grow Marketing and Company, a digital marketing agency focused on helping businesses expand their online presence through customized strategies. His career in marketing began unconventionally as a door-to-door salesman, where he developed a knack for building trust quickly. Today, Billy and his team offer tailored digital solutions that engage customers and boost visibility. Connect with Billy at growmarketingservices.com or call 210-860-0499.
Marc Ebinger, the Let’s Talk Business podcast host, is a former USAF Veteran, retired police sergeant, public speaker, and networking expert. He is also the founder of Crükus Virtual Staffing, a company that supports insurance agents and business owners by providing virtual assistant staffing solutions. Crükus helps clients save on labor costs and increase efficiency by matching them with experienced overseas administrative assistants who handle tasks ranging from policy management to client communication. https://www.crukus.com/
Howie Nestel is the founder and president of Sharkmatic Advertising, an advertising agency based in San Antonio, Texas. With nearly 40 years of experience, Howie has provided sales and marketing services to over 1,500 businesses, including major brands such as Coca-Cola, DuPont, MTV, and Procter & Gamble. His agency also works with regional businesses, including Brake Check, Methodist Healthcare, and The Wash Tub. Known for his community involvement, Howie is deeply committed to nonprofit leadership and has also launched over 20 small businesses throughout his career. https://sharkmatic.com/
Jenevy Sims owns Evolve Firm, a marketing agency specializing in creating strategies to help businesses grow and adapt. Jenevy brings a unique perspective to digital marketing, emphasizing the importance of a well-rounded approach that integrates content, SEO, and customer reviews. With a keen understanding of evolving marketing trends, she guides her clients in establishing a robust digital presence while staying grounded in authentic, community-focused engagement. theevolvefirm.com/
Christie Slaton Zgourides, owner of Christie Zgourides Editing, is a writer, editor, and author coach with over 30 years of experience in business and academic settings. She has taught writing and editing in university composition courses and has edited a wide range of content, including digital articles, self-improvement books, professional journal articles, memoirs, and fiction. Christie helps authors transform their ideas and passions into publishable manuscripts and works with businesses to create engaging blogs, video scripts, and other essential documents. czediting.com
Comments