The L+P Blog
Google Has Turned Local SEO Into a Knife Fight
For the last 20 years, local SEO was relatively straightforward. Build a decent website. Get reviews. Optimize your Google Business Profile. Rank well. Generate leads. Was it easy? No. But at least the rules were relatively clear. Google just changed those rules. With AI Overviews appearing in more local searches, Google is increasingly answering questions […]
Meta Didn’t Beat Google Because Meta Got Better. Meta Beat Google Because Google Lost Its Way
For most of the last two decades, Google was untouchable. If you needed leads, you bought Google Ads. If you needed customers, you bought Google Ads. If you needed revenue, you bought Google Ads. It wasn’t even a debate. So when reports started showing that Meta is projected to surpass Google in ad revenue for […]
What Email Marketing Should Look Like
For years, marketers were taught to build funnels. Drive traffic. Capture a lead. Nurture. Convert. The problem is that buyers no longer behave in a straight line. They search Google, ask ChatGPT, watch videos, visit your website multiple times, read emails on their phone, ignore three follow-ups, come back six weeks later, and then suddenly […]
The Shift from Paid Ads to AI Content Development
Most businesses treat paid ads and organic content as two separate budgets. For a long time, that worked. You paid for immediate visibility, and you built content for long-term authority. But the way customers search is changing, and the old model is breaking down. We are seeing a clear shift in how leadership teams allocate […]
What Email Marketing Should Look Like
For years, marketers were taught to build funnels. Drive traffic. Capture a lead. Nurture. Convert. The problem is that buyers no longer behave in a straight line. They search Google, ask ChatGPT, watch videos, visit your website multiple times, read emails on their phone, ignore three follow-ups, come back six weeks later, and then suddenly […]
Agentic Marketing Is Here. Most Companies Are Not Ready for It.
Most businesses are not moving too slowly on AI. They are moving too fast without a system behind it. There is a meaningful difference between using AI tools and building an agentic marketing system. The first is a shortcut. The second is infrastructure. And right now, a lot of companies are confusing one for the […]
AI Visibility Is the New SEO: Why Trust Wins in the Age of AI Search
I talk to business owners regularly who are frustrated by the same thing. Their traffic is down. Their rankings look fine. Nothing obvious has changed. But the leads are not coming in the way they used to. Most of the time, the problem is not what they think it is. It is not a penalty. […]
The Future of AISO is Expertise at Scale.
Every week somebody tries to sell me the next AI tool that’s supposedly going to change marketing forever. And every week I find myself asking the same question: What are you feeding it? Because AI hasn’t replaced marketing. It has simply exposed who was creating real value and who was relying on shortcuts. The funny […]
The future of AI isn’t about teaching AI. It’s about proving that you’re the one worth learning from
Let’s get something out of the way… AI does not wake up every morning excited to visit your website. It doesn’t care about your logo, your brand colors, or the fact that your nephew built your website in a weekend after watching six YouTube videos and drinking three energy drinks. What AI cares about is […]
AI Search and SEO: Why Fundamentals Still Win
AI search is changing how people find businesses, and companies that focus on fundamentals are seeing results. How AI Search Is Changing Customer Behavior Customers are increasingly using AI tools to find services, changing how visibility works. Why SEO Fundamentals Still Matter Structured, authoritative content performs well in both traditional and AI-driven search. The Role […]
Why Customer Retention Marketing Increases Lifetime Value
Most service businesses focus heavily on acquiring new customers, but ignore the value of the ones they already paid for. The Problem: Over-Reliance on New Leads Businesses continue to spend on ads while ignoring past customers, increasing acquisition costs unnecessarily. What’s Missing in Most Marketing Systems Lack of follow-ups, education, and loyalty systems leads to […]
Is AI Just a Security Blanket During Economic Uncertainty?
Everyone wants to “do AI” right now. Cool. What does that even mean? Because from where I sit, it sounds a lot like walking up to a builder and saying: “Yeah, just build me a house.” No bedrooms defined. No budget. No idea if you want a ranch, a modern box, or something that won’t […]
Why Turning Off ‘Non-Converting’ Marketing Channels Can Destroy Your Lead Flow
If your marketing seems to be working and you’re considering cutting channels that don’t show direct conversions, this is where most businesses go wrong. What looks like waste is often what’s driving your results behind the scenes. Quick Answer: Why Marketing Performance Collapses The Situation: A High-Performing Marketing System A remodeling company running a strong […]
The Race for Inbound Authority Just Changed… and Marketing Didn’t Get the Memo
There’s a scene in Raiders of the Lost Ark where Indiana Jones grabs the idol, hears a click, and suddenly the entire cave decides it’s time to kill him. The boulder drops. The walls start moving. And Indy? He runs. Not walks. Not strategizes. Not books a follow-up meeting to discuss cave optimization. He runs […]
Data vs Creativity in Marketing: Why Attention Still Wins
Marketing today is flooded with data, dashboards, and targeting tools. But if your message doesn’t capture attention, none of that matters. The real job of marketing is simple: get the right person’s attention so you can sell them something. Quick Answer: Why Data Alone Fails in Marketing The Problem: Drowning in Data, Starving for Attention […]
Has Marketing Been Replaced by Revenue Experts
Let’s stop pretending. “Marketing” as a standalone function is getting its ass handed to it. Not because it doesn’t matter. Because it was never supposed to operate alone in the first place. And now? The people actually driving growth aren’t marketers. They’re revenue operators. People who don’t give a damn about impressions, likes, or your […]
People Don’t Search Like Cavemen Anymore
There was a time when we all collectively agreed to talk to the internet like we had three brain cells left. “vet near me” “dog ate toy what do” “roof repair cheap fast” Short. Robotic. Slightly concerning. And it worked… because search engines needed it. But that version of the internet? Yeah… it’s gone. Now […]
“Home Wrecking”: The Private Equity Affair Happening in Home Service Marketing
There’s a phrase everyone knows. Home wrecker. Usually it shows up in gossip, reality TV, or awkward Thanksgiving conversations. It’s the person who shows up, changes the dynamic, and suddenly the relationship that seemed stable starts falling apart. Now let’s talk about the affair happening in home service marketing. Because if you run a roofing […]