The web changed.Your agency’s playbook didn’t.

What changed

Search results, AI answers and Google’s ad automation now draw on the same raw material: your website, your Business Profile, your reviews, and what independent sources say about you. The address shown in your ads comes straight from your Business Profile.7

Google tells its quality raters that when your website and reputable independent sources disagree about your business, they should trust the independent sources.6 Google also says businesses with complete and accurate information are more likely to show up in local results.10

Software reads your pages before people do, and has for a while: Imperva put it at 51 percent already in 2024.1 Most of that software is not AI yet. The AI share is small and growing fast.8 A Vercel and MERJ analysis found that the crawlers from OpenAI, Anthropic, Meta, ByteDance and Perplexity do not run the scripts many websites use to build their content.9If your words only appear after those scripts load, those readers get an empty page.

And the answer your customer reads may be written by a machine that never sends them to you.

What the old playbook still does

One person on SEO, another on ads, and nobody on the Business Profile. Three versions of your business, never checked against each other. Websites built to look good in a screenshot, with the words locked inside images or loaded late.

What I build

One checked set of facts about your business, kept in one place, feeding your website, your Business Profile, your ads and your content. Pages that make sense as plain text first. Then I design them for the person. As more of the matching and the writing is done by machines, I expect this to decide more of the result each year.(my view)

What you get

A customer, a search engine and an AI assistant all get the same answer about who you are, what you do and where.

What changed

Being found is not enough. People search, check the map, read reviews, visit your site, ask an AI assistant, and come back later through an ad. When they arrive, the page has to match what they were looking for.

Google works the same way. It says it scores how useful and relevant your landing page is when it ranks your ad, and that higher quality ads usually cost less per click.1112Its ad automation reads your landing pages to decide which searches to match and to write the ad copy.45

What the old playbook still does

It sells the ads and stops there. Many agencies tie their fee to what you spend on ads.13That fee grows when your spend grows, whether or not the calls do. Every click goes to your homepage. No page is built for the ad. Every call and form is counted in one bucket.

Run this test. Open your last report. Can it tell you which ad produced which call? If everything is counted together, calls that had nothing to do with the ads get credited to them.

What I build

One clear offer. A page built for each ad, so no paid click lands on a homepage. Tracking split by offer, so every call and form is tied to the search or ad that produced it. Follow-up, so an inquiry gets an answer. It comes as one package, with everything the campaign needs included.

What you get

Qualified inquiries, calls and consult requests, each one traced to where it came from.

What did not change

Someone has to decide what to change this week, and someone has to answer for what it did. The more of the matching and the writing the machines take over, the more that judgment is the whole job.

What the old playbook still does

Set it up once and leave it. Once a month a PDF arrives, full of numbers that do not answer the only question you have.

What I build

I track everything, so I never have to guess. A clearer offer improves the page. A better page improves the campaign. Better campaign data improves the next decision.

On ads, where things move fast, you get what I changed and why every week, in plain language, and a recorded walkthrough every month. On search and content, the report is monthly. Every client has a direct Slack channel with me and access to the Alchmy client portal for support and reporting.

I expect a system run this way to get more effective every month, because each improvement feeds the next.(my view)

What you get

You always know what was done, why, and what it changed. And you can ask me directly.