In this episode, Rustam Irani sits down with SEO expert Julian Hooks to unpack the growing confusion around declining traffic, AI’s impact on search, and what higher-ed marketers should actually focus on right now. Together, they cut through the hype around AEO, GEO, and LLMs, revealing that while the discovery landscape is shifting, the fundamentals of SEO—and great marketing—are still the foundation. The conversation explores how user behavior is evolving, why attribution is getting harder, and how marketers can adapt without abandoning what already works.

Resources Mentioned

 * RGI AEO Dashboard - https://aeo.rgiconsulting.net/

Timestamps

 * 00:00 – The Problem: Traffic and conversions are declining despite doing “everything right” in SEO
 * 01:00 – Meet Julian Hooks: 20 years in SEO and deep experience in higher ed marketing
 * 04:00 – Is SEO Dead?: Why AI isn’t replacing SEO but reshaping how discovery works
 * 08:00 – AEO vs GEO vs SEO: Breaking down the terminology and what actually matters
 * 10:30 – The Attribution Problem: Why AI-driven traffic is hard to measure (but still impactful)
 * 13:00 – New Signals to Watch: Direct traffic, branded search, and behavioral shifts
 * 15:30 – AEO Measurement Framework: Visibility, share of voice, citation rate, and sentiment
 * 22:00 – How to Prioritize Efforts: 80–85% fundamentals vs 15–20% AI-specific adjustments
 * 25:00 – Content Strategy Shift: Don’t abandon long-form—just surface answers faster
 * 28:00 – Why Traffic Is Down: LLMs are capturing top-of-funnel informational queries
 * 31:00 – Higher Intent Users: Fewer visitors, but stronger conversion and engagement
 * 32:00 – Final Advice: Think holistically, focus on fundamentals, and build a great product/experience

SEO is Changing

Episode Description

In this episode, Ken Freire and Patrick Lowndes explore the five fears that often keep Christian professionals from stepping into their God-given calling in the workplace and beyond. They unpack how these fears show up in real life—especially around money, clarity, career trajectory, skill confidence, and family—and offer practical reframes rooted in faith and work integration to help listeners move forward with purpose.

Resources Mentioned

 * The Forge (training and network program mentioned for global/mission-minded professionals)
 * Global Switchboard (https://www.globalswitchboard.io [https://www.globalswitchboard.io/])
 * Buried Talent – Episode 31 (discussion referenced on global Christian professional mindsets)

Timestamps

 * 00:00 – 01:00 | Introduction & Episode Theme
   Ken and Patrick introduce the show and set up the discussion around five fears holding Christian professionals back from living out their calling.
 * 01:00 – 03:02 | Fear #1: Money
   Discussion on financial pressure, supporting family, and reframing work as both provision and platform for impact.
 * 03:02 – 05:11 | Fear #2: No Clear Path
   Explores confusion around how careers connect to global or missional work, and introduces different “operator” pathways (local to frontier engagement).
 * 05:11 – 06:03 | Fear #3: Career Damage
   Addresses concern that international or missional work could hurt future career prospects and reframes it as potential career growth.
 * 06:03 – 07:36 | Fear #4: Not Skilled Enough
   Challenges the belief of inadequacy, emphasizing that existing skills can be used meaningfully in global contexts and through platforms like Global Switchboard.
 * 07:36 – 11:57 | Fear #5: Family Concerns & Closing Reflections
   Discusses family stability, shared calling, and the importance of involving spouses and children in discerning purpose together within a faith community.

5 Fears That Stop Christian Professionals From Living Out Their Calling (And How to Break Free)

In this episode, Ken Freire sits down with Kevin Creighton—writer, former photographer, and longtime internet marketer—to unpack the real journey of publishing a book in today’s AI-saturated world. Kevin shares the unexpected challenges of promoting his novel, why influencer support didn’t show up, and how he’s going back to old-school tactics like in-person networking and podcast tours. The conversation also dives deep into creativity, faith-adjacent storytelling, the cultural need for stronger male archetypes, and why mastering your craft matters more than forcing a message.

Resources Mentioned
• Kevin Creighton Website – https://kevincreighton.com/

Timestamps

• (00:00) Kevin’s background: from photography to internet marketing to writing fiction
• (01:15) Why Kevin wrote a “faith-adjacent” detective novel
• (02:50) The harsh reality of book promotion and missing influencer support
• (04:00) Going old-school: book fairs, reviews, and podcast tours
• (06:00) Creating from passion vs. chasing profit
• (08:40) The challenge of niche positioning in the Christian market
• (10:00) Craft over message: why great art comes first
• (13:00) The deeper mission: restoring male archetypes and cultural storytelling
• (17:30) The importance of brotherhood, trust, and “guys on the roof”
• (21:10) Rapid-fire: experiments, struggles, and goals (including writing the sequel)
• (23:30) Kevin’s stance on AI in creative work
• (24:50) Legacy: helping men care for others and build meaningful relationships

Nobody Promoted My Book (Here’s What I Learned)

In this episode, Ken Freire and Patrick Lowndes unpack the false belief that only overseas ministry or financial giving creates global impact, and instead reveal how every Christian professional can participate in God’s kingdom through their everyday work. They introduce four distinct types of professionals—from local marketplace ambassadors to frontier operators—showing how each plays a role in transforming nations through faith-driven work.

Resources Mentioned

 * Forge Program - https://www.frontieroperators.com/forge

Timestamps

 * 00:00 – The mission of Buried Talent and the idea of professionals impacting nations
 * 02:00 – The Big Lie: The misconception that only overseas ministry or funding missionaries creates global impact
 * 03:50 – Marketplace Ambassador: Living missionally in your local workplace while engaging global cultures around you
 * 06:25 – Global Advocate: Leveraging time, awareness, and resources to support global kingdom work (10–25% focus)
 * 10:24 – Global Operator: Integrating your actual work into global impact through business, consulting, or partnerships (50%+ focus)
 * 14:15 – Frontier Operator: Moving into frontier markets to build and scale transformative, kingdom-driven businesses
 * 16:35 – What To Do Next: Prayer, self-identification, and taking action through resources and community

Ep. 31 - The 4 Types of Professionals  Who Change Nations

In this episode, Rustam Irani shares a pivotal early-career moment that reshaped how he presents data, and breaks down four essential rules for delivering clear, credible, and impactful insights that drive action. 

Resources Mentioned


ChatGPT — https://chat.openai.com/
Google Gemini — https://gemini.google.com/


Timestamps
00:00 – The CEO Meeting That Changed Everything: A high-stakes presentation goes wrong and reveals a critical gap in data storytelling.
04:53 – Introduction to the 4 Rules of Presenting Data: Rustam frames the episode and the lessons learned over years of experience.
05:44 – Rule #1: Clarity and Simplicity: Why overcomplicating data loses your audience and how to present at the right level.
08:08 – Rule #2: Accuracy and Reliability: The importance of validating data, checking formulas, and spotting red flags.
09:23 – Rule #3: Tell the Story Behind the Data: Focusing on what changed, why it changed, and what it means.
10:33 – Rule #4: Use Effective Visuals: Leveraging charts, graphs, and modern tools to make insights instantly clear.
12:00 – From Reporting to Responsibility: Shifting mindset from sharing numbers to owning the narrative and outcomes.


Sent Back

In this AI marketing podcast episode, Dan Sanchez breaks down why Deep Research is one of the most underused AI capabilities available to marketers today. He walks through how he uses it inside ChatGPT and Gemini, explains the difference between simple web search and true research workflows, and shows how detailed prompts can uncover sharper audience insights. He also shares how he turns Deep Research outputs into reusable marketing assets by storing reports in Google Drive and using them to improve copy, messaging, and strategic decisions.

My Favorite AI Tools

 * Tella - https://danchez.com/tella
 * High Level - https://danchez.com/highlevel
 * Zencastr - https://danchez.com/podtools
 * n8n - https://danchez.com/n8n

Resources Mentioned

 * Dan’s audience deep research guide - https://danchez.com/audience

Timestamps

 * 00:00 - Why Deep Research is still one of the most underused AI tools for marketers
 * 01:20 - Where to find Deep Research inside ChatGPT, projects, and Gemini
 * 02:25 - The difference between quick web search and true deep research workflows
 * 04:14 - The first move Dan makes with a new company: audience and brand research reports
 * 05:40 - Why better Deep Research starts with clearer, more de

The Top AI Tool Marketers Rarely Use (That I Use Weekly)

In this episode, Ken Freire sits down with Rob Clark, founder of That Tall Family, to unpack how he turned a simple proof-of-concept into billions of views and a thriving business. Rob shares the real mechanics behind viral short-form content, why “cracking the algorithm” is the wrong goal, and how volume, speed, and storytelling drive growth. They also explore how AI is reshaping content creation, why physical experiences are making a comeback, and how building a business around your family can create both impact and freedom.

Resources Mentioned

• Stop Being The Best Kept Secret Book -https://www.amazon.com/dp/B0GSF8DR1J• LinkedIn (Rob Clark) - https://www.linkedin.com/in/robclark/• Instagram (That Tall Family) - https://www.instagram.com/thattallfamily/

Timestamps

• (00:00) Introduction to Rob Clark and That Tall Family’s massive reach
• (02:00) The origin story: from insurance broker to social media pioneer
• (06:00) Why timing + short-form storytelling led to explosive growth
• (08:00) The real skill of short-form: hooks, speed, and attention
• (11:00) Quantity vs. quality: why volume is the path to winning content
• (14:30) Balancing entertainment and education for business growth
• (18:00) Using AI to accelerate content, books, and business systems
• (23:00) Turning attention into sales: organic growth and distribution
• (26:00) Building a family-centered business and lifestyle freedom
• (31:00) What’s next: books, coaching, and the future of content

From Insurance Broker to 5 Billion Views (His Family Changed Everything)

In this episode, Ken Freire and Patrick Lowndes walk through a simple but powerful practice of starting your workday with intentional prayer, helping you move from reactive faith to proactive dependence on God. Using passages from Ephesians and Proverbs, they model how to pray Scripture into your work life so you can show up with wisdom, integrity, and a kingdom mindset.

Resources Mentioned

 * Bible (Ephesians 5:1-2, 15-16; Proverbs 30:7-9; Philippians 3)

Timestamps

 * 00:00 – Introduction to Monday Morning Prayer and why it matters
 * 00:24 – The problem with reactive, end-of-day prayer
 * 01:03 – Learning how to pray proactively using Scripture
 * 01:41 – Prayer through Ephesians 5: Walking in love and wisdom at work
 * 03:43 – How to personalize Scripture in prayer
 * 05:04 – Prayer through Proverbs 30: Reorienting desires (wealth, integrity, provision)
 * 08:00 – The challenge: start your day with prayer
 * 08:29 – Final encouragement: shift from reactive to proactive faith

Ep. 30 - Do This for 5 Minutes Before Work (It Changes Everything)

In this AI marketing podcast episode, Dan Sanchez unpacks why so many marketers feel behind on AI right now, even when they’re paying close attention. He explains how nonstop product announcements, overhyped agent narratives, and inflated productivity claims are creating unnecessary FOMO, then brings the conversation back to what actually matters: mastering the fundamentals of using AI well. Dan also shares a practical example of real productivity gains through AI-assisted design workflows and highlights a new High Level feature that can speed up landing page creation.

My Favorite AI Tools

 * Tella - https://danchez.com/tella
 * High Level - https://danchez.com/highlevel
 * Zencastr - https://danchez.com/podtools
 * n8n - https://danchez.com/n8n

Resources Mentioned

 * Dan Sanchez AI Courses - https://danchez.com/courses
 * High Level - https://danchez.com/highlevel
 * Canva - https://www.canva.com/
 * ChatGPT - https://chatgpt.com/
 * OpenAI - https://openai.com/
 * Anthropic Claude - https://www.anthropic.com/claude
 * Replit - https://replit.com/
 * ActiveCampaign - https://www.activecampaign.com/
 * Mailchimp - https://mailchimp.com/

Timestamps

 * 00:00 - 01:12 Why AI experts and everyday marketers alike are feeling overwhelmed by the pace of AI news
 * 01:12 - 03:25 How nonstop product updates and media hype are amplifying AI FOMO
 * 03:25 - 05:04 Why current agent hype is ahead of real-world marketing use cases
 * 05:04 - 07:39 The gap between real AI productivity gains and exaggerated expectations
 * 07:39 - 09:38 The AI fundamentals that matter most: prompting, context, delegation, systems, and process thinking
 * 09:38 - 10:16 A quick mention of Dan’s free AI fundamentals course
 * 10:16 - 13:52 High Level’s new AI-assisted landing page builder and why it matters for marketers
 * 13:52 - 14:04 Final encouragement to stay steady, ignore the hype, and master the fundamentals

Why Most Marketers Feel Behind on AI and Aren’t

In this episode, Rustam Irani sits down with Chris Shepard to unpack what it really takes to build performance-driven marketing systems that create trust, align teams, and generate measurable results. Chris shares his path from early email marketing and agency ownership to leading digital strategy in higher education, along with the lessons he’s learned about vendor collaboration, data visibility, and the practical role AI can play in modern marketing.

Resources Mentioned

 * The Prompt — Chris Shepard’s weekly AI-focused newsletter for higher education marketers - https://www.linkedin.com/newsletters/the-prompt-7432956494280683520/

Timestamps

 * 0:01 - 2:43 — Intro and Chris’s marketing background
   Rustam introduces Chris Shepard and previews a conversation on digital marketing, leadership, and AI.
 * 2:44 - 8:10 — From record-label email marketing to building an agency
   Chris shares how he got started in digital marketing, taught himself website building and SEO, and grew an agency serving home-service businesses.
 * 8:11 - 13:44 — Selling the agency and moving into higher education
   Chris reflects on selling WebRocket after COVID, what he learned from building trust at scale, and why Tricoci felt like the right next chapter.
 * 13:45 - 20:07 — Why alignment and data matter more than marketing activity
   The conversation shifts to silos in higher ed, why marketing is too often treated as a cost center, and how lead, enrollment, and start data drive smarter decisions.
 * 20:08 - 29:12 — Breaking down vendor silos and building collaborative systems
   Chris explains how he manages multiple agency partners through weekly calls, biweekly strategy sessions, and annual summits that include leadership and admissions.
 * 29:13 - 35:36 — AI dashboards, automation, and the purpose behind The Prompt
   Chris describes building his own live dashboard, using AI for summaries and forecasting, and launching a newsletter to help higher ed marketers keep up with AI change.
 * 35:37 - 40:56 — Career advice for modern marketers
   Chris closes with advice on growth: show up consistently, know your numbers, deeply understand your audience, and stay curious as the industry keeps evolving.

Why They Win

Practical AI for real marketers. Tools, workflows, and honest conversations to help you move faster, build better, and stay human in the age of AI.

AI-Driven Marketer: Master Practical AI Marketing Skills

Solo:Scaled is the podcast for ambitious solopreneurs who want to grow a 7-figure business without building a big team. Hosted by Dan Sanchez and Ken Freire, this show explores how AI, smart systems, and lean strategy are unlocking a new era of solo success. Whether you're scaling your coaching business, consulting practice, or content brand, you'll get real talk, expert interviews, and behind-the-scenes updates on our own journey to build a powerful, profitable business—with freedom, not burnout.

Solo:Scaled

You were called to serve, not just in church, but at work. Buried Talent is a weekly podcast for Christian young professionals who feel called to meaningful impact for Christ during their 9-to-5. Each episode dismantles a false belief about faith and work, exposing the lie, replacing it with liberating biblical truth while offering a small action to activate your God-given purpose right where you are. Hosted by entrepreneur and faith-driven operators Patrick Lowndes and Ken Freire, this show helps you unbury your workplace calling and live sent on Monday just as much as Sunday.

Buried Talent

ROI University is the podcast for higher-ed marketers ready to lead meaningful change. Hosted by Rustam Irani, this solo series helps you unlock higher enrollment, deeper student connection, and the internal clarity to do your boldest work. It’s not just about tactics, it’s about becoming the kind of leader your institution needs. Get ready to raise outcomes across the board: for your students, your team, and yourself.

Dan Sanchez

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