Keyword tools are useful, but they don’t tell you who you’re trying to reach or why they buy. 

In this episode of More Than You Can Chew, Dane sits down with Amanda Natividad, VP Marketing at SparkToro, to unpack how audience research complements (not replaces) keyword research so your content, channels, and messaging match real behavior. 

Amanda shares how to find where your audience actually hangs out, what influences them, and simple, no-budget ways to build a curated feed for ongoing social listening. 

You’ll leave with a playbook to discover insights, turn them into content, and market where attention already exists.

👉 Links & Resources

 * Learn more at: searchlabdigital.com [http://searchlabdigital.com/]
 * Get help with your Local SEO & PPC: Searchlabdigitalsearchlabdigital.com/seo-demo-request [https://searchlabdigital.com/seo-demo-request/]

Find Your People: How to Build Audience-Driven Marketing with Amanda Natividad

AI overviews and LLMs are changing what “visibility” looks like and digital PR is the bridge between your brand and what these systems surface.

In this episode of More Than You Can Chew, Dane chats with digital PR pro Alexandra about why earning coverage on trusted media still matters, how brand mentions can work like links, and practical ways to show up more often when people (and AI) look for answers.

We get into real examples, the role of expert quotes, and why consistent PR beats one-off stunts. If you’re confused about where PR fits in a world of ChatGPT and Google’s AI results, this convo makes it make sense.

👉 Links & Resources

 * Learn more at: searchlabdigital.com [https://searchlabdigital.com/]
 * Get help with your Local SEO & PPC: https://searchlabdigital.com/seo-demo-request/

Digital PR in the AI Era: How to Earn Visibility in Search & LLMs

AI is reshaping how content gets made, but does it have to take the creativity out of it? In this episode, Melissa Popp, Content Strategy Director at RicketyRoo, shares how she’s built AI workflows that save time without sacrificing heart. From replacing the grunt work to knowing when to bring human creativity back into the process, Melissa breaks down how marketers can use AI to enhance, not erase, their craft. You’ll also learn how to experiment with AI prompts in unexpected ways (yes, even through Fortnite and meal planning) and why “using AI like a consumer” might just be the secret to better marketing.

Melissa’s pick for must-try seafood? Point Loma Seafood in San Diego... just get there early.

How to Use AI Without Losing Your Creative Soul with Melissa Popp of RicketyRoo

AI search is changing SEO reporting as we know it. In this episode, Dana DiTomaso, founder of KP Playbook and 25-year SEO veteran, joins Dane to unpack how analytics must evolve in 2025 and beyond. From understanding what really matters in GA4 to measuring traffic from AI Overviews and featured snippets, Dana breaks down the future of SEO reporting with clarity and a dose of humor.

The Importance of Marketing Report Featuring Dana DiTomaso

Most dealers run the same social ads: a carousel of inventory and prices. The problem? They all look alike and they don’t move buyers closer to choosing you.

In this episode of More Than You Can Chew, Dane chats with Dave Lemon, CRO of Dealer OMG, to dig into why dealers are wasting money on cookie-cutter social ads... and what to do instead.

You’ll learn:

 * The #1 mistake most dealerships make with Facebook ads
 * Why automotive inventory ads (AIAs) fail to create real impact
 * How collection ads give you space to stand out with video, testimonials, and brand messaging
 * Why “being social on social” matters more than showing prices
 * What questions to ask when vetting an agency partner

If you want your dealership’s ads to be memorable (and actually convert), this episode will show you the smarter way to approach paid social.

👉 Links & Resources

 * Learn more at: searchlabdigital.com [http://searchlabdigital.com/]
 * Get help with your Local SEO & PPC: Searchlabdigitalsearchlabdigital.com/seo-demo-request [https://searchlabdigital.com/seo-demo-request/]

Why Dealers Need to Rethink Paid Social

AI tools and best practices can only take you so far. At the end of the day, every purchase decision is emotional.

In this episode of More Than You Can Chew, Ashley sits down with Talia Wolf, founder of Get Uplift, keynote speaker, and author of Emotional Targeting, to reveal why emotion is the driving force behind conversions and how brands can tap into it to generate real growth.

You’ll learn:

 * Why emotions, not logic, drive buying decisions
 * The role of self-image and social image in customer behavior
 * How to escape the “hamster wheel of optimization”
 * Why most AI marketing outputs are garbage without real customer insight
 * Practical steps to uncover emotional triggers and audit your site for conversions

If you want to stop guessing and start converting, this episode is a must-listen.

👉 Links & Resources

 * Learn more at: searchlabdigital.com [http://searchlabdigital.com/]

Why Emotion is the Secret to Higher Conversions (with Talia Wolf)

Automotive marketing is changing fast! AI Overviews, shifting SEO tactics, and OEM advertising budgets are reshaping how car shoppers find dealerships.

In this episode of More Than You Can Chew, Dane sits down with Colin Kara, Marketing Director at Nielsen Automotive Group, to dig into how dealers can stay competitive.

Colin also shares how his group is finding success by aligning SEO, SEM, and dealership operations.

If you’re a dealership marketer or business leader looking for actionable strategies to cut waste and capture more car shoppers in 2025, this bite-sized conversation is for you.

👉 Links & Resources

 * Learn more at: searchlabdigital.com [https://searchlabdigital.com/]
 * Get help with your Local SEO & PPC: https://searchlabdigital.com/seo-demo-request/

How Dealerships Can Capture More Intent in 2025: Marketing Strategies with Colin Carrasquillo of Nielsen Automotive Group

In this episode of More Than You Can Chew, host Dane Saville sits down with Greg Gifford, Google Platinum Product Expert and COO of SearchLab Digital, to unpack the findings from the 2024 Google Business Profile Study for Car Dealers.

Greg shares exclusive insights into how dealerships can leverage GBP to drive more local visibility, improve lead generation, and stay ahead of competitors in an increasingly competitive automotive market.

Whether you’re a dealer principal, marketing manager, or agency partner, you’ll learn what’s working (and what’s not) in local search — and how to apply the data from this groundbreaking study to your dealership’s digital marketing strategy.

Make sure to follow the show so you never miss what’s next.

 * Check out more resources at https://searchlabdigital.com/
 * Get PPC & Local SEO Help: https://searchlabdigital.com/seo-demo-request

Inside the 2024 Google Business Profile Study for Car Dealers with Greg Gifford

The idea of stepping up to share your ideas – whether on a conference stage or social media or podcast – can be an intimidating prospect. Many people share their experiences with imposter syndrome or fear of simply “being wrong.” This episode with Orbit Media’s Co-Founder and Chief Marketing Officer Andy Crestodina will help lay out a simple road map to getting your thoughts out of your head and into the ecosystem.

You’ll learn a lot throughout this insight-packed 16 minutes:

Difference between content marketing and thought leadership

Things you have to be willing to face

The role of data

A simple AI prompt to help find your voice

In the end, the real purpose of thought leadership is to start conversations, welcome disagreement, and build “a moat” around your brand.

If you’ve been sitting on the cusp of stepping out of your comfort zone and into beginning conversations – real conversations, not just getting simple agreement or affirmation – then Andy’s insights will not only set you up for success and set you at ease but give you actionable tips on how to get there.

As always, if you like what you've heard, please follow the podcast on your favorite platform and share it with your network on social media!

If you're looking for SEO or PPC services, or you'd like an audit of your website or content, please reach out to Dane Saville at dane.saville@searchlabdigital.com.

Thanks to the leadership at SearchLab Digital for making this podcast possible.

A Road Map to Genuine Thought Leadership

SEO is like a solar panel.

PPC, when done correctly, is like a light switch.

Look, electrical work isn't easy, but once you've run the wires, attached them to the switch, secured the switch in the wall box, and reattached the cover plate, and you flip the switch -- Voila! Power. (thanks Google AI Overview)

PPC isn't easy either, but once you've laid the groundwork, you turn on the ads and start connecting with shoppers.

As part of your PPC strategy, you may have heard of Performance Max (PMax) campaigns. You may also have heard any number of issues that marketers may take up about this type of PPC ad; however, SearchLab's own Susan Yen has some news for you: the juice is worth the squeeze when you apply the right pressure.

Her solution to any PMax holdup includes three tenets:

Strategic Account Structure

Great Ad Copy

Discerning Audience Signals/Targeting

That's right, it's time to get granular. It's time to get serious about the way your ads communicate to shoppers. It's time to know how to layer on audience details, like knowing the difference between affinities and buying signals.

Susan lays it out there, so you can bite off more than you can chew.

Plus, she provides a bonus insight about A/B testing in PPC.

In addition, as part of what is a tradition with More Than You Can Chew, Susan shares her favorite restaurant in Portsmouth, New Hampshire: Five81NE.

In the episode, Susan shares her own favorites, but host Dane Saville also set his sights on ...

Moo Ping Skewer

Isaan Style Marinated Pork Shoulder | Garlic-Soy Sauce

Chili-Tamarind Dip

Thai Noodles

Wide Rice Noodles | Chive | Egg l Bean Sprouts Garlic-Sweet Soy Sauce

As always, if you like what you've heard, please follow the podcast on your favorite platform and share it with your network on social media!

If you're looking for SEO or PPC services, or you'd like an audit of your website or content, please reach out to Dane Saville at dane.saville@searchlabdigital.com.

Thanks to the leadership at SearchLab Digital for making this podcast possible.

To the (P)Max! - Talking Performance Max Campaigns

Bite-sized digital marketing insights—minus the fluff. Join your host, Dane Saville, as he serves up practical marketing strategies in digestible, 15-minute episodes designed specifically for local business owners, franchise marketers, and busy CMOs who don't have time to sift through buzzwords.

Each episode focuses on one core topic, featuring expert guests who share one real-world lesson, the result it generated, and one actionable takeaway you can apply immediately.

Whether you're looking to simplify your marketing approach, get found in more local searches, or simply avoid biting off more than you can chew, this podcast delivers.

Grab a quick listen, level-up your digital marketing, and get back to business.

Presented by SearchLab Digital.

SearchLab Digital

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