Why does a £99 product suddenly feel like a bargain when it sits next to a £299 one?

That’s not coincidence—it’s psychology. It’s called price anchoring, and it’s one of the most powerful (and underused) online marketing strategies for local businesses in 2025.

In this episode of The Marketing Podcast for Local Businesses, Adam and Josh break down how smart pricing can completely transform how customers perceive value. Whether you sell services, subscriptions, or products—price anchoring can double your conversions, increase your average order value, and boost your bottom line.

You’ll learn:

✅ What price anchoring is and why it works
✅ How businesses like Adobe, local clinics, and service providers use it to drive sales
✅ Why the order and layout of your pricing page can make or break your conversions
✅ How to implement the "Goldilocks Rule" with three-tier pricing
✅ The #1 mistake most businesses make with their pricing structure—and how to avoid it
✅ Practical tips for applying price anchoring today, even if you're on a budget

💡 Plus: Real-world examples of how Adam and Josh have helped clients in web design, SEO, and local services implement anchoring strategies that increased revenue—without changing the product.

This episode is packed with actionable insights designed specifically for UK-based local businesses looking to outsmart the competition and sell with confidence online.

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📢 Special Offer for Listeners:
Claim 20% off Website Design or SEO services! Just mention ‘PODCAST20’ when you get in touch:
📧 Adam (Web Design): hello@websitedesigners.london | 🌍 www.websitedesigners.london
📧 Josh (SEO): hello@improvemysearchranking.com | 🌍 www.improvemysearchranking.com

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How Google’s AI Mode Is Rewriting Local Search

Google has quietly flipped the script on search — and your business might already be invisible.

In this game-changing episode, Adam and Josh expose how Google’s new AI Mode is reshaping how local businesses are discovered (or skipped). The old rules of keywords and rankings no longer apply. You're not just trying to rank — you're trying to be selected by AI.

You’ll discover:

• What Google’s AI Mode really is — and how it’s already live in the US and rolling out globally

• Why traditional SEO tools and rank trackers are now misleading you

• How Google’s AI breaks down your site passage by passage — not page by page

• What “query fan-out,” “custom corpus,” and “pairwise prompting” mean for your content

• Five advanced but practical steps to optimise your local business for AI-driven selection, not just search

Whether you’re a florist, plumber, solicitor, or estate agent, this episode will give you a crystal-clear roadmap to stay visible in a world where AI makes the decisions.

💡 Key takeaway:

You’re no longer ranked. You’re either selected — or ignored. And the AI decides.

Learn more: https://search.google/ways-to-search/ai-mode/

📢 Special Offer for Listeners:

Claim 20% off Website Design or SEO services!

Just mention ‘PODCAST20’ when you get in touch:

📧 Adam (Web Design): ⁠hello@websitedesigners.london⁠ | 🌍 ⁠www.websitedesigners.london⁠

📧 Josh (SEO): ⁠hello@improvemysearchranking.com⁠ | 🌍 ⁠www.improvemysearchranking.com

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🔎 Search Keywords for This Episode:Google AI Mode, AI search optimisation, AI for local business, Google Labs AI Search, AI Mode SEO, passage-level ranking, semantic SEO, custom corpus Google, conversational search, future of SEO UK, AI-driven content strategy

What happens when a local startup takes control of its supply chain and its customers? It builds a billion-pound brand that never opens a single retail store.

In Part 2 of The Gymshark Playbook, Adam and Josh continue their deep dive into how Gymshark applied Porter’s Five Forces—focusing on the last two: Supplier Power and Buyer Power. More importantly, they show how local businesses can steal these strategies to scale smarter and faster.

💡 You’ll learn:

• Why controlling your supply chain (even a little) boosts profit and quality

• How to reduce your dependence on suppliers and third parties

• Why direct-to-consumer is more than a buzzword—it’s a local business power move

• How to build a loyal customer base that doesn’t price shop

• The art of differentiation (hint: don’t try to be cheaper, be better)

Whether you’re running a bakery, gym, restaurant, or local agency—this episode is packed with practical examples to help you outmanoeuvre bigger competitors and win long term.

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For a 20% exclusive discount on Website Design or SEO services, quote 'PODCAST20' and contact:

Adam for Website Design: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Josh for SEO: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠

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How does a teenager with a sewing machine go toe-to-toe with global giants like Nike—and win?

In this episode of The Marketing Podcast for Local Businesses, Adam and Josh break down the incredible rise of Gymshark using Porter’s Five Forces framework. From finding an underserved niche to building a loyal customer base, you’ll discover the exact strategies that took a UK bedroom startup to a billion-pound empire.

More importantly, you'll learn how to apply these same principles to scale your own local business—whether you run a gym, salon, coffee shop, or digital agency.

💡 Inside, you’ll learn:

• How Gymshark stood out in a crowded market (and how you can too)

• Why building a loyal community beats trying to outspend big competitors

• How to reduce the risk of customers switching to alternatives

• What taking control of your supply chain can do for your margins

• Why direct-to-consumer is the ultimate customer power move

This isn’t just a story—it’s a playbook.

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For a 20% exclusive discount on Website Design or SEO services, quote 'PODCAST20' and contact:

Adam for Website Design: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Josh for SEO: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Search Everywhere Keywords

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We helped a client generate over £300,000 in extra revenue in just 12 months… and then they cancelled without warning.
In this episode, we break down the real reason why — and it wasn’t about the results...

You'll learn why communication matters more than success, hear real-world examples local businesses will recognise, and walk away with 5 practical lessons to protect your customer relationships (and your revenue).

Whether you run a gym, a salon, a trades business, or an agency - this is an episode you can’t afford to miss.

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For a 20% exclusive discount on Website Design or SEO services, quote 'PODCAST20' and contact:

Adam for Website Design: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Josh for SEO: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠

Most small business owners are so caught up in day-to-day hustle, they miss the bigger trends shaping their industry. What if there was a simple tool that could help you spot market shifts early—before your competitors do?

In this episode of The Marketing Podcast for Local Businesses, Adam and Josh break down the PESTEL framework—a powerful strategic tool big companies use to anticipate change… and how local businesses can use it to stay ahead of the curve.

You’ll discover:

• What PESTEL stands for and why it matters

• Real-life examples from local businesses that used it to pivot and grow

• How to apply it to your marketing—monthly or even weekly

• Quick wins to make your messaging resonate with what customers really care about

Whether you’re running a café, a trades business, or a local service, this episode will show you how to think bigger, market smarter, and future-proof your business.

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For a 20% exclusive discount on Website Design or SEO services, quote 'PODCAST20' and contact:

Adam for Website Design: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.websitedesigners.london⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Josh for SEO: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠hello@improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ | ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.improvemysearchranking.com⁠⁠⁠⁠⁠⁠⁠⁠⁠

If an SEO tool promised to handle everything—from audits and keyword research to AI content creation, backlink tracking, and client reporting—all in one place, would you ditch your current stack?

That’s exactly what Search Atlas by Otto SEO claims to be: an all-in-one platform designed to simplify your SEO efforts, especially for local businesses, freelancers, small agencies, and lean in-house marketing teams. But does it actually deliver? Or is it just another shiny object?

In this deep-dive episode of The Marketing Podcast for Local Businesses, Adam and Josh dissect Search Atlas feature by feature, compare it to major players like Hike SEO, Surfer SEO, Ahrefs, Semrush, and NeuronWriter, and give you a brutally honest verdict based on real-world usage and agency-level expectations.

Here’s what we unpack in this episode:

🚨 What is Search Atlas really offering?
→ We break down its core features: site audits, keyword research, AI writing, backlink tracking, and white-label reporting.

🧪 Tool vs. Tool: How Search Atlas stacks up
→ We compare each feature with what competitors are offering:

• Site Audits: Cleaner than Hike SEO but far less technical than Semrush

• Keyword Research: Intent-focused and visual—but smaller data sets

• AI Content Creation: Handy templates, real-time scoring, but needs editing (and AI content still breaks Google guidelines)

• Backlink Tools: Basic and lacklustre—can’t compete with Ahrefs

• Reporting & White-Label: Decent for small agencies, especially with client branding options

  
  

📊 Pros & Cons Rundown
✅ Clean interface, solid for beginners, budget-friendly
❌ Underwhelming backlink tools, light on local SEO features, no best-in-class elements

💥 Who should (and shouldn’t) use it
→ Is it a fit for your business or agency? We spell it out clearly so you can decide without wasting time or money.

So, is Search Atlas a streamlined solution for lean teams—or a jack-of-all-trades that falls flat when it matters? Tune in for a no-BS verdict from two digital marketers who test these tools every day.

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🔔 Don’t forget to subscribe, leave a review, and share this episode with a fellow business owner!
Your support keeps the content coming.

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📢 Special Offer for Listeners:
Claim 20% off Website Design or SEO services! Just mention ‘PODCAST20’ when you get in touch:
📧 Adam (Web Design): hello@websitedesigners.london | 🌍 www.websitedesigners.london
📧 Josh (SEO): hello@improvemysearchranking.com | 🌍 www.improvemysearchranking.com

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Search Everywhere Keywords:
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Your first 30 days of SEO can either set your website up for explosive growth—or waste months of time and money chasing rankings that never come.

In this episode of The Marketing Podcast for Local Businesses, Adam and Josh walk you through the exact SEO launch plan they’ve used to help over 400 local businesses generate more than £200 million in sales—and win the UK Search Awards.

Whether you're a local bakery, garden designer, dentist, or any service-based business, this episode gives you the clear, actionable steps to take in Month 1 to lay the perfect foundation for long-term SEO success.

Here’s what you’ll learn:

✅ How to find and map the best keywords based on intent (with links to earlier episodes for deeper dives)
✅ Which tools to install on Day 1—Google Analytics, Search Console, Bing Places, and more
✅ How to track keywords using platforms like Semrush, Ahrefs, and Moz
✅ Manual and automated competitor research techniques that reveal what’s working in your space
✅ A step-by-step SEO audit checklist—from technical fixes to internal links and schema markup
✅ Why EEAT and conversion-focused design matter just as much as your content
✅ How to measure early progress and pivot your strategy based on real data

You’ll also learn how to structure your site for maximum crawlability, avoid common SEO traps, and start creating pages that not only rank—but convert visitors into customers.

If you’re serious about getting to the top of Google, this episode is your roadmap.

🔔 Don’t forget to subscribe, leave a review, and share this episode with fellow business owners!

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📢 Special Offer for Listeners:
For a 20% exclusive discount on Website Design or SEO services, quote 'PODCAST20' and contact:
📧 Adam for Website Design: ⁠hello@websitedesigners.london⁠ | 🌍 ⁠www.websitedesigners.london⁠
📧 Josh for SEO: ⁠hello@improvemysearchranking.com⁠ | 🌍 ⁠www.improvemysearchranking.com

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