The Avalanche Podcast

Send us Fan Mail Most teams have no reliable way to connect website changes to performance data. That is the problem Lance built Page Pulse to solve.  In this episode, Lance walks through Page Pulse, a free tool he built to track changes on web pages and overlay them directly against performance data. You will hear how to get it set up in minutes, how to track competitor pages, and how the data co...

Send us Fan Mail AI can help you build the plane, but it still can't fly it. In this episode, Lance breaks down what AI can and can't do for your marketing. It will design websites, write copy, and build reports, but it can't own the outcome that matters, which is business growth. He shares an exercise that maps every AI-assisted project from the past year against its results, so yo...

Send us Fan Mail AI can help you publish faster, but it can't make you stand out. In this episode, Lance breaks down why the barrier to good-enough marketing has collapsed and why that's a problem when everyone uses the same tools. He explains what AI can't replicate, from lessons learned to customer stories to proof that your team did the work, and walks through a commodity audit y...

Send us Fan Mail Sometimes the best way to grow your content is to publish less of it.  In this episode, Lance makes the case for auditing your website before you add anything new. Search engines and AI tools reward expertise and trust, so a site cluttered with thin or outdated pages can hold your best work back. He walks through a four-part framework for deciding what stays, what gets fixed, what...

Send us Fan Mail Now that AI is in the mix, your website is more important than ever. In this episode, Lance explains why your website still matters, even as organic traffic drops. It's the place AI tools like ChatGPT, Gemini, and Claude learn about your business and decide whether to recommend you. He also shares a simple audit you can run to find the spots where your site leaves AI guessing...

Send us Fan Mail Two studies say opposite things about AI visibility. One says authority wins. One says freshness wins. Both are right, and both are incomplete.  In this episode, Lance breaks down what these studies were actually measuring, why headline-reactive marketing gets teams into trouble, and how to build a better strategy around your actual buyers and business goals. Subscribe to get ever...

Send us Fan Mail You do not rise to the level of your goals. You fall to the level of your systems. In this episode, Lance breaks down why marketing goals without a proven system behind them rarely produce results. You will hear how to identify who owns what, which weekly activities are actually driving business growth, and how to build the kind of consistency that compounds over time. Subscribe t...

Send us Fan Mail Copying what worked for a well-funded company is one of the most common traps in marketing. The tactic looks great on LinkedIn, but the tactic alone did not create the success. In this episode, Lance breaks down how to stop chasing playbooks that were never meant for your business and start building from your actual constraints, your real advantages, and what your customers are te...

Send us Fan Mail Google created a fingerprint of your page the first time it crawled it. Every update since then gets compared to that original. If the difference is not meaningful, Google moves on.  Lance explains what actually triggers Google to re-evaluate your content, walks through what counts as a real change, and introduces a free tool called Page Pulse to help you track what is actually im...

Send us Fan Mail When you ask AI a question, you get one clean answer. What you don't see is that one prompt triggered up to 15 separate searches behind the scenes. If your content isn't showing up in those searches, you don't exist in the response. In this episode, Lance breaks down how AI actually builds its answers and walks you through a simple activity to find exactly where you...

Send us Fan Mail GEO, AEO, AI Search. The labels may keep changing, but the fundamentals haven't.   In this video, Lance breaks down why answer engine optimization isn't a new game and what actually drives visibility across both traditional and AI search.  Get these lessons sent straight to your inbox by subscribing to the Avalanche Newsletter.

Send us Fan Mail If you've spent any time trying to figure out how to show up in AI search, you know how exhausting it is.  That's why we've done the research for you.  AI Search Decoded (Free Event) 📆 May 20 🕐 4-6 PM 📍 Rickhouse @ Long Road Distillers   RSVP Now - https://avalanchegr.com/ai-search-decoded  Get these lessons sent straight to your inbox by subscribing to the Avala...

Send us Fan Mail When traffic drops, don't just guess why. In this episode, Lance walks through a workflow using SEMrush and Claude that used to take days of manual work from a qualified SEO expert and now takes under an hour.  You will hear exactly how to export ranking data, upload it into Claude, and use AI to spot the patterns humans miss across thousands of rows of data.  Subscribe to ge...

Send us Fan Mail Good enough doesn't rank, and it never will. In this episode, Lance breaks down why most teams have a standards problem rather than a content problem, and what to do about it.  You will hear a simple five step process for making sure every page you publish is actually worth putting on the internet, plus how to get a free checklist to help you execute it every time. #Marketing...

Send us Fan Mail Your sales team is sitting on a content gold mine. They may not even realize. In this episode, Lance breaks down why your website should be answering sales questions before your salesperson ever has to. The questions your team fields on every call are exactly what buyers are searching for online, and when those answers aren't on your site, you're sending them straight to...

Send us Fan Mail The odds of a perfect March Madness bracket are 1 in 9.2 quintillion. If you actually know basketball, those odds improve to 1 in 120 billion. That gap is exactly how you should be thinking about AI and SEO. In this episode, Lance breaks down why handing AI a prompt and hoping for the best is the equivalent of picking teams by mascot vibes. The people who actually benefit from AI...

Send us Fan Mail Most teams treat title tags like a one-time SEO checkbox. Write them once, move on, never look back. They are still a ranking factor. They are the first thing someone sees in search. And you only get 60 characters to make your case. In this episode, Lance walks through the exact process for auditing and rewriting title tags that drive qualified traffic, without creating a single n...

Send us Fan Mail What fills your pipeline is just as important as what fills your truck. In this episode, Avalanche Creative's founder, Lance Beaudry, and Sales & Marketing Lead, Keelie, sit down with Hallie Cook from Great Lakes Landscape Supply.  They are one of Michigan's leading landscape supply companies serving landscapers statewide. In this episode, they discuss what landscape...

Send us Fan Mail Getting someone to your website is hard. Getting them to fill out your contact form is even harder. In this episode, Lance explains why contact forms often create hesitation for visitors and how small changes can dramatically improve conversion rates. Learn how to reduce friction, build trust, and increase submissions from the traffic you already have. #MarketingPodcast #Conversio...

Send us Fan Mail Everyone wants to know if their brand is showing up in AI tools. New research from SparkToro shows AI recommendations are highly inconsistent. Ask the same question repeatedly, and you’ll likely get different brands in different orders each time. In this episode, Lance explains why tracking AI visibility like SEO rankings can be misleading and what businesses should focus on inste...

Send us Fan Mail Some of the highest-intent searches in Google include your competitors’ names.  In this episode, Lance explains why alternative pages attract buyers who are already evaluating options. He breaks down how to structure honest comparisons, clarify fit, and position your brand without attacking others.  Follow for more marketing minutes. Get these lessons sent straight to your inbox b...

Send us Fan Mail Most blog posts hide the real answer too far down the page. This episode covers a simple content upgrade that improves trust, engagement, and clarity in Google and AI search. Learn why skimmers matter, how summaries help search engines understand your content, and how this small change can compound across your site. Get these lessons sent straight to your inbox by subscribing to t...

Send us Fan Mail Before investing in SEO, you need to know what you’re actually up against.  This episode walks through a simple process to measure how competitive a topic really is using Semrush. Learn how to evaluate how much surface area competitors own, decide whether a campaign makes sense, and use competitive data as a benchmark, not a blueprint.  Get these lessons sent straight to your inbo...

Send us Fan Mail AI mention tracking tools promise visibility and influence, but most of them can't be verified.  In this episode, Lance explains why AI visibility scores and citation metrics fail basic trust checks and what signals actually matter instead. You will hear how to track AI referrals, watch for brand lift, and validate whether AI is helping your business. Subscribe to get every n...

Send us Fan Mail This episode covers one of the most overlooked EEAT mistakes online: publishing expert content without making the expert obvious. Lance talks about why anonymous advice creates doubt for humans and weak signals for Google and AI. Subscribe to get every new episode.   #MarketingPodcast #SEO #EEAT #ContentStrategy #AvalancheCreative  Get these lessons sent straight to your inbox by...