Join Jim Klauck and his guest, Mitch Smedley in this engaging episode as they explore the evolving landscape of digital marketing and business strategies. Our discussion delves into the impact of AI on search behaviors and Google's response, analyzing whether Google can maintain its relevance in the home service industry. We also examine the challenges of lead quality and costs with platforms like Google LSA, and the importance of diversifying branding strategies to stay ahead. The conversation touches on the significance of building a strong brand presence, both digitally and locally, and how businesses can adapt to technological advancements like Amazon's expanding services.  Mitch shares insights into creating a resilient business model that thrives despite changing consumer behaviors, emphasizing the need for innovation in the face of big corporate competition.