97th Floor

97th Floor 97th Floor elevates brands we believe in, through creative and innovative digital marketing strategies.

97th Floor is the number one digital marketing agency built to create pipeline and revenue for clients by crafting and executing custom, audience-first channel strategies that deliver. Day to day, we work with start-up to enterprise clients, including ESPN, Adobe, Vivint, BlueCoat, Discover, O.C. Tanner, Dell, Nu Skin, Time Warner, Mozy, and many others.

97th Floor started in 2005 and has been r

ecognized as one of the leading agencies in the world. We're the only agency in Utah on the Moz Recommended List and speak at industry conferences all over North America and Europe. Focused on building partnerships and lasting relationships with our clients, we believe in working with companies whose vision, people, product and/or services inspire greatness.

97th Floor's company culture is strong and the leading principle is that great colleagues create a great workplace. We strive to only hire and retain "A" players and grant the gift of being surrounded by amazing people that excel at their craft. We never stop learning, testing and challenging ourselves and each other. We show our values through hiring, promoting and rewarding individuals that demonstrate values such as curiosity, passion, innovation, honesty, selflessness, judgement, etc. We are winners and extremely competitive, but at the end of the day we are a close-knit team that does whatever it takes to help our fellow team members succeed. While we are winners overall, we never shy away from failure and more often than not, we celebrate failure. We believe that if we have the fear of failure in our culture, then our creativity and innovation will cease to exist. We empower each employee with autonomy, mastery and purpose.

05/12/2026

Personalization isn’t what most marketers think it is.

→ Do you know what they care about?
→ Do you understand their context?
→ Are you helping them make a decision?

Ardath Albee’s take: stop chasing one-to-one and start asking if you’re being as personal as possible.

Those aren’t the same thing.

Catch the full episode of The Campaign wherever you listen to podcasts.

05/07/2026

Personas aren’t the problem. Empty personas are.

Most of them skip the research that actually matters. The phrases your buyers use. The problems they’re facing. The concerns that are most important to them.

Without that, it’s just a template collecting dust on a hard drive.

Catch the full episode of The Campaign wherever you listen to podcasts.

04/30/2026

The marketers who become leaders aren’t the ones who mastered one channel.

SEO. Paid ads. Content. Demand gen. Specialists were once praised for that focus. Now it’s a ceiling.

The ones who rise are the ones who say yes when something unfamiliar lands on their desk. Who pick up PR after 15 years away from it. Who stretch beyond the job description without being asked.

Whitney Goldstein calls it being a Swiss army knife. And she thinks it’s the thing most marketers are missing.

Whitney’s full episode of The Campaign is available wherever you get your podcasts.

04/28/2026

Most teams measure AI success by speed. Whitney Goldstein thinks that’s the wrong question entirely.

If your team can’t point to a repeatable process, a defined outcome, and a real impact on the business, you’re not using AI strategically. You’re just using another tool.

So her team paused. Stopped counting tools. Stopped celebrating faster turnarounds. And started asking: what is this actually changing?

That discipline is rare. And it’s exactly why it works.

🎙️ Catch Whitney’s full episode of The Campaign wherever you listen to podcasts.

04/23/2026

Most marketing teams wait for engineers to hand them the story.

Whitney Goldstein’s team learns it well enough to tell it themselves.

The marketing team at Gorilla Logic runs internal trainings, builds out the pitch, stands up in front of a group, and invites critique. Not because they’ll ever sit in a real client meeting. But because showing that level of investment changes how engineers see them entirely.

That’s what being a true partner actually looks like.

🎙️ Catch the full episode of The Campaign wherever you listen to podcasts.

04/16/2026

We had a client with an eight-month-old website. No AI search citations. No brand mentions. Basically invisible.

One week after implementing schema markup, they had nearly 48 brand mentions across AI platforms.

Here’s the insight behind it: LLMs are lazy. They want the fastest, clearest answer they can find. Schema markup hands it to them on a silver platter.

If your site isn’t structured for LLMs to read easily, you’re not even in the running.

Hear the full conversation on The Campaign, available wherever you listen to podcasts.

04/14/2026

Ranking on Google and showing up in ChatGPT are not the same thing.

Mike, Head of SEO at 97th Floor, actually ran the numbers. Out of ten pages that rank in Google, only about two show up in ChatGPT or Perplexity results.

It’s not a one to one relationship. Not even close.

Does a strong Google presence help? Yes. Does it guarantee anything in AI search? Not really.

That’s the nuance most brands are glossing over right now.

Check out the full conversation on The Campaign, wherever you listen to podcasts.

04/09/2026

Everyone’s scrambling to figure out AI search like it’s some brand new game. But Blake, Account Director at 97th Floor, made a point that’s worth sitting with: 80% of it is the same as traditional SEO.

Content. Site structure. Technical health. Offsite signals. All still matter.

The 20% that’s shifting? It’s mostly things that were already important, just carrying more weight now.

If you’ve been doing SEO the right way, you’re not starting over. You’re already ahead.

Full conversation on The Campaign. Listen wherever you get your podcasts.

04/02/2026

They gave him $500K and told him to come back with one idea.

Two days after leaving his company, Daniel got a call.

“We have $500,000. What do you want to build?”

He showed up Friday with 10 ideas and asked for a million to evaluate them all.

They sent him home with one instruction: one idea, Monday morning.

That idea became a 26-year company.

Listen to Daniel’s full conversation on The Campaign wherever you listen to podcasts.

03/26/2026

Why waiting for certainty is the reason most founders never start.

"It felt like a stupid idea. Who needs this? We all have phones."

That was the market's reaction when Daniel joined as SVP of Sales & Marketing at an early-stage startup.

→ No proven concept
→ No clear roadmap
→ Just a small basement and a team of great engineers

4 years later, they rang the bell on NASDAQ.

The people who win big aren't the ones waiting for certainty, they're the ones who get thrilled by not knowing what's on the other side.

Check out the full episode on The Campaign, wherever you listen to podcasts.

Address

2600 W Executive Pkwy, Ste 180
Lehi, UT
84043

Opening Hours

Monday 9am - 5pm
Tuesday 9am - 5pm
Wednesday 9am - 5pm
Thursday 9am - 5pm
Friday 9am - 5pm

Telephone

+18013411986

Website

https://97thfloor.com/articles/podcasts/ai-search-what-seos-need-to-know-and-do-right-now/

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