Essey Marketing

07/06/2026

Small businesses often reach out to me wanting to invest more money into SEO. From their perspective, it makes sense:
More traffic = More visibility = More leads.

But this is usually not the case, and the deeper issue is rarely a need for more traffic.

Often... The website did not clearly explain the offer. The service pages sounded like every competitor. There was little proof of past work. The calls to action were vague. The form created friction. The follow-up process was inconsistent. Even if SEO worked, the business would have been paying to send more people into a funnel that could not convert them.

That is one of the most expensive mistakes in marketing.

A few takeaways from this week’s Essey Marketing newsletter:
– Traffic does not fix unclear positioning
– Rankings do not matter if the page does not build trust
– More leads expose broken follow-up systems
– SEO works better when the offer, proof, page, and process are aligned
– A weak funnel turns good marketing into wasted spend

SEO always matters. But before a business dumps money into search visibility, it needs to ask whether the business is ready for the attention.

Read this week’s Essey Marketing newsletter to rethink SEO as a business clarity problem, not just a search visibility problem.

Newsletter:

SEO improves when the business earns trust through clearer offers, better service, stronger content, and cleaner ex*****on.

06/19/2026

From June 19 through June 27, Essey Marketing is proud to match up to $1,000 in donations to the Cystic Fibrosis Foundation through Pittsburgh’s 50 Finest.

This cause matters deeply to us because medical research, better treatments, and community support can change the future for people and families living with cystic fibrosis.

If you have been thinking about giving, this is the week to do it. Your donation can go twice as far.

Donate here: finest.cff.org/pittsburghfinest2026/Donate/Index/2166732

Every gift helps. Every share helps. Thank you for supporting this mission.

06/15/2026

Google Search is becoming more conversational. That sounds like a search trend, but it creates a much deeper marketing problem (newsletter link in our bio).

A lot of websites answer the first question and then stop being useful.

They explain the service, product, or category. Then the buyer asks the question that actually matters: What happens next? What does this cost? Who is this right for? What should be compared? What are the risks? Why should this company be trusted?

That is where many websites get thin.

A few takeaways:
– AI search will expose vague, duplicated, and disconnected content
– The next question is often where trust begins
– More content does not automatically mean more clarity
– Strong websites turn sales knowledge into public decision support
– Enterprise teams need governance as much as optimization

Search is changing, but the harder work is still clarity, judgment, and follow-through.

Read this week’s Essey Marketing newsletter for a practical look at what conversational search means for websites, content strategy, and trust.

Newsletter:

Google Search is shifting to AI conversations. Learn why websites need content that answers the next question, not just the first keyword people type.

06/04/2026

A brand can explain what it sells in seconds. The harder question is "why" anyone should care.

Brand storytelling gives people a reason to remember the business. It connects an offer to a purpose and the people the company hopes to help.

Brand stories:
– Explain why the business exists
– Show the human motivation behind the work
– Support product details instead of replacing them
– Build trust through proof and action
– Help customers understand what makes the brand different

The best stories are not exaggerated. They are true, specific, and visible in the customer experience.

A company’s “why” should appear beyond its About page. It should shape content, emails, product pages, videos, and customer stories.

Read this week’s Digital Marketing for Students newsletter to learn how to build a brand story people can understand, trust, and remember.

Newsletter:

Learn how brand storytelling helps businesses share their why, build trust, connect with customers, and create a memorable marketing message online.

06/02/2026

A huge thank you to Renewal by Union Cleaner for supporting my Pittsburgh’s 50 Finest campaign benefiting the Cystic Fibrosis Foundation.

I’m grateful for local businesses that invest in causes that strengthen our community and help advance the fight against cystic fibrosis.

Please consider supporting Renewal by Union Cleaners and the businesses that give back to our region!

Businesses like Renewal by Union Cleaners demonstrate the impact local organizations can have when they invest in their communities.

If you’d like to support this fundraising effort for the Cystic Fibrosis Foundation, donations can be made here:

05/21/2026

One of the things I love most about Pittsburgh is that businesses here still care about their communities.

You see it at local fundraisers.
You see it when a family is going through something difficult.
You see it when local businesses decide to support something bigger than themselves.

People here still show up for each other.

That’s part of why I’m honored to be part of Pittsburgh’s 50 Finest through the Cystic Fibrosis Foundation and why I’m currently working to raise $15,000 to help fund research, treatments, and support for families impacted by cystic fibrosis.

I’d love to see Pittsburgh businesses come together around this cause.

If your business would like to donate, sponsor, or help support the campaign, I would truly appreciate it. Every contribution helps move research forward and supports families who need it most.

I also want to publicly recognize the businesses willing to step up and support the cause because I think those businesses deserve to be highlighted. Businesses that donate will be recognized across my personal and business social media platforms through spotlight posts, Instagram/Facebook stories, LinkedIn recognition, business tags, logo placement, and future campaign-related content throughout the fundraiser.

This city has always taken pride in showing up for people.

I hope we do it again here.

Donation link: finest.cff.org/pittsburghfinest2026/Donate/Index/2166732

05/19/2026

AEO and GEO are useful terms. They are not a marketing strategy.

Google’s latest guidance on generative AI search makes something clear that marketers should not ignore: AI visibility still depends on the work teams often skip.

Clear pages. Useful content. Technical accessibility. Original insight. Stronger proof. Better answers.

The issue is not whether marketers should learn new language around AI search. They should.

The issue is when new language becomes a substitute for fundamentals.

– SEO is still foundational to generative AI visibility
– AEO and GEO can frame the shift, but they do not replace ex*****on
– Generic content loses value when AI can summarize common knowledge
– Paid media pages need different treatment if they are expected to live beyond a campaign
– The real advantage is content that is useful, specific, crawlable, and trusted

Read this week’s Essey Marketing newsletter to understand why AEO and GEO are useful terms, but not replacements for clear content, technical accessibility, and trust.

Newsletter: https://www.linkedin.com/pulse/aeo-geo-useful-terms-marketing-strategy-chris-essey-4v40c

Google’s AI search guidance shows why AEO and GEO can frame change, but SEO fundamentals still decide whether content earns lasting visibility online.

05/08/2026

Most businesses do not need “more marketing.”
They need the right strategy, the right systems, and the right ex*****on behind it.

From SEO and website development to paid media, social media marketing, and digital strategy, every service we offer is built around one goal: helping businesses grow in a way that actually lasts.

No shortcuts. No vanity metrics. No one-size-fits-all plans.
Just thoughtful marketing built around your business, your audience, and your long-term goals.

If your business is ready to grow with intention, let’s talk.

esseymarketing.com
724-255-4056

05/07/2026

Small businesses are not behind because they are ignoring AI.

Many are already using it.

The real problem is that too many are using AI as a shortcut instead of a marketing system.

AI can help a small business write faster, plan smarter, analyze customer questions, improve website content, and support SEO. But it cannot fix weak positioning, unclear offers, generic messaging, or a poor customer experience.

The businesses that win with AI will not be the ones that publish the most content. They will be the ones that use AI with better judgment.

Key takeaways:
– AI should support strategy, not replace it
– More content does not always mean better marketing
– Brand voice still needs human direction
– AI search rewards clear, helpful, specific content
– Customer insight is still the strongest marketing asset

Read this week’s Essey Marketing newsletter to learn what small businesses are getting wrong about AI right now.

Newsletter:

What small businesses get wrong about AI marketing, plus how to use AI for better strategy, SEO, content, and customer trust.

04/30/2026

Most brands don’t struggle with what to say. They struggle with how they say it.

Brand voice and tone shape how people perceive, trust, and engage with your content. When done right, they create consistency, clarity, and connection across every channel.

Here are a few key takeaways:
– Brand voice is your consistent personality across all content
– Tone adapts based on context, platform, and audience
– Consistency builds recognition and trust over time
– Clear voice improves content quality and team alignment
– Tone directly impacts engagement and conversion

Strong messaging is not just about information. It is about delivery. The brands that stand out are the ones that sound intentional, human, and consistent.

Read this week’s Digital Marketing for Students newsletter to learn how to define and apply brand voice with confidence.

Newsletter: