Search is changing fast, and the old playbook is breaking. In this 30-minute session, Becca Searns and Shaun Chojnacki of Haley Marketing tackle two halves of the same problem: how to get found when people are asking ChatGPT instead of scrolling Google — and how to actually convert them once they land.
Becca breaks down conversion rate optimization: why most staffing sites were built to recruit, not to sell, and the framework that fixes it. Shaun follows with the tactical side of AI search — knowledge gaps, listicles, AI overviews, and the new acronyms every marketer needs to know.
Practical, tactical, and something you can start using today.
Expect to Learn:
- Why 98% of your visitors leave without doing a single thing — and why your site might be the culprit
- The three questions behind every high-converting site: drivers, hooks, and barriers
- The "people are goldfish" rule — you get 3–5 seconds to answer what you do, how you do it, can you do it for me, and am I in the right place
- Why clear beats clever, why carousels kill conversions, and why short forms win
- How search is shifting to ChatGPT, Google AI Overviews, and TikTok — and what "topical authority" really means
- The AI knowledge gap strategy: writing listicles for niche roles and geographies nobody else owns
- How one client won 14,000+ AI Overviews in six months
- Why SEO still matters — LLMs pull from page one, and they click anywhere on it, not just the top three
- The new alphabet: AIO, GEO, and AEO — what each one is and how to optimize for it
- Why FAQs, schema, reviews, and press releases now do heavy lifting
About the Guests:
Becca Searns, Director of Creative Services, Haley Marketing
Becca grew up with marketing at the dinner table. That instinct led her home to Haley Marketing, where she leads the quality of creative services and shapes the design and user experience across Haley Marketing’s products. She holds a BFA in New Media Design and an MBA from Rochester Institute of Technology. But her real education came from seven years traveling internationally. That mix of formal training and on-the-ground experience is what lets her deliver creative solutions that are world-class, easy, and affordable.
Shaun Chojnacki, Senior Marketing Strategist, Haley Marketing
Shaun brings nearly a decade of expertise in digital marketing, SEO, paid media, and content strategy. Before joining us, Shaun served as Marketing Director at iPost, driving impressive results like boosting organic traffic by 100% and increasing lead conversion rates through targeted SEO and paid media strategies. He’s also managed substantial marketing budgets and played key roles on senior leadership teams for large e-commerce companies.
