Always Be Testing: Real SEO/SEM Plays for 2026 | Ep. 43 w/ Peter Kalanda (3 Horizons Interactive)
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Always Be Testing: Real SEO/SEM Plays for 2026 | Ep. 43 w/ Peter Kalanda (3 Horizons Interactive)
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About this listen
If you feel like your ad dollars buy less every month, you’re not imagining it. Peter Kalanda (Co-Founder, 3 Horizons Interactive) and I unpack what’s still real in SEO/SEM...and where to double down as LLM search starts stealing clicks.
Highlights
- Paid as visibility tax vs. conversion: how to target so small budgets don’t vaporize.
- Run SEO and SEM as one system (structure, titles, keywords, quality score).
- Local/service landing pages that rank...and don’t clutter your nav.
- ABT: Always Be Testing from forms to fulfillment.
- LLM search is already in analytics; teach users branded prompts to find you.
Chapters
0:00 Cold open
1:00 Peter’s path, hospitality → EY → SEO/SEM
5:00 Paid that actually converts
7:15 SEO + SEM together
8:30 Landing-page pattern
11:30 ABT: Always Be Testing
12:10 First fixes
13:00 AI design vs human design
16:00 LLM search strategy
18:30 Free mini-audit & close
Guest Links
• 3 Horizons Interactive: 3h-i.com
Host Links / CTAs
• Transition Leadership Foundation Call (20 min): https://calendly.com/adamwbarney/foundation-call-20min
• Subscribe on YouTube: https://youtube.com/@adamwbarney
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