Ethan Leonard HartmanEthan Leonard Hartman

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Key Highlights Understanding the December 2025 Core Update for Ambitious Businesses Every few months, Google recalibrates how its search engine evaluates and ranks content. The December 2025 core update was one of those recalibrations — and it was a big one. It started rolling out on December 11 and finished 18 days later, on December … Read more

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The Trap I Fell Into: Building a Perfect Business Nobody Wanted Yet I spent the first six months obsessing over deliverable quality. Built processes, documented workflows, created templates for services I hadn’t sold yet. My thinking was simple: get everything dialed in first, then go find clients. Except by month seven, I had beautiful systems … Read more

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The Importance of a Strong Foundation for Your Website Most founders assume their website will start generating sales the moment it goes live. That assumption costs them months of frustration. Your website needs to do something else first—it needs to earn trust. Before anyone buys from you, they need to believe you’re legitimate, capable, and … Read more

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Common Triggers for Website Redesign Requests Your website looks dated. You saw a competitor’s site and thought, “We need that.” These are the usual starting points for a redesign conversation. The site doesn’t reflect where the business is now. Maybe users complain about navigation, or your metrics just aren’t moving the way you expected. But … Read more

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The Hidden Costs of a Distrusted Website Your website might be getting traffic. But traffic isn’t trust. If the site feels off—outdated web design, clunky navigation, something just slightly wrong—site visitors leave. They don’t fill out the form. They don’t call. They click back to search engines and find someone else. Broken links, vague copy, … Read more

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Let’s Define “Website Clarity” Where Modern Businesses Are Concerned Website clarity isn’t about clean layouts or trendy animations. It’s about user experience at first contact. The moment someone lands, they’re subconsciously asking three things: Where am I? What can I do here? Why should I care? Those answers shape first impressions, and they happen fast. … Read more

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Understanding the Landscape: Buying Links vs. Earning Attention Here’s the thing about search engine rankings: everyone wants them, but not everyone wants to do the work. That’s where the fork in the road shows up. Do you buy links—pay a website to slip a backlink into an article—or do you earn them through actual value? … Read more

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Understanding the Shift to Google AI Search Traditional search used to be simple.Type a query, scan a list of search results, click a link. That model is fading. With AI mode and AI Overviews, the search engine now acts more like a decision layer than a directory. Instead of sending users off to explore ten … Read more

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Bearded man in a dark gray t-shirt with a forearm tattoo sits at a white table with a laptop, looking at a person nearby in a bright office.

The Transformation of SEO in the Age of AI The integration of AI into search engines marks the biggest shift the digital landscape has seen in years. AI search has changed how people interact with traditional search, how search algorithms interpret queries, and how information appears at the top of search results. With the rise … Read more