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reference llm seo playbook bj enoch

memory · reference_llm_seo_playbook_bj_enoch.md

Provenance

The framework (BJ's words preserved)

F1. Probabilistic vs deterministic search

> "with a search engine like Google, you get a ranked list of web pages... It's the fixed repeatable results from a loosely defined set of rules... with LLMs. It's a synthesized answer and it's based off of essentially text prediction... you can get different answers every single time. it's really highly personalized and that's the probabilistic side"

Implication: Stop thinking "rank #1." Start thinking "weight of inclusion."

F2. Pages vs passages

> "search engines rank pages of a website. LMS are looking at passages of content."

Implication: Restructure long-form content into self-contained Q&A passages. Each section = one answer to one question.

F3. The 4 LLM source-selection criteria

> "is it authoritative... Is it relevant... does it directly answer their question... is it retrievable?"
CriterionWhat it means
AuthoritativeReferenced by multiple sources, appears credible
RelevantDirectly answers the question being asked
Useful"does this give enough information for somebody to make an actual decision"
RetrievableCrawlable text — "if you put a bunch of text in an image, that's not retrievable for an LLM"

F4. Conversion economics — LLM leads are 8x more valuable

> "the click-through rate from links on LLMs is less than 1%... versus, 30-ish% for the first organic search result... our conversion rate of all users who come to the website... compared to the conversion rate of users who come from chat GPT and convert into management leads, it's over 800% higher"

Implication: LLM-sourced leads are pre-qualified. Even a small share of total volume is disproportionately valuable. Treat LLM channel as premium pipeline.

F5. Scams to ignore

> "you can pay to show up in chat GPT. you cannot... stuffing your content with keywords to train the AI doesn't work... anything that tells you that, you're going to be number one in chat GBT or guaranteeing results... that's not going to work"

Implication: Reject all "guarantee" pitches. They're scams.

The 6 source categories LLMs pull from

> "we can kind of boil it down to six sections... your website... Google Business Profile... reviews [Yelp, BBB, OTA reviews]... directories [tourism, chamber, PM directories]... forums [Reddit, Facebook groups, Next Door, Trip Advisor]... news and press"

SourceLLM dependencyCostGC tactical priority
Your websiteHeavy (ChatGPT, Gemini)Routed via JasmineHigh — passages-vs-pages refactor
Google Business ProfileHeavy (Gemini, AI Overviews)FreeHIGHEST — quick win
ReviewsHeavy (all LLMs, esp. Perplexity)Mostly freeHigh — owner-response gap
DirectoriesMedium (varies by LLM)Mixed (chamber paid)High — citation gap audit
ForumsHeavy (Perplexity)FreeMedium — Reddit, Trip Advisor monitoring
News and pressMedium (Gemini esp.)Free with hustleMedium — local press pitches

Per-LLM citation preferences

> "Chat TBT and Google Gemini place kind of a premium on what's on your website. Chat TBT looks at other directories and listings a lot more than Google does. Perplexity is just absolutely infatuated with Trip Advisor forums and discussions"

LLMPreferred sources
ChatGPTWebsite + third-party listings/citations
Google Gemini / AI OverviewsGBP, review platforms, press/PR
PerplexityTrip Advisor, Yelp, local directories (UGC heavy; own website lower)
ClaudeSmart enough to reject best-of-list spam (BJ's words)
GrokLimited data — usage smaller
DeepSeekMany sites blocking it ("Chinese spyware" perception)
Implication: Optimize for the platforms each LLM trusts. Don't expect one tactic to lift all of them.

Service-area-business penalty

> "if you operate as a service area business. So meaning you do not have a publicly published address... You are at a disadvantage to ones that actually do have the business published"

GC flag: Confirm whether SkyRun GC has a verified physical address in market. If not, this is a known LLM penalty.

Google Business Profile playbook (highest leverage)

Add marketing@skyrun.com as manager — non-negotiable.
ElementBJ's guidance
Primary category"property management company" recommended for most SkyRun locations
Secondary category"vacation home rental agency"
Service areasAll cities + zip codes served (Winter Park, Fraser, Granby, Tabernash, Grand Lake)
DescriptionUse all 750 characters
Photos"don't blast a thousand right away, but add a lot" — properties, exteriors, local events
Services & productsCustom entries OK (e.g., "Pre-purchase STR consulting," "Hot tub installation guidance")
Posts"strong correlation between regular updated posts for the Google business profile and higher levels of inclusion in both local search and inside of LLMs" — interface buggy, retry next day

Review playbook

> "Yelp and the BBB that we all hate are still super important"

Tactics:
1. Get reviews outside the OTAs — Google, Yelp, BBB
2. Email/SMS post-stay nudge for second-platform review
3. Detail matters — "if somebody just leaves a fivestar review and says, 'It was great.' That carries a lot different weight than if somebody says, 'we rented a three-bedroom condo in downtown and it was within walking distance to shopping and restaurants'"
4. Don't blast — "You don't want to blast a hundred in a day. you want them to come in naturally"
5. Respond to every review including negatives — seed long-tail keywords in responses ("thank you for entrusting your home with us for short-term rental management in [Winter Park]")
6. Confirmed: "Google's LM pull the content of your review responses... it does" (Park City example)

Local citation strategy

Press / earned media

> "sponsor your kids soccer team. or if there's an event happening, if there's a travel baseball tournament... reach out to them about, being listed as a lodging partner... You probably don't have to pay anything"

Sundance moving to Boulder example — Skyron Foothills got listed as lodging partner for free.

Awards / Best-of (GC named directly)

> "Grand County is a great example of this that, Rachel has been listed as the number one property management company in Grand County for multiple years running. And that best of page gets cited in lots of LLM responses. It provides great link value and equity. and it adds a lot of credibility to that market."

Implication: The Best of Grand County award is already an active citation signal. Protect it, replicate it, monitor every URL that cites it.

STR licensing / regulatory content (BIG ONE)

> "you really want to become the undisputed source of truth for your market. So, short-term rental regulations inside your market... it is impossible to find one concise place of here is what you need to know about short-term rental licensing... that's one of the things that help really demonstrate local expertise and surfaces in a huge way inside of LLMs"

Action: Build the definitive STR-regs-by-municipality guide for Winter Park, Fraser, Granby, Grand Lake, Tabernash. Joseph already has Blog Post #1 drafted on this (Brand & Marketing/Blog Post - Grand County STR Regulations Update.md) — this validates that direction.

Seasonality content

> "fair amount of search volume activity that probably translates into LLMs around understanding seasonality and shoulder season... what are things that homeowners can do to make their property more attractive for offseason and shoulder season"

Neighborhood / area guides

> "The neighborhood and area guides are killer for this as well. Sebastian and Jasmine did a great one for Denver that gets a ton of traffic and it gets pulled into LLMs constantly"

Both homeowner ("where to buy") and guest ("where to stay") queries hit these. Model: the Sebastian/Jasmine Denver guide.

Best-guest-category pages

> "best guest category pages. So, those are the, good for groups, pet friendly, those sorts of things. Those are a gold mine for both homeowners and guests."

For GC: Pet-Friendly, Good for Groups, Ski-In/Ski-Out, Hot Tub, Family-Friendly, Corporate Retreats.

Homeowner FAQ playbook (Maura's contribution)

> Maura: "this doesn't have to be a huge heavy lift... when you get a call from a guest and they ask you a question write it down and add it to your FAQs. Same thing with homeowners."

> Maura's anecdote: Denver altitude FAQ "ended up driving just that FAQ drove a bunch of inquiries and traffic to the Denver site"

Top homeowner fears to address (BJ enumerated):

Implication: Mine Joseph's transcripts (Hadank, Weber, Devine, Hart, Pole Creek) for actual recurring homeowner questions; auto-add to FAQ.

Content quality rules

> "don't just rewrite somebody else's don't just rehash it... do the best that you can of expert local knowledge... Give clear factual directly answered focused stuff... use a structured and scalable format... use experience driven natural language."

> "what's best for families, what are walkable locations, what are great for people who want to experience art or night life or golf, fishing"

Specialize per audience: skiers vs corporate retreats vs baseball teams need different amenity copy.

Transparency on pricing (CRITICAL VOICE RULE)

> "you cannot say hey Skyron blank is going to charge X percentage as a management fee... if you can't give an exact number, talk about what are the reasons you can't give a basic number... why does that make you better? Because you're not giving a set number because you're not doing one-sizefits- You're customizing"

Reconciliation with GC voice rules: Joseph CAN say 30% flat in cold (per feedback_commission_messaging.md); BJ's rule is for HQ-level brand content where the % varies by location. For GC pages, lean into "30% flat, no hidden fees" as a transparency win.

Case studies (CLAIMABLE)

> Maura: "two free case studies" per year per franchise. "We'll help you write two of those for free every year. we can do more than two as well for additional paid services."

Implication: GC has not claimed the 2 free 2026 case studies yet. Pick the strongest narratives now. Hadank Snowblaze post-launch is a likely Q3 candidate. Linda & Randall (referenced in 03_MARKETING_DEMAND_GEN.md) is the only existing case-study mention.

Time horizon (BJ's stated phasing)

Content-creation hack for non-writers

> "turn on the recording on your phone or if you've got something like Plaude, one of those, AI recorders, just dictate it. If somebody called you and said, 'Hey, we're coming to your area for two weeks at this time. where should we stay and what should we do?' just dictate that. and then get it transcribed"

GC angle: Joseph already has the transcript pipeline (transcript-scan cron). Repurpose existing call transcripts as content seeds.

Yelp consolidation (HQ initiative)

> "Yelp is going to allow us to have 10 locations under our Yelp for business. At that point, we have to transition to what's called Yelp for brands... we're centralizing all of the Yelp profiles under one current master kind of profile under marketing at"

Cost: "a dollar per day" to show logo, etc. GC action: wait for BJ's outreach for verification screen-share.

Top quotes worth memorizing

> "What truly drives the needle on all of this is building local authority and presence in your market, getting mentioned across the web and not just in inside of your own website."

> "You really want to become the undisputed source of truth for your market."

> "The more places that you appear with consistent positive information, the more valid you are going to appear overall."

> "All of this is the whole kind of theory like a rising tide lifts all ships."

> "That doesn't mean that you need to go, spend a bunch of money with me or even with SPMS or with anybody else, but you should be investing your time and resources into helping, elevate this." — BJ explicitly opening the door for in-house execution

VP-of-Marketing agent action-item harvest

Tier A — Agent can DO autonomously today ($0, in-house)

1. GBP audit — verify primary category = "property management company" / secondary = "vacation home rental agency" / 750-char description full / service areas populated / marketing@skyrun.com added as manager 2. Inventory all reviews across Google/Yelp/BBB/Airbnb/VRBO; flag any without owner-response; queue keyword-seeded responses 3. Detail-score current reviews — flag generic 5-stars; design a guest-side prompt that nudges detail 4. Audit GC website for passages-vs-pages structure; queue refactor proposals to Jasmine 5. STR-regulations-by-municipality definitive guide (expand Blog Post #1 + reference_municipality_startup_costs.md into the public source-of-truth doc) 6. Seasonality content — homeowner ROI primer for shoulder season + guest "when to come" guide 7. Neighborhood/area guides — Old Town WP, Granby Ranch, Grand Lake, Tabernash, Fraser (both buyer + guest angle, model: Denver guide) 8. Best-guest-category pages — Pet-Friendly, Good for Groups, Ski-In/Ski-Out, Hot Tub, Family-Friendly, Corporate Retreats 9. Homeowner FAQ section — top 6 fears (income, cost, parties, hidden fees, compliance, insurance) 10. Running FAQ harvester — mine Joseph's call transcripts for recurring homeowner questions; queue new FAQ entries 11. Local partnership reciprocity audit — pull every local business GC links to; verify reciprocal listing 12. Best-of-Grand citation watch — enumerate every URL citing Rachel/SkyRun #1; monitor for changes 13. GBP Posts pipeline — auto-draft weekly posts (new listings, contests, seasonal specials, events) 14. Review-response keyword seeding — auto-draft templates with long-tail location keywords

Tier B — DRAFT for Joseph approval (B-with-approval)

15. Local press outreach to Sky-Hi News, Winter Park Times — STR regulation, seasonality, market trends as expert quotes 16. Sponsorship asks to local events (kids' soccer, travel baseball, Winter Park festivals) for "lodging partner" listings 17. Chamber-of-Commerce join applications — Grand County, Winter Park, Granby, Grand Lake, Fraser (all overlapping) 18. Custom GBP "Services & Products" — Pre-purchase STR consulting, Hot tub installation guidance, Compliance navigation 19. Claim 2 free case studies for 2026 — request from Maura; identify GC homeowner candidates (Hadank post-launch, Linda & Randall, Devine post-launch) 20. Off-OTA review request templates — SMS/email post-stay nudges to Google or Yelp

Tier C — Requires Jasmine/HQ coordination

21. Yelp consolidation — get GC profile under marketing@ master account 22. Get GC's custom 90-day plan — Maura confirmed sending Apr 29; ETA "next couple of weeks" 23. Get the slide deck and recording — Jasmine to email per Apr 29 note 24. Get the unnamed ChatGPT-search-volume tool — BJ tried to share via chat (link "not delivered"), promised follow-up via Jasmine 25. Apply Michael LeClerc's Yelp-filtered-review escalation learnings to GC

Tier D — FLAG, do NOT do ($0 budget)

26. BBB accreditation (paid annual) — flag for Joseph 27. Tourism directory pay-to-play — flag costs before commit 28. Yelp paid ads — HQ-level decision 29. Plaude AI recorder — Joseph already has voice transcription; decline 30. Direct Dry Fly engagements beyond included SPMS — BJ himself said don't

Open questions / gaps for Jasmine + Maura

1. Slide deck + recording from SkyRun Drive — exact path 2. The unnamed ChatGPT-search-volume tool BJ failed to share 3. GC's custom 90-day plan ETA (Maura's Apr 29 commitment — "couple of weeks") 4. SAB penalty status — does GC have a verified physical address? 5. Current GBP primary category — is it set to BJ's recommendation? 6. Yelp consolidation status for GC 7. Best-of-Grand citation enumeration — what URLs already cite Rachel/SkyRun #1? 8. Trip Advisor strategy — HQ-level or organic-only?

How this layers on existing memory

What replaces what (Dry Fly services)

BJ explicitly opened the door ("That doesn't mean that you need to go, spend a bunch of money with me"). The agent can now absorb in-house:

What stays with Dry Fly: Yelp consolidation (HQ-level), enterprise LLM dashboards (cost prohibitive — "the API tokens add up... gets quite frankly really expensive"), industry connections, ad campaigns.