Bonus Episode · with Chris Williams & Tommy Green
A live bonus episode recorded at Atlanta Tech Week: Chris Williams and Tommy Green on AI, answer engine optimization, and the fundamentals behind every website that ranks.
The episode
This one was recorded live and loud, on the floor of Ponce City Market during Atlanta Tech Week, with Nick Constantino flanked by Chris Williams of Elite Web Professionals and serial entrepreneur Tommy Green. Green opens with his own path: digital marketing led him into a string of businesses, with SEO as the through-line, and he now both runs his own sites and sells that same skill set to clients. Williams is there promoting his book on the thirty-three reasons a business needs a website in 2025, and the two spend the first stretch on a fundamental a lot of business owners still skip: start somewhere. Put up the page, claim the space, and stop assuming a topic has already been covered enough that it doesn't need your version of it.
From there the conversation turns to scale. Green walks through why a service business with ten cities and three service lines should be building thirty distinct pages, one for each service-and-city pairing, because that's literally how customers search: not “tree service” but “tree removal in Sandy Springs.” AI has made producing that volume of location-specific copy dramatically faster, but Constantino pushes back on treating AI as a crutch. Inputs still decide outputs; a business that isn't authentic about what it's trying to accomplish is just running a machine to generate noise, and Google's whole job is separating noise from what people actually want to spend time with.
The back half gets tactical: structuring pages as direct question-and-answer content for the AI-search era, building a visible FAQ block into every service page, and using AI to convert existing blog content into video without redoing the underlying work from scratch. Williams and Green agree that trust has become the deciding factor over the past six months, more than it has been in years, and that neither of them is worried about being replaced by the tools, only by competitors who use the tools with more discipline.
“AI has even the playing field for everyone. Now everyone has an opportunity to make millions of dollars, if you can ask the right question.”
Chris Williams
What to take from it
In their words
“Don't use AI as the thing to fall back on. You have to put given inputs to get outputs. If you're not authentic in the mission you're trying to accomplish, you're just throwing this machine to make outputs.”
Nick Constantino
“It's within you to be an executor. You have to be able to look at that screen and then execute the things that are on that page.”
Tommy Green
“Your website has to answer all your customers' questions. Whether it's a blog, an FAQ, or a site page, it has to be big enough to answer everything your customer is looking for.”
Chris Williams
Questions this episode answers
Welcome to the Marketing Mad Men. We have a special edition of the show right now. We are at Ponce City Market. It is loud, it is fun, which is great, Atlanta Tech Week. I am with my boy Chris Williams from Elite Web Professionals, and I'm with Tommy Green. Tommy, tell me about yourself.
Serial entrepreneur, started with digital marketing and kind of rolled that into a few different other businesses. SEO is the crux of it. Understanding how your SEO makes your website rank on Google is really important, and there's a lot of money in there. I've been able to build a business for myself, and I also have clients that I do those services for.
Chris, it seems like nowadays everybody writes a book. What makes this book different?
This book is different because this is my life. I've been doing websites for 16 years, I've built over 400 of them, and I have a 100% success rate getting my clients ranked on Google. I came up with thirty-three reasons why you need a website right now, because I believe everyone needs a website today, whether you own a business or not.
Tommy, you're a serial entrepreneur. What do you wish you could go back and tell yourself when you were starting?
Just get started. It took me a while, because I started at companies where I got the skill sets, and I wasn't brave enough to go out and do it myself for a while. Once I finally took that jump, I realized it wasn't as hard as I thought. Once you get a couple of clients and learn the skill set, it's something no one can take away from you.
Chris, talk about the advent of AI, and how your fundamentals matter even more as you have to change dynamically and quickly.
AI has evened the playing field for everyone. Now everyone has an opportunity, if you can ask the right question. When you start out, create your services, all the services you offer, then move to every location you serve and create a page for it, and a page for each service in each location. AI gives you the ability to do that so much faster than before, when you had to have a writer for every single page.
I want to hand this to Tommy for a second, but one thing I strongly encourage everybody: don't use AI as the thing to fall back on. You have to put given inputs to get outputs. If you're not authentic in the mission you're trying to accomplish, you're just throwing this machine to make outputs and mechanisms.
Yes is going to give you all the answers, but it's within you to be an executor. You have to be able to look at that screen and then execute the things that are on that page. The creating of a more robust website and more content can be sped up through AI, but you have to know where and what to put these things in order to really feed the search engines.
Let's talk about the difference between answer engine optimization and the older school search engine optimization.
You have to think like your customer. The more your website answers the questions people are searching for, the more you beat out the person who has just a two page website. It's all about making your website bigger, better, and once it answers all the questions possible, you find yourself at the top. I'm going to give you the secret weapon: put a section on your website that says FAQ, and put ten questions of your industry on it. That helps the search engine associate that page with the questions people ask.
Let's talk about TikTok becoming a search engine in itself, and why living in those parameters of TikTok and LinkedIn has become so important.
Each one of those platforms wants to keep your attention, so they all have their own SEO life under the hood, their own search terms, their own metadata. We take our blog posts and use AI to convert them to videos, then put them on YouTube, so now we have a video version and a blog version, and it makes us rank and makes us more authoritative across both.
Top two things you've seen change the quickest over the past six months?
The algorithms and machines have gotten smarter about what is good and bad content, and what these platforms reward is genuine, authentic, admitting-errors content. It used to be you chase five stars; now it's how you respond to a one-star review that matters. I think that authenticity is the thing that's changed the quickest.
Your website has to answer all your customers' questions.
Whatever your customer could possibly type into Google has to live on your website somewhere, whether it's a blog, an FAQ, or a site page. Your site has to be big enough and answer all the questions your customer is looking for.
I love it, I've got to roll, but I appreciate everybody. Thank you guys very much.
From the show to your numbers
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