Search Everywhere. Serve One.

Hi friend,

Lance here. Today’s email centers around a new mantra we are building towards at Avalanche, “Search Everywhere. Serve One.”

🚨 The Problem

Feeds scream “organic traffic is dying” or “bye, Google” with studies about how traditional search is changing in the age of AI.

But it just doesn’t matter.

What happens in the macro shouldn’t distract you from what matters in the micro – your audience.

🏃 Activity

1. Map the buyer journey and channels.
   Actually talk to your customers. Survey them, get them on Zoom calls, ask the right questions about their internet behavior and where they go to ask questions and spend time on the internet.
2. Prioritize where to show up first. Score each channel by intent strength, reach, competition, and time to value. Put the short list into a simple channel-priority sheet.
3. Build a content library on your site. Turn the most searched questions into pillar pages and FAQs that humans and AI assistants can parse immediately.
4. Repurpose with AI, keep the soul human. Use AI to atomize pillars into channel-native formats, short videos, audiograms, carousels, TikTok explainers, and ChatGPT-ready Q&A. Add your lived examples and proof so it does not read like oatmeal.
5. Measure and iterate. Stand up a lightweight dashboard that ties channel activity to qualified sessions, leads, and revenue. Re-rank channels every quarter.

📝 Output

• A buyer-journey and channel map that shows where your customers ask and how they decide.
• A content library architecture and editorial calendar that keeps your site the authoritative source while satellite content meets people where they scroll.
• AI-powered repurposing templates that multiply reach without multiplying effort.
• A performance hub that tells you which surfaces drive actions so you double down there.

Pro tip: Platforms change fast, but your customers’ core questions change slowly. Revisit priorities quarterly.

📈 Outcome

• Focus, not frenzy. Your team stops chasing headlines and ships what your buyers need, where they need it.
• Resilient visibility. If one platform dips, others keep pulling weight because your library powers every touch.
• More actions. Expect clearer paths to calls, demos, and deals as messaging stays consistent from TikTok clip to Google result to AI answer.

Want a Human to Just Do this For You?

Let’s chat to see if you’d be a good fit for working with Avalanche where we take ownership of your website’s performance and build the trust signals that make you the clear choice where your customers search.

In the Grand Rapids area?

We’re hosting a FREE event on September 17th all about this stuff. Learn more and register.