Everything A Small Business Needs To Know About Google (S8E7)


Join us for an episode filled with fresh surprises and fierce competition. In the aftermath of the Blox-Off, you’ll witness the intense behind-the-scenes contest for the titles of Most Investable and Most Valuable. Day 5 marks the contestants’ last chance to clinch a victory on the season’s final day, where they’ll be learning all the aspects of SEO. Who will pull through and make it to the final Blox-Off?


As Night 4 unfolds, the excitement of the Blox-Off may be over, but the action continues into the late hours of the night, where 20 teams compete for the coveted titles of Most Investable and Most Valuable. They’re faced with serious, rapid fire questions right on the spot that cover all the aspects of their business.

The following morning, after we see the pod winners reflecting on their time here, we get to the final lesson, which is all about SEO (Search Engine Optimization). The lesson highlights the critical distinction between demand harvesting and demand creation, underlining the significance of businesses understanding which approach aligns with their specific goals. The topic extends to the realm of Google Ads and pay-per-click advertising, shedding light on strategies to drive traffic effectively. However, the question remains, will this lesson truly click with the Bloxers as they strive to absorb the intricacies of SEO? The day’s challenge puts them to the test, requiring them to draft a strategic plan for their SEO journey based off of fill-in-the-blank prompts.

Contestants appear confident on their final day, having honed their skills throughout the week’s challenges and lessons. As they approach the last leg of the competition, consults provide the final push, fine-tuning their strategies and boosting their confidence. The final Blox-Off is about to reach a climax, as it’s stacked with heavy hitters, former champions, and a few new faces eager to make their mark – but you’ll have to wait until Episode 8 to see how they fare!


In today’s lesson, “Everything A Small Business Needs To Know About Google,” the focus is on whether businesses should prioritize Google or social media in their marketing strategy. The key concept revolves around demand harvesting and creation, emphasizing the importance of customers being aware of problems and solutions. It explores the stages a business must guide potential customers through to transform them into paying customers and brand evangelists, with a particular focus on the Awareness, Interest, Information Gathering, Evaluation, Inquiry, Purchase, and Referral stages. Google Ads are highlighted as an auction-based system, where cost-per-click plays a crucial role. The lesson provides best practices for Google AdWords and emphasizes the significance of landing page quality. It also touches on SEO for beginners, advanced search engine optimization, and how to determine whether search or social media marketing is working better for a business. Overall, this lesson provides valuable insights into effective online marketing strategies, particularly in the context of Google and search engine optimization.


  1. Google is an auction-based system. This means your cost-per-click, which is the most important metric there is to study, is contingent mostly on how many other marketers out there are bidding for the same word.
  2. The goal is to find a handful of key phrases, that you can buy inexpensively enough, to add up to a cost of customer acquisition that is less than the cost of customer acquisition.
  3. To test if SEO is the route for you, just buy Google Ads. In a matter of weeks, you’ll know whether there is enough traffic for your words, how far down the decision-making funnel they are, and how easily you can convert them into customers.
  4. How do you determine which is working better, search or social? You could create different landing pages that are identical, and send Google ads to one landing page, and social media ads to another. Whichever one creates the most/ best leads, is your winner.
  5. We should think of SEO almost like a big game that has a rubric. There are multiple categories that are worth various points. We might be great at some, and horrible at others, and average at the rest. The total points scored on said rubric will help determine your rankings

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Meet The Judges

Adam C. Hanna
Adam C. Hanna
Founder & CEO, Tactical Elite Enterprises - Baton Rouge, LA

Adam C. Hanna, a United States Army Veteran and Security Professional, is a native to Baton Rouge, Louisiana with over 10 years of combined experience in the military, law enforcement, security management, and physical protection industry. He has worked in every aspect of the security industry from the government level to the private sector. Adam has received extensive training from his experience in the military, local law enforcement, and private security industry. His military training includes his initial training at the United State Army School of Military Intelligence at Fort Huachuca in Arizona. While there he also attended Cochise college for his AA in Intelligence Operations. He has attended college at Northwestern State University, where he began to study Criminal Justice and was a member of their AROTC program. Adam’s large background in Law Enforcement, Security and Protection includes everything from Executives, Doctors, Celebrities, and Foreign Nationals. He has provided security services for billionaire mansions, high risk workplace violence details, prominent families, celebrities, clubs, concerts, and professional athletes. He has managed and supervised a number of private security companies throughout the United States. He was on a task force commissioned by SFPD which ran warrants though SFHA projects. Adam has lead personal protection details in New Orleans, Los Angeles, Las Vegas, Houston, Dallas, San Antonio, Austin, Denver, and in the Colorado Springs area.

Heidi Luerra
Heidi Luerra
Founder & CEO of Raw Artist - Temecula, CA

For 20 years, Heidi Luerra has built, bootstrapped, and founded businesses in creative industries such as the arts, entertainment, fashion, and technology. With a strong and innate entrepreneurial spirit, Heidi started her first business when she was only 11 years old and has since built and sustained a global multi-million dollar enterprise, wrote and published her own book, and worked with thousands of creative companies throughout her career to date. With a deep respect for the underdog, her businesses have largely been built on the notion that entrepreneurs and creators deserve to be seen and heard. By harnessing technology, and unorthodox creative problem-solving she’s managed to disrupt industries, democratize communities, and build platforms that clear space to incubate this personal mission.

Justin Prestidge
Justin Prestidge
Owner, Custom Trailer Pros - Kansas City, MO

Justin created Custom Trailer Pros in 2012 with the specific goal of serving people who are wanting to get into the mobile food industry. At that time, there were very few who were able to effectively help those in this emerging market, and there was no one who was solely dedicated to it. From day one, Justin has been passionate about partnering with his customers – not just selling them a product – and he has created a team of people who all carry this same passion.

Lily Mockerman
Lily Mockerman
Founder & CEO, Total Customized Revenue Management - Austin, TX

President and CEO of Total Customized Revenue Management (TCRM), Lily is a passionate and devoted leader and practitioner in the revenue management field. Lily earned her Bachelor of Science degree in Hotel Management from Johnson & Wales University. Following graduation, Lily’s career encompassed a variety of roles and responsibilities, including positions with independent full-service, boutique and resort hotels, and work with major brands including Starwood Hotels & Resorts, Best Western Hotels & Resorts, Hilton Hotels, and Hyatt, and various management companies. With 13 years of diverse hospitality experience under her belt, Lily founded TCRM in 2012 leveraging her vision to become the premier provider of revenue management services for the hospitality community. In recognition of these efforts, she was named 2015 Revenue Management Professional of the Year by HSMAI’s Arizona Chapter. TCRM continues to grow under Lily’s leadership and has recently begun to expand into international markets.

Michael Cole
Michael Cole
President, Next Level Technician - Tega Cay, SC

Michael’s journey began on the distribution side of the telecom industry, where he sold the very products that technicians install. It didn’t take long for him to recognize a common need among customers: a demand for skilled technicians. This realization led him to embark on the path of training technicians to fill these vital roles, which eventually evolved into the establishment of Next Level Technician, a comprehensive staffing business. With over 20 years of combined experience in the telecommunications industry, Michael and his management team are well-versed in the field, understanding the needs and desires of both organizations and technicians. They consistently make the right connections, ensuring success in the ever-evolving world of structured cabling, fiber, AV, DAS, data center/collocation, and various other telecom applications. Michael Cole’s dedication to his role as a family man and his passion for helping individuals and organizations make him a notable figure in the industry.

Omar Ghadry
Omar Ghadry
Founder Advisor - International Nomad

Omar Ghadry has adventured through startup, corporate and growth stage organizations since 2002, building from concept to real business in different models, environments, and technological eras. Omar holds agency-quality digital and strategic expertise, born from consulting, advisory and startup experiences across industry: USG, edtech, healthcare, e-com, cannabis, creator/gig economy, beauty care, home services, cybersecurity, and CPG. While he enjoys winning “work passions”, Omar spends a lot of time meandering this life through writing, reading, sports, travel, deep existential conversation, and the celebration of other people’s most important moments.

Todd Putz
Todd Putz
Owner, Bottom Top Investments - Dayton, OH

Growing up Poor in Dayton, OH, Todd found a grind to do more, see more, be more and make more than his parents and those around him. Real Estate Investing became the ticket and Todd has grown his long-term portfolio to over 600 doors while his property management company handles another 500 doors for investors. Todd is also recognized as one of the top investment realtors in his area. His team still focuses on flips and wholesales to fund the other companies. Todd and his wife also own and operate developmental disability homes as well as mental health facilities. They have 3 awesome kids and love to travel the world.

Wendell Holland
Wendell Holland
Owner & Founder, Beve - Philadelphia, PA

Wendell grew up a creative and athletic child in the western Philadelphia suburb of Lower Merion. He received his BA in International Studies from Morehouse College, and JD from University of Pennsylvania Law School. After being a law clerk in Philadelphia Civil Court and Family Court, he took a leap of faith and turned his passion of building furniture into a career. Within years, he knew he made the right decision as other doors began opening. In 2018 one of his goals came true when he was cast on the CBS show Survivor: Ghost Island, and he won the show. Winning Survivor proved to Wendell that anything is attainable, and that has been his stance on life ever since. He now dreams of taking Beve to new heights.

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