In this episode of the True Expert podcast, I sit down with longtime friend and digital marketing expert Ross Hornish, founder of Search Marketing Pros.
Ross is a true authority in SEO, PPC, and paid social, with a proven track record helping brands like Terminix and MasterBuilt dominate their industries. Together, we dive into the evolving digital marketing landscape of 2025—covering everything from AI’s impact on content creation to local SEO strategies and scaling a marketing agency.
Ross shares his journey from corporate roles at FedEx and AutoZone to building his own agency. We also explore how businesses can adapt to current trends like AI-driven personalization, data-first marketing, and the rise of retail media networks.
Whether you’re a marketer staying sharp or a business owner looking to boost your online presence, this episode is packed with actionable insights you won’t want to miss.
Key topics include:
• Ross Hornish’s career journey in digital marketing
• The impact of AI on SEO and content creation
• Strategies for local SEO and paid social
• How to adapt to 2025’s digital marketing trends
• Tips for scaling a marketing agency
Chapters:
00:00 – AI’s Impact on the Internet: What’s Real Anymore?
01:03 – Meet Ross: SEO Pro, Professor, and Longtime Friend
02:32 – Career Path from FedEx to Running His Own Agency
04:49 – How a Pool Meetup Led to a Business Partnership
06:35 – From Side Hustle to Full-Blown Digital Agency
07:47 – Where SEO, PPC & Paid Social Are Heading
10:16 – AI vs Content Marketing: What’s Still Worth It?
13:40 – Should You Still Be Blogging in 2025?
17:20 – Bottom-Up SEO Strategy: Smarter Funnels for Smarter Results
19:50 – Local Content: Underrated and Still Effective
22:00 – Repurposing Blogs Across Search and Social
24:32 – Content Overload: Are We at a Breaking Point?
27:14 – When Too Much Content Cannibalizes Your Own SEO
28:40 – Ross’ Favorite Part of Helping Clients Grow
30:28 – Why Home Services Is Their Power Niche
32:45 – The SEO Advantage for Regional Brands
35:11 – AutoZone to Inbound: Retail Lessons for Home Services
37:48 – Do Customers Want E-Commerce or Human Interaction?
40:00 – Sales & Marketing Alignment (and Over-Follow Up Stories)
42:20 – Hiring Woes, Growth Pains, and Running a Bootstrapped Agency
👉 Don’t forget to subscribe on YouTube, Spotify, and Apple Podcasts for more conversations with industry leaders!
Connect with Hosts/Guests:
Justin True
https://www.linkedin.com/justintrue
https://www.jdtadvisors.com/
Ross Hornish
https://www.linkedin.com/in/ross-hornish/
https://www.searchmarketingpros.io/