What makes some businesses show up everywhere, and others fade into the background?

That was the big question explored during a collaborative session at the HTSA 2025 Spring Conference, co-presented by One Firefly and Netsertive. In a packed room of forward-thinking integrators, Ron Callis, CEO of One Firefly, and Nysan Eslambolchi, Senior Customer Experience Specialist at Netsertive, led a dynamic and insight-packed discussion on how to adapt, compete, and grow in a digital marketing environment that's changing faster than ever.

Here’s a breakdown of the key takeaways shared during the session, plus a few action steps you can implement today.

Search Is Changing. Your Strategy Should Too.

Google search isn’t what it used to be. With the rise of zero-click searches and AI-powered results, it’s no longer enough just to have a website. Your online presence must be active, comprehensive, and visible across platforms.

Key takeaways:

• AI and Google increasingly prioritize public signals like your Google Business Profile, reviews, and social media activity.

• Businesses with consistent, complete listings across the web are more likely to show up in AI-driven search results.

• AI uses data from many sources to “decide” what companies to surface, including your website, listings, partner content, and video.

📌 Action item: Audit your Google Business Profile and make sure your business information is consistent across platforms like Yelp, Facebook, Apple Maps, and Houzz.

Create Content That Signals Authority—And Drives Visibility

AI and search algorithms reward businesses that publish high-quality, informative, and unique content. That means:

• Brand-specific pages tailored to your services and vendors

• Video walkthroughs, team spotlights, and behind-the-scenes content

• Blogs, FAQs, and SEO-optimized pages that answer real customer questions

Thought leadership also plays a growing role. When you share your perspective on your site, social media, or in industry collaborations, you position yourself as the expert.

📌 Action item: Prioritize content creation that showcases your work and answers your customers' most common questions.

Use the Right Tools to Track, Optimize, and Grow

Understanding how people find you—and how to increase your chances of being found—is crucial. Keyword tools like SEMRush, Moz, or Ahrefs can help you:

• Analyze your competitors

• Identify new keyword opportunities

• Optimize content for local, high-intent traffic

Conversion Rate Optimization (CRO) also matters. You don’t just want traffic—you want to turn that traffic into leads and sales.

📌 Action item: Look at your most visited pages and ask: Are these pages guiding visitors to take the next step?

Double Down on Video: Show, Don’t Tell

Video continues to be one of the most impactful marketing tools—and it’s more accessible than ever. Whether you’re highlighting a recent project, introducing a team member, or walking through a product demo, video helps:

• Increase time on site

• Boost search visibility

• Create an emotional connection with potential clients

📌 Action item: Build a simple video strategy. Start with what you already have—completed projects, install days, or team Q&As—and turn that into short, engaging videos.

Marketing for the Luxury Consumer

Reaching high-end clients requires a high-end digital presence. That means:

• A refined website that communicates your brand and value

• Location- and vendor-specific content to capture relevant traffic

• Consistent storytelling and visual polish across platforms

Whether you work with brands like Focal, Savant, or Lutron, content-rich brand pages and co-branded marketing can help attract affluent buyers who are actively searching.

📌 Action item: If you carry luxury lines, ask your vendors about marketing support, and look into building vendor-specific pages to improve your visibility.

Moving Forward, Smarter

The insights shared by One Firefly and Netsertive at the HTSA Spring Conference served as a snapshot of where digital marketing is headed and a practical roadmap for integrators looking to future-proof their business.

From embracing AI-influenced search behavior to creating richer, more engaging content—especially video—the message was clear: visibility in 2025 won’t come from doing more, but from doing it more strategically.

If you missed the session, we hope this summary helps you reflect on your digital strategy and sparks ideas for how you can show up more consistently and effectively online.

Let’s keep the conversation going. What changes are you planning to make this year?