Always Be Testing: Real SEO/SEM Plays for 2026 | Ep. 43 w/ Peter Kalanda (3 Horizons Interactive)

Описание: 👉 Book a Transition Leadership Foundation Call (20-min): https://calendly.com/adamwbarney/foun...

If $50 on Google Ads once built a business, why does it barely buy a latte today? In this episode, Peter Kalanda (Co-Founder, 3 Horizons Interactive) and I break down what still works in SEO/SEM...and how LLM search is quietly rewriting the playbook. 

What you’ll learn
• When paid media is a visibility tax vs. a conversion engine—and how to target so you don’t light your budget on fire. 
• Why SEO and SEM must be run together (quality score, structure, intent), and the fastest fixes to stop wasted spend. 
• The landing-page pattern that routinely beats weeks of paid media (local/service pages that aren’t in your nav). 
• “ABT: Always Be Testing”—from forms that go nowhere to end-to-end purchase flows most teams never test. 
• How LLM search (ChatGPT/Perplexity) is already showing up in analytics—and a branded-prompt strategy to stay findable. 

Chapters (estimated):
00:00 Cold open: are your ad dollars buying equity or just smoke? 
01:00 Peter’s path: hospitality → EY → full-stack SEO/SEM shop 
05:00 Paid: when it converts vs. when it’s a tax 
07:15 SEO + SEM synergy & quality score fundamentals 
08:30 Local/service landing-page system that wins organic intent 
11:30 ABT: Always Be Testing (forms, carts, delivery) 
12:10 First fixes when inheriting a site (indexability, structure, contact) 
13:00 AI design vs. human design, ownership & “close enough” risk 
16:00 LLM search is another channel—use branded prompts 
18:30 Free mini-audit & wrap 

Guest
Peter Kalanda — Co-Founder, 3 Horizons Interactive
Site: 3h-i.com
Free 15-min site audit: freesiteauditnow.com 

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