Very few are building structured authority across the ecosystem.
Hi, Over the last year, Mike and I have had the same conversation with multiple agency owners. Theyâll say something like: âOur rankings are stable⊠but traffic is down.â âWeâre still top 3 in Maps⊠but calls feel lighter.â âWe didnât get hit by an update⊠but something feels off.â And theyâre right. Something is off. But itâs not what most people think. Youâre not competing for clicks anymore. Youâre competing for citations and recommendations. There was a time when owning the blue link meant dominance. There was a time when being #1 in Maps meant your clientâs phone rang. If you owned the organic result⊠If you held a green pin in the 3-pack⊠You owned the lead. Now? Google answers the question before the click ever happens. AI summaries recommend a âtrusted source.â Local Service Ads push organic and Maps further down. Users compare across AI, Reddit, reviews, and brand mentions before they ever tap âCall.â You can rank #1. You can be top 3 in Maps. And still be invisible. Because visibility is no longer about position. Itâs about authority signals. The algorithm isnât just asking: âWho ranks?â Itâs asking: âWho is the safest, clearest, most structured entity to recommend?â Most agencies are still optimizing pages. Most are still trying to âwin the map grid.â The Most Important Part? Very few are building structured authority across the ecosystem. Thatâs the gap. And it creates a strange psychological effect. Youâre technically âdoing fine.â You can still show rankings. You can still show a Maps screenshot. But something feels less stable. You hesitate a little more on sales calls. You over-explain your reports. You feel the need to justify why â#1â still matters. That feeling isnât random. You are having anxiety over competence and rightfully so. You built expertise in a ranking economy. Weâre now in a recommendation economy. The good news? This shift doesnât reward hacks. It rewards structure. When your brand becomes machine-readableâŠ