By Adam Mohrbacher

In my last blog, I spoke about the rise of zero-click marketing. You can read the full blog here. But to quickly recap, technology advances have dramatically reshuffled the search landscape in recent years. These days, your average search engine results page (SERP) will still show you organic and sponsored results. But auto-generated responses to search queries will now often populate the top of the page as well. These summaries are designed to deliver valuable information and resources right on the SERP, avoiding the need to push searchers to other sites. Title agencies can take advantage of this shift and gain valuable exposure with zero-click marketing. We’ll dig into how you can maximize these benefits with this step-by-step guide.

Recalibrate your approach to internet search

The first thing required to start winning with zero-click marketing is to reshuffle how you think about search. In a zero-click world, the Google SERP becomes the equivalent of another homepage. It is no longer sufficient to simply create blogs or articles optimized for search. You need to produce content that directly answers user queries that can be easily populated into the SERP’s auto-generated responses.

What are the biggest opportunities to rank?

Title agencies are in an enviable position when it comes to zero-click marketing. Unlike some businesses, title insurance is an industry where people often ask highly specific questions. In addition, there are numerous stakeholders who may be searching for these answers online, including buyers, sellers, realtors, lenders and investors. Some of the questions searchers may pose include:

• What does a title company do?
• What is seller impersonation fraud?
• How do title issues delay closings?
• What is an owner’s title policy?
• What is the difference between title and escrow?

The title agency that answers these questions clearly and comprehensively will have a powerful opportunity to show up at the top of the Google SERP.

Ranking for zero-click

Below is a simple step-by-step process you can follow at your agency to start producing zero-click content that connects and ranks.

• Choose a commonly searched question for your audience: Start with a common, practical question relevant for your business, such as “What does a title agency do?” This is a practical opportunity to rank, as this question is frequently asked by a wide range of stakeholders.Make the question your title: Always match the language of the question you’re trying to rank for with the title of your content piece. When you do that, search engines will better understand how your page is directly answering a user’s query.
  
• Answer the question right off the bat: With a normal blog, you usually lead off with an introduction and then delve into the nitty-gritty of your answer or thesis. Zero-click requires you to flip the script and immediately provide a clear, direct answer followed by additional details.
  
• Use short, focused subsections: Following your opening answer, provide support with several short, descriptive subheads that cover related topics. In this case, you would discuss things like how a title agency supports the closing process, as well as some of the common problems the agency helps resolve. Keep these sections as short as possible—no more than 2–4 paragraphs and 100–200 words.
  
• Make your article scannable and snackable: Always use a straightforward structure and plain language that avoids jargon unless absolutely necessary.  You want the content to be easy for both readers and search engines to absorb.
  
• Add real-world examples and other supporting content: Search engines are looking to elevate content that is as impactful as possible. You can raise your content’s chances by adding in real-world examples, internal links and FAQs at the end of the article to further clarify key points.
  
• Keep it current: Zero-click content is never one-and-done. Review and revise the page over time to ensure it stays aligned with the latest thinking and best practices.

Following these steps will put your agency on firmer footing in a zero-click world and create a glide path to a stronger, more authoritative brand.

You’re the expert

Like any paradigm shift, zero-click marketing can feel daunting and disorienting. But there is no need to fear it. Seasoned title agents are experts in their field. At the end of the day, all zero-click marketing requires is taking the time to share that expertise with the world. The first step is to flip what you know about content development on its head by putting the answer up front and then supporting it in subsequent paragraphs. Once you do, your content — and your business — will be ready to thrive in a zero-click world.

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By Adam Mohrbacher

It can seem too cliché to say it, but these days, nothing truly stays the same for long. Even the internet search engine, long a fixture of our digital lives, is shifting dramatically. You’ve likely noticed in your daily searches that there are a lot of new additions to your search engine results page (SERP). No longer is the SERP composed of a simple list of organic and sponsored results. AI summaries, structured snippets and more routinely appear alongside these traditional results. These changes have led to the rise of zero click marketing. Zero click marketers attempt to have their company’s content surfaced within these features and deliver value to users without requiring them to leave the SERP. Here’s how you can increase your business’s chances of ranking well and building valuable brand awareness in this new normal.

Why zero click marketing and why now?

The biggest reason why your agency must pay attention to zero click marketing is that the data already indicates how dramatically AI is altering search. In recent years, search engines have gotten much better at interpreting user questions, pulling out precise answers and presenting them in a variety of search “features” like:  

• AI overviews which synthesize information from multiple sources and provide a quick answer
• Featured or structured snippets that pull in a short passage directly from a high quality webpage
• Rich results like visuals, rankings and carousels
• Knowledge panels, which typically appear on the side of the SERP and include pictures, information, social media links, related content and more

Partially due to these features, studies show nearly 59% of Google searches in the U.S. and almost 60% in the European Union resulted in zero clicks on the results page.[i] New technologies like AI have also demonstrably reduced clicks, with Google users who saw an AI summary clicking a traditional result in 8% of visits versus 15% when no AI summary appeared.[ii]

Overcoming these obstacles and connecting with customers on the SERP requires changing how you view search engine optimization (SEO) and content marketing. You must pivot from prioritizing website traffic above all else to providing helpful, impactful information wherever potential customers choose to engage online.

Always focus on answers first

One of the best ways to leverage the promise of zero click marketing is by adjusting your content output. Today, the dominant model is still to select a keyword and then build a post around it. Marketers will start with a keyword-padded intro section to entice readers and set the table before delivering the actual meat and potatoes further down the page. Zero click marketers flip that structure on its head. Rather than starting with scene setting, you answer a prospect’s question within the first 40-60 words of your content asset.

After you cover the answer, you can then provide additional details and proof points. These could include tangible, real-world examples or original data, all delivered with a strong, unique POV.

Making this shift successfully

Pulling off this approach requires more than simply reformatting your posts. It also necessitates shifting the type of content you produce. In traditional marketing, your content choices are largely dictated by keyword volume and competition. With zero click marketing, that principle still applies to some degree, but customer intent also must be factored into the equation. Once you center intent, you will find that your posts write themselves, as you can quickly begin generating high quality content that addresses audience needs right off the bat.

Zero click marketing: a quick checklist

To further improve your content’s odds of being surfaced in search features like AI summaries, review it against the following checklist:

• Use question-based subheads that reflect real questions people might type into a search bar
• Place crystal clear answers at the top of each section
• Keep all definitions short, clear, and entirely free from jargon
• When possible, use bullets or numbered lists in your posts
• Skip long intros and get right to the point
• Always ask yourself: Could someone skim this and get the answer they need?

Adopting each of these best practices will make your content irresistible for contemporary search engines, as they will be able to quickly digest, understand and extract insights they believe will be most valuable to their users.

Final thoughts Zero click marketing is one of the latest trends in search, but it is anything but a passing fad. As technology progresses, the semantic and analytical capabilities of search engines will only continue to grow as well. Positioning your agency for success in this quickly shifting landscape means rethinking your approach to content and SEO strategies from the ground up. Elements like search volume still matter. But they are now just one of many considerations for how you source and structure your content. Agencies that put answers first and center intent will generate valuable awareness for their business, while those that don’t will unfortunately be left behind.

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By Adam Mohrbacher

Many people in 2026 are familiar with a Google Business Profile (GBP). Even if you haven’t set one up for your company, you’ve likely searched for a company and seen a GBP info box appear in your results. A GBP often includes important contact and service details that make it easier for you to reach out to the company and do business with them. In my last blog, I outlined why GBPs matter and how to optimize yours. This time around, we’ll dig deeper into how this service can not only raise awareness for your agency but also bring in new business.

Reframe and refocus

One of the most important things to realize here is that your GBP is much more than a static digital billboard. Like email, social media or your website, your GBP can serve as an important mechanism for two-way communication with a potential client base. Far too many companies consider their respective GBPs to be set-it-and-forget-it tools—a mentality that you want to reframe to take advantage.

So how can you use your GBP to win more business? The steps include answering the questions prospects are already asking, building trust and making next steps as easy as possible.

Answer before they ask

People don’t find your title agency on Google by accident. They’re searching with a specific title-related need in mind. Your GBP should make it easy for them to get the basics and decide what to do next—all from the profile. One of the easiest ways to do that is to make your core business info accurate and up to date.

Then, clearly articulate what you do and what you don’t. Use the services, business description and Q&A sections to answer common questions. For example, do you handle residential deals or commercial transactions? Refis or investor transactions? The more transparent you are, the more prospects will be inclined to check you out further.

Trust is not just nice to have

The great German philosopher Friedrich Nietzsche once said: “I’m not upset that you lied to me, I’m upset that from now on I can’t believe you.” Although far from his most well-known aphorism, his words powerfully convey how, without trust, everything becomes harder. This is certainly true for title insurance, where trusting relationships are key to getting deals done.

Thankfully, your GBP offers several tools for building and reinforcing trust. Responding to customer reviews shows you are present and professional. Posting photos can show that you are a real local business and humanize your team. And posting routine updates can demonstrate your capabilities and illustrate the customer experience you offer.

By taking these steps, anytime a prospect lands on your profile, they will immediately know you are a real, reputable agency well worth their time. This is particularly important in title insurance, where unfortunately fraud runs rampant.

Make “next steps” a breeze

Once your profile is effectively answering questions and building trust for your company, they will be more primed to contact you. You must make this as easy as possible by doing the following:

• Choosing your primary call to action (CTA) and sticking with it. Too many profiles ask users to take multiple actions.
• Taking advantage of GBP CTA tools like pre-built buttons. These features make your CTA highly visible, so visitors no longer waste time searching for a link.
• Using A/B testing after your CTA has been live for a few weeks. Test variables like CTA wording, landing page, offer vs. no offer, and more.

The goal of this exercise is simple: Your CTAs should be set up to be as attractive, visible and usable as possible. That’s what can make your GBP a driver for business growth.  

Don’t leave money on the table

Many businesses these days have already optimized their GBP. But if they aren’t using it to also generate leads, they may be leaving money on the table. By using your GBP’s tools and features to answer questions before they’re asked, build trust, and nurture next steps, that doesn’t have to be your agency’s story.

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By Adam Mohrbacher

Google first went online in 1998, and for decades, it has been an important way businesses attract new customers. One of the tools the search engine offers is Google Business Profile (GBP). Business owners can create a free profile on the site, list their firm’s essential information and highlight their unique selling propositions. Even better, they can share posts on their Google Business Profile page, promote special offers, develop FAQs and respond directly to customer questions and reviews. In short, it’s an essential way businesses get found online today, close more deals and grow their market impact.

Yet even with this obvious importance, far too many companies either don’t have a Google Business Profile or have yet to optimize theirs. We’ll aim to change that with this 30-day guide. Follow along, and in just four weeks, you won’t just have a new online profile, but a valuable new marketing tool at your disposal.

Week one: Fix the foundation

During the first week of your GBP optimization effort, you should focus squarely on the basics. Google your agency’s brand name and see what comes up. If you have a listing, follow Google’s steps to claim your page. Then ask yourself if the information listed is still accurate and what adjustments, if any, are necessary. If no major details are present, you’ll need to start from square one.

Select your business’s primary and possibly secondary categories. Be as specific as possible by selecting “Title Company” for your agency. If you choose to add a secondary category, be sure it accurately describes a service you offer. Some to consider might include “Escrow Service” or “Notary Public.” With your categories set, turn next to completing other profile details. Update your description, hours and your contact information. Don’t forget to confirm your service offerings as well.

Week two: Make it credible and conversion ready

Once you have the framework of your profile established, you can begin adding color and content. Add strong aesthetic elements that are essential to any well-established brand. Upload your company logo and other branding details. Consider also adding photos and videos that highlight your company’s internal culture and service offerings. Next, write and publish one to two posts on your profile that provide an announcement, tool, tip or special offer. You want to make your profile as warm, inviting and credible as possible here. Why? Well, Google reports customers are 2.7 times more likely to consider a business reputable if they find a complete profile.[i]

Week three: Ensure your profile is responsive and up to date

During week three, shift your focus to ensuring your Google Business Profile is as responsive and current as possible. Designate someone on your team to monitor and respond to any reviews customers leave on your profile. Make sure whomever you select to manage the profile also understands your brand guidelines and tone of voice so you can speak to your customers in a unified way.

Week four: Create a long-term content plan

Building off week three, create a long-term content plan for your Google Business Profile. Think of your GBP as another social media profile where you can share critical updates and connect directly with your customers. Shoot for updating your Google Business Profile one to two times per week. You should also audit your profile on a quarterly basis, upload new videos or photos and make necessary updates.

Whip your GBP into shape

Almost 30 years after Google came onto the scene, the site remains just as important as ever for thousands of businesses across the country. Title agencies must take advantage of the platform’s features if they want to stay competitive in a rapidly digitizing world—chief among them being your Google Business Profile. While no one wants another profile to manage, it’s possible to whip your GBP presence into shape in just a few weeks. And this will put you on solid footing to form closer connections with your customers and drive more business down the line.

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By Adam Mohrbacher

It is said that each morning we are born again and that what we do today is what matters most. From my perspective, this is the right way to greet the new year. 2025 is nearly done. But with the dawning of 2026 upon us, it’s a great moment to pursue business goals with renewed commitment and relish. Staying current with the latest marketing trends is one way to do that. Follow along and we’ll explore how to make 2026 a year of marketing and business wins.

Use artificial intelligence—intelligently

At this point, artificial intelligence is no longer the new kid on the block. Most businesses are in the process of experimenting with it in one way or another. Expect this trend to accelerate throughout 2026. Despite its widespread use, agencies can still use AI to distinguish themselves. All that’s required is deploying it smarter and more strategically than competitors by combining the best of both human and artificial intelligence.

One way to do that is by using AI for multichannel marketing. Simply take a piece of educational content you’ve created and have AI adapt it for different mediums. A blog post, for example, could be easily repackaged by AI into a short, snappy LinkedIn long-form post, a lead-generating email or even a continuing education class outline. With this approach, you maintain human oversight, expertise and creativity while multiplying efforts across your digital channels and saving valuable time and effort.

Utilize micro marketing

As we approach 2026, studies suggest we are exposed to more content than ever. One report highlighted that we now see 4,000 ads[i] and spend, on average, 2.5 hours on social media every day.[ii] The messages you see are also highly driven by algorithms, which only surfaces content deemed most relevant to your needs or interests. This means it’s time to shift your content from a generalized to granular approach. When you try to talk to everyone, you see, you wind up talking to no one. The algorithms have no incentive to put your content in front of that which is more tailored and focused.

Instead, pick several highly niche areas that are still central to your business priorities and build content around them. Whether that is farm and ranch deals, first time buyers or small builders, the trick is to get as narrow as possible while still staying aligned with what your customer base wants and/or needs to know. That way, the algorithms will have a much better grasp of what your content is and who they should present it to.

Doing this not only helps you build brand equity but also aligns your marketing with how content is discovered by customers today. Better yet, the more relevant your assets are, the better chance they will not only be found but read.

Build your “always on” digital profile

Twenty years on from the rise of Web 2.0, many agencies have not moved beyond having a basic website. While a website should still be the heart of your digital presence, it should be the beginning rather than the conclusion.

In 2026, the bare minimum for agencies must include your website, one or two social media channels, and a local listing presence centered around something like a Google Business Profile. Today’s customers demand brands have an “always on” digital presence, meaning a place where they can seamlessly gain the information they need, ask questions and get a swift response.

If you haven’t already, look on Google to see if your agency’s profile is set up, and if not, take action to build and optimize it. Add imagery, hours, contact information and other relevant data. Then, engage with your profile. Like any other place online, make consistent updates and be sure to respond as quickly as possible to any substantive stakeholder engagement. Once you have this up and running, your customers will rest more easily. They will know they have a reliable and consistent agency resource in their corner that they can access when and where they need to.

Toasting to your 2026 success

As the clock approaches midnight on December 31st, I hope that you will greet the new year with a sense of optimism on all you can accomplish in the months ahead. Carving out your place in the market is no simple matter. But if you stick to the best practices we’ve gone over here, you can ensure you put your best foot forward in 2026. And with a little luck, by the time 2027 rolls around, you’ll be able to toast yourself for a job well done.

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By Adam Mohrbacher

It will probably come as no surprise that Abraham Lincoln, famously known as “Honest Abe,” once said, “Reputation is like fine china: Once broken it’s very hard to repair.” Although Lincoln lived in the 19th century, his words have never been more relevant to how we live in the 21st. For many businesses, success in our digital first economy is won and lost on the strength of their online reputation. One study, for instance, reported that more than half of consumers will increase their spending with a brand they feel connected to, and more than 3 in 4 will buy from them over a competitor.[i] With such huge stakes in play, reputation management needs to be an organizational priority. But in the hustle and bustle of running an agency, who has the time for one more task? That’s where new developments in AI can help. Businesses can now utilize AI-powered tools to seamlessly monitor, analyze and respond to online chatter at scale. Here are some of the top ways these applications ensure your reputation stays pristine and your business profitable.

What goes into your online reputation?

Before we start discussing specific AI applications, however, we must clarify what we mean by “online reputation.” Most people know all about the importance of online reviews for influencing buying decisions; but that barely scratches the surface. Your business’s search engine presence, for example, is also deeply important to how your firm is perceived. Social media plays a similarly influential role, as does your company’s website. Then, there is a whole host of third-party listing services like the Better Business Bureau, Chamber of Commerce and directories like Yellowpages and Yelp. All these need to be proactively managed if you want to safeguard your reputation online.

Monitor in real time

Given such scale and complexity, using AI to help with reputation management makes obvious sense. Today’s AI applications can help agencies monitor brand mentions and sentiment in real time. Tools such as Brand24, Meltwater and Mention utilize AI algorithms to scan social media feeds, online forums and review sites, and then catalogue any mentions of your brand by positive, neutral or negative sentiment. Armed with this information, agencies can then respond instantly to important online conversations.  Addressing feedback or answering customer queries in a fast, efficient and proactive way reflects positively on your brand.

Compiling and analyzing data

AI-assisted reputation management goes far beyond simple monitoring and response. Applications such as Talkwalker and Reputation are all capable of scraping the web and providing users with actionable, long-term insights. Once deployed, these natural-language models go to work summarizing and auto-tagging online content about a business’s brand. After that, they cluster it into clear themes so you can quickly spot recurring customer pain points and areas where your business already excels.

Real-time dashboards show immediate shifts in sentiment, while predictive modules forecast where complaints or compliments may spike. Agencies also have the option to use these tools to benchmark their brand against competitors and show whether a dip is industry-wide or specific to them. All-in-all, these AI applications foster deeper consumer analysis and faster course corrections.

Fast, efficient crisis communication

Of course, sometimes despite your best efforts, events occur that can cause harm to your brand. Wire fraud. Vendor failures. Persistent bad reviews. Regulatory violations. All of these can imperil your reputation and damage your long-term profitability. One of the best ways to mitigate any fallout is by having a good crisis communication plan in place. Better yet? Having a good crisis communication plan in place that is augmented by AI.

These agents are invaluable in a crisis scenario for numerous reasons. First, as mentioned, AI excels at monitoring online commentary in real time. If there is ever a spike in negative sentiment, they can alert you to trigger your crisis communication plan. Many of these AI programs can also push out automatic updates across your various online platforms, enabling you to take control of the narrative, ensure messaging consistency and reduce staff fatigue.

Lastly, AI programs can tailor content and optimize your online presence to recover and rebuild trust after the initial crisis scenario has passed.

AI is key to a resilient brand

In the day-to-day grind, prioritizing reputation management can be an uphill battle. Yet a strong brand is always a cornerstone of a successful business. Protecting it requires diligently tracking online conversation across the internet, proactively responding to feedback and mitigating potential crises before they fully emerge. With the rise of AI, it has never been easier for even thinly stretched teams to make that possible. By automating routine tasks, collecting valuable insights and mitigating crisis fallout, these tools enable you to stay on top of your brand with less stress and greater consistency. And that’s a ticket to long-term growth if there ever was one.

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A lot of independent agents know what a press release is – many even write them and distribute their press releases to regional or even national press.

What a lot of title insurance professionals don’t necessarily understand, however, is (a) what the press release is; (b) why it pays to write one; and (c) where to send it and why.

The mighty press release is a 1- to 2-page document that trumpets news. It tells an audience that something important has happened, usually to a company and why it is important. There are tactical elements to a press release: who is sending it; the date it is sent, the geographical place of origin (city and state); the headline and the body.

The best press releases keep it simple: they have three to four paragraphs that tell what the news is, why that news is important, what that news means to the company and customers, and a small amount of background on the company sending the press release. Persons from whom the press release is sent are often quoted.

Editors, reporters, TV anchors and radio broadcast people have traditionally relied upon the press release to alert them to news. Today, social media experts also use press release material to populate social media platforms and to include in inner-company and outside-company newsletters and other communication vehicles.

The press release is actually a celebration of a company. Done right – meaning well-written, regularly sent press releases – showcase a company’s strengths and help to tell a company’s story. A new hire, a new product, a company move, surpassing growth goals – the news is virtually limitless. It need only be true and told well.

The Public Relations Society of America (PRSA) says about press releases:

Purpose

Releases serve more purposes today than they ever have before. They provide valuable SEO for your website, serve as a primary source of information for your investors, and help align your internal teams on critical messages — all while advising the media of important changes and events at your company.

Content

No more boring, text-only content on the latest corporate announcements. The press release today can be an engaging, multimedia experience. This is where you can make a journalist’s job easy and increase your changes of getting coverage by including great B-roll footage, embeddable video and compelling, high-resolution images with your release.

Yes! B-roll can be dropped into a press release, as can YouTube links, photos, even animation.

But there’s really no need to reinvent the wheel. Go online to a company’s website that you admire. Look at their press releases usually housed under a “News” tab. Read it and mimic it (but don’t copy and paste – that plagiarism, is unethical and opens up potential worlds of trouble).

Take a look at some of ĐÇżŐ´«Ă˝ ĐÇżŐ´«Ă˝â€™s press releases:  /category/press/. Read one or two. They are carefully written, thoughtfully edited and purposefully distributed to appropriate media.

Feel free to follow the “formula” of a press release and then distribute to media you want to reach via email. You’ll be surprised when, done regularly and well, the attention (the good kind) your company ultimately receives.

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