In this episode of the Modern Direct Seller Podcast, we’re joined by Matt Diamante, SEO specialist, author, and founder of agency Hey Tony, to talk about one of the most underutilized growth strategies for direct sellers: getting found on Google. Matt breaks down what SEO actually is, why it matters for solopreneurs and small business owners, and how pairing it with AI tools can turn everyday customer questions into content that works around the clock. You’ll also hear a specific AI prompt that makes blog writing faster, smarter, and actually useful, plus a straight-talking take on email lists, social media, and what’s really driving revenue in today’s landscape.

You can connect with Matt by searching Matt Diamante on any social platform, where he posts daily. Be sure to check out Hey Tony and his book Get Found, the perfect starting point if you’re new to SEO or just want to know enough to manage it yourself. Direct sellers can also explore Oh My Hi for a real website that’s built for your business.

Time based notes:

Get Found on Google (and AI): What Direct Sellers Need to Know About SEO

Most direct sellers are pouring energy into social media every single day, posting, engaging, filming, repeating. Matt Diamante, SEO specialist and founder of Hey Tony, makes a compelling case for adding a strategy that works even when you don’t.

SEO Is Simpler Than You Think

For Matt, search engine optimization sounds technical, but strip away the jargon and it comes down to one thing: being the solution someone finds when they go looking for help. When a person types a question into Google, they have a problem. SEO puts your business in front of them at that exact moment, 24 hours a day, seven days a week, whether you posted today or not.

That kind of staying power, Matt points out, is hard to replicate on social media, where visibility is tied directly to how recently and consistently you show up.

The Accidental SEO Playbook That Actually Works

Matt calls it the entire secret to SEO, and it’s simpler than most people expect. Whenever a customer asks the same question twice, write a blog post answering it.

The logic is airtight. If two people asked you, hundreds more are typing the same thing into Google. Matt’s point is that you don’t need keyword research tools or complicated plugins. You just need to answer real questions that real people are already asking. Content built this way compounds over time, continuing to drive traffic and credibility long after it’s published.

How AI Makes This Easier

The blank page problem is real, but Matt has a specific fix. The key is using AI to extract your expertise rather than replace it. He recommends a prompt like this: “I’m writing a blog post about [topic]. Ask me 10 questions you need answered in order to make this truly helpful and unique, using my expertise, experience, opinions, and case studies. Ask me one question at a time.”

From there, Matt suggests answering out loud using voice mode. The result is a blog post filled with your actual perspective, not generic filler. There’s a meaningful difference, as Matt frames it, between handing AI a topic and asking it to write, versus having it interview you and build from your answers.

Build Assets, Not Just Audiences

Social media following and email list are not the same thing, and Matt is direct about the difference. One is subject to algorithm changes, platform shifts, and engagement fluctuations. The other is a direct line to your audience that no platform can take away.

Matt’s own email list is smaller than his social following and generates roughly ten times more revenue. His advice is straightforward: phone numbers and email addresses are owned assets, and the goal of all your content creation should be moving people toward something you actually own.

Social and SEO Work Together

Matt is quick to clarify that this isn’t an either/or conversation. Social media is built for discoverability, reaching people who may not be looking for anything in particular. SEO is built for intent, capturing people who are actively searching for a solution.

His recommended approach: keep posting on social consistently and use those posts to drive people to your website. Once they’re there, capture their information through a lead magnet, a pop-up, or a simple opt-in. That’s how discoverability turns into a long-term asset.

SEO in an AI-Driven Search World

A lot of people are wondering whether Google still matters now that AI tools can answer questions directly. Matt’s take is clear: yes, significantly. Google remains the largest search engine and AI platform in the world, and ranking well there increases the odds of being referenced in ChatGPT, Claude, Perplexity, and other tools. Matt points to a research, showing that ChatGPT actually performs searches behind the scenes and references high-ranking content when formulating answers.

On Google’s AI overviews, Matt advocates for leading with the answer. Put the key point or direct response in the very first sentence, then follow with explanation and depth. That structure serves readers who want a quick answer and those who want the full picture, and it positions your content well for both human readers and AI systems pulling from the web.

Where to Start If Your Website Isn’t Getting Traffic

Matt’s first recommendation for anyone whose website isn’t showing up in search results is free and takes less than ten minutes. Go to Google Search Console, register your website, and submit your sitemap. A sitemap is simply a list of every page on your site, and submitting it tells Google you exist and want to be indexed. Matt describes it as the digital equivalent of raising your hand.

Most people skip this step entirely. Don’t.

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