From SEO to AI: What Every Salon Owner Can Learn from a Digital Marketing Pro

In the age of social media algorithms, AI-powered tools, and search engine overhauls, one thing is clear: digital marketing isn’t just for agencies anymore.

Recently, I (Nick) sat down with Scott Redgate—YouTuber, digital strategist, and SEO educator—for a deep conversation on the future of online marketing. What started as a casual dialogue turned into a full-on masterclass that salon owners and small business entrepreneurs need to hear.

Here’s what we uncovered—and why it matters for your business, especially if you're trying to grow without breaking the bank.

💥 The Democratization of Digital Marketing

“These business owners know their space like no one else.” — Scott Redgate

Scott’s journey into digital marketing began during the 2011 recession. He noticed something most people missed—there was a massive demand for marketers who actually understood how the internet works.

Now, with a YouTube channel aimed at demystifying SEO and ads, Scott empowers small business owners to ditch expensive agencies and learn how to market themselves with the right tools and guidance.

🚧 You Can’t Run Ads If Your SEO Is Crap

“Crawl before you walk, Nick.”

Before you touch that “Boost Post” button or launch your next Google Ads campaign, Scott gave me a reality check. And he was right. I was running ads on weak SEO infrastructure. It’s like building a house on sand. If your site isn’t structured correctly, Google won't reward it—and your ad dollars will go down the drain.

We started with a basic SEO overhaul: improving site speed, page structure, meta titles, and ensuring every page had valuable, clear content. That one move alone changed the game.

🔍 Understanding Google Ads: The Good, The Great, and The Confusing

Performance Max (PMax)

“PMax is Google’s ‘campaign to rule them all.’” — Scott

I run PMax campaigns for my salon to show off our Shopify products and retarget locals within 8 miles. It's powerful and surprisingly easy to set up—but when something breaks? Total black box.

Scott warns that while PMax can be great for e-commerce, it’s not ideal for lead gen due to spam-prone forms. You need a solid structure and a sharp eye on performance data.

Search Campaigns

Start here if you’re new. Scott recommends targeting your business name on exact match. You’ll learn the platform, understand extensions, and see what clicks. Then, slowly expand to keywords your clients are already searching for.

Demand Gen & Display

Demand Gen is the “poor man’s PMax,” good for prospecting and awareness. But if you’re tight on cash? Use the Display Network. Scott likes it for picking specific YouTube channels or websites where your dream clients already hang out.

For me, I’m using Display to show ads to local users watching haircare content on YouTube. Smart, right?

🤖 AI Is Changing Everything

“AI is like the lifeblood of everything that we do now.” — Nick
“Record yourself talking. Let AI turn it into a blog post.” — Scott

I used Notebook LM to analyze a YouTube transcript, ChatGPT to write the blog you're reading right now, and AI to generate social posts—all within minutes.

I even tested Grok 3 for more complex stuff (like family trust docs...long story). The point is, AI isn’t replacing us—it’s amplifying us.

Scott and I both believe that a billion-dollar company can be built by one person who knows how to properly use AI.

🔁 The Only "Secret Sauce"? Consistency.

“Consistency is the most important thing.” — Nick

You don’t need to post every day. But you do need to keep showing up.

Pick one platform, create valuable content, and repurpose it: TikTok, Reels, Shorts, blog posts, email newsletters. Whatever works for you. The algorithm loves it—and so will your clients.

🧠 The Future of Search: No More 10 Blue Links

Scott warns that the good old Google page with two ads and ten links is disappearing.

“Google’s in AI mode now.”

It’s not enough to have a website—it has to be valuable. AI is scanning sites to formulate answers. That means your content needs to be legit. No more keyword stuffing or SEO hacks. Just quality.

💸 Digital Products = New Revenue Streams

This is where I get fired up. Your knowledge is worth something.

Whether you're a stylist, a trainer, a local shop owner—you can turn your expertise into:

• Courses
• Tutorials
• Templates
• Guides

I use Shopify for my courses. Want to list them on Instagram Shop? Simple hack: list it as a shippable product with $0 shipping. Boom—digital on a physical platform.

This is what I call The Personal Economy—leveraging your time, skill, and knowledge to build a business that prints opportunity, not just income.

🎬 Final Thoughts

Digital marketing isn’t a mystery anymore. The tools are out there. The knowledge is free (especially on Scott’s channel). And if you’re willing to learn and stay consistent, your business can thrive without spending a fortune.

🔗 Want to learn more?

• Subscribe to Scott Redgate on YouTube for step-by-step tutorials on SEO and Google Ads.
• Grab his AI Marketing Playbook at ScottRate.com/Playbook and use code HAIR for 25% off.
• Follow me @NickMirabella for more behind-the-scenes of how I’m building a personal economy with AI, Shopify, and great hair.

Your Takeaway:

You don’t need a big budget. You just need a big vision and the right playbook.

Watch Full Podcast Episode HERE