Small Business Solutions for Standing Out in Search and Socials
For their final Small Business Solutions Hub program of the year, the Springfield Area Chamber of Commerce convened two experts in the field of digital presence – Rob Reilly, owner of Mixed Handed Branding, and Dr. Noelle Nelson, director of Insights Research Lab – to offer tools, trends, and takeaways on Search Engine Optimization (SEO) and social media.
With strong attendance both in person and virtually, the program highlighted growing interest in accessible digital marketing strategies among small business owners. Recognizing that many lack the resources of a dedicated marketing team and that the landscape of online tools changes rapidly, the presenters outlined several practical, low-barrier techniques that can drive measurable improvements in online visibility and audience engagement.
After brief remarks from presenting sponsor Kaiser Permanente, the program opened with Rob Reilly, founder and self-described “Chief Poncho Wearer” of Mixed Handed Branding. Reilly’s presentation centered on the fundamentals of search engine optimization (SEO), a cornerstone of his company’s full suite of marketing services, which also includes website design and development, graphic design, social media marketing, and more.
Reilly emphasized that search engine optimization (SEO) remains one of the most effective ways for businesses to cut through the noise online. Even if a company has an established website, that doesn’t guarantee potential customers are finding it. He noted that while over half of web traffic is derived from organic searches, less than 1% of users will click results past the first page of search results. To improve visibility, business owners should ensure their sites include relevant keywords, maintain an updated Google Business profile, and begin adapting content to align with emerging AI-driven search functions.
Beyond the classic advice to “Google yourself” or search for your services to see where you rank, Reilly encouraged attendees to take their research a step further by using a Search Engine Results Page (SERP) checker, such as the one available on brightlocal.com. These tools provide a clearer picture of how Google displays results based on specific search terms and geographic areas, while also helping businesses identify the keywords and metadata competitors use to secure higher rankings. Another piece of advice focused on back-linking, or ensuring correct links to your website exist on other sites that users might be browsing, like blogs, the Springfield Chamber business directory, or yellowpages.com.
Reilly also addressed the growing influence of artificial intelligence (AI) on online search, noting that AI is not only integrating with traditional search engines but, in some cases, the speculation is that they may replace them. While AI can be a valuable tool for content creation, he cautioned that originality and strategic messaging are more critical than ever. Businesses relying too heavily on AI-generated copy risk blending into a sea of repetitive, formulaic content — making distinctive, human-centered storytelling an increasingly powerful differentiator.
Between speakers, Paige Walters of the Springfield Chamber staff reminded members that their business listing on the Chamber’s directory also offers a space for specific keywords to be added in order to boost the likelihood of being found when searchers punch in services they are looking for. Not only does this help businesses rise to the top of search within the Chamber’s business directory listings, but it also translates over to Google search results when combined with search terms like “in Springfield.”
Next, the audience heard from Dr. Noelle Nelson, director of the Insights Research Lab at the University of Oregon’s Lundquist College of Business. Specializing in marketing and consumer behavior, Dr. Nelson opened her segment with a reminder that while social media operates in a digital space, it remains a deeply human network that thrives on genuine participation.
Many attendees were reassured to learn that success doesn’t require being active on every platform at once. Instead, Dr. Nelson advised focusing efforts on one or two platforms that best align with a business’s brand identity and where there’s real capacity to engage meaningfully. Engaging with and sharing digital space with brands that offer similar services was a piece of advice Dr. Nelson offered, suggesting that your customers are going to be engaging with your competitors no matter what.
“Think of your brand as a real person. What kind of person do you want your brand to be seen as, and who would this person want to be associated with?”
– Dr. Noelle Nelson, director, Insights Research Lab
Dovetailing with Reilly’s discussion of AI, Dr. Nelson shared research indicating that consumers are becoming increasingly adept at identifying AI-generated content, and often prefer authentic, verifiably human communication instead. In an online environment saturated with misinformation and repetitive messaging, she noted, authenticity and differentiation are not just desirable but essential for building trust and standing out.
While there won’t be a recording of this program available, the Chamber’s Small Business Solutions Hub programs are typically recorded and stored for future viewing on their website and YouTube channel. Looking ahead to 2026, the Chamber plans to host a fresh suite of quarterly Hub programs, each focused on timely topics and actionable insights for local small businesses.
The Springfield Area Chamber of Commerce thanks its Small Business Solutions Hub title sponsor, Kaiser Permanente, as well as investors Chambers Construction, Eugene Area Radio Stations (EARS), Hershner Hunter, Insights Research Lab, OCCU, Springfield Utility Board, and WaFd Bank. They would also like to thank IEQ Technology for sponsoring lunch from Safeway.
About Small Business Solutions Hub
The Small Business Solutions Hub is a digital resource designed to connect small business Chamber members to a network of local experts and partners, business advising services, and a library of Chamber education tools. The hub will evolve to meet local needs with quarterly business education programming, and information from local investor partners.
