How SMBs Get Found on Google and AI Search

Brand building and the role of marketing for SMBs

For Somera, marketing goes beyond advertising; it is the continuous process of shaping the customer experience across three pillars: clear value proposition, commitment to delivery quality, and customer retention. He argues that advertising without operational backing accelerates the downfall of growing companies.

"Advertising is when you want to amplify a message that already exists," Somera states. He reinforces that commercial priorities should focus on relationship longevity: "It's not about making a single sale to a customer; it's about having a customer you occasionally sell to."

The 4 Cs framework for relationships

Drawing from personal experiences and managing Solutudo, Somera developed the 4 Cs framework to minimize friction in business partnerships, hiring, and personal life: connect, contract, calibrate, and celebrate. The premise stems from the fact that misalignments and operational hiccups are inevitable over time.

"The third C is calibrate. Let's align upfront: I know we love each other and believe in fairy tales right now, but eventually I will do something you won't like," Somera explains, advocating for regular check-ins to adjust expectations before relationships fray.

Rafael Somera's journey and the birth of Solutudo

Raised in his family's retail business, Somera founded Solutudo in 2005 in Botucatu as a print directory for regional events. Amid digital transformation, the company digitized its operations, launched proprietary apps, and migrated to the web to keep pace with changing consumer habits.

"We don't do digital marketing; we do digital truth. I just want who this person really is to show up," Somera highlights, noting that the platform's mission is to showcase the story and service capabilities of local merchants.

Neglected local marketing and the referral trap

Somera warns that many established companies overlook digital channels because they rely solely on word of mouth. This dependency eliminates revenue predictability and prevents service providers from selecting higher-margin clients, while also risking lost contracts to competitors with up-to-date online listings.

"75% of service providers and small businesses have no digital presence—it's not that they are doing poorly online, they simply don't exist," Somera observes, emphasizing that outdated or incomplete business profiles immediately lose local traction.

The future of SEO and local search in the AI era

Assessing the rise of generative AI and AI-powered search overviews, Somera argues that descriptive, conversational content is becoming the deciding factor for recommendations. SMBs should focus on directly answering everyday customer questions rather than trying to game algorithms.

"In reality, the algorithm is there to understand what matters to people," Somera explains. "Every time we focus on the customer, their language, how they speak, and the questions they would ask at the front desk, you simply can't go wrong."

Online reputation management and supporting small businesses

Managing public perception requires treating online reviews with the same seriousness as in-person complaints. Somera notes that prompt responses to feedback demonstrate maturity and empathy, while average ratings slightly below a perfect score often build greater consumer trust.

"Companies with a 5.0 rating are trusted less than those between 4.5 and 4.7," Somera states regarding review authenticity. He concludes by urging consumers to actively recommend and leave positive reviews for local establishments they support.