SpearPoint Marketing LLC

Principal Owner, Marketing Consultant

Brands and Brews Marketing Podcast

Host of the Brands and Brews Marketing Podcast. Where we talk about marketing - while drinking beer.

Podcast Host

Jessemcfarland.com

Marketing strategy and demand generation consulting services.
As well as monthly digital marketing such as: SEO, PPC, local search, and digital marketing services.

Marketing Consultant

VITAC

Created 2022 GTM plan and demand gen engine from ground up for the Media vertical at Verbit and VITAC – a human, SAAS, and AI company that provides accessibility and inclusive products and services.

Senior Director of Demand Generation

Net Health

[Acquired Optima Healthcare Solutions June 2019]
Director, Founder, and Head of Growth of Digital Marketing Solutions and Patient Engagement Marketing product lines at Net Health (SaaS healthcare solutions). 

Jesse's Journey at Net Health:

● 2016 - 2020: General Manager of BuildPT a startup marketing agency. Became the fastest growing digital marketing brand in physical therapy

● 2018: Optima Healthcare Solutions acquires BuildPT

● 2019: Net Health acquires Optima Healthcare Solutions and transitioned BuildPT to Net Health Digital Marketing Solutions

● 2019 - 2021: Radically grew ARR and expanded Digital Marketing Solutions into SNF, ALF, Hospice, Wound Care, and Hospital markets. Created new product line: Patient Engagement Marketing.

Highlights:

● 4900%+ increase in ARR from 2016 to 2020: 
    ◦ Created demand generation engine through thought leadership and multichannel content marketing campaigns via: Webinars, Blogging, SEO, PPC, email marketing, and trade shows

● Founder and P&L owner of two business/product lines: Digital Marketing Solutions & Patient Engagement Marketing
    ◦ Created BuildPT product line in 2016
    ◦ Rebranded BuildPT to Digital Marketing Solutions and revamped product line in 2019
    ◦ Founded Patient Engagement Marketing in 2021

● Innovative Leader in Healthcare SAAS Digital Marketing and Patient Engagement
    ◦ Webinar Presenter
    ◦ Panelist & Speaker

Director of Digital Marketing Solutions

BuildPT

Accelerated BuildPT into a top digital marketing agency within the physical therapy marketing vertical with 4900% revenue increase between 2016 and 2020.

I achieved this by:
● Creating and launching scalable digital marketing products for healthcare practices
● Developed a demand generation engine with a focus on industry leading thought leadership with webinars, speaking engagements, multichannel content marketing campaigns, and targeted paid advertising.
● Launched focused ABM campaigns targeting hospitals and enterprise practices

BuildPT was the fastest growing digital marketing agency in the physical therapy marketing space and was acquired by Optima Healthcare Solutions in October of 2018 and then Net Health in June of 2019. The BuildPT brand sunset in 2021 and transitioned to Net Health Digital Marketing Solutions.

Director of Marketing & General Manager

Smart Reach Digital - Powered by Entercom

Product Manager of: Website Development, SEO, & Social Media at Entercom Communications Corp. (NYSE: ETM) - a leading American media and entertainment company reaching and engaging over 170 million people each month through its premier collection of highly rated, award winning radio stations, digital platforms and live events.

Manage all aspects of these products from the proposal to sales to fulfillment. This includes: sales training, vendor management, strategy, troubleshooting, process, billing, reporting, as well as the industry expert of these products for our 200+ radio stations in 25 markets across the country.

Product Manager - Digital Marketing 

ShopAtHome

Managed, created, and optimized SEM campaigns (Google Adwords, Bing Ads, AdRoll, and other 3rd party vendors)

Worked with a small team that successfully managed a $40 MM annual SEM budget for major retail brands that include: Macy’s, Target, Kroger, and more.

Search Engine Marketing Manager

51Blocks

Responsibilities: 
~ SEO Strategic Researcher/Account Analysis
~ Local Search Product and Department Manager
~ PPC & Paid Search Company Expert + Product and Department Manager
~ Managed a small team of SEO and Local Search Specialists

Digital Marketing Manager

McFarland Training

Owner

SEO Marketing Agency - thespearpoint.com | Helping entrepreneurs grow their business 🚀 | Podcaster 🎧

SaaS, B2B Ecommerce, Consulting Firms, Technology, and Cybersecurity:

These days, getting more traffic and qualified leads is as difficult as driving with a blindfold.

Their strategy isn’t targeting high-intent search terms.
They’re attracting the wrong audience for their services.
They’re failing to convert the traffic they do get into leads.
If you’re like most SaaS and B2B companies, you’ve tried:

❌ Basic blogging without keyword strategy
❌ Investing in paid ads without ROI
❌ DIY SEO efforts with limited results

But none of that works… especially in today’s economy, where everyone’s getting traffic but not enough conversions, and no one wants to commit to a long-term SEO strategy or invest in conversion optimization.

That’s why we help our customers increase inbound leads and generate demand using targeted SEO services.

Within 6 months, our team will help you to:

✅ Improve search rankings
✅ Increase conversion rates
✅ Improve Google My Business ratings
✅ Increase impressions and brand awareness

All that’s left for you to do is book a free demo.

More than 50 companies trust us with their SEO. Our clients typically double their leads within 6 months.

Here’s what 2 of our customers had to say:

“Honesty and focus on the results. No BS. Our content plan is on fire and we now have leads coming from SEO and social media efforts.” — SaaS: CEO of Zen Supplie

“In a matter of just a few months, we went from landing on Google and Bing’s 4th or 5th page to the very 1st page. Our organic impressions and clicks to our website have grown tremendously.” — Ecommerce: Owner of Cuda’ Powersports

Ready to increase your leads? Book your 15-minute consultation and we’ll show you how: https://bit.ly/3ZIA15T

See you there!

----

Podcast host of the Brands and Brews Marketing Podcast - where we talk about marketing while drinking beer.   👉 brandsandbrews.com 👈


More about me...
👉 jessemcfarland.com 👈  

Experience:
● SAAS
● Healthcare
● Agency
● Media
● Legal
● Fitness
● Start Ups

Specialties:
✓ SEO
✓ PPC, SEM
✓ ABM
✓ Social Media Marketing
✓ Reputation Management & Local Search
✓ Content Marketing - Multi-Channel Campaigns
✓ Webinars
✓ Podcasts
✓ Customer Engagement & Patient Engagement
✓ Marketing Automation - Email Marketing
✓ Strategic Planning - Go To Market Planing
✓ Product Management
✓ Product Owner - Scrum
✓ Marketing Operations

Google doesn’t just rank websites — it recognizes brands.

When Google sees your name across trusted sites, directories, and community pages,
it treats your business like a real entity — not just a URL.

That’s how you win in both SEO and GEO.
Because GEO doesn’t just list nearby businesses…
👉 It cites brands with trusted mentions across the web.

If your business only exists on your website, Google can’t confidently recommend you.
But if you’re visible across multiple trusted sources, it sends a clear signal:
“This brand is legitimate, known, and active.”

How to do it right:
✔ Get listed in general directories (Yelp, Yellow Pages)
✔ Add niche directories (Avvo for lawyers, ClassPass for gyms)
✔ Seek community mentions (chambers, nonprofits, event sponsors)
✔ If notable, pursue a Wikipedia entry

The more proof points you have, the more Google trusts you —
and the higher you show up in search and Maps.

This is Part 3 of my series:
Building a Brand that Wins for SEO & GEO → Put Your Brand on Other Sites

📅 Next up: Part 4 – Reviews: Your Reputation Engine

#SEO #LocalSEO #BrandBuilding #GEO

Jesse McFarland

Building a Brand That Wins for SEO & GEO - Part 3

Owner - Spearpoint Marketing | Conversion-Based SEO That Prioritizes Sales and Leads—Not Just Rankings.

Social media doesn’t just build followers — it builds trust signals.

Even though social media isn’t a direct ranking factor, it plays a huge role in SEO and GEO.
Why?
Because when someone Googles your business, your social profiles often occupy multiple spots on Page 1.

If they’re inactive… outdated… or inconsistent?
Your brand looks invisible — or worse, untrustworthy.

But when your social profiles are active and aligned, they send powerful signals:
👉 Your business is legit
👉 Your brand is active
👉 Your online presence is alive and consistent

How to do it right:
✔ Keep your core profiles active: LinkedIn, Facebook, YouTube, Instagram
✔ Post regularly: updates, photos, behind-the-scenes content
✔ Use consistent branding across all platforms
✔ Link your profiles back to your website and Google Business Profile

A martial arts school with an active Facebook page, a YouTube channel full of training tips,
and community updates on LinkedIn looks alive.
Their competitor with only a dusty website?
They look invisible.

Owning your social real estate doesn’t just build community —
it reinforces brand legitimacy across search and boosts your SEO + GEO footprint.

This is Part 5 of my series:
Building a Brand that Wins for SEO & GEO → Own Your Social Real Estate

📅 Next up: Part 6 – Consistency Everywhere (NAP + Schema)

#SEO #LocalSEO #DigitalMarketing #BrandBuilding

Building a Brand that Wins for SEO & GEO - Part 5

This has been my best quarter ever for SEO leads from my own website.

Q4 is usually rough for agencies.
Budgets tighten. Decision-making slows. Pipelines dip.
Not this time.

Here’s what’s working 👇

1. Relentless page refinement
For the last 3 months I’ve been tweaking layouts based on historical conversion data and where I rank in Google Search Console. Headlines, CTAs, sections, order of content—if it doesn’t help conversions, it gets changed. Still plenty more to do.

2. Heavier trust signals
I’ve added more reviews, case studies, and testimonials and made them way more visible across key pages. Social proof shouldn’t be buried in a tab or footer.

3. Going all in on the right markets
I doubled down on B2B and Fitness—the spaces I enjoy and already rank in. Built content pillars that support the industry service pages and tightened up the messaging + trust signals around those offers.

4. Gated content (yep, I said it)
My Free Fitness SEO Playbook is gated behind name + email.
I don’t chase anyone with sequences… but about 50% of people who download it end up asking for a demo.
Say what you want about gated content—but it’s working.

5. Treating my own SEO like a client
Growth this year meant my own SEO slipped. Now I have more internal resources (actual people, not just tools), and I’m making my own site a priority again. There’s still a LOT left to do.

Even us SEOs need to do a better job of doing our own SEO.

Peace ✌️

#SEO #CRO #Conversions

Reviews are more than social proof — they’re a ranking factor.

In local SEO, reviews are one of Google’s strongest trust signals.
They impact your visibility in the Map Pack, your click-through rate, and whether customers believe your brand is credible.

This might be my favorite part of the entire series — because reviews do double duty.
They don’t just build reputation; they build rankings.

How to do it right:
✔ Ask consistently — make it part of your process
✔ Reply to every review — Google notices, customers appreciate
✔ Showcase reviews on your website and social channels
✔ Focus on steady growth, not quick spikes

A gym with 115 five-star reviews, actively engaging with customers,
outperforms competitors with fewer reviews, lower ratings, or weak engagement.

Guess who gets the click?

This is Part 4 of my series:
Building a Brand that Wins for SEO & GEO → Reviews: Your Reputation Engine

📅 Next up: Part 5 – Own Your Social Real Estate

#SEO #LocalSEO #GEO

Building a Brand that Wins for SEO & GEO Part 4 (Reviews)

Sometimes growth means giving up easy wins.

This season, my football team — Team Storm — decided to move up an age division.
That meant playing against teams up to two years older than us.

After winning 4 championships in 5 seasons, we knew this would be a challenge.
And it was. We didn’t win the league this year.
But we still earned the #3 seed in the playoffs — competing hard every week.

The goal wasn’t another trophy.
It was to get better.
To face tougher competition.
To learn how to respond when things don’t go our way.
To build resilience.

And that’s the same mindset I bring to business.
You can’t grow if you only play in divisions you’ve already mastered.
Sometimes you have to move up, take some losses, and use them to level up your game.

🏈 Keep competing. Keep learning. Growth > comfort.

#Leadership #Coaching #Resilience

If your business info isn’t consistent across the web, Google won’t trust you.

And if Google can’t trust your data…
you won’t rank — no matter how good your content is.

Most businesses don’t lose local visibility because of competition.
They lose it because their brand data is a mess.
Different phone numbers… mismatched addresses… outdated listings…
Small cracks that create big trust problems for both users and algorithms.

Clean, consistent data is one of the strongest signals you can send to Google’s entity system.
It tells search engines:
👉 “This is a real business.”
👉 “These details are accurate.”
👉 “You can confidently match us to this location.”

How to do it right:
✔ Audit your NAP (Name, Address, Phone) across every directory
✔ Fix errors and outdated listings
✔ Use schema markup to reinforce correct business information
✔ Add sameAs markup linking your site to verified social profiles

When your brand info is tight and aligned,
Google trusts you more — and ranks you higher in local search and Maps.

A restaurant with different phone numbers on Yelp and Google creates confusion.
But a competitor with perfectly consistent NAP everywhere (plus schema)
wins the local pack almost every time.

Consistency = credibility.
Credibility = rankings.

This is Part 6 of my series:
Building a Brand that Wins for SEO & GEO → Consistency Everywhere (NAP + Schema)

📅 Next up: Part 7 – Thought Leadership at Scale

#SEO #LocalSEO #GEO

Brand that Wins for  SEO & GEO PART 6

Most people think backlinks are just for Google rankings.
But in 2025, they play a whole new role:

- They help you get quoted by AI.

ChatGPT. Gemini. Perplexity. Bing.
These platforms pull from content they trust.
And backlinks are one of the strongest signals of that trust.

✅ Backlinks build brand credibility and domain trust — and AI likes that.
It’s how LLMs decide what sources to surface, cite, or summarize.

In traditional SEO, backlinks helped you rank.
In Generative SEO, they help you get cited.

- That’s why off-page SEO isn’t dead — it just evolved.

👇 In this carousel, I break down how backlinks influence LLMs (and how we use tools like Serpzilla to build the right kind of links).

#SEO #GEO #LMO #LinkBuilding #DigitalPR

How Backlinks Help You Get Cited by LLMs

Started Thanksgiving morning the best way I know how… with my family, running the local Turkey Trot.

Fitness isn’t just about performance. It’s about presence.
Sharing miles, laughs, and challenges together builds the kind of connection that lasts far beyond the finish line.

Family and health are two things I’ll never take for granted.

Don’t work too hard and have a wonderful weekend.

#FamilyTime

SEO & Marketing leader with 15+ years of B2B, B2C, Legal, SaaS, Healthcare, & more.   👉 thespearpoint.com 👈 



Podcast host of the Brands and Brews Marketing Podcast - where we talk about marketing while drinking beer.   👉 brandsandbrews.com 👈


More about me...
👉 jessemcfarland.com 👈  

Vast knowledge in many digital marketing & demand generation solutions in a variety of settings in both business development and product management. 

Passionate about business growth by efficient marketing solutions and practices that show a proven success through a net positive ROI. 

Experience:
● SAAS
● Healthcare
● Agency
● Media
● Legal
● Fitness
● Start Ups

Specialties:
✓ SEO
✓ PPC, SEM
✓ ABM
✓ Social Media Marketing
✓ Reputation Management & Local Search
✓ Content Marketing - Multi-Channel Campaigns
✓ Webinars
✓ Podcasts
✓ Customer Engagement & Patient Engagement
✓ Marketing Automation - Email Marketing
✓ Strategic Planning - Go To Market Planing
✓ Product Management
✓ Product Owner - Scrum
✓ Marketing Operations

Noteworthy:
● Significantly grown startups
● Managed small to large marketing budgets ($50K -$40M annually)
● Managed small to mid-size marketing & product teams
● Creator & Founder of Marketing Products: Patient Engagement Marketing, Digital Marketing Solutions, BuildPT

Top 5 Reasons Blogging Still Matters in 2026 (Especially for Business Owners)

Every year someone says “blogging is dead.”
But here’s the truth: it’s still one of the most valuable things you can do for your business.

If you run a company, here’s how blogging directly benefits you in 2026:

1. Your customers still use Google (and SEO is alive and well)
People still search.
People still compare.
People still want answers.
Blogs help you show up for the questions your ideal customers are typing into Google right now.

2. You get discovered inside AI tools (AEO)
AI engines need content to cite.
If you don’t publish helpful, original insights, you won’t appear in ChatGPT, Perplexity, or any other AI assistant.
Blogging gives these tools something to pull from — and that gets you visibility you can’t buy.

3. You build authority faster
Customers trust the brand that teaches, explains, and simplifies.
A consistent blog makes you the go-to expert in your space… before the sales call even happens.

4. You create long-term assets that keep working
A strong blog post can drive traffic and leads for years.
It compounds.
It stacks.
It quietly grows your business 24/7 while you focus on everything else.

5. You fuel your entire content ecosystem
One blog can become:
→ LinkedIn posts
→ Emails
→ Short videos
→ Training materials
→ Podcast topics
→ Sales enablement content
Creating once and repurposing everywhere saves you time and makes you more consistent.

Blogging in 2026 isn’t “old school.”
It’s a strategic advantage — especially when everyone else is relying only on AI shortcuts.

If your competitors zig… try zagging.
Teach. Publish. Share. Build. It works.

Want help turning blogs into true SEO and AEO assets? DM me.

Proof that small businesses can outrank the big guys.

Today when you search “Top Personal Training Studio in Denver” on ChatGPT…
you’ll see Fight Gravity Fitness — one of my clients — right at the top. 💪

They’re a small personal training studio competing against much larger fitness brands — including one nearby with multiple locations and a huge marketing budget.

We didn’t get there by flooding the web with generic content.
We got there by building digital authority the right way:
✅ Strong digital branding
✅ Solid reputation & reviews
✅ Quality backlinks
✅ Unique positioning that stands out in the fitness market

That’s what real SEO + GEO (Generative Engine Optimization) looks like in action.
You don’t need to be the biggest — just the most trusted and recognized.

🔥 Want to learn how to get results like this for your business?
DM me — I’ll show you how.

#SEO #GenerativeEngineOptimization #GEO

This is my kids’ basketball team.
Same group of kids I coach in football — relentless, physical, aggressive, and confident.

We’re easily the smallest team in the league…
but we overwhelm opponents with swarming defense and nonstop pressure.

It’s not about size.
It’s about chemistry, preparation, and mindset.
These kids have played together for years — they trust each other, play fast, and know how to turn teamwork into a competitive edge.

It reminds me a lot of business (and SEO):
You don’t need to be the biggest agency or company to win.
You just have to move faster, think smarter, and stay unified around a clear strategy.

Just like here at SpearPoint Marketing: Small teams win all the time — because they’re hungry.

#Leadership #Teamwork #SEO

Conversion-Based SEO starts the moment a visitor lands and trust decides whether they stay.

SEO brings the right traffic.
But trust signals?
They turn that traffic into conversions.

When someone hits your homepage, they’re making an instant judgment:
“Do I trust this brand enough to take the next step?”

That’s why trust signals need to sit right next to your CTAs, not buried at the bottom of the page.

The closer they are, the less friction the user feels — and the faster they move.

Strong trust signals include:
✅ Reviews & testimonials
✅ Client logos
✅ Industry certifications
✅ Case studies or success metrics
✅ Guarantees or credibility badges

In Conversion-Based SEO, the content that surrounds your CTA is just as important as the CTA itself.
Confidence powers conversion.

Here’s how we do it on our own site 👇
- Customer Testimonial
- Industry Review Sites
- Client Logos
-> Surrounding Both Conversion Buttons...

Traffic gets them to your site.
Trust gets them to say yes.

#ConversionBasedSEO #CRO #SEO

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