At 99 Calls, staying ahead of Google’s constant changes isn’t optional; it’s essential. As SEO Director, Dipa Gandhi leads the charge in organic lead generation, Google Business Profile strategy, and adapting to the evolving world of AI-driven search.
We sat down with Dipa to talk about SEO, AI Overviews, GBP optimization, and what it really takes to generate consistent, high-quality leads.
Q: Can you tell us about your role at 99 Calls?
DIPA:
I’m the Director of SEO at 99 Calls. I handle all the backend work for both our website and our clients’ websites when it comes to organic SEO. That includes everything from optimizing websites to building and managing listings like Google Business Profile, Yelp, and other directories.
A big part of my role is staying on top of Google updates, especially with AI Overviews, and figuring out how to adapt strategies. We’re constantly improving processes and finding ways to use AI while still keeping that human touch.
Q: How do you keep up with Google’s constant changes?
DIPA:
Being part of the Google Business Profile Product Expert program definitely helps. We have weekly meetings and often get early insights into updates.
Outside of that, I stay very active on platforms like LinkedIn and X, following key leaders in the SEO space. Sometimes, we even catch changes before they become widely known, which helps us stay ahead.
Q: What drives consistent organic lead generation?
DIPA:
There are 2 main pieces: your website & your Google Business Profile. They really go hand in hand. You need a well-optimized website with unique, high-quality content, not generic content you can find anywhere. At the same time, your GBP needs to be fully optimized and actively managed.
Years ago, you could set things up and forget about them. That’s not the case anymore. You need to consistently update your site with blogs, FAQs, and fresh content, and actively manage your GBP with reviews and posts.
Q: What role does Google Business Profile play today?
DIPA:
GBP is one of the most powerful free lead generation tools available. An optimized profile means completing every field, selecting the right categories, adding services, updating hours, and keeping everything accurate. But beyond setup, it’s about ongoing activity.
You should be getting reviews consistently, responding to them, posting updates, and monitoring changes. Google wants to see that you’re actively managing your profile.
Q: What are common GBP issues or mistakes you see?
DIPA:
Some of the biggest issues include:
- Using a P.O. box address, which can lead to immediate suspension
- Incorrectly setting up a service area business vs. a storefront
- Keyword stuffing in the business name
- Not monitoring ownership requests or suggested edits
A lot of ranking issues also result from inactivity; no reviews, no updates, and no engagement.
Q: How do SEO and GBP work together?
DIPA:
Think of it like a Venn diagram.
You have your website on one side and your GBP on the other, with overlap in the middle. Your website feeds into your GBP because it’s linked there, and both influence each other’s performance. When both are optimized and consistently updated, that’s when you start seeing strong lead flow.
Q: How important are reviews today?
DIPA:
Reviews are huge.
It’s not just about having a high rating; it’s about having consistent, real reviews with actual comments. Google and users both care about trust. Video testimonials are even more powerful because they add a human element that builds credibility instantly.
Q: How are AI Overviews changing SEO?
DIPA:
AI Overviews are a major shift, but I see it as SEO evolving rather than something completely new. The key is creating content that matches how people actually search, real questions, and clear answers. That’s why FAQs and blog content are so important. Google is pulling content directly from sites that answer questions in plain, natural language.
Q: Can businesses pay to appear in AI Overviews?
DIPA:
No, not directly.
The best approach is to invest in proper SEO. That means optimizing your website with the right content and structure, so you have the best chance of being included.
Trying to separate “SEO” and “AI optimization” doesn’t really make sense. It’s all part of the same strategy.
Q: How has local search changed over the years?
DIPA:
Fifteen years ago, you could launch a website and start getting leads almost immediately. Today, competition is much higher, and the biggest shift has been AI. Between Google AI Overviews, ChatGPT, and other platforms, people are searching differently.
It’s no longer just about ranking at the top of search results. It’s about being included in AI-generated answers as well.
Q: What advice would you give contractors just getting started?
DIPA:
Start by setting up and verifying your Google Business Profile. That alone gives you a head start. Then, work with professionals who understand SEO and do your research. Look at reviews, reputation, and results before choosing a partner.
Final Thoughts…
DIPA:
SEO isn’t static. It’s constantly evolving. From Google updates to AI-driven search, staying competitive requires ongoing effort, adaptability, and the right strategy.
Don’t set it and forget it.
Still have questions? Give 99 Calls a ring!