If you’re a Maryland business owner trying to figure out why your competitors seem to be easier to find online, you’re looking in the right place.
I’m Michael Spinoe, a Maryland digital marketing consultant based in Frederick, Maryland. I work with local and home-service businesses that want to improve how they are found across Google, Google Maps, websites, social media and the rapidly changing world of AI search.
My approach is built around a simple idea:
Being a great business is not enough if customers can’t find you.
Who Is Michael Spinoe?
I bring something to digital marketing that is important to me: firsthand experience as a business owner.
Before working in digital marketing, I owned and operated a plumbing company. I understand what it is like to worry about the phone ringing, keeping employees busy, finding good customers, competing locally and making sure the money spent on marketing produces an opportunity to grow.
Today, I use that business-owner perspective when helping companies evaluate their digital visibility.
I’m particularly interested in helping businesses understand not only what their website looks like, but how their business appears when potential customers search.
What Is Digital Visibility?
I use the term Digital Visibility to describe how easily customers can find, understand and trust a business across the places where they search for services.
That can include:
- Google Search
- Google Maps
- A company’s website
- Local search results
- Reviews
- Social media
- YouTube
- Paid advertising
- Business directories
- Third-party websites
- AI search platforms
The digital landscape is no longer just a search box and a website.
People increasingly ask questions and expect an answer.
That means businesses need to think about how their information can be discovered, understood and presented across multiple search environments.
Why I’m Focused on AI Search
Search is changing.
People can now ask conversational questions about businesses, services and products using AI-powered search experiences.
Instead of searching:
“Frederick plumber”
someone might ask:
“Who are some reputable plumbers serving Frederick County who handle water heater problems?”
Or:
“What plumbing companies near Frederick offer emergency service?”
Or:
“How can I find a local roofer for a roof replacement?”
Those are different ways of looking for a business.
My goal is to help business owners understand this changing environment without getting caught up in hype or promises that nobody can guarantee.
Can a Business Appear in ChatGPT?
Yes, public websites can be surfaced in ChatGPT Search when they are relevant to a user’s question.
OpenAI says public websites can appear in ChatGPT Search and that website owners who want their content to be discoverable and surfaced should make sure they are not blocking OAI-SearchBot.
That does not mean a business can guarantee a particular position or guarantee that ChatGPT will recommend it.
It means businesses now have another reason to think carefully about the information available across their public digital footprint.
The Businesses I Work With
My experience and interests are particularly focused on local and home-service businesses, including:
- Plumbing companies
- Roofing companies
- HVAC companies
- Landscaping companies
- Tree-service companies
- Paving companies
- Fence and deck companies
- Restoration companies
- Pest-control companies
- Electrical contractors
- Garage-door companies
- Remodeling companies
- Other local service businesses
These businesses often compete in multiple cities and service areas, which makes digital visibility especially important.
The Three Maryland Counties I’m Focusing On
My current content focus includes businesses throughout:
Frederick County
Including Frederick and surrounding communities.
Montgomery County
Including Rockville, Gaithersburg, Germantown, Bethesda, Silver Spring, Olney, Clarksburg and surrounding communities.
Baltimore County
Including Towson, Cockeysville, Hunt Valley, Owings Mills, Perry Hall, Parkville, Catonsville, Dundalk and surrounding communities.
What I Look At When I Review a Business
I don’t believe a digital marketing review should start and end with a website.
I look at the bigger picture.
Can potential customers find the business when searching for its services?
Google Maps
How visible is the business in local search?
Website
Does the website clearly explain what the company does, where it works and why customers should consider it?
Service Areas
Does the online presence clearly communicate the communities the company actually serves?
Reviews
Does the business have a strong and authentic reputation across relevant platforms?
Content
Does the business answer the questions potential customers are asking?
Social Media
Is the business creating useful information that helps establish credibility?
Video
Does the company have visual evidence of its work, expertise and experience?
AI Search
Is there enough useful, consistent and publicly available information for AI-powered search experiences to understand the business?
My Philosophy
I don’t believe businesses necessarily need more marketing.
I believe many businesses need better visibility.
The distinction matters.
A company can have:
- Great employees
- Great service
- Great reviews
- Great equipment
- Years of experience
- Competitive pricing
and still lose opportunities if customers don’t find it.
That’s why I use the phrase:
Your competition may not be better than you. They may simply be easier to find.
My Goal
My goal is straightforward:
Help business owners understand where they are visible, where potential gaps may exist and what opportunities they may have to improve their digital presence.
I’m not interested in making digital marketing more confusing.
I want business owners to understand what is happening and why it matters.
Explore More From Michael Spinoe
If you’re interested in learning more about digital visibility, start with these resources:
- The Maryland Small Business Digital Visibility Guide
- The 2027 Small Business Marketing Audit Checklist
- How Maryland businesses can get found in AI search
- Google and Google Maps visibility
- Digital marketing for Maryland home-service businesses
Want to Know How Visible Your Business Really Is?
I offer Digital Visibility Reviews for businesses that want to understand how they are appearing across Google, Maps, search, social media and AI-powered search.
Call Michael Spinoe: 240-910-1299
You can also explore the Digital Visibility resources on Mid-Atlantic Blog.
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