Welcome to “Failing to Success”, in this episode Andrew Shotland, founder of Local SEO Guide is interviewed by our host Chad Kaleky with Cosmic Design. Shotland revealed how he got started in the field of SEO (search engine optimization) after losing about a billion dollars. He was working at Insider Pages, an early version of Yelp, and found a guy who taught him some tricks of SEO. The company's traffic grew to millions of people almost overnight, enabling them to raise money from big VCs. However, the head of marketing decided to redesign the website, causing them to lose almost all their traffic overnight. They ended up selling the company to City Search, and Shotland lost his job.

Shotland's story highlights that businesses must solve a customer pain point to be successful. He advises smaller clients and new employees to remember that Local SEO Guide is about helping clients save their jobs or create jobs, not just making businesses money. Shotland acknowledges that there were many hiccups during his 17-year journey, and there was a moment when he had to reevaluate his strategies.