“In a world where AI, search engines, and social platforms are constantly evolving, your greatest competitive edge isn’t perfection—it’s showing up consistently, authentically, and everywhere your audience might discover you.”
In today’s hyper-digitized world, visibility is no longer optional—it’s the heartbeat of every modern business. Whether you’re a seasoned entrepreneur or just beginning your journey, understanding how to stand out online has become both a necessity and a puzzle. Search engines, social platforms, and now AI tools like ChatGPT are rewriting the rules faster than most founders can keep up. Yet behind the noise and overwhelm lies enormous opportunity, especially for small businesses ready to leverage the right strategies. That’s where experts like Holly Kissinger and TJ Robertson enter the conversation—bridging the gap between creativity, strategy, and the new era of digital discovery.
Holly Kissinger, co-founder of The Borderline, has spent a decade helping brands bring their stories to life through production and strategic support. She’s seen firsthand how founders struggle not from lack of passion, but from lack of guidance and accessible expertise. Meanwhile, SEO strategist and founder of TJ Digital, TJ Robertson, has dedicated 15 years to demystifying the “Google maze,” championing ethical, transparent, AI-powered marketing that empowers small businesses instead of confusing them. Together, they offer a refreshing and realistic roadmap for entrepreneurs navigating today’s complex digital ecosystem—where brand search, content diversity, and AI visibility matter just as much as traditional SEO.
Thank you so much for joining us Holly and TJ! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Holly: Thank you for having us—this is such a fun topic to dive into. My path started in the world of production, where I spent years creating everything from commercials to brand photo shoots. I was the person behind the scenes making sure things went smoothly—coordinating teams, producing creative concepts, and helping brands bring their stories to life.
That experience eventually led me to MayDay Agency. At MayDay, as we grew, I noticed we were consistently hiring outside production companies. I remember thinking, “We already know how to do this. Why don’t we bring production in-house?” That led to the creation of On The Fly Productions, which I now head.
And while working so closely with founders, another pattern emerged. Startups weren’t lacking passion—they were lacking access to people who could guide them in areas like strategy, branding, operations, and marketing. That inspired The Borderline: a place where entrepreneurs can get real expert guidance from people who’ve actually built things—without the overwhelming price tag of full agency retainers.
TJ: And I’m TJ. My background is very different but equally rooted in helping businesses grow. I’ve been deeply involved in SEO for 15 years—long before AI became mainstream. Before creating my agency, TJ Digital, I was leading strategy at another firm. But once ChatGPT entered the picture, it became obvious that everything about digital marketing was about to change.
People weren’t just “Googling” anymore—they were turning to AI tools for answers, recommendations, even problem-solving. I felt an urgency to rebuild SEO from the ground up in a way that embraced AI instead of resisting it. But inside a traditional agency structure, that level of innovation wasn’t easy.
So I took the leap and launched TJ Digital—a place where we combine AI with human strategy and operate with full transparency. Our clients see everything we do in real time. Nothing is hidden behind a wall. And honestly, it’s been the most exciting chapter of my career.
Holly, how did your journey evolve from production into co-founding The Borderline?
Holly: It grew from watching what founders struggle with day after day. At MayDay, we’d support amazing entrepreneurs who had ideas, creativity, and grit—but lacked the strategic advisors to steer them. They weren’t ready for a full agency, and yet they were making huge decisions alone, often second-guessing every step.
We kept seeing talented people hit the same roadblocks not because they weren’t capable, but because they didn’t have someone to say, “Here’s the smart play,” or “Don’t waste money on that yet.” That’s where The Borderline came from.
It’s essentially a board of advisors—brand strategists, SEO experts, creatives, operators, and more—who founders can book directly. No retainers. No long-term contracts. Just targeted expertise at the moment they need it.
Watching how much clarity and confidence founders gain after even a single session… that’s when I knew we created something truly needed.
TJ, what inspired you to leave your agency and build TJ Digital from the ground up?
TJ: It was the realization that marketing was changing faster than agencies could adapt. When AI tools like ChatGPT arrived, I immediately saw how they would reshape search behavior. People were now asking AI instead of scrolling through endless Google results. That fundamentally changes what SEO looks like.
But inside the agency I was working for, innovation was slow. I wanted to build new systems—AI-assisted research, modern content workflows, transparent reporting—but the environment wasn’t aligned with that level of transformation.
So I stepped out to create an agency designed for the future, not the past. At TJ Digital, we use AI strategically—not to replace humans, but to enhance what we can do. AI makes us faster and more efficient, while human judgment brings the nuance. And transparency is core to everything. Clients see our tasks, strategy boards, and conversations because SEO shouldn’t feel mysterious.
How did the two of you meet, and what role does TJ play on The Borderline?
Holly: This is my favorite part—we found TJ on TikTok! Julie, my co-founder, came across one of his videos and said, “You have to see this guy. He explains SEO in a way that makes total sense.” His clarity and honesty stood out immediately. We reached out, had our first conversation, and knew he needed to be part of The Borderline.
TJ: And I fell in love with the concept right away. What The Borderline offers is exactly what I’ve seen small business owners need for years. Most founders don’t need a giant agency—they need the right expert for the right amount of time.
So now I serve as one of their SEO and AI advisors. When entrepreneurs book with me, we dive into visibility, ranking, content, and how AI is reshaping everything.
Why do some websites soar on Google while others barely show up? What’s the real secret?
TJ: The biggest misconception is that there’s a single magic trick. There isn’t. SEO is more like a report card—all the subjects matter. Google rewards websites that perform reasonably well across many areas, not perfectly in one.
And the biggest mental shift: you’re not ranking your website. You’re ranking specific pages for specific searches. Once people understand that, things start to click.
What are the main categories Google looks at when determining rankings?
TJ: I like to break it into three easy buckets:
- Relevance – Is your page clearly about what someone is searching for?
- Authority – Do other reputable sites talk about you? Do people search your name? Do you act like a real brand online?
- Quality – Does your content genuinely help? Does it feel human, trustworthy, and useful?
Google uses machine learning to measure these things. There’s no “line of code” saying why something ranks. But we know the levers we can pull—and content, structure, brand presence, and engagement are among the most powerful.
For small business owners, what does “authority” really mean?
TJ: Authority used to be almost entirely linked to backlinks. And yes, they still matter—but Google now evaluates whether your brand exists in the real world. One of the strongest signals today is brand search volume.
If people hear about you—through social content, interviews, TikToks, podcasts—and then search your name, Google sees that as validation. And that’s something you can’t fake. That’s why creating content, showing up online, and building your presence pays off in multiple ways—not just SEO.
You brought up naming your business strategically. Why does including keywords in a company name matter?
TJ: It’s actually one of the few remaining SEO shortcuts that still works. If your business name includes your service—for example, “AutoShield Window Tinting”—Google sometimes can’t tell if someone is searching for the business or the service.
Every mention becomes a keyword signal. Every link becomes a boost. And every listing associates your brand with that service. It’s such an overlooked advantage, especially for local businesses.
How is AI changing what it means to ‘rank’ online today?
TJ: This is the part that feels like the Wild West—in a good way. When you ask ChatGPT for a recommendation, it doesn’t magically know the answer. It performs multiple searches behind the scenes—something called query fan-out—then scans up to 100 pieces of content.
Humans usually look at the first 3 Google results. ChatGPT looks everywhere.
That means:
- Even page-two content matters.
- Mentions on Reddit, Medium, or LinkedIn matter.
- Listicles and niche blogs matter.
AI doesn’t care where the mention came from—it cares how often your brand appears. It’s about presence, not perfection.
Is ranking in AI tools different from ranking in Google?
TJ: It is—and it isn’t.
You still need visibility in Google because AI relies heavily on search engines. But instead of obsessing over ranking #1, you want coverage—mentions across many pages, platforms, and content types. AI rewards brands that show up consistently across the web.
If an entrepreneur wants to quickly check their SEO health, where should they start?
TJ: Google Search Console. It’s the cleanest, most accurate source of truth. It shows exactly what people typed into Google before clicking your site, how often you appear, and where you rank.
Third-party tools guess.
Search Console tells you the truth.
Many founders are overwhelmed by content advice. How do you make content strategy feel manageable?
TJ: I start by removing the pressure. You don’t need to follow every trend or post every day. Instead, find a rhythm that feels natural and sustainable. Once you create one strong video or piece of content, repurpose it everywhere—LinkedIn, YouTube, Instagram, TikTok, blogs, emails.
Content becomes manageable when you stop reinventing it and start repurposing it.
Why is video so powerful for entrepreneurs today?
Holly: Because video creates instant connection. People can feel your personality, your energy, your confidence—or even your quirks. It humanizes you. And in a world full of polished brands, authenticity stands out more than anything.
TJ: And from a visibility standpoint, video is unbeatable. It gives you audio, visual, and text (through transcripts), so AI can understand you deeply. People who reach out to me often say they feel like they’ve walked my neighborhood with me because of my TikTok videos. That familiarity builds trust before the first conversation.
TJ, can you explain the importance of a strong hook in short-form video?
TJ: Absolutely. The hook is the first three to five seconds. It determines whether someone watches or scrolls. People move fast—they won’t hesitate to swipe away if they’re not instantly engaged.
A good hook creates a curiosity gap—something they feel compelled to stick around for. Without that, even the best message won’t be heard.
You describe your agency as AI-powered and transparent. What does that look like for clients?
TJ: It means clients get a front-row seat to everything. Instead of confusing reports, they see our real projects, conversations, and tasks inside our workspace. They don’t have to guess—we show them.
And with AI, we use it thoughtfully. AI handles research, drafting, and data analysis. Humans handle strategy, refinement, and creativity. It’s a powerful combination.
Holly, what makes The Borderline such a valuable resource for founders?
Holly: Founders today are navigating incredibly complex landscapes—AI, branding, operations, content, hiring. It’s overwhelming. The Borderline gives them access to people who’ve already walked those paths. Advisors with decades of real experience, not theoretical knowledge.
It’s smart, flexible support that saves entrepreneurs time, money, and stress—and helps them grow faster and with more confidence.
TJ, what would you say to people who fear or dislike AI?
TJ: I genuinely understand it. Some aspects of AI are unsettling. But AI is also creating opportunities that never existed before. It’s allowing small businesses to compete with big brands. It reduces barriers. It amplifies voices that deserve to be heard.
If you lean into it with intention and ethics, AI becomes a tool that empowers—not replaces—you.
Holly, with so many people out of work, how do you see entrepreneurship evolving today?
Holly: I think we’re watching the next wave of entrepreneurship unfold in real time. Traditional job paths feel less reliable. But thanks to the internet, people can build businesses from their living rooms, with no income ceiling.
More people are creating, experimenting, and launching because they have to—and because they finally can. And having access to experts through platforms like ours makes that journey far less intimidating.
For founders afraid of being on camera, what advice would you give?
Holly: Be patient and kind with yourself. I’ve spent years behind the camera, so being in front of it was uncomfortable at first. But like anything, it becomes easier with repetition. These podcast conversations have helped me loosen up.
TJ: And truly—everyone already knows how to talk on camera. We do it all day on Zoom. Record something for two minutes right after reading this. Don’t script it. Don’t overthink it. The hardest step is the first one.
How can our readers further follow your work online?
Holly: To learn more about The Borderline, visit theborderline.co. You’ll find all of our advisors, their specialties, and easy ways to book sessions.
TJ: And if you want SEO or AI insights, just search “TJ Robertson” on TikTok. You can also connect with me through The Borderline or through TJ Digital. We’d love to connect.
Holly, TJ—thank you both for such a powerful and informative conversation. This has been an absolute pleasure.
Holly: Thank you so much for having us. This was wonderful.
TJ: Yes, thank you. We truly enjoyed this. The conversation was fantastic.