Is SEO dead—or just evolving? In this episode of MasterMined, Snapshot's Digital Growth Director Abigail Carroll breaks down what behavioral health leaders must understand about search in the age of AI.

From Google's market share dipping below 90% for the first time to the rise of ChatGPT and AI overviews, Abigail explains what's really changing—and what's not. She unpacks zero-click searches, generative engine optimization (GEO), YouTube's growing dominance, and why "people-first" strategy beats checklist SEO every time.

If you're a behavioral health executive wondering how to protect admissions, increase visibility, and make smarter digital investments, this episode delivers clarity in a noisy, fast-changing landscape.

Key Moments:
00:00 – Google's market share dips below 90% as ChatGPT rises
01:13 – Abigail's journey from content strategy to enterprise SEO leadership
03:08 – Why "checklist SEO" is outdated
06:02 – FAQs and schema: The new foundation for AI visibility
12:47 – Understanding zero-click search and declining clicks
20:40 – The battle between Google and OpenAI
25:57 – Why YouTube is Google's secret weapon
30:00 – The power of a people-first strategy
41:19 – Local SEO tactics behavioral health leaders should implement now

Learn More & Connect
Show Notes + Resources: https://snapshotinteractive.com/mastermined
Connect with Abigail Carroll: https://www.linkedin.com/in/abigailrcarroll/ | https://www.snapshotinteractive.com/
Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshotinteractive.com
Connect with Jeff Skillen: https://www.linkedin.com/in/jeffskillen | https://www.skillsetenterprises.com
Connect with Lee Pepper: https://www.linkedin.com/in/leepepper | https://www.neveroutmatched.com
Our Sponsor - Snapshot: https://snapshotinteractive.com

In this episode of MasterMined, returning guest L.A. Galyon of Brentwood Capital Advisors joins Mark Scrivner, Jeff Skillen, and Lee Pepper to unpack what he's seeing across healthcare investment as the industry heads toward 2026. Fresh off the J.P. Morgan Healthcare Conference, L.A. breaks down capital trends, valuation realities, and why behavioral health remains one of the most compelling—yet misunderstood—sectors for investors.

The conversation digs into why outpatient and hybrid care models are gaining momentum, how payer dynamics and middlemen continue to distort incentives, and what founders must do now to build durable, investable businesses. L.A. also offers candid perspective on private equity's reset, realistic valuation expectations, and the operational discipline required to pass diligence in today's market.

Key Moments

• 01:09 – Why JP Morgan sets the tone for healthcare investing each year

• 03:50 – The shift from provider roll-ups to "picks and shovels" investments

• 04:52 – Why behavioral health is still early in its lifecycle

• 08:19 – Moving care out of facilities and into lower-cost settings

• 12:36 – The growing frustration with healthcare middlemen

• 18:05 – What private equity learned from the last three years

• 24:15 – Why decisive buyers are winning deals again

• 36:20 – What actually drives higher multiples in behavioral health

• 42:36 – How much providers should really be spending on marketing

• 48:27 – Three things leaders should do now to build long-term value

Learn More & Connect
Show Notes + Resources: https://snapshotinteractive.com/mastermined
Connect with L.A. Galyon: https://www.linkedin.com/in/l-a-galyon-88244321/ | https://www.brentwoodcap.com
Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshotinteractive.com
Connect with Jeff Skillen: https://www.linkedin.com/in/jeffskillen | https://www.skillsetenterprises.com
Connect with Lee Pepper: https://www.linkedin.com/in/leepepper | https://www.neveroutmatched.com
Our Sponsor - Snapshot: https://snapshotinteractive.com

In this episode of MasterMined, Mark Scrivner and Jeff Skillen sit down with Andrew Kessler, Principal at Slingshot Solutions, to demystify how behavioral health policy actually gets made in Washington. Andrew breaks down the difference between lobbying and advocacy, why education—not emotion alone—drives sustainable change, and how funding decisions ultimately determine whether legislation delivers real impact. From parity and appropriations to today's shifting political trade winds, this conversation equips behavioral health leaders with a clearer lens on how to engage policy strategically and effectively.

Key Moments

• 01:28 – Introducing Andrew Kessler and Slingshot Solutions

• 02:17 – Advocacy vs. lobbying: what's the real difference

• 05:56 – Why legislation takes years—and why the calendar matters

• 08:10 – Andrew's path into behavioral health policy

• 17:31 – The real story behind parity and "right place, right time"

• 29:53 – Three things every advocate must understand

• 36:09 – Why appropriations and funding are the real engine

• 45:37 – Current political trade winds impacting behavioral health

• 1:00:44 – What leaders should watch next in policy and funding

Learn More & Connect
Show Notes + Resources: https://snapshotinteractive.com/mastermined
Connect with Andrew Kessler: https://www.linkedin.com/in/andrew-kessler-5a10666/ | https://www.slingshotsolutions.net
Connect with Mark Scrivner: https://www.linkedin.com/in/markscrivner | https://snapshotinteractive.com
Connect with Jeff Skillen: https://www.linkedin.com/in/jeffskillen | https://www.skillsetenterprises.com
Our Sponsor - Snapshot: https://snapshotinteractive.com