An Inspired Chat with Curt Kloc of Phoenix, AZ

We recently had the chance to connect with Curt Kloc and have shared our conversation below.

Curt, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think is misunderstood about your business? 
One of the biggest misconceptions is that we “just do local SEO,” like it’s some checkbox task—optimize a Google listing and walk away. But what we really do is build discoverability systems for companies with many locations, like law firms or franchises, who want to dominate both locally and nationally.

People often think you have to choose: “Do I want my locations to show up in the Google Map Pack or do I want to rank for high-volume national keywords?” But the truth is, you can—and should—do both. That’s where we come in.

What’s also overlooked is how search is evolving. It’s not just about Google anymore. When someone types a question into ChatGPT or Google Gemini, we help make sure our clients are the answer that shows up. That means structuring your content and your presence so that you’re not just visible—you’re trusted by these AI systems to be the expert.

So yes, we’re local SEO pros—but we’re also helping brands win inside the new world of search, where AI and location-based intent are shaping every customer journey.

Can you briefly introduce yourself and share what makes you or your brand unique?
Sure! I’m the founder of Firm IQ, a local SEO company built out of frustration—and a real need for results.

Before starting this, we spent tens of thousands of dollars hiring big-name agencies and SEO firms. And what we got in return were a lot of spreadsheets, reports, and buzzwords—but very little that actually moved the needle. Our phones weren’t ringing more. Our locations weren’t showing up in the Google Map Pack. And worst of all, we had no idea what we were really paying for.

So I started Firm IQ with a simple goal: Help multi-location businesses—especially law firms and franchises—get found in the places that matter. That means ranking in the Map Pack for local searches and showing up for national keywords that drive brand growth and new franchise sales.

What makes us different is that we don’t chase vanity metrics. We chase visibility—real, screen-level proof that your business is the answer people find when they search on Google, in ChatGPT, in Gemini, or wherever the next customer is asking questions.

We’re currently helping law firms rank in competitive cities and helping franchise brands scale their digital footprint across dozens of markets—all with strategies that are built for today’s search landscape, not 2015’s playbook.

Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. What’s a moment that really shaped how you see the world?
Serving in the U.S. Navy for 8 years as a nuclear chemist had a huge impact on how I see the world—and how I run my business.

In the nuclear field, there’s zero room for error. You’re dealing with systems where even a small misstep can have major consequences. That environment taught me the value of rigorous standards, checklists, accountability, and not accepting “close enough” as good enough. It also gave me a deep respect for processes that actually work—not just in theory, but in the real world, under pressure.

That mindset stuck with me when I started Firm IQ. I had seen too many SEO companies operate with a “try this and see what happens” attitude—delivering vague reports, chasing trends, and not owning results. But coming from a world where mistakes weren’t tolerated, I couldn’t build a business like that.

Instead, I built Firm IQ to be outcome-driven. We treat your visibility like a mission: you either show up in the Map Pack or you don’t. Your locations either rank or they don’t. There’s no hiding behind vanity metrics or industry jargon.

The Navy taught me that the difference between good and great is in the details—and that’s exactly how we help our clients win.

What have been the defining wounds of your life—and how have you healed them?
There was a 12-month stretch in my life that nearly broke me.

A business partner—someone I trusted deeply—stole six figures from me by manipulating financials behind the scenes. Around the same time, someone I was in a long-term relationship with took advantage of my trust in real estate deals and walked away with nearly as much. These weren’t just financial losses—they were betrayals by the two people I trusted most.

It shook me. I questioned my judgment, my instincts, and whether I even wanted to keep building. But after sitting with the pain, I realized something: I had two choices. I could let the people who tried to tear me down define the rest of my story, or I could rebuild smarter, stronger, and with more clarity than ever before.

So I channeled that pain into something productive—I launched Firm IQ with a simple rule: No shortcuts, no illusions, and no partnerships without transparency. Every system we build, every result we deliver, is rooted in real accountability. Because I’ve lived through what happens when you don’t have it.

I won’t say I’m “glad it happened”—but I will say it taught me that resilience isn’t about avoiding pain; it’s about choosing not to be ruled by it.

That chapter gave me sharper instincts, deeper empathy for other business owners who’ve been burned, and the fire to make something that actually delivers on its promise.

Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Absolutely. What you see is what you get.

I’m totally transparent—whether I’m talking to a client, a friend, or on a podcast. That means giving real opinions, not sugarcoating things, and always choosing facts over fiction. I’m not here to play the game of saying what people want to hear just to get along.

People either love that or they don’t—but either way, they always know where they stand with me. And in business, I think that kind of clarity builds real trust.

Okay, so before we go, let’s tackle one more area. What are you doing today that won’t pay off for 7–10 years?
Honestly? I’m rebuilding two things at once—with a long view in mind.

The first is a small franchise company I won back after it was nearly destroyed—partly by a former partner, and partly by COVID. We’re slowly bringing it back to life, brick by brick. It’s not fast, and it’s not flashy, but I believe in it. I know that if we keep making the right moves today, even without immediate payoff, we’ll look back in 7–10 years and see something strong, stable, and resilient.

The second is Firm IQ. We’ve put in a ton of work to make sure we show up in the top 10 for hundreds of high-intent keywords—across both local and national search. That effort doesn’t always create instant results, but it’s building a foundation for sustainable organic growth.

My belief is this: If you build it the right way—not the shortcut way—the rewards compound over time. It just takes patience, consistency, and a willingness to keep going, even when no one’s clapping yet.

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Image Credits
all photos are owned by Firm IQ

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